04082014 ssp webinar_ beyondcountingdownloads_mattherron

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04082014 SSP Webinar: Beyond Counting Downloads - Matt Herron Presentation

04082014 SSP Webinar: Beyond Counting Downloads - Matt Herron Presentation

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  • 1. jamanetwork.com Web Analytics & Customer Intelligence Matt Herron April 8, 2014
  • 2. jamanetwork.com© 2012 American Medical Association. Privileged and confidential. November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 2
  • 3. jamanetwork.com© 2012 American Medical Association. Privileged and confidential. “We need a Web Analytics Strategy… Right?” November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 3
  • 4. jamanetwork.com© 2012 American Medical Association. Privileged and confidential. “Great! …What now?” November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 4 •Who is in the visits count? •What types of content were being used? •How many page views came from a subscribing customer? •Did any of the visits come from our marketing programs? •Are there new customer segments that I can target to increase revenue?
  • 5. jamanetwork.com© 2012 American Medical Association. Privileged and confidential. Web Analytics supports Customer Intelligence November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 5 Customer DB Web Analytics Purchase History Content Affinity Support History
  • 6. jamanetwork.com© 2012 American Medical Association. Privileged and confidential. Customer intel draws a picture of who we serve November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 6 •How many authors are also subscribers? •What institutions contribute editorial value? •Who reads cardiology content more than 3x per month? •Who are our most engaged customers? How do we quantify/qualify engagement? •What topical areas draw the most attention from our customers? •Who pays for our content vs. who only reads free content?
  • 7. jamanetwork.com© 2012 American Medical Association. Privileged and confidential. Customer intel enables targeted communications and new product dev November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 7 •How do we target a CME promotion to those who take CME more than 2x per month? •How do we promote our mobile app to paying subscribers who have visited our website on a mobile device? •How do we demonstrate that our users are a valuable audience for digital advertisers? •Can we learn about new product ideas from our most engaged audience? •How do we measure our success at any of our electronic programs?
  • 8. jamanetwork.com© 2012 American Medical Association. Privileged and confidential. “Great! We have all this data!” November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 8
  • 9. jamanetwork.com© 2012 American Medical Association. Privileged and confidential. Tips & Tricks: Get customer ID into analytics November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 9 custid=01234
  • 10. jamanetwork.com© 2012 American Medical Association. Privileged and confidential. User behavior and attribute data is distributed November 28, 2012• Slide 10 Fulfillment DB •Billing & Revenue •Individual Subscriptions •Institutional Site Licenses •Address(es) •Access controls •CME Tokens Web Platform •Email preferences •CME usage •COUNTER usage •Bookmarks •Semantic profiles •Consortia Structure SSO User DB •Name •Email Address •Email preferences Google Analytics •Website engagement •Visit frequency •Content usage •Purchase quantities Mobile Platform •Email address •Specialty •Topic Interests •Zip code •Name •Bookmarks Institutional Directory •Ringold Institution Directory •Institutional Customer profiles •Institutional geographies
  • 11. jamanetwork.com© 2012 American Medical Association. Privileged and confidential. November 28, 2012• Slide 11 Fulfillment DB •Billing & Revenue •Individual Subscriptions •Institutional Site Licenses •Address(es) •Access controls •CME Tokens Web Platform •Email preferences •CME usage •COUNTER usage •Bookmarks •Semantic profiles •Consortia Structure SSO User DB •Name •Email Address •Email preferences Google Analytics •Website engagement •Visit frequency •Content usage •Purchase quantities Mobile Platform •Email address •Specialty •Topic Interests •Zip code •Name Institutional Directory •Ringold Institution Directory •Institutional Customer profiles •Institutional geographies Centralizing into a single data warehouse Customer Data Warehouse
  • 12. jamanetwork.com© 2012 American Medical Association. Privileged and confidential. Centralizing into a single data warehouse November 28, 2012• Slide 12 Fulfillment DB Web Platform SSO User DB Google Analytics Mobile Platform Institutional Directory User Preferences & Semantic Affinities Visit Frequency & Content Usage Customer Data Warehouse
  • 13. jamanetwork.com© 2012 American Medical Association. Privileged and confidential. Centralizing into a single data warehouse November 28, 2012• Slide 13 Fulfillment DB Web Platform SSO User DB Google Analytics Mobile Platform Institutional Directory User Preferences & Semantic Affinities Visit Frequency & Content Usage Customer Data Warehouse
  • 14. jamanetwork.com© 2012 American Medical Association. Privileged and confidential. Data unified Customer Data Warehouse Customer IDs Unified Contact Data Unified Engagement Metrics unified Content Preferences Unified Workplace Affiliations Identified
  • 15. jamanetwork.com© 2012 American Medical Association. Privileged and confidential. Receiving Email Alerts Recency of Web Visit Use of Mobile App CME Course Participation Member Subscribers PPV / CME Purchaser Registered User Anonymous User Customer Value & Engagement Low High Low High CustomerValue Level of Engagement