Digital interactions and the platforms that come with them have been constantly\u00a0evolving\u00a0over the last 20 years.\u00a0The same applies to\u00a0the tools\u00a0used by digital professionals, which\u00a0are\u00a0becoming\u00a0increasingly\u00a0advanced.\u00a0This has encouraged companies to\u00a0create\u00a0multiple\u00a0specialised\u00a0teams,\u00a0which has inevitably\u00a0created\u00a0siloes.\u00a0<\/p>\n
In\u00a0AT Internet\u2019s\u00a0recent\u00a0DAA<\/a>\u00a0webinar,\u00a0our\u00a0Data Expert Declan Owens highlighted\u00a0the importance for companies to introduce a\u00a0unified\u00a0data model\u00a0approach\u00a0across\u00a0their organisation.\u00a0By\u00a0ensuring that\u00a0their\u00a0analytics\u00a0are\u00a0at the heart of their\u00a0digital\u00a0product & marketing strategies,\u00a0companies\u00a0can ensure that\u00a0it is\u00a0fully aligned with their business needs.\u00a0\u00a0<\/p>\n AT Internet\u2019s new\u00a0Analytics Suite<\/em><\/a>\u00a0provides the essential tools and ideas to implement\u00a0a data model\u00a0strategy into your business and leverage the true value of your digital analytics.\u00a0<\/p>\n In the beginning\u00a0AT Internet simply had\u00a0the\u00a0internet\u00a0user.\u00a0They went online via a desktop and hey presto\u00a0\u2013\u00a0straightforward\u00a0analytics. Zooming\u00a0up to 2020,\u00a0the customer journey is now far more sophisticated,\u00a0composed of multiple touchpoints, that can be physical, digital or both!\u00a0\u00a0\u00a0<\/p>\n In terms of analytics,\u00a0this is\u00a0compounded by the fact that\u00a0each specific technology\u00a0has traditionally had its own set of tools, from web\u00a0analytics to app analytics,\u00a0or even voice analytics, chatbot analytics, etc.\u00a0The silo effect\u00a0also applies to\u00a0digital professionals who have also tended to\u00a0focus and\u00a0worked\u00a0on\u00a0each\u00a0specific\u00a0technology, with little or no interaction.\u00a0<\/p>\n The same goes for the\u00a0vocabulary used in analytics\u00a0\u2013\u00a0page_views<\/strong>\u00a0can also be\u00a0equivalent to\u00a0\u00a0screen_loads<\/strong>,\u00a0app_open<\/strong>,\u00a0message_sent<\/strong>,\u00a0action_sent<\/strong>, etc. depending on the technology.\u00a0And translating all these events into\u00a0concrete steps in the customer\/user\u00a0journey\u00a0such as conversion\u00a0can be challenging to say the least.\u00a0\u00a0<\/p>\n The convoluted nature of\u00a0modern analytics can also create roadblocks when trying to\u00a0effectively\u00a0monetise your\u00a0business\u00a0and optimise costs\/service levels.\u00a0Even\u00a0meeting\u00a0simple\u00a0KPIs\u00a0can be\u00a0extremely time consuming,\u00a0such as\u00a0understanding\u00a0how content consumption has evolved over time,\u00a0the weekly average share of subscriptions\u00a0between digital and physical, or\u00a0purchasing patterns across all your brands.\u00a0<\/p>\n If you want to succeed in the highly competitive market, it is therefore essential to rely on a single, unified data model.\u00a0<\/p>\n There are a multitude of ways that companies can organise their data. However,\u00a0it\u2019s critical to have a central analytics strategy\u00a0regardless of the\u00a0governance model applied within the company\u00a0\u2013\u00a0and ideally a team\u00a0that can build value from the\u00a0core\u00a0of\u00a0business,\u00a0then\u00a0offer it to the rest of the organisation.\u00a0\u00a0<\/p>\n Becoming\u00a0user-centric\u00a0is\u00a0challenging due the range of platforms and devices, the need for specific teams and analytics tools, as well as the\u00a0difficulty of centralising the\u00a0structure of the\u00a0data.\u00a0<\/p>\n Today\u2019s analytics market\u00a0can be boiled down to three approaches\u00a0\u2013 each with their\u00a0advantages and drawbacks:\u00a0<\/p>\n These are\u00a0designed to meet specific digital marketing issues\u00a0such\u00a0traffic acquisition, monetisation,\u00a0and include\u00a0numerous metrics and specific analyses.