Sora Web Analytics Getting Buy In Oct132009 V Final

The Business Case for Analytics…

Getting Stakeholders on Board

Marco Bailetti: Momentum

Max Tremblay: Consultant/Digital Fusion Strategist

1

draftAgenda

Real World Case Study & Challenge• Eco-system• Traffic Source/Flow• The Boardroom

Getting Buy-in• Overview• 5 Keys to buy-in• Top obstacles for buy-in• Tips on Success• Questions

2

Home Page

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Web Eco-System – What does your site do or want to be?

Tool(Workopolis)

Revenue Channel(EBAY, Indigo)

Lead Gen(Dell, B2B sites)

Brochure(Canadian Tire)

Traffic Ad PlayPortals/Social Media

Basic

Needs

Expectations

Unarticulated Needs

Your Web Site

S.O.R.A – The case for Web Analytics – October 13, 2009 -> Max Tremblay & Marco Bailetti - Confidential

Realities of your web business

S.O.R.A – The case for Web Analytics – October 13, 2009 -> Max Tremblay & Marco Bailetti - Confidential4

S.O.R.A – The case for Web Analytics – October 13, 2009 -> Max Tremblay & Marco Bailetti - Confidential 5

Email

Affiliate

Mobile

Social Media

Display Ad

Distribution Partnership

Other competitive sites

SEM

SEOCo-Brands/White Labels

Base Direct Traffic

Source flow of referring visitors – Building block

Conversion RateFuture

High

Growth

Sources

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Visitor action/activity flow pathing

Browse & Bounce

Search

Write text/email

Upload or download stuff

Sign up to email

Shop on ecom

Buy

Conversion Rate

Transactional Behavior


The dreaded boardroom roasting…

CTOCEO

CFO

draftWeb Analytics…• Costs money. (People & technology)

• Doesn’t sell itself.

• Scares People.

• Requires longer term buy-in to be successful.

• Really, really nerdy.

AND IS:

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A powerful tool that will enable you to make better business decisions.

draft5 keys to buy-in1. Identify the 4 Stakeholders

2. Meet with stakeholders individually & listen.

3. Deliver the 1 pager

4. Recruit evangelists, show the sizzle

5. Show the ROI, over and over and over.

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draft4 stakeholders

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THE MONEY GUY:•Approves the $. Only one. Final approval

THE COACH•Influence internal stakeholders, navigates the politics, drives the agenda

THE CONSUMER•End user of new application

THE IT GUY•Screens suppliers, ensures compatibility/standards

draftDeliver the win, get the buy-in

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THE MONEY GUYLow cost of ownershipROI, increased productivityGood budget fit

THE COACHRecognitionVisibilityPromotion

THE IT GUYReliability & supportIntegration & compatibilityTimely delivery

THE CONSUMERDo job better/faster/easierEasy to learn/useUpgrades their skills

draftMeet with Stakeholders & Listen1. Learn about their business

– How does change impact?

2. Learn about their pain points

– What are the top 2 challenges?

3. Discuss scenarios (what if?)

– What if we did something that would help address challenges?

– What could that something be?

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Build credibility. Earn trust.

Discover what is relevant & actionable

Plant a seed. Make it their idea

draftDeliver the 1-pager

• Objective: what you want to do & why.• Overview: provide background & non-debatable

facts. Include business challenges.• Strategy: short and longer term strategy• Execution: details on how the application works,

who will lead, cost & timeline.• The Benefits: Why do this now? Highlight

benefits that specifically address the pain points highlighted by the stakeholders

• Next Steps: What needs to happen & when.

13Source: based on P&G 1-page memo format.

The 1 pager delivers a concise business case targeted decision makers & prompts short term action.

TIP Get signatures from stakeholders

draftRecruit Evangelists & Show the Sizzle

• Passion is contagious. Passion sells.

• Enlist evangelists to sell for you

– Get suppliers to do the heavy lifting

– Share the ‘sound byte’ internally

– Create accounts, get people to use it

• Show the sizzle. Yes, it works.

– The Executive Dashboard

– The cool animations, features & gadgets

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Example 3 - e-commerce Purchase Funnel – (all numbers are examples)

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Conversion Rate: XX%

Return Visits: XX% New Visits: XX%

Identifying % abandon to

other sections of the site

& may reengage in the

funnel

Identify leakage or top 5

next pages exiting funnel1. Product : XX%

2. Exited Site: XX%

3. Home Page: X%

4. Login In (time out): X%

5. Unknown (error): X%

Provide estimate of

annual revenue impact


draftShow the ROI, over and overROI case needs to be positioned around how web analytics has:

increased revenue, reduce time or reduce costs.

