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Analyse to op-mise <


ADMA short course on data, measurement and ROI

> Company history


Datalicious was founded in late 2007 Strong Omniture web analy@cs history 1 of 4 Omniture Service Partners globally Now 360 data agency with specialist team Combina@on of analysts and developers Making data accessible and ac@onable Evangelizing smart data driven marke@ng Driving industry best prac@ce (ADMA)
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> Smart data driven marke-ng


Media A:ribu-on
Op-mise channel mix

Increase relevance

Targe-ng Tes-ng $$$

Improve usability

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ADMA & Datalicious Pty Ltd

> Wide range of data services


Data
PlaGorms

Insights
Repor-ng
Data mining and modelling Customised dashboards Media a:ribu-on models Market and compe-tor trends Social media monitoring Online surveys and polls Customer proling

Ac-on

Data collec-on and processing Web analy-cs solu-ons Omniture, Google Analy-cs, etc Tag-less online data capture End-to-end data plaGorms IVR and call center repor-ng Single customer view

Applica-ons

Data usage and applica-on Marke-ng automa-on Aprimo, Trac-on, Inxmail, etc Targe-ng and merchandising Internal search op-misa-on CRM strategy and execu-on Tes-ng programs

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> Clients across all industries

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> Course overview


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> Day 1: Basic Analy-cs


Dening a metrics framework
What to report on, when and why? Matching strategic and tac@cal goals to metrics Covering all major categories of business goals

Finding and developing the right data


Data sources across channels and goals Meaningful trends vs. 100% accurate data Human and technological limita@ons

Plus hands-on exercises


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> Day 2: Advanced Analy-cs


Campaign ow and media a^ribu@on
Designing a campaign ow including metrics Omniture vs. Google Analy@cs capabili@es

How to reduce media waste


Tes@ng and targe@ng in a media world Media vs. content and usability

Plus hands-on exercises


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> Training outcomes


Aber successful comple@on of the training course par@cipants will be able to
Dene a metrics framework for any client Enable benchmarking across campaigns Incorporate analy@cs into the planning process Pull and interpret key reports in Google Analy@cs Impress with insights instead of spreadsheets Know how to extend op@misa@on past media buy Show the true value of digital media
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> Get the most out of the course


Category Data Metrics Insights PlaGorm

Why?

What?

How?

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> Metrics framework


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> AIDA and AIDAS formulas


Old media New media

Awareness

Interest

Desire

Ac-on

Sa-sfac-on

Social media

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> Importance of social media


Search

Company

Promo-on

Consumer

WOM, blogs, reviews, ra-ngs, communi-es, social networks, photo sharing, video sharing
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> Social as the new search

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> Simplied AIDAS funnel

Reach
(Awareness)

Engagement
(Interest & Desire)

Conversion
(Ac@on)

+Buzz
(Sa@sfac@on)

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> Marke-ng is about people

People reached

40%

People engaged

10%

People converted

1%

People delighted

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> Addi-onal funnel breakdowns


Brand vs. direct response campaign

People reached

40%

People engaged

10%

People converted

1%

People delighted

New prospects vs. exis@ng customers

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New vs. returning visitors

AU/NZ vs. rest of world

Prospect vs. customer High vs. low value Product anity Post code, age, sex, etc

Exercise: Funnel breakdowns

> Exercise: Funnel breakdowns


List poten@ally insighful funnel breakdowns
Brand vs. direct response campaign New prospects vs. exis@ng customers Baseline vs. incremental conversions Compe@@ve ac@vity, i.e. none, a lot, etc Segments, i.e. age, loca@on, inuence, etc Channels, i.e. search, display, social, etc Campaigns, i.e. this/last week, month, year, etc Products and brands, i.e. iphone, htc, etc Oers, i.e. free minutes, free handset, etc
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Exercise: Conversion metrics

> Exercise: Conversion metrics


Key conversion metrics dier by category
Commerce Lead genera@on Content publishing Customer service

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> Exercise: Conversion metrics

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Source: Omniture Summit, Ma^ Belkin, 2007

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Custom conversion goals

> Conversion funnel 1.0


Campaign responses Conversion funnel

Product page, add to shopping cart, view shopping cart, cart checkout, payment details, shipping informa@on, order conrma@on, etc

Conversion event
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> Conversion funnel 2.0


