John Glinski - The B2B Analytics Engine: How Vanguard is Measuring Marketing Success Online
1. Center for Analytics and Insights—Internal use only
DAA Seminar – Visit Score Recipe
Presented by:
John Glinski
Vanguard
2. Who we are
One of the world's largest investment
management companies
Fast Facts
About 280 low-cost traditional funds and ETFs
16 locations worldwide with more than 14,000
crew members
3. “How can we measure success and
demonstrate ROI of our B2B web
experience?”
The Challenge
10. Examples of success goals
BRANDAWARNESS
RESEARCH
EDUCATION
MONEY
ENABLEMENT
BEING
AWESOME
11. Determine key actions on site
Map Out Success Logic
Implement in Adobe
Analyze the Results
Share results & recommendations with business
A Step-by-step guide
12. What are their website goals?
What key actions do they think are
important?
What the ideal user looks like who would
perform this goal?
Determine key actions on site
Met with business stakeholders to answer:
13. Work with engineering to identify best way to
tag key events in Adobe
Create necessary supporting documentation
(Requirements,Tech Specs)
Get Governance buy-in and approvals
Map out success logic
Using results from working sessions with business:
14. Implement in Adobe
Created processing rules based on
Adobe page names
Event will fire every time someone
performs a key action
Create engagement score variable
that will aggregate all events fired
15. Analyze, share, and recommend
3,200
Total Site Visit Score
4.5
Avg. Visit Score
per User
7.5
Avg. Visit Score
per Sales Lead
10.3
5.6
4.4
3.2 2.9
0
2
4
6
8
10
12
Social Media Display Paid Search Email Direct
Avg. Visit Score
by Channel
Campaign Total Visit Score Cost Cost per Engagement
Save More 120 $10,000 $83.33
Index Invest 310 $2,000 $6.45
Bond Balance 190 $4,000 $21.05
Int'l Equity 490 $4,000 $8.16
Money Movers 610 $20,000 $49.18