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BENEFIT ROI Web Analytics Tools

Increased Revenue •increased paid search ROAS by 25%•Increased conversion 2% &generated incremental 1MM•Increased advertising revenue by 20%

•Campaign tracking•Funnel abandonment•Searched keywords•Content consumed

Reduced Costs •Reduced CPA (cost per acquisition) by 45%

•Campaign tracking•Referring sources

Reduced Time •Reduce time to market by 4 weeks•Reduced research time by 30%

•Multivariate , A/B testing•Path analysis

draftShow the ROI, over and over

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Make other people look good too as much as you can.

Radio promotion launched New product launched PR Release

Marketing loves you IT loves you CommunicationsLoves You

draftTop obstacles to buy-in

1. Status Quo

2. No Business Case

3. Skepticism (data accuracy)

4. Increased visibility

5. Budget

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draft#1. Status Quo

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I like my comfort

zone.

If it ain’t broke, don’t fix it.

We already have

something.

draft#1. Overcoming Status Quo

• Impact of doing nothing short & long term opportunity costs

• Benchmark with competitors

• Align with innovation/product development

• Don’t tell stakeholders their baby is…UGLY

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Remember: Web Analytics is a catalyst for change. Change can be disruptive and uncomfortable

The dreaded boardroom roasting…

Business questions that need answers!#2 No Business Case

• What keeps me up at night?

• What/Where are my sources of leads and revenues

• Who are my best customers? How do increase share of wallet?

• How do I build greater engagement and return business

• How do I get my consumers/customers to the right place FAST.

• Which off/online investments is working? What is the ROI/SAC

on SEM, SEO,Display ad, Social media, Affiliate, email?

draft#3 Skepticism (data accuracy)• Manage expectations:

– Data is not 100%, deal with it– This isn’t a financial tool that hits the GL

• Educate:– Use web analytics as directional tool (+/-10%)– Lunch & Learn to explain metrics (i.e. Visitors)– Understand technical reasons for data anomalies

• Establish credibility:– Benchmark with trusted sources– Robust Implementation & continuous updates– Ensure consistent naming/tagging strategies– Communicate changes

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draft#4. Increased VisibilitySeveral stakeholders, including IT, marketing and

advertising agencies may feel threatened by increased visibility & scrutiny of web analytics

• Position web analytics as an opportunity for them (highlight ROI, increase budget)

• Include them in decision making/usability groups

• Always include them PRE management presentation

• Reassure them that:– they are still the experts, you are a lowly analytical person

– Web analytics is only one of many factors that measure performance

• Don’t tell stakeholders their baby is…UGLY

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draft…Your Baby is Ugly

• Avoid temptation to use analytical tools to pick apart current budget spend, tools and decisions

• Focus on constructive insights AND tell a story

• How can this ENHANCE what they are doing?

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draft#5. Budget

• Share costs with multiple departments (IT, Marketing, Operations)

• Negotiate with suppliers

• Benchmark web analytics spend vs. other tactics/costs

• Reinforce your business case:

– ROI

– Opportunity costs

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Disclosure - What should your web analytical tool do

•Grow revenue , driving millions in incremental $$$

•Save you bazillions of $$$

•Accelerate speed to market & decision making process

Rationale for

Web Analytics

•Track all your online activities

•Easy to use

•Manage all paid search campaigns

•Track all your banner/display ads anyway you want

channel, size, format

•Manage all email/outbound from open rate to conversion

Web Analytical

tool must have

Used & Fell in

love with


Tips on leveraging your web analytics measurements to success

1. Web Analytics starts with 1-2 business questions• What are the objectives/goals for my website?

• How can we do better. What is doing well and can we do more/less?

• The type of questions you ask, will determine what is the right solution &

implementation

2. Great People. Everyone has to know and use the tool• Curiosity is vital combined with a genuine LOVE for data

• Evangelize through the org, the more use it, the more love it

3. Beauty of the web Measure, measure and measure

• Build relevant dashboard with relevant KPI’s

4. Constantly challenge your implementation with Tech/Dev• Improve page naming. Ensure that you capture full conversion

• Hire the right help and consultants like Marco

5. Don’t assume it is going to be easy or the panacea for all

your ills

28S.O.R.A – The case for Web Analytics – October 13, 2009 -> Max Tremblay & Marco Bailetti - Confidential

draft

QUESTIONS?

Marco Bailetti (Momentum)(E) [email protected]

(C):(416) 400-6370

Max Tremblay (Independent Consultant)(E) [email protected]

(C):416-399-0381(Linked-in): http://www.linkedin.com/in/maxtremblay2009

(T) http://twitter.com/maxtremblay100

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mailto:[email protected]

mailto:[email protected]

http://www.linkedin.com/in/maxtremblay2009

http://twitter.com/maxtremblay100

http://twitter.com/maxtremblay100

draft

Appendix

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Case Studies and Examples

• Example 1 – B2C Visitor KPI Acquisition

– What are the most cost effective sources/channels to drive visitor

action on our site?

