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Our take on Digital Analytics in New Zealand in 2017

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Isikeli Raicebe
Isikeli Raicebe

1. Digital analytics will transition over time to become more multi-channel analytics as the focus shifts from individual channels to a single customer view across channels. 2. Reporting and business decisions will rely more on actionable metrics like revenue and leads and less on vanity metrics like impressions and followers. 3. As the digital analytics market matures, the need for skilled communicators or "storytellers" will increase to effectively convey analytics insights to audiences in a way that promotes action.

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1. “Digital Analytics” (singular-channel) will, over time, transition to become more “Analytics” (multi-channel) Here’s the gist… 3. The need for “storytellers” will increase as the market matures 2. Reporting & business decision will be based on Actionable metrics, with less reliance on Vanity metrics
1. “Digital Analytics” (singular-channel) will, over time, transition to become more “Analytics” (multi-channel)
Digital Analytics PlatformCRM Internal / BI Platforms - Channels are being looked at (and analysed) individually (including Digital) - Largely fragmented due to customer journey A “typical” business systems set-up
Customer Journey Example Clicked on Adwords Sent an eDM Email Address given Email Address required to register Email Address provided by accountant
Digital Analytics Platform CRM BI Platforms A single customer view is nirvana!
This is much easier said than done! - The first step is to integrate systems and employ a tool that will “crunch the numbers (NZ is “here”!) - Analysis of the business in total means it will shift away from being “channel-specific” (i.e. current digital analytics) to a “multi-channel”
Digital Analytics will become increasingly “multi-channel” focussed
2. Reporting & business decision will be based on Actionable metrics, with less reliance on Vanity metrics
Actionable metrics The metrics that matter to a business Examples include: Revenue and Leads Vanity metrics The metrics that can “make you feel good” but doesn’t necessarily mean you’re succeeding
Impressions Ad Position Rankings Likes Shares Followers Video Views SEOPPC Social Vanity metrics - shift to Actionable metrics {Shift to Actionable metrics such as Revenue, Leads, New Subscribers etc.
Mobile Iphone 6 Plus Desktop // Laptop Resolution: 1280 x 800 SEO results decreasing in prominence Example: SEO listing prominence are “diminishing”
In November 2016, Facebook admitted tracking errors - Duration of video watched off by as much as 80% Other overstated metrics include: Organic reach, App referrals, Instant articles time spent - Origin of errors suspected to go back to January 2016.
Facebook Video competes directly with YouTube vs moz.com conducted a comparison study* to find out which performed best with the following outcomes…
Facebook Video competes directly with YouTube Impressions Time of video plays (including Autoplay) Quality time watched Completed views Cost per quality view Is it an “honest mistake” that Facebook positively inflated it’s Duration of video metric?
Our take on Digital Analytics in New Zealand in 2017
…but Facebook Advertising revenue steadily increasing Would this revenue trend have happened if the vanity metrics had been reported accurately and not overstated?
Twitter has also admitted mistakes! Twitter’s Android video app inflated video advertising metrics by as much as 35%
Our take on Digital Analytics in New Zealand in 2017
Reporting and business decisions will shift more towards the Actionable metrics and less based on Vanity metrics.
3. The need for “storytellers” will increase as the market matures
Our take on Digital Analytics in New Zealand in 2017
‘Why should I listen to you?’
Focused attention is a short-term response to a stimulus that attracts attention. The attention span for this level is very brief, with a maximum span, without any lapse at all, that may be as short as 8 seconds
“An insight is only as valuable as the action taken because of it”
Our take on Digital Analytics in New Zealand in 2017
The art of effective communication or “storytelling”
1. Know your audience
2. Talk in a language where they “get it”
“Your page has a 95% bounce rate!” “For every 100 people that visited your page, 95 of them had a look…then left” “95% of traffic to your page had no further interaction with it!” “95 out of a 100 people to your page had a one-night stand with it!”
Digital Analytics is still within it’s infancy in New Zealand - but definitely growing! Generally, looking to grow their online business beyond a “media-only” play
Businesses will look towards Analytics to make their media / investment “work harder”
Our take on Digital Analytics in New Zealand in 2017
Our take on Digital Analytics in New Zealand in 2017
The need for “storytellers” within the world of digital analytics will become vital as the industry grows
1. “Digital Analytics” (singular-channel) will, over time, transition to become more “Analytics” (multi-channel) 2. Reporting & business decision will be based on Actionable metrics, with less reliance on Vanity metrics 3. The need for “storytellers” will increase as the market matures Here’s the gist…again!
Our take on Digital Analytics in New Zealand in 2017