\u00a0They provide\u00a0useful Out\u00a0of the\u00a0Box (OOTB) & marketing-specific reports\u00a0but\u00a0can quickly reach their limits when it comes to analysing very specific company concepts.\u00a0They also\u00a0aren\u2019t\u00a0flexible\u00a0enough for\u00a0more advanced users\u00a0\u2013 you can\u2019t go the extra mile.<\/p>\n \u00a0These have\u00a0a high degree of flexibility, allowing them to measure interactions that are very specific to the development of a product or service\u00a0\u2013\u00a0a strong selling point for Product Managers, Product Owners etc. Their\u00a0drawback\u00a0is that the flexibility can make them complex when it comes to having reliable and exhaustive data \u2013 as very few analyses are ready to use. This means they\u00a0fall short in terms of data democratisation\u00a0and spreading\u00a0data across the organisation.\u00a0<\/p>\n \u00a0Tools developed in-house\u00a0can offer end-to-end customisation capabilities while offering configurable computing power. But beyond the exceptional skills required to successfully complete\u00a0in-house\u00a0projects,\u00a0there are\u00a0numerous functional trade-offs\u00a0such as\u00a0development costs, risks, technical debt,\u00a0maintenance, etc.\u00a0The Total Cost of Ownership\u00a0can\u00a0therefore\u00a0skyrocket over time in the race to stay ahead of the competition.\u00a0<\/p>\n To ensure that\u00a0both\u00a0your\u00a0analytics and your business are user-centric,\u00a0it\u2019s\u00a0vital\u00a0combine the best elements of these approaches.\u00a0\u00a0<\/p>\n Firstly,\u00a0you need to\u00a0be able to effectively\u00a0log events\u00a0and their properties,\u00a0i.e.\u00a0understand exactly what actions the user has taken\u00a0\u2013 page loads, conversion\u00a0etc.\u00a0Then\u00a0it\u2019s necessary to make sure your data is being ingested through a\u00a0structured\u00a0and consistent\u00a0pipeline\u00a0\u2013 from collection, to cleaning, storage and activation.\u00a0Finally,\u00a0it\u2019s essential to have users at the centre\u00a0\u2013\u00a0avoiding\u00a0on overflow of basic events that need to be cleaned up.\u00a0<\/p>\n A major part of\u00a0streamlining\u00a0your analytics across all touchpoints is to align the naming\u00a0of\u00a0all the relevant actions.\u00a0This could mean renaming\u00a0all your events as\u00a0page_load\u2019s<\/strong>\u00a0or simply\u00a0interactions<\/strong>.\u00a0This also applies to\u00a0properties\u00a0which often have different denominations that describe the same thing,\u00a0e.g.\u00a0visitor_id<\/strong>\u00a0vs.\u00a0user_id<\/strong>.\u00a0The\u00a0key is to move as quickly as possible to understanding if the user has converted or not and why.\u00a0<\/p>\n By using separate tools for your different types of analytics,\u00a0e.g.\u00a0web and app,\u00a0you\u2019re multiplying the number of tables on which the data is stored.\u00a0This\u00a0has serious ramifications in terms of the effective use of time, accuracy of the results and effectively sharing the analysis with the relevant parties.\u00a0By storing all your data in a single model, you\u00a0link everything together and drastically simplify the\u00a0analysis of the customer journey.\u00a0<\/p>\n User-centricity\u00a0means effective\u00a0data collection, storage and activation.\u00a0The data needs to be collected\u00a0across all user touchpoints. It then needs to be stored\u00a0cleanly\u00a0and neatly. It can then be used\u00a0to provide decision-ready reporting\u00a0to users across your organisation, or\u00a0by the data science team to build recommendation engines etc.