Post on 13-May-2015
Analytics 2.0SAScon
Tom Betts, Head of Web Analytics, FT.com
20 May 2011
Our business model: combined subscription and advertising revenue
FT digital circulation increased 50% last year
"the information and intelligence gained from readers from a subscription model is a powerful asset“
– John Ridding, CEO, Financial Times
Context
<soapbox>
Always ask – ‘so what?’
Remember: great analytics are only as great as their usage
</soapbox>
Before we begin..
Metrics? There’s no magic bullet
You’re smart – and experts in your field
Topics for today:
1. Customers are not all made equal
2. Measure customers, not devices or browsers
3. Dealing with emerging channels
Customers are not all made equal
Customers are not all made equal
Customers are not all made equal
No one size fits all
People use your sites in different
ways
...so think about them differently
Don’t think in aggregate, think in
segments
Fan
Regular
Occasional
Fly-by
Customers are not all made equal
Multichannel:Measure customers not cookies
We almost always deal in cookies
But cookies are:
unique to a device and browser
deleted!
blocked!
unreliable!
ComScore: 2.4x cookies per user per site in 1
month
Now your customer acquisition campaign ROI doesn’t
look so attractive…
Measure customers not cookies
Consider: using a (persistent) customer ID instead
Provides context
(e.g. purchase history, geodemographics, account
descriptors)
Combine with behavioural information
compare new customers with repeat..
Descriptive attributes endlessly segmentable data
Knowing your customer endlessly actionable data
Know Your Customer
Web analytics + customer ID
Get data into data
warehouse
Turbocharge
And know their lifecycle too..
Unaware Interested Customer Repeat customer
The value of linked data
Enables eCRM
‘Who’ dimension improves ‘what if’ analysis
Segmented, personalised, trigger-based marketing communications
Measure marketing ROI accurately
Customers are not all made equal
Multi-platform: mobile analytics
Customers are not all made equal
“My mobile app is highly profitable”
Really?
We used to have multiple PCs /
browsers - now we have multiple
devices too..
Is my new channel making me more
money?
Some metrics:
% of customers that are new?
channel incremental revenue?
Joining the dots is hard
Use a single platform for cross-channel
analytics
Do what we did before: measure people not
cookies*
– join the data by customer ID
Web analytics rock star moment:
Use channel(s) to segment your analysis?
* Because apps don’t necessarily even support cookies!
So what do we do?
1. Clear line of sight from app usage to
revenue via customer
2. Holistic picture of channel consumption
3. Figure out how to invest in mobile
4. Identify new channel marketing
opportunities
And the benefit?
Summary
Goodbye global averages – segment,
segment, segment!
Turbocharge your analytics by measuring
customers, not cookies
Next most important thing you do: figure out
your channel mix