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NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
NCDM 2008 Web Analytics R Albano Preso Final Publish
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NCDM 2008 Web Analytics R Albano Preso Final Publish

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Presented at the 2008 National Conference of Database Marketers in Orlando, Florida.

Presented at the 2008 National Conference of Database Marketers in Orlando, Florida.

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  • 1. Web Analytics: People, Planning, Process & Platform 2008 National Center Database Marketing (NCDM) Presented by: Rocco Albano Razorfish - Web Analytics Practice Lead 12/8/2008
  • 2. What To Expect From This Session
  • 3. What To Expect From This Session Session Expectations This session focuses on the 4 P’s of Web analytics; People, Planning, Process, and Platforms. The session is meant to be interactive and please feel free to ask questions as we go. The session material will attempt to answer or inform answers to the following questions: • Does my company, brand, site really need Web Analytics? • How much does it cost and what can I expect in return? • Okay it’s installed, why is it not working? • Who should access the system and those that should never have to? • Dealing with Your Current Situation • What is the future of Web analytics?
  • 4. My Qualifications Quick Bio - Rocco Albano – Web Analytics Practice Lead - Razorfish •14 years of account management, interactive marketing strategy ,and technology experience • At Razorfish since 2005 originally as a Sr. SEO Account Manager overseeing a team of 6 • Started Web Analytics Platform Group at Razorfish in 2007 and grown group to 7 consultants • Originally began working with Web Analytics tools in 1998 • Have led consulting engagements in Vietnam, London, Germany, and across the U.S. • Sampling of work performed for leading companies over the last decade for SAP, Belk, Johnson and Johnson, Nintendo Europe, Wyeth, Microsoft, and Ford
  • 5. Does My Company Need Web Analytics?
  • 6. Web Analytics - It’s Easy Right? Just Tag The Page and Start Reporting! Original Source: The Easy Button is part of a brand campaign developed by Staples Corporation. The image used is of the actual Easy button staples sells at there stores. The image was found on the Solid-Orange.com Web site.
  • 7. Web Analytics - It’s Difficult, Data’s Inaccurate, and It Makes My Head Hurt! Original Source: Visual illustration from NASA of the Big Bang Expansion as explored by their Wilkinson Microwave Anisotropy Probe. Imagery sourced from: http://map.gsfc.nasa.gov/resources/imagetopics.html
  • 8. First Lets Define Web Analytics A Community Definition of Web Analytics *Web analytics is the study of online behavior in order to improve it. There are two categories; off-site and on-site web analytics. Off-site web analytics refers to web measurement and analysis irrespective of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole. On-site web analytics measure a visitor's journey once on your website. This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience response. *Original Source: http://en.wikipedia.org/wiki/Web_analytics with no specific author associated with definition on 10/13/2008
  • 9. But Does My Company Need Web Analytics? Web Analytics: A Need or Requirement? If your organization conducts marketing or sales, or provides services, and products on-line you need some level of Web analytics reporting capabilities. The larger an organization in scale, reach, resources, and digital footprint, the greater the need will be for organizational use of a Web analytics platform and supporting operational procedures required to run the tool in an optimal manner.
