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The World of Measurement and Analytics
 

The World of Measurement and Analytics

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This was a presentation given at the Nomadic Marketing seminar in Johannesburg, South Africa, focusing on measurement and web analytics. It offers a simple model of how to think about measurement ...

This was a presentation given at the Nomadic Marketing seminar in Johannesburg, South Africa, focusing on measurement and web analytics. It offers a simple model of how to think about measurement moving toward behavioural targeting. www.cambrient.com | www.technomadicmarkets.com

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The World of Measurement and Analytics The World of Measurement and Analytics Presentation Transcript

  • 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
  • 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 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 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?
  •  
  • 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
  • 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?
  • 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)
  • 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)
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  • 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
    • 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
    3. Learning about my users
    • The Tools
      • Your CMS
      • Your ever-expanding database of User Profiles
    3. Learning about my users
    • Useful for...
      • Understanding individuals
      • Refining selling and product offerings
      • Qualitative data collection
    • Not so useful for...
      • Trend analysis
    3. Learning about my users
  • 4. Putting my newfound knowledge to work
    • 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
  • 4. Putting my newfound knowledge to work
    • Behavioural targeting
    • Amazon.com
  •  
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  • 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.
  • 4. Putting my newfound knowledge to work
    • ...to facilitate collaborative content consumption
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  • 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
  • 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
  • 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
    • 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
  •  
      • thanks
      • www.cambrient.com
      • www.thedigitaledge.co.za