Campaign responses (inbound spokes)
Oine campaigns, banner ads, email marke@ng, referrals, organic search, paid search, internal promo@ons, etc

Landing page (hub)


Success events (outbound spokes)

Bounce rate, add to cart, cart checkout, conrmed order, call back request, registra@on, product comparison, product review, forward to friend, etc
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> Addi-onal success metrics


Click Through

Click Through

Add To Cart

Cart Checkout

Click Through

Page Bounce

Page Views

Product Views

Click Through

Call back request

Store Search

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Pages per visit Time on site

> Rela-ve or calculated metrics


Bounce rate Conversion rate Cost per acquisi@on Pages views per visit Product views per visit Cart abandonment rate Average order value
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> eMarketer interac-ve metrics

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> Measuring social media


Sen@ment

Inuence

Reach

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Exercise: Metrics framework

> Exercise: Metrics framework


Level Reach Engagement Conversion +Buzz

Level 1 People Level 2 Strategic Level 3 Tac-cal

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> Exercise: Metrics framework


Level Reach Engagement Conversion +Buzz

Level 1 People Level 2 Strategic Level 3 Tac-cal

People reached Search impressions, UBs, etc Click-through or interac-on rate, etc

People engaged

People converted

People delighted

? ?

? ?

? ?
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> ROI, ROMI, BE, etc


RI = ROI I
IR MI = ROMI MI IR MI = ROMI + BE MI
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R I ROI IR MI ROMI BE

Revenue Investment Return on investment Incremental revenue Marke@ng investment Return on marke@ng investment Brand equity

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> Success: ROMI + BE


IR MI = ROMI + BE MI
Establish incremental revenue (IR) Establish marke@ng investment (MI)
Requires baseline revenue to calculate addi@onal revenue as well as revenue from cost savings Requires all costs across technology, content, data and resources plus promo@ons and discounts Requires addi@onal sob metrics to evaluate subscriber percep@ons, experience, altudes and word of mouth
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Establish brand equity contribu@on (BE)

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> Process is key to success

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Source: Omniture Summit, Ma^ Belkin, 2007

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> Recommended resources


200501 WAA Key Metrics & KPIs 200708 WAA Analy@cs Deni@ons Volume 1 200612 Omniture Eec@ve Measurement 200804 Omniture Calculated Metrics White Paper 200702 Omniture Eec@ve Segmenta@on Guide 200810 Ronnestam Online Adver@sing And AIDAS 201004 Al@meter Social Marke@ng Analy@cs 201008 CSR Customer Sa@sfac@on Vs Delight Google Enquiro Search Engine Results 2010 PDF Google Razorsh Ac@onable Analy@cs Report PDF Google Forrester Interac@ve Marke@ng Metrics PDF
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> Data sources


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> Digital data is plen-ful and cheap

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Source: Omniture Summit, Ma^ Belkin, 2007

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> Digital data categories


+Social

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Source: Accuracy Whitepaper for web analy@cs, Brian Clibon, 2008

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> Customer data journey


To transac-onal data To reten-on messages

From suspect to
Time

prospect

To customer
Time

From behavioural data


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From awareness messages


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> Corporate data journey


Stage 1 Stage 2

Data
Sophis@ca@on

Insights

Ac-on
Stage 3

Third par@es control most data, ad hoc repor@ng only, i.e. what happened?

Data is fully owned in-house, advanced predic@ve modelling Data is being brought in-house, shib towards and trigger based insights genera@on and marke@ng, i.e. what will happen and data mining, i.e. why making it happen! did it happen?
Time, Control


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> What analy-cs plaGorm to use


Stage 1: Data Stage 2: Insights Stage 3: Ac-on

Third par@es control most data, ad hoc repor@ng only, i.e. what happened?

