weBlend - Web Analytics to improve Digital Marketing efforts
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Web Analytics are powerful tools. They help in understanding consumer behavior and consequently allow to improve your online marketing efforts. Discover current Analytics trends and available solutions.
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weBlend - Web Analytics to improve Digital Marketing efforts
- 1. WEB ANALYTICS TO IMPROVE DIGITAL MARKETING EFFORTS weBlend - Comma | 18 September 2014
- 2. Ingrid Rennoir e Business Intelligence consultant At weBlend – Comma Group More info? Ingrid.rennoir@weblend.be be.linkedin.com/in/ingridrennoir
- 4. Do not be afraid of Web Analytics Love it!
- 5. Internet usage & trends
- 6. Web Analytic & data is becoming a necessity
- 7. Go for « Digital Analytics »
- 8. From Business Intelligence to advanced analytics
- 9. Before Now • Clicks • CTR • CPC • Push • Unique message • Social presence • Conversions • ROI • Consumer life cycle • Dialogue • Personalisation • Social media Marketing
- 10. Functional trends • Data visualisation • Funnel and goals modelling (first and/or last click) • Testing (A/B and multivariate) • Standard and customized reporting • Multichannel attribution for marketing purpose • Benchmarking or competitive intelligence • Tag management • Integrated mobile metrics & social metrics • Real-time • Predictive ability • CMS integration
- 11. Benefits? • A better understanding of user demographics • Optimization of on-site user behaviour • Greater ability to monitor site performance and usability • Increased measurability and marketing effectiveness
- 12. Forrester wave
- 13. The top 3
- 14. • Combines Adobe tools into a single solution • Includes roles-based data access and workflows • 2 versions: Standard and Premium (including Multichannels analytics) • Data collected and analysed at the individual level • Data segmentation can also occur on the cloud-level
- 15. • A module-based platform integrating Unica and Coremetrics • Add-on modules include: • Impression Attribution • Lifecycle • Multisite • Digital Recommendations • Data stored in the cloud
- 16. • Modular platform designed to provide multichannel data collection, analysis, reporting, and campaign optimization or management. • Individually priced tools include: • Analytics • Action Center • Optimize • Streams • Segments
- 17. The challengers
- 18. •Modular platform that offers real-time and customizable analysis of navigation, traffic sources, behaviour, goals, technology, and Geolocation. •Add-on modules available: • SalesTracker • ChannelOptimizer • Observer • BuzzWatcher •All data collected at the individual level
- 19. • Offer sophisticated data analysis and integration capabilities • Universal analytics provide a single, customizable view of customer touch points • Data collected at the individual session and individual hit levels
- 20. • Understand fully how customers interact with your web properties • Target the right customers at the right time • Personalise interactions with individual customers SAS Adaptive Customer Experience include: • SAS for Customer Experience Analytics (CXA) • SAS Customer Experience Targeting (CXT) • SAS Customer Experience Personalisation (CXP) • SAS Marketing Automation (MA)
- 21. How to achieve success thanks to Analytics? 21
- 22. “Define your Analytics approach”
- 23. Measure your Digital Analytics Maturity
- 29. Dashboard
- 32. Questions?
- 33. Thank you! www.weBlend.be Member of Comma Group Ingrid.rennoir@weblend.be 0477/99.41.43 Avenue des Arts 46 B-1000 Brussels (Belgium)
Editor's Notes
- Web analytics consists to measuring, collecting, analysing and reporting of web data. The goal is to understand and optimise web usage to answer as perfect as possible the user needs in order to constantly increase the business performance.
- Digital marketing allows you to track in real time the data behind performance. Thanks to web analytics you can know who is coming to your website, How long they stay, What pages they are entering, How they get in touch with your brand. They are so many thinks that you can learn from a tracking project. You better perform if you know exactly how your target is using your website. Thanks to Web Analytics, you are able to track, measure, and act upon the results of your digital campaigns. So web analytics must definitively be your new best friend.
- Today digital marketing must include the new internet uses and trends (fixed and mobile) : the social networks the rise of web and mobile applications online commerce, Smart TV Gamification the Internet of things (think of Google Glasses) etc. These new things are changing the way we use the Internet and the way we interact with brands.
