Making data tell the story
The complex world of data
The amount of data that we generate every day is mind-boggling. By 2020, it is estimated that for every person on earth, 1.7MB of data will be created every second. For individual organisations, being able to collect, integrate and mine that data for strategic insight has never been more important, or more complex. Understanding how to harness this incredibly valuable resource and turn into a true business asset is as much an art as a science.
Making sense of it all
At ekino, our team of Strategic Planners, Analysts and Data Scientists work to help manipulate, simplify, and interpret data in order to make it understandable, meaningful, and most of all, actionable.
We work closely with our clients to get close to the problem, as we know that identifying the ‘aha moment’ is not just about understanding data, but the business context it exists in. Looking at data through the lens of your business, and using it as a tool and an asset, allows us to deliver focused insights and solutions which solve problems and create opportunities.
From a simple data audit, or helping you define a measurement framework for a campaign, to developing complex algorithms to support machine learning, our team works with clients of all sizes to understand what the right data solution is for your business, and support with the heavy lifting needed to get there.
Strategic data insights
Our in-house analytics teams can pull data from a wide array of sources, integrate it into a single analytical view and then mine it to produce strategic insights. They will often work with back-end data warehouses, web analytics platforms, marketing automation platforms and social platforms to understand the nuance of your customers’ behaviours. This can be leveraged to provide insights which drive decision making, identify opportunities and threats, and ensure that actionable customer understanding is at the heart of your business.
Predicting with confidence what you customers are most likely to do, or not do, can have a massive influence across an organisation. It could give you the ability to optimise a media budget to target the best customers for a campaign, manufacture the right products based on predicted demand, or understand which customers are most likely to churn. Building and using the right model gives your business a huge advantage. At ekino, we have extensive experience of building models proven to deliver actionable results, and can guide you through the process from end to end. From auditing your data, through evaluating which models to build and identifying and preparing the data to be used, to developing and testing the actual models, we can implement and evaluate them in the real world.
Data analysis plays a key role throughout the campaign lifecycle. Early on, we conduct pre-campaign analysis to inform channel strategy, campaign customer journey definition, audience sizing and personalisation strategy. These insights are also fed into the KPI definition and measurement brief which ensures that we are measuring the right metrics with statistical confidence. During the campaign we provide real-time campaign performance reporting through products such as Google Data Studio, which allows our clients to iterate and optimise whilst the campaign is live. We then conduct detailed post campaign analysis and develop the insights to inform future campaign strategy.
Customer data platforms
One of the key challenges that exists today is how to take data from a multitude of systems and make it actionable for omnichannel marketing. Data from your internal data warehouse, website analytics, marketing automation and 3rd party platforms each form relevant pieces of the jigsaw puzzle. Even once they have been brought into a single platform, these data sources have inherently different structures.
Our team of data engineers and strategists can define the requirements for your customer data platforms and then collaborate with your IT staff and data architects to develop the overall solution. In an ideal scenario, these new data structures can be implemented within your existing technology stack, however, if this is not possible, we can work with your internal teams to identify the right technology providers to support your needs.
Once the technology and single customer view is in place, using advanced modelling and algorithms our data science team can build data solutions such as recommendation engines or automated systems that enable you to deliver tailored, one-to-one customer experiences at scale.
Data signals layer implementation
Finding actionable data is often thought of as the proverbial needle in the haystack. We believe that the solution to this problem is to take the vast volume of customer and behavioural data and simplify it down to a smaller and more specific set of data variables. This may include, for example, the propensity scores for your customer to purchase certain types of products, the cadence of how often they interact with or buy from your business, and the likelihood of them engaging with your brand across different digital touch points.
Our data strategists work with you to co-create an overarching data signals structure that is future proof, and to develop an implementation roadmap. We can then support on the development of individual signals including requirements definition, supporting analysis, model and variable build, and testing.
Measurement strategy and frameworks
The move to omni-channel communication can make it more challenging to measure campaign and programme success, due to the level of noise generated by customer interactions across so many channels. Our data strategists will use a range of methodologies to address this measurement challenge; by defining measurement frameworks, developing control cell methodologies, setting incrementality measures and creating econometrics models we will find the right combination of solutions to solve your measurement challenge.