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Twitter: @iProspectUK

ON THE ORIGIN OF
DATA, BY MEANS OF
IMPLEMENTATION
OR INSIGHT
Rachel Sweeney

Superweek.hu, Galyatető
January 23rd, 2014


The Origin of Data

THE INDUSTRY THAT WE ARE IN HAS BEEN EVOLVING


2011-12: WEB ANALYSTS STARTED TO BECOME ‘MAINSTREAM’


Twitter: @iProspectUK TAGS AND ANALYTICS UPDATES CREATE FLEXIBILITY
2013: CONTAINER


Twitter: @iProspectUK PACKED YEAR OF BIG DATA INSIGHT
2014: AN ACTION


Twitter: @iProspectUK NOT NECESSARY EQUAL MORE TIME FOR ANALYSIS
MORE DATA DOES

• Only 24% of clients could
confidently say that their
budget for analysis have
increased
• Analytics departments are
growing… as are the
number of clients/sites
managed
• Compromise is not a
buzzword.


Twitter: @iProspectUK TO A DATA DRIVEN DIGITAL MARKETING NIRVANA?
HOW DO WE GET

Our goals:
Always on

Campaign
• Spend more time on analysis
less time on implementation
and reporting

Data
Increase Business
Conversions
Implementation


Strategy

• Provide insight to all parts of
the business
• Increase business profitability
not just website performance

ACTIONABLE INSIGHT… WHAT DOES IT LOOK LIKE?


HOW ARE WE GOING TO START DELIVERING ACTIONABLE INSIGHT?

• The reality is that majority of companies are not in a
position to start delivering actionable insight tomorrow.

• It is a process of drip feeding
data trying, testing, seeing,
learning, and adjusting

• Invest in a
statistician/mathematician.


ACTIONABLE INSIGHT DEMANDS INTELLIGENT IMPLEMENTATION

• To understand evolution, you must understand the origin
• Now is not the time to start from the beginning
• Now is the time to assess that the setup that you have, is
most likely to support the future.


HOW DATA INTELLIGENCE HAS EVOLVED AT IPROSPECT

• Department has grown from 2 to 11 in 2 years
• Hired a statistician and server-side developer
• Integrated operating companies to provide clients with one
agency, delivering specialists in all areas.
• Analysts is less ‘web(site) analytics’ and more, the data unit
within strategy, implementation, and insight teams.



The 80 | 20 model

Twitter: @iProspectUK EFFICIENT INSIGHT FROM THE ORIGIN OF DATA
HOW TO ACHIEVE

• Generic
tracking

20

• Specialist

80 80

20

Integration

Plateau

• Evolution

Business
Objectives

20

Automation

80 80

• Bespoke

20


“80% of tracking requirements
should originate from the core
business objectives”

Twitter: @iProspectUK THOUGHT: TO START AT THE BEGINNING OR THE END?
TWO SCHOOLS OF

Let’s tag everything

Beginning

End

Let’s define KPIs


Twitter: @iProspectUK ARE IN THE ‘PRO-END TO BEGINNING’ CAMP
AT IPROSPECT WE

TEAM KPI*

*However we always track a few other cool things


THE 80% INCLUDES WEBSITE AND CAMPAIGN DATA REQUIREMENTS

• Bucket your website’s data requirements:
– Site usability and functionality
– Site Performance
– Campaign Performance

• List your KPIs and audit what data is needed and from what
source. Also list your stakeholders, client, agency, internal,
external, names, positions, experience.


Twitter: @iProspectUK FOCUS 80% ON BUSINESS REQUIREMENTS?
WHY SHOULD WE

• We need to make our implementation efficient to be able to
focus on insight
• Focussing on obtaining data that will directly provide insight to
be fed to the strategy team is the most efficient way of getting to
the ‘actionable insight’ stage
• This doesn’t mean we limit ourselves
• Growing the business is the ultimate goal



“Actionable insight is not limited
to website data so neither should
your implementation be”

Twitter: @iProspectUK 20% SPECIALISM
80% INTEGRATION,

• A website’s setup is one part
in a landscape of data.
• It is more and more relevant
to ensure that all data
sources are aligned and
complement each other
• This will provide consistency
when analysing


Twitter: @iProspectUK NOT SOMETHING YOU CAN DO ON YOUR OWN
INTEGRATION IS

•
•
•
•

Visit the teams
Work on a process that suits all parties
Create boundaries
Continue relationships and networks


CONTROLLED CONSISTENCY IS THE MOST IMPORTANT QUALITY SETUP

• So many things that cannot be
consistent, it is so important that
changes are made to become
consistent.
• Naming conventions, account
structures, campaign separations
must all be as consistent as possible
• Regular (automated) auditing will
show where inconsistencies are as
inconsistent data can devalue
insight.


“An analyst must do 80% of the work
in 20% of the time, then another 80%
in 20%, then another…”

ACTIONABLE INSIGHT RELIES ON AUTOMATED IMPLEMENTATION

• Businesses want to see data and
conversion rate increase but aren’t
necessarily increasing time on
insight
• As analysts we need to be as
efficient as possible in
implementation
• Automating implementation is
absolutely key to getting to the
‘actionable insight’ stage


TAG MANAGEMENT AND APIS FACILITATES AUTOMATION

• Get to know the management
API
• Understand tag management
systems, their approaches, their
limitations
• Design your tags to be as
efficient and consistent as
possible. Intelligent tag
management implementation
drives intelligent data


Twitter: @iProspectUK CAN BE AUTOMATED
SOME INSIGHTS

• Get to know the reporting API
• Create dashboards that don’t just
report
• Define what regular insight may be useful and
create mathematical models/ quick and dirty
spread sheets to free time
• Insights from good data are far easier to pull than
insights from problematic data



“Insight is not ‘perfect’. Neither
does your implementation have
to be.”

Twitter: @iProspectUK MRS/MR RIGHT, WE NEED MRS/MR RIGHT NOW.
DON’T WAIT FOR

• Providing small insights lets the key
stakeholders know what information is
available and lets you know what is useful to
yourself
• Don’t presume that the receiver knows what
insight they need.
• Follow an A/B testing approach to providing
insight. Create surveys internally. Apply the
same optimisation you perform for websites, to
your teams.


PUT DOWN THE
Twitter: @iProspectUKTAG MANAGER, AND PICK UP THE DATA VISUALISATION
TOOL

• Invest in other data
visualisation tools
• Hire individuals who have
a background in stats
• Now is the time to re-do
the way data is visualised,
not the way you track
• There is a variety of good
visualization tools
including Tableau, Google
Charts, Google
Visualization API,
Highcharts JS



Intelligent implementation will
result in 80% of time spent on
insight.


Questions?

Rachel Sweeney
iProspect UK
Rachel.Sweeney@iProspect.co.uk
www.iProspect.co.uk

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