UMCD 2011 Conference - Is Your Elephant Shy?

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UMCD 2011 Conference - Is Your Elephant Shy?

  1. 1. Is your elephant <br />shy?<br />Achieving value from measurementTim Elleston – Murdoch University<br />
  2. 2. Murdoch University <br /><ul><li> Established 1974 in Perth, relaunched brand in 2007
  3. 3. 3 WA campuses, 4 offshore campuses
  4. 4. 18,000 students
  5. 5. 20% international (100 countries) 63% female skewed
  6. 6. 1,400 staff
  7. 7. 200+ courses
  8. 8. 4 major universities in Perth, market size approx 80,000</li></li></ul><li>Online strategy<br /><ul><li> Demonstrate depth and breadth of courses
  9. 9. Raise awareness of research capabilities
  10. 10. Relevant user-centric experience</li></ul>Multiple audiences <br /><ul><li>Prospective students of all ages
  11. 11. Parents, Teachers, Counsellors
  12. 12. Media
  13. 13. Researchers</li></li></ul><li>Engagement<br />
  14. 14. Primary KPI: Lead Generation Secondary KPI: Submitted Applications<br />12,000+<br />5,900+<br />$230m+<br />
  15. 15. Online optimisation through Adobe Online Marketing Suite <br />
  16. 16. Information in...<br />...insights out<br />
  17. 17. Relevance yields greater conversion<br />
  18. 18. 244<br />
  19. 19.
  20. 20. 78%<br />
  21. 21. 78% of companies surveyed said data collection is not tied to business objectives or strategy<br />Online Measurement and Strategy Report, E-consultancy, 2008<br />
  22. 22. !<br />WTF<br />Online Measurement and Strategy Report, E-consultancy, 2008<br />
  23. 23. What an incredible opportunity we're faced with. <br />
  24. 24. We now live in a world<br />
  25. 25. that’s disconnected<br />
  26. 26. not in the sense of... <br />unconnected.<br />
  27. 27. No, in fact we've never been so connected.<br />
  28. 28. We wake in the morning,switch on our iPhones<br />
  29. 29. &<br />have a quick check on our emails.<br />
  30. 30. At the breakfast table we'll read the news.<br />
  31. 31. Half of us have tweeted before we’ve even left the house.<br />
  32. 32. The other half have updated Facebook.<br />
  33. 33. We travel to work in our…<br />
  34. 34.
  35. 35. totally connected<br />
  36. 36. totally disconnected<br />
  37. 37. Throughout the day, more tweets,<br />
  38. 38. more status updates.<br />
  39. 39. !<br />At work, we’re on email constantly<br />
  40. 40. An estimated 294 billion emails were sent daily in 2010<br />
  41. 41. 262 billion<br />
  42. 42. There were 25 billion tweets<br />
  43. 43. by 175 million users<br />
  44. 44. When we get home<br />
  45. 45. we’re back on email<br />
  46. 46. & tweeting our way through the night.<br />
  47. 47.
  48. 48. ?<br />An obsession<br />
  49. 49. Maybe.<br />
  50. 50. But we’re out there<br />
  51. 51. online<br />
  52. 52. connected<br />
  53. 53. somewhere<br />
  54. 54. everywhere.<br />
  55. 55. All of this was fully connected<br />
  56. 56. But all of this was disconnected<br />
  57. 57. Disconnected from a single screen<br />
  58. 58. And that,<br />
  59. 59. represents an incredible opportunity for us,<br />
  60. 60. for us as marketers.<br />
  61. 61. Consumers today are demanding<br />
  62. 62. that the internet come to them<br />
  63. 63. not them to their screens.<br />
  64. 64. They decide the<br />
  65. 65. time<br />
  66. 66. place<br />
  67. 67. &<br />device<br />
  68. 68. to interact with our brands.<br />
  69. 69. Our content is now<br />
  70. 70. consumed<br />
  71. 71. repurposed<br />
  72. 72. &<br />redistributed,<br />
  73. 73. rated<br />
  74. 74. ranked<br />
  75. 75. &<br />reviewed<br />
  76. 76. faster than we can possibly keep up.<br />
  77. 77. So the internet is changing<br />
  78. 78. X<br />So the internet is changing<br />
  79. 79. It’s already changed<br />
  80. 80. Are we keeping up with it?<br />
  81. 81. So how can we optimisefor engagement?<br />
  82. 82.
