The topic of dashboards has quickly transformed from a luxury to a necessity
Inspired by the need to visualise data for executive management, nowadays pretty much every department is clamouring for data that is digestible in a glance.
While dashboards are no doubt sleek, not everyone will understand the details let alone know what they should do with data.
As dashboards multiply, the life of an analyst will get easier & harder at the same time: easier due to faster, cleaner dissemination of data; harder due to requests popping up from new recipients who are suddenly part of the data ecosystem.
Just one smart way of Dashboarding: Webtrekk Dashboard
The easier the data to merge, the more company data is interesting to company employees, the more the top-level involvement, the more dashboards you will see in your daily work.
That leads to following new assumption:
The quantity of dashboards will increase year by year, project by project. This will get more brains thinking in the language of data, which is good, but will also give voice to people who never handled data in the pre-dashboard days.
If a future dashboard does not have recommendations included, it will be a useless graphic. Recommendations about what to do next or even what to expect will happen next will be every bit as important as engaging design.
Data action is still the key element missing from most dashboards today. The next step of the dashboard development is including smart recommendations to further improve the communicated numbers.
The bigger the surface of the triangle below, the more you will need to find a solution to communicate data in a meaningful way:
If you apply this to your current situation:
– How easy is it to integrate data in your analytics tool?
– How easy is it to merge data?
– How engaged are you with company data?
– How many power users vs normal users would you have in your company?
– How involved is top level in understanding or acting on data?
If power users are focused solely on analytics, you might not even need a dashboard: They would already know what the data tells them.
Dashboards will solve old problems (merging and visualising data in a comprehensible way) as it creates new ones (introducing complexity outside of peoples normal comfort zone). They are a turning point that change how we consume data, not a tipping point that enable anyone-and-everyone to suddenly be an expert analyst.
Brainpower will still be needed to dive into data deliverables, expertise will still be needed to link different sources and create a more powerful overview.
A dashboard that turns pure figures into colourful visualisation might be a nice first step, but will also not solve your mission: maximising profit, acting on data, recommending upcoming actions.
…so heißt das neue Buch von Herausgeber Torsten Schwarz, der bereits viele Experten in vorherigen Fachbüchern vereinen konnte
„Big Data im Marketing“ behandelt aktuelle Themen rund um das Buzzword „Big Data“. Und zwar jeweils mit praktischem Bezug.
– Neue Anforderungen an das Marketing der Zukunft.
– Big Data: Daten sammeln, aggregieren, analysieren, nutzen.
– Streaming Analytics: Management in Echtzeit.
– Umsetzung in konkrete Marketingmaßnahmen.
– Kundenwünsche in Echtzeit erkennen und bedienen.
– Alles zur Rechtslage und zum Datenschutz rund um Big Data
Auf mehr als 300 Seiten erklären also über 20 führende Experten aus Praxis und Wissenschaft die Marketingrevolution Big Data: von den technischen Grundlagen bis hin zur Customer Journey, von der System-Integration bis zum Social Media Monitoring.
Lesenswert. Aktuell. Und praxisnah: „Big Data im Marketing„.
11 Tips for the CMO of Tomorrow The C-Suite becomes digital, the CMOs must align
Digital business is carving out a bigger and bigger place in the C-Level management.
A quick glance at the backgrounds and titles occupying your own companys C-Level probably proves this. But if you need further confirmation, check out Korn Ferrys Top 15 for 2015: The most in-demand C-level positions for the year ahead.
Korn Ferry, the largest executive search firm in the world, lists Chief Innovation Officer, Chief Cyber Security Officer and Chief Digital Officer among the top five most in-demand positions. Chief Information Officer (CIO) and Chief Technology Officer (CTO) appear as well.
In other words, data and technology are going to be all of our bosses before long. Chief Marketing Officer is still firmly entrenched in the modern C-Suite. Its just that the position itself is evolving. Fast. And as the C-Suite becomes more digital, so, too, must the CMO.
Lets take a look at 11 tips that will enable the modern-day CMO to stay relevant in the rapidly evolving C-Suite.
