Adobe: The Wonderful World of Web Analytics
 

Adobe: The Wonderful World of Web Analytics

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Instructed by Mike Barton.

Instructed by Mike Barton.

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  • Whereas John Wanamaker didn’t have the data he needed, many marketers are drowning in data but don’t know what to do with it.
  • Furthermore, almost 40% of the marketers indicated they didn’t know how to turn their data into actionable insights. For example, nearly half of them were not doing something basic such as using the data to personalize their marketing communications.
  • A summary of challenges presenting in the previous slides, and the upcoming solutions to address said challenges
  • Simple things, but 90% of companies miss 1 or more. Accurately measuring bad objectives. <br /> <br /> Doable – can you accomplish them? Is it something you are actually capable of accomplishing? <br /> Understandable – are you objectives clear not onlyto the cmo, but can the manager and analyst understand what they need to accomplish <br /> Manageable: do we have the recourses in place to make it happen and do we have adequate time to achieve it. <br /> Is it doable in the time frame we have. Example – I can whip the batter with a fork for 5 minutes but with my kitchen aid I can do it in 2 minutes. If I only have 2 minutes, then if I do it with a fork I’m wasting time because I cant finish it. If my kitchen aid breaks. I need to understand my constraints and I cant accomplish it <br /> Beneficial: How does this benefit the company? Is this even worth out time? <br /> <br /> We’re all working on things that a manager asked us, or we’ve been doing so long that we continue to do with because we think it’s expected. <br /> Don’t have to answer this but Are there things you’re being asked to do that arent as beneficial to the company as others? <br /> What do you need to talk to your manager about. Is it causing an immediate benefit to the company? What should we change or drop and focus on something else.
  • Simple things, but 90% of companies miss 1 or more. Accurately measuring bad objectives. <br /> <br /> Doable – can you accomplish them? Is it something you are actually capable of accomplishing? <br /> Understandable – are you objectives clear not onlyto the cmo, but can the manager and analyst understand what they need to accomplish <br /> Manageable: do we have the recourses in place to make it happen and do we have adequate time to achieve it. <br /> Is it doable in the time frame we have. Example – I can whip the batter with a fork for 5 minutes but with my kitchen aid I can do it in 2 minutes. If I only have 2 minutes, then if I do it with a fork I’m wasting time because I cant finish it. If my kitchen aid breaks. I need to understand my constraints and I cant accomplish it <br /> Beneficial: How does this benefit the company? Is this even worth out time? <br /> <br /> We’re all working on things that a manager asked us, or we’ve been doing so long that we continue to do with because we think it’s expected. <br /> Don’t have to answer this but Are there things you’re being asked to do that arent as beneficial to the company as others? <br /> What do you need to talk to your manager about. Is it causing an immediate benefit to the company? What should we change or drop and focus on something else.
  • Simple things, but 90% of companies miss 1 or more. Accurately measuring bad objectives. <br /> <br /> Doable – can you accomplish them? Is it something you are actually capable of accomplishing? <br /> Understandable – are you objectives clear not onlyto the cmo, but can the manager and analyst understand what they need to accomplish <br /> Manageable: do we have the recourses in place to make it happen and do we have adequate time to achieve it. <br /> Is it doable in the time frame we have. Example – I can whip the batter with a fork for 5 minutes but with my kitchen aid I can do it in 2 minutes. If I only have 2 minutes, then if I do it with a fork I’m wasting time because I cant finish it. If my kitchen aid breaks. I need to understand my constraints and I cant accomplish it <br /> Beneficial: How does this benefit the company? Is this even worth out time? <br /> <br /> We’re all working on things that a manager asked us, or we’ve been doing so long that we continue to do with because we think it’s expected. <br /> Don’t have to answer this but Are there things you’re being asked to do that arent as beneficial to the company as others? <br /> What do you need to talk to your manager about. Is it causing an immediate benefit to the company? What should we change or drop and focus on something else.
  • Simple things, but 90% of companies miss 1 or more. Accurately measuring bad objectives. <br /> <br /> Doable – can you accomplish them? Is it something you are actually capable of accomplishing? <br /> Understandable – are you objectives clear not onlyto the cmo, but can the manager and analyst understand what they need to accomplish <br /> Manageable: do we have the recourses in place to make it happen and do we have adequate time to achieve it. <br /> Is it doable in the time frame we have. Example – I can whip the batter with a fork for 5 minutes but with my kitchen aid I can do it in 2 minutes. If I only have 2 minutes, then if I do it with a fork I’m wasting time because I cant finish it. If my kitchen aid breaks. I need to understand my constraints and I cant accomplish it <br /> Beneficial: How does this benefit the company? Is this even worth out time? <br /> <br /> We’re all working on things that a manager asked us, or we’ve been doing so long that we continue to do with because we think it’s expected. <br /> Don’t have to answer this but Are there things you’re being asked to do that arent as beneficial to the company as others? <br /> What do you need to talk to your manager about. Is it causing an immediate benefit to the company? What should we change or drop and focus on something else.
  • A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives. <br /> <br /> Analogy: lbs, inches around waist http://www.istockphoto.com/stock-photo-13190180-dieting.php?st=b31cd76 <br /> <br /> http://www.istockphoto.com/stock-photo-4068393-woman-dieting.php?st=9e49ce7 <br /> <br /> <br /> <br /> http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/ <br /> <br />
  • Targets are numerical values you have pre-determined as indicators success or failure. <br /> <br /> Analogy: Lose 20 lbs, 6 inches from waist, etc
  • Analogy: In this example, the segment is ourselves. In general we need to keep in mind which customers we are targeting.
  • Action: Leave an analytics framework that drives insight