  83. 83. Or we can get the elephant out of the corner fast<br />
  84. 84. Luckily, we havea way to knowwhat to do…<br />
  85. 85. We can now measure millions of interactions<br />
  86. 86. as they’re happening<br />
  87. 87. both on and off site<br />
  88. 88.
  89. 89.
  90. 90.
  91. 91.
  92. 92.
  93. 93.
  94. 94.
  95. 95.
  96. 96. We’re now in a better position to<br />
  97. 97. optimise our content,<br />
  98. 98. to connect<br />
  99. 99. engage<br />
  100. 100. &<br />retain<br />
  101. 101. our audiences like never before,<br />
  102. 102. across whatever device they choose to interact with us.<br />
  103. 103.
  104. 104. It's ANALYTICS<br />
  105. 105. Web analyticsis something<br />
  106. 106. You know<br />need<br />
  107. 107. But when<br />you get it<br />
  108. 108.
  109. 109. Web analytics is not just about the numbers<br />
  110. 110. It’s there to help you get smarter<br />
  111. 111. to make smarterdigital decisions<br />
  112. 112. optimise your content<br />
  113. 113. optimise your user experience.<br />
  114. 114. It’s giving you insights into <br />
  115. 115. User Behaviour<br />
  116. 116. how they’re interacting with you.<br />
  117. 117. And it’s giving you the opportunity to make it better<br />
  118. 118. Better for you<br />
  119. 119. Better for them<br />
  120. 120. But so few use it for that.<br />
  121. 121. Why?<br />
  122. 122. Top 3 reasons<br />
  123. 123. “Its just a reporting tool”<br />
  124. 124. “No one to use it”<br />
  125. 125. “Don’t know what to do with it”<br />
  126. 126.
  127. 127. 5steps to success<br />
  128. 128. Step 1 Site Analysis(a.k.a. reporting)<br />
  129. 129. Step 1 Site Analysis(a.k.a. reporting)<br />How are visitors getting to my site?<br />How long are they staying?<br />Where did they come from?<br />What content are they reading?<br />What many leads or purchases are occurring?<br />
  130. 130. Step 2 Segmentation<br />
  131. 131. Step 2Segmentation<br />What are the most valuable visitor segments?<br />What are the common click behaviours?<br />What content is best suited to target each segment?<br />Do my audiences react differently?How can I use what I learn on my site?<br />
  132. 132. Step 3 Optimisation<br />
  133. 133. Step 3 Optimisation<br />How can I improve our site's structure and content to increase conversion rates?<br />How can I reallocate online ad spend to attract more profitable customers?<br />
  134. 134. Step 4 Targeting<br />
  135. 135. Step 4 Targeting<br />What is the most effective content for each visitor based on their previous site behaviour?<br />Should I target a customer, right now, with an acquisition, conversion or retention message?<br />
  136. 136. Step 5 Cross Channel(integration)<br />
  137. 137. Step 5 Cross Channel(integration)<br />What’s the best way for me to continue my dialogue with this person?<br />Based on all interactions, across all channels, what’s the best offer I can make this person next?Am I likely to be losing this customer soon?<br />
  138. 138. Many just look at the numbers<br />
  139. 139. in the aggregate...<br />
  140. 140. All they’ll see is the big picture...<br />
  141. 141. “1,000,000 visitors this month”<br />
  142. 142. “5 million page views”<br />
  143. 143. “They spend 5 mins on our site”<br />
  144. 144.
  145. 145. But they’re missing the point<br />
  146. 146. 1,000,000 visitors<br />
  147. 147. Is that goodor bad?<br />
  148. 148.
  149. 149. Depends onwhere they wentwhat they didand how they got there<br />
  150. 150. You need to get beyond the numbers<br />
  151. 151. Numbers in the aggregate…<br />
  152. 152.
