Digital Measurement: Analy&cs Workshop On How To Turn Data Into Ac&onable Insights

[
Digital Measurement ]
Analy&cs workshop on how to turn
data into ac&onable insights
[ Company history ]
  Datalicious was founded in 2007
  Strong Omniture web analy&cs history
  One-‐stop data agency with specialist team
  Combina&on of analysts and developers
  Making data accessible and ac&onable
  Driving industry best prac&ce
  Evangelizing use of data
June 2010 © Datalicious Pty Ltd 2

[ Challenging clients ]

[ Data driven marke:ng ]
Data Insights Ac:on

Pla<orms Repor:ng Applica:ons
Data collec:on and processing Data mining and modelling Data usage and applica:on
Web analy:cs solu:ons Customised dashboards Marke:ng automa:on
Omniture, Google Analy:cs, etc Media aKribu:on models Aprimo, Trac:on, Inxmail, etc
Tagless online data capture Market and compe:tor trends Targe:ng and merchandising
End-‐to-‐end data pla<orms Social media monitoring Internal search op:misa:on
IVR and call center repor:ng Online surveys and polls CRM strategy and execu:on
Single customer view Customer profiling Tes:ng programs

[ Today ]
  Capturing data
–  Op&ons, limita&ons, innova&ons
  Genera&ng insights
–  Process, metrics, examples
  Taking ac&on
–  Media, targe&ng, tes&ng

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[ Capturing data ]
[ Digital data is cheap ]
Source: Omniture Summit, MaS Belkin, 2007

[ Digital data op:ons ]
+Social
Source: Accuracy Whitepaper for web analy&cs, Brian CliWon, 2008

[ On-‐site analy:cs tools ]
Google:
”forrester wave
web analy:cs pdf”
or
hKp://bit.ly/aTLAKT
Source: Forrester Wave Web Analy&cs, 2009

[ What pla<orm to use ]
Stage 1: Data Stage 2: Insights Stage 3: Ac:on
Data is fully owned

Sophis&ca&on
in-‐house, advanced
Data is being brought predic&ve modelling
in-‐house, shiW towards and trigger based
Third par&es control insights genera&on and marke&ng, i.e. what
data mining, i.e. why will happen and
most data, ad hoc
repor&ng only, i.e. did it happen? making it happen!
what happened?
Time, Control

[ Governance and data integrity ]

[ Free off-‐site analy:cs tools ]
  hSp://www.google.com/trends
  hSp://www.google.com/sktool
  hSp://www.google.com/insights/search
  hSp://www.google.com/webmasters
  hSp://www.google.com/adplanner
  hSp://www.google.com/videotarge&ng
  hSp://www.keywordspy.com
  hSp://www.compete.com
  hSp://www.alexa.com
  hSp://wiki.kenburbary.com
[ Search at all stages ]
In Australia Google has a market share

of almost 90% of all searches, making
it a very large and reliable data sample
Source: Inside the Mind of the Searcher, Enquiro 2004

[ Search call to ac:on for offline ]

[ Client side 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?
Source: Google Analy&cs, Jus&n Cutroni, 2007

[ Tag-‐less data capture ]
Google: “atomic labs”

www.atomiclabs.com

[ Overes:ma:on of unique visitors ]
The study examined data
from two of the UK’s 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.
Google: ”red eye cookie report pdf” or hKp://bit.ly/cszp2o
Source: White Paper, RedEye, 2007

[ Maximise iden:fica:on points ]
Probability of iden&fica&on through cookie
140%
120%
100%
80%
60%
40%
20%
0%
0 4 8 12 16 20 24 28 32 36 40 44 48
Weeks

Datalicious SuperCookie
Persistent Flash cookie that cannot be deleted

[ Mobile page headers ]
MSISDN = Mobile Number
Source: Mobile Tracking, Omniture, 2008

[ Single-‐sign on ]
Facebook Connect gives your
company the following data
and more with just one click!
ID, first name, last name, middle name,
picture, affilia&ons, last profile update,
&me zone, religion, poli&cal interests,
interests, sex, birthday, aSracted 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 and email Need anything else?

