Is your
elephant
Tracking user behaviour for online marketing
Tim Elleston – Murdoch University
shy?
70%
70% of companies surveyed said
the marketing executive
is making the call on
promotional content
Omniture Conversion Surve...
Just because they like it doesn’t
mean your users do
Isn’t it
ironic
Marketers have spent
years
learning the value of
listening to customers
and asking them
what it is they
want
and yet online...
Our consumers have
fully embraced
digital media
It’s pervasive across many
aspects of our lives
Marketing has
fundamentally
changed.
Our customers
create our content
And promote
our brands.
We have an
increasing number
of new channels
to use.
We can now
capture
millions of
customer
interactions
analyse them
apply insights
and make interactions
more relevant and
personalised.
We have an unprecedented
marketing opportunity
to
optimise
our conversions
And we love our
conversion rates 
The problem is
not only do we
need to understand
our existing channels
but we must also
innovate
As marketers
we’re charged with
looking for the most
effective way to
reach our customers
and those channels
have varying
degrees
of influence.
And they’re
Understanding
user behaviour
not only prevents us
from creating
a dull, generic
site for everyone
It gives us
insight into
channel effectiveness
Understanding behaviour means we understand
Our audience segments
and
• What they’re looking for
• Where they look
• How f...
we’re able to create
a better…
In doing so,
User experience
Yielding greater results
For our marketing budget.
Measuring
outcomes
is important, but…
focusing on overall
conversion
We’re not getting the
complete picture
We’re being
short-sighted.
There’s a
rich diversity
of reasons
why people come to
our websites
conversion being
just one of them.
What about those
that refuse to
convert
If they didn’t
convert
did we accomplish
anything?
While you focus
on measuring
your overall
conversions
Look at
micro-conversions
Traffic to website
There’s plenty going on…
Micro-conversions
should also align to your
business strategy
What’s the objective
for each section
of your site?
#1
Research
Jobs
U/G Courses
Annual Report
Services
P/G Courses
Experts
News
Short Courses
Alumni
Support
Timetables
Library ...
Who’s your Audience
#2
Develop an
understanding
of the
differences in
site visitors
Developing Personas
PSYCHOGRAPHICS
Motivations for using the
web?
What do you use it to do?
Where else do you seek
out inf...
For the
macro-conversions
you measure outcomes
Leads
Applications
Revenue
For micro-conversions
you could measure:
Task completions
Engagement
Clicks to something
Traffic Sources
New vs. Repeats
Job apps submitted
Expe...
Now you’re on the way
to seeing a more
complete picture
and getting
actionable
insights
Segmentation
is the path
to insights
Absolute numbers
that represent
one data point
Look beyond
the numbers
Many just look at the
numbers
in the
aggregate...
All they’ll see is the big
picture...
1 million page
views this
month
“
”
They spend 5
minutes on
our site
“
200,000 visitors
this month“ ”
But they’re missing
the point
200,000 visitors
Is that good
or bad?
Depends on
where they went
what they did
and how they got there
“200,000 visitors last month…
Segmentation lets you
understand interesting things
“200,000 visitors last month…
48% came from Organic Search
Segmentation lets you
understand interesting things
“200,000 visitors last month…
48% came from Organic Search
of which 38% looked at courses for around 5 mins
(but only 54% ...
“200,000 visitors last month…
48% came from Organic Search
of which 38% looked at courses for around 5 mins
(but only 54% ...
“200,000 visitors last month…
48% came from Organic Search
of which 38% looked at courses for around 5 mins
(but only 54% ...
All measures have
deeper insights
They’re
To get over
their shyness
Segment
them
Country
Region
Traffic SourceUser type
Mobile
Natural Search
Paid Search
Section of Interest
New vs. Repeat
Time Spent
Soc...
Segments must be:
Measurable and identifiable
Accessible and actionable
Large enough to be profitable
Courses Section : 1.67m page views
Segmentation example
Pretty boring and largely useless…
Courses Section : 1.67m page views
New / Repeat PVs : 837k / 618k = sort of an insight
Segment by First vs. Repeat user
= ...
Courses Section : 1.67m page views
New / Repeat PVs : 837k / 618k
= not much betterFrom Google : 285k / 217k
= sort of an ...