Adobe: The Wonderful World of Web Analytics Adobe: The Wonderful World of Web Analytics Presentation Transcript

  • © 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.
  • © 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
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 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
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 In other words . . . “measuring desired outcomes”
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 How to bake a “Best in Class” marketing measurement strategy Ingredients:  Understand why marketers are data rich, but insight poor
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 OLD SCHOOL NEW SCHOOL
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 * *“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
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9 57% of marketers are in the dark and are not basing budgets on any ROI analysis
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10 36% report that they have “lots of customer data” but “don’t know what to do with it”
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 39% of marketers say they can’t turn their data into actionable insight
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12 Key Takeaway: “Marketers are data rich and insight poor”
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13 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
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15 Objectives must be D.U.M.B. D: Doable Challenge • Knowing what to report Are you capable of accomplishing the goal?
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16 Objectives must be D.U.M.B. U: Understandable Challenge • Knowing what to report Are the objectives clear to all stakeholders?
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17 Objectives must be D.U.M.B. M: Manageable Challenge • Knowing what to report Do we have resources in place, and time to achieve?
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 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?
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 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
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 KPIs measure “desired outcomes”
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22 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)
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23 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)
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24 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
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25 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)
  • © 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
  • © 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
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28 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
  • © 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 stakeholders 1. Tell a story Challenge • Presenting the value of analytics Solution • Suggestions for presenting findings to key stakeholders Give the data MEANING
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31 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
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32 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
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33 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
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34 ANTICIPATE potential questions by identifying what content could be susceptible to further questioning Presenting data to key stakeholders 5. Be ready with supporting data
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35 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
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36 Make presentations SHORTER and more CANDID Presenting data to key stakeholders 7. Keep it simple
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 37 Preparedness and polish will leave a POSITIVE IMPRESSION on your audience Presenting data to key stakeholders 8. Be prepared
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 38 Explain why the project is WORTH the executive’s time or approval Presenting data to key stakeholders 9. 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
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42 Analytics Framework: Business Objective Explain in a SENTENCE, without NUMBERS, what you are trying to accomplish
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 43 Analytics Framework: Goals A QUANTIFIABLE or NON-QUANTIFIABLE outcome of the business objective
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 44 Analytics Framework: Key Performance Indicators The METRICS used to evaluate SUCCESS of the business objective.
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 45 Analytics Framework: Target Every KPI needs a TARGET by which to evaluate, or it is meaningless. 22 LBS
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46 Analytics Framework: Segments Know your CUSTOMER SEGMENT and SET your KPIs and targets accordingly.
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 47 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
  • © 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