- The customer journey describes the journey of a user by representing the different touchpoints in which he enters in interaction with the brand. Collect data across all steps of this journey helps to highlight the gaps and opportunities of the experience. Multi-device, cross-channel measurement is now inevitable. Data is becoming an important element that makes the link between user and brand interaction and this to provide users a more relevant and personalised experience. Data help companies to better know and understand the market and the users habits. Analytics has become an important part of how and why online contents need to be taken care of.
- Data must be, or become if it is not yet the case, a central element of your marketing plan. Web Analytics are moving to a more Business Intelligence approach. BI treats a lot of unstructured data to identify and develop new opportunities. Between web analytics and BI we find now “Digital Analytics”, a new niche that answers questions web analytics can not totally answer and BI exceeds basic needs. Thanks to Digital analytics, companies find answers to the basic analytics needs and to the greater expectations of analysts. Today, every company has multiple data sources that work together. The challenge is to synchronise all of these data thanks to API in order to analyse the link between cause and effect and create correlations.
- Another interesting move is the way from BI to Advanced Analytics. It’s for sure the future of Analytics world. A few years ago, company started with an on-site Analytics. Now these companies want a more complex and powerful analytics, which increases levels of segmentation and integration. First phase of this move is the descriptive analytics Objective is to collect past data to report, visualize, and understand WHAT has already happened (after the fact or in real-time) Second phase is the Predictive Analytics Goal is to understand the link between data inputs and outputs and to understand WHY something happened or to predict WHAT will happen in the future across various scenarios Last phase is the Prescriptive Analytics To determine WHICH decision and/or action will produce the most effective result regarding a specific set of objectives and constraints
- Analytics solutions have now new functionalities such as:
- A better understanding of user demographics. Web analytics tools can show you where users come from. You can track the devices, browsers, and operating systems they use.. Optimization of on-site user behaviour. Web analytics can monitor the user paths that are most likely to result in conversions. Greater ability to monitor site performance and usability. Web analytics will show you how long pages take to load, the traffic sources, regions, or devices. You can use this information to increase ROI. Increased measurability and marketing effectiveness. Web analytics can track sales, leads, or other conversion metrics, and analyse them against time, user behaviour, and marketing campaigns.
- Forrester's has identified the current six most significant tools — Adobe, AT Internet, Google, IBM, SAS Institute, and Webtrends. This report details how well each tool fulfills analytics needs. Their analysis criterias are split into 3 categories: Current offering Strategy Market presence Frequently asking questions regarding a WA tool are analysed. Such as: How well does the vendor handle data? How many metrics and dimensions are included in the product How robust is the product’s support for reporting and analysis, for scenario and funnel analysis, for analysing visitor segments? How strong is the vendor’s corporate strategy? Etc. This study reveal a mature market in which Adobe, AT Internet, IBM, and Webtrends lead the pack with strong web analytics offerings and strategies for the enterprise. Google is a Strong Performer with its premium product gaining support for easy-to-use features. SAS Institute is a Contender, offering a customer-intelligence-based alternative. All the 6 have really good testimonials and references (enterprises in the retail, financial services, government, travel, media, and entertainment industries…).
- Now let’s go through each vendor… And start with the top 3 of the market: Adobe, IBM and Webtrends
- I don’t go deeper into this product, you will have a more detailled explanation about this vendor in few minutes.
- A module-based platform integrating Unica’s and Coremetrics’ digital marketing management tools to provide analytics as well as campaign management capabilities. Add-on modules include: Impression Attribution: Tracks impressions for display ads, widgets, microsites, and syndicated video for view through analysis Lifecycle: Offers visibility into how and when users enter in contact with the brand through time and across channels Multisite: Allows customers with multiple web properties, mobile applications, and widgets to roll up reporting and metrics by brand, geography, and across the enterprise. Digital Recommendations: Provides an advanced product and content recommendation engine for dynamically delivering targeted, personalized content across multiple channels based on historical data, wisdom-of-the-crowds algorithmic matching, and business rules. Data stored in the cloud; customers can access back end data through a self-service data feed.