[ Research online, shop offline ]
Google: ”digital future report 2009 pdf” or hKp://bit.ly/ZkLvr
Source: 2008 Digital Future Report, Surveying The Digital Future, Year Seven, USC Annenberg School
[ Offline sales driven by online ]
Tying offline conversions back to online campaign and research behavior using
standard cookie technology by triggering virtual online order confirma&on
pages for offline sales using email receipts.
Website.com Phone Virtual Order

Research Orders
Credit Check
Fulfilment
@ Confirma:on
Adver:sing Website.com Retail Virtual Order

Campaign Research Orders
Credit Check
Fulfilment
@ Confirma:on
Website.com Online Online Order Virtual Order

Research Orders Confirma:on Credit Check
Fulfilment
@ Confirma:on
Cookie Cookie Cookie

[ Summary: Capturing data ]
  Plenty of data sources and plajorms
  Especially search is great free data source
  Maintaining data integrity takes effort
  Cookie technology has its limita&ons
  New tag-‐less technologies emerging
  Maximise iden&fica&on points
  Offline can be &ed to online

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[ Genera:ng insights ]
[ Corporate data journey ]
Stage 1 Stage 2
Stage 3
Data Insights Ac:on
Data is fully owned

Sophis&ca&on
in-‐house, advanced
Data is being brought predic&ve modelling
in-‐house, shiW towards and trigger based
Third par&es control insights genera&on and marke&ng, i.e. what
data mining, i.e. why will happen and
most data, ad hoc
repor&ng only, i.e. did it happen? making it happen!
what happened?
Time, Control

[ The ideal analyst ]
  Business minded
–  Semng realis&c improvement goals
  Technically savvy
–  Bridging gap between business and IT
  Strong sales skills
–  Raising awareness for the value of data
  Seniority and experience
–  Needs to be taken serious across organisa&on
  Posi&on within hierarchy
–  Able to analyse without loyalty conflict
[ Process is key to success ]

[ Defining metrics frameworks ]
Media and search data
Website, call center and retail data
Reach Engagement Ac:on +Buzz

(Awareness) (Interest & Desire) (Ac&on) (Sa&sfac&on)
Quan&ta&ve and qualita&ve research data
Social media data Social media

[ Key metrics by website type ]

[ 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 confirma&on, etc
Conversion event
[ Conversion funnel 2.0 ]
Campaign responses (inbound spokes)
Offline 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, confirmed order,
call back request, registra&on, product comparison,
product review, forward to friend, etc

[ Addi:onal success metrics ]
Click
Through $
Click Cart
Through
Add To Cart
Checkout ? $
Click Bounce Pages Per Video

Through Rate Visit Views $
Click Call back Store

Through requests Searches ? $

Exercise: Metrics framework

[ Exercise: Metrics framework ]
Stage Metrics Data Sources
Reach
Engagement
Ac:on
+Buzz

[ Exercise: Metrics framework ]
Stage Metrics Data Sources
Impressions, Ad Server,
Reach
Searches Google
Video Views, Web Analy:cs
Engagement
Product Views Pla<orm
Orders, Web Analy:cs,
Ac:on
Store Searches Call Center
Comments, Social Analy:cs
+Buzz
Men:ons Pla<orm
[ Combining data sets ]
Web analy:cs data
Customer data
+ The whole is greater
than the sum of its parts
3rd party data

[ Behaviours vs. transac:ons ]
Site Behaviour CRM Profile

tracking of purchase funnel stage one-‐off collec&on of demographical data
+
browsing, checkout, etc age, gender, address, etc
tracking of content preferences customer lifecycle metrics and key dates
products, brands, features, etc profitability, expira:on, etc
tracking of external campaign responses predic&ve models based on data mining
search terms, referrers, etc propensity to buy, churn, etc
tracking of internal promo&on responses historical data from previous transac&ons
emails, internal search, etc average order value, points, etc
UPDATED CONTINUOUSLY UPDATED OCCASIONALLY

[ Store searches vs. actual loca:ons ]

[ Enriching customer profiles ]
All you need is an address
Source: Hitwise, 2006

[ Hitwise Mosaic segment swing ]
australia.com vs. newzealand.com australia.com vs. bulafiji.com

[ Hitwise Mosaic segment swing ]
australia.com vs. newzealand.com australia.com vs. newzealand.com

[ Single source of truth ]
Insights Repor:ng

[ De-‐duplica:on across channels ]
Paid Bid
Search Mgmt $
Banner Ad
Ads Server $
Central
Analy:cs
Pla<orm
Email Email
Blast Pla<orm $
Organic Google
Search Analy:cs $

Thinking outside the box

[ Search and brand strength ]

[ Search and the product lifecycle ]
Nokia N-‐Series
www.google.com/trends
Apple iPhone
[ Search and media planning ]
www.google.com/adplanner

Fiat 500: Online influencing offline

Google: “slideshare fiat 500 case study” or hKp://bit.ly/lh7bx
[ Search driving offline crea:ve ]

Sen:ment analysis: People vs. machine

Google: “people vs machines debate” or hKp://bit.ly/8VbtB
[ Social metrics and tools ]
Google:
”slideshare
al:meter report”
or
hKp://bit.ly/c8uYXT
Source: Social Marke&ng Analy&cs, Al&meter, 2010

Exercise: Sta:s:cal significance

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

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?
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

