Instructed by Mike Barton.

1. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
The Wonderful World of Web Analytics
Mike Barton, Adobe
James Tall, Adobe
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
All the right INGREDIENTS to a marketing plan mean nothing
without good MEASUREMENT

3. © 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 th
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

14. © 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

20. © 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 KPIs
1. Revenue
2. Orders
3. Conversion Rate
(Orders/Visitors)
4. Average Order Value
(Revenue/Orders)
5. Revenue per Visit
6. Average Selling Price
(Revenue/Units)
7. Units per Transaction
(Units/Orders)

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Media: Online KPIs
1. Unique Visitors
2. Page Views, Video Starts, &
Mobile Views
3. Page/Video/Mobile Views
per Visit
4. Registration Rate
(Registrations/Visits)
5. Video Consumption Rate
(Video Starts/Visits)
6. Visits per Visitor
(Visits/Visitors)

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Fin. Services: Online KPIs
1. Application Submissions
2. App Completion Rate
(App Submissions/App Starts)
3. App Conversion Rate
(App Submissions/Visits)
4. Self-Service Transaction
Completions
5. Self-Service Cost Savings
(Call-center cost – Online
cost) * Transaction
Completions

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B2B: Online KPIs
1. MQLs
2. Inquiries/Leads
3. 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)

26. © 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

27. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27
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 Braganza
Senior Manager, Global Business Intelligence
Lenovo

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A case for advanced analytics
DESCRIPTIVE
DIAGNOSTIC
ADVANCED DIAGNOSTIC
PREDICTIVE
PRESCRIPTIVE
Now
Goal State
Dashboards
Reporting
(Custom/Personalize
d)
Mobile Reporting
Integrated
Campaign
Management
Conversion
Metrics
Sequential Path
Analysis &
Fallout
Reporting
Marketing
Attribution
Segment
Analysis
Data
Visualization
s
(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
Optimization
1 2 3 4 5
Advanced
Analytics
Basic
Analytics
Challenge
• Identifying actionable
insights
Solution
• A business case for
advanced analytics

29. © 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

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Presenting data to key stakeholders
1. 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 stakeholders
2. 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 stakeholders
3. 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 stakeholders
4. 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 stakeholders
5. 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 stakeholders
6. Know your audience

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Make presentations SHORTER and more CANDID
Presenting data to key stakeholders
7. Keep it simple

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Preparedness and polish will leave a POSITIVE IMPRESSION
on your audience
Presenting data to key stakeholders
8. Be prepared

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Explain why the project is WORTH the executive’s time or approval
Presenting data to key stakeholders
9. Share the ROI

39. © 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

40. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 40
All the right INGREDIENTS to a marketing plan mean nothing
without good MEASUREMENT

41. © 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

48. © 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

49. © 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

50. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 50
Mike Barton
mbarton@adobe.com
Twitter: @omniBarton
LinkedIn: Michael Barton
James Tall
tall@adobe.com
LinkedIn: James Tall