The document discusses the importance of analytics in measuring business outcomes, emphasizing that data collection should drive actionable insights for conversion and retention strategies. It introduces a framework for measuring return on investment (ROI) and performance metrics to enhance customer engagement and increase business value. Various approaches and tools for data segmentation, performance dashboards, and measurement maturity are outlined to help organizations utilize data as a competitive advantage.

1. Information Overload: Outcome Driven Analytics August 19, 2010 Chae J. Pak [email_address] Matthew Wood [email_address] © 2010, Tavant Technologies, Tavant4Pak.com

2. AGENDA Overview Data and Data Collection Measurement Framework and ROI Conversion and Retention Focus

3. Tavant 4 Pak – Webinar Series Who am I: +15 years experience Advised over 13 Fortune 500 clients: Cisco, BofA, Intel, UHG, etc. 2 consecutive JD Powers brand website design MWES Study recognition M.S. degree InfoMgmt Principal @ RowHouse Author of Me Paradox: Gain the Social Media Advantage for all Things Career Chae Pak Digital Strategist Selected as one of the World's Top 25 Unsung Innovative Companies by BusinessWeek Selected as one of the Best IT Employers by DQ-IDC three years in a row and a Great Place To Work in India Recognized as a Top 50 Mortgage Technology Provider Chosen as one of the Hot 500 fastest growing companies in America by Entrepreneur magazine Selected as one of the Top 20 IT services companies by Silicon India ISO 27001, CMMI Level 4, SAS 70 Type II, Microsoft Certified Gold Partner

4. Why Analytics Measurement is a critical management function Tough nut to crack: lots of info, but not actionable Sets the stage for the remaining webinars Current Economic Disposition – costs are easier to understand and calculate than indirect business benefit Answers: where to start and what will give you the biggest gain? Conversion or Retention (connection)

5. Current State Source: Web Analytics Association Industry Outlook Survey 2010 What will be your top Web analytics initiatives in 2010?

6. AGENDA Overview Data and Data Collection Measurement Framework and ROI Conversion and Retention Focus

7. Data is a competitive advantage Data discovery Text search is just the beginning Data visualization Make it easily consumable Data filtering Make the good float to the top Data augmentation Information provenance and correlation Data sharing Allow others to mix and match Data integration Make difficult for others to copy you How do I make data a competitive advantage?

8. Data Collection Software and Services

9. Monitoring Vendor Comparison

10. Monitoring Vendor Comparison Source: The Forrester Wave™: Listening Platforms, Q1 2009

11. If you want to stay connected

12. Measurement Maturity Scale 0 Money Time Novice Amateur Expert Master Identify KPIs Benchmark Competitors No Segmentation Test multiple landing pages and ads Buyer Funnel Analysis Preference Segmentation Systematic testing of online activities Compelling and effective ‘call to actions’ A/B multivariate testing Online Surveys Customer engagement segmentation Structured approach to improving conversion Align keywords, landing pages, and ‘call to actions’ Multi-channel customer experience Event-triggered email or contact Behavioral/ Psychological segmentation

13. M-Scale: Novice - Monitor traffic directly - Tells you exactly what people did on your site 0 Money Time Novice Amateur Expert Master Identify KPIs Benchmark Competitors No Segmentation Test multiple landing pages and ads Buyer Funnel Analysis Preference Segmentation Systematic testing of online activities Compelling and effective ‘call to actions’ A/B multivariate testing Online Surveys Customer engagement segmentation Structured approach to improving conversion Align keywords, landing pages, and ‘call to actions’ Multi-channel customer experience Event-triggered email or contact Behavioral/ Psychological segmentation Amateur Expert Master Amateur Expert

14. M-Scale: Amateur – Monitor the same group of people across the internet – Extrapolate the size of your audience – Tell you a great deal about characteristics of your audience and how you rank compared to other sites 0 Money Time Novice Amateur Expert Master Identify KPIs Benchmark Competitors No Segmentation Test multiple landing pages and ads Buyer Funnel Analysis Preference Segmentation Systematic testing of online activities Compelling and effective ‘call to actions’ A/B multivariate testing Online Surveys Customer engagement segmentation Structured approach to improving conversion Align keywords, landing pages, and ‘call to actions’ Multi-channel customer experience Event-triggered email or contact Behavioral/ Psychological segmentation Amateur Expert Master Amateur Expert

15. M-Scale: Expert Survey – Get detailed responses from a select group of invitees, based on business rules Feedback Widget – Get quick feedback and short survey responses from self-selected group – End user submit ideas –how to make your site better Product Reviews – E-Commerce specific – Find out what people think of the products you’re selling; allow shoppers to read reviews from other shoppers, even if they didn’t shop on your site – Especially valuable for product manufacturers Survey Widgets Reviews 0 Money Time Novice Amateur Expert Master Identify KPIs Benchmark Competitors No Segmentation Test multiple landing pages and ads Buyer Funnel Analysis Preference Segmentation Systematic testing of online activities Compelling and effective ‘call to actions’ A/B multivariate testing Online Surveys Customer engagement segmentation Structured approach to improving conversion Align keywords, landing pages, and ‘call to actions’ Multi-channel customer experience Event-triggered email or contact Behavioral/ Psychological segmentation Amateur Expert Master Amateur Expert