[ Summary: Genera:ng insights ]
  Right resources and processes are key
  Define a flexible metrics framework
  Maintain framework to enable comparison
  Combine data sets for hidden insights
  Establish a single (data) source of truth
  Think outside the box and across channels
  Data does not equal significance

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[ Taking ac:on ]
[ How to drive ROI ]
  Increasing revenue
–  Increasing overall amount of sales
–  Increasing the average revenue per sale
  Reducing costs
–  Increasing media effec&veness
–  Increasing website conversion rates
–  Increasing online self-‐service usage
  Improving customer experience
–  Reducing steps necessary to complete a task
–  Perceived value or quality of the final solu&on
[ How to drive ROI ]
Media or how to op:mise the channel mix
Targe:ng or how to increasing relevance
Tes:ng or how to maximise conversion

[ Success aKribu:on models ]
Banner Paid
Organic Success Last channel
Search
Ad Search
$100 $100 gets all credit
Banner
Paid Email Success First channel
Ad
$100
Search Blast $100 gets all credit
Paid Banner Affiliate Success All channels get

Search Ad Referral
$100 $100 $100 $100 equal credit
Print Social Paid Success All channels get

Ad Media Search
$33 $33 $33 $100 par:al credit

[ First vs. last click aKribu:on ]
Chart shows
percentage of
channel touch
points that lead
Paid/Organic Search to a conversion.
Neither first
Emails/Shopping Engines nor last-‐click
measurement
would provide
true picture

[ Path to purchase ]
Banner SEM Partner Direct
Click Generic Site Visit $
Banner SEO
View Generic $
TV SEO Banner
Ad Branded Click $
Print Social Email Direct

Ad Media Update Visit $

[ Forrester media aKribu:on ]
Google:
”forrester
aKribu:on
framework pdf”
or
hKp://bit.ly/
dnbnzY
Source: Forrester, 2009

[ Customer data journey ]
To transac:onal data To reten:on messages
From suspect to prospect To customer

Time Time
From behavioural data From awareness messages

[ Matching segments are key ]
On-‐site Off-‐site
segments segments
On and off-‐site targe:ng pla<orms should use

iden:cal triggers to sort visitors into segments
[ Off-‐site targe:ng pla<orms ]
  Ad servers   Ad Networks
–  Google/DoubleClick –  Google
–  Eyeblaster –  Yahoo
–  Faciliate –  ValueClick
–  Atlas –  Adconian
–  Etc –  Etc
hSp://en.wikipedia.org/wiki/Contextual_adver&sing, hSp://hubpages.com/hub/101-‐Google-‐Adsense-‐Alterna&ves,
hSp://en.wikipedia.org/wiki/Central_ad_server, hSp://www.adopera&onsonline.com/2008/05/23/list-‐of-‐ad-‐servers/,
hSp://lists.econsultant.com/top-‐10-‐adver&sing-‐networks.html, hSp://www.clickz.com/3633599, hSp://en.wikipedia.org/wiki/
behavioural_targe&ng

[ On-‐site targe:ng pla<orms ]
  Test&Target (Omniture, Offerma&ca, TouchClarity)
  Memetrics (Accenture)
  Op&most (Autonomy)
  KeWa (Acxiom)
  AudienceScience
  Maxymiser
  Amadesa
  Certona
  SiteSpect
  BTBuckets (free)
  Google/DoubleClick Ad Server (free)
[ Prospect targe:ng parameters ]

[ Vodafone affinity targe:ng ]
Different type of
visitors respond to
different ads. By
using category
affinity targe&ng,
response rates are
liWed significantly
across products.
CTR By Category Affinity

Message
Postpay Prepay Broadb. Business
Blackberry Bold - - - +
5GB Mobile Broadband - - + -
Blackberry Storm + - + +
12 Month Caps - + - +

[ Affinity targe:ng ]
  Func&on of behavioural targe&ng
–  Grouping of visitors into major segments
–  Based on content and conversion behaviour
–  Ease of use vs. reduced targe&ng ability
  Most common affini&es used
–  Brand affinity
–  Image preference
–  Price sensi&vity
–  Product affinity
–  Content affinity
[ Coordinate the experience ]
By coordina:ng the consumer’s end-‐to-‐end experience,
companies could enjoy revenue increases of 10-‐20%.
Google: “get more value from digital marke:ng”

or hKp://bit.ly/cAtSUN
Source: McKinsey Quarterly, 2010

[ Quality content is key ]
Avinash Kaushik: “The principle of garbage in,
garbage out applies here. […] what makes a
behaviour targe<ng pla=orm <ck, and produce
results, is not its intelligence, it is your ability to
actually feed it the right content which it can then
target […]. You feed your BT system crap and it will
quickly and efficiently target crap to your customers.
Faster then you could ever have yourself.”

