Analytics 2.0 - Tom Bets

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Analytics 2.0 - Tom Bets

  1. 1. Analytics 2.0 SAScon Tom Betts, Head of Web Analytics, FT.com 20 May 2011
  2. 2. 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
  3. 3. <ul><li><soapbox> </li></ul><ul><li>Always ask – ‘so what?’ </li></ul><ul><li>Remember: great analytics are only as great as their usage </li></ul><ul><li></soapbox> </li></ul>Before we begin..
  4. 4. Metrics? There’s no magic bullet <ul><li>You’re smart – and experts in your field </li></ul><ul><li>Topics for today: </li></ul><ul><li>Customers are not all made equal </li></ul><ul><li>Measure customers, not devices or browsers </li></ul><ul><li>Dealing with emerging channels </li></ul>
  5. 5. Customers are not all made equal Customers are not all made equal
  6. 6. Customers are not all made equal <ul><li>No one size fits all </li></ul><ul><li>People use your sites in different ways ...so think about them differently </li></ul><ul><li>Don’t think in aggregate, think in segments </li></ul>Fan Regular Occasional Fly-by
  7. 7. Customers are not all made equal Multichannel: Measure customers not cookies
  8. 8. <ul><li>We almost always deal in cookies </li></ul><ul><li>But cookies are: </li></ul><ul><li>unique to a device and browser </li></ul><ul><li>deleted! </li></ul><ul><li>blocked! </li></ul><ul><li>unreliable! </li></ul><ul><li>ComScore: 2.4x cookies per user per site in 1 month </li></ul><ul><li>Now your customer acquisition campaign ROI doesn’t look so attractive… </li></ul>Measure customers not cookies
  9. 9. <ul><li>Consider: using a (persistent) customer ID instead </li></ul><ul><li>Provides context (e.g. purchase history, geodemographics, account descriptors) </li></ul><ul><li>Combine with behavioural information compare new customers with repeat.. </li></ul><ul><li>Descriptive attributes endlessly segmentable data </li></ul><ul><li>Knowing your customer endlessly actionable data </li></ul>Know Your Customer Web analytics + customer ID Get data into data warehouse Turbocharge
  10. 10. And know their lifecycle too.. Unaware Interested Customer Repeat customer
  11. 11. The value of linked data Enables eCRM ‘ Who ’ dimension improves ‘ what if ’ analysis Segmented, personalised, trigger-based marketing communications Measure marketing ROI accurately
  12. 12. Customers are not all made equal Multi-platform: mobile analytics
  13. 13. Customers are not all made equal “ My mobile app is highly profitable” Really?
  14. 14. <ul><li>We used to have multiple PCs / browsers - now we have multiple devices too.. </li></ul><ul><li>Is my new channel making me more money? </li></ul><ul><li>Some metrics: % of customers that are new? channel incremental revenue? </li></ul>Joining the dots is hard
  15. 15. <ul><li>Use a single platform for cross-channel analytics </li></ul><ul><li>Do what we did before: measure people not cookies* – join the data by customer ID </li></ul><ul><li>Web analytics rock star moment: Use channel(s) to segment your analysis? </li></ul><ul><li>* Because apps don’t necessarily even support cookies! </li></ul>So what do we do?
  16. 16. <ul><li>Clear line of sight from app usage to revenue via customer </li></ul><ul><li>Holistic picture of channel consumption </li></ul><ul><li>Figure out how to invest in mobile </li></ul><ul><li>Identify new channel marketing opportunities </li></ul>And the benefit?
  17. 17. Summary <ul><li>Goodbye global averages – segment, segment, segment! </li></ul><ul><li>Turbocharge your analytics by measuring customers, not cookies </li></ul><ul><li>Next most important thing you do: figure out your channel mix </li></ul>
  18. 18. Thanks! [email_address] / @tomp2 (PS we’re hiring)

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