\u00a0<\/p>\n By mapping out the KPIs, you can align your teams around the same analytics objectives. It\u2019s then necessary to design your Data model by identifying the main events and associated properties that you\u2019ll need to measure. Next is gathering interest from key stakeholders and demonstrating how they can leverage value from the data.\u00a0<\/p>\n Finally\u00a0is making sure you have the optimal digital analytics tools to adapt to your strategy. This means choosing a solution that enables you to sustain the effectiveness of your data model over the long term.\u00a0<\/p>\n AT Internet\u2019s new\u00a0Analytics Suite<\/em>\u00a0has a range of tools\u00a0that respond to the\u00a0needs of Marketing\u00a0and\u00a0Product analytics.\u00a0\u00a0<\/p>\n This includes rapid\u00a0\u2018Marketing\u00a0<\/strong>analytics<\/strong>-style\u2019\u00a0data collection, with\u00a0over 400\u00a0standard properties.\u00a0As soon as the data is collected, the data model is ready to process and store it.\u00a0It\u00a0can then be used in a range of reporting and data mining\u00a0user interfaces.\u00a0<\/p>\n It\u2019s also possible to add\u00a0up to 1000\u00a0custom\u00a0properties\u00a0and store them in the data model\u00a0\u2013 all of which can be\u00a0managed\/viewed\u00a0transparently.\u00a0<\/p>\n To go even further, such as importing CRM\u00a0or customer platform\u00a0data\u00a0and enriching it,\u00a0you can\u00a0incorporate an OOTB approach, as with\u00a0Product analytics<\/strong>. This means that you\u00a0keep\u00a0a unified data model\u00a0and maintain the flexibility of\u00a0using multiple tools.\u00a0\u00a0<\/p>\n The\u00a0Analytics Suite<\/em>\u00a0also allows you to benefit from rapid activation tools that provide rapid dashboarding\u00a0&\u00a0reporting, as well as data mining.\u00a0Our data model can be directly accessed to feed\u00a0tools further down the pipeline.\u00a0In short, you never have to extract the data and re-work it, everything is\u00a0enriched\u00a0in the same platform\u00a0\u2013 from\u00a0OOTB reports, to a high level\u00a0of customisation, an entirely user centric\u00a0approach, and\u00a0advanced flexibility.\u00a0<\/p>\n AT Internet\u2019s range of tools are perfectly suited to\u00a0analyse\u00a0complex\u00a0non-linear\u00a0user journeys\u00a0across a\u00a0range of platforms and devices.\u00a0\u00a0<\/p>\n By\u00a0<\/em>taking\u00a0a\u00a0user centric approach on all levels \u2013\u00a0monitoring\u00a0a series of events that cover all user interactions with a brand\u00a0\u2013\u00a0we make\u00a0all of the\u00a0events user centric.\u00a0All\u00a0events\u00a0collected in\u00a0the platform\u00a0are referenced under the\u00a0same\u00a0user_id<\/strong>, whether they\u2019re from\u00a0website visits, apps or audio\/visual etc.\u00a0This makes\u00a0it fast and simple to find key information such as the number of\u00a0visitors,\u00a0visits\u00a0or the\u00a0time spent on different elements.<\/strong>\u00a0<\/p>\n We also enrich the\u00a0user-centric\u00a0data to give you far more perspective\u00a0and more capacity to\u00a0personalise\u00a0the experience.\u00a0This means it\u2019s simple to\u00a0add\u00a0a range of elements\u00a0to your analysis\u00a0such as\u00a0different\u00a0age groups,\u00a0behaviours, levels of maturity, as well as to\u00a0subsequent\u00a0data\u00a0science\u00a0projects.\u00a0\u00a0<\/p>\n While\u00a0Analytics Suite<\/em>\u2019s<\/em>\u00a0flexible data pipeline\u00a0and\u00a0centralised data model\u00a0are\u00a0built from the ground up, simple to\u00a0put in place,\u00a0and\u00a0designed to\u00a0meet all\u00a0your\u00a0relevant needs.\u00a0<\/p>\n With the new\u00a0Analytics Suite<\/em>, AT Internet makes it simple to meet your main KPIs.\u00a0To discover how your content consumption has evolved over the last year, we allow you to\u00a0track the entirety of the cross-device user journey with a single tool, use the same vocabulary throughout the analysis, and carry out the same calculations.