The document discusses the evolution of web analytics towards Analytics 2.0, emphasizing the need for relevant data presentation to address business objectives effectively. It outlines the importance of tracking various business metrics and understanding customer feedback to drive change and improve decision-making. Additionally, it highlights trends in digital marketing expenditures and underscores the significance of competitive intelligence in navigating economic challenges.

1. PixelMEDIA
Web Analytics, Multiplicity, & Synergy
© 2015 PixelMEDIA
Jonathan B. O’Donnell
Director of Digital Marketing

2. What is Analytics 2.0?
“It’s about pulling and presenting only the relevant data from multiple
sources to provide insights and solve for business objectives – quicker”
- Jonathan O’Donnell

3. Hits, uniques, data in
aggregate, is OUT
© 2015 PixelMEDIA 3
Acquisition, behaviors,
outcomes, are IN!

4. The Take Away
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- Plan to measure (DMMM)
- Track everything
- Focus on the big picture
- Simplify the Rx

5. Then
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In the
beginning…
Lots of data
Little insight
Clickstream
data is only
what happened,
not why and
how…
Kaushik.net

6. Now
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Now…
Web
Analytics 2.0
Is
Full
Spectrum
Analysis
Kaushik.net

7. The Power of Tools!
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Clickstream
Multiple Outcomes
Testing & VOC
Competitive
Intelligence
Research &
Benchmarks

8. Capabilities of Analytics 2.0
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• Action Orientated
• Line of Sight to Business
• Campaign Specific Tracking
• Internal Hypothesis Verification
Allows you to Fail Faster!
Drive change quicker with focused data feeback.

9. Why Analytics is Important
“Try not to become a man of success. Rather become a man of value.”
- Albert Einstein

10. Why
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Future Growth
“Digital will make up
40.8% of total out-of-home
(OOH) ad spending in
2015, up from 38.1% in
2014. By 2018, DOOH will
capture 53.0% of total
OOH ad spending in the
US, or $4.08 billion.”
- eMarketer

11. Why
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Future Growth
“…83%, believed that it
would be very important
for marketers to know how
to make data-informed
decisions to respond to
such disruptions to their
jobs.”
- eMarketer

12. Why
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Google Trends

13. Data Analysis
“The problem is we are obsessed with data
and not about the business”
- Avinash Kaushik

14. How
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Digital Marketing Measurement Model
G
o
a
l
s
Objectives Goals KPIs Targets
Brand Reach
Increase
exposure with
earned media
Amount of
conversion to
promotions
6%
Participation
Increased
Downloads,
Submissions,
RSS signup, etc.
Amount of each
engagement
50k/yr
Increase
Revenue
Up sell, Cross
sell
Average order
value
$85

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18. Experimentation and Testing
“I found out what makes people tick…I did a lot of research…”
- David Ogilvy

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A/B and Multivariate Testing

20. © 2015 PixelMEDIA 20
Internal Hypothesis Verification –AdvancedSegments

21. Voice of Customer
92% of top performing companies surveyed stated “Increase in
customer satisfaction” was the number one reason they
implemented customer feeback.
- Gleanster Report

22. The 4 Greatest VOC Questions
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1. How would you rate your site experience? (Customer Satisfaction Rate)
2. Primary purpose of your visit? (Primary Purpose)
3. Were you able to complete your task today? (Task Completion Rate)
4. If not, why not? (Customer Feedback)

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24. Competitive Intelligence
“75 percent of the respondents saw the need for CI to increase
during a global economic downturn.”
- Global Intelligence Alliance

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SpyFu

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Raven Tools
Competitive Intelligence

27. Campaign Tracking
Multi-channel Analytics
"Digital will make up 40.8% of total out-of-home (OOH) ad spending in
2015, up from 38.1% in 2014. 53% by 2018"
- eMarketer

28. Tracking Online Marketing
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29. Tracking
Online
Marketing
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32. Tracking
Offline
Marketing
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33. Considerations for using WebAnalytics 2.0
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• How are we tracking success?
• Are we making $?
• Are my Calls to Action line of site with bus. objectives?
• What are my competitors doing?
• Are we tracking our offline marketing?
• How can I prove my hypothesis?

34. Additional Resources
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Experts
• Occam's Razor – Avinash Kaushik’s blog. Everything to do with analytics and then some.
• Measuring Success – Brian Clifton’s blog – Very technical insight into Google Analytics implementations.
• Analytics Talk – Justin Cutroni’s blog. More GA focused and technical in nature.
• Market Motive – An excellent source of timely and relevant marking insight and training.
• Analysis Exchange – A not-for-profit that provides Analytic support to non-profits and training to Analysts.
Articles
• 2015 State of Analytics – Salesforce
• Digital Marketing Measurement Model – Avinash Kaushik
• Why Data Analytics Is the Future of Everything - Bloomberg
• Marketing Campaign Tracking, Show your boss who’s the boss – Jonathan O’Donnell

35. Thank you!
Jonathan O’Donnell
@ODSays
@PixelMEDIA
PixelMEDIA.com
PixelMEDIACompass.com