Courses Section : 1.67m page views
New / Repeat PVs : 837k / 618k
= not much betterFrom Google : 285k / 217k
= insight1st ...
Measurable and identifiable
Accessible and actionable
Large enough to be profitable
= usable
A usable insight
Cross-promote content to
First Time Course Visitors
from Search
to try to raise engagement
Course interest
geographically segmented
Course interest
geographically segmented
Course interest
geographically segmented
Course interest segmented by country
Staff search habits
Staff spend 208 seconds
per search request
Staff spend 208 seconds
per search request
125,000 searches/year
Staff spend 208 seconds
per search request
125,000 searches/year
7,200 hours/year or 960 workdays
Staff spend 208 seconds
per search request
125,000 searches/year
7,200 hours/year or 960 workdays
@ $40/hr = $289,000 cost
Measurable and identifiable
Accessible and actionable
Large enough to be profitable
= insight
Staff search habits
Onsite Search
Insight: We can reduce downtime through Search optimisation
Through their searches, they’ve told us, now hel...
Segmentation
allows you to
optimise your site
which leads to a better
more relevant
User Experience
and relevance
yields greater
conversion
So, no more
Top Pages Reports
How about…
Top Pages by Search
or
Top Pages by Social Media
Are you
listening?
Because they’re
talking about you
And what
they’re saying
matters
A lot
At the very least use
Social Media Measurement
http://www.ithnk.com/2010/07/13/10-social-media-monitoring-tools-services-that-are-worth-a-closer/
Chatter and sentiment
about your brand
And your competition…
Really unhappy
Tweetdeck
Really unhappy
Really, really unhappy
Tweetdeck
Really unhappy
Really, really unhappy
We get in contact
Tweetdeck
Really unhappy
Really, really unhappy
We get in contact
Getting happier
Tweetdeck
Really unhappy
Really, really unhappy
We get in contact
Getting happier
Now we’re all happy
Tweetdeck
Really happy
1,258 followers
If she remained unhappy
she not only damages our brand
She can
damage
our revenue
She’s our target audience
Her 1,258 followers
are our target audience
If 10% of her followers were
considering Murdoch = 125 people
If she negatively influenced 10%
of those 125
that’s 12 people
who might no longer
consider Murdoch
12 people is about
$450k over 3 years
(not to mention reputation)
Cost to save : $15,000/yr
Cost to save : $15,000/yr
Monitoring Tools: $9,000/yr
Tweetdeck: Free
One social butterfly: $6,000/yr
ROI: 2,900%
Cost to save : $15,000/yr
Monitoring Tools: $9,000/yr
Tweetdeck: Free
One social butterfly: $6,000/yr
ROI: 2,900%
And our ...
Some marketers
Use
to understand success
A smaller percentage
of marketers
Use
Visits or Visitors
Or even
bounce rates
An even
smaller group
Look at
conversion rates
by campaign
But they’re all
short term
measures
which is like
declaring success
after a
one night stand
I reserve the best
For marketers that
understand not only
Customer Value
but
ROI by Channel
and Segment
That means understanding
the customer value
and the acquisition costs
by channel and segment
from the top of funnel
to the bottom
(and beyond)
Customer Value - Do you know it?
Value of a Lead
Leads Started
Visitors to XVisitors
Applications Started
Applications Sub...
Customer / Channel ROI - Do you know it?
Value of a Lead
Leads Started
Visitors to XVisitors
Applications Started
Applicat...
Customer / Channel / Segment ROI - Do you know it?
Value of a Lead
Leads Started
Visitors to XVisitors
Applications Starte...
Customer / Channel / Segment ROI - Do you know it?
Measurable and identifiable
Accessible and actionable
Large enough to be profitable
= insight
Channel Segment ROI
Having that information
at the very least, gives you
the opportunity to
act
Acquiring new prospects
isn’t getting any easier
Marketing budgets
are getting smaller
But we’re still
asked for the
same (or more)
results
To be truly successful,
we need to understand the
true value and return by
segment
So we can optimise our
marketing dollars.
