Analytics 2.0 - Tom Bets

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)

Analytics 2.0 - Tom Bets

by sascon on May 26, 2011

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Analytics 2.0 - Tom Bets — Presentation Transcript

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