The document discusses how businesses can better utilize and profit from their data. It covers analyzing data from online and offline sources to gain insights. Specific areas discussed include using web analytics, social media monitoring, email marketing data and running multivariate tests. The goal is to understand customer behavior and priorities to improve marketing efforts and business performance. Regular data collection and analysis is recommended to inform strategic decisions.

1. Milk that Data
How to best u1lise and profit from
your business data

2. Show of hands…
How many people here are happy
with the amount of data they have
on their customers?

3. Show of hands…
How many people ac1vely collect
data, analyse and implement findings
on a regular basis?

4. Show of hands…
Out of those how many people have
a full 1me member of staff analysing
or responsible data? E.g Analyst

5. What’s going to be covered?
• Why Data?
• What data have I got?
• How can this help my business?
• Milk that Data
• Understanding the Data collected
• How to report & priori1se
• Some tools to help

6. Why Data?
• Data isn’t just the past it’s also future
• It’s not opinion, its factual
• Shows trends and insight both posi1ve and
nega1ve to your business/industry
• Helps make informed decisions on how to
spend 1me and effort and in which priority
• Customers are individuals treat them that
way…Target

7. Interes1ng Stats.
• 68% of UK marketers deliver mul1channel marke1ng messages based on customer
segments, but only 35% actually know which channels their customers prefer
• Only 22% of companies say they have a company‐wide strategy for collec1ng and integra1ng
data analysis with business objec1ves, while almost two‐thirds (63%) say they are working on
this. Some 15% do not have a strategy in place for this at all
• 70% of companies have at least one person directly responsible for improving conversion, up
from 60% in 2009. The propor1on of companies that have more than one person in place has
significantly increased in the last year, from 20% to 37%
• 84% of organisa1ons of the 23% of companies who incen1vised staff based on improving
conversion have improved conversion in last 12 months compared with an average expected
76%

8. Grazing for Data

9. Grazing for Data
• Online
– Analy1cs
– Order / Customer History
– Online Marke1ng
• Search (SEO, PPC)
• Social
• Email
• MVT
• Offline
– ERP / Back Office / Financial Systems
– POS
– Call Centre
– Direct Marke1ng
– Foohall

10. Online Data, How can it help?
• Conversion Rate
• Cost Per Visitor (CPV)
• Average Order Values
• New Visitor %
• Ra1o New Vs Returning Visitors
• S1ckiness
• Life Time Value
• Effec1ve on offline sales
• Conversion Analysis
• New Account Signups

11. So let’s milk it…
Today we’ll cover:
• Web Analy1cs
• Social Media
• Email Marke1ng
• Mul1 Variate Tes1ng

12. Web Analy1cs

13. Web Analy1cs
• 29% of companies using Google Analy1cs exclusively are unsure if their
installa1on of Google Analy1cs is properly configured. Of those that don’t
use Google Analy1cs exclusively, only 61% think their installa1on is
correctly configured
• 87.3% of UK consumers spend at least 24 hours researching a purchase of
over £200. Comparably only 6 minutes is spent on retailer product pages
• In the UK £5.3Bn was spent online during May 2011, a year‐on‐year
increase of 18%
• 4pm Wednesday ‘is peak‐1me for workplace shopping’. The largest
shopping rush comes when employees are celebra1ng the ‘hump’
of the week seeing a 75% increase of Shopping

14. Web Analy1cs – Key set‐ups
• Ensure you have eCommerce tracking
• Set‐up funnel conversions through important
milestone pages
• Use ‘Campaign Tracking’
• Use ‘Event Tracking’

15. Web Analy1cs – Things to remember
• Address your main KPIs
• Not everyone is interested in the same data.
Create bespoke reports
• Customise your dashboards for easy analysis
• React and build upon findings

16. Social Media

17. Social Media
• In the UK Facebook accounted for more than 53% of internet
visits during June 2011
• Only 7% of marketers are measuring the impact of social
media and genera1ng ROI
• Social networks increase traffic sent to online retailers by 13%
• 68% of UK marketers deliver mul1channel marke1ng messages
based on customer segments, but only 35% actually know
which channels their customers prefer

18. Social Media – Key set‐ups for Facebook
• Customise your Facebook page to increase
‘likes’
• Add social bupons to your site e.g. share to
broaden your brand’s reach
• Use compe11ons to increase your following &
iden1fy loyal customers
• Create mul1ple pages of relevant content
• Use Apps to enrich the fan offering

19. Social Media – Key set‐ups for Twiper
• Use 3rd party tools to Manage & short urls to measure:
– Re‐tweets
– Men1ons
– Unsubscribes
• Personalise your presence
• Create short, punchy tweets so it makes re‐twee1ng easy
without the need for edi1ng
• Ensure your measuring your followers, Klout score and
unfollows.
• Track your top key phrases

20. Social Media – Key set‐ups for YouTube
• Brand your presence
• Op1mise your submission for search relevancy
• Make your video engaging and professional
• Ensure your visibility serngs are correct

21. Social Media – Key set‐ups for Blogs
• Keep content fresh
• Op1mise for search
• Set as a source in your analy1cs
• Monitor your blog as you would your main
site

22. Social Media – Things to remember
• Look at your own or network analy1cs to see
content which engages your customers
• Reply to ques1ons or nega1ve comments
promptly on social networks
• Social Monitoring tools make social life easier
• Resource correctly as it’s public domain and
out of your control

23. Email Marke1ng

24. Email Marke1ng
• 72% of respondents to an Econsultancy survey in early 2011
described email’s ROI as excellent or good. Only organic SEO
scored beper
• In 2011 there has been an increase in Retailers split test
subject lines and content to perfect their campaigns for
maximum response and ROI

