The World of Measurement and Analytics

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

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

Also different Offline Worlds
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

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

The Tools
Web:
Old School: Web log analysis (eg: WebTrends)
Newer: Tag/Cookie-based (eg: Google Analytics, SiteCatalyst etc)
Mobile
AdMob Analytics

Useful for...
Overall trend analysis
Some KPI's
Actual vs. Goals
Not so useful for...
Detailed conversion analysis
Understanding individuals
Using collected data

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

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 Tools
Google Analytics, incl. Website Optimizer
Other Analytics software
Clicktale and Crazy Egg
Campaign Tracking Software (DartMail, for example)

Useful for...
Real KPIs
Tracking spend vs. results across all channels
Using collected data

The Big Questions
What’s their profile?
What’s their behaviour?
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

Useful for...
Refining selling and product offerings
Qualitative data collection
Trend analysis

The Big Opportunities
Segmentation and re-segmentation
CRM
Behavioural targeting
= DRAMATICALLY DRIVE UP CONVERSIONS THROUGH RELEVANCE

Email and SMS marketing

Amazon.com

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.

...to facilitate collaborative content consumption

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

Useful for...
Speaking to the right people at the right time
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)

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)

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

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
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

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

The World of Measurement and Analytics

by Jarred Cinman on Feb 18, 2009

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