04082014 SSP Webinar: Beyond Counting Downloads - Matt Herron Presentation

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