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ETE: Going Big with Big Data……one step at a time
Anita Garimella Andrews2 April 2013
Today’s Talk• A bit about me• The “Big Data” myth• What it takes to leverage data in your biz• A couple of approaches to using data to
optimize• QUESTIONS
Should You Stay?• If you love how your biz is using data, you
should probably leave • This is a “data for optimization” talk – not
data for market or product research• Geared towards web or web-enabled
businesses
A bit about me• General Manager, Analytics & Optimization
– Founded Sepiida, an A&O consultancy in 2009 with clients including Zynga and Haymarket Media – sold to Delphic in 2012
– Previously, VP E-commerce at Nutrisystem– Dir of Program Management at Ingenio, sold to AT&T
YellowPages.com
• MS Computer Science – Stanford University• BA Politics – New York University
• Love numbers. Hate endless (and needless) discussions. Constantly iterating.
What is Big Data?• Wikipedia’s Definition
In information technology, big data is a collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications.
• Keep reading…What is considered "big data" varies depending on the capabilities of the organization managing the set, and on the capabilities of the applications that are traditionally used to process and analyze the data set in its domain.
• Big is in the Eye of the Beholder.
Everybody’s Doing It BIG. They are Winning.
Are they really?
Reality: All over the map
?Multibillion dollar companies who didn’t look at their Google Analytics until this year
Angel-funded start-ups who are tracking everything with innovative reporting software
Did You Know…• Size of company has little correlation to
size of dataset?• Size of company has little correlation to
facility with data and analytics?• Size of company has little correlation to
current status of analytics activities?• Size of company has little correlation to
where future efforts should be focused?
Common Cultural Challenges• Large company bureaucracy
– How many stifled data geeks do you have? – How much lost revenue?– Lots of boxes checked. But how many smarter,
more efficient decisions?• Data mania
– Don’t lose sight of the forest for the trees– In smaller companies, how does all the data
actually connect to the steps needed for growth?
– More data doesn’t mean more revenue
What do you DO with all that data?
• Using data to create Creative Marketing– Big new opportunities
• Loyalty program creation, Geo-targeting, etc.– What data to look at is often unknown
• Using data to optimize A&O– Often, the metric that is suffering is known– The data subset is typically easier to identify
What does it take?• The right goals• The right people• The right tools• The right perspective about the process
• “Right” is in the eye of beholder. • What is YOUR environment?
Let’s define a few things• Data is the activity being tracked in your
system• Reporting is the presentation of that data
in comprehensible, actionable ways• Analytics is the smart interpretation of the
data through the reporting that creates measurable improvements to the product offering
• Different companies do each of the above differently and with different levels of accuracy, efficiency, and beauty
First, Do an Assessment…Quickly
• Goals• Team capabilities• Sources of data• Tools for reporting• Opportunities
Assessment: Goals• What specific metrics or KPIs do you want
to improve?• What are the formulas for these?
– Need consistent definitions!• What will move your Analytics practice
forward?– Think of A&O as sales and evangelization– If you do it right, you’re the source of
improvement for other parts of the business
Assessment: People & Teams• What are your strengths?• Where are your holes?• Answer is not always hiring• If I could have only 2 people:
1. Technical person to query the database or produce accurate reports
2. The “forest for the trees” business person
Assessment: Sources of data• Bet you have LOTS of data
– Web traffic data– Transactional databases– Internal toolsets (often different DBs)– Third party (email, CRM, etc.)
Key questions1. How accurate are each of these? 2. How much of what you need are you actually
tracking?3. Which of these has the answers to your goals?
Short commercial break…• Fight the impulse to “track everything”
– Technically painful– Painful for business people– You don’t need it to drive your business
forward– There is no glory in having lots of data. Size
does NOT matter here…
Assessment: Tools• Collecting Data & Reporting
– GA vs. the rest (KISSMetrics, MixPanel, Omniture)
– GoodData, Domo, RJ Metrics– Excel!
• There are no good analysis or analytics tools. Yea, I said it. Stop looking for them. It’s about people and practices.
Moving the Dial• What should you do NOW?
People
Low KPIs
Tools
Good Data
IDENTIFYTHIS
What This Means• It may not target the largest pool• It may not even be web-based• It may not be obvious• It may FAIL
• Goal is to experiment with process, prove value and get data-driven results quickly
• Data driven culture will come from doing data driven things
What do you DO with ALL that data?
• Have perspective about the process• It’s all iterative. It’s not sexy, but it drives
the numbers UP.– And that gets teams excited, grows your
capabilities, increases confidence, and so on.• Two approaches:
– Funnel optimization – Russian Doll optimization
Decent Users“Grade D”
Good Users“Grade C”
Great Users“Grade B”
Russian Dolls Optimization
Best Users
“Grade A”
1. Determine differentiating characteristics of “A”
2. Use that to move more “B’s” into “A”
3. Repeat
4. Lessen the Delta = Widen the Base
Some other truths• “Small” data sets are okay to work with
– Develop instincts that allow you to trust the data
• Don’t worry about what competitors using “big data” are doing– You don’t know what works/doesn’t in their
product
Let me leave you with this…
The right data, from the right
places – accurately & actionably reported
Harness Synthesize Optimize
D A T A
Intelligent Interpretation
&Insights
Iterative, measured
execution of prioritized data-driven tactics
Faster, Better, Decision-Making to Improve KPIs
Thank you!Anita Garimella AndrewsGM, A&ODelphic Digital@agarimellaaandrews@delphicdigital.com
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