Digital Analytics Checkup: How to evaluate the impact of your web analytics data

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In our world of “Big Data” and “Omni-Channel Marketing”, how does a successful enterprise evaluate its website analytics data? Traffic may be up, but if it’s not converting, is there something amiss in the traffic, or is it your data integrity? And with the explosion of mobile and social as marketing channels, are your analytics properly integrated? It could be time for a digital analytics check-up. In this webcast, Jim Sterne, Founder of eMetrics Summit and Digital Analytics Association and Jenny Elliott of CrossView, explore which marketing metrics are essential, and how marketers can understand and use this data to maximize return. Find out what you need to measure to better attract, convert, and retain valuable customers.

Digital Analytics Checkup:
How to evaluate the impact of your
web analytics data
Tuesday, August 19, 2014 1:00 EDT, (10:00 PDT)
Speakers:
Jim Sterne, Founder, Digital Analytics Association and eMetrics Summit
Jenny Elliott, Senior Manager of Digital Analytics, CrossView

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Today’s Presenters
Jim Sterne, Founder, Digital Analytics
Association and eMetrics Summit
Jenny Elliott, Senior Manager,
Digital Analytics, CrossView

Digital Analytics Checkup
About Me
Bits & Bytes
Information
Insight
About Big Data
About You

About Big Data
Big Data
Volume
Variety
Velocity
Demographic Data
Psychographic Data
Direct Marketing Metrics
Marketplace Data
CRM & SFA Data
Call Center Data
Web Analytics
Ad Networks
Social Media
Mobile

About Big Data
Big Data MapReduce
Volume
Variety
Velocity
Hadoop

About You
Data Scientist
Insight Consumer
http://www.perceptualedge.com/blog/?p=820

About You
Data Scientist
Insight Consumer
Data Detective
Imagination is more important than knowledge
Albert Einstein

About You
Data Detective
Understand the Raw Material
Understand the Tools
Understand the Problem to be Solved
Understand the Art of Analysis
Understand the Art of Communication

Understand the Raw Material
(Data)
Valid
Credible
Reliable
Consistent
Clean
Unbiased
Defined
Relevant
Correlate-able
Understandable
Complete
Timely

Understand the
Problem to be Solved
The Only Business Goals:
Raise Revenue
Lower Costs
Increase Customer Satisfaction

Understand the Art of Analysis
The most exciting phrase
that heralds new discoveries,
is not Eureka! (I found it)
but: Hmmm, that's funny
- Isaac Asimov

Understand the Art of Analysis
The most exciting phrase
that heralds new discoveries,
is not Eureka! (I found it)
but: Hmmm, that's funny
- Isaac Asimov
Do not use statistics
as a drunken man uses lamp-posts –
for support rather than for
illumination
- Andrew Lang

Understand the Art of Analysis
The most exciting phrase
that heralds new discoveries,
is not Eureka! (I found it)
but: Hmmm, that's funny
- Isaac Asimov
All models are wrong
some models are useful
- George Box
Do not use statistics
as a drunken man uses lamp-posts –
for support rather than for illumination
- Andrew Lang

Understand the Art of Analysis
It’s not about having the best reports
It’s about having the best questions

Understand the Art of
Communication
Tell stories instead of delivering reports
Leave off the sausage making details
Tie everything to the bottom line
Help individuals achieve their goals
Have an opinion

About You
Your opinion is your contribution
^ ^
informed
based on data

Polling question– place holder
If your is data not driving action, what is the most frequent culprit?
> There is just too much data, too much noise to sift through
> Lack of expertise to understand what to do next
> Lack of time, we only have just enough bandwidth to get reports out
each week
> We don't trust the data

Accuracy is Assumed (today only)
I
Accuracy

Tie Visitors to Devices
Available Solutions:
• Device Mapping
• Universal Visitor Cookie
• CRM

Tie Visitors Across Domains
Cross-domain tracking is easier than ever through
your web analytics tool

Tie Visitors Across Touch Points
Advantages of using your Tag Management System to
segment visitors:
• Single source
• Clean data
• Sees the entire ecosystem
• Improved efficiency
“We are witnessing the emergence of the digital data
distribution platform.” Forrester, The Evolution of Tag
Management, June 2013

Final Thoughts
For data collected to drive action, the team must focus on
building a complete picture of each individual visitor

Thank You! Questions?
www.CrossView.com
http://digitalmarketingdepot.com
webcasts@digitalmarketingdepot.com
#DMD

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Digital Analytics Checkup: How to evaluate the impact of your web analytics data

