© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
The Wonderful World of Web AnalyticsMike Barton, AdobeJames Tall, Adobe
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
All the right INGREDIENTS to a marketing plan mean nothing without good MEASUREMENT
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Agenda
Understand analytics and challenges that marketers face
Create a list of ingredients for a winning analytics strategy
A measurement framework
Action: Leave an analytics framework that drives insight
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Web Analytics – A Definition
the analysis of qualitative and quantitative data
from your website and the competition,1
to drive a continual improvement of the online experience that your customers, and potential customers have,
2
which translates into your desired outcomes (online and offline).3
Web Analytics
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In other words . . . “measuring desired outcomes”
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How to bake a “Best in Class” marketing measurement strategy
Ingredients: Understand why
marketers are data rich, but insight poor
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OLD SCHOOL NEW SCHOOL
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*
*“Marketing ROI in the Era of Big Data” (Feb 2012)Columbia Business School / NYAMA
91% of senior corporate marketers believe that successful brands use customer data to drive marketing decisions
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57% of marketers are in the dark and are not basing budgets on any ROI analysis
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36% report that they have “lots of customer data” but “don’t know what to do with it”
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39% of marketers say they can’t turn their data into actionable
insight
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Key Takeaway: “Marketers are data rich and insight poor”
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Challenge
• Knowing what to report
• Identifying actionable insights
• Presenting the value of analytics
Solution• D.U.M.B. objectives /
KPIs
• A business case for advanced analytics
• Suggestions for presenting findings to key stakeholders
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
How to bake a “Best in Class” marketing measurement strategy
Ingredients: Understand why
marketers are data rich, but insight poor
Select D.U.M.B. objectives
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Objectives must be D.U.M.B.D: Doable
Challenge
• Knowing what to report
Are you capable of accomplishing the goal?
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Objectives must be D.U.M.B.U: Understandable
Challenge
• Knowing what to report
Are the objectives clear to all stakeholders?
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Objectives must be D.U.M.B.M: Manageable
Challenge
• Knowing what to report
Do we have resources in place, and time to achieve?
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Objectives must be D.U.M.B.B: Beneficial
Challenge
• Knowing what to report
Given the other D.U.M requirements, will this be worth our time?
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All the right INGREDIENTS to a marketing plan mean nothing without good MEASUREMENT
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
How to bake a “Best in Class” marketing measurement strategy
Ingredients: Understand why
marketers are data rich, but insight poor
Select D.U.M.B. objectives
Use appropriate KPIs
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KPIs measure “desired outcomes”
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Retail: Online KPIs1. Revenue2. Orders3. Conversion Rate
(Orders/Visitors)4. Average Order Value
(Revenue/Orders)5. Revenue per Visit6. Average Selling Price
(Revenue/Units)7. Units per Transaction
(Units/Orders)
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Media: Online KPIs1. Unique Visitors2. Page Views, Video Starts, &
Mobile Views3. Page/Video/Mobile Views
per Visit4. Registration Rate
(Registrations/Visits)5. Video Consumption Rate
(Video Starts/Visits)6. Visits per Visitor
(Visits/Visitors)
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Fin. Services: Online KPIs1. Application Submissions2. App Completion Rate
(App Submissions/App Starts)3. App Conversion Rate
(App Submissions/Visits)4. Self-Service Transaction
Completions5. Self-Service Cost Savings
(Call-center cost – Online cost) * Transaction Completions
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B2B: Online KPIs1. MQLs2. Inquiries/Leads3. Inquiry Conversion Rate
(Inquiry Completions/Visits)4. Cost per Inquiry/Lead
(Acquisition cost/Leads)5. Form Completion Rate
(Inquiry Completions/Inquiry Starts)
6. Micro-conversions(Pathing, Non-gated videos)
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
How to bake a “Best in Class” marketing measurement strategy
Ingredients: Understand why
marketers are data rich, but insight poor
Select D.U.M.B. objectives Use appropriate KPIs Understand your
sophistication
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27
For every organization, it’s important to understand where they are in the maturity curve. At some point, they begin to need to drill down and ask the deeper questions that are going to move them beyond reporting to
analytics, advanced segmentation and beyond.