1. Get Digital. Now.
Any CMO in the future will understand that marketing campaigns need to utilise digital channels and be underpinned by digital optimisation techniques. But it is hard to overstate the scope of the shift to digital. Gartner, for instance, projects that by 2018, digital business will require half as many business process workers and 500% more key digital business jobs, compared to traditional models. It will be impossible for a CMO to stay afloat without riding the high digital wave.
2. Let ROI Rule
Numbered are the days when a CMO can simply say, Oh, the ROI on that campaign isnt important. It was just for branding. Smartphones, in-depth analytics and user-centric tracking are ushering in an era of unprecedented measuring. And the CMO of tomorrow (and today) needs to be able to measure, to prove that campaigns are working. The percentage of marketing campaigns that dont have a clear-cut ROI is on a one-way track towards zero.
3. Acknowledge and Embrace Data Domination
Everyone wants to be data-driven. And with good reason. Data helps to optimise processes, maximise returns, allocate resources. Data-driven, though, will soon give way to data-dominated. Data will not assist marketing campaigns; data will dominate them. Real time relevance is moving to become table stakes & the quickest to move will win, analytics and data warehouse provider Teradata wrote in its 2015 Global Data-Driven Marketing Survey. In other words, CMOs who see data not as seasoning, but as the entire meal, will be the ones getting ahead.
4. Dont Forget Offline
Digital advertising expenditures are expected to eclipse $160 billion in this year alone. Thats huge. But even so, it will only account for 30% percent of total ad spending, according to Magna Global. In four years, that number is projected to rise but only to 38%. So the focus shouldnt be ditching offline campaigns, but rather incorporating data-dominated principles into the offline world.
5. Assist Your Team
Nowadays, a lot of experts are hired in diverse team set ups. This is a very positive thing. But it also means aligning those experts towards a joint goal. A company goal. In general, a superior should always also be an assistant for the team, but in a digitally-oriented team, those experts might even need stronger assistance because of their dedicated expertise on a specific technical field. Managing will get less important. Assisting is the new management. The more your company is focusing on online and online business, the more global the business will become. Core competencies, time zones, cultures. Bringing everything together is the number one task for a professional CMO.
6. Learn More and Get Social
Even the most progressive and data-driven CMO ten years ago would have had no idea about so many things that, today, we take for granted. In 2005, Twitter didnt exist. Bitly didnt exist. The iPhone was two years away. Facebook was in its infancy. It is impossible to forecast each and every evolution in digital marketing. But it is not impossible to keep your ear to the ground and, if not anticipate whats next, at least be at the forefront of adopting whats next. That means you need to be on Twitter, on LinkedIn, on whatever platform pops up next. You dont need to tweet your every thought or Instagram what you ate for lunch. But being present on social media will let you see whats developing as it develops, no afterwards.
7. Delegate Competence
The definition of marketing continues to expand. Analytics is now an essential element of marketing, for instance, as are web design, social media and more. A CMO would need 36 hours a day to micromanage all of this stuff. And thats why the Future-CMO will delegate, delegate, delegate. This will increase efficiency and make your business scalable. Let the experts be experts.
8. Join Forces
People outside Marketing know different things than the CMO or the Marketing Executive. That is clear. But what isnt obvious to a lot of CMOs is that this external knowledge can be a huge boon for the marketing team. Virtual, interdepartmental teams facilitate cross-pollination of ideas. You can ensure Eureka! moments or at least Maybe we should try that moments when external perspectives are brought into the fold.
9. (Re)Connect with the CTO
Everybody has heard that the CMO will own more budget to spend on IT than the CTO himself. That is exciting and challenging. The growing responsibility within the technical sector gives great freedom to the CMO. The CTO has much more experience picking the right vendor, the right tool, the right partner. So as a CMO, you better make sure the CTO is and will be your friend.
