how to explain data analysis to businesses
TRANSCRIPT
And how it can drive a business
Business
Data analysis
Data Analysis
Business Intelligence
DataAnalysis
Business Growth
Data Analysis
Check the vitals
Web metrics related to visits & visitors,
devices, channels, engagement, and
conversions.
Meet the users
Build user profiles to learn more about
valuable users and ways to maximise
positive behaviours.
Identify key areas
Discover the performance patterns and
the areas to improve.
Connect the dots
Focus specifically on performance
patterns with strategies for optimisation.
What for?
01 CASE SCENARIOThe New Revenue Development Team from the Hilton
wants to launch You are connected, a connection landing
page for all new users to their hotel locations.
The page serves a dual function:
• Provides useful information to the user
• Provides an advertising platform for display revenue
You are connected
You are connected
What is success ?
04
03
02
01
New source of revenue
The Hilton team creates a new source
of revenue by selling placements to
different local, national and global
publicists.
Performance knowledge
The Hilton team has data on the display
ads performance, the type of users who
interact, the type of devices they use,
and the type of content they like.
Publicists want to advertise
The Hilton team can evidence the
display performance and provides a
relevant rate card.
It all starts with data
The Hilton team collects and analyses
the relevant web data to identify
optimisation strategies.
The right data
Page performance
How many users visit it, what they read,
if the page displays easily, how valuable
the display ads and content modules
are.
Hilton users
Demographic profile, type of device they
use, the content they like, the interests
they have, when they are active.
What works
What content works for which type of
users, which devices perform best,
when do users engage most, etc.
Make it work harder
Launch experiments to improve the
page content and engagement for the
users, so that the display ads gain more
attention.
02 COLLECTING DATAHow can the Hilton team collect the digital data that are
required to drive the project to success?
Website anatomy
User
Sessions
Interactions
Experiments
Mark the interactions
The insight we getMale25-34
The insight we getMale25-24
Website anatomyMale25-34
Website anatomy
Change ad position &
topic
Save flight data
Male25-34
Experiments
Original
Display ad on top
Original
Travel focused ad
Original
Saved flight status data
Winner
Winner
Winner
Collection tools
Web analytics Heatmaps & session replay
03 REPORTING & ANALYSISOnce the Hilton team has collected the relevant data, it is
essential to analyse and report strategically to the relevant
teams.
Page performance
Demographics
Event performance
Flight status
Display ads
click
click
Technology
Heatmaps
No siloed data
04 WHY DOES IT MATTER?The data analysis provides the relevant information to trial
hypothesis and improve the overall performance of the
project.
Success scenario
Original
Display ad on top
Original
Travel focused ad
Original
Saved flight status data
Change in the ad position, change in a module content
Addition of a new content module for
travel
What is ROA
Final revenue
Starting revenue
Data Analysis
Tools
Return on AnalyticsThe return of investment when it comes to Data
Analysis needs to be calculated similarly to the
ROI of Business Intelligence.
Calculations
The impact of data analysis is the impact it has on other teams.
Calculations
Items Return Investment DurationOriginal Display sale $60,000 / month
Inspectlet $299 / month 6 months
Data Analysis strategy $8,000/ month 6 months
Final Display sale $120,000 / month 12 months
Calculations
2,300%
(120,000 – 60,000) x 12
(8,000 + 299) x 6
= 1,446%
400%
Powerful knowledge
Discovering opportunities
Basis for growth
Key to fix errors
A positive ROI
The truth behind 1,400% ROA and why it’s expected.
Running a business without data analysis is like flying a plane without a dashboard.
Celine Domenech 2016
THANK YOU