It’s tough enough
to get budget
for web analytics
and focusing on just
a small % of visits
makes it hard to get the
elephant out of the corner
It can help you
understand
user behaviour
and through
segmentation
you can
replace
“I think”
with
“I know”
http://www.elephantsandanalytics.com.au
Shameless plug
Tim Elleston
senior manager – Digital Media
Any
questions?
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
Marketing Education Symposium Sydney Sept 2010
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  • And you might well be confused
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  • Marketing Education Symposium Sydney Sept 2010

    1. 1. Is your elephant Tracking user behaviour for online marketing Tim Elleston – Murdoch University shy?
    2. 2. 70%
    3. 3. 70% of companies surveyed said the marketing executive is making the call on promotional content Omniture Conversion Survey, 2009
    4. 4. Just because they like it doesn’t mean your users do
    5. 5. Isn’t it ironic
    6. 6. Marketers have spent years
    7. 7. learning the value of listening to customers
    8. 8. and asking them
    9. 9. what it is they want
    10. 10. and yet online...
    11. 11. Our consumers have fully embraced digital media
    12. 12. It’s pervasive across many aspects of our lives
    13. 13. Marketing has fundamentally changed.
    14. 14. Our customers create our content
    15. 15. And promote our brands.
    16. 16. We have an increasing number of new channels to use.
    17. 17. We can now capture
    18. 18. millions of customer interactions
    19. 19. analyse them
    20. 20. apply insights
    21. 21. and make interactions more relevant and personalised.
    22. 22. We have an unprecedented marketing opportunity
    23. 23. to optimise
    24. 24. our conversions
    25. 25. And we love our conversion rates 
    26. 26. The problem is
    27. 27. not only do we need to understand our existing channels
    28. 28. but we must also innovate
    29. 29. As marketers we’re charged with
    30. 30. looking for the most effective way to reach our customers
    31. 31. and those channels
    32. 32. have varying degrees
    33. 33. of influence.
    34. 34. And they’re
    35. 35. Understanding user behaviour
    36. 36. not only prevents us from creating a dull, generic site for everyone
    37. 37. It gives us insight into channel effectiveness
    38. 38. Understanding behaviour means we understand Our audience segments and • What they’re looking for • Where they look • How far they scroll • What they read (scan) • What they click on • How they navigate and find information
    39. 39. we’re able to create a better… In doing so,
    40. 40. User experience
    41. 41. Yielding greater results
    42. 42. For our marketing budget.
    43. 43. Measuring outcomes is important, but…
    44. 44. focusing on overall conversion
    45. 45. We’re not getting the complete picture
    46. 46. We’re being short-sighted.
    47. 47. There’s a rich diversity
    48. 48. of reasons
    49. 49. why people come to our websites
    50. 50. conversion being just one of them.
    51. 51. What about those
    52. 52. that refuse to
    53. 53. convert
    54. 54. If they didn’t convert
    55. 55. did we accomplish anything?
    56. 56. While you focus on measuring your overall conversions
    57. 57. Look at micro-conversions
    58. 58. Traffic to website
    59. 59. There’s plenty going on…
    60. 60. Micro-conversions should also align to your business strategy
    61. 61. What’s the objective for each section of your site? #1
    62. 62. Research Jobs U/G Courses Annual Report Services P/G Courses Experts News Short Courses Alumni Support Timetables Library books Blogs
    63. 63. Who’s your Audience #2
    64. 64. Develop an understanding of the differences in site visitors
    65. 65. Developing Personas PSYCHOGRAPHICS Motivations for using the web? What do you use it to do? Where else do you seek out information? What tasks do you carry out online? WEBOGRAPHICS Favourite sites Usage platform Location Usage frequency Common user behaviours DEMOGRAPHICS Age Gender Education Job Location SOFT QUESTIONS: Work life balance Issues/pressures Future desires User Profiles Persona
    66. 66. For the macro-conversions
    67. 67. you measure outcomes Leads Applications Revenue
    68. 68. For micro-conversions
    69. 69. you could measure: Task completions Engagement Clicks to something Traffic Sources New vs. Repeats Job apps submitted Experts viewed News articles read Research CategoriesUnique Visitors Keywords searchedNavigational paths ?
