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Online Marketing Summit<br />Cleveland, OH | June 7, 2010<br />Integrated Analytics:<br />Connecting the Pieces<br />James...
Manager, Digital Marketing and Metrics at Hanson, Inc.<br />Hanson is a full service digital agency, 75+ employees<br />8+...
Bridging the Distance Between Data and Actionable Insights<br />3<br />
80% believe ROI from online marketing activities is important to measure, but only 31% of marketers can effectively measur...
6/4/10<br />5<br />Current Landscape<br />Email/SMS<br />NaturalSearch<br />Call Center<br />Website<br />Paid Search <br ...
6<br />More<br />Actionable <br />Insight<br />
Obtain a correlated view of customer interactions across many channels<br />Identify opportunities for holistic enhancemen...
Understand key components<br />Identify core KPIs in each channel<br />Identify synergies across channels<br />Balance con...
What are all the elements of your marketing program?<br />What are the reasons each is being undertaken?<br />Build Awaren...
Email<br />Opens, Clicks, Subscribes, Bounce Rate<br />Banners<br />Impressions, Clicks, CTR, Cost<br />Web Site<br />Enga...
Email driving Web Sales<br />$Web Sales ÷ Clicks<br />Email driving Web Leads and KPIs<br />Leads ÷ Clicks <br />Social su...
Time needs to be correlated/rolled-up<br />Days, Weeks, Months<br />Some data may need translation or cross-referencing<br...
Google Analytics APIs and Custom Application Store<br />Custom Analytics “Plug-Ins”, like Tealium<br />Video Engagement Re...
Some Examples<br />6/4/10<br />14<br />
Display Ads + Natural Search + Leads/Sales<br />Email Marketing + Web Site + Leads/Sales<br />Web Site + Call Center + Lea...
6/4/10<br />16<br />Display Ads + Natural Search + Leads/Sales<br />Added Impact of Impressions<br />
6/4/10<br />17<br />Display Ads + Natural Search + Leads/Sales<br />Online visitors who view display ads are 60% more like...
6/4/10<br />18<br />Display Ads + Natural Search + Leads/Sales<br />Online visitors who view display ads are 60% more like...
6/4/10<br />19<br />Display Ads + Natural Search + Leads/Sales<br />Online visitors who view display ads are 60% more like...
6/4/10<br />20<br />Display Ads + Natural Search + Leads/Sales<br />Online visitors who view display ads are 60% more like...
6/4/10<br />21<br />Display Ads + Natural Search + Leads/Sales<br />Online visitors who view display ads are 60% more like...
6/4/10<br />22<br />Display Ads + Natural Search + Leads/Sales<br />Online visitors who view display ads are 60% more like...
6/4/10<br />23<br />Email Marketing + Web Site + Leads/Sales<br />Understanding the other side of the click through<br />
Connecting email campaigns to website activity via integrated analytics<br />Applying tracking tags to every link (Google ...
6/4/10<br />25<br />Segmentation of Email<br />
Understand not only basic email metrics but also correlation between email and website metrics<br />Understand enhancement...
Matching Needs to Support Vehicles and Optimizing for Effectiveness<br />6/4/10<br />27<br />Web + Call Center + Leads/Sal...
Identifying opportunities to provide the right solutions for customers <br />Right message, right place, right time<br />W...
Collaborating with call center to identify trends and areas for coordination <br />6/4/10<br />29<br />Web + Call Center +...
Test support programs to understand impact on customer satisfaction <br />Move from customer acquisition to customer relat...
Tying Conversations to Conversion<br />6/4/10<br />31<br />Social Media + Web Site + Leads/Sales<br />
Track conversations to KPIs/conversions: Tealium Social Media<br />Apply tracking tags to site<br />Manage list of “intere...
6/4/10<br />33<br />Social Media + Web Site + Leads/Sales<br />Click-through<br />View-through<br />
6/4/10<br />34<br />Social Media + Web Site + Leads/Sales<br />
True ROI measurement of Social Media<br />True comparison of social media with other online marketing functions – banners,...
Summary<br />6/4/10<br />36<br />
Better understanding of your customer<br />Better understanding of the true ROI of marketing across all channels<br />Maxi...
James Bake<br />Digital Marketing and Metrics,<br />Hanson Inc.<br />e: James.Bake@hansoninc.com<br />p: 419.327.6100<br /...
39<br />Thank You<br />Visit<br />www.onlinemarketingsummit.com<br />for more information<br />      Follow us @OMSummit<b...
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Integrated Analytics: Connecting the Pieces

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Integrated Analytics: Connecting the Pieces
While the sophistication and depth of business metrics has improved dramatically in recent years, analytics are still largely siloed in most companies. From paid search, to web metrics, sales results, call center activities, social interactions, and other pockets of data, we must look at an integrated approach to gaining 360° visibility. During this session we'll look at some recent enhancements in metrics, new areas of growth and ways to collect and combine data for a holistic look at performance across your business.

