Case Study: Analytics at CMC Markets:        from measuring clicks to        driving business…        CMC Markets        J...
Online Financial Services…Shares, Forex,       indices and moreAdtech Singapore 2012                             Econsulta...
This is where our journey started…                              Picture of old                              CMC Markets   ...
In reality our website looked more like this…Adtech Singapore 2012                               Econsultancy.com and CMC ...
We were facing massive analytical challenges…    • Google Analytics not present on all sites    • No consistent set up and...
And we were double counting…                        PPC Click   Display Click   Purchase                         Google   ...
Fixing the basics first…    Web Analytics & Campaign Tracking                        •Google Analytics (GA): Web Analytics...
Why Google Analytics?    • Powerful enough for detailed analysis and segmentation    • Allows different goals to be tracke...
Fixing the basics first… Channel Analytics                                                 •   Solution – single channel  ...
Now onto the more exciting stuff….    Attribution modeling      Affiliates        Display   Email   SEO                   ...
Understanding how quickly we recoup    our marketing spend…   Life time value   •    How do we acquire valuable leads     ...
This is where we are now…Adtech Singapore 2012           Econsultancy.com and CMC Markets | 12
Create a full customer Live Time Value view…    driving business                                    Channel Analytics (Adf...
Towards an online dashboard…      Media PlansAdtech Singapore 2012                 Econsultancy.com and CMC Markets | 14
Analytics is painful…    Some of the challenges…                                                                          ...
Special thanks to:                Wil Lynch and Damien Clothier at CMC Markets UKAdtech Singapore 2012                    ...
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Case Study: Analytics at CMC Markets: from measuring clicks to driving business

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Case Study: Analytics at CMC Markets: from measuring clicks to driving business

  1. 1. Case Study: Analytics at CMC Markets: from measuring clicks to driving business… CMC Markets John Sinke Regional Marketing Manager, AsiaAdtech Singapore 2012 Econsultancy.com and CMC Markets | 1
  2. 2. Online Financial Services…Shares, Forex, indices and moreAdtech Singapore 2012 Econsultancy.com and CMC Markets | 2
  3. 3. This is where our journey started… Picture of old CMC Markets Website (2010)Adtech Singapore 2012 Econsultancy.com and CMC Markets | 3
  4. 4. In reality our website looked more like this…Adtech Singapore 2012 Econsultancy.com and CMC Markets | 4
  5. 5. We were facing massive analytical challenges… • Google Analytics not present on all sites • No consistent set up and reporting • Few marketers were able to use Omniture / Webtrends • Webtrends offered limited added value compared to Google Analytics • Different channel analytics: Eyeblaster, Web Antenna, DGM, MediaMind… • Not only by country, also by channel! • Resistance from agencies and local teams…Adtech Singapore 2012 Econsultancy.com and CMC Markets | 5
  6. 6. And we were double counting… PPC Click Display Click Purchase Google Bloomberg SEO 1 Sale Google Bloomberg SEOAdtech Singapore 2012 Econsultancy.com and CMC Markets | 6
  7. 7. Fixing the basics first… Web Analytics & Campaign Tracking •Google Analytics (GA): Web Analytics and Campaign Tracking • Visibility or measurability of customer interaction on our sites • Conversion is primary measure • Web analytics is key tool for conversion optimisation •Full technical audit of our Google Analytics implementation • Restructuring and redelivery of our Google Analytics accounts and code • Correct and consistent measures implemented across portfolio • Linking Google Analytics and Google AdWordsAdtech Singapore 2012 Econsultancy.com and CMC Markets | 7
  8. 8. Why Google Analytics? • Powerful enough for detailed analysis and segmentation • Allows different goals to be tracked (e.g. Live Account, Demo Account, Seminar Sign-Up) • Simple to use and insightful for any marketer (or CEO for that matter!)Adtech Singapore 2012 Econsultancy.com and CMC Markets | 8
  9. 9. Fixing the basics first… Channel Analytics • Solution – single channel analytics provider with ad serving • Providing single view across all marketing levers - de-duplicated and fully inclusive of marketing costs • Providing segmentation and retargeting capabilities on and off siteAdtech Singapore 2012 Econsultancy.com and CMC Markets | 9
  10. 10. Now onto the more exciting stuff…. Attribution modeling Affiliates Display Email SEO PPC $0 $0 $0 $0 $200 $60 $20 $20 $20 $80Adtech Singapore 2012 Econsultancy.com and CMC Markets | 10
  11. 11. Understanding how quickly we recoup our marketing spend… Life time value • How do we acquire valuable leads • Target high value client acquisition channels • Map marketing with trading data • By linking Conversion to Live Account • Increase / decrease spend accordingly • Building “look back” modelsAdtech Singapore 2012 Econsultancy.com and CMC Markets | 11
  12. 12. This is where we are now…Adtech Singapore 2012 Econsultancy.com and CMC Markets | 12
  13. 13. Create a full customer Live Time Value view… driving business Channel Analytics (Adform) Online media Web Analytics (Google Analytics) PPC Browsing & Product Demo application Lead generation Affiliates Live Application Landing page Organic (SEO) Pega / CRM BIS Direct eDM LTV data back into Channel analytics. Clicks, acquisition strategy conversion, cost, click path, de- GA provides web site level conversion data. Site performance, page to improve sales pipe duplication, adserving conversion, last click sales data, visits, page flows, funnel reportingAdtech Singapore 2012 Econsultancy.com and CMC Markets | 13
  14. 14. Towards an online dashboard… Media PlansAdtech Singapore 2012 Econsultancy.com and CMC Markets | 14
  15. 15. Analytics is painful… Some of the challenges… Resistance with Naming agencies conventions Training Cross Staff & domain Agencies Mapping Advertising networks Sub Data domain Integration TechnologyAdtech Singapore 2012 Econsultancy.com and CMC Markets | 15
  16. 16. Special thanks to: Wil Lynch and Damien Clothier at CMC Markets UKAdtech Singapore 2012 Econsultancy.com and CMC Markets | 16

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