On Tuesday 4/12 (San Diego) and Thursday 4/14, Red Door Interactive held our regular Speaker Series. This time, the topic was one dear to my heart: digital measurement.
We had some fantastic speakers agree to be a part of our San Diego and Denver panels, and a huge thanks goes out to them:
San Diego panel:
- Katie Grisko, Web Strategy Manager, Petco Animal Supplies, Inc
- Matt Lillig, Web Analytics Strategist: Americas, Yahoo!
- Michael Whelan, Manager of Marketing Analytics, Qualcomm
- Rudi Shumpert, Senior Director Technology Solutions Group & Principal Consultant, Keystone Solutions
Denver panel:
- Alison Kane, SVP & Chief Digital Officer, The Denver Post
- Rudi Shumpert, Senior Director Technology Solutions Group & Principal Consultant, Keystone Solutions
- Nancy Koons, Senior Web Analyst, Vail Resorts
Topics
Our two panels discussed a wide range of issues related to digital measurement, including:
- Their definition of “success” and focus of digital measurement practice in their organisation
- Challenges and frustrations of digital measurement
- Measurement and planning strategies for new channels (for example, mobile and social have been key of late)
- How they cope with the feeling of “drowning in data”
- The challenges of data silos and getting a more holistic view of the customer
- How to sell a data-driven idea internally
- Educating business users as to what the analytics team can provide
- Where to focus additional investment in digital analytics. For example: Tools or people? (Hint: the resounding focus was on people!)
- Online privacy concerns and the impact to digital measurement
Some great takeaways from @reddoor on Twitter:
- The biggest challenge we’ve seen is lack of talent out there – @RudiShumpert #reddoor
- It has more to do with the people than the tool. We do alot of training and mentoring. – @RudiShumpert #reddoor
- Know what you need to focus on before measuring. – @mowineguy#reddoor
- The executive level backing is key. – @mattlillig #reddoor
- You have to go to the executives with a story. Charts and data aren’t enough to make a business case for analytics. – @RudiShumpert#reddoor
- RT @nataliewardel: The takeaway I didn’t expect: it’s all about the people on your team. Utilize quality personnel #reddoor
- the tools are only as good as the people analyzing #reddoor#measure
- one of the challenges is connecting the dots between social and site – ‘the last mile’ #reddoor #measure
- there’s a paradox of drowning in data, and discovering you need another signal #reddoor
- Privacy concerns? Review the WAA code of ethics:http://www.webanalyticsassociation.org/?page=codeofethics#reddoor
A “Thank You”
Thank you to our great speakers for finding the time to come and contribute to the event, and a special thanks to Rudi Shumpert for traveling so far to be with us!
And while you’re at it, check out Rudi’s recap on the Keystone blog.
Pictures
Speaker Series Panel, San Diego
Speaker Series Panel, Denver
More photos are available at the Red Door Flickr account