Desjardins General Insurance Group Stéphane Hamel Senior eBusiness Architect Desjardins General Insurance Group

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

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

Teamwork: Roles & Responsibilities

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

Objectives

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

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

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

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

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

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

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

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

Blog: immeria.net Contact: [email_address] Web Analytics Association Web Analytics Wednesday Stéphane Hamel Senior eBusiness Architect Desjardins General Insurance Group