- Analytics: Provides a comprehensive view of visitor data across digital properties by presenting tagged data alongside untagged or third-party data. Action Center: Core technology that enables integration with third party marketing systems such as SalesForce, Silverpop, and Responsys Optimize: Delivers content targeting and multivariate and A/B testing Streams: Uses push technology to deliver visitor-level, real-time intelligence designed around “events” to marketing end users. Segments: Collects visitor-level data for advanced segmentation and targeting. All of the three tools, Adobe, IBM, Webtrends, have solid products with interesting solutions and service offering. They are all well-known on the market as leader. They can only be differentiated via real data visualization testing. The difference between those tools is how they handle metrics and how they are able to mix data and segmentations. Adobe, IBM and Webtrends are all powerful tools. But we can say that Adobe is the real leader on this market. Adobe has a clear view on analytics trends and on what it should be/become. Adobe consolidated a tool that excels on metrics/dimension/correlation, a proven efficiency with data handling and reporting facilities that include emerging analytics needs (marketing and multi-channel, mobile, dashboard, rich media…).
- After the leaders, we identify the challengers in which we find AT Internet, Google and SAS.
- Analyzer III is a modular platform that offers real-time and customizable analysis of navigation, traffic sources, behaviour, goals, technology, and Geolocation. Includes tools for measuring zones clicked; for data queries, segmentation, and custom metrics; and for measuring website audio, video, animation, and podcasts. Add-on modules available: SalesTracker: Offers a comprehensive list of orders for ecommerce and travel customers. ChannelOptimizer: Conversion attribution system. Observer: Optimizes site performance by evaluating and examining the accessibility and availability of web pages in real-time. BuzzWatcher: Measures brand, product or competitor activity on social networks, video sharing platforms, blogs, information sites, etc. All data collected at the individual level (not sampled). First and third-party cookies included. AT Internet was revealed by the market as a real challenger for market leaders with a competitive offering. This product provides an interesting package. Thanks to their solution capabilities, service offering and market strategy, AT Internet is become a real top player. Dashboard and reporting capabilities are close to stakeholders needs and data storage is unlimited.
- GA Premium is an enterprise platform designed to offer more sophisticated data analysis and integration capabilities than the free Google Analytics tool, but with similar speed and ease of use. Universal analytics provide a single, customizable view of customer touch points by tracking visitor behaviour across platforms and devices. Includes web, mobile, social, and point of sale. Data collected at the individual session and individual hit levels. I don’t go deeper into this product, you will have a detailled approach of itin few minutes. Important to mention is that with its premium version of web analytics product, Google has maintained its focus on user-friendliness of the interface while ensuring rapid time-to-value.
- SAS Adaptive Customer Experience: Understand fully how customers interact with your web properties. Target the right customers at the right time, such as those who have expressed an interest in your product or service but have not yet made a purchase. Personalise interactions with individual customers so that the content or offers they get are anticipated, timely and relevant. SAS Adaptive Customer Experience helps marketers to obtain a complete customer profile based on data from both online and offline channels, in order to execute personalised communications via the web using different solutions: SAS for Customer Experience analytics (CXA) SAS Customer Experience Targeting (CXT) SAS Customer Experience Personalisation (CXP) SAS Marketing Automation (MA) SAS offers a very professional and enterprise level solution. SAS offers a strong web analytics know-how thanks to its unique view from customer analytics to Business Intelligence.
- All of these tools are powerfull and can become your next web analytics tool. But which one match better your needs? These vendors go to a way that mix together to best of analytics approach and logic issued from Business Intelligence insight. Vendors improve their product with a lot of add-ons in order to better answer the end-user needs. Even if the Analytics market is quiet open with many solutions, the sector is becoming more mature and technologically advanced. weBlend can help you in this Analytics jungle and work with you in different step of your project. Several phases can be identify: Definition Implementation Analysis Optimisation
- First of all you need to define your Analytics appoach. Where you are, what you want / you need and how can you reach your WA ambitions?