\u00a0<\/p>\n With our Axon\u00a0module, you can carry out advanced anomaly prediction powered by machine learning. This tool allows you\u00a0monitor any drop in traffic based on your normal rates\u00a0of consumption\u00a0and lets you set up automatic alerts to notify the relevant Sales teams.\u00a0They can then put in place the relevant retention steps to\u00a0reduce\u00a0user churn.\u00a0<\/p>\n We also cover\u00a0the issue of data governance \u2013 which is not only about quality but having adequate data privacy protection. AT Internet is committed to protecting user privacy in full compliance with global regulations. The\u00a0Analytics Suite<\/em>\u00a0categorises the purpose for the collected data, as well as the legal basis for the collection. This involves clearly listing user consent\/opt-in in relation to the specific country regulation involved\u00a0\u2013\u00a0which in turn\u00a0minimises the legal risk for companies and ensures that collection is ethical and in line with the respect for user rights.\u00a0<\/p>\n Finally\u00a0is the key\u00a0importance\u00a0of data democratisation \u2013\u00a0i.e.\u00a0ensuring that decision-ready data is accessible to everyone in the organisation. AT Internet\u2019s dashboarding and automatic reporting tools are integrated as standard elements in the data model and\u00a0are\u00a0fully turnkey from the outset.\u00a0\u00a0<\/p>\n Keen to find out more? Listen again to Declan\u2019s\u00a0DAA\u00a0webinar<\/a>\u00a0and\u00a0request a\u00a0free demo<\/a>\u00a0today.\u00a0<\/p>\n \n\t\t<\/div>\n\n","protected":false},"excerpt":{"rendered":" Digital interactions and the platforms that come with them have been constantly\u00a0evolving\u00a0over the last 20 years.\u00a0The same applies to\u00a0the tools\u00a0used by digital professionals, which\u00a0are\u00a0becoming\u00a0increasingly\u00a0advanced.\u00a0This has encouraged companies to\u00a0create\u00a0multiple\u00a0specialised\u00a0teams,\u00a0which has inevitably\u00a0created\u00a0siloes.\u00a0 In\u00a0AT Internet\u2019s\u00a0recent\u00a0DAA\u00a0webinar,\u00a0our\u00a0Data Expert Declan Owens highlighted\u00a0the importance for companies to introduce a\u00a0unified\u00a0data model\u00a0approach\u00a0across\u00a0their organisation.\u00a0By\u00a0ensuring that\u00a0their\u00a0analytics\u00a0are\u00a0at the heart of their\u00a0digital\u00a0product & marketing strategies,\u00a0companies\u00a0can ensure that\u00a0it is\u00a0fully […]<\/p>\n","protected":false},"author":1,"featured_media":53755,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[12765,11480,31179],"dealstore":[],"offerexpiration":[],"class_list":["post-53754","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-analytics","tag-leverage","tag-usercentric"],"yoast_head":"\nToday\u2019s<\/strong>\u00a0analytics chall<\/strong>e<\/strong>nges<\/strong>\u00a0<\/h2>\n
![\"\"](\"https:\/\/blog.atinternet.com\/wp-content\/uploads\/2020\/12\/analytics-user-centric.png\")
<\/figure>\n<\/div>\nImplementing<\/strong>\u00a0<\/strong>user-centric analytics<\/strong>\u00a0<\/h2>\n
Creating a unified\u00a0\u2018hybrid\u2019\u00a0digital analytics architecture<\/strong>\u00a0
\u00a0<\/h3>\nMarketing analytics<\/strong>\u00a0<\/h4>\n
Product analytics<\/strong><\/h4>\n
In-house analytics<\/strong><\/h4>\n
![\"\"](\"https:\/\/blog.atinternet.com\/wp-content\/uploads\/2020\/12\/technology-digital-analytics-.png\")
<\/figure>\nAligning the terminology<\/strong>\u00a0<\/h3>\n
Storing the events\u00a0<\/strong>\u00a0<\/h3>\n
Simplifying the\u00a0data pipeline<\/strong>\u00a0<\/h3>\n
Setting up a Unified Data Model<\/strong>\u00a0<\/h3>\n
Combining analytics approaches<\/strong>\u00a0<\/h3>\n
User Centric analytics<\/strong>\u00a0<\/h3>\n
How a data model strategy will boost your business value<\/strong>\u00a0<\/h2>\n