Data is fully owned in-house, advanced predic@ve modelling Data is being brought in-house, shib towards and trigger based insights genera@on and marke@ng, i.e. what will happen and data mining, i.e. why making it happen! did it happen?
Time, Control

Sophis@ca@on


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> Poten-al data sources


Media and search data Website, call center and retail data

People Reached

40%

People Engaged

10%

People Converted

1%

People Delighted

Quan@ta@ve and qualita@ve research data Social media data Social media

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> Atomic Labs tag-less data capture

Keep all your favourite reports but Eliminate tag maintenance and ensure New pages/content is tracked automa@cally Across normal websites, mobiles and apps
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> Atomic labs integra-on model

Single point of data capture and processing Real-@me queries to enrich website data Mul@ple data export op@ons for web analy@cs Enriching single-customer view website behaviour
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> Google data in Australia

Source: h^p://www.hitwise.com/au/datacentre
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> Search at all stages

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Source: Inside the Mind of the Searcher, Enquiro 2004

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> Search and brand strength

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> Search and the product lifecycle


Nokia N-Series

Apple iPhone
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> Search and media planning

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> Search and media planning

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> Search driving oine crea-ve

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Exercise: Search insights

> Exercise: Search insights


Iden@fy key category search terms
Data from Google AdWords Keyword Tool Search for google keyword tool Wordle and IBM Many Eyes for visualiza@ons Search for wordle word clouds and ibm many eyes Google Trends and Google Search Insights Search for google trends and google search insights DoubleClick Ad Planner by Google Search for google ad planner
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Iden@fy search term trends and compe@tors Search and media planning

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> Cookie based tracking process

What if: Someone deletes their cookies? Or uses a device that does not support JavaScript? Or uses two computers (work vs. home)? Or two people use the same computer?
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Source: Google Analy@cs, Jus@n Cutroni, 2007

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> Unique visitor overes-ma-on


The study examined data from two of the UKs busiest ecommerce websites, ASDA and William Hill. Given that more than half of all page impressions on these sites are from logged-in users, they provided a robust sample to compare IP-based and cookie-based analysis against. The results were staggering, for example an IP-based approach overes@mated visitors by up to 7.6 @mes whilst a cookie-based approach overes-mated visitors by up to 2.3 -mes.
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Source: White Paper, RedEye, 2007

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Datalicious SuperCookie
Persistent Flash cookie that cannot be deleted

> Maximise iden-ca-on points


160% 140% 120% 100% 80% 60% 40% 20%
0 4 8 12 16 20 24 28 32 36 40 44 48

Probability of iden@ca@on through Cookies

Weeks
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> De-duplica-on across channels


Paid Search Bid Mgmt

Banner Ads

Ad Server Central Analy-cs PlaGorm

Email Blast

Email PlaGorm

Organic Search

Google Analy-cs

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De-duplica-on across channels

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De-duplica-on across channels

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Addi-onal funnel breakdowns

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Exercise: Duplica-on impact

> Exercise: Duplica-on impact


Double-coun@ng of conversions across channels can have a signicant impact on key metrics, especially CPA Example: Display ads and paid search

Solu@on: $50 ini@al CPA and $100 true CPA

Total media budget of $10,000 of which 50% is spend on paid search and 50% on display ads Total of 100 conversions across both channels with a channel overlap of 50%, i.e. both channels claim 100% of conversions based on their own repor@ng but once de-duplicated they each only contributed 50% of conversions What are the ini@al CPA values and what is the true CPA? $5,000 / 100 = $50 ini@al CPA and $5,000 / 50 = $100 true CPA (which represents a 100% increase)
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> Reach and channel overlap


TV audience

Banner audience

Search audience

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> Es-ma-ng reach and overlap


Apply average unique visitor count per recorded unique user names to all unique visitor gures in Google Analy@cs, Omniture, etc Apply ra@o of total banner impressions to unique banner impressions from ad server to paid and organic search impressions in Google AdWords and Google Webmaster Tools Compare Google Keyword Tool impressions for a specic search term to reach for the same term in Google Ad Planner Custom website entry survey and campaign stacking to establish channel overlap
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Sen-ment analysis: People vs. machine

> Al-meter social analy-cs


Social Marke@ng Analy@cs is the discipline that helps companies measure, assess and explain the performance of social media ini@a@ves in the context of specic business objec@ves.

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Data from

> Overall volume and inuence


Data from

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> Inuence and media value


US UK AU/NZ
Data from

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> Facebook insights

Using Facebook Like bu^ons is a free and powerful way to gain addi@onal insights into consumer preferences and enabling social sharing of content as well as possibly inuence organic search rankings in the near future.
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> Facebook Connect single sign on


Facebook Connect gives your company the following data and more with just one click

Email address, rst name, last name, gender, birthday, interests, picture, alia@ons, last prole update, @me zone, religion, poli@cal interests, a^racted to which sex, why they want to meet someone, home town, rela@onship status, current loca@on, ac@vi@es, music interests, tv show interests, educa@on history, work history, family, etc

Need anything else?