  • 10. Web Analytics – The Many Means of Counting (A Small Sample) Ad-Serving Site Side CRM / Database / Transactional Panel
  • 11. Web Analytics – Too Many Ways of Counting and Siloed Data User Profile Data Name Joe Analyst Web Analytics platforms DOB 6/29/1967 do not provide this level Marital Status Married of structured data or Children 2 profile output…yet. eMail joe@nullandvoid.com Home Address 1234 Sherwood Blvd. City Philadelphia State Pennsylvania Zip Code 11100 Discount Club Member No Payment Method on File VISA Theoretically: What Would Be Needed Acquisition and Purchase History Data Initial Purchase Date 11/1/2007 Initial Purchase Channel Retail Outlet Initial Purchase Outlet Store 177698 Web Account Status Yes Last On-Line Purchase 9/27/2008 Last Retail Outlet Purchase 11/1/2007 Web Account Customer ID 1289789 Web Account eMail Address joe@nullandvoid.com Trailing 12 Months Web Purchases 3 Trailing 12 Months Retail Outlet Purchases 1 On-Site Behavior Data Average Product Views Per Session 15 Average Session Length 8 Minutes 24 Seconds Last On-Site Search Keyword terabyte iPod Last On-Site Purchased Item Apple I-Pod Deluxe Last Purchase Referrer Direct Load Avergage Site Visits Per Month 2 eAudio News Letter Subscriber No
  • 12. A Look Into The Clickstream and Why it needs and Interface Google search on “airfare to Cozumel” and clicked on 4th listed organic result HTTP GET Request Data Tags Firing Fiddler 2 – HTTP Debugging Freeware can be downloaded at: http://www.fiddler2.com/fiddler2/
  • 13. A Look Into The Clickstream and Why It Needs an Interface Lets Book a Flight To Cozumel: What a user sees We supply 12 pieces of data that translate into hundreds of metrics or KPI combinations
  • 14. A Look Into The Clickstream and Why It Needs an Interface What the Web Analytics Tag Collects All data being collected via the Web analytics tag for the page Omniture 3rd Party Cookie Several key pieces of data entered on the booking form.
  • 15. A Look Into The Clickstream and Why it Needs an Interface An Assessment of Booking Cozumel • Had we tracked the entire Clickstream from the Google search through to final Cozumel booking confirmation the single session Clickstream would have contained over 100 metrics or pieces of data (Multiply this by millions of sessions!) • All Web analytics platforms on the market take every Visitor session Clickstream and edit down/break the stream up into hundreds of data cubes or tables to be processed and re-assembled, albeit in aggregate • Several platforms offer the ability to preserve the entire stream of every individual session however the vast majority of Web analytics data is analyzed at the aggregate level and essentially has to be re-assembled in the tools UI Raw Data Streams Aggregate Data Silos or Cubes
  • 16. A Look Into The Clickstream and Why it needs an Interface Clickstream Anonymity • The nature of the Clickstream makes it very difficult to use a Web analytics platform to uniquely identify users and accurately target them directly based on past preference, customer ID, or a stable cookie • Advanced Web analytics allows for associating customer ID’s of users with events and actions users take on a site, but this type of analysis usually requires going outside of the Web analytics platform to join a customer or users ID with their personally identifiable data and CRM profile if it exists • Additional Clickstream talking points: - Vendor Data Storage Limitations - Platform Data Processing Time - Platform User Interface Issues - User Privacy Policies and Rules - Cookie Death/Instability - Browser and IP Inability to Provide a Unique Visitor ID
  • 17. Web Analytics: Many Moving Parts
  • 18. Web Analytics – People, Process, Platform, Planning Question: What does my organization need to be successful with Web Analytics? Answer: Well that depends on a lot of different variables… People Process Platform • Governance or Lack Of • • Consultants/Agency Platforms In Use • Reporting Cycles • • Training Platform Modules • Report Distribution Formats • • Marketing Staff Server Call Volume • Data Availability • • Analyst Staff Platform Hardware • Ad-Hoc Request Timing • • IT / Maintenance Staff Import Capabilities • Organizational Efficiency • • Vendor Services Export Capabilities • Learning Curve Planning Planning Planning
