Omniture Summit
2008, Copenhagen


Strategies for measuring
corporate communication
online
What’s the difference?
 Commercial Sites                Corporate Sites
     Clear value on activities    Unclear value
  ...
Corporate communication online
                                                      Ambassadors
                         ...
Key success factors
     Adopt the reports and KPIs to the internal target audience
                 Managers ->      Powe...
The reports

                                                                                                             ...
The reports

                                                          Internet ad report | .se | * | 2008-04-01–2008-04-1...
The web analytics process
     Web analytics is an ongoing
     learning process and
                                     ...
Define goals and target groups
     Identify the primary goals of the
     online presence
                               ...
Define KPIs and other measurements
     Key performance indicators
                 Business objectives first
            ...
Collect and save data
     Plan data collection carefully
                  Make sure all KPIs are
                       ...
Analyze data
     Segment visitors
                  Key visitors / other visitors
                                       ...
Define and deploy improvements
     Apply resources where they
     can give most benefit
                                ...
TNT Corporate Site




2008-04-17 | 14
Most desired activities
     Read press releases
     Download information or read information online
                  An...
2008-04-17 | 16
Examples of measurements
     Corporate
                  Downloads of key documents
                  Read press releases...
Summary
     Adopt reporting and
                                      Define
     measurement to                         ...
Staffan Lindgren
staffan.lindgren@halvarsson.se
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Omniture Summit 08 Measuring Corporate Comm Online

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Hallvarsson & Halvarsson on how and why to measure corporate communication online. Presentation from Omniture Summit in Copenhagen, 2008.

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Omniture Summit 08 Measuring Corporate Comm Online

  1. 1. Omniture Summit 2008, Copenhagen Strategies for measuring corporate communication online
  2. 2. What’s the difference? Commercial Sites Corporate Sites Clear value on activities Unclear value Accumulating value by Cost comparison and increase of activities budget driven Long term tradition of No tradition of measuring measuring within departments Primary focus is growth 2008-04-17 | 2
  3. 3. Corporate communication online Ambassadors Ambassadors Advertising Blogs Wikis Authorities Authorities ... Competitors Competitors Critics Critics Web sites Web sites Customers Customers Employees Employees Investors Investors Communities Search engines Journalists Press releases Journalists Partners Partners Students Students Suppliers Optimize content Prioritize resources Suppliers Optimize content Prioritize resources 2008-04-17 | 3
  4. 4. Key success factors Adopt the reports and KPIs to the internal target audience Managers -> PowerPoint slide, high level, financial reporting style Corp com -> Reach and spread Business -> Conversion rate – money generated Processes and culture for continuous improvement based on insights from analytics 2008-04-17 | 4
  5. 5. The reports Internet report | March 2008 oursite.com VISITORS PERCENT ACTIVE VISITORS ACTIVITY 10 600 68% 7,9 (70%) (7,7) (11 000) VISITORS AND ACTIVITY VISITORS TO OTHER COMPANY SITES 15 000 10 15 000 8 10 180 12 529 10 289 10 351 10 867 10 978 10 576 10 576 10 000 6 9 033 9 635 8 374 8 570 7 458 4 Visitors 10 000 5 000 2 0 0 Activity 5 000 1 778 1 281 Oct-07 Aug-07 Sep-07 Dec-07 Feb-08 Jul-07 Apr-07 May-07 Jun-07 Jan-08 Nov-07 Mar-08 258 0 oursite.com oursite.xy oursite.zz oursite.yy 2008-04-17 | 5
  6. 6. The reports Internet ad report | .se | * | 2008-04-01–2008-04-14 VISITORS AND CONVERSION RATE PER DAY Visitors Conversions Total analyzed visitors Sign-up rate 4 000 0,30% 55 27 896 3 500 0,25% 3 000 0,20% 2 500 (0,20%) 2 000 0,15% 3 586 3 123 2 700 2 070 1 037 1 451 3 417 3 199 3 153 2 858 2 475 1 161 1 550 3 767 1 500 0,10% 1 000 0,05% 500 Definitions 0 0,00% Visitors: Number of uniquely identifiable Apr 1 Apr 3 Apr 5 Apr 7 Apr 9 Apr 11 Apr 13 users accessing the web site / part of the web site or performing a particular action during the reporting period. 2008-04-17 | 6
  7. 7. The web analytics process Web analytics is an ongoing learning process and Define improvement effort Define KPIs goals and and other target groups measurements A clear idea of the goals of the online presence is important Measure as much as possible Define and deploy but analyze only what each improvements Collect and stakeholder needs save data Use analysis as input to content, design and media- Analyze data spending decisions 2008-04-17 | 7
  8. 8. Define goals and target groups Identify the primary goals of the online presence Define Define KPIs goals and Identify the most important and other target groups measurements visitors (not necessarily external) Identify the most important content Define and deploy Parts of corporate web site / improvements Collect and extranet / intranet / campaign sites save data Vacancy databases Blogs Analyze data Newsletters Press releases Annual reports Community sites 2008-04-17 | 8
  9. 9. Define KPIs and other measurements Key performance indicators Business objectives first Define Avoid information overload Define KPIs goals and and other target groups Get management attention measurements Focus on web-site and resource optimization Define Actionable reports and deploy improvements Collect and Identify internal stakeholders save data Appropriate KPIs for each function in the organization Analyze data Plan for ad hoc analysis Availability of measurements to study on a less frequent basis 2008-04-17 | 9
  10. 10. Collect and save data Plan data collection carefully Make sure all KPIs are Define supported Define KPIs goals and and other target groups Collect as much as possible measurements Vacancy databases Product catalogs Define Internal search behavior and deploy improvements Internal banners Collect and Link location save data Use integration tools Analyze data SearchCenter Genesis (newsletters etc) 2008-04-17 | 10
  11. 11. Analyze data Segment visitors Key visitors / other visitors Define By behavior Define KPIs goals and and other target groups measurements Scheduled reports KPI dashboards to stakeholders Content-owner reports Define Standard dashboards / ExcelClient and deploy improvements Easy access and sharing Collect and save data Ad hoc analysis Detailed analysis of non-numerical Analyze data aspects of statistics Study of top 100 lists etc Navigation/search patterns Data Warehouse, Discover 2008-04-17 | 11
  12. 12. Define and deploy improvements Apply resources where they can give most benefit Define Define KPIs goals and Fix weak spots when found and other target groups measurements Adapt content to external and internal search behavior Define Including traditional SEO and deploy improvements Learn from navigation behavior Collect and save data Make changes and compare results Analyze data A/B testing 2008-04-17 | 12
  13. 13. TNT Corporate Site 2008-04-17 | 14
  14. 14. Most desired activities Read press releases Download information or read information online Annual Report Quarterly Reports Presentations Start a subscription for information from the site in e-mail or RSS format Apply for jobs Find correct corporate contact or business contact Find their way to business sites 2008-04-17 | 15
  15. 15. 2008-04-17 | 16
  16. 16. Examples of measurements Corporate Downloads of key documents Read press releases Increase of subscriber base Pages viewed Visits generated by RSS or E-mails Career Vacancies viewed Number of applications received Find the business sites Click through rate Number of clicks until click for business site Leave-and-return rate 2008-04-17 | 17
  17. 17. Summary Adopt reporting and Define measurement to Define KPIs goals and and other target groups internal target measurements groups Define and deploy Make the process improvements Collect and save data part of your daily communication Analyze data process 2008-04-17 | 18
  18. 18. Staffan Lindgren staffan.lindgren@halvarsson.se
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