THE ANALYTICS OF BUSINESS DECISIONS Using data to build a smarter brand David Yarde Sevenality
HERE’S THE SEC RET ABO UT ANALYTIC S: ALL THOSE NUM BERS AND LINES S E RVE A PU RPOSE. THEY TELL A STORY. THEY GIVE YOU INSTRU CTI ON S . Tweet! @dsmy/@sevenality
T H E Y T ELL YOU H OW TO B U IL D A BET TE R BR A N D. Tweet! @dsmy/@sevenality
BUI L DING A BR AND I S N ’ T A GUESSIN G G A M E. Tweet! @dsmy/@sevenality
YOU SHOU LD N ’ T H AVE TO WO NDER: IS THIS BRAN D ST R AT EGY WO RKING? YOU S H O U LD K N OW. AND YO U SH OUL D KN OW B ECAU S E O F TH E DATA . Tweet! @dsmy/@sevenality
H OW DO I UN D ERSTAND ALL T H E S E L INES AND N UM B ER S? Tweet! @dsmy/@sevenality
3 IMPORTANT METRICS TO CONSIDER WHEN MAKING DECISIONS • Key #1: Average engaged time with the brand • Key #2: Referrals • Key #3: Interests
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AV E R AGE ENG AG ED T IM E W IT H TH E B RA N D
KEEP IN MIND Here is the big idea behind the Average Time on Page metric. Knowing how long users spend on a given page tells you how interested they are in the page.
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AV E R AGE ENG AG ED T IM E W IT H TH E B RA N D
KEEP IN MIND Remember, these numbers are just an average. A reader who spends 30 minutes on your website will be balanced out by the reader who spends only three seconds on the page.
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AV E R AGE ENG AG ED T IM E W IT H TH E B RA N D
HOMEWORK Find the pieces of content that have the longest average time on page, determine what’s different about those pieces of content, and use these principles when you create new content.
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R EFE R R AL S KEEP IN MIND One of the best ways to tell whether your brand is resonating with people is to see what other authors are saying about the brand from their platforms.
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R EFE R R AL S WHAT DO YOU DO WITH THAT INFORMATION? • Create more content like the pieces of content that have the most referrals. • Spend more time building relationships with influencers in these areas.
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Credit: Niel Patel
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IN T E R E STS KEEP IN MIND If you want to connect effectively with your brand’s audience, you have to communicate with them on their level. That’s why it’s a great idea to find out what their interests are.
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IN T E R E STS HOW DOES ANY OF THAT HELP YOU? It gives you the ability to tailor-fit your content strategy, offline events/experiences and future product releases to your brand’s audience interests while simultaneously boosting your brand awareness. Tweet! @dsmy/@sevenality
M AR K E T I NG I S A L L AB OUT CONNECT ING YOUR AUDIENCE WITH A SOLU T I ON TO T HEIR PROBLEM S O R N E EDS. Tweet! @dsmy/@sevenality
HOW CA N I LE V E R AG E A N A LY T I C S TO C REATE N E W PROD U CTS? Tweet! @dsmy/@sevenality
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“ WE S E E O U R C U STO M E RS A S I N V I T E D G U E STS TO A PA RT Y, A N D W E A R E T H E H OSTS . I T’S OU R J O B E V ERY DAY TO M AK E E VE RY IM P O RTA N T A S P ECT O F TH E CU STO ME R E X P E R I EN C E A L I T T L E BI T B E T T E R .” - J E F F B E ZOS , A M A ZO N Tweet! @dsmy/@sevenality
HOW CAN I LEVERAGE ANALYTICS TO CREATE NEW PRODUCTS? • Sales: Discover and expand new customer audience segments • New age or interest groups. • Locations and communities that your product / service solves a problem.
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HOW CAN I LEVERAGE ANALYTICS TO CREATE NEW PRODUCTS? • Marketing: Identify high-priority audiences and effectively match products to consumers • Update message & tone on marketing materials/ landing pages. • Allocate proper resources to the channels that bring in a return. Tweet! @dsmy/@sevenality
HOW CAN I LEVERAGE ANALYTICS TO CREATE NEW PRODUCTS? • Supply Chain: Identify weaknesses and opportunities in your how your product or service travels to market. • Is there an area trust is being lost in the process when the customer is interacting with your brand? • Do you have the right process or vendors in place? Tweet! @dsmy/@sevenality
“TO E ARN THE RESPECT (A ND EV ENTUA LLY LOVE) OF YOUR CUSTOME R S , YOU FIRST HAVE TO RES PECT THOSE CUSTOMERS. THAT IS WH Y GOLD EN RULE BEHAVIO R IS EMB R ACED BY MOST OF THE WINNING CO MPA NIES.” – COL LEEN BARRETT, P RESID E NT E ME R IT U S , SO UTHWEST AI RLI NES Tweet! @dsmy/@sevenality
THANKS! QUESTIONS? David Yarde Partner and Creative Director at Sevenality Organizer for UX Orlando Also known as Batman Twitter: @dsmy E-mail: david@sevenality.com Slideshare: www.sevenality.com/blog