25. Email Marke1ng – Key set‐ups
• Personalise and target email content for your
subscribers
• Run split tes1ng
• Synchronise your data
• Track and analyse results
• Integrate with social media

26. Email Marke1ng – Things to remember
• Collect customer emails at every opportunity
• Mix it up – try out different designs to engage
the subscriber
• Find the mailing frequency that’s suits your
customer
• Stay on top of your database and ensure it’s
current and clean

27. MVT

28. MVT Marke1ng
• Only 17% of online marketers are currently using MVT, but
42% intend to use it in order to improve conversion rates
• Of those using MVT, 95% felt it was either highly valuable or
quite valuable in improving conversion rates
• A 30% increase on conversion can be easily achieved with the
use of MVT
• Only 10 – 20% of marketers that would generate great ROI
from MVT are ac1vely using MVT

29. MVT Marke1ng – Key set‐ups
• Don’t just do A/B. Make the most and of tests
and MVT
• Test your landing pages
• Test and target your campaigns to suitable
audiences based on apributes and/or ac1ons
using a combina1on of sta1c and dynamic
criteria

30. MVT Marke1ng – Things to remember
• Monitor the test regularly – it’s not an on‐off
ac1vity
• Pick a tool/service that suits you. Some tools
are free but are limited or take a lot of
resource to manage
• Be open to test anything and everything e.g.
copy, graphics, size colour/posi1on of bupons

31. Key performance indicators

32. Some KPI’s
• Conversion Rate
• Cost Per Visitor
• Average Order Value
• New Visitor Percentage
• Ra1o of New Vs Returning Visitors
• Life Time Value
• Conversion Journey Analysis
• Landing Page S1ckiness
• New Account sign ups
• Added items in basket (and abandonment)
• Effect on Offline Sales

33. I’m milking! But I’m drowning
• Day role doesn’t allow for analysis
• So much data that nothing is done, everything
is a big job
• How to interpret the numbers is another
problem
• What takes priority, so much to do as a
result…

34. Show of hands…
How many people here have heard of
scorecards? In par1cular balanced or
weighted scorecards?

35. Balanced Scorecard
• Kaplan & Norton from Harvard Business School realised that measuring
the health of an organisa1on merely by its financial results was flawed.
Financial results (in par1cular Sales Revenue) tells the story of past events
without providing indicators to the future success of an organisa1on
• They suggested analysing other measures, that should be combined with
the Financial perspec1ve including training, HR, business processes to give
a ‘balanced’ view of an organisa1ons health
• We can apply the same concepts to our online strategy, balancing the
conversion rate with your email address acquisi1on rate, balancing your
online sales with the cost of PPC campaigns, balancing revenues from
affiliates with the number of returns.

36. Balanced Scorecard
• It’s a combina1on of several of your KPIs
• Scorecard needs accurate data
• Balanced Scorecards then need weigh1ng to
priori1se result importance to a business
• Re‐inforces data cannot looked at in isola1on

37. Weigh1ng the Scorecard
• Depending on the importance of the KPI to
the business
• Different roles appreciate different KPIs
• Role of the analyst is the weight these to the
business

38. Scorecard Example
What makes a great customer to a business?
– Friendly, happy and polite ‐ Recep1on
– Someone who places frequent orders – Sales
– Someone who pays on 1me ‐ Finance
– Take part in arranged events & gives
recommenda1ons – CEO

39. Scorecard Example
Top Trumps
• Different cars have different
strengths such as speed. Which are
‘round winning’ individually
• However to increase the likelihood of
winning you’ll need cards which have
many proper1es above average
making it a valuable asset in a game
• Create a Top Trump summary card
for your business which can be
updated frequently as a
health check

40. Balanced Scorecard
• Create an execu1ve dashboard which displays a graphical representa1on
of your KPI’s and we suggest it should be the single access point for
management teams to view the success or see which areas are failing in
your organisa1on
• A single traffic light display can show a weighted representa1on of the
importance of your scores – green is good!

41. Simple Scorecard
Monthly target Actual Light
Page impressions 20,000 30,000

42. Simple Scorecard
Monthly target Actual Light
Page impressions 20,000 30,000
Previous Month 60,000
(month on month)

43. Simple Scorecard
Monthly target Actual Light
Page impressions 20,000 30,000
Last Month 60,000
Conversion Rate 3% 2.5%
Sales Target £10,000 £12,000
Overall

44. Some tools to help

45. Google Analy1cs
• hpp://www.google.com/
analy1cs/
 Custom Reports
 Ecommerce repor1ng
 Track Goals
 Visualisa1on Data
 Integrated with AdWords and
AdSense
 Many more features...

46. Hootesuite
 www.hootesuite.com
 Manage mul1ple accounts
 Analy1cs
 Monitor men1ons
 Build custom reports

47. Clicktale
 www.clicktale.com
 Visitor recordings
 Mouse movement
heatmaps
 Apen1on heatmaps
 Click heatmaps

48. Google Website Op1mizer
• www.google.com/
websiteop1mizer
 Choose the pages and
content to test
 Test these changes with your
visitors
 Learn what changes drive the
most conversions

49. Sitespect
• Maginus is the UK partner
 No tagging or development
needed to integrate the tool
 No need to create en1re
pages, works as a find &
replace.
 Great for complex MVT
 Test and target

50. Feefo
• hpp://www.feefo.com/
 Customer feedback system
 Instant match back to order
feedback
 Promote service based
comments rather than just
product

51. Summary
• Take care of your data ensure it’s accurate
• Learn what works and repeat un1l it doesn’t
• Act on Data and Re‐act on results
• Ensure you give target

52. Thank you!
Contact Details Credits…
• George Ioannou • Econsultancy.com
(For the Sta1s1cs in this presenta1on)
• Email: George@maginus.com
• Tel: 0161 946 3851
• Twiper: @georgeioannou