Data Visualization & Dashboards. Toronto, ON February 27, 2014

Transcription

1 Data Visualization & Dashboards Toronto, ON February 27, 2014

2 Agenda 2:30 pm Welcome & Introductions Karen Ragotte, Marketing Director, Unilytics 2:35 pm KPIs and Dashboards Peder Enhorning, President Unilytics 3:05 pm Tableau for Everyone Peder Enhorning, President Unilytics 3:35 pm Advanced Visualization Eric Tobias, VP Business Intelligence, Unilytics 4:15 pm Questions & Answers All 4:30 pm 5:30 pm Happy Hour All

3 Unilytics Overview Leading provider of analytics products & services since customers across North America 450+ consulting engagements Technology to automate and improve analytics and reporting

4 Unilytics Activities Tableau Software reseller Tableau configuration, customization, training Data modeling and data clean-up Author visualizations KPI analysis and KPI Karta workshops

5

6 Unilytics Dashboard Design Methodology (UDDM)

7 Customers? Accounts? Revenue? Product Defects? Transactions? What to track?

8 CALCULATED NUMBER rapidly and succinctly shows the progress of an organization s efforts toward a specific goal little or no interpretation ACTIONABLE!

9 How do you define KPIs?

10 What are NOT KPIs Number of: visitors customers sales revenue sign-ups registrations TOP 10 s: partners videos product defects inventory items customers Acid Test: Would a new employee understand number?

11 What are KPIs? - RAPR Rates Averages Percentages Ratios

12 What are KPIs? - RAPR Rates Averages Percentages Ratios Form-fills Rating per Article Submit Question Registrations to Visitors All should be looked at over time

13 Organizations hold numerous meetings, day after day, to define KPIs that seem to lack impact or clarity. Numbers that no one understands, or knows the source and history of KPIs need to be ACTIONABLE!

14 If it s a metric that doesn t change how you behave it s a BAD METRIC!

15 A formal methodology helps focus teams in a situation that can often: Come from vast amounts of information Have a variety of personal viewpoints or interests Involve data that is subject to interpretation KPI Karta is a framework for deriving KPIs KPI Karta is universally applicable regardless of industry, type of business objectives, organization, etc. Bridges the communication divide that tends to exist between business teams, technology teams, and the analytics team.

16 Goals & Objectives High level Upper business Management Goals & Objectives Critical Success Factors KPIs Metrics Items that Middle are vital Management for a strategy to be successful Special Metrics Analytics that tell Team you how you are doing Relationship Technical of Staff Measures Rates, Averages, Percentages or Ratios Measures Raw numbers Analytics and data data (finance data, off-line touch-points, customer databases, web analytics data, marketing)

17 KPI Karta Goals & Objectives Critical Success Factors KPIs KPIs are driven by business Goals BUT Metrics Measures KPIs are constructed from Measures

18 KPI Karta Goals & Objectives Critical Success Factors KPIs Metrics Increase sales Increase leads by 25% in 12 months Identify, and increase by 50%, high quality lead sources in 12 months Conversion ratio of visitors to leads Average leads per referrer Lead source quality ratio Conversion ratio of visitors to leads PDF downloads by registered visitor Average leads per referrer Lead source quality ratio Measures Visitors Leads PDF downloads Registrations Referrers Lead score

19 KPI Karta Goals & Objectives Critical Success Factors KPIs Metrics Measures Decrease support services cost Decrease support calls by 20% in 12 months Reduce per-call cost by 15% in 12 months Ratio of call center calls to online support Self-service registration per visitor Cost per call Ratio of call center calls to online support Self-service registrations per visitor PDF downloads by visitor Cost per call Visitors Call center calls Page views PDF downloads Registrations Referrers Total call center cost Calls handled

20 Publisher of Medical Journals Business Goal & Objective: Increase Revenue Set by executive management during annual review of current online marketing strategies addressing decreasing print demand

21 Goals & Objectives Increase sales Critical Success Factors Increase revenue generated by online only content by 15% during 2013 calendar year KPIs Metrics Completion % of Funnel Starts % churn to call centers Completion % of Starts % churn to call centers Self-service registrations per visitor PDF downloads by visitor Measures Visitors Call center calls Page views PDF downloads Registrations Referrers Total call center cost Calls handled

22 Goals & Objectives Increase sales Critical Success Factors Increase revenue generated by online only content by 15% during 2013 calendar year KPIs Completion % of Funnel Starts % churn to call centers Metrics Measures

23 Goals & Objectives Critical Success Factors Goals Marketing & Objectives Phase Audience Critical Strategy Success Factors Tactic KPIs KPIs Metrics Metrics Measures Measures

24 Consider the customer/marketing lifecycle and target your action to it: Acquire - Get your persuasive, introductory message out to as many of your prospective clients and customers as possible. Engage - Deliver a targeted, meaningful, message to the potential customers that attract them to you for more detailed information. Convert - Provide enough incentive, and a simplified process, and cause the potential customer to execute your preferred action. Retain - Ensure you delivered value as promised and your product/service has long-term value so they keep coming back.

25 Also known as Segmentation - The process of grouping your customers together into logical groups of similar characteristics or behaviours. Why do we segment our Customers? Different people will respond to different offers. Certain basic traits of your customers will provide hints on how best to approach them in nudging them toward conversion.

26 THE WHAT Decisions made to achieve the greatest overall value irrespective of immediate return. A plan of action designed to achieve a long-term vision for your organization. Timeless

27 THE HOW & WHO Decisions made to achieve greatest immediate value. These are the day-to-day activities that are repeatable in your business and relatively clearcut. Change over time/technology

28 Strategy Engage customers in stores to increase sales Tactic 1900 Put up posters in store promoting deals 1980 Electronic screens updating specials 2014 Mobile optimised website, foursquare deals, customer service in social media, etc.

29 Marketing Phase: Convert (Acquire, Engage, Retain) Audience: International market Strategy: Reduce average time-to-purchase Tactic: Simplify conversion funnel

30 Goals & Objectives Critical Success Factors Marketing Phase Audience Strategy Tactic KPIs Metrics Increase Revenue Increase revenue generated by online only content by 15% during 2013 calendar year Convert International markets Reduce average time-to-purchase Simplify conversion funnel Completion % of Funnel Starts % churn to call centers Completion % of Starts % churn to call centers Self-service registrations per visitor PDF downloads by visitor Measures Visitors Call center calls Page views PDF downloads Registrations Referrers Total call center cost Calls handled

31

32

33

34

35 Be a calculated number; RAPR Be comparable over time Be suitable for the specific business, industry, and organization Be related to business goals and objectives Make it possible to influence the business

36 Effective Dashboards

37

38 Business Users and IT Users know THE DATA but they don't know DATA IT knows DATA but they don't know THE DATA

39 Demonstration