  • 19. Web Analytics – Organizational Analytics Maturity Question: What does my organization need to be successful with Web Analytics? Answer: …and an organizations analytics maturity level Dedicated In-house and Agency Analyst and Maintenance Staff Top to Bottom Measurement Across Entire Organization Ad, Web, Buzz, CRM; Data Integration, Reporting, and Analysis Advanced User Segmentation and Behavioral Targeting Decisions Based Primarily on Data and Long Term Trends Marketing Supplements Small Analyst Staff Shared IT Handles Maintenance Load Silo Based Organizational Analytics Structure Ad and Web; Siloed Reporting and Analysis Data Helps Inform Decisions Sometimes Everyone is An Analyst Web; Reporting is Ad-Hoc and Infrequent Decisions Are Rarely Informed By Data
  • 20. Web Analytics – Server Calls and Platform Costs What Exactly Am I Buying? Most platforms charge tiered pricing based on “Server Call” volume. Granted there are other licensing costs, as well as services, and on-going staffing needs. The simplest definition of a Server Call would be designated as a Page View. However any type of HTTP call from a page to a Web server via embedded Flash, AJAX, Silverlight, form submission, or video streams launched may be counted as Server Calls. Web Analytics – Platform Costs Server Calls in SaaS or Client Self Hosted Model Additional Modules: Coremetrics Explore, Omniture Discover, WebTrends Visitor Intelligence Custom Reports: Coremetrics, Omniture, WebTrends all charge over a certain threshold Data Warehouse Modules Secondary Server Calls: Omniture Extended Data Storage Costs Beyond 2 Years: Coremetrics, Omniture, WebTrends Custom 3rd Party Data Integration Costs: Coremetrics, WebTrends API 3rd Party Data Integration Costs: Omniture Genesis Server Hardware: WebTrends if Client Hosted as well as Omniture’s Visual Sciences Platform
  • 21. Okay It’s Installed; Why is it not working?
  • 22. Web Analytics – Planning For Success There exist no out-of-the-box Web Analytics systems… Every system on the market requires implementation planning, KPI definition, configuration, and maintenance to function properly.
  • 23. Web Analytics – Planning For Success Web analytics implementations fail due to a lack of planning, staffing, and a misunderstanding of what the systems are capable of… Weekend Project
  • 24. Web Analytics – Planning For Success Common Adoption and Implementation Pain Points People and Process Issues • Platform vendor leads the implementation without understanding your business • Requirements planning does not include Marketing or Business goal definition • Implementation does not involve Marketing, or Business stakeholders! • No one owns the Web Analytics platform and initiative within the organization • Management expectations are not realistic for what the system does, i.e. Web analytics platforms are not accounting, inventory, or customer relationship management systems • Management expects 100% data accuracy. This will never be the case…ever. If 90% to 95% accuracy can be attained your implementation is optimal. • Training occurs once and not against real customer business data
  • 25. Web Analytics – Planning For Success Common Adoption and Implementation Pain Points Tactical and Platform Issues • Platform functionality acquired is not fully understood or production ready • JavaScript code is implemented but none of the front-end system filters, variable naming, custom report creation, or conversion attribution settings are configured • Difficulties encountered with applying tracking code or specialized tagging specific to Flash, Flex, Silverlight, and AJAX. • Testing does not occur at launch • Campaign tracking and segmentation is not implemented or maintained
  • 26. Web Analytics – 4 Step Process Automated and Advanced Report 2 Ad-Hoc and Measure Analyze Deep and Planned 1 3 Wide Optimize Site(s) and Campaign 4 Original Source: for 4 Stage Process Only O’Reilly, Web site Measurement Hacks Tips and Tools to Optimize Your Online Business, 2005
  • 27. Web Analytics Process: Measure Halfway Mark Everything your organization does online is measurable, but not everything needs to be measured. Simply put, you must maintain an Report ongoing understanding of your target audience 2 by measuring their interaction with your organization, your brand, your corporate messaging, and your product. 1. Measure - Deep and Wide Measure Analyze 1 3 On a Per Site Basis Across Multiple Sites (Roll Ups) Site Segmented by Business Region, Brand Customer Segmented by New, Repeat, Loyal Optimize Prospect Segmented by Known Attributes 4 Per Campaign and Channel Across Multiple Campaigns and Channels By Visitor Region and Referrer By Content Groupings By Product Groupings By Transaction and Application Experience Original Source: O’Reilly, Web site Measurement Hacks Tips and Tools to Optimize Your Online Business, 2005
