BI NI Template.pot
Business Intelligence NIC NI Confidential 1
Fueling Interactive Marketing by Going from Web Analytics
to Customer Analytics
February 3, 2011
Business Intelligence NIC National Instruments Confidential 2
National Instruments
Leader in computer-based measurement and automation
•5,000+ Employees Globally•1,000+ Different Products•Direct Operations in 40 Countries•Sell Products to 30,000 Companies in 90 Countries•Annual 2009 Revenue of $677 Million
BI NI Template.pot
Business Intelligence NIC NI Confidential 2
Part 1: Web Traffic Data
Not Just for Web Analytics
Michelle RutanFebruary 3, 2011
Business Intelligence NIC National Instruments Confidential 4
ni.com
1,000,000+ pages 9 languages
500,000 + monthly referring
keywords
15+ implementations
of faceted navigation
150+ custom page events,
meta data and elements
Multiple functions: eCommerce, support, company information,
support sales team
Hundreds of people creating
content
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Ideas for Improving Contact Management
Web Traffic Data
Recency and Frequency(peoples visit
history by date)
Engagement(Score based on online activity)
Person/Page Details
(logs of who visited what
pages)
Essence(Summary of
Visits)
Business Intelligence NIC National Instruments Confidential 6
Regency and Frequency• Updated Data Warehouse with a contacts
Last Activity Date including web activity– Increased Marketing and Sales visibility into
regency of activity
BI NI Template.pot
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Ideas for Improving Contact Management
Web Traffic Data
Recency and Frequency(peoples visit
history by date)
Engagement(Score based on online activity)
Person/Page Details
(logs of who visited what
pages)
Essence(Summary of
Visits)
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Engagement• Focused on PreSales Web Engagement
Score– Added to a contact in Data Warehouse
– Give high-level visibility to a contacts web activity– Used as a factor in Lead Scoring
– Increased prediction of model by 22%
BI NI Template.pot
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Ideas for Improving Contact Management
Web Traffic Data
Recency and Frequency(peoples visit
history by date)
Engagement(Score based on online activity)
Person/Page Details
(logs of who visited what
pages)
Essence(Summary of
Visits)
Business Intelligence NIC National Instruments Confidential 10
Person Web Details• Creating a view for everyone to see by
person/company what pages they viewed and when
• Standard reports for sales on their top accounts on web activity– Used for prospecting and improving
relationship with account– Sales people have been aligned by company
to utilize these lists
BI NI Template.pot
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Ideas for Improving Contact Management
Web Traffic Data
Recency and Frequency(peoples visit
history by date)
Engagement(Score based on online activity)
Person/Page Details
(logs of who visited what
pages)
Essence(Summary of
Visits)
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Essence Definition
The central meaning or theme of a [email protected] Essence Score
tpc 2512 5.1
tpc monitor 5.1
ni pxi 5142 4.4
5661 4.0
pxi-5142 3.3
labview hmi 2.9
touch panel 2.9
industrial touch panel 2.8
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Essence OpportunityKnown Web Visitors
(300,000 )
Leads (20,000)
Engage Sales(4,400)
1,300 Orders
Leads (20,000)
Engage Sales(7,400)
2,220 Orders
22%
30%
1%
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Essence Challenge
1. Size and complexity of traffic data2. NI has over 6,000 part numbers3. Sells to 30,000 companies in 90 countries4. No industry represents more than 12% revenue
How do you get insight into what prospects are interested in?
BI NI Template.pot
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Essence
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Essence Success
• Database Marketing – Lists perform at or above what traditional lists
perform• Reports for sales on areas where we don’t
have traditional marketing programs– Used for prospecting, resulting in visits, quotes
and orders
BI NI Template.pot
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Part I, Cliff Notes
Dan DeMichele, Product Director Analytics
Business Intelligence NIC National Instruments Confidential 18
Clicks
KillerMarketingLists
Michelle,
BI NI Template.pot
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Components:1. Data Collection
2. Sessionizing & Business-Logic
3. Data Storage
4. Reporting and Analysis
5. Integrations of data into or out of other systems
How Web Analytics Works
Visitor activity
Purchase, fill out a form, pay a bill, etc.
Reports and analysis
Serve Web pages
Page and event tags
Log files
Web data store
Sessionizing & Business Logic
Integrationsinout
A Page View is…what the name says
An Event is… an activity within a page
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Tracking Beyond Page Views: Tagging Product Views and Events within a Page
For example: – Shopping carts– Form fields– Colors– Scrolling
Call a W.A. vendor’s various event tagging functionsPass extra event information as a parameter
– Often called “custom variables”
BI NI Template.pot
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Tagging Web Sites Built with Ajax or Flash
• With some vendors, this works the same way as tagging page events
• AJAX = JavaScript based
• Flash is ActionScriptbased
• In both cases a Unica event tag function is called to pass information
Flash
Ajax
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Capturing Site Search Keywords Used by Visitors
BI NI Template.pot
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Log or tag data Their entry/exitpages
Where they came from
What theylooked at
What theypurchased
What countrythey are from
Length of their visits
Who they are
What banner ad they clicked on
Key Session / Visitor Info Is Hidden in Raw Click by Click Data
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“Sessionize” based on best available criteria, typically:User login nameCookiesParameter values (e.g.: in mobile phones, a Subscriber ID)Fall back to a “finger print” based on IP address and Browser/OS type
Web DataWarehouse
Step 1: SessionizationClicks ⇒ Visits / Sessions
Session 1
Session 2
Session 3
Session 4
“Sessionization”
BI NI Template.pot
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What is a Cookie? What’s in it?
