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

Thanks!

tom.betts@ft.com / @tomp2

(PS we’re hiring)