16. M-Scale: Master Listening to what your community of customers, users & critics is saying about you “out in the wild.” - Engaging in the community, and measuring your influence within the community 0 Money Time Novice Amateur Expert Master Identify KPIs Benchmark Competitors No Segmentation Test multiple landing pages and ads Buyer Funnel Analysis Preference Segmentation Systematic testing of online activities Compelling and effective ‘call to actions’ A/B multivariate testing Online Surveys Customer engagement segmentation Structured approach to improving conversion Align keywords, landing pages, and ‘call to actions’ Multi-channel customer experience Event-triggered email or contact Behavioral/ Psychological segmentation Amateur Expert Master Amateur Expert

17. AGENDA Overview Data and Data Collection Measurement Framework and ROI Conversion and Retention Focus

18. Measurement Framework Market insights Customer (inc searches) Competitors Intermediaries Summary performance dashboards Web analytics & optimization Traffic Engagement Value Brand Searches Conversations Engagement Health Commercial Sales Customers Finance Digital marketing management system Intelligent alerting and diagnosis

19. Digital Marketing System Business Model (per activity) - How does your activity convert into value Behavior Goals - Specific behaviors that contribute value directly or lead to value within the business model Measures of success - How you quantify achievement of a specific behavior goal online Market insights Customer (inc searches) Competitors Intermediaries Summary performance dashboards Web analytics & optimization Traffic Engagement Value Brand Searches Conversations Engagement Health Commercial Sales Customers Finance Digital marketing management system Intelligent alerting and diagnosis

20. Business Models - Samples

21. Behavioral Goals Land on Site View Product Add to Cart Buy Use the Engagement Model Approach

22. Behavioral Goals Source: Greater Returns, Aaron Gray 2010

23. Behavioral Goals Land on Site Browse Services Download Datasheet Contact Business Model feeds into the Behavioral Goals. i.e. lead generation

24. Measures of Success Reviews and rankings Sales professionalism, reviews and pricing Customer service Initial response Quality of response Transparency of communication Search Advertising Website appearance Microsite or landing page

25. Develop the Scorecard before ROI Source: Greater Returns, Aaron Gray 2010

26. Digital Channel ROI Awareness Leads Sales Loyalty + Outside insight & Innovation Total Value: Hard Dollars Soft Dollars $ $

27. AGENDA Overview Data and Data Collection Measurement Framework and ROI Conversion and Retention Focus

28. Conversion-focused Reach – Reach prospects and customers via search engines and brand communications on publisher, social network and other partner sites Engage – Engage through relevant quality content mainly on your site, but also content syndicated to partner sites Activate – Convert engagement into business value – generate leads and sales Nurture – Build relationships throughout the customer lifecycle through online direct messaging (Email, Blogs, RSS Feeds and SMS messaging) and community content REAN framework Source: Steve Jackson, Cult of Analytics

29. What you could do better at: X

30. Conversion or Retention KPIs Sample “Activate” KPIs Online sales (and abandonment rate) Qualified sales leads Contact requests Brand engagement activity success rate Online tool conversion (for example to job application tool) Self service (downloads etc) Content referrals, comments, votes Sample “Nurture” KPIs Cross sales (sales to an existing registered visitor) Customer referrals on public web (unsolicited) Registration to receive “Push communication” such as newsletter, RSS or mobile Online community activity Extranet visit, visitor and duration KPIs Lead conversion KPIs(sales funnel) Knowledge sharing and collaboration

31. Customized Alerts

32. 1. Segmentation by Referrer / Traffic source: Paid Natural Paid and natural brand and non-brand By number of keywords – 2,3,4 Social media 2. Segmentation by Visitor Type New visitor Returning visitor Registered visitor Customer 3. Segmentation by Engagement 5 pages, <3 pages 4. Segmentation by Content Viewed Key landing page Product page Checkout complete Folders for large organisation Segmentation 5. Segmentation by Landing Page Type 6. Segmentation by Event: Conversion goal types and E-commerce 7. Segmentation by Platform (less important unless you are focused on mobile usage) Browser Screen resolution Mobile platforms 8. Segmentation by Location or Geography Main markets: US FIGS Asia Segmentation Segmentation Source: Smart Insights, Dave Chaffey 2010

33. Custom Report Types 1. Time reporting . Use a dimension of week/month to compare performance over time more easily 2. Value reporting . Repeat the value of different contributors: Keywords Landing pages Product categories Countries 3. Role-based reporting . Setup different tabs for different types of people or marketing activity Source: Smart Insights, Dave Chaffey 2010

34. QUESTIONS?