Can contain any data that a web site saves in it, e.g. your user name for a particular siteWeb analytics cookies contain a unique, anonymous ID, e.g. 202.156.2.82-1067680577015183
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Page tag writes a unique ID code in cookie which is a client-side file
– e.g. 202.156.2.82-1067680577015183
Page tag script reads the cookie and sends it along on each click and return visit
Problems:
cookies can be erased
browser dependent
person independent
avg = 2.6 cookies/month
First page requestNo cookie for site XYZ.com yet
Page sentCookie set
Subsequent clickCookie data included
Page sentDatabase updated
From: Jim Sterne www.emetrics.org
Web site XYZ.com
Step 2: Cookies Visits / Sessions ⇒ Unique Visitors
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Capture user name via tag
Use it to sessionizeand recognize visitor
Potentially tie to registration info
Step 3: User Login Unique Visitors ⇒ People
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The Visitor Identification Life Cycle vs. Data Trail Through Web Analytics
28
Anonymous
Cookie
Visit 1
Registration /Purchase
Cookie + Identification
Visit 2
No Login / No Purchase
Cookie
Visit 3
New Device or Cookies Deleted
Cookie 2
Visit 4
Log-in orNew Purchase
Cookie 2 + Identification
Visit 5
Web Analytics Datastore Who is it? How can you communicate?Cookie 1 ?
Cookie 1 -- Login or Purchase Info John Smith
Cookie 1 John Smith
?Cookie 2
Cookie 2 -- Login or Purchase Info John Smith
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Now the Web Analytics Data is Ready. Two Ways to Use it: Aggregate Dashboards …
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Tap into visitor level detail
… AND Individual Level Insights
BI NI Template.pot
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Last Step: Map Page Views and Events to Context / Visitor Intent
At National Instruments,Given 1 million unique URLs this required a niftyway to do it.
So, nifty Michelle came up with the “Essence” idea
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Clicks
KillerMarketingLists
BI NI Template.pot
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Part 2: Web Traffic Data
Not Just for Web Analytics
February 3, 2011
Business Intelligence NIC National Instruments Confidential 34
Essence – Version 2Statistically defining what a contact is
interested in based on a variety of activities
John Smith September 2010
RF 25%
PXI 10%
Solar 5%
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Essence 2011 Data PlanApplication
Email RF Solar Robotics Test HIL Signals MCM Embedded
[email protected] 0.3 0
[email protected] 0.03 0.5 0.37
[email protected] 0 0.31
Business Intelligence NIC National Instruments Confidential 36
Marketing Process Gaps
Create Demand
Engage and
Identify
Nurture and
QualifyClose Build
Loyalty
1. Are they ready to buy?
2. Who are they?
3. What are they doing?
4. What are they interested in?
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Contact IntelligenceContact Intelligence (CI) is the process of
gathering and analysing informationregarding contacts; their details and their activities, in order to build deeper and more effective contact relationships and improve strategic decision making.
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Contact Intelligence Data Plan
Application Life CycleEmail RF Solar Robotics Test HIL Signals MCM Embedded New to
NILearn Try Custom
erCustomer Success
[email protected] 0.3 0 [email protected] 0.1 [email protected] 0.03 0.5 0.37 0.3 [email protected] 0.2 [email protected] 0 0.31 1 [email protected] 0.3 0.8
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Next Steps• Get Data Overview of Contacts• Testing• Operationalize
Part II, Cliff Notes
BI NI Template.pot
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Web Analytics and BI / CRMIntegrations: Directions + Data Levels
WebBehaviorMart
1. Aggregate Level: For BI dashboards, 360° campaign results, etc.2. Visitor Level: For database marketing + sales lead management
3, Aggregate Level: Offline sales, returns4. Customer Level: Segmentation
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Connecting a Web Behavior Data Mart with Enterprise Analytics and Marketing
Web Behavior MartSQL
Custom UI / Application
Data Mining
CampaignManagement
Sales ForceAutomation
Business Intelligence (BI)
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How Does Marketing Automation Support Use of Web Behavior Data?
1. Score Leads2. Profile What Each
Lead is Interested in3. Feed into SFA
Sales Lead Management
Database Marketing1. Feed into Central
Decisioning2. Combine with other
data & Scores3. Target email, etc.,
based on web behavior
Business Intelligence NIC National Instruments Confidential 44
Select Target Segments of Visitors in Web Analytics
44
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Pick up Target Segments within Marketing Automation
Benefit:• Move quickly from
insight to action• Lights-out
automation• Segment
definition combining online and offline
• etc
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Define Business Rules for Marketing treatments of Visitors
46
1. Tap into visitor level detail
4. Trigger e-mail, direct mail & more
5. Prioritize Leadsfor Direct Sales
3. Trigger site offers
2. Automate
Fine WinesHistorical
Lisbon
2. Automatebusiness rules