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From Web Analytics to Web IntelligenceSiteworx Webinar – June 16, 2011

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Introductions

John KolkerWeb Analytics Consultant

David NickelsonDirector of Digital Engagement

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The Science and “Art” of Capturing Business Insights from Web Analytics

• Current state – and limitations

Top 5 Most Impactful Marketing Optimization and Visitor Analytics Applications

• Conversion & Abandonment

• Geo-tracking

• Fraud Detection

• Social Media Monitoring

• Pre- and Post-Website Redesign; A/B Testing

Key Takeaways and Next Steps

Agenda

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About Siteworx

Award-Winning Interactive Agency

Specialize in WCM/CMS, Search, and Analytics

Expertise in leading analytics and customer experience management solutions

Strong Qualifying Track Record for Financial, Media and Nonprofit

Include locations in a similar format as we use on our e-newsletter

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Conversion and Abandonment

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Example: Conversion and Abandonment What your funnel may not tell you…

A financial institution launches a loan application on their website.

Response was fantastic but form completion / conversion was suspiciously low.

The funnel tells you that there is 1% conversion.

But is it the whole story?

1000 - Application Starts

800 - Applicant Financial Info

500 - Applicant Personal Info

10 – Submitted Loan Application

What is happening here?

Customer Experience AnalysisIndicates that account open date isbeing auto-loadedformatted as mm/d/yyyy – without leadzeros on the 1 digit days

The form submission requires lead zeros…The only customers who make itthrough the process are those who figure this out and add the lead zeros

Web Intelligence Insight: Development team fixes the form logic and conversion increases

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Geo-tracking

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Example: Geo-trackingCampaign analysis beyond campaign codes…

An online marketer launches an online campaign.

All online adds are given a campaign code

…/event.php?campaign=1234.

Kiosks are set up in 2 cities to augment the online campaign.

It is suspected that the Kiosks are giving the online campaign a

lift.

How can the marketer be sure?

Corporate Web Analytics is already capturing the IP Address of

each Visitor Session…

by adding IP Address Geo-Tracking it can be

determined that in Reston and Arlington responses increased…

Web Intelligence Insight: IP Address based Geo-Tracking tells the more accurate story about the ROI of trade shows and whether or not they are worth the marketers investment

Visit our Site

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Fraud Detection

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Example: Fraud Detectionactionable web intelligence in the order processing pipeline…

Order Processing Pipeline

1. Automated ScreeningWeb Analytics used on live and active web sessions to determinescenario-based alerts for review

2. Manual ReviewOrders meeting the screening criteria will issue alert to processing departmentto pull just those orders for review

3. Accept or Reject Decision is made by processing management to fulfill order or not

Web Intelligence Insight: Web Analytics used to detect fraud at the beginning of order processingsaves revenue for online retailers

RevenueOrder Revenue

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Social Media Monitoring

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Social Media: Multichannel Integration and Collaboration

Financial Services firm wants to actively engage customers via social media to: improve customer service

drive product development,

communicate about the good and the bad directly with consumers

Obtains and staffs a social media tracking tool (Radian6) Social media summary included in daily marketing communications scrum

Daily social media summary is regularly compared weekly w/ monthly summary of

inbound consumer email issues (500,000/mo) Data mining and latent semantic analysis (via RapidMiner)

Issue/topic clusters and change trends

Communication calendar is adjusted to provide more of what customers are looking

for, and “evergreen” materials are readied for use with adverse events

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Pre and Post Website Redesign: A/B and MVT

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Pre and Post Launch: A/B and MVT

Diabetes.org Redesign: Data-driven design and measurement Shift in organizational focus and priorities; make site more consumer friendly

Key conversions

Traffic

Email address

Donation

Event Sign-up

Purchase

Combined traffic, search, customer and industry benchmark research

Developed content map, engagement pathways, and Google analytics overlay

At launch, saw 20 – 30% lift across all areas

Gains and losses in key areas

Began A/B and MVT of navigation, page content , pathway design, and form options

Rectified problems for additional lift

Post launch, est. task specific KPI-focused testing program tied to departmental business cycle

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Tailor your tools to your business objectives, not the other way around.

Master the highest-value basics first; establish your own benchmarks.

Look for trends across all your business data; tell the story multiple ways.

90/10 Rule: develop/contract real expertise; provide support and resources.

Stay the course: takes time to mature metrics from

Key Takeaways

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Next Steps

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Questions

John KolkerJKolker@siteworx.com703. 657. 1232

David Nickelson DNickelson@siteworx.com703. 657. 1280

Siteworx Inc. info@siteworx.comTwitter: @Siteworx703. 964. 1700

Thank You!

We should have a link to the website here. should consider whether we can get the analytics section of our website updated in time.