Case Study: Analytics at CMC Markets: from measuring clicks to driving business

1. Case Study: Analytics at CMC Markets:
from measuring clicks to
driving business…
CMC Markets
John Sinke
Regional Marketing Manager, Asia
Adtech Singapore 2012 Econsultancy.com and CMC Markets | 1

2. Online Financial Services…Shares, Forex,
indices and more
Adtech Singapore 2012 Econsultancy.com and CMC Markets | 2

3. This is where our journey started…
Picture of old
CMC Markets
Website (2010)
Adtech Singapore 2012 Econsultancy.com and CMC Markets | 3

4. In reality our website looked more like this…
Adtech Singapore 2012 Econsultancy.com and CMC Markets | 4

5. We were facing massive analytical challenges…
• Google Analytics not present on all sites
• No consistent set up and reporting
• Few marketers were able to use Omniture / Webtrends
• Webtrends offered limited added value compared to Google Analytics
• Different channel analytics: Eyeblaster, Web Antenna, DGM, MediaMind…
• Not only by country, also by channel!
• Resistance from agencies and local teams…
Adtech Singapore 2012 Econsultancy.com and CMC Markets | 5

6. And we were double counting…
PPC Click Display Click Purchase
Google Bloomberg SEO
1 Sale
Google Bloomberg SEO
Adtech Singapore 2012 Econsultancy.com and CMC Markets | 6

7. Fixing the basics first…
Web Analytics & Campaign Tracking
•Google Analytics (GA): Web Analytics and Campaign Tracking
• Visibility or measurability of customer interaction on our sites
• Conversion is primary measure
• Web analytics is key tool for conversion optimisation
•Full technical audit of our Google Analytics implementation
• Restructuring and redelivery of our Google Analytics accounts and code
• Correct and consistent measures implemented across portfolio
• Linking Google Analytics and Google AdWords
Adtech Singapore 2012 Econsultancy.com and CMC Markets | 7

8. Why Google Analytics?
• Powerful enough for detailed analysis and segmentation
• Allows different goals to be tracked (e.g. Live Account, Demo Account, Seminar Sign-Up)
• Simple to use and insightful for any marketer (or CEO for that matter!)
Adtech Singapore 2012 Econsultancy.com and CMC Markets | 8

9. Fixing the basics first… Channel Analytics
• Solution – single channel
analytics provider with ad
serving
• Providing single view across
all marketing levers -
de-duplicated and fully
inclusive of marketing costs
• Providing segmentation and
retargeting capabilities on
and off site
Adtech Singapore 2012 Econsultancy.com and CMC Markets | 9

10. Now onto the more exciting stuff….
Attribution modeling
Affiliates Display Email SEO PPC
$0 $0 $0 $0 $200
$60 $20 $20 $20 $80
Adtech Singapore 2012 Econsultancy.com and CMC Markets | 10

11. Understanding how quickly we recoup
our marketing spend…
Life time value
• How do we acquire valuable leads • Target high value client acquisition channels
• Map marketing with trading data • By linking Conversion to Live Account
• Increase / decrease spend accordingly • Building “look back” models
Adtech Singapore 2012 Econsultancy.com and CMC Markets | 11

12. This is where we are now…
Adtech Singapore 2012 Econsultancy.com and CMC Markets | 12

13. Create a full customer Live Time Value view…
driving business
Channel Analytics (Adform)
Online media
Web Analytics (Google Analytics)
PPC
Browsing & Product
Demo application
Lead generation
Affiliates
Live Application
Landing page
Organic (SEO) Pega
/
CRM BIS
Direct
eDM
LTV data back into
Channel analytics. Clicks, acquisition strategy
conversion, cost, click path, de- GA provides web site level conversion data. Site performance, page
to improve sales pipe
duplication, adserving conversion, last click sales data, visits, page flows, funnel reporting
Adtech Singapore 2012 Econsultancy.com and CMC Markets | 13

14. Towards an online dashboard…
Media Plans
Adtech Singapore 2012 Econsultancy.com and CMC Markets | 14

15. Analytics is painful…
Some of the challenges…
Resistance
with
Naming agencies
conventions
Training
Cross
Staff &
domain
Agencies
Mapping
Advertising
networks
Sub Data
domain Integration
Technology
Adtech Singapore 2012 Econsultancy.com and CMC Markets | 15

16. Special thanks to:
Wil Lynch and Damien Clothier at CMC Markets UK
Adtech Singapore 2012 Econsultancy.com and CMC Markets | 16