1. Enabling Data-Driven Organizations with Digital Analytics Maturity

2. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 2 Let’s talk about…maturity

3. A marketing department walks onto a plane…

4. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 4 It’s not looking good Percent of CMOs reporting underpreparedness

5. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 5 It’s not looking good Percentage of projects using marketing analytics in companies

6. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 6 So how do we fix this? Governance Tools/technology Process/methodology Objectives Team & People Scope Throw money at it! Throw people at it! Support it organization-wide! Institutionalize it! Define it! Chart a realistic path!

7. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 7 1. Management, governance & adoption What is the highest job title with accountability for online performance measurement against business objectives? You might be a “zero” if… “Wait, slow down…you’re telling me we have a website???” Governance Tools/technology Process/methodology Objectives Team & People Scope

8. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 8 1. Management, governance & adoption What is the highest job title with accountability for online performance measurement against business objectives? 5. Implicit throughout the organization 4. CxOs 3. Senior manager, VP 2. Director or team lead 1. Project Manager 0. Nobody Governance Tools/technology Process/methodology Objectives Team & People Scope

9. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 9 Objectives What is the objective of your current analytics program? You might be a “zero” if… Governance Tools/technology Process/methodology Objectives Team & People Scope

10. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 10 2. Objectives What is the objective of your current analytics program? 5. Reinventing the business 4. Business optimization 3. eBusiness optimization 2. eMarketing optimization 1. Task list 0. Yet to be defined Governance Tools/technology Process/methodology Objectives Team & People Scope

11. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 11 3. Scope At what level does data and analytics play within your organization? You might be a “zero” if… Governance Tools/technology Process/methodology Objectives Team & People Scope

12. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 12 3. Scope At what level does data and analytics play within your organization? 5. Beyond online to offline 4. Online ecosystem 3. Single channel 2. Specific activity/sector 1. The HiPPO game 0. Improvising/ad hoc Governance Tools/technology Process/methodology Objectives Team & People Scope

13. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 13 4. Team & expertise How does your organization structure its data and analytics resources & teams? You might be a “zero” if… Governance Tools/technology Process/methodology Objectives Team & People Scope

14. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 14 4. Team & expertise How does your organization structure its data and analytics resources & teams? 5. Empowered business users 4. Multidisciplinary team 3. Distributed team 2. Full time analyst 1. Project team or part time analyst 0. No dedicated resources Governance Tools/technology Process/methodology Objectives Team & People Scope

15. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 15 5. Process & methodology How do you identify problems & opportunities, develop hypothesis, analyze and provide insight? You might be a “zero” if… Governance Tools/technology Process/methodology Objectives Team & People Scope

16. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 16 5. Process & methodology How do you identify problems & opportunities, develop hypothesis, analyze and provide insight? 5. Agile organization (off/on-line) 4. Agile (online) 3. Proven methodology 2. We have our own methodology 1. My own way 0. No methodology Governance Tools/technology Process/methodology Objectives Team & People Scope

17. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 17 6. Tools & technology How sophisticated is your use of tools and technologies? You might be a “zero” if… Governance Tools/technology Process/methodology Objectives Team & People Scope

18. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 18 6. Tools & Technology How sophisticated is your use of tools and technologies? 5. CRM, Predictive analytics 4. Multiplicity, merging data, MVT, Behavioral Targeting, Lifetime Value 3. Segmentation, merchandising, A/B, campaign opt., personas, KPI alerts 2. Defined outcomes/KPI/dashboard 1. Out of the box: clickstream analytics 0. TBD Governance Tools/technology Process/methodology Objectives Team & People Scope

19. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 19 Connect the dots! Governance Tools/technology Process/methodology Objectives Team & People Scope

20. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 20 Where do we go from here? 1.Set realistic goals

21. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 21 Where do we go from here? 1.Set realistic goals 2.Balance is more important than a high score

22. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 22 Where do we go from here? 1.Set realistic goals 2.Balance is more important than a high score 3.Take an online assessment to see where you stand Bit.ly/oamm

23. © 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 23 Where do we go from here? 1.Set realistic goals 2.Balance is more important than a high score 3.Take an online assessment to see where you stand 4.Have a drink

24. Thank you! Co-presenter Name Co-presenter Title Co-presenter Email Address Presenter Name Presenter Title Presenter Email Address