10. Listen to Your Customers. Seriously.
This one is really as old as data domination is really new. And it is more important than ever. Customers or readers or viewers or whatever your target group looks like have infinite choices. They also have power to influence others. Theyre on social media, too, and you shouldnt underestimate the power of negative marketing. Use data. Use analytics. But put customers at the centre of what you do. If you dont, someone else will.
You can not achieve everything in life. Not in private life, not in business life. You just need to focus on the important stuff, and for CMOs, the important stuff boils down to optimisation. Determine which factors you are able to improve. Step by step and with smart decisions. And besides, even though the world seems to be spinning faster than ever, you will probably have more time to act than your predecessors: Gartner projects that by 2020, life expectancy of people in the developed world will increase by a half-year thanks to the widespread adoption of wireless health monitoring technology. Use those 6 months to get a head start on these tips above.
Find the World`s most influential CMOs here: Top CMOs of the World
Wir wussten es immer: Deutschland ist etwas datan-paranoid
Jetzt haben wir es schriftlich. In einem Vergleich zwischen USA, Indien, China und UK schneidet Deutschland am daten-sensitivsten ab. Und ich finde, das ist gut so. Während andere Länder hierzu Witze machen und den Kopf schütteln, empfinden viele Experten dies in der heutigen Daten-Welt als sehr gerechtfertigt.
Der Bericht entstammt aus einem Harvard Business Review Artikel, in dem es um Customer Design, Transparenz und Vertrauen geht.
Kate Owen, eine gebürtige Neuseeländerin, hat über 15 Jahre Berufserfahrung in der Onlinebranche. Nach zehn Jahren in der digitalen Branche in Deutschland lebt und arbeitet sie nun in London & Paris und baut Digital Element beeindruckenden Kundenstamm im DACH-Raum, Benelux und Nord-Europa gezielt weiter aus.
Kate Owen besitzt ein MA in Betriebswirtschaft, sowie zwei Diplome in klassischer Musik. Und obwohl Kate sehr gut Deutsch spricht: das Interview wurde auf Englisch geführt, um die Inhalte so genau wie möglich wiederzugeben.
Web Analytics Europa: You work in IP geolocation. Why would anyone be interested in using IP data for location information in todays digitally connected world where people are increasingly online and mobile?
Kate Owen, VP Northern Europe: There are several reasons why IP-based geolocation is as important as ever in todays connected world. It is used in advertising to target the most relevant audiences and assess the value of an impression prior to bidding. It is used to personalise websites, so the home or entry page automatically presents the correct language, currency and local store information. Further personalisation enables a retailer to promote a winter tyre service at exactly the right time in the right area of the country, for example, or use different marketing images by region to appeal to regional tastes or the local sense of humour. It is used to analyse patterns of behaviour, and optimise strategies based on this. The potential to make campaigns and content relevant to the consumer and through their responses understand more about regional behaviours and differences is enormous.
Web Analytics Europa: But how do people feel about you tracing where they are?
Kate Owen: Our data looks at the connection point to the public internet. It does not trace the individual user. We use only proprietary, technical infrastructure analysis techniques, anonymised feeds and permission-based cross-references. In this way, we can provide a wealth of information on the connection, the carrier and the location enabling brands to target and personalise accurately and engage relevant consumers without ever impeding on their privacy. Once the brand has the consumers attention, it can offer opt-in location-based services and promotions incentivising the consumer to offer more personal information to enhance the relationship. So long as companies are mindful of the type and level of ongoing communication, this is a chance for valuable trust and relationship-building and is beneficial to all parties. Consumers can rest assured they are not traced personally without permission.
Web Analytics Europa: You mention accurate targeting how accurate are you talking? And how does it work?
