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Omniture Café, Montréal, May 16th, 2007

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Presentation from the first Omniture Café held in Montréal, Québec, Canada.

Presentation from the first Omniture Café held in Montréal, Québec, Canada.

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  • 1. Desjardins General Insurance Group Stéphane Hamel Senior eBusiness Architect Desjardins General Insurance Group
  • 2. Desjardins General Insurance Group
    • Automobile and home insurance
    • Sales: 1.4$ billion
    • 1 800 000+ policies in force
    • 3 000+ employees
    • Named best employer in Quebec*
    • Internet:
      • Multi-channel approach: Caisse, on-line trough AccesD, brand sites, call center
      • Lead generation model
      • From a log-based solution to Omniture
      • Internet presence overhaul
    * Independant study from Hewitt & Associates
  • 3. Teamwork: Roles & Responsibilities
  • 4. Web Analytics Maturity Model Bill Gassman, Industry Analyst, Gartner, presented at eMetrics Summit 2007, San Francisco Level 1 Level 2 Level 4 Level 3 Level 5 IT driven, “feel good” information, few decisions, minimal value Business driven, working on metrics, accuracy and process Optimize the channel 330 ° view of customer (30° of privacy) Strategic Web Most of Level 1 & 2 Some elements of other levels
  • 5. Objectives
  • 6. Challenges
    • Growth
      • Numerous large scale projects
      • Team growth (new hires)
    • Transitioning from “logs” to “tags”
      • Adapt to a slightly different way of approaching the web analytics process
      • Terminology and tools usage differences
    • KPI identification
      • Risk of going too deap, too fast
      • Numerous KPI’s
      • Out of context results
    • Maturity
      • Reporting more than analysis
  • 7. Lessons learned…
    • Implementation is a project in itself, a « fast track » approach doesn’t always pay off
    • Educate & communicate
      • The team
      • Internal users
      • Collaborators
      • Management
    • Web analytics is an iterative and continuous process
    • Ease networking among practitioners
  • 8. Good shots
    • Strategic project
      • High management buy in
      • Resources are available
    • Analytical culture
      • Insurance is a field of expertise where the analytical mindset is essential
      • Processes
      • Organisational maturity
  • 9. Next steps
    • SiteCatalyst will allow our multi-disciplinary team to offer the metrics and the appropriate level of analysis to:
      • eBusiness: strategic recommendations
      • Business: close and proactive analysis for each department
      • Management: performance indicators and recommendations
      • External Partners: essential metrics
      • Quality Assurance: trough the continuous improvement process
    • In the future – 330 ° view of web analytics
  • 10. Blog: immeria.net Contact: [email_address] Web Analytics Association Web Analytics Wednesday Stéphane Hamel Senior eBusiness Architect Desjardins General Insurance Group