Web Analytics Deep Dive - SES San Francisco
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  • 1. Web Analytics Deep Dive #SESSF Garry Przyklenk, Manager, Analytics Implementation (@gprzyklenk)
  • 2. Keys to “insightful” insightsTried and true approaches:Filter, group, then segmentIf… then… analysisDerive business valueGet closer to the customerIntegrate data sourcesIn general, build a data-driven culture! @gprzyklenk
  • 3. Filtering and groupingAny web analytics platform won’t be perfect, so a certainlevel of filtering and grouping is required:Filtering can be used to:  Clean up data integrity issues  Move beyond the “top 10” or “top50” entries  Example: TD has 60,000 employees and filters internal IP’s from logging information in Omniture SiteCatalyst.Groupings can be used to:  Simplify extremely granular data  Build complex segments effectively  Example: Referring URL values can be grouped to go beyond the standard types, such as “internal referrer” and “external affiliate”. @gprzyklenk
  • 4. Extreme segmentation! Visitor type  Visitor intention  Prospect/New  Research  Customer  Purchase/Broker  Affiliate  Renew  Employee  Transact Source  Product engagement  PPC  Core accounts  SEO  Credit cards  Social Media  Lending (credit line/mortgage)  External Display Ad  Investing  Internal Display Ad  Insurance  Affiliate  Business banking @gprzyklenk
  • 5. Isn’t that really hard?YES, YES IT IS… @gprzyklenk
  • 6. Pivot tables are awesomeSource Visitor Type Intention Product Visits Conversions TransactionsPPC Prospect Research Credit Card 8 1 0 Savings AccountInternal Customer Transact Mortgage 5 1 4Display AdSocial Media Affiliate Broker Mutual Funds 35 0 8Direct Employee Research None 55 0 3Do we actually do this? Yes, yes we do.Online sales reporting (Daily/Weekly/Monthly)Public website reporting (Monthly)Secure website reporting (Monthly) @gprzyklenk
  • 7. If…then… analysisNo one really cares about the metrics, but everyone cares about theirbonus. That equates to defining and improving the funnel. Send more traffic? Optimize landing pages? Lower the risk profile? Improve incentives? IMPACT @gprzyklenk
  • 8. Derive business valuePaperless Statements Postage $0.45Opportunity: Customers 1,000,000Saves the bank at least the cost of a Avg. # of Products 2stamp per customer per product per month per CustomerReducing Yearly Savings $11 Million calls to the contact center due tolost paper statementsCustomer benefit:Improved customer experience withscanned checks in near-real-timeFreedom to bank anywhere, anytime onany device @gprzyklenk
  • 9. Derive business valueWhere do you think the greatest opportunity exists? @gprzyklenk
  • 10. Get closer to the customerProblem: web analytics can be complex to the business.Solution: get closer to the customer. @gprzyklenk
  • 11. Integrate data sources @gprzyklenk
  • 12. Integrate data sourcesSource Visitor Type Intention Product Visits Conversions TransactionsPPC Prospect Research Credit Card 8 1 0 Savings AccountInternal Customer Transact Mortgage 5 1 4Display AdSocial Media Affiliate Broker Mutual Funds 35 0 8Direct Employee Research None 55 0 3Channel Source Visitor Type Intention Product Visits Cx Tx LTVBranch PPC Prospect Research Credit Card 8 1 0 $590,000 Savings AccountPhone Internal Customer Transact Mortgage 5 1 4 $250,000 Display AdOnline Social Media Affiliate Broker Mutual Funds 35 0 8 $675,000ATM Direct Employee Research None 55 0 3 $1,200,000 @gprzyklenk
  • 13. Thank You! Questions?