Steve Jackson-Measuring the performance of marketing in the 21st century

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How to measure it all- the whole process: Reach, Engage, Activate, Nurture using web analytics and other tools.
18 June 2007
Web Analytics and Search Marketing

Published in: Business, Technology
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Steve Jackson-Measuring the performance of marketing in the 21st century

  1. 1. June 18, 2007 Copyright Satama. All rights reserved. 1
  2. 2. Measuring the performance of marketing in the 21st Century How to measure it all - the whole process: Reach, Engage, Activate, Nurture using web analytics and other tools June 18, 2007 Steve Jackson (Senior Consultant) Web Analytics and Search Marketing June 18, 2007 Copyright Satama. All rights reserved. 2
  3. 3. SATAMA Analytics 1. SATAMA has 370 people, offices in Amsterdam, Dusseldorf, Stockholm, Helsinki, Turku and Tampere 2. SATAMA is the biggest digital agency in Finland 3. Analytics unit (total 19 people) has web metrics experience since 1997 4. Analytics offering, Web Analytics, Market research, Search Marketing 5. Guest speakers at eMetrics Summit (London/Munich), Search Engine Strategies (Stockholm, London), IAB summit (Helsinki); Articles and white papers referenced in over 1.5 million websites worldwide. 6. SATAMA Analytics has the largest web analytics competence in Europe 7. Excellent implementation/design/programming background since 1997 8. Google Analytics certified partners, Visual Sciences and Omniture partnerships 9. International Web Analytics Association – Co Chair Nordics, Finnish Country managers and Dutch country managers # 3. Copyright June 18, 2007 Satama. All rights reserved. June 18, 2007 Copyright Satama. All rights reserved. 3
  4. 4. What is Web Analytics? Does anyone recognize these names? Is anyone using any of these tools? # 4. Copyright June 18, 2007 Satama. All rights reserved. June 18, 2007 Copyright Satama. All rights reserved. 4
  5. 5. What Web Analytics ISNT! Audience measurement • Page views (impressions), visits, visitors. • Great for getting accurate visitor statistics. • Often used by media websites to validate advertising sales. • Often confused with web analytics. # 5. Copyright June 18, 2007 Satama. All rights reserved. June 18, 2007 Copyright Satama. All rights reserved. 5
  6. 6. What Web Analytics IS.... WHAT IS *WEB ANALYTICS*? • Web analytics is a generalized understanding of the visitor experience online based on a variety of data • Web traffic Data analysis • Transactions • Server performance • • Usability studies User surveys + • The success of changes to the website and online campaigns are evaluated with help of the Evaluations and data improvements • The site and campaigns are optimized = according to user behavior • Generating more traffic • Better user satisfaction • Increase in self-service site volume Business benefits • Growth in online sales • Increasing lead generation • Targeting development resources • Maximizing marketing effectiveness # 6. Copyright June 18, 2007 Satama. All rights reserved. # 6. Copyright 18 June June 18, 2007 Copyright Satama. All rights reserved. 6
  7. 7. No Measurement TYPICAL SITUATION: No optimalisation or measurement • INTEREST: You do not know how many visitors visit the home page • ORIGIN: You do not know where your best sources of traffic are • PROCESS: You do not know many go to the shopping cart or through your process • PERFORMANCE: You probably know how many buy but not what your conversion rate is • BEHAVIOUR: You do not know anything about visitor behaviour on your site THINK: What would be the outcome if an offline business operation would be managed in this manner? # 7. Copyright June 18, 2007 Satama. All rights reserved. June 18, 2007 Copyright Satama. All rights reserved. 7
  8. 8. Audience Measurement – At least some Insight With Measurement comes insight to: • You now know how many visitors visit the home page • You know the best sources of traffic • You know how many go to the shopping cart or through your processes • You know what your conversion rate is • You know much more about your visitors behaviour THINK: You start to have better knowledge about your site and can begin to make informed decisons.... But it can still be better. # 8. Copyright June 18, 2007 Satama. All rights reserved. June 18, 2007 Copyright Satama. All rights reserved. 8
  9. 9. Web Analytics Concept: BUSINESS IMPROVMENTS Measurement/Optimization and testing increases conversion • Your spend for traffic/media can remain the same, yet bring more results Increases in revenues • Process improvement allows you to Cost savings increase conversion rates • Incremental increases in conversion can result in massive increases in sales • Media sites can prove their popularity and improve their branding objectives • Non-commercial sites can measure success through other means THINK: How well can you analyse the business sensitiveness of changes in your site and online media activities? # 9. Copyright June 18, 2007 Satama. All rights reserved. June 18, 2007 Copyright Satama. All rights reserved. 9
