Tag Archives: analytics

Co-creating the future #IIeX #MRX 

Live note taking from #IIeX in amsterdam. Any errors or bad jokes are my own.

Using insight and analytics to steer change in an organization by Melissa Gill, Credit Suisse

  • The five stages of grief – you show us things we don’t we to hear, you make us question our sense of purpose, create a sense of loss for ourselves and our team, people go through denial as they read the results, it takes a while to accept the final results
  • Mission statements are a call to action, be part of the change, have clear direction, creating a vision is less functional
  • Define the problem you want to solve next year, create a team to act on a critical issue, don’t make people boil the ocean, get value this year so you can create a budget for next year
  • Assess the ideal situation, work requires part of a person not a whole person and it’s expensive, find out where the data is, where the expertise is within your company
  • Plan for a win, get results in 6 to 9 months minimum, don’t demonstrate technical competition yet, demonstrate value for the business within the budget timeframe
  • Solve your mission problem with incremental wins
  • Communicate, don’t communicate your wins or learning, also communicate what you can do better, help other people see other areas where they can contribute or add to your success
  • Create the right environment, who is the lead – the CRO, CEO, or someone else, the spehere of influence is quite broad
  • Its better to focus on learning how to improve things rather than asking questions that reflect your KPIs

Made you look! Using eye-tracking to see digital advertsing in a new way by Colin Deller and Maria Sealey, AIMIA

  • 46% of impressions are not viewable, this costs 1.6 billion pounds per year for UK companies
  • What do people actually look at online, do they look at native as much as display advertising
  • Infra-red eye tracking technology is available
  • Eye tracking showed that people weren’t pay much attention to a text ad, indexed it to a penguin ad and you could see much more attention paid to the image ad versus the text ad, more people viewed, for longer time
  • Only 35% of ads we purchase are viewed by people, only 9% of people look at them for more than one second
  • This is low in comparison to traditional ads, press gets more views because there is no load time and it’s viewed longer, 40% look at the ads for more than one second, 2.2 seconds average for print
  • But you cant just lift the print ad and use it is a a digital ad
  • Ads aren’t always immediately viewable and sometimes they switch to a different ad immediately
  • Viewable does not mean its being viewed
  • Think like.a poster not like direct mail
  • User cost per view, not cost per thousand

FinTech and Disruptive Innovation in Financial Services by Anthony Michelini, Citigroup

  • Citigroup is over 200 years old
  • Ingenuity has been art of their DNA 
  • Banking isnt just credit cards, it’s advising, investments, money transfers, bill payments
  • The bank is the hub of people’s money but there our spokes coming out of it
  • Half of millennials are already using financial tech solutions, 60% are happy with it, two thirds will use more going forward
  • Only half of millennials would be happy if they only had financial tech, but the trend is similar for older people, B2B are the furthest behind but still want digital
  • We can’t be all things to all people
  • Six markers of progress makers – optimistic, driven, resilient, future focus, worldly outlook, generosity of spirit
  • These come from motivations as people and how they view their lives, not just how they use banks
  • They use communities, advisory boards, innovation labs around the world
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Storytelling Through Digital Analytics by Scott Vanderbilt, NPR #MRA_National #MRX

… Live blogging from Disney Orlando, any errors are my own…

Storytelling Through Digital Analytics

Scott Vanderbilt, Digital Research Manager, NPR; Sarah Withrow, Senior Research Analyst, NPR

MRAInsights

  • NPR is a news media organization “National Public Radio”
  • Afternoon show “All Things Considered”, how does a radio show translate to digital
  • Key issues
    • What is doing well or not in their content, need it real-time, there are dips on certain days and certain hours, as well as certain shows
    • How to better engage with afternoon listeners and increase the stickiness of the content?
  • Digital metrics of audience behaviour gives us the what- when do they tune in and out, which stories do they tune in and out of, amount of time listening
  • Diary studies gives us the how – archetypes of current listeners, grouped by listening setting, importance of the stories,where they listen to the show whether at home or car or work, what platform they listen on, find out what they’re looking for, what they turn to after the show
  • Focus groups gives us the why – motivations and perceptions, they like particular hosts for particular stories
  • English: The logo of National Public Radio's A...Why do they tune out?  it’s not length as long as the story appeals to them.
  • Are they expecting something different? they expect eclectic stories, they love not knowing what the stories will be
  • Does the flow of the show match their needs?  i.e., the order of segment. changing the flow is fine if it’s done gradually
  • [this show sounds like “Sunday Morning” which I love]
  • What would increase the stickiness? Provide the full show or pieces of the show digitally
  • Does the tone match what they want? do they want shorter, snappier news?
  • Which shows draw the largest audience, which content kept them on the website longer?
  • Use voting buttons to see which shows viewers like on their website
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