    70. 70. Now you’re on the way to seeing a more complete picture
    71. 71. and getting actionable insights
    72. 72. Segmentation is the path to insights
    73. 73. Absolute numbers that represent one data point
    74. 74. Look beyond the numbers
    75. 75. Many just look at the numbers
    76. 76. in the aggregate...
    77. 77. All they’ll see is the big picture...
    78. 78. 1 million page views this month “ ”
    79. 79. They spend 5 minutes on our site “
    80. 80. 200,000 visitors this month“ ”
    81. 81. But they’re missing the point
    82. 82. 200,000 visitors
    83. 83. Is that good or bad?
    84. 84. Depends on where they went what they did and how they got there
    85. 85. “200,000 visitors last month… Segmentation lets you understand interesting things
    86. 86. “200,000 visitors last month… 48% came from Organic Search Segmentation lets you understand interesting things
    87. 87. “200,000 visitors last month… 48% came from Organic Search of which 38% looked at courses for around 5 mins (but only 54% of Organic Search traffic was Domestic) Segmentation lets you understand interesting things
    88. 88. “200,000 visitors last month… 48% came from Organic Search of which 38% looked at courses for around 5 mins (but only 54% of Organic Search traffic was Domestic) 2% of traffic came from other University sites 10% came from other websites that link to us Segmentation lets you understand interesting things
    89. 89. “200,000 visitors last month… 48% came from Organic Search of which 38% looked at courses for around 5 mins (but only 54% of Organic Search traffic was Domestic) 2% of traffic came from other University sites 10% came from other websites that link to us Search traffic also accounted for 44% of our leads and 31% of our application submissions” Segmentation lets you understand interesting things
    90. 90. All measures have deeper insights
    91. 91. They’re
    92. 92. To get over their shyness
    93. 93. Segment them
    94. 94. Country Region Traffic SourceUser type Mobile Natural Search Paid Search Section of Interest New vs. Repeat Time Spent Social Media Campaign Display Internal Search Browser type Staff Student Example segments:
    95. 95. Segments must be: Measurable and identifiable Accessible and actionable Large enough to be profitable
    96. 96. Courses Section : 1.67m page views Segmentation example Pretty boring and largely useless…
    97. 97. Courses Section : 1.67m page views New / Repeat PVs : 837k / 618k = sort of an insight Segment by First vs. Repeat user = boring and useless
    98. 98. Courses Section : 1.67m page views New / Repeat PVs : 837k / 618k = not much betterFrom Google : 285k / 217k = sort of an insight Segment by Organic Google Australia = boring and useless
    99. 99. Courses Section : 1.67m page views New / Repeat PVs : 837k / 618k = not much betterFrom Google : 285k / 217k = insight1st Time engagement : 1-5 mins = sort of an insight = insightLoyal engagement : 30-60 mins Segment by Time Spent = boring and useless
    100. 100. Measurable and identifiable Accessible and actionable Large enough to be profitable = usable
    101. 101. A usable insight Cross-promote content to First Time Course Visitors from Search to try to raise engagement
    102. 102. Course interest geographically segmented
    103. 103. Course interest geographically segmented
    104. 104. Course interest geographically segmented
    105. 105. Course interest segmented by country
    106. 106. Staff search habits
    107. 107. Staff spend 208 seconds per search request
    108. 108. Staff spend 208 seconds per search request 125,000 searches/year
    109. 109. Staff spend 208 seconds per search request 125,000 searches/year 7,200 hours/year or 960 workdays
    110. 110. Staff spend 208 seconds per search request 125,000 searches/year 7,200 hours/year or 960 workdays @ $40/hr = $289,000 cost
    111. 111. Measurable and identifiable Accessible and actionable Large enough to be profitable = insight Staff search habits
    112. 112. Onsite Search Insight: We can reduce downtime through Search optimisation Through their searches, they’ve told us, now help them out... “search as you type” reduces search time
    113. 113. Segmentation allows you to optimise your site
    114. 114. which leads to a better more relevant User Experience
    115. 115. and relevance yields greater conversion
    116. 116. So, no more Top Pages Reports
    117. 117. How about… Top Pages by Search or Top Pages by Social Media
    118. 118. Are you listening?
