Action Nugget Capabilities

May 2012

‘…marketing-accountability programs can be a complete waste of time-unless they are designed to inform business decisions. […] 58% of companies surveyed have formal marketing accountability programs, but only 28% report being satisfied with their ability to use ROI metrics to take action. Often, companies are swept up in the "metrics mania'' without any way to tie insights to business results…’

Advertising Age

This document aims to demonstrate the Action Nugget approach to reporting, analysis and insights. This is how Action Nugget moves marketing organizations along the Insights Continuum.

Introduction

The Insights Continuum

Our Mission: Help companies make better decisions by enabling their move up and along the Analytics Continuum from reporting to insights.

We believe that the majority of large companies are in the 3-Zone - able to gather large amounts of data from various, un-integrated sources but unable to act in an integrated way. We want to move them to making decisions using integrated data from many channels.

Useful

Difficult to Implement

1. Intuitive; Feel, not think; Little or no solid Information

2. Single-channel reporting; Financial, raw data

3. Individual channel analytics & optimization

4. Multi-channel reporting

5. Integrated channel decision making

Real business Impact

Most companies

‘…Action Nugget did an amazing job of making strategic optimization recommendations that we and our digital agency could take immediate action on.’

Deanna Schindler-Ord Nike Sportswear

The Work

The following slides show some examples of the work we have done and illustrate some of our principles: - Multiple data source analysis - Goal-setting - Baseline dashboards - Information design - Actionable insights

From a technology perspective, we use most data-producing tools such as Adobe SiteCatalyst suite, Google Analytics, Facebook and YouTube Insights, DART, Radian6, along with many others. We are tool-agnostic.

This is an example of a summary report showing total traffic broken down for multiple site instances along with key ecommerce metrics. Note the analysis bar describing the week’s data at bottom. We try to include one on every page.

Multiple Site Instances / Commerce

analysis bar

‘…Action Nugget brought an extraordinary level of strategic and analytical thinking to the campaigns---along with great service…’

Milind Pandit Intel

1. Working closely with the client-side project owners on one program, we defined KPIs and goal levels. One of the key challenges facing marketers is setting reasonable, achievable yet aggressive goals for their campaigns. Using our experience with this and other clients and basing our calculations on the projected media plan, we were able to develop goals that all constituents could agree on. Setting common goals provided a framework to allow us to answer the very thorny question: ‘Was this campaign successful?’ Some of the program goals are shown here.

Baselines, Dashboards & Goal-Setting (1)

2. After setting goals, we provided a weekly dashboard with analysis on how programs performed vs. the goals and insights on how they could narrow the gaps on under-performing goals. By monitoring the campaign’s performance in relation to goals and suggesting remedies to under-performing work-streams, we enabled the client to hit or exceed the campaign expectations.

Baselines, Dashboards & Goal-Setting (2)

‘Action Nugget is capable of turning what sometimes seem like ephemeral social marketing interactions into concrete and measurable value.’

Reggie Wideman tenfour agency

Here’s an example of how we used Report Builder to run weekly reports based on data from an iPhone app. This report also has some nifty Excel automation to translate some of the obscure Omniture data into more user-friendly measures such as ‘Average Length of Workout’.

Regular Report Builder Dashboards

Information Design

We believe strongly in the value of information design. Clear and intuitive design aids understanding and improves analysis. It’s a lot more work to design and produce reports this way, but we believe it’s worthwhile.

Search

Search analysis, both external and internal (on-site) are an important part of the services we offer.

Every piece of analysis should be a digestible and valuable Nugget of insight

What’s with the name?

Every analysis and observation we provide has to be Actionable

What makes us different?

Two things, really: 1. We are truly data-source agnostic.

We’re not a media, social, mobile branding, digital or outdoor agency. We just take data from everywhere and make sense of it. That allows us to be objective in our recommendations.

2. We are marketers first, data geeks

second. We provide actionable insights from a marketing perspective.

Every one of your agencies says that they can do this but ask yourself: ‘Are they really channel agnostic and can they act on their insights?’

Action Nugget in…action (1) A digestible, actionable insight. Here’s how it works.

"I'd like a 300% increase in registrations through my mobile app please." 1. Identified the issue - low registration rate via the app. Tons of people were using the app but only around 1% of users was registering. 2. Isolated the cause. Basically, there was no compelling reason to sign up. Originally, the agency that produced the app hoped that being able to save your activity into a profile would be a compelling enough reason to register but most users were happy to just use the app without setting up a profile. 3. Then came insights - the suggestions for improvement. High quality content compels people to sign up and even pay for stuff. NY Times saw 300k web-only paid subscribers since they launched their 'paywall'. 4. The Action Nugget. We recommended that the client create exclusive content that you can only access if you register, in this case exclusive workout videos. It's called a reg-wall*, where you have to register to get through the wall to the content. 5. The results. Check it out. The numbers speak for themselves ->

*We may have even invented the term 'reg-wall'

Action Nugget in…action (2)

The numbers speak for

themselves

We would love to hear more about your analytics and insights challenges.

Contact Robert Sandler, Managing Partner: robert@actionnugget.com +1 503 720 7453

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