This document presents a visit score recipe developed by John Glinski at Vanguard to measure the success and ROI of a company's B2B web experience. It describes developing an engagement score by tracking key metrics like logins, tool usage, article views, and lead forms to quantify user engagement. The steps include determining key actions and success goals with stakeholders, mapping out the logic, implementing tracking in Adobe, analyzing results, and sharing recommendations. Examples of implementation for different departments like marketing, sales, IT are provided. The process is meant to test solutions, improve based on data, and continuously measure progress.

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

4. Is there a solution?

5. The Concept
Converting a qualitative need…
…to a quantitative
solution

6. Engagement Score Inputs
ENGAGEMENT SCORE
LOGIN TOOLS USED ARTICLES
LEAD FORMS SHARES

7. Advisor Engagement
A Case Study

8. No organization is exactly the same
People
ProcessTechnology

9. ADVERTISING
I.T.
MARKETING
SALES
BUSINESS
DEVELOPMENT
CUSTOMER
SERVICE
CONTENT
FRAUD
DESIGN
OPERATIONS
…and different needs have different KPIs
Different departments have different
needs…

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

16. Where do we go
from here?

17. Engagement Scoring – Scoring Customer Engagement
A + B + C = Engagement Score
B1+B2+B3+B4+B5
OnlineActivity Score
A1+A2+A3+A4+A5
Cash Flow ActivityScore
C1+C2+C3+C4+C5
Big Data Solution

18. TEST
IMPROVE
MEASURE
The (ideal) process

19. Treat analytics as a religion
Get big wins early
Prepare yourself for resistance
You’re not in last place
What we learned