Page 9 - index
P. 9
RESEARCH, ANALYSIS & TRENDS
From there, it is a matter of so are more likely to treat the To answer these questions, you
picking the solution with the relationship as a mutual invest- want to have vendors who can pro-
best-adapted features to meet ment and ensure the tool is vide industry-specific training and
those needs and raise the re- working for you. This helps min- consulting to facilitate the process.
turn on investment. imize the initial risk and opens
the pathway for a long-term The next piece of the puzzle is mak-
• What’s your environment? – working relationship. ing sense of the numbers. With
Once the requirements are set, more people consuming data, there
the next step to choosing the Honing the talent is a great need to make the data
right tool is evaluating the solu- more understandable. Data visuali-
tion provider’s experience as it In the past, digital analytics used to zation can be a great way to
relates to your business in par- be a part-time job of the IT depart- achieve this. A customizable dash-
ticular. You should have a clear ment. As we become more data- board can break down data into bite
idea of your prospective part- driven and our digital advertising -size information and highlight KPIs
ners’ references and experience activities grow, in-house analysis is that non-technical users can easily
with your particular industry. now a specialized and full-time re- consume.
The tool must be able to gener- sponsibility.
ate insights within your specific The combination of tool and talent
environment. The analyst should act as a bridge brings about a holistic campaign
between the marketing team and analytics system. The talent asks
Solutions providers who have the data, advocating the use of da- the right questions, the tool provides
experience working in a particu- ta to drive business decisions. The the answers, then everything is
lar vertical are likely to better analyst needs to have clear under- packaged simply and presented to
understand the specific metrics standing of both sides of the play- marketers who use it to fine-tune
that need to be analysed. ing field to fulfil such a role. With in- the campaign. With such heavy in-
They’ll also be better equipped depth knowledge of the marketing vestments in digital marketing, prop-
to educate your teams on how objectives, the analyst is able to er analysis of its moving parts will
to optimize tool usage. ask the right questions and extract ensure greater effectiveness and
the answers from the data. results. ◊
• Ask for proof of concept –
Before the final decision, com- With multi-screen analysis becom- By Fai-Keung Ng
panies should set one or two ing more common, analysts will Group Country Manager,
major requirements and ask the also need to learn to draw lines Southeast Asia, AT Internet
vendor to fulfil them during a connecting parallel sets of data and
short proof of concept period. explain what they mean for the
Vendors who are willing to do company.
July 7-8th, Suntec, Singapore
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
From there, it is a matter of so are more likely to treat the To answer these questions, you
picking the solution with the relationship as a mutual invest- want to have vendors who can pro-
best-adapted features to meet ment and ensure the tool is vide industry-specific training and
those needs and raise the re- working for you. This helps min- consulting to facilitate the process.
turn on investment. imize the initial risk and opens
the pathway for a long-term The next piece of the puzzle is mak-
• What’s your environment? – working relationship. ing sense of the numbers. With
Once the requirements are set, more people consuming data, there
the next step to choosing the Honing the talent is a great need to make the data
right tool is evaluating the solu- more understandable. Data visuali-
tion provider’s experience as it In the past, digital analytics used to zation can be a great way to
relates to your business in par- be a part-time job of the IT depart- achieve this. A customizable dash-
ticular. You should have a clear ment. As we become more data- board can break down data into bite
idea of your prospective part- driven and our digital advertising -size information and highlight KPIs
ners’ references and experience activities grow, in-house analysis is that non-technical users can easily
with your particular industry. now a specialized and full-time re- consume.
The tool must be able to gener- sponsibility.
ate insights within your specific The combination of tool and talent
environment. The analyst should act as a bridge brings about a holistic campaign
between the marketing team and analytics system. The talent asks
Solutions providers who have the data, advocating the use of da- the right questions, the tool provides
experience working in a particu- ta to drive business decisions. The the answers, then everything is
lar vertical are likely to better analyst needs to have clear under- packaged simply and presented to
understand the specific metrics standing of both sides of the play- marketers who use it to fine-tune
that need to be analysed. ing field to fulfil such a role. With in- the campaign. With such heavy in-
They’ll also be better equipped depth knowledge of the marketing vestments in digital marketing, prop-
to educate your teams on how objectives, the analyst is able to er analysis of its moving parts will
to optimize tool usage. ask the right questions and extract ensure greater effectiveness and
the answers from the data. results. ◊
• Ask for proof of concept –
Before the final decision, com- With multi-screen analysis becom- By Fai-Keung Ng
panies should set one or two ing more common, analysts will Group Country Manager,
major requirements and ask the also need to learn to draw lines Southeast Asia, AT Internet
vendor to fulfil them during a connecting parallel sets of data and
short proof of concept period. explain what they mean for the
Vendors who are willing to do company.
July 7-8th, Suntec, Singapore
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
