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OMNICOM EVIDENCEInsight | Foresight | Analytics | Data Science | Consulting
@mertanenDirector, Digital Analytics @OMD_Fi
ANALYTICS IS THE BOOKKEEPING OF MARKETING
ANALYTICS IS THE BOOKKEEPING OF MARKETING
CONTENT:
Analytics is easy to startResults from Google Analytics auditsMultiple sources of dataData silos vs. integration
Advanced analytics examples
4
Econometrics
Digital Attribution
Linear
ANALYTICS IS EASY TO START
5
Just place the snippet in website and “enjoy” multiple reports.
Econometrics
Linear
6
Econometrics
Linear
GOOGLE ANALYTICS AUDIT RESULTS
41% HAS OUTDATEDTRACKING CODE
71% NO TAG MANAGEMENT SYSTEM IN PLACE
Audit data by @super_analytics. Audit included +40 check points.
DON’T GET NEW GOOGLE ANALYTICS FEATURES
MISS COST EFFECTIVE, FLEXIBLE AND MODERN WAY TO WORK
GOOGLE ANALYTICS AUDIT RESULTS
49%NO DECENT CAMPAIGN TRACKING
91%SPAM & BOT TRAFFIC NOT EXCLUDED
Many companies suffer from poor data quality.
POOR DATA QUALITY FOR TRAFFIC SOURCES
POOR DATA QUALITY FOR OVERALL TRAFFIC
GOOGLE ANALYTICS AUDIT RESULTS
79% NO EVENT TRACKING IN PLACE
80% NO GOAL TRACKING IN PLACE
Many companies miss relevant data and optimization.
MISS RELEVANT DATA FOR BUSINESS
CAN’T OPTIMIZE MEDIA SPEND AND WEBSITE AGAINST GOALS
10
Econometrics
Linear
We’ll see what kind of
data we get from Google Analytics
by default
We’ll define what data we need & implement
Google Analytics
accordingly
WEB ANALYTICS IMPLEMENTATION
11
Econometrics
Linear
QUALITATIVE DATA: HEATMAP
12
Econometrics
Linear
RESEARCH DATA: NPS SURVEY
13
Econometrics
Linear
CUSTOMER DATA: CRM
14
Econometrics
Linear
ADVERTISING DATA: ADFORM
Econometrics
Linear
Econometrics
Linear
17
Customer Database
ResearchDatabase
AdvertisingPlatform
QualitativeData
Web AnalyticsData
DATA IN SILOS
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OmnicomBig DataPlatform
DMP
WebsiteAnalytics
CRM
Atlas
SalesData
Ad serving& DSP
Cross-deviceData
Accuratetarget grouppool
Globalperspective
Constantcustomerinsight
Real-timeROI / ROAS / ROMImodelling
Data drivencontentcreation
Data drivencreative design
Adaptivebusinessmodel
Correlation & Time Lag
Star
t Dat
e
-1-2-3-4-5-6-7-8-9-11-12 -10Weeks Before Purchase
Stre
ngth
of C
orre
latio
n
Newsletter Signup Page
About Page
Product Page
Demo Page
Store Locator
Page
Days Before Purchase
Visits > 60s
Hotspot
Video Play
• 1-3 Months before thy buy or switch, people might visit the product page, find out about the products and company in general, and consider requesting more information
• Some weeks before they buy, they might start considering finding an agent, or finding out about booking a demo.
• Some weeks before they buy, people might use the site more intensely and for longer visits, engaging with interactiveelements deep within the site.
20
Econometrics
Linear
MARKETING & SALES MODELLING
=
Response
Method has proven track record for:
• Sales data • Sales leads • Customer churn
+ +
MediaCompetitor behavior
=
DistributionSeasonality
Typical data
Macro factors
Media data
Competitors media data
Weather data
Calendar
Market data
Below the line activities
Response
…Based on available data
Mathematical & statistical analysis…
+
EXAMPLE: VISUALIZATION -FROM DATA TO DASHBOARDS
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Our web-based reporting tools sit on top of our data architecture, enabling clients to make fast and informed decisions.
It works, as real time, as the data arrives.
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Econometrics
Linear
YES!