Ashish BraganzaSenior Manager, Global Business Intelligence
Lenovo
”
“
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A case for advanced analytics
DESCRIPTIVEDIAGNOSTIC
ADVANCED DIAGNOSTICPREDICTIVE
PRESCRIPTIVENow
Goal State
Dashboards
Reporting(Custom/
Personalized)
Mobile Reporting
Integrated Campaign
Management
Conversion Metrics
Sequential Path Analysis
& Fallout Reporting
Marketing Attribution
Segment Analysis
Data Visualizatio
ns(Site
Analysis)
Advanced Pathing
Cross-Visit Analytics
Multi-Report
Workspace
Advanced Data Visualizations
Cross-Channel Analytics
Predictive Forecasting
Digital Analytics Ad-Hoc Analysis Multichannel Analysis
Media Mix Optimizatio
n
1 2 3 4 5
AdvancedAnalytics
BasicAnalytics
Challenge
• Identifying actionable insights
Solution
• A business case for advanced analytics
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29
How to bake a “Best in Class” marketing measurement strategy
Ingredients: Understand why marketers
are data rich, but insight poor
Select D.U.M.B. objectives Use appropriate KPIs Understand your
sophistication Presenting the value
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30
Presenting data to key stakeholders1. Tell a story
Challenge
• Presenting the value of analytics
Solution
• Suggestions for presenting findings to key stakeholders
Give the data MEANING
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Establish a CLEAR DIRECTION for what’s going to be covered and what the DESIRED OUTCOME is
Presenting data to key stakeholders2. Start strong
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Cover your content in the TIME ALLOTTED. Also, leave ample time for DISCUSSION or QUESTIONS
Presenting data to key stakeholders3. Use your time effectively
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Be flexible and cover what THEY want to focus on – not necessarily what you want to
Presenting data to key stakeholders4. Be flexible while presenting
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ANTICIPATE potential questions by identifying what content could be susceptible to further questioning
Presenting data to key stakeholders5. Be ready with supporting data
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Find an INSIDER who can coach you on how to best present to the TARGETED audience
Presenting data to key stakeholders6. Know your audience
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Make presentations SHORTER and more CANDID
Presenting data to key stakeholders7. Keep it simple
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Preparedness and polish will leave a POSITIVE IMPRESSION on your audience
Presenting data to key stakeholders8. Be prepared
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Explain why the project is WORTH the executive’s time or approval
Presenting data to key stakeholders9. Share the ROI
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 39
How to bake a “Best in Class” marketing measurement strategy
Ingredients: Understand why marketers
are data rich, but insight poor
Select D.U.M.B. objectives Use appropriate KPIs Understand your
sophistication Presenting the value A measurement framework
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 40
All the right INGREDIENTS to a marketing plan mean nothing without good MEASUREMENT
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 41
An Analytics Framework
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Analytics Framework: Business Objective
Explain in a SENTENCE, without NUMBERS, what you are trying to accomplish
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Analytics Framework: Goals
A QUANTIFIABLE or NON-QUANTIFIABLE outcome of the business objective
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Analytics Framework: Key Performance Indicators
The METRICS used to evaluate SUCCESS of the business objective.
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Analytics Framework: Target
Every KPI needs a TARGET by which to evaluate, or it is meaningless.
22 LBS
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Analytics Framework: Segments
Know your CUSTOMER SEGMENT and SET your KPIs and targets accordingly.
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Measurement Framework
Business objective Goals KPIs Target Segments
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 48
How to bake a “Best in Class” marketing measurement strategy
Ingredients: Understand why marketers
are data rich, but insight poor Select D.U.M.B. objectives Use appropriate KPIs Understand your
sophistication Presenting the value A measurement
framework
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 49
All the right INGREDIENTS to a marketing plan mean nothing without good MEASUREMENT
Call to action: Apply measurement framework to your organization
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Mike [email protected]: @omniBartonLinkedIn: Michael Barton
James [email protected]: James Tall
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