The document discusses the importance of having a measurement strategy to understand customer behavior and maximize business value. It provides examples of key metrics to measure at different stages of the customer journey, from awareness to usage to performance. Additionally, it presents a framework for developing a measurement roadmap that links business objectives and requirements to priority outcomes, metrics, and customer segments. The framework is intended to help select the right metrics and demonstrate the value of initiatives like email services.

1. Who needs a measurement
strategy anyway?
John D’Arcy
Practice Director, Analytics & Insight

2. We work with…

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4. Exabytes
300
250
200
150
100
50
0
1986 1993 2000 2007

5. Every day we generate
2.5 quintillion bytes of
data
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6. 30 billion pieces of 40% projected growth
£400 to buy a disk
content shared on in global data
drive that can
Facebook every generated per year
store all of the
month vs.
world’s music
5% growth in global IT
spending
140,000–
5 billion mobile 190,000
phones 60% potential increase more data-
in use in 2010 in retailers’ operating savvy
margins possible with managers
big data needed to
take
advantage
90% of the worlds data has
15 out of 17
been collected in the last 2 years
sectors in the United States have
more data stored per company
© Foviance 2011 than the US Library of Congress6

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8. 7 ways to Measure & Understand behaviour
Test A
versus
Test B
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9. Qualitative
The Customer Experience data eco-system
Buzz Monitoring
Qualitative Research
Techniques
Voice of Customer Programmes
3rd party research
Quantitative
Customer Experience Measurement
Web Analytics
Tracking Diagnostic
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11. Awareness Consideration Usage Performance
• Do people • Would they • What are the • When they
know about consider rates at get online
the online going online which they what is their
offering? to purchase? are going experience?
online?
• How does
this link with
other
channels?
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12. A framework will lead to a roadmap to make help you measure:
Business Objective Business Requirement Priority Outcome Measure Segmentation
Hour of day, day of week,
1. Unique Visitors, Visits, month of year
Page views to site
Understand overall activity to site and key content Increase the audience visiting Content Group
1 High
areas. What are peak times of activity for each area? the web site
2. Unique Visitors, Visits,
Page views to home page Homepage version
1. Visits Content groups per visit
The right metrics New versus Returning visitor
Understand the content consumption profiles of Increase understanding of 1. Visit duration, depth
2 visitors to the site. Which channels and services are Medium content consumption of Content Group
consumed by different groups of visitors? visitors to the site
New versus Returning visitor
2. Visit frequency, recency
Content Group
Provide information to 1. Visits to email Content Group
Tell you how to deliver on
demonstrate and support the
To grow audience to To understand how services such as email drive
3 Medium value which the email service
the site and increase audience to channels. What value does this add?
provides to visitor
1 visitor engagement 2. Visit frequency, recency Email versus non-email visits
those metrics
engagement
in order to increase
loyalty and value
1. Video loads Page
What is the impact of video content on audience
Optimise video content on site 2. Video Starts
4 engagement and content consumption? What type of Low
based on visitor consumption Player type
video content drives value?
3. Video progress
4. video completes Video Name
5. Ad starts/completes
Increase understanding of
Who are the visitors to the site and how do they
5 Medium content consumption of
interact with different channels and services?
visitors to the site
How can the homepage and channel content be Content optimised in real-time
6 optimised to capitalise on interest from breaking news Low using performance data from Page views
stories? analytics
7
To understand what content is most popular and what
content should be promoted in order to optimise pages
A prioritisation roadmap to get
Medium
Content optimised to increase
customer satisfaction
8
How can voice of customer programme data be
integrated with website behaviour to understand Low
data sources talking
Integrated reports in
WebTrends to show impact of 1. Mean satisfaction score by
customer satisfaction on visit
impact on engagement and loyalty?
visitor behaviour
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13. 5 Lessons I’ve learnt
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14. 1 Don’t underestimate the
cost of implementation
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15. 2 Dashboards:
recommendations not numbers
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16. 3 Data is naturally dirty
and needs to be cleansed
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17. 4 Employ marketing analysts
not software engineers
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18. 5 Big data is useless without
the art of storytelling
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19. A final thought:
“ The
SEXY JOB JOB
SEXY
in the next 10 years
will be statisticians
Hal Varian Google Chief Economist
”
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20. John D’Arcy
Foviance
john.darcy@foviance.com
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