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Transcript of "Integrated Analytics: Connecting the Pieces"

  1. 1. Online Marketing Summit<br />Cleveland, OH | June 7, 2010<br />Integrated Analytics:<br />Connecting the Pieces<br />James BakeDigital Marketing and Metrics Hanson Inc.<br />1<br />
  2. 2. Manager, Digital Marketing and Metrics at Hanson, Inc.<br />Hanson is a full service digital agency, 75+ employees<br />8+ years as a branding, advertising and marketing strategist<br />Google Analytics Certified <br />Google Advertising Professional Certified<br />Trained as an Omniture Advanced User<br />Manage multi-million dollar ad campaigns<br />6/4/10<br />2<br />Hi, I’m James!<br />
  3. 3. Bridging the Distance Between Data and Actionable Insights<br />3<br />
  4. 4. 80% believe ROI from online marketing activities is important to measure, but only 31% of marketers can effectively measure it. Source: 2010 Omniture Online Analytics Benchmark Survey<br />6/4/10<br />4<br />
  5. 5. 6/4/10<br />5<br />Current Landscape<br />Email/SMS<br />NaturalSearch<br />Call Center<br />Website<br />Paid Search <br />Display Media<br />Online Videos/Photos<br />Social Convers-ations<br />Local Marketing Efforts<br />
  6. 6. 6<br />More<br />Actionable <br />Insight<br />
  7. 7. Obtain a correlated view of customer interactions across many channels<br />Identify opportunities for holistic enhancement<br />Optimize marketing campaigns to improve ROAS<br />Lower overall marketing cost by allocating money/resources where they best fit<br />6/4/10<br />7<br />Benefits of Integrated Analytics<br />
  8. 8. Understand key components<br />Identify core KPIs in each channel<br />Identify synergies across channels<br />Balance connected data <br />6/4/10<br />8<br />Steps In Planning<br />
  9. 9. What are all the elements of your marketing program?<br />What are the reasons each is being undertaken?<br />Build Awareness<br />Drive Traffic<br />Motivate Conversion<br />Maintain Customers<br />Improve Frequency and Volume of Purchase<br />6/4/10<br />9<br />1. Key Components<br />
  10. 10. Email<br />Opens, Clicks, Subscribes, Bounce Rate<br />Banners<br />Impressions, Clicks, CTR, Cost<br />Web Site<br />Engagement metrics: visits, return visits/frequency<br />Success metrics: document downloads, specific page views, tool usage, leads, purchases<br />Call Center<br />Number of calls, length of call, dropped calls, successful resolution<br />6/4/10<br />10<br />2. Core KPI Examples<br />
  11. 11. Email driving Web Sales<br />$Web Sales ÷ Clicks<br />Email driving Web Leads and KPIs<br />Leads ÷ Clicks <br />Social support and Call Center efficiencies<br />Support views ÷ Calls<br />Display Ads and Natural Search<br />Ad Impressions ÷ Natural Search Visit Growth<br />6/4/10<br />11<br />3. Synergies<br />
  12. 12. Time needs to be correlated/rolled-up<br />Days, Weeks, Months<br />Some data may need translation or cross-referencing<br />Zip code to market location<br />Keep your “instances” and “people” the same<br />All Visits vs. Unique Visits<br />Some similar interactions should be weighted differently<br />Video views vs. email views<br />6/4/10<br />12<br />4. Balancing Data<br />
  13. 13. Google Analytics APIs and Custom Application Store<br />Custom Analytics “Plug-Ins”, like Tealium<br />Video Engagement Reporting<br />Connected Devices: Google TV, Digital Billboards, Mobile Devices<br />6/4/10<br />13<br />Advances in Analytics<br />
  14. 14. Some Examples<br />6/4/10<br />14<br />
  15. 15. Display Ads + Natural Search + Leads/Sales<br />Email Marketing + Web Site + Leads/Sales<br />Web Site + Call Center + Leads/Sales<br />Social Media + Web Site + Leads/Sales<br />6/4/10<br />15<br />Consolidated Analytics Examples<br />
  16. 16. 6/4/10<br />16<br />Display Ads + Natural Search + Leads/Sales<br />Added Impact of Impressions<br />
  17. 17. 6/4/10<br />17<br />Display Ads + Natural Search + Leads/Sales<br />Online visitors who view display ads are 60% more likely to search for that brand in the following week.Source: Yahoo Case Study <br />Online Marketing<br />Display Ads<br />
  18. 18. 6/4/10<br />18<br />Display Ads + Natural Search + Leads/Sales<br />Online visitors who view display ads are 60% more likely to search for that brand in the following week.Source: Yahoo Case Study <br />Brand Awareness<br />Online Marketing<br />Display Ads<br />
  19. 19. 6/4/10<br />19<br />Display Ads + Natural Search + Leads/Sales<br />Online visitors who view display ads are 60% more likely to search for that brand in the following week.Source: Yahoo Case Study <br />Brand Awareness<br />LOWPERFORMANCE<br />Online Marketing<br />Stop Display Ads<br />Display Ads<br />