1. Digital Analytics Checkup: How to evaluate the impact of your web analytics data Tuesday, August 19, 2014 1:00 EDT, (10:00 PDT) Speakers: Jim Sterne, Founder, Digital Analytics Association and eMetrics Summit Jenny Elliott, Senior Manager of Digital Analytics, CrossView

2. Turn Off Pop-Up Blockers Technical difficulties? Click on “Help?” link Use Q+A box Submitting questions to speaker Q+A session at end of webcast Use “Ask a Question” box to submit questions Send questions at any time #DMDwc Viewing Tips

3. Today’s Presenters Jim Sterne, Founder, Digital Analytics Association and eMetrics Summit Jenny Elliott, Senior Manager, Digital Analytics, CrossView

4. Digital Analytics Checkup About Me Bits & Bytes Information Insight About Big Data About You

5. About Me

6. About Me

7. About Me

8. About Me

9. Information

10. Information

11. Insight

12. About Big Data

13. About Big Data

14. About Big Data

15. About Big Data Big Data Volume Variety Velocity Demographic Data Psychographic Data Direct Marketing Metrics Marketplace Data CRM & SFA Data Call Center Data Web Analytics Ad Networks Social Media Mobile

16. About Big Data Big Data MapReduce Volume Variety Velocity Hadoop

17. About Big Data Big Data MapReduce Volume Variety Velocity Hadoop

18. About You Data Scientist Insight Consumer http://www.perceptualedge.com/blog/?p=820

19. About You Data Scientist Insight Consumer Data Detective Imagination is more important than knowledge Albert Einstein

20. About You Data Detective Understand the Raw Material Understand the Tools Understand the Problem to be Solved Understand the Art of Analysis Understand the Art of Communication

21. Understand the Raw Material (Data) Valid Credible Reliable Consistent Clean Unbiased Defined Relevant Correlate-able Understandable Complete Timely

22.

23. Understand the Problem to be Solved The Only Business Goals: Raise Revenue Lower Costs Increase Customer Satisfaction

24. Understand the Art of Analysis The most exciting phrase that heralds new discoveries, is not Eureka! (I found it) but: Hmmm, that's funny - Isaac Asimov

25. Understand the Art of Analysis The most exciting phrase that heralds new discoveries, is not Eureka! (I found it) but: Hmmm, that's funny - Isaac Asimov Do not use statistics as a drunken man uses lamp-posts – for support rather than for illumination - Andrew Lang

26. Understand the Art of Analysis The most exciting phrase that heralds new discoveries, is not Eureka! (I found it) but: Hmmm, that's funny - Isaac Asimov All models are wrong some models are useful - George Box Do not use statistics as a drunken man uses lamp-posts – for support rather than for illumination - Andrew Lang

27. Understand the Art of Analysis The most exciting phrase that heralds new discoveries, is not Eureka! (I found it) but: Hmmm, that's funny - Isaac Asimov All models are wrong some models are useful - George Box Do not use statistics as a drunken man uses lamp-posts – for support rather than for illumination - Andrew Lang Correlation is not causation

28. Understand the Art of Analysis It’s not about having the best reports It’s about having the best questions

29. Understand the Art of Communication Tell stories instead of delivering reports Leave off the sausage making details Tie everything to the bottom line Help individuals achieve their goals Have an opinion

30. About You Your opinion is your contribution ^ ^ informed based on data

31. Polling question– place holder If your is data not driving action, what is the most frequent culprit? > There is just too much data, too much noise to sift through > Lack of expertise to understand what to do next > Lack of time, we only have just enough bandwidth to get reports out each week > We don't trust the data

32. What Do We Mean by Impact?

33. Accuracy is Assumed (today only) I Accuracy

34. Let’s Stop Going to the “Well…”

35. Traffic is Up!

36. Or is it…

37. Tie Visitors to Devices Available Solutions: • Device Mapping • Universal Visitor Cookie • CRM

38. Multiple Sites Multiplying Visitors

39. Tie Visitors Across Domains Cross-domain tracking is easier than ever through your web analytics tool

40. Tag Management is the First Step

41. Tie Visitors Across Touch Points Advantages of using your Tag Management System to segment visitors: • Single source • Clean data • Sees the entire ecosystem • Improved efficiency “We are witnessing the emergence of the digital data distribution platform.” Forrester, The Evolution of Tag Management, June 2013

42. Final Thoughts For data collected to drive action, the team must focus on building a complete picture of each individual visitor

43. Thank You! Questions? www.CrossView.com http://digitalmarketingdepot.com webcasts@digitalmarketingdepot.com #DMD

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