    119. 119. Because they’re talking about you
    120. 120. And what they’re saying matters
    121. 121. A lot
    122. 122. At the very least use
    123. 123. Social Media Measurement http://www.ithnk.com/2010/07/13/10-social-media-monitoring-tools-services-that-are-worth-a-closer/
    124. 124. Chatter and sentiment about your brand
    125. 125. And your competition…
    126. 126. Really unhappy Tweetdeck
    127. 127. Really unhappy Really, really unhappy Tweetdeck
    128. 128. Really unhappy Really, really unhappy We get in contact Tweetdeck
    129. 129. Really unhappy Really, really unhappy We get in contact Getting happier Tweetdeck
    130. 130. Really unhappy Really, really unhappy We get in contact Getting happier Now we’re all happy Tweetdeck
    131. 131. Really happy 1,258 followers If she remained unhappy she not only damages our brand
    132. 132. She can damage our revenue
    133. 133. She’s our target audience Her 1,258 followers are our target audience
    134. 134. If 10% of her followers were considering Murdoch = 125 people
    135. 135. If she negatively influenced 10% of those 125 that’s 12 people who might no longer consider Murdoch
    136. 136. 12 people is about $450k over 3 years (not to mention reputation)
    137. 137. Cost to save : $15,000/yr
    138. 138. Cost to save : $15,000/yr Monitoring Tools: $9,000/yr Tweetdeck: Free One social butterfly: $6,000/yr ROI: 2,900%
    139. 139. Cost to save : $15,000/yr Monitoring Tools: $9,000/yr Tweetdeck: Free One social butterfly: $6,000/yr ROI: 2,900% And our social butterfly soothed at least 5 twitter-tantrums in the last 6 months.
    140. 140. Some marketers
    141. 141. Use
    142. 142. to understand success
    143. 143. A smaller percentage of marketers
    144. 144. Use Visits or Visitors
    145. 145. Or even bounce rates
    146. 146. An even smaller group
    147. 147. Look at conversion rates by campaign
    148. 148. But they’re all short term measures
    149. 149. which is like declaring success
    150. 150. after a one night stand
    151. 151. I reserve the best
    152. 152. For marketers that understand not only Customer Value
    153. 153. but ROI by Channel and Segment
    154. 154. That means understanding the customer value
    155. 155. and the acquisition costs by channel and segment
    156. 156. from the top of funnel
    157. 157. to the bottom (and beyond)
    158. 158. Customer Value - Do you know it? Value of a Lead Leads Started Visitors to XVisitors Applications Started Applications Submitted Offers made Acceptances Enrolments Year 1 Completions Year 2 Completions Year 3 Completions CustomerValue
    159. 159. Customer / Channel ROI - Do you know it? Value of a Lead Leads Started Visitors to XVisitors Applications Started Applications Submitted Offers made Acceptances Enrolments Year 1 Completions Year 2 Completions Year 3 Completions CustomerValue Search Traffic Channel Costs
    160. 160. Customer / Channel / Segment ROI - Do you know it? Value of a Lead Leads Started Visitors to XVisitors Applications Started Applications Submitted Offers made Acceptances Enrolments Year 1 Completions Year 2 Completions Year 3 Completions CustomerValue Search Traffic New Repeat Channel Costs by segment of channel
    161. 161. Customer / Channel / Segment ROI - Do you know it?
    162. 162. Measurable and identifiable Accessible and actionable Large enough to be profitable = insight Channel Segment ROI
    163. 163. Having that information at the very least, gives you the opportunity to act
    164. 164. Acquiring new prospects isn’t getting any easier
    165. 165. Marketing budgets are getting smaller
    166. 166. But we’re still asked for the same (or more) results
    167. 167. To be truly successful, we need to understand the true value and return by segment
    168. 168. So we can optimise our marketing dollars.
    169. 169. It’s tough enough to get budget for web analytics
    170. 170. and focusing on just a small % of visits makes it hard to get the elephant out of the corner
    171. 171. It can help you understand user behaviour
    172. 172. and through segmentation you can
    173. 173. replace “I think” with “I know”
    174. 174. http://www.elephantsandanalytics.com.au Shameless plug
    175. 175. Tim Elleston senior manager – Digital Media
    176. 176. Any questions?

    ×