Analytics + optimization = data driven website

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

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
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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!)
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Evolution path
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Customer value
MARketing optimization(communication, relevance, nextbestoffer, promotion targeting, retargeting / remarketing)
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Conversion rate
Conversion rate optimization
(usability, persuasion, A/B testing)
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TRAFFIC
Search engine optimization
(+ PPC, banners, TV, …)
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Target (KPI)
Focus on activity

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
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Example:
In PPC search marketing you can raise bidding and improve your traffic acquisition efforts through
- conversion rate
- customer value / loyalty
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(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.
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Traditional retail: data-driven leaflet
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Image source: idirekt.cz

I believe we’re moving away from designing websites to designing individual customer interactions…
… powered by sophisticated online analytics
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New online: data-driven website

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Heck, it’s no easy work. How do I get there?

1) Collect data

DIRECT Pojišťovna
Est. 2007, now part of RSA Group
Theonlypure play online insurance house
Car insurance, propertyinsurance
www.direct.cz
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KPIs in salesfunnel
Basic tool / implementationtells you this: visits andconversion rates
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Car details
Driver details

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!
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What kind of market segments do our marketing campaigns attract?
… and which of them actually convert into paying customers?
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How are we doing with the largest market segment – Skoda owners?
Weekly Hit Rate = % policies from price quotes
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Feel like testing price elasticity for particular market segments? With this kind of data you can!

2) Use the data

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
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20
B
A

In 7 weeks…
Kentico marketing
:-)
Kentico sales
:-|
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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)

“We have all these leads but so little information about them and it’s only me to handle them all”
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sales

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
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Sales was lacking more data and capacity!

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
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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)
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100% DONE
30% DONE
FUTURE PLAN

Learning ecosystem based on data!
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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
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Quiz
You know this equation already:
Analytics + optimization = data-driven website
But how about this?
Optimization + analytics = ……………………………..
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Q / A
Jiří Brázda
jiri.brazda@optimics.cz
(+420) 602 345 620

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Analytics + optimization = data driven website

by Optimics s.r.o. on Sep 29, 2010

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