Our enterprise clients always ask an important question at the beginning of every financial year: how should we smartly plan our upcoming financial year from a digital analytics perspective?
If we go a little bit deeper into this question, what they are actually trying to ask would include:
In response to these questions, we do a comprehensive exercise of creating a highly customized Digital Analytics Roadmap for their business in collaboration with their Marketing, Analytics, and IT Teams. Our roadmap not only respects their current data infrastructure investment, but also takes into consideration their last year initiatives, the number of accomplishments they had on a monthly and quarterly basis, and most importantly, the type of quarterly and annual goals they have set aside for the upcoming financial year.
At the beginning of this financial year, we did this exercise for three enterprise clients and educated them about the eight key initiatives they should plan out for 2016. For the interest of our enterprise blog readers, we are demystifying those eight initiatives here:
There is a significant percentage of online businesses in our digital ecosystem who are still relying on the traditional ways of tagging their pages. They are heavily dependent on the DOM objects instead of setting up a Universal Data Layer and deploying their analytics and marketing pixels via enterprise Tag Management System. If you are among those online businesses who are still following the on-page tagging approach and struggling with frequent data quality and integrity issues, we would highly recommend investing in this area as a top priority in this financial year. Migrating to an enterprise tag management solution is going to be the foundational initiative for other interesting things you are going to pursue in this financial year. Our top two picks for the Tag Management System would be Tealium and Google Tag Manager.
Last year we received various requests from mid-sized to large media agencies and enterprises about how they can achieve the cross-channel view of their data and build customized data visualizations using tools like Tableau and Qlikview. Besides this, they wanted to know how they can further enrich these visualizations by ingesting the output of their statistical models created with open source statistical packages like R and Python, and generate actionable insights and predictions for the business and marketing teams. If you are among those enterprises who are extremely passionate about cross-channel analysis, our data preparation platform can help you achieve that vision by building a customized Data Mart, which you can be leveraged for both, Data Visualization and Advanced Analysis.
Fusion Dashboards is one of our key value offerings for enterprises as well as for small and mid-sized media agencies. This is one of those initiatives that we highly recommend to our clients as a part of their Digital Analytics Roadmap every year because it touches three main aspects of a great dashboard:
To get a Fusion Dashboard for your organization, you need to provide us with the following inputs:
Both A/B and Multivariate testing are among the most discussed and appreciated topics in our industry but despite that they are not very well accepted and implemented by the enterprises due to the following factors:
At Nabler, we provide end-to-end testing and optimization service where we take the responsibility for the following activities and keep the barrier to entry extremely low:
Clickstream data always poses a challenge for the analysts as it doesn’t usually fit the assumptions (normality, structure, etc.) that are the basis of the statistical tests, but there are few areas where these can be useful:
If you are among those online businesses who have still not invested in tracking their mobile websites and apps, then this is going to be a crucial year for your Marketing, Content and IT teams to act on because there are a lot of significant cross-device interactions happening in the digital ecosystem. Last year we observed that approximately 28-30% of the online transactions were influenced by cross-device activities. For some of our clients, we observed an equal split in the traffic across Desktop, M-site and Mobile App, however, the percentage of engagement and conversions were quite higher for mobile apps and desktop websites. The engagement level and retention rate for the App users is significantly higher as compared to Android Users. The Lifetime Value for the Organic and Email channel visitors is significantly higher as compared to Direct and Paid. The display has been a consistent under-performer.
In the last 18 months, we observed a large percentage of mid-sized to large online businesses invested either in a vendor-neutral Data Management Platform like Tealium or Ensighten, or locked themselves up with a cloud-based DMP platform like Adobe Audience or Oracle BlueKai. We are predicting a similar trend this year too and expecting a surge in this investment. Here are some tips for choosing a right DMP Solution for your organization:
Data Governance is a known challenge for over a decade now, and we are really surprised that still a significant percentage of online businesses consider it either as a low priority item, or they just don’t know how to implement it across the organization. Considering the amount of evangelization that has happened in our ecosystem in last few years; we are predicting this initiative to be a key component of the Digital Analytics Roadmap in 2016, and we expect that more and more organizations would invest heavily in this space in order to maintain the quality and integrity of their digital data. To learn more about this topic and how Nabler can assist you in this regards, do check our recently published analytics recipe on DAA.
For the convenience of our enterprise readers, we have made an attempt to plot the above eight initiatives in a yearly roadmap broken down by quarters. We hope that it will resonate with your investment plans for 2016 and give you a direction on how to prioritize them based on your organizational needs.
To learn more about our Digital Analytics Roadmap service, do contact us.