  153. 153. Segmentation is the key to success<br />
  154. 154. Segments are different clusters of something<br />
  155. 155. Common ones are:<br />Mobile vs. Web<br />Country<br />First Time vs. Repeat Visitors<br />State<br />Search vs. non-search traffic<br />Paid vs. Organic<br />Campaign vs. Direct<br />
  156. 156. Then there’s user segments<br />Staff vs. Students vs. Anonymous<br />General staff vs. Academic Staff<br />Logged In vs. Logged Out<br />Leads vs. Non Leads<br />Undergrad vs. Postgrad<br />
  157. 157. There’re behavioural segments(those that do something, vs. those that don’t)<br />Finished Applying vs. Started Applying<br />Viewed a video vs. didn’t<br />Viewed a course vs. didn’t<br />Searched for something vs. didn’t<br />
  158. 158. And then business segments<br />Products owned<br />MOSAIC clusters<br />Gender<br />Enrolled Courses<br />Age Ranges<br />Location<br />Income ranges<br />Social Profiles<br />
  159. 159. At Murdoch <br />we use the<br />
  160. 160. AdobeOnline Marketing Suite<br />
  161. 161. to understand and influenceuser behaviour<br />
  162. 162. across all of our digital channels.<br />
  163. 163. “influence behaviour”<br />
  164. 164. Statistically, only 3%will do something<br />
  165. 165. We’re trying to influence the 97%who don’t do anything<br />
  166. 166. to be more like the 3% who do.<br />
  167. 167.
  168. 168. Segmentation is very important to us.<br />
  169. 169. Segmentationgives us the actionable insights<br />
  170. 170. and actionable insights gives us a Return on Investment<br />
  171. 171. Courses<br />Low<br />High<br />Average Page Views per visit<br />International User Journey – before redesignColor indicates propensity to become a leadRed is more likely to become a lead.<br />Insight derived using Adobe Omniture Discover <br />
  172. 172. So we redesigned a portion of the site<br />
  173. 173. Courses<br />Low<br />High<br />Average Page Views per visit<br />International User Journey – after redesignColor indicates propensity to become a lead (+ve increase)<br />Insight derived using Adobe Omniture Discover <br />
  174. 174. Murdoch University ranked #1 for proportion of new leads generated from the website<br />Hobsons Enrolment Management Services<br />
  175. 175. Figure Out Your Courseour primary lead tool<br />
  176. 176. Figure Out Your Courseunderstand user personas helps to inform course design<br />
  177. 177. It’s not just the web site either<br />
  178. 178. We measure interactions through mobile applications.<br />
  179. 179. Figure Out Your Course went mobileDeveloped a custom iPad recruitment app for Open Day<br />
  180. 180. Figure Out Your Course went mobileGreat lead generation…excellent interaction rates<br />
  181. 181. Offline data is captured too<br />
  182. 182. Recruitment campaigns<br />
  183. 183. Heard about HiPPO?<br />
  184. 184. 70%<br />
  185. 185. 70% of companies surveyed said the marketing executiveis making the call on promotional content<br />Omniture Conversion Survey, 2009<br />
  186. 186. Just because they like it doesn’t mean your users do<br />
  187. 187. Isn’t it ironic<br />
  188. 188. Marketers have spentyears<br />
  189. 189. learning the value of listening to customers<br />
  190. 190. and asking them<br />
  191. 191. what it is theywant<br />
  192. 192. and yet online...<br />
  193. 193.
  194. 194. Web analytics is not just about the numbers<br />
  195. 195. It’s about online business optimisation<br />
  196. 196. Don’t assume all users want the same thing <br />
  197. 197.
  198. 198. SiteCatalyst<br />Test&Target<br />TM<br />+<br />TM<br />
  199. 199. deliver optimisation and relevance<br />
  200. 200. Behavioural Targeting<br />Goal: Target content based on category affinity <br />Based on site section affinity, we customise our homepage <br />
  201. 201. Behavioural Targeting example<br />Goal: Re-engage lapsed Postgrad applications<br />Default Unknown Affinity <br />Re-engageApp Started, not completed<br />Re-engageLead but No App Yet<br />Default Undergrad Affinity <br />
  202. 202. Behavioural Targeting<br />Result: Re-engaged 34% of lapsed applications<br />2<br />1<br />3<br />4<br />1<br />4<br />2<br />3<br />Default Unknown Affinity<br />144 Applications <br />Re-engageLead but no App yet<br />22 of 1,286 re-engaged<br />Default Undergrad Affinity<br />Re-engageApp Started, not completed<br />27 of 79 re-engaged (34%)<br />Approx $2,000,000<br />
  203. 203. Sometimes you’ll get<br />unexpected results <br />
  204. 204. That’s OK<br />
  205. 205. That’s why you test<br />
  206. 206. The only test that failsis the test that doesn’t teach you anything<br />
  207. 207. Don’t be afraid to try<br />
  208. 208.
