Semphonic 2010 Team Vision V1.1


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Where we think the industry needs to go this year.

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  • Brief introShort bioWhere we are located
  • Possible cut? Or combine w 19? Should be doing in 2010?
  • Keep forward looking context 2010.
  • Strategy: Appoint a czar of analyticsCore Infrastructure: Coordinate consistent names across tools.Advanced Infrastructure: Separate data & analytics – then cherry pick!Analytics: Go deeper with the tools you have.Social: Tie social efforts to site success.Mobile: Get married to mobile.
  • Semphonic 2010 Team Vision V1.1

    1. 1. Web Analytics in 2010:<br />What You Need to Know Now<br />Semphonic Management Team<br />February 11, 2010<br />
    2. 2. Semphonic is the world’s largest independent Web analytics consultancy. Founded in 1997, the company has helped leading corporations, government agencies and non-profits achieve measurable improvement in the performance of their web channel. Clients include American Express, Charles Schwab, National Cancer Institute, Nokia, Genentech and Intuit. <br />About Semphonic<br />Portland<br />Boston<br />New York<br />San Francisco<br />Washington, DC<br />
    3. 3. Essential Strategy<br />Core Infrastructure<br />Governance <br />Advanced Infrastructure<br />Warehousing<br />Universal tagging<br />Advanced Analytics<br />Behavioral segmentation<br />Social Media<br />Mobile<br />Today’s Conversations<br />The Semphonic Management Team<br />
    4. 4. Questions you should have tackled in 2009. <br />Is your analysis relevant to business goals and objectives?<br />How do you recruit and train analytics staff?<br />How do you integrate analytics into all business processes?<br />Essential Strategy<br />Greg Dowling<br />Phil Kemelor<br />
    5. 5. What you must do in 2010 to stay competitive.<br />Centralize or coordinate all your web analytics.<br />Integrate your online and offline data.<br />Socialize web analytics within your organization.<br />Essential Strategy<br />
    6. 6. Questions you should have tackled in 2009. <br /> (don’t worry – it is not too late)<br />Are your fundamental web analytic tracking tools deployed?<br />Have you audited the older tools? <br />Have you enabled a content management system?<br />Core Infrastructure<br />Allison Hartsoe<br />Paul Legutko<br />
    7. 7. Governance<br />Core Infrastructure<br />?<br />?<br />Internal Databases<br />Google Analytics, Omniture<br />DoubleClick, PPC Tags<br />Good governance means that every team uses the same tool(s), the same standards, the same variables and metrics. This establishes a culture of web analytics within the organization.<br />
    8. 8. What you must do in 2010 to stay competitive.<br />Move your culture from data silos to integrated data action teams. <br />Create standards to coordinate it all. Same tools, consistent names. <br />Create a culture of consistent analytics speak. <br />Core Infrastructure<br />
    9. 9. Questions you should have tackled in 2009. <br />(There is a Revolution Brewing!)<br />Are you getting what you need from web analytics?If you’re not frustrated, you probably don’t need an Advanced Infrastructure.<br />What do you want that you are not getting?<br />Behavior segmentation and predictive modeling.<br />More focused, more effective web channel.<br />What do you need?<br />A common key for online and offline data.<br />Support for statistical tools.<br />What do you have?<br />Hardware & software<br />Time & expertise<br />Advanced Infrastructure<br />Gary Angel<br />Joel Hadary<br />
    10. 10. What you must do in 2010 to stay competitive.<br />(Separate data collection, storage, and analysis)<br />Data collection – Tags, tags, and more tags or maybe even log files.<br />Getting web data to a database.<br />Tag problems and the many solutions.<br />Data storage issues – physical, logical, & cost<br />Cost options – high & low<br />Do it – Cherry-pick top marketing events<br />If merging on and offline data is not practical, skip it for now.<br />You can get enormous benefits from just online data, if you have an advanced infrastructure.<br />Advanced Infrastructure<br />
    11. 11. Questions you should have tackled in 2009. <br />Why don’t more of your marketing folks seem to understand and use online analytics data?<br />What are the key use-cases on your site – and how can you optimize them?<br />How do you get your analysts to start doing analysis?<br />Advanced Analytics<br />Gary Angel<br />Jesse Gross<br />
    12. 12. Analytic Reporting<br /><ul><li>Simple
    13. 13. Crisp
    14. 14. Accurate
    15. 15. Informative
    16. 16. Appealing</li></ul>Analytic reports allow you to answer a question like ‘Why Traffic Changed’ or ‘What happened to Conversion?’ easily and accurately!<br />
    17. 17. Segment Groupings<br />Researchers<br />Destination Focused<br />Seasonal<br />High-Value<br />
    18. 18. Visitor Segmentation: Variables<br />Cluster 11 (Row 2, Col 5): Snake Eyes<br /><ul><li>Highlights
    19. 19. Only in interested in trips to Las Vegas
    20. 20. Air is high, hotel is high, package is moderate
    21. 21. No seasonal indicators
    22. 22. Fairly flexible about dates</li></ul>Behavioral Segmentation Makes the data Understandable AND Usable<br />
    23. 23. Use Case Example<br />How Important is the Use-Case?<br />What’s the behavioral problem?<br />What to do!<br />
    24. 24. What you must do in 2010 to stay competitive.<br />Go beyond traffic statistics to visitor-level reporting, analytic reporting and behavioral segmentation.<br />Leverage your existing tools to categorize, segment and analyze key use-cases.<br />Take a formal approach to analytics – use case analysis, functionalism, and a roadmap along with mentored training.<br />Advanced Analytics<br />
    25. 25. Questions you should have tackled in 2009. <br />What are the best KPIs?<br />What are the best measurement tools? <br />How should these tools be implemented?<br />Social Media<br />June Dershewitz<br />Gary Angel<br />
    26. 26. What you must do in 2010 to stay competitive.<br />Clearly tie social efforts to site success.<br />Understand social behavioral segments.<br />Integrate social KPIs into management reporting.<br />Social Media<br />
    27. 27. Questions you should have tackled in 2009. <br />Where does mobile fit in your organization?<br />What are the benefits of a mobile offering?<br />What is the ROI of mobile?<br />Mobile<br />June Dershewitz<br />Greg Dowling<br />
    28. 28. What you must do in 2010 to stay competitive.<br />Assess your mobile readiness.<br />Get SMART with your mobile offering.<br />Make a commitment to mobile.<br />Mobile<br />
    29. 29. Appoint a czar of analytics.<br />Coordinate consistent names across tools.<br />Separate data & analytics – then cherry pick!<br />Go deeper with the tools you have.<br />Tie social efforts to site success.<br />Get married to mobile.<br />Final Thoughts<br />
    30. 30. How to Reach Us<br />Phone: 888-517-2171<br />Web:<br />Facebook: search semphonic<br />Twitter: @semphonic<br />Linked In: search semphonic<br />General questions – Gary Angel –<br />Strategy – Phil Kemelor –<br />Core Infrastructure – Allison Hartsoe –<br />Core Infrastructure – Paul Legutko –<br />Advanced Infrastructure - Joel Hadary –<br />Advanced Analytics – Jesse Gross –<br />Social Media - June Dershewitz –<br />Mobile – Greg Dowling –<br />