  10. 10. SATAMA model: Reach – Engage – Activate – Nurture X The first thing we do is break this down into = Planned activity tangible elements (or parts)...... X = Planned activity, not fulfilling the set KPI = Plan B activity = Integration between activities = Plan B integrations = Milestone for measurement and flagging # 10. Copyright June 18, 2007 Satama. All rights reserved. June 18, 2007 Copyright Satama. All rights reserved. 10
  11. 11. Reach – Engage – Activate – Nurture…. breaking it down R E A N Reach activities Mobile Free external Engage activities Activate=conversion Nurturing existing campaign links customers Targeted SEM Self service SEM Prestudy MSN Landing page 1 Logins Seasonal,etc. Banners RSS feeds Partner sites Own Store O linking to Landing page 2 online store purchases N SMS campaign Video Banners L CRM Newsletter Landing page n I marketing Viral Banners Lead generation N Adaptive landing pages Program, E Seeding Adaptive Subscriptions My Space flash banners Internal Links Other buy page? Podcasting You Tube Amazon etc. Google Indy Online Store Flickr Second Life Seeding purchases Yahoo Community Competition Seeding O Seeding F F Call centers On device demos Own Store L purchases I Channel sales Retail screens N Indy Store E purchases Instore Retail games Advertising, POS materials Partner Store Competition purchases # 11. Copyright June 18, 2007 Satama. All rights reserved. Continuous analysis and metrics June 18, 2007 Copyright Satama. All rights reserved. 11
  12. 12. The Web Analytics Concept: Measurement areas Macro and Micro Actions (Key Performance Indicators – KPI’s) Macro Actions (e.g.) • Purchase conversion rate • Subscription conversion rate ”BUSINESS • Contact conversion rate (lead) OBJECTIVE • Login conversion rate (content site) FULLFILLMENT” Micro Actions (e.g) • Anything which helps (or hinders) your visitor toward your macro action • Typing a keyword into Google ”CUSTOMER • Clicking Links BEHAVIOUR” • Filling in forms • Adding a product to a shopping cart # 12. Copyright June 18, 2007 Satama. All rights reserved. # 12. Copyright 18 June June 18, 2007 Copyright Satama. All rights reserved. 12
  13. 13. Tools in action Measuring Macro and Micro actions with Web Analytics Visual Sciences # 13. Copyright June 18, 2007 Satama. All rights reserved. June 18, 2007 Copyright Satama. All rights reserved. 13
  14. 14. Tools in action Measuring Macro and Micro actions with Web Analytics HBX # 14. Copyright June 18, 2007 Satama. All rights reserved. June 18, 2007 Copyright Satama. All rights reserved. 14
  15. 15. Tools In action Measuring Macro and Micro actions with Web Analytics Google Analytics # 15. Copyright June 18, 2007 Satama. All rights reserved. June 18, 2007 Copyright Satama. All rights reserved. 15
  16. 16. Reach Compared Which is the best source of traffic, in terms of cost, volume, engagement and activation? # 16. Copyright June 18, 2007 Satama. All rights reserved. June 18, 2007 Copyright Satama. All rights reserved. 16
  17. 17. Engagement/activation compared (banner landing page) # 17. Copyright June 18, 2007 Satama. All rights reserved. June 18, 2007 Copyright Satama. All rights reserved. 17
  18. 18. Engagement/activation compared (Google landing) # 18. Copyright June 18, 2007 Satama. All rights reserved. June 18, 2007 Copyright Satama. All rights reserved. 18
  19. 19. Nurture Compared Tableteer website visits and RE- Activations Email and newsletter responses measured and optimized per campaign # 19. Copyright June 18, 2007 Satama. All rights reserved. June 18, 2007 Copyright Satama. All rights reserved. 19
  20. 20. Finnish companies using Web Analytics See anyone you recognise? Yes/No? # 20. Copyright June 18, 2007 Satama. All rights reserved. June 18, 2007 Copyright Satama. All rights reserved. 20
  21. 21. Opportunities Clients who saw the opportunity made gains.... • 20,000 euro extra sales per DAY (€7.3 million per year) • 2 Million euro savings in campaign spend quot;I know that half of my advertising dollars are wasted ... I just don't know which half.quot; John Wanamaker • Strategic web analytics approach to online design saved one client €500,000 in cost of website development from previous 3 years • Optimized SEM campaigns resulted in 600,000 extra visitors per year for the same campaign spend as the previous year Can you afford to wait? # 21. Copyright June 18, 2007 Satama. All rights reserved. June 18, 2007 Copyright Satama. All rights reserved. 21
  22. 22. Services 1. 2. 3. 4. 5. 6. 7. Defining key Defining Measurement Implement- System Training Web objectives needs for the system ation implement- Analytics and metrics measurement evaluations planning ation reports for the site system and contracts Start here! Or here.... KPI Workshop Conversion Assessment “10% of your budget should be spent on the tools and 90% on your strategy and your analyst” Avinash Kaushik speaking at the London eMetrics Summit 2006 Snr Manager of Research & Analytics Intuit - USA # 22. Copyright June 18, 2007 Satama. All rights reserved. June 18, 2007 Copyright Satama. All rights reserved. 22
  23. 23. Thank you QUESTIONS? Steve Jackson Senior Consultant Web Analytics and Performance Marketing Tel: 050 343 5159 steve.jackson@satama.com # 23. Copyright June 18, 2007 Satama. All rights reserved. June 18, 2007 Copyright Satama. All rights reserved. 23

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