- An important think to establish is your current situation and where you want to go. weBlend can help you to measure your Digital Analytics Maturity. First criteria of this maturity model is the Governance What is the highest position in the company for online performance measurement? 5. Implicit 4. CXOs 3. Senior manager 2. Director or team lead Project manager 0. Nobody Objectives What is the objective of your current analytics program? 5. Reinventing the business 4. Business optimization 3. eBusiness opimization 2. eMarketing optimization Task list 0. Yet to be defined Scope The scope defines the size of the playing field. 5. Beyond online / offline 4. Online ecosystem 3. Single channel 2. Specific activity/sector The HIPPO game 0. Improvising/ad hoc Team & expertise How is your online analytics team structured? 5. Empowered business users 4. Multidisciplinary team 3. Disctributed team 2. Full time analyst Project team or part time analyst 0. No dedicated resources Process & methodology How do you identify problems & opportunities, develop hypothesis, analyze and provide insight? 5. Agile organization (off/on-line) 4. Agile (online) 3. Proven methodology 2. our own methodology My own way 0. No methodology Tools, technology & data integration How sophisticated is your use of technologies? 5. CRM? Predictive Analytics 4. Multiplicity, merging data, MVT? Behavioral targeting, Lifetime value 3. Segmentation, merchandising, A/B, campaign opt., personas, KPI alerts 2. Defined outcomes/KPI/Dashboard Out of the box : clickstream analytics 0. TBD All of these criterias helps you to define how to prioritize your analytics efforts and optimize initiative.
- Defining your goals is one of the most important factor in your analytics approach. You need to define what to want to track and why, before engaging any effort in WA. To define your KPIs, we encourage you to start from your business objectives. When you have defined your business objective, you can define your visitor objective and transform it into WA focus and KPIs. Example: BO Attract qualified traffic Increase website visibility VO Find qualified website Find interesting content WA Focus Traffic sources Keywords Research behaviour KPIs Visits and bounce rate by traffic source Top landing page by traffic source Conversion by traffic source Top keywords Before thinking about merging data it is needed to think about the goals to be reached. The aim is to make life easier. But each tool can answer more or less to specific goal.
- As explained, define your KPIs before choosing your measurement tool is inevitable. But another important factor is the people who will use the tool, the tool must completly satisfy their needs. Choose the leader of the market or the best free tool « just because the competitor did » is not always the best solution. Define the tool that feets perfectly your needs seems difficult but really important for the future of your anayltics. You must know if your data should be integrated into another system or not. Answering to this question will influence also the choice of the tool. Other criteria that you must consider are the following: Solution hosting internally or externally Respect of the laws and regulations Real time or not? Documentation, language and support needed Current and future costs Perennity Features Data ownership Keep in mind that the best solution for your neigbour is not necessarily yours.
- Once your solution is defined, you must implement it in collaboration with developpers, analysts and end users. weBlend can also help you in this part of your project.
- Once the solution is technically implemented, you can improve the use of the tool by personnalisation. You can create profiles to give different access and permissions to the collected data. You can create filters and segments to offer a more powerfull and accurate analysis. You can define goals and funnels to analyse performance of your website and detect where the problems are. A tool even powerfull will be not profitables if it doesn’t fit your own expectations. You must foreseen time for this phase to take advantage of web analytics.
- Just know how many visitors come to your website each month, or the number of pages that a user view, or the time a user spent on your website. This basic information is not really relevant. Cross these data with others, try to know WHY and HOW TO and not only WHAT. Analyse your data on a regular base and create alerts is important. Don’t forget that if you spent time in a Web Analytics project, it’s to gain in performance. And it will be possible only with analysis. Figures without interpretation are not interesting.
- Create dashboards and automation helps analysis. To quickly detect a problem we advise to create personnalised dashboards and reports. It saves a lot of time and efforts. You can also create specific dashboards for specific users and for specific needs. Everyone does’nt need to access all the data. Too much data can also become a pain to the Web Analytics use. Creating dashboard will help obtain quickly KPIs and information and will encourage analysis.
- Don’t forget that the first objective of a Web Analytics implementation is the optimisation of your performance. weBlend can help you to reach this goal.
- Feel free to try new things and encourage this approach. Test your landing pages, your copywriting, your images, etc. You never know if something works if you don’t try it. To know if the change is benefic to your business, you need to measure its impact and make sure your Web Analytics tool is well defined and implemented. Try to reach the perfection and keep in mind that you never increase your performance without testing and analysing. Trust your analytics and over-use it!