• Example 2 – Ecommerce Lead Gen & Purchase

Conversion

– What are the most cost effective sources/channels to drive leads,

then purchase conversion and revenue.

31S.O.R.A – The case for Web Analytics – October 13, 2009 -> Max Tremblay & Marco Bailetti - Confidential

Business/Marketing Strategies 101

2010 Business ObjectivesRevenue/Profit Targets

Brand Engagement/Health KPI

2008 Strategic Pillars (Your Company name) is (Your Value Proposition) to (Your Target Market)

Category

Strategy #1..

-Tactic #1…

Competition

Strategy #1..

-Tactic #1…

Consumer

Strategy #1..

-Tactic #1…

Customer

Strategy #1..

-Tactic #1…

Company

Strategy #1..

-Tactic #1…

5 C’s INSIGHTS & Tactics


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Example 1– KPI B2C Dashboard (#’s are purely fictional)

Pick

meaningful

KPI’s

Compare vs

previous week,

month, YTD, LY

Compare Channels in

source

Cost per Actions

selected

Best Bang for your

buck but SEO cost

difficult to allocate

Should be able to track

Email, Mobile & Affiliates


Main

Source/Media

Sub

Section Visitor

% chg

VYA

Action #1

(Search for)

Visit/

Action #1

Action #2

email sign up

Total Cost/

Investment

CPC

(Visitor) CPA#1 CPA#2

Total 2000 2% 6055Direct Traffic 1000 5% 5000 5.0 250

Google Total 100 2% 300 3.0 26 100.00$ 1.00$ 0.33$ 3.85$

Google SEO 40 10% 200 5.0 20 -$ -$ -$ -$

Google SEM 60 -5% 100 1.7 6 100.00$ 1.67$ 1.00$ 16.67$

MSN Total 200 9% 200 1.0 20 200.00$ 1.00$ 1.00$ 10.00$

MSN Messenger 100 0 150 1.5 10 100.00$ 1.00$ 0.67$ 10.00$

MSN Big Box 100 2% 50 0.5 10 100.00$ 1.00$ 2.00$ 10.00$

Yahoo Total 100 -2% 400 4 40 50.00$ 0.50$ 0.13$ 1.25$

Ad Networks Total 200 3% 50 0.25 50 200.00$ 1.00$ 4.00$ 4.00$

Other Refering Sites 200 -10% 70 0.35 50 -$ -$ -$ -$

Email Total 100 25 0.25 10 5.00$ 0.05$ 0.20$ 0.50$ Mobile 50 50 1 1 -$ -$ -$ -$ Affiliate Total 100 10 0.1 15 10.00$ 0.10$ 1.00$ 0.67$

Example 2– Ecommerce Dashboard (#’s are purely fictional)

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Last Step

Check out

purchase

E-com Flow Step 1

lead generation

Return on Investment

Measure

cost per

lead

Should be able to track Email,

Mobile & Affiliates

Main

Source/Media

Sub

Section

Step 1

Lead

% chg

VYA

Step 5

Check Out

Conversion

Rate Revenue

Total Cost/

Investment

CPL Step

1 Lead

CPA

Step 5 ROI

Total #REF! 2% 334Direct Traffic 5000 5% 250 5.0% 2,500.0$

Google Total 300 2% 45 15.0% 450.0$ 100.00$ 0.33$ 2.22$ 450%

Google SEO 200 10% 15 7.5% 150.0$ -$ -$ -$ 1000%

Google SEM 100 -5% 30 30.0% 300.0$ 100.00$ 1.00$ 3.33$ 300%

MSN Total 200 9% 14 7.0% 140.0$ 200.00$ 1.00$ 14.29$ 70%

Yahoo Total 400 -2% 15 3.8% 150.0$ 50.00$ 0.13$ 3.33$ 300%

Ad Networks Total 50 3% 3 6.0% 30.0$ 200.00$ 4.00$ 66.67$ 15%

Other Refering Sites 70 -10% 1 1.4% 10.0$ -$ -$ -$ 1000%

Email Total 25 3 12.0% 30.0$ 5.00$ 0.20$ 1.67$ 600%

Affiliates Total 10 3 30.0% 30.0$ 10.00$ 1.00$ 3.33$ 300%

Total Paid Total 1355 5% 129 9.5% 1,290.0$ 665.00$ 0.49$ 5.16$ 194%

What

convert best


draftNo Business Case• How does this align with organizational

objectives?

• How does this address stakeholders pain points?

• Why do you need this now?

• How does this: make money, reduce time or reduce costs?

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draftOverviewWhat you get:

• Tools to get buy-in for web analytics

• How to overcome common objections

Who this is for:

• Marketers, IT & business professionals that want to implement web analytics to improve their operations and business decisions.

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Sora Web Analytics Getting Buy In Oct132009 V Final

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