Convergence Analytics:How Vendors are Delivering Multi-Channel Insight

Andrew EdwardsEfectyv

May 14, 2013

Copyright 2013 Anametrix, Inc.

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Andrew Edwards

1980s: Desktop Publishing

1990s: Multimedia and Web

2000-2011: Web Analytics

2012-13: Convergence Analytics

@AndrewVEdwards

1980s: Desktop Publishing

1990s: Multimedia and Web

2000-2011: Web Analytics

2012-13: Convergence Analytics

@AndrewVEdwards

What is Convergence Analytics?

What is Convergence Analytics?

A confluence of:

• digital marketing

• big data

• cloud computing

• APIs

• sophisticated visuals

Why Convergence Analytics? Why Now?

Because the rush is on. . .

. . .to provide the best single-view into all marketing data.

Everybody is Measuring Everything

• Convergence Analytics is the “one ring to rule them all”.

Convergence Analytics: Common Characteristics

@AndrewVEdwards

Convergence Analytics: Common Characteristics• Piping Data from Multiple Sources

Marketers Need Enhanced Reality

New ways to look at complex, multi-channel data

Convergence Analytics: Macro Drivers• A confluence of demand, technology and data:

ConvergenceAnalyticsCustomer

DemandAvailableTechnology

Data

Web Analytics?

Not Enough

This Matters to Marketers Because. . .• Convergence Analytics will change everything about digital marketing measurement

• Marketing becomes more central to organizational success

Marketers in Control

New ways of looking at data allow marketers to remake the digital landscape. Measurement becomes. . .

less about

“engagement”

more about proving ROMI

Convergence v. Single-Source Analytics

Multi-Channel: “Not in Kansas anymore”

Copyright 2013 Anametrix, Inc.

Data Feeds: More is Better

Streaming Data3rd party services Batch data transfersListening

(publicly available from publishing services)

CensusWeatherMarket share / competitive data

Scheduled file integrationDatabase connectionsExcel UploadsAPI

16

DATA FROM THE CLOUD

REFERENCE DATA

CORPORATE DATA

VISUALIZE

ANALYZE

PREDICT

Copyright 2013 Anametrix, Inc.

More Data, Better Organized, How to Use It!

17

VISUALIZE

ANALYZE

PREDICT

CHANNELS

REFERENCE

CORPORATE

Predictive Modeling

The Marketers’ ApproachTo Data

DATA +

PROCESS

Insight and Optimization:a “real life example”

The 5 Essential Steps to Optimization

• 1-decide what to measure

• 2-use the right tools to measure

• 3-determine what the data has told you

• 4-make the changes

• 5-measure again to see if the changes worked

“No Other Way”

Copyright 2013 Anametrix, Inc.

Earned Media Impact on Paid Media

“How do I get multi-channel data

OUT of the application(so I can share it)?”

Water water everywhere. . .

. . .and not a drop to drink?

How to Know What You Want to Know

Competitive Data:

. . .where do I stand?

Daily Author Dashboard

Segmentation and Predictive Analytics

Digging Deeper into Data:• Brand Affinity• Readiness to Buy• Advanced

Segmentation

Return on Investment

(Lift)

I like the view!I like the view!

Key Points from our WebinarSummary

No more one-dimensional data

Convergence Analytics tools pull data from multiple sources and provide visual cohort analysis

Everybody needs a process to succeed

Now we can really see ROMI

Questions?