This document discusses analytics and the use of data to understand website traffic and marketing campaigns. It provides examples of how IBM used targeted direct mail to generate $4.8 million in leads for under $2,000. It also discusses how Chipotle saw a 17% redemption rate on a direct mail offer that outperformed all age groups. The document emphasizes building context around data, asking questions, and taking specific actions based on analytics insights.

1. The
of FEAR
Analytics
Matt Bailey
President, SiteLogic
@MattBaileySays
Friday, April 13, 12

2. Friday, April 13, 12

3. Reports:
- Page Views
- Hits
- Top Pages
- Monthly Visitors
- Time on Site
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4. Friday, April 13, 12

5. IBM
IBM is your “Personal Trainer” email campaign
For less than $2,000, the
campaign provided validated
leads worth $4.8 million
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6. Chipotle
1. Direct Mail offer in Earth-Friendly brown wrapper
2. Offer for a Free Burrito and BOGO free coupons
3. 17% redemption - Outperformed in all age groups
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7. Lost 5% of Market Share
Loss of $500 Million
Now #3 (behind Coke)
Over 80 million votes were registered;
3.5 million "likes" on the Pepsi Facebook;
60,000 Twitter followers.
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8. when data is
SIMPLE
action is
impossible
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9. Visitors
= 200,000
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10. Page Views
= 400,000
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11. Average
Time on Site
= 6:00 min
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12. Analysis
Long-term
Markets forecasts
Closing News Columns
Analysis
Numbers
Tickers
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13. Unique Visitors
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14. Cookies
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15. Visitor Sessions
and again...
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16. Referrals
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17. Bounce Rate
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18. Conversion Rate
$
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19. Friday, April 13, 12

20. Brand Metric Social Equivalent
Reach/Awareness Impressions
Video Views
Consideration Engagement
Installation
Polls
Community Members
Contest Entries
Time Spent
Favorability Pass-along / Share / Forward
“like” / “favorite”
positive blog coverage & comments
Purchase Sales
Loyalty Referrals
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21. Goal
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22. Friday, April 13, 12

23. when data is
COMPLEX
easy
understanding is
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24. 3 C’s of Analytics
Context
Contrast
Comparison
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25. Question-asking
is the single
greatest tool
humans have.
-Neil Postman
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26. BUILD
CONTEXT
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27. Context
tells a
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story

28. Analytics According to Captain Kirk
The “Red Shirt” Phenomenon
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29. Crew of 450
54 total deaths
= 13.7 % mortality rate
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30. 11% - Yellow shirt
9% - Blue shirt
79% - Red shirt
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31. 57.5%
0
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32. Friday, April 13, 12
42.5%

33. 16%
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34. 57% Beaming Down
42% On-Board Mayhem
16% Kirk meets Alien Women
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35. Keyword
Segments
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36. CRM
ecommerce marketing
softwar management
vendor
free simple
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37. more data gives
more
comparison
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38. comparison
shows
relationships
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39. Context
Visitors who searched for: term
Who entered at page: page
Converted at a rate of: x%
Are Worth= $
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40. Segment Acquisition
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41. Determine Causality
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42. Find Intent
Discover Expectancy
Observe Reactions
Analyze Behavior
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43. Blogs & Articles
YouTube
Discussion Forums
Competition
Search
Context
Pinterest
Facebook
Twitter
SocNews
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44. better analysis
provides
specific
action
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45. Content Value
$4.35
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46. Content Value
$1.
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47. Follow the Money
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48. specific actions
results in
profit
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49. 26.67%
12.12%
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50. Value
“Long Tail” Keyword $18.96
Primary Keyword $4.30
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51. Value
$0.18
$6.99
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52. more
Data
makes
better
analysis
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53. Friday, April 13, 12

54. URL Shorteners
from:
http://www.sitelogicmarketing.com/recommended-
products/internet-marketing-anhouraday
customized:
http://bit.ly/imhour
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55. Original Link: http://www.sitelogicmarketing.com/
recommended-products/internet-marketing-anhouraday
Trackable Link:
?utm_source=twitter&
utm_medium=social&
utm_campaign=im-ahad-promo
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56. Friday, April 13, 12

57. Product-XYZ-launch
Book - Launch
Product-XYZ-awards
Book - Promo
Product-XYZ-update
Book - Promo - NYSES
Book - Promo -
Product-XYZ-newbeta Reviews
90
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58. Future of Social
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59. Semantic
Analysis
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60. Multi-Channel
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61. Integration
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62. Attribution
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63. Marketing
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64. http://amzn.to/BaileyIM
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65. Friday, April 13, 12

66. The
of
FEAR
Analytics
Matt Bailey
President, SiteLogic
@MattBaileySays
Matt@SiteLogic.com
Friday, April 13, 12