  209. 209. Do microsites increase conversion rates?<br />Which one drives more applications?<br />#1 Direct to ApplicationStraight to application forms<br />#2 Via Micro-siteThrough a micro-site, then to application forms<br />or<br />
  210. 210. No big difference to overall conversion rates...<br />RESULTS<br />To Apply Online<br />Via Micro-site<br />98,000 visitors saw something <br />49,000 saw each version<br />555 applications submitted<br />283 applications<br />272 applications<br />
  211. 211. Segmentation showed micrositesimproved completion rates by 28%, around $10m rev. opportunity<br />
  212. 212. Internal Searcha gold mine of opportunity<br />
  213. 213. Internal Search1.8 million searches a year<br />
  214. 214. In 2010 we stumbled across this number<br />
  215. 215. 208<br />
  216. 216. Staff spend 208 seconds per search request<br />
  217. 217. Staff spend 208 seconds per search request<br />225,000 searches/year<br />
  218. 218. Staff spend 208 seconds per search request<br />225,000 searches/year<br />12,963 hours/year or 1,728 workdays<br />
  219. 219. Staff spend 208 seconds per search request<br />225,000 searches/year<br />12,963 hours/year or 1,728 workdays<br />@ $40/hr = $518,500 cost<br />
  220. 220. Internal Search<br />Tabbed results where default is a manual list <br />
  221. 221. Search Term Result Expectations<br />change depending upon time of year<br />Exam Timetable<br />Timetable<br />
  222. 222. That meant the priority of results needed to change over time<br />
  223. 223. We need to up-weight & down-weight results over time<br />
  224. 224. So we “overhauled” our search engine<br />
  225. 225.
  226. 226. Adobe Search&Promote<br />
  227. 227. Search&Promote<br />&<br />SiteCatalyst<br />Test&Target<br />=<br />
  228. 228. optimisedsearch results<br />
  229. 229. Up-rank/down-rank based on recent traffic to contentnot search term<br />
  230. 230. The more popular the page, the higher it ranks.<br />
  231. 231. Internal Search<br />Result: more relevant, categorised results<br />
  232. 232. Internal Search<br />Result: 11.5% reduction in search time = $60,000 saving <br />
  233. 233. Search<br />Result: roll out externally<br />Audience-influenced search resultsStaff vs. Student vs. External<br />
  234. 234.
  235. 235. Mobile web<br />Goal: develop a mobile site for most popular devices<br />Apple devices were most popular<br />Anticipation<br />Disappointment<br />
  236. 236. Mobile web<br />Result: launched a new mobile web site for Staff & Students <br />
  237. 237. Mobile web<br />Result: Apple remains most popular device<br />Anticipation<br />Expectation met<br />
  238. 238. Mobile web<br />Result: Engagement achieved through mobile devices<br />Anticipation<br />Expectation met<br />
  239. 239. In summary<br />
  240. 240. Putting it all together, <br /> does it add value?<br />
  241. 241. Course EngagementYear on Year +35%<br />
  242. 242. Course Conversion2008 to 2011 +69%<br />2008 = 0.42% Conversion<br />2009 = 0.56% Conversion<br />2010 = 0.64% Conversion<br />2011 = 0.71% (YTD)<br />
  243. 243. Revenue opportunityJan-Aug ‘09 to ‘11 +40% increase<br />2009 to 2011* = 56% increase in revenue<br />
  244. 244. With a user-centricapproach, backed up by web analytics…<br />
  245. 245. You can easily go from measurementtoinsight,<br />
  246. 246. to connect<br />
  247. 247. engage<br />
  248. 248. &<br />retain<br />
  249. 249. your audiences<br />
  250. 250. and replace“I think” with“I know”<br />
  251. 251. timellestonprincipal – digital balance<br />www.digitalbalance.com.autim@digitalbalance.com.au<br />www.linkedin.com/in/timelleston<br />
  252. 252.
  253. 253. ?<br />

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