Welcome to the world of who's doing what, when, for how long, how often and why Jarred Cinman

Is this marketing or maths class? What's all this about analytics anyway?

1. I've spent the money & time... ...does anyone like me?

2. Am I reaching my goals?

3. Learning about my market

4. Putting my newfound knowledge to work

Some Initial Observations

Stages in the interaction lifecycle Attract/Engage/Retain Attract: measure success of getting them there Engage: measure conversion Retain: measure value over time

Attract/Engage/Retain

Attract: measure success of getting them there

Engage: measure conversion

Retain: measure value over time

The Internetosphere

Different Online Worlds The Seekers: Search The Pages: Websites, Blogs, Social Networks The Chatter: Twitter, Comments, UGC The Pushers: Email, Mobile Messaging The Midgets: Mobile Sites, Mobile Apps The Toys: Gadgets, Widgets

The Seekers: Search

The Pages: Websites, Blogs, Social Networks

The Chatter: Twitter, Comments, UGC

The Pushers: Email, Mobile Messaging

The Midgets: Mobile Sites, Mobile Apps

The Toys: Gadgets, Widgets

Also different Offline Worlds The Old Guys: Print, TV, Radio, Direct Mail The Gossips: Word of Mouth

The Old Guys: Print, TV, Radio, Direct Mail

The Gossips: Word of Mouth

The Questions are the same. The way of collecting data is different

1. I've spent the money & time... ...does anyone like me? The Big Questions How many people came? What did most of them do? How did most of them get here?

The Big Questions

How many people came?

What did most of them do?

How did most of them get here?

The Lingo: How many... Unique Visitors Page Impressions What did they do... Top Content Bounce rate Paths & Funnels Entry and Exit Pages How did they get here... Referring sites Search terms 1. I've spent the money & time... ...does anyone like me?

The Lingo:

How many...

Unique Visitors

Page Impressions

What did they do...

Top Content

Bounce rate

Paths & Funnels

Entry and Exit Pages

How did they get here...

Referring sites

Search terms

The Tools Web: Old School: Web log analysis (eg: WebTrends) Newer: Tag/Cookie-based (eg: Google Analytics, SiteCatalyst etc) Mobile AdMob Analytics 1. I've spent the money & time... ...does anyone like me?

The Tools

Web:

Old School: Web log analysis (eg: WebTrends)

Newer: Tag/Cookie-based (eg: Google Analytics, SiteCatalyst etc)

Mobile

AdMob Analytics

1. I've spent the money & time... ...does anyone like me? Useful for... Overall trend analysis Some KPI's Actual vs. Goals Not so useful for... Detailed conversion analysis Understanding individuals Using collected data

Useful for...

Overall trend analysis

Some KPI's

Actual vs. Goals

Not so useful for...

Detailed conversion analysis

Understanding individuals

Using collected data

2. Am I reaching my goals? The Big Questions: What the heck are my goals? How many people are reaching those goals? Why aren't more people reaching them?

The Big Questions:

What the heck are my goals?

How many people are reaching those goals?

Why aren't more people reaching them?

2. Am I reaching my goals? The Lingo: What are my goals? Calls to action Conversions How many people reached? Acquisitions Why aren't more people? Funnels and Site Paths A-B testing (UI)

The Lingo:

What are my goals?

Calls to action

Conversions

How many people reached?

Acquisitions

Why aren't more people?

Funnels and Site Paths

A-B testing (UI)

2. Am I reaching my goals? The Tools Google Analytics, incl. Website Optimizer Other Analytics software Clicktale and Crazy Egg Campaign Tracking Software (DartMail, for example)

The Tools

Google Analytics, incl. Website Optimizer

Other Analytics software

Clicktale and Crazy Egg

Campaign Tracking Software (DartMail, for example)

2. Am I reaching my goals? Useful for... Real KPIs Tracking spend vs. results across all channels Not so useful for... Understanding individuals Using collected data

Useful for...

Real KPIs

Tracking spend vs. results across all channels

Not so useful for...

Understanding individuals

Using collected data

The Big Questions What’s their profile? What’s their behaviour? 3. Learning about my users

The Big Questions

What’s their profile?

What’s their behaviour?

The Lingo: Profile Demographics Psychographics Expressed Preferences Behaviour Search patterns Behavioural Preferences 3. Learning about my users

The Lingo:

Profile

Demographics

Psychographics

Expressed Preferences

Behaviour

Search patterns

Behavioural Preferences

The Tools Your CMS Your ever-expanding database of User Profiles 3. Learning about my users

The Tools

Your CMS

Your ever-expanding database of User Profiles

Useful for... Understanding individuals Refining selling and product offerings Qualitative data collection Not so useful for... Trend analysis 3. Learning about my users

Useful for...

Understanding individuals

Refining selling and product offerings

Qualitative data collection

Not so useful for...