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Our take on Digital Analytics in New Zealand in 2017

  • 2. 1. “Digital Analytics” (singular-channel) will, over time, transition to become more “Analytics” (multi-channel) Here’s the gist… 3. The need for “storytellers” will increase as the market matures 2. Reporting & business decision will be based on Actionable metrics, with less reliance on Vanity metrics
  • 3. 1. “Digital Analytics” (singular-channel) will, over time, transition to become more “Analytics” (multi-channel)
  • 4. Digital Analytics PlatformCRM Internal / BI Platforms - Channels are being looked at (and analysed) individually (including Digital) - Largely fragmented due to customer journey A “typical” business systems set-up
  • 5. Customer Journey Example Clicked on Adwords Sent an eDM Email Address given Email Address required to register Email Address provided by accountant
  • 7. This is much easier said than done! - The first step is to integrate systems and employ a tool that will “crunch the numbers (NZ is “here”!) - Analysis of the business in total means it will shift away from being “channel-specific” (i.e. current digital analytics) to a “multi-channel”
  • 8. Digital Analytics will become increasingly “multi-channel” focussed
  • 9. 2. Reporting & business decision will be based on Actionable metrics, with less reliance on Vanity metrics
  • 10. Actionable metrics The metrics that matter to a business Examples include: Revenue and Leads Vanity metrics The metrics that can “make you feel good” but doesn’t necessarily mean you’re succeeding
  • 11. Impressions Ad Position Rankings Likes Shares Followers Video Views SEOPPC Social Vanity metrics - shift to Actionable metrics {Shift to Actionable metrics such as Revenue, Leads, New Subscribers etc.
  • 12. Mobile Iphone 6 Plus Desktop // Laptop Resolution: 1280 x 800 SEO results decreasing in prominence Example: SEO listing prominence are “diminishing”
  • 13. In November 2016, Facebook admitted tracking errors - Duration of video watched off by as much as 80% Other overstated metrics include: Organic reach, App referrals, Instant articles time spent - Origin of errors suspected to go back to January 2016.
  • 14. Facebook Video competes directly with YouTube vs moz.com conducted a comparison study* to find out which performed best with the following outcomes…
  • 15. Facebook Video competes directly with YouTube Impressions Time of video plays (including Autoplay) Quality time watched Completed views Cost per quality view Is it an “honest mistake” that Facebook positively inflated it’s Duration of video metric?
  • 17. …but Facebook Advertising revenue steadily increasing Would this revenue trend have happened if the vanity metrics had been reported accurately and not overstated?
  • 18. Twitter has also admitted mistakes! Twitter’s Android video app inflated video advertising metrics by as much as 35%
  • 20. Reporting and business decisions will shift more towards the Actionable metrics and less based on Vanity metrics.
  • 21. 3. The need for “storytellers” will increase as the market matures
  • 24. Focused attention is a short-term response to a stimulus that attracts attention. The attention span for this level is very brief, with a maximum span, without any lapse at all, that may be as short as 8 seconds
  • 25. “An insight is only as valuable as the action taken because of it”
  • 27. The art of effective communication or “storytelling”
  • 28. 1. Know your audience
  • 29. 2. Talk in a language where they “get it”
  • 30. “Your page has a 95% bounce rate!” “For every 100 people that visited your page, 95 of them had a look…then left” “95% of traffic to your page had no further interaction with it!” “95 out of a 100 people to your page had a one-night stand with it!”
  • 31. Digital Analytics is still within it’s infancy in New Zealand - but definitely growing! Generally, looking to grow their online business beyond a “media-only” play
  • 32. Businesses will look towards Analytics to make their media / investment “work harder”
  • 35. The need for “storytellers” within the world of digital analytics will become vital as the industry grows
  • 36. 1. “Digital Analytics” (singular-channel) will, over time, transition to become more “Analytics” (multi-channel) 2. Reporting & business decision will be based on Actionable metrics, with less reliance on Vanity metrics 3. The need for “storytellers” will increase as the market matures Here’s the gist…again!