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Appending social data to customer proles


Name, age, gender, occupa-on, loca-on, social proles and inuencer ranking based on email
(inuencers only)

(all contacts)

Exercise: Sta-s-cal signicance

How many survey responses do you need if you have 10,000 customers? How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? How many orders do you need to test 6 banner execu-ons if you serve 1,000,000 banners

Google nss sample size calculator

How many survey responses do you need if you have 10,000 customers? 369 for each ques-on or 369 complete responses How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? And email sends? 381 per subject line or 381 x 2 = 762 email opens How many orders do you need to test 6 banner execu-ons if you serve 1,000,000 banners? 383 sales per banner execu-on or 383 x 6 = 2,298 sales

Google nss sample size calculator

> Addi-onal success metrics


Click Through

Click Through

Add To Cart

Cart Checkout

Click Through

Page Bounce

Page Views

Product Views

Click Through

Call back request

Store Search

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> Importance of calendar events

Trac spikes or other data anomalies without context are very hard to interpret and can render data useless
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Calendar events

> Recommended resources


200311 UK RedEye Cookie Case Study 200807 Kaushik Tracking Oine Conversion 200904 Kaushik Standard Metrics Revisited 201002 Kaushik 8 Compe@@ve Intelligence Data Sources 201005 Google Ad Planner Data Wrong By Up To 20% 201005 MPI How Sta@s@cally Valid Is Your Survey 201009 Google Analy@cs How To Tag Links 200903 Coremetrics Conversion Benchmarks By Industry 200906 WOM Online The People Vs Machines Debate 201007 WSJ The Web's New Gold Mine Your Secrets 201008 Adver@singAge Are Marketers Really Spying On You
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Summary

> Get the most out of the course


Category Data Metrics Insights PlaGorm

Why?

What?

How?

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> Summary and ac-on items


Dening a metrics framework
Develop standardised metrics framework Dene addi@onal funnel breakdowns Establish baseline and incremental Dene addi@onal success metrics

Finding and developing the right data


Ensure de-duplica@on via central analy@cs Check reports for sta@s@cal signicance Check data sources and their accuracy Start popula@ng a calendar of events
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Exercise: Google Analy-cs

> Google Analy-cs prac-ce


Describing website visitors Iden@fying trac sources (reach)
Campaign tracking mechanics

Analyzing content usage (engagement) Analyzing conversion drop-out (conversion) Dening custom segments (breakdowns)

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> Describing website visitors


Average connec@on speed Plug-in usage (i.e. Flash, etc) Mobile vs. normal computers Geographic loca@on of visitors Time of day, day of week Repeat visita@on What else?
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> Iden-fying trac sources


Genera@ng de-duplicated reports Campaign tracking mechanics Conversion goals and success events Plus adding addi@onal metrics Paid vs. organic trac sources Branded vs. generic search Trac quan@ty vs. quality
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> Analysing content usage


Page trac vs. engagement Entry vs. exit pages Popular page paths Internal search terms

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> Analysing conversion drop-out


Dening conversion funnels Iden@fying main problem pages Pages visited aber conversion barriers Conversion drop-out by segment

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> Dening custom segments


New vs. repeat visitors By geographic loca@on By connec@on speed By products purchased New vs. exis@ng customers Branded vs. generic search By demographics, custom segments
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> Useful analy-cs tools


h^p://labs.google.com/sets h^p://www.google.com/trends h^p://www.google.com/insights/search h^p://bit.ly/googlekeywordtoolexternal h^p://www.google.com/webmasters h^p://www.facebook.com/insights h^p://www.google.com/adplanner h^p://www.google.com/videotarge@ng h^p://www.keywordspy.com h^p://www.compete.com
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> Useful analy-cs tools


h^p://bit.ly/hitwisedatacenter h^p://www.socialmen@on.com h^p://twi^ersen@ment.appspot.com h^p://bit.ly/twi^erstreamgraphs h^p://twitrratr.com h^p://bit.ly/listobools1 h^p://bit.ly/listobools2 h^p://manyeyes.alphaworks.ibm.com h^p://www.wordle.net h^p://www.tagxedo.com
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October 2010

cbartens@datalicious.com twi^er.com/datalicious blog.datalicious.com

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