  • 28. Web Analytics Process: Report and Analyze 2. Report - Automated and Advanced Automated In-System Dashboards Report MS Excel Advanced Dashboards 2 Via Desktop and Device Widgets Via Structured Report Builds Measure Analyze 3. Analyze - Ad-Hoc and Planned 1 3 Ad-Hoc Daily Against Established Key Metrics Long Term Trend Analysis New Site Performance Analysis Optimize 4 Group Review of Structured Reports A group review of processed and analyzed data done regularly will yield deeper results and help steer a course to action. During the group review key decision makers should be involved in the process . This includes marketing and brand management, as well as any stakeholders responsible for implementing changes to the site or campaigns at hand. Original Source: O’Reilly, Web site Measurement Hacks Tips and Tools to Optimize Your Online Business, 2005
  • 29. Web Analytics Process: Optimize Putting actionable data into effect through on- going site and campaign optimization is critical to yield any true ROI from your Web analytics Report platform. Once a site-side or campaign based element has been targeted for change, it should be implemented as reasonably fast as possible. Optimize: Site and Campaigns Measure Analyze Content: Body Copy, Links, Navigation Browser Titles and Meta Data Transaction Pages: Form & Application Fields House Ad and/or Product Offer Placements Optimize On Site Search Index Size and Results Site Navigation and Content/Product Groupings Campaign Spend Channel Spend (e-Mail versus Organic, etc) Original Source: O’Reilly, Web site Measurement Hacks Tips and Tools to Optimize Your Online Business, 2005
  • 30. Web Analytics Platforms – Measurement Best Practices Entry Channels Conversion Actions / Events Web Site Direct Entry Commerce Display Media Registration Paid Search Lead / Subscribe Organic Search Download Paid Inclusion Survey Referring Link Post / Comment eMail RIA / Video Unique/Return Time Spent Path/Depth Geography Event Tracking Track Session Dashboards Web Analytics Process Data Segmentation Platform Import/Export Data User Interface
  • 31. Those Who Log-In and Those Who Don’t
  • 32. Getting To End Is Just The Beginning – Show Me The Data Executive Reporting Needs The vast majority of web analytics report users do not want nor should they need to log into the system. These users, typically executives, brand managers, and marketers need summary data in a dashboard that can be reviewed in under 2 minutes.
  • 33. Getting To End Is Just The Beginning – Show Me The Data Analyst Needs Your teams analysts or analytical agencies on the other hand, should be accessing the Web analytics platform directly on a daily basis. These specialists need access to the full functionality of the platform and all of the methods it provides for segmenting and extracting data.
  • 34. The Finished Product – Consumable Data Automated Executive Level Dashboard Original Source: Omniture Site Catalyst Demonstration Data Account
  • 35. Case Study: Creating Advanced Dynamic Reports and Dashboards The Problem: Two years of SEO Data and Manual Reporting • Monthly SEO reporting was taking 25 hours per month • Reports had to be manually assembled and delivered • Reports were output in a static format allowing no interactivity with the data • Reports were limited to showing 12 months of rolling data • Report construction cut into SEO analysis time
  • 36. Case Study: Creating Interactive Advanced Reports Process • Requirements Definition • Excel Dashboard Template Development • Report / Platform Integration Set Up 1. Before: Manual Excel data entry template used to create charts and graphs which were then converted to PowerPoint presentations 2. Before: Static Manual PPT Report Output
  • 37. Case Study: Creating Interactive Advanced Reports Outcome • Dynamic MS Excel Dashboard • Dashboard covers 2 years of SEO data • Reduced process from 25 to 3 hours • Dashboard updated independently After: Partially Automated – Interactive Dashboard
  • 38. Where Analysts Live – Wrestling With The Standard Platform Data Original Source: Omniture Site Catalyst Demonstration Data Account
  • 39. Where Analysts Live – Advanced Web Analytics Interfaces and Analysis Original Source: Omniture Discover - Demonstration Data Account
