2009 Philly Search Camp Analytics
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2009 Philly Search Camp Analytics

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2009 Philly Search Camp Analytics Presentation Transcript

  • 1. Advanced Analytics How to prevent online analysis paralysis? October 4, 2009
  • 2.
    • TOO MANY REPORTS?
    • How many reports a day, a week?
    • What do you use?
    • How do they help you make the right decision?
    • Is their a better way?
  • 3.
    • TOO MANY VARIABLES?
    seasonality competing objectives CPM, CPA, CPL news and current events new media new campaigns drop off budget allocations time of day changing technologies geo targeting open rate new agency New Competitors bounce rate new boss
  • 4.
    • clicks
    • hits
    • bounce rate
    • visits
    • TPS Reports
    • page views
    • John from Kentucky came to the site and visited three pages
    • TOO MUCH INFORMATION?
    open rate deliverable rate time of day Pages per Visit from California Traffic from Twitter Unique Visitors Cookie Rejection
  • 5.
    • UNCLEAR, SKEWED DATA
    Doesn’t make sense, anomalies, don’t know what pages are included and excluded...
  • 6.
    • UNCLEAR CONTEXT
    Does this include all of our sites? Is this just us? Are these actual unique people?....
  • 7.
    • DASHBOARDS
  • 8.
    • ANALYSIS PARALYSIS
  • 9.
    • GETTING STARTED
  • 10.
    • Car insurance monthly searches: 31,000,000
      • Monthly spend: $6,450,000
    • Auto insurance monthly searches: 53,000,000
      • Monthly spend: $11,000,000
    • Life insurance monthly searches: 6,200,000
      • Monthly spend: $858,000
    • NFL monthly searches: 44,500,000
      • Monthly spend: $102,000
    • SEARCH
  • 11. WHAT IS SEARCH? SEO Paid Search
  • 12.
    • Display or banner advertising placements:
    • Networks, Specific site deals, contextual targeting
    • Pricing:
    • CPM, CPC, CPL, CPS
    • Measurement:
    • Brand Awareness, Traffic, Sales
    • DISPLAY ADVERTISING
  • 13.
    • Aggregators
    • Good source for online leads
    • Can drive up online marketing costs
    • Very savvy with paid search, display
    • Affiliates
    • Similar to aggregators
    • Often smaller sites that can have less volume and favorable rates
    • AGGREGATORS & AFFILIATES
  • 14.
    • Effective stand alone tactic
    • Works well in conjunction with direct mail
    • Provides strong testing ground for offers, copy
    • Cost effective as acquisition and CRM tactic
    • E-MAIL
  • 15.
    • Beyond traffic and conversion
    • How should I measure if a consumer had a positive experience?
    • ENGAGEMENT
  • 16.
    • Existing customer service
      • pay bills (go paperless)
      • up sell additional policies and products
      • claims
      • review their policy
      • FAQs
      • Learn tips to reduce claims
    • Prospects
      • enrollment form
      • interactive quote tools
      • sales copy
      • 800#
    • Investor relations
    • Employment opportunities
    • YOUR WEBSITE
  • 17.
    • Standard Web Server Log files
    • “ Pixel” tracking
    • Redirect tracking
    • Feeds from other systems
    • Eye tracking
    • Full session activity tracking
    • Panel Tracking
    • IP Tracking
    • Onsite vs. Offsite tracking
    • Listening trackers for Social Media
    • TRACKING OPTIONS
  • 18.
    • The Perfect Team
    • Segmentation
    • Data Normalization
    • Focused KPIs
    • Test & Learn
    • Integration
    • Automation
    • BEST PRACTICES
  • 19.
    • Marketing
    • IT
    • Executive Management
    • Finance
    • Share learning across the organization
    • Training is key
    • THE PERFECT TEAM
  • 20.
    • SEGMENTATION
    • Geo-segmentation
    • Age-segmentation
    • Time-on-site segmentation
    • Product segmentation
    • Behavioral segmentation
    • Time-of-day segmentation
    Learn how different segments interact with the site Create a list of key segmentation points
  • 21.
    • DATA NORMALIZATION
    When possible, calculate out the effect of variables in your data This can make the difference on whether a trend is good or bad
  • 22.
    • FEWER FOCUSED KPI S
    Average Pages/Visit/Segment Revenue/returning visit Video views/unique visitor number of visits until newsletter subscription average quotes/purchase percentage of site searches with 0 results percentage of page views with errors percentage of branded vs. unbranded searchers completion rate of contact form clicks on agent-locator tool disqualification rate/traffic driver top converting searches conversion rate/hour of the day on weekdays percentage of eligible visitors opting into paperless billing completion rate of contact form bounce rate/keyword top pages used in the refer a friend tool number of users who used the online chat tool average time to complete a quote
    • Example:
    • Quotes/visit by non-customers by channel
    • Purchased policies/quoted visitor
    • Percentage of eligible users who opt into paperless billing
    • Completion rate of online registration form
    • Find-an-agent tool usage rate
  • 23.
    • TEST & LEARN
    • Create a calendar of tests to be performed throughout the year
    • Prepare each test with a decision tree to ensure that various outcomes are actionable
    • Share the results with additional business units where applicable
    • Be flexible to modify the testing plan if business needs change
    • Focus on larger gains and losses rather than superficial refinement
    • Make sure a project manager is assigned to coordinate the resources and see the tests to completion
  • 24.
    • INTEGRATION
  • 25.
    • Paid Search bid management
    • Scheduled report delivery
    • Pre-calculated metrics
    • Ad targeting and re-targeting
    • Event-driven email
    • Automated optimization
    • AUTOMATION
  • 26.
    • When trying to improve acquisition performance, it’s important to measure against the segment of visitors who aren’t existing customers
    • Logging in or completing a purchase identifies someone as an existing customer
    • SEGMENT CUSTOMERS AND PROSPECTS
  • 27.
    • CREATE BUCKETS
  • 28.
    • Oftentimes the company itself and its partners can produce enough traffic to skew web data
    • Entire workplaces may be excluded by their IP address to ensure that only consumers are tracked
    • FILTER OUT NON-CONSUMERS
    Focus on Consumers
  • 29.
    • CONSIDER DATA OWNERSHIP
  • 30.
    • USE GRANULAR ALLOWABLES
    $300 CPA $150 CPA
  • 31.
    • Keep short and focused to maximize participation
    • Use web analytics to segment responses
    • If tracking is present, replay user sessions to understand context
    • SURVEYS
  • 32.
    • Focus on quotes and leads for user experience, but focus on conversion for business value
    • Survey customers and prospects
    • QUICK TIPS
  • 33.
    • Make analytics a priority
    • Create consensus KPIs
    • Evaluate your current reporting tools
    • Develop actionable reporting
    • Create a test plan
    • WHAT’S NEXT?