Digital Analytics

Consultancy Services

According to recent research from Gartner, analytics remains the no.2 priority for CMO's in 2021, yet only 54% say analytics influences business outcomes, citing data quality and visibility of insight as key issues. Meanwhile, the COVID-19 crisis has shifted CMO's focus towards lead conversion and customer retention, accelerating the importance of digital analytics.

Driving value from digital analytics depends upon a high quality effective implementation, clearly aligning analytics activities to commercial priorities and developing a culture of analytics driven decision making. Datalorian can provide support in all of these areas.

Behavioural & UX Insights

Behavioural analysis to identify website user pain-points and opportunities for improvement, including, but not exclusive to: website features and functionalities, content strategy, conversion optimisation, testing and personalisation.

Previous work: Behavioural UX analysis for a major international bank drove key web functionality & feature priorities for a complete website redesign across multiple markets and languages.

Micro-segmentation

Identifying behavioural differences and similarities between multiple visitor segments based on common traits or behaviours, which can be leveraged for enhanced UX, marketing and personalisation.

Previous work: Identified key behavioural patterns across multiple visitor segments, customer types and loyalty tiers for a global airline brand, which became the basis for a large scale personalisation project.

Digital Channel Insights

Evaluating past and present digital cross-channel performance, understanding the role that each channel plays in the conversion journey and identifying underperforming campaigns for marketing budget optimisation.

Previous work: Detailed analysis of digital cross-channel performance for an international retailer which entailed traffic quality scoring and resulted in optimisation or removal of underperforming campaigns.

High Value Insights

Benefit: Turning data into actionable insight that drives digital strategy.

Best for: Brands who are ready to harness actionable insights that can drive business outcomes.

Digital Analytics Implementation

Benefit: High quality accurate analytics data you can trust.

Best for: Brands with analytics data quality challenges and / or brands implementing a new analytics tool.

Data Driven Culture

Benefit: Increasing data visibility, democratisation and enabling data-driven decision making.

Best for: Brands who want to increase the volume of decisions driven by data and might not be sure where to start.

Measurement

Frameworks

Translating business objectives into digital KPI frameworks that becomes the basis for a wide spectrum of high value analytics outputs, ranging from tracking specs and dashboards to insight and optimisation initiatives.

Previous work: Produced a measurement framework for a global airline brand, which became the basis for analytics tagging specifications, market level dashboards, insights and website optimisation programs.

Data

Visualisation

Developing visually stunning interactive dashboards tailored around the needs of multiple stakeholder groups. Translating high volumes of data into meaningful insights that enable on-going tracking of digital performance, enabling the identification of opportunities and issues in digital performance, as well as acting as springboards for deeper exploratory analysis.

Previous work: Delivered fully interactive dashboards for an international e-commerce clothing brand, allowing for easy analysis of website, media and SEO performance improvements.

Adobe Analytics &

Google Analytics

Training

Empowering stakeholder groups of all skill levels to harness the power of Adobe Analytics or Google Analytics through a series of hands-on training sessions based on real life practical analytics problems faced within the clients business.

Previous work: Delivered tailor-made hands-on Adobe Analytics training to multiple user groups of different levels of analytics expertise for a global investment bank.

Tagging Specifications

Collecting business requirements, translating business requirements into a KPI framework and producing Adobe Analytics / Google Analytics tagging specifications. Liaising with internal and external teams involved in the implementation project, conducting a thorough data QA testing (on page and in-tool) and handover.

Previous work: Leading the Adobe Analytics implementation for a major digital transformation program for a global bank, including tagging specification design, implementation testing and data QA in Adobe, Adobe customisations and dashboard delivery.

Resolving Data Quality Issues

Investigating, diagnosing and troubleshooting data anomalies and outliers, resulting in greater data integrity and accuracy.

Previous work: Delivered a deep-dive forensic analysis into revenue data discrepancies for a Global Airline, bringing discrepancies between web analytics and main commercial database down by 80% leading to enhanced insight and increased confidence in web analytics data across the organisation.