Steve Jackson-Measuring the performance of marketing in the 21st century

Copyright Satama. All rights reserved. 1June 18, 2007


Measuring the performance of

marketing in the 21st Century

How to measure it all - the whole process: Reach, Engage, Activate, Nurture

using web analytics and other tools

June 18, 2007

Steve Jackson (Senior Consultant)

Web Analytics and Search Marketing


# 3. Copyright June 18, 2007 Satama. All rights reserved.

SATAMA Analytics

1. SATAMA has 370 people, offices in Amsterdam, Dusseldorf, Stockholm, Helsinki, Turku and Tampere

2. SATAMA is the biggest digital agency in Finland

3. Analytics unit (total 19 people) has web metrics experience since 1997

4. Analytics offering, Web Analytics, Market research, Search Marketing

5. Guest speakers at eMetrics Summit (London/Munich), Search Engine Strategies (Stockholm, London), IAB summit (Helsinki); Articles and white papers referenced in over 1.5 million websites worldwide.

6. SATAMA Analytics has the largest web analytics competence in Europe

7. Excellent implementation/design/programming background since 1997

8. Google Analytics certified partners, Visual Sciences and Omniture partnerships

9. International Web Analytics Association – Co Chair Nordics, Finnish Country managers and Dutch country managers



What is Web Analytics?

Does anyone recognize these names? Is anyone using any of

these tools?



What Web Analytics ISNT!

Audience measurement

• Page views (impressions), visits, visitors.

• Great for getting accurate visitor statistics.

• Often used by media websites to validate advertising sales.

• Often confused with web analytics.


# 6. Copyright June 18, 2007 Satama. All rights reserved.# 6. Copyright 18 June 2007 Satama. All rights reserved.

WHAT IS *WEB ANALYTICS*?

What Web Analytics IS....

• Web analytics is a generalized understanding of

the visitor experience online based on a variety

of data• Web traffic

• Transactions

• Server performance

• Usability studies

• User surveys

Data analysis

+

=

Evaluations and

improvements

• The success of changes to the website and online campaigns are evaluated with help of the data

• The site and campaigns are optimized according to user behavior

• Generating more traffic

• Better user satisfaction

• Increase in self-service site volume

• Growth in online sales

• Increasing lead generation

• Targeting development resources

• Maximizing marketing effectiveness

Business benefits



No Measurement

• INTEREST: You do not know how many visitorsvisit the home page

•ORIGIN: You do not know where your bestsources of traffic are

• PROCESS: You do not know many go to the shopping cart or through your process

•PERFORMANCE: You probably know how manybuy but not what your conversion rate is

• BEHAVIOUR: You do not know anything aboutvisitor behaviour on your site

TYPICAL SITUATION: No optimalisation or measurement

THINK: What would be the outcome if an offline business

operation would be managed in this manner?



Audience Measurement – At least some Insight

• You now know how many visitors visit the home page

• You know the best sources of traffic

• You know how many go to the shopping cart or through your processes

• You know what your conversion rate is

• You know much more about your visitorsbehaviour

With Measurement comes insight to:

THINK: You start to have better knowledge about your site and

can begin to make informed decisons.... But it can still be better.



Web Analytics Concept: BUSINESS IMPROVMENTS

• Your spend for traffic/media can remain the same,

yet bring more results

• Process improvement allows you to

increase conversion rates

• Incremental increases in conversion

can result in massive increases in sales

• Media sites can prove their popularity

and improve their branding objectives

• Non-commercial sites can measure success

through other means

Measurement/Optimization and testing increases conversion

Increases in revenues

Cost savings

THINK: How well can you analyse the business sensitiveness

of changes in your site and online media activities?



The first thing we do is break this down into

tangible elements (or parts)......= Planned activity

= Planned activity, not fulfilling the set KPI

= Plan B activity

= Integration between activities

= Plan B integrations

= Milestone for measurement and flagging

X

X

SATAMA model: Reach – Engage – Activate – Nurture



Adaptive landing

pages

Reach – Engage – Activate – Nurture…. breaking it down

RRRR EEEE AAAA NNNN

Own Store

purchases

Lead generation

Program,

Subscriptions

MSN

RSS feeds

SMS campaign

Banners

Adaptive

flash banners

Podcasting

SEM Prestudy

Banners

linking to

online store

Newsletter

Landing page 1

Landing page 2

Landing page n

Other buy page?

Amazon etc.

Viral

My Space

You Tube

Second Life

Targeted SEM

Seasonal,etc.

Partner sites

Video Banners

Own Store

purchases

Indy Store

purchases

Call centers

Channel sales

Seeding

Instore

Advertising, POS materials

On device demos

Retail screens

Retail games

O

N

L

I

N

E

Continuous analysis and metrics

Seeding

Community

Seeding

Flickr

Competition

Google

Yahoo

Indy Online Store

purchases

Reach activities Engage activities Activate=conversion Nurturing existing

customers

Seeding

CRM

marketing

Internal Links

Free external

links

Mobile

campaign

Partner Store

purchasesCompetition

O

F

F

L

I

N

E

Self service

Logins


# 12. Copyright June 18, 2007 Satama. All rights reserved.# 12. Copyright 18 June 2007 Satama. All rights reserved.

The Web Analytics Concept: Measurement areas

Macro and Micro Actions (Key Performance Indicators – KPI’s)

Macro Actions (e.g.)

• Purchase conversion rate

• Subscription conversion rate

• Contact conversion rate (lead)

• Login conversion rate (content site)

Micro Actions (e.g)

• Anything which helps (or hinders) your visitor toward your macro action

• Typing a keyword into Google

• Clicking Links

• Filling in forms

• Adding a product to a shopping cart

”BUSINESS

OBJECTIVE

FULLFILLMENT”

”CUSTOMER

BEHAVIOUR”



Tools in action

Measuring Macro and Micro actions with Web Analytics

Visual Sciences



Tools in action


HBX



Tools In action


Google Analytics



Reach Compared

Which is the best

source of traffic, in

terms of cost, volume,

engagement and

activation?



Engagement/activation compared (banner landing page)



Engagement/activation compared (Google landing)



Nurture Compared

Tableteer

website

visits and

RE-

Activations

Email and newsletter responses measured

and optimized per campaign



Finnish companies using Web Analytics

See anyone you recognise? Yes/No?



Opportunities

Clients who saw the opportunity made gains....

• 20,000 euro extra sales per DAY (€7.3 million per year)

• 2 Million euro savings in campaign spend

"I know that half of my advertising dollars are wasted ... I

just don't know which half."

John Wanamaker

• Strategic web analytics approach to online design saved

one client €500,000 in cost of website development from

previous 3 years

• Optimized SEM campaigns resulted in 600,000 extra

visitors per year for the same campaign spend as the

previous year

Can you afford to wait?



Services

Start here!

KPI Workshop

Defining key objectives and metrics for the site

Defining needs for the measurement system

Measurement system evaluations and contracts

Implement-ation planning

System implement-ation

Training Web Analytics reports

7.2.1. 3. 4. 5. 6.

“10% of your budget should be spent on the tools and 90% on your strategy and your analyst”

Avinash Kaushik speaking at the London eMetrics Summit 2006

Snr Manager of Research & Analytics

Intuit - USA

Or here....

Conversion

Assessment



Thank you

QUESTIONS?

Steve Jackson

Senior Consultant

Web Analytics and Performance Marketing

Tel: 050 343 5159

[email protected]