Trend analysis

4. Putting my newfound knowledge to work The Big Opportunities Segmentation and re-segmentation CRM Behavioural targeting = DRAMATICALLY DRIVE UP CONVERSIONS THROUGH RELEVANCE

The Big Opportunities

Segmentation and re-segmentation

CRM

Behavioural targeting

= DRAMATICALLY DRIVE UP CONVERSIONS THROUGH RELEVANCE

4. Putting my newfound knowledge to work Email and SMS marketing

Email and SMS marketing

4. Putting my newfound knowledge to work Behavioural targeting Amazon.com

Behavioural targeting

Amazon.com

4. Putting my newfound knowledge to work A Dallas Mitsubishi car dealer used contextual advertising within the automotive section of DallasNews.com to deliver targeted banners to consumers. The newspaper served the same ads … when visitors returned to DallasNews.com even if they were outside the automotive area. The dealer used Tacoda's Systems' Audience Management System targeting capabilities to reach visitors whose prior actions suggested a keen interest in the advertiser's message. Belo Interactive, which oversees DallasNews.com, reported that the response rate among the target audience was 7.7 percent as compared to the national average of 0.33 percent. These ads played a part in doubling the number of credit applications the dealership received, and increased the number of online searches by 17 percent. The DallasNews.com campaign generated 44 percent of the total phone calls into the dealership, at a time when several other automotive promotions were running in other media.

A Dallas Mitsubishi car dealer used contextual advertising within the automotive section of DallasNews.com to deliver targeted banners to consumers. The newspaper served the same ads … when visitors returned to DallasNews.com even if they were outside the automotive area. The dealer used Tacoda's Systems' Audience Management System targeting capabilities to reach visitors whose prior actions suggested a keen interest in the advertiser's message.

Belo Interactive, which oversees DallasNews.com, reported that the response rate among the target audience was 7.7 percent as compared to the national average of 0.33 percent. These ads played a part in doubling the number of credit applications the dealership received, and increased the number of online searches by 17 percent. The DallasNews.com campaign generated 44 percent of the total phone calls into the dealership, at a time when several other automotive promotions were running in other media.

4. Putting my newfound knowledge to work ...to facilitate collaborative content consumption

...to facilitate collaborative content consumption

4. Putting my newfound knowledge to work The Tools Your very smart email campaign software Your very smart mobile messaging platform Your CMS Your CRM system? Collaborative Filtering software Rating/Collaboration software Behavioural Targeting software

The Tools

Your very smart email campaign software

Your very smart mobile messaging platform

Your CMS

Your CRM system?

Collaborative Filtering software

Rating/Collaboration software

Behavioural Targeting software

4. Putting my newfound knowledge to work Useful for... Speaking to the right people at the right time Not so useful for... Trend analysis Quantitative Measurement

Useful for...

Speaking to the right people at the right time

Not so useful for...

Trend analysis

Quantitative Measurement

Analytics and Social Media Characteristics Qualitative rather than quantitative Technologies RSS Tracking Social Media Analytics Potential Issues Many third-party applications and widgets “ Sociographics” and “Social Actions” add another dimension Everyone wants to “own the profile” Users less tolerant of tracking (for marketing)

Characteristics

Qualitative rather than quantitative

Technologies

RSS Tracking

Social Media Analytics

Potential Issues

Many third-party applications and widgets

“ Sociographics” and “Social Actions” add another dimension

Everyone wants to “own the profile”

Users less tolerant of tracking (for marketing)

Analytics and Social Media Potential Issues Many third-party applications and widgets “ Sociographics” and “Social Actions” add another dimension Everyone wants to “own the profile” Users less tolerant of tracking (for marketing)

Potential Issues

Many third-party applications and widgets

“ Sociographics” and “Social Actions” add another dimension

Everyone wants to “own the profile”

Users less tolerant of tracking (for marketing)

Implementation Tips Start with the goal in mind Too much data is as bad as too little… … but measure every important thing from every important source Use tagging/URLs to connect offline into the mix Try to connect to actual revenue wherever possible

Start with the goal in mind

Too much data is as bad as too little…

… but measure every important thing from every important source

Use tagging/URLs to connect offline into the mix

Try to connect to actual revenue wherever possible

How do you improve results? Change media schedule Changes to the funnel Changes to the funnel based on traffic source Change to site design Change to site content Change to functionality on offer Offer incentive Behavioural targeting CRM

Change media schedule

Changes to the funnel

Changes to the funnel based on traffic source

Change to site design

Change to site content

Change to functionality on offer

Offer incentive

Behavioural targeting

CRM

A Brief Note on Legalities Anonymous vs Registered Use vs. Disbursement Third Parties Opt-in and Opt-out Be safe: Be Open Keep up with the law

Anonymous vs Registered

Use vs. Disbursement

Third Parties

Opt-in and Opt-out

Be safe: Be Open

Keep up with the law

thanks www.cambrient.com www.thedigitaledge.co.za

thanks

www.cambrient.com

www.thedigitaledge.co.za