  • 40. Dealing with Your Current Situation
  • 41. If Your System Is Already Installed – Audit and Remediate First Web Analytics Implementation Assessment and Remediation (System already installed) • Conduct Implementation Audit • Report Suite Re-Architecture • KPI GAP Analysis • Code Modifications / Additions • Filter Implementation • Campaign Channel Segmentation • Conversion goal tracking set up • In-system Dashboard Creation • MS Excel Dashboard Creation • Custom Report Development
  • 42. The Web Analytics Platform Remediation Process Phase 1 - Audit Current Implementation KPI GAP Analysis Configuration Assessment Phase 2 - System Remediation Configuration Code Level Change External Data I/0 Modifications Phase 3 - Data Output and Maintenance Dashboard Development Maintenance Process
  • 43. If Your System Is Already Installed – Audit First Web Analytics Audit Example 1 – KPI GAP Analysis
  • 44. If Your System Is Already Installed – Audit First Web Analytics Audit Example 2 – Conversion Configuration Review
  • 45. Start (Re-start) From The Beginning – Selection and Full Implementation Web Analytics Selection and Implementation • Needs assessment • Vendor / Platform Selection • Purchase Negotiation • Business Goal Development • KPI Definition • Business Requirements • Technical Requirements • Report Suite Architecture • Tag Insertion and Programming • Front End System Configuration • Conversion Goal Tracking Set Up • Campaign Channel Segmentation • Dashboard Creation • Custom Report Development • 3rd Party Module Integration
  • 46. The Current State of Web Analytics and A Hypothetical View Of The Future
  • 47. Web Analytics – Talent Demand as an Indication of Need Web Analytics Platforms - Job Posting Mentions (October 9th, 2008 - Indeed.com) 1600 1408 1400 1225 1125 1200 1000 800 600 400 299 261 200 59 0 WebTrends Omniture Google Coremetrics Unica ClickTracks Analytics Original Source: Job postings containing platform mention were obtained from Indeed.com ;a job listing aggregation site
  • 48. Web Analytics – Is Marketing Automation Possible Original Source: Screenshot of the Omniture Suite 14 Tool Selector
  • 49. Web Analytics – Creating A Web Centered User Profile System A Retail-centric eCommerce Focus Real-time eCommerce Sales data on the merchandise and product teams desktop or bull pen monitor Original Source: Screenshot s of Coremetrics Marketing Material
  • 50. The Future Is Now – Google Continues Pushes The Envelope Google acquisition of Double Click closes in 2008, giving Google a display media network and access to all of the data that comes with it to eventually integrate into Google acquires Urchin Analytics in 2005 GA as was done with Ad Words for Paid and transforms it into Google Analytics a Search tracking on Google. “free” Web analytics platform that by end of 2008 has been installed at least 2 MM times Google acquires Trendalyzer in 2007, a Flash based multi- dimensional analysis tool that can be used to analyze any structured data source and begins to integrate components of the UI into their GA product under the Visualize tab and code named Motion Charts.
  • 51. The Future Is Now: Microsoft Continues To Innovate and Expand Microsoft acquisition of Aquantive closes in October 2007, giving Microsoft, Atlas a display media network and access to all of the data Microsoft acquires DeepMetrix in 2005 and that comes with it. transforms it into Gatineau, a Web analytics component of MS Ad Center Analytics. Microsoft acquires Rapt in early 2008, a suite of media optimization, attribution modeling, and media mix - ad spend management analytical tools.
  • 52. The Future Is Now: Yahoo! Adds Web Analytics Very Late in The Game Yahoo! acquires Index Tools, a small business Web analytics platform provider in mid-2008. Yahoo! Very quickly rebrands the tool Yahoo! Web Analytics and plans on iterative roll-outs of new and Yahoo! Integrated features throughout 2008 and 2009.
  • 53. The Future Is Now: Are You Quantified? – Panel meets Tagged Quantcast offers free access to panel data matched to I.P. and demographic data. Sites can also sign up to be “Quantified” meaning to have Quantcast tags put on ones site. This is the beginning of site side data being mapped to complex demographic and psychographic data sets.
  • 54. Close Thank You Rocco Albano – Rocalbano@yahoo.com or 267-295-7101

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