Exercise: Targe:ng matrix

[ Exercise: Targe:ng matrix ]
Phase Segment A Segment B
Awareness
Considera:on
Purchase Intent
Up/Cross-‐Sell
Reten:on

[ Exercise: Targe:ng matrix ]
Phase Segment A Segment B
Awareness Seen this?
Considera:on Great feature!
Purchase Intent Great value!
Up/Cross-‐Sell Add this!
Reten:on Discount?

[ ClickTale tes:ng case study ]
Google: “change one word double conversion”

or hKp://bit.ly/bpyqFp
[ Tes:ng pla<orms ]
  Test&Target (Omniture, Offerma&ca, TouchClarity)
  Memetrics (Accenture)
  Op&most (Autonomy)
  KeWa (Acxiom)
  Maxymiser
  Amadesa
  SiteSpect
  ClickTale (cheap)
  Unbounce (cheap)
  Google Website Op&miser (free)
[ Summary ]
  There is no magic formula for ROI
  Focus on the en&re conversion funnel
  Media aSribu&on is hard but necessary
  Neither first nor last click method works
  Create a coordinated targeted experience
  Content is always king no maSer what
  Test, learn and refine con&nuously

Contact me
cbartens@datalicious.com
Learn more
blog.datalicious.com
Follow us
twiSer.com/datalicious

Digital Measurement: Analy&cs Workshop On How To Turn Data Into Ac&onable Insights

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[

June 2010 © Datalicious Pty Ltd 2

June 2010 © Datalicious Pty Ltd 3

Data Insights Ac:on

Web analy:cs solu:ons Customised dashboards Marke:ng automa:on

End-­‐to-­‐end data pla<orms Social media monitoring Internal search op:misa:on

Single customer view Customer proﬁling Tes:ng programs

June 2010 © Datalicious Pty Ltd 4

June 2010 © Datalicious Pty Ltd 5

June 2010 © Datalicious Pty Ltd 7

Source: Omniture Summit, MaS Belkin, 2007

June 2010 © Datalicious Pty Ltd 8

Source: Accuracy Whitepaper for web analy&cs, Brian CliWon, 2008

June 2010 © Datalicious Pty Ltd 9

Source: Forrester Wave Web Analy&cs, 2009

Data is fully owned

June 2010 © Datalicious Pty Ltd 10

June 2010 © Datalicious Pty Ltd 11

Source: Omniture Summit, MaS Belkin, 2007

In Australia Google has a market share

Source: Inside the Mind of the Searcher, Enquiro 2004

June 2010 © Datalicious Pty Ltd 14

What if: Someone deletes their cookies? Or uses a device

Source: Google Analy&cs, Jus&n Cutroni, 2007

Google: “atomic labs”

June 2010 © Datalicious Pty Ltd 16

Google: ”red eye cookie report pdf” or hKp://bit.ly/cszp2o

June 2010 © Datalicious Pty Ltd 17

Source: White Paper, RedEye, 2007

June 2010 © Datalicious Pty Ltd 18

June 2010 © Datalicious Pty Ltd 19

MSISDN = Mobile Number

June 2010 © Datalicious Pty Ltd 20

Source: Mobile Tracking, Omniture, 2008

June 2010 © Datalicious Pty Ltd 21

Google: ”digital future report 2009 pdf” or hKp://bit.ly/ZkLvr

June 2010 © Datalicious Pty Ltd 22

Website.com Phone Virtual Order

Adver:sing Website.com Retail Virtual Order

Website.com Online Online Order Virtual Order

Cookie Cookie Cookie

June 2010 © Datalicious Pty Ltd 23

June 2010 © Datalicious Pty Ltd 24

Data is fully owned

June 2010 © Datalicious Pty Ltd 26

June 2010 © Datalicious Pty Ltd 28

Source: Omniture Summit, MaS Belkin, 2007

Website, call center and retail data

Reach Engagement Ac:on +Buzz

Quan&ta&ve and qualita&ve research data

Social media data Social media

June 2010 © Datalicious Pty Ltd 29

June 2010 © Datalicious Pty Ltd 30

Source: Omniture Summit, MaS Belkin, 2007

Landing page (hub)

Success events (outbound spokes)

June 2010 © Datalicious Pty Ltd 32

Click Bounce Pages Per Video

Click Call back Store

June 2010 © Datalicious Pty Ltd 33

June 2010 © Datalicious Pty Ltd 34

Stage Metrics Data Sources

End-‐to-‐end data pla<orms Social media monitoring Internal search op:misa:on

On and oﬀ-‐site targe:ng pla<orms should use

Up/Cross-‐Sell Add this!