From Insight to Action: How
Data-Driven Marketing Is
Supporting Big Decisions
Published Data analytics can work wonders. Highly data-
September 2016
driven organizations are three times more likely
Topics to report significant improvement in decision-
Measurement,
Advertising making, according to PwC research.1 Yet, 62% of
executives still rely more on experience and advice
than data to make decisions.2
Why? We all like to believe in our own instincts, but while that may be
natural, it's not sensible. Today's true leaders in marketing and data
analytics are ignoring hunches and using advanced technology and
machine learning to increase speed to insight—and to action. And
those organizations that have committed to turning data into action are
transforming their businesses.
Progressive, the 79-year-old insurance company known for its fictional
spokesperson "Flo," is one company where data doesn't just talk, it drives
action. "Data is really the bread and butter for us," said Pawan Divakarla,
data and business analytics leader at Progressive. "It's not a person or
a thing; it's virtual bits and bytes. But we have a reverence for data and
when you think of it that way, you treat it with respect."
Harness the right data
Critically, that reverence for data must begin at the very top. At
Progressive and elsewhere, executive support is an essential component
for selling the value of data analytics throughout an organization. In a
recent McKinsey Global Survey3, participants ranked senior-management
involvement as the factor contributing the most to their effectiveness with
data and analytics.
But welcoming a deluge of data and getting support from the top still isn't
enough. If it's not the right information, it won't support big decisions.
Companies must harness the right data to uncover insights. Only then
can business decisions made previously on instinct be guided by data.
"Traditionally, we have relied on experts to gather these insights from
data," said Sagnik Nandy, distinguished engineer at Google. "A data-driven
organization wants this to happen automatically." And now it can.
thinkwithgoogle.com 2
To learn how top marketers like Progressive and Macy's overcame their
biggest challenges with an insights-driven approach to decision-making,
access the full white paper from MIT, "How Analytics and Machine
Learning Help Organizations Reap Competitive Advantage."
Putting the focus on data can be daunting at a time when consumers
have real-time expectations for companies, and brands need to be there
in the moments people need to know, go, do, or buy. "It's challenging to
be in control of your data universe because there's so much happening,"
Sagnik said. "There's application data, customer-survey information,
attribution, advertising. There are millions of pieces of data floating
around."
Mobile takes the lead
Mobile is just another source of data that can be integrated to provide a
more holistic view of the customer journey. More Google searches are
taking place on smartphones than on desktops and laptops—globally.4
And across the millions of websites using Google Analytics, more than
half of all web traffic is now coming from smartphones and tablets.5
But many companies struggle with exactly how to manage and integrate
mobile data. "People are still thinking of mobile as something different,"
Sagnik said. "But we're at the point where mobile is the status quo."
Source: Google
Analytics Data, U.S., Q1
2016.
thinkwithgoogle.com 3
At Progressive, data insights helped improve customers' experience
with its mobile app. "When we launched our mobile application, it was
just quote-only," Pawan said. But the team recognized its mobile users
wanted to do more than simply get information. "We said, 'It looks like,
from the data, people are attempting to buy, and so we should put buy-
related software up there,'" Pawan explained. "It was a really big 'aha'
moment."
To lead successful data-driven initiatives like Progressive, analytics
executives must overcome challenges in three areas: accumulation,
analysis, and action. Put another way, analytics leaders need to be able
to easily integrate more data sources, harness advanced technology for
faster and more sophisticated analyses, and extract insights that lead to
improved business performance.
By using analytics solutions, including Google Analytics 360 Suite, to
integrate data sources and machine learning to analyze the data trail that
people constantly create, organizations like Progressive can gather more
(and more valuable) insights and improve the customer experience—often
without human intervention.
"People have very fundamental needs when it comes to analyzing
information, and machine learning can help them focus on what really
matters," Sagnik said. "Rather than just reporting information and telling
you what's wrong, machine learning technology can help you fix it." And if
things are going well? "Machine learning can help you do more of what's
working—and do it automatically."
thinkwithgoogle.com 4
Businesses like Progressive and Macy's that successfully value data over
intuition tend to focus on three A's: accumulation, analysis, and action. For
more on all three, access the full white paper from MIT, "How Analytics
and Machine Learning Help Organizations Reap Competitive Advantage."
Sources
1P
wC's Global Data and Analytics Survey, "Big Decisions™," Global, base: 1,135 senior
executives, May 2016.
2P
wC's Global Data and Analytics Survey, "Big Decisions™," Global, base: 2,106 senior
executives, May 2016.
3M
cKinsey Global Survey, Global, base: 519 executives representing the full range of regions,
industries, and company sizes, Sept. 2015.
4 Google Internal data, Global, Oct. 2015.
5 Google Analytics Data, U.S., Q1 2016.
thinkwithgoogle.com 5
