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Analytics 2.0 - Tom Bets

Analytics 2.0 - Tom Bets






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    Analytics 2.0 - Tom Bets Analytics 2.0 - Tom Bets Presentation Transcript

    • Analytics 2.0 SAScon Tom Betts, Head of Web Analytics, FT.com 20 May 2011
    • Our business model: combined subscription and advertising revenue FT digital circulation increased 50% last year "the information and intelligence gained from readers from a subscription model is a powerful asset“ – John Ridding, CEO, Financial Times Context
      • <soapbox>
      • Always ask – ‘so what?’
      • Remember: great analytics are only as great as their usage
      • </soapbox>
      Before we begin..
    • Metrics? There’s no magic bullet
      • You’re smart – and experts in your field
      • Topics for today:
      • Customers are not all made equal
      • Measure customers, not devices or browsers
      • Dealing with emerging channels
    • Customers are not all made equal Customers are not all made equal
    • Customers are not all made equal
      • No one size fits all
      • People use your sites in different ways ...so think about them differently
      • Don’t think in aggregate, think in segments
      Fan Regular Occasional Fly-by
    • Customers are not all made equal Multichannel: Measure customers not cookies
      • We almost always deal in cookies
      • But cookies are:
      • unique to a device and browser
      • deleted!
      • blocked!
      • unreliable!
      • ComScore: 2.4x cookies per user per site in 1 month
      • Now your customer acquisition campaign ROI doesn’t look so attractive…
      Measure customers not cookies
      • Consider: using a (persistent) customer ID instead
      • Provides context (e.g. purchase history, geodemographics, account descriptors)
      • Combine with behavioural information compare new customers with repeat..
      • Descriptive attributes endlessly segmentable data
      • Knowing your customer endlessly actionable data
      Know Your Customer Web analytics + customer ID Get data into data warehouse Turbocharge
    • And know their lifecycle too.. Unaware Interested Customer Repeat customer
    • The value of linked data Enables eCRM ‘ Who ’ dimension improves ‘ what if ’ analysis Segmented, personalised, trigger-based marketing communications Measure marketing ROI accurately
    • Customers are not all made equal Multi-platform: mobile analytics
    • Customers are not all made equal “ My mobile app is highly profitable” Really?
      • We used to have multiple PCs / browsers - now we have multiple devices too..
      • Is my new channel making me more money?
      • Some metrics: % of customers that are new? channel incremental revenue?
      Joining the dots is hard
      • Use a single platform for cross-channel analytics
      • Do what we did before: measure people not cookies* – join the data by customer ID
      • Web analytics rock star moment: Use channel(s) to segment your analysis?
      • * Because apps don’t necessarily even support cookies!
      So what do we do?
      • Clear line of sight from app usage to revenue via customer
      • Holistic picture of channel consumption
      • Figure out how to invest in mobile
      • Identify new channel marketing opportunities
      And the benefit?
    • Summary
      • Goodbye global averages – segment, segment, segment!
      • Turbocharge your analytics by measuring customers, not cookies
      • Next most important thing you do: figure out your channel mix
    • Thanks! [email_address] / @tomp2 (PS we’re hiring)