The document discusses how analytics and optimization can lead to a data-driven website. It provides examples of how two companies, DIRECT Pojišťovna and Kentico Software, used analytics data to optimize their websites and processes. DIRECT Pojišťovna used data to optimize offerings for different customer segments. Kentico used data from web analytics to optimize its sales process, including individual lead nurturing. The document advocates collecting data from the website and users and then using that data to continuously learn and improve the customer experience.

1. Analytics + Optimization = Data-drivenwebsite WebExpo Prague 24 September 2010

2. Jiří Brázda Web analytics & customer intelligence expert 5 yearsof practitioner (HVB Bank, DIRECT Pojišťovna) and consultant experience in online analytics Web Analytics Associationregionalmanager for CEE Web Analytics Wednesday CZ twitter.com/jiribrazda Analytics + optimization = data-driven website | www.optimics.cz 2

3. What is the ultimate measure of success for your website? And where do youdirectyouroptimizationefforts? (I’m not going to askbecause you’re a more sophisticated audience than the average website owner!) Analytics + optimization = data-driven website | www.optimics.cz 3

4. Evolution path Analytics + optimization = data-driven website | www.optimics.cz 4 Customer value MARketing optimization(communication, relevance, nextbestoffer, promotion targeting, retargeting / remarketing) 3 Conversion rate Conversion rate optimization (usability, persuasion, A/B testing) 2 TRAFFIC Search engine optimization (+ PPC, banners, TV, …) 1 Target (KPI) Focus on activity

5. Sure, you have to have enough traffic, you have to achieve high conversion rate between visitors and new customers but ultimately you have to focus on customer value because it is most directly related to long-term profitability Analytics + optimization = data-driven website | www.optimics.cz 5

6. Example: In PPC search marketing you can raise bidding and improve your traffic acquisition efforts through - conversion rate - customer value / loyalty Analytics + optimization = data-driven website | www.optimics.cz 6

7. (unless you’re a startup) “There are no new customers.” Radek Hrachovec(former Marketing director, Bata) You have to focus on current customers, their loyalty, value and profitability. Analytics + optimization = data-driven website | www.optimics.cz 7

8. Traditional retail: data-driven leaflet Analytics + optimization = data-driven website | www.optimics.cz 8 Image source: idirekt.cz

9. I believe we’re moving away from designing websites to designing individual customer interactions… … powered by sophisticated online analytics Analytics + optimization = data-driven website | www.optimics.cz 9 New online: data-driven website

10. Analytics + optimization = data-driven website | www.optimics.cz 10 Heck, it’s no easy work. How do I get there?

11. 1) Collect data

12. DIRECT Pojišťovna Est. 2007, now part of RSA Group Theonlypure play online insurance house Car insurance, propertyinsurance www.direct.cz Analytics + optimization = data-driven website | www.optimics.cz 12

13. KPIs in salesfunnel Basic tool / implementationtells you this: visits andconversion rates Analytics + optimization = data-driven website | www.optimics.cz 13

14. Analytics + optimization = data-driven website | www.optimics.cz 14 Car details Driver details

15. In dark ages it used to be HITS (“How idiots track success” – AvinashKaushik). Then it became counting VISITS. Through collecting custom data along with standard website metrics we can answer business questions! Analytics + optimization = data-driven website | www.optimics.cz 15

16. What kind of market segments do our marketing campaigns attract? … and which of them actually convert into paying customers? Analytics + optimization = data-driven website | www.optimics.cz 16

17. How are we doing with the largest market segment – Skoda owners? Weekly Hit Rate = % policies from price quotes Analytics + optimization = data-driven website | www.optimics.cz 17 Feel like testing price elasticity for particular market segments? With this kind of data you can!

18. 2) Use the data

19. Kentico Software Est. 2004, about 65 employees Czech software company based in Brno Main product: Content Management System Clients from 84 countries all around the world www.kentico.com Analytics + optimization = data-driven website | www.optimics.cz 19

20. Analytics + optimization = data-driven website | www.optimics.cz 20 B A

21. In 7 weeks… Kentico marketing :-) Kentico sales :-| Analytics + optimization = data-driven website | www.optimics.cz 21

22. Analytics + optimization = data-driven website | www.optimics.cz 22 Kentico sales is flooded with new contacts from their website A/B test launched along with couple more optimization tweaks Case studyhttp://www.optimics.cz/reference/pripadova-studie-kentico(in Czech)

23. “We have all these leads but so little information about them and it’s only me to handle them all” Analytics + optimization = data-driven website | www.optimics.cz 23 sales

24. Lead management - before Contact details include only name and email Phone number and company name not required fields Leads are prioritized based on their email address (keep company emails, throw away Gmails, Hotmails and such) – all manual work Analytics + optimization = data-driven website | www.optimics.cz 24 Sales was lacking more data and capacity!

25. Lead management - after We provide more data on individual leads from web analytics Geolocation and company name resolved from IP Number of previous visits Flags for performing specific action, eg. viewing pricing and licence options Analytics + optimization = data-driven website | www.optimics.cz 25

26. Lead management - after We integrate internal CRM system with web analytics Sales can access website behaviour data for individual leads as and when needed Automated lead scoring puts contacts into different segments based on their predicted value Campaign management follows up with appropriate automated communication (= lead nurturing) Analytics + optimization = data-driven website | www.optimics.cz 26 100% DONE 30% DONE FUTURE PLAN

27. Learning ecosystem based on data! Analytics + optimization = data-driven website | www.optimics.cz 27

28. With both DIRECT Pojišťovnaand Kentico it all started out by improving conversion rates. But now… DIRECT Pojišťovnais optimizing its website and product offerings for different segments with Omniture Test&Target. Kentico is optimizing its sales process incl. individual lead nurturing using data from Yahoo Web Analytics. SUMMARY Analytics + optimization = data-driven website | www.optimics.cz 28

29. Quiz You know this equation already: Analytics + optimization = data-driven website But how about this? Optimization + analytics = …………………………….. Analytics + optimization = data-driven website | www.optimics.cz 29

30. Q / A Jiří Brázda jiri.brazda@optimics.cz (+420) 602 345 620