creating strategic value through digital analytics
TRANSCRIPT
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1Escola Politécnica da Universidade de São Paulo │ Departamento de Engenharia de Produção
CREATING STRATEGIC VALUE THROUGH DIGITAL ANALYTICS
Claudio L. C. de OliveiraFernando J. B. Laurindo
1Claudio L. C. Oliveira & Fernando J. B. Laurindo
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Agenda• Purpose
• Research Framework
• Methodology
• Findings and conclusions
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Digital Analytics conceptDigital Analytics concept
“Digital Analytics is the measurement, collection, analysis and reporting of digital data for the
purposes of understanding and optimizing business performance”.
(CUTRONI, 2012)
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GoalsGoals• The main goal of this study is to understand how
companies use the concept of Digital Analytics and how to leverage their results from Digital Analytics implementation
• Specific goals:1. Developing a framework of Digital Analytics ;2. Verifying the application of this framework by the companies
empirically;3. Evaluating the Digital Analytics strategy alignment and its
contribution to business results ;4. Identifying the critical success factors for a Digital Analytics
implementation.
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Digital Analytics Digital Analytics frameworkframework
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MethodologyMethodologyThe research was planned in 5 phases in order to
manage the multiple case studies: 1. definition of a conceptual and theoretical
framework as described in the previous chapter; 2. case planning including an exploratory survey
with 76 business executives; 3. conduction of the pilot test; 4. collection of data of 7 case studies; 5. report generation.
Claudio L. C. Oliveira Fernando J. B. Laurindo
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Findings of the Findings of the exploratory surveyexploratory survey
Claudio L. C. Oliveira Fernando J. B. Laurindo
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1. The majority of the companies (68%) uses the Internet to collect information about competitors2. 53% of the companies collect data about prospects such as audience researches and
consumers profiles on social network3. 48% analyze the user behaviour on the corporate websites
gray scale is proportional to responses frequency
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Case characteristicsCase characteristics
Claudio L. C. Oliveira Fernando J. B. Laurindo
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Analyze of theAnalyze of themultiple case studiesmultiple case studies
Claudio L. C. Oliveira Fernando J. B. Laurindo
Uniform construct / variable application
Different levels of use per company
gray scale is proportional to Likert scale where 1 = low adherence and 5 =high adherence
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Analyze of theAnalyze of themultiple case studiesmultiple case studies
Case Context of Digital Analytics Application
E-Commerce
Continuous improvement of the usability, campaigns returns and consumers fidelity 4
Phonographic
Social media to promote the shows and to learn about the public preferences. Leveraging the crowdfunding. 4
Software Search engine marketing analyzes to increase sales, optimize return on investments of online campaigns and discover unexplored markets
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Foods The company utilized the analyzes to generate insights to build a close relationship with its consumer 3
Cars E-metrics to optimize campaigns and their website usability. The analyses are not sistematic. Focus is fragmented in each campaign
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Publishing Analyzes of the website usage and social media posts to support the corporate strategy, but not the online presence 2
Clothes The company is not monitoring of the social media and audience of the site to support business strategy or online presence
1Claudio L. C. Oliveira Fernando J. B. Laurindo
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ConclusionsConclusions• For the companies which strategies are strongly
based on the Internet as the e-commerce store and the music band, Digital Analytics is crucial.
• The software company strategy also depends highly on internet efforts. But it uses e-metrics with caution in order to not disrupt the offline business. Nevertheless, they get an expressive increase on sales and some insights to new offerings
• The foods, clothes and publishing companies used less the Digital Analytics practices than the others companies analyzed; it reduced the potential of e-metrics influence on the business results.
Claudio L. C. Oliveira Fernando J. B. Laurindo
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12Escola Politécnica da Universidade de São Paulo │ Departamento de Engenharia de Produção
OBRIGADA!
Claudio L. C. Oliveira– [email protected] J. B. Laurindo – [email protected]
12Claudio L. C. Oliveira & Fernando J. B. Laurindo