Kate Owen: We first invented the concept of IP-based geotargeting in 1999. Our web spidering technology crawls the internets routing infrastructure to triangulate the geographic location of IP addresses. We then combine this with anonymised user information from our global partner network, and our latest-generation IP targeting utilises mobile device derived data gleaned from wifi access points and opt-in GPS co-ordinates from across the world. In this way, were able to further validate and fine-tune results to close gaps in the IP targeting space. This means more accurate postcode-level targeting to within a 5-8 km radius of traffic on all types of device, across the globe. To give a couple of examples, with the new mobile device and wifi input, we are able to identify over 30% more individual postcodes in Spain, 2.5 times more in Poland, and our responses in the Netherlands have increased from 3,300 postcodes to 290,000 so our clients there can target with nearly 90 times greater precision than previously technically possible. These figures are growing all the time as new datasets are incorporated. Looking at Berlin in particular, the combination of our datasets has resulted in not only an uplift in the number of individual postcodes reported, but also a far more logical distribution of those postcodes across the citys regions indicating the level of granularity and accuracy now achievable.
Web Analytics Europa: Is this level of precision really necessary?
Kate Owen: This depends on the application. In licensing rights issues or regulatory compliance, country-level location information may suffice. Advertising and ecommerce, however, use analytics platforms, such as yours at Webtrekk, to pinpoint specific location and to understand patterns of behaviour based on regional interests, traditions and patterns of consumption. This enables optimal use of data and improved ROI. Companies can choose the level of IP geolocation detail they require, but the key is to ensure the IP intelligence provider regularly updates its IP routing infrastructure and uses multi-layered methodologies to enhance, check and analyse its accuracy. Having confidence in the quality of data however detailed it might be is imperative to its success.
Hier finden Sie das 30. MONTAGS-Interview auf Web Analytics Europa: Dan Siroker von Optimizely über Website-Optimierung
Die Webtrekk User Conference findet am 28. und 29. Mai in Berlin statt – mit Workshops und Key Notes von Zalando, Expedia, Deutsche Telekom – und Speakern aus China, Italien, USA und Niederlande
Die Webtrekk User Conference wird wieder größer – und noch internationaler. Das Speaker Line Up umfasst fast alle Kontinente: USA, Europa, Asien sind dabei.
Am 28. Mai können am WUC Workshop Day vertiefte Einblicke in praktische Anwendungsfälle gewonnen werden und Fragen zum Thema von Spezialisten beantwortet werden. Am Folgetag findet, wie in den letzten Jahren, die Webtrekk User Conference im nhow Hotel Berlin statt. Lesen Sie hier mehr dazu:
Auf der Webtrekk User Conference kommen nationale und internationale User, Partner und Experten in Berlin zusammen, um sich über aktuelle Entwicklungen im Bereich Digital Analytics und Marketing auszutauschen. Neben Präsentationen über die innovativsten Features der Webtrekk Digital Intelligence Suite erfährt man mehr von Best Practice-Fällen, neuen Ansätzen und Trends in der Digital Intelligence-Branche.
Zwei parallele Streams – deutsch und international
Ein deutscher und ein englisch-sprachiger Stream werden Content liefern. Beide Streams bieten ein vielfältiges Programm mit Paneldiskussionen und Präsentationen von Usern und Webtrekkern.
Auf der WUC gibt es außerdem reichlich Gelegenheit, andere Webtrekk-User und digitale Experten zu treffen. Nicht nur währen der Konferenzpausen, sondern besonders auch auf der anschließenden WUC Rooftop Party.
Auf einen Blick
– Präsentationen von Experten im Digital Analytics- und Marketing-Bereich
– Frische Ideen und neue Trends für den effektiven Einsatz von Analytics
– Best Practices zu Analytics für Mobile, Social Media, TV, Callcenter und mehr
– Überblick über neue und kommende Features der Webtrekk Digital Intelligence Suite
– Jede Menge Möglichkeiten zum Networking während der Pausen, dem Lunch und natürlich der WUC Rooftop Party
Wer sollte teilnehmen?
– CEOs, für die datengestützte Entscheidungen essentiell sind
– CMOs, die Ihre Marektingausgaben optimieren möchten
– Marketers, die keine Angst vor Zahlen haben
– Analysten, die die Grenzen von konventionellem Analytics austesten
Zur genauen Agenda mit Sprechern von Telekom, Hepsiburada, Zalando, Expedia & Co gelangen Sie hier: Webtrekk User Conference 2015 Agenda