  20. 20. 6/4/10<br />20<br />Display Ads + Natural Search + Leads/Sales<br />Online visitors who view display ads are 60% more likely to search for that brand in the following week.Source: Yahoo Case Study <br />Increase in<br />Natural Search<br />Brand Awareness<br />Online Marketing<br />Display Ads<br />
  21. 21. 6/4/10<br />21<br />Display Ads + Natural Search + Leads/Sales<br />Online visitors who view display ads are 60% more likely to search for that brand in the following week.Source: Yahoo Case Study <br />LOWPERFORMANCE<br />Online Marketing<br />No Display Ads<br />Display Ads<br />Decrease in <br />Natural Search<br />
  22. 22. 6/4/10<br />22<br />Display Ads + Natural Search + Leads/Sales<br />Online visitors who view display ads are 60% more likely to search for that brand in the following week.Source: Yahoo Case Study <br />Increase in<br />Natural Search<br />Brand Awareness<br />LOWPERFORMANCE<br />Online Marketing<br />No Display Ads<br />Display Ads<br />Decrease in <br />Natural Search<br />
  23. 23. 6/4/10<br />23<br />Email Marketing + Web Site + Leads/Sales<br />Understanding the other side of the click through<br />
  24. 24. Connecting email campaigns to website activity via integrated analytics<br />Applying tracking tags to every link (Google Analytics Link Builder)<br />Segment email traffic from other traffic<br />Using advanced segments or filters<br />Segment different link types and lists to understand relation to KPIs<br />A link to a featured product vs. support page <br />6/4/10<br />24<br />Email Marketing + Web Site + Leads/Sales<br />
  25. 25. 6/4/10<br />25<br />Segmentation of Email<br />
  26. 26. Understand not only basic email metrics but also correlation between email and website metrics<br />Understand enhancements to email content by segmenting different link topics or email themes/subjects<br />6/4/10<br />26<br />Email Marketing + Web Site + Leads/Sales<br />
  27. 27. Matching Needs to Support Vehicles and Optimizing for Effectiveness<br />6/4/10<br />27<br />Web + Call Center + Leads/Sales<br />
  28. 28. Identifying opportunities to provide the right solutions for customers <br />Right message, right place, right time<br />Work with call centers to combine efforts, create efficiencies and tools to improve customer experience<br />Look at correlation of calls (and call types and resolutions) vs. visits (and audiences) over time<br />6/4/10<br />28<br />Web + Call Center + Leads/Sales<br />
  29. 29. Collaborating with call center to identify trends and areas for coordination <br />6/4/10<br />29<br />Web + Call Center + Leads/Sales<br />
  30. 30. Test support programs to understand impact on customer satisfaction <br />Move from customer acquisition to customer relationship building / shift in what types of support are offered in each place <br />Using vanity phone numbers you can track online/offline activities to understand impact on call centers<br />6/4/10<br />30<br />Web + Call Center + Leads/Sales<br />
  31. 31. Tying Conversations to Conversion<br />6/4/10<br />31<br />Social Media + Web Site + Leads/Sales<br />
  32. 32. Track conversations to KPIs/conversions: Tealium Social Media<br />Apply tracking tags to site<br />Manage list of “interesting” conversation URLs<br />Segment social traffic from other traffic<br />6/4/10<br />32<br />Social Media + Web Site + Leads/Sales<br />
  33. 33. 6/4/10<br />33<br />Social Media + Web Site + Leads/Sales<br />Click-through<br />View-through<br />
  34. 34. 6/4/10<br />34<br />Social Media + Web Site + Leads/Sales<br />
  35. 35. True ROI measurement of Social Media<br />True comparison of social media with other online marketing functions – banners, emails, SEM<br />Social media marketers / online PR professionals can get true credit for site traffic spikes<br />6/4/10<br />35<br />Social Media + Web Site + Leads/Sales<br />
  36. 36. Summary<br />6/4/10<br />36<br />
  37. 37. Better understanding of your customer<br />Better understanding of the true ROI of marketing across all channels<br />Maximize your budgets, time and resources<br />Measurement alone is not enough: work together to act on the data.<br />6/4/10<br />37<br />Key Takeaways<br />
  38. 38. James Bake<br />Digital Marketing and Metrics,<br />Hanson Inc.<br />e: James.Bake@hansoninc.com<br />p: 419.327.6100<br />linkedin: LinkedIn.com/in/jamesbake<br />38<br />Questions? Feedback?<br />
  39. 39. 39<br />Thank You<br />Visit<br />www.onlinemarketingsummit.com<br />for more information<br /> Follow us @OMSummit<br />

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