DATA, DATA, DATAHow to prevent online analysis paralysis?SEPTEMBER 21, 2009

http://www.youtube.com/watch?v=jpEnFwiqdx8DID YOU KNOW?

2

Too many?

• How many reports a day, a week?

• What do you use?

• How do they help you make the right decision?

• Is their a better way?

3

Getting Started

4

5

SEM / Ads

Email

TV / Radio

Social Media

Direct Mail

Measure ROI Take credit Share credit

Continuous Cycle of Improvement- Aggregate Level -

Web Analytics

Web Online OfflineAnalysts Marketers Marketers

5

SEM

Ad Serving

Affiliate

Social Media

Email

Don’t Ignore Personal Level Web Analytics!!!!

Web Analytics

6

Web AnalyticsSEM

Ad Serving

Affiliate

Social Media

Email

Surprise! Two Cycles of Continuous Improvement!

Aggregated Analytics Loop

Personal Analytics Loop

Personalized Email Real-Time Targeting

Decisioning & Personalization

Simple observations Predictions Event and Pattern Detection

7

8

Web Analytics

OFFLINE

ONLINE

SEM

Ad Serving

Affiliate

Social Media

Email

Web Analytics Can Drive the Offline Too (+ Benefit from)

Decisioning & Personalization

8

Online & Offline Marketers’ Synergies

Web AnalystWeb Analyst OfflineOffline

• Proven analytics methods• Relationship focused• Automate & Innovate

• Granular behavior data• Acquisition centric • Emerging channels

9

Behavioral Targeting Using Click + Customer Insights

Wouldn’t it be great if your web site was able to actively shape the sales dialog much like an attentive sales person would do?

USAGEINDUSTRIES CHALLENGE

• Travel

• Retail

• Finance

• Insurance

• Telco

• Sales dialog used to rely on skillful sales personnel

• But model has shifted to self-service

• Besides offering a great self-service experience, how can you improve conversion rates?

• Build dialog on visitors’

1. Past & current clicks

2. Registered customer insights

• Combine business rules and self-learning

• Personalize online and offline interactions

10

Segment & Target Anonymous Visitors Based On their Site Behavior

Target Content Based On:• Clicks: European destinations

• Keywords: Bicycle vacations

• Referrer: Mountain biking site

• Visitor’s Geo location: USA, CA

• Self-learning intelligence: Top Europe locations for sporty, US browsers

• Business rules: Inventory

VACATIONS R US

11

Interactive Data Across Online and Offline Channels

Cross-ChannelTargeting

and Execution

Anonymous and registered visitors

12

Business value levels offBusiness value levels off

Grow Business Value with Web Analytics

Tactical reporting Strategic visitor insights for Interactive Marketing

Business value

Stage 1: Reporting

Stage 2: Optimization

Stage 3: Segment Targeting

Stage 4: Interactive Marketing -( Online only )

Stage 5: Interactive Marketing( Online + Offline )

1313

• Standard Web Server Log files

• “Pixel” tracking• Redirect tracking• Feeds from other systems• Eye tracking• Full session activity tracking• Panel Tracking• IP Tracking• Onsite vs. Offsite tracking• Listening trackers for Social

Media

TRACKING OPTIONS

14

Skewing Data

1515

• Beyond traffic and conversion• How should I measure if a consumer had a positive

experience?

Engagement

16

• Create consensus KPIs

• Evaluate your current reporting tools

• Develop actionable reporting

• Create a test plan

• Make analytics a priority

WHAT IS NEXT?

17