UMCD 2011 Conference - Is Your Elephant Shy?

Is your elephant shy? Achieving value from measurementTim Elleston – Murdoch University

Murdoch University ,[object Object]

3 WA campuses, 4 offshore campuses

20% international (100 countries) 63% female skewed

4 major universities in Perth, market size approx 80,000,[object Object]

Raise awareness of research capabilities

Relevant user-centric experienceMultiple audiences ,[object Object]

Parents, Teachers, Counsellors

Primary KPI: Lead Generation Secondary KPI: Submitted Applications 12,000+ 5,900+ $230m+

Online optimisation through Adobe Online Marketing Suite

Information in... ...insights out

Relevance yields greater conversion

78% of companies surveyed said data collection is not tied to business objectives or strategy Online Measurement and Strategy Report, E-consultancy, 2008

! WTF Online Measurement and Strategy Report, E-consultancy, 2008

What an incredible opportunity we're faced with.

not in the sense of... unconnected.

No, in fact we've never been so connected.

We wake in the morning,switch on our iPhones

& have a quick check on our emails.

At the breakfast table we'll read the news.

Half of us have tweeted before we’ve even left the house.

The other half have updated Facebook.

Throughout the day, more tweets,

! At work, we’re on email constantly

An estimated 294 billion emails were sent daily in 2010

& tweeting our way through the night.

All of this was fully connected

But all of this was disconnected

Disconnected from a single screen

represents an incredible opportunity for us,

that the internet come to them

faster than we can possibly keep up.

So how can we optimisefor engagement?

Or we can get the elephant out of the corner fast

Luckily, we havea way to knowwhat to do…

We can now measure millions of interactions

We’re now in a better position to

our audiences like never before,

across whatever device they choose to interact with us.

Web analytics is not just about the numbers

It’s there to help you get smarter

to make smarterdigital decisions

optimise your user experience.

It’s giving you insights into

how they’re interacting with you.

And it’s giving you the opportunity to make it better

“Its just a reporting tool”

“Don’t know what to do with it”

Step 1 Site Analysis(a.k.a. reporting)

Step 1 Site Analysis(a.k.a. reporting) How are visitors getting to my site? How long are they staying? Where did they come from? What content are they reading? What many leads or purchases are occurring?

Step 2Segmentation What are the most valuable visitor segments? What are the common click behaviours? What content is best suited to target each segment? Do my audiences react differently?How can I use what I learn on my site?

Step 3 Optimisation How can I improve our site's structure and content to increase conversion rates? How can I reallocate online ad spend to attract more profitable customers?

Step 4 Targeting What is the most effective content for each visitor based on their previous site behaviour? Should I target a customer, right now, with an acquisition, conversion or retention message?

Step 5 Cross Channel(integration)

Step 5 Cross Channel(integration) What’s the best way for me to continue my dialogue with this person? 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?

All they’ll see is the big picture...

“1,000,000 visitors this month”

“They spend 5 mins on our site”

But they’re missing the point

Depends onwhere they wentwhat they didand how they got there

You need to get beyond the numbers

Segmentation is the key to success

Segments are different clusters of something

Common ones are: Mobile vs. Web Country First Time vs. Repeat Visitors State Search vs. non-search traffic Paid vs. Organic Campaign vs. Direct

Then there’s user segments Staff vs. Students vs. Anonymous General staff vs. Academic Staff Logged In vs. Logged Out Leads vs. Non Leads Undergrad vs. Postgrad

There’re behavioural segments(those that do something, vs. those that don’t) Finished Applying vs. Started Applying Viewed a video vs. didn’t Viewed a course vs. didn’t Searched for something vs. didn’t

And then business segments Products owned MOSAIC clusters Gender Enrolled Courses Age Ranges Location Income ranges Social Profiles

to understand and influenceuser behaviour

across all of our digital channels.

Statistically, only 3%will do something

We’re trying to influence the 97%who don’t do anything

to be more like the 3% who do.

Segmentation is very important to us.

Segmentationgives us the actionable insights

and actionable insights gives us a Return on Investment

Courses Low High Average Page Views per visit International User Journey – before redesignColor indicates propensity to become a leadRed is more likely to become a lead. Insight derived using Adobe Omniture Discover

So we redesigned a portion of the site

Courses Low High Average Page Views per visit International User Journey – after redesignColor indicates propensity to become a lead (+ve increase) Insight derived using Adobe Omniture Discover

Murdoch University ranked #1 for proportion of new leads generated from the website Hobsons Enrolment Management Services

Figure Out Your Courseour primary lead tool

Figure Out Your Courseunderstand user personas helps to inform course design

It’s not just the web site either

We measure interactions through mobile applications.

Figure Out Your Course went mobileDeveloped a custom iPad recruitment app for Open Day

Figure Out Your Course went mobileGreat lead generation…excellent interaction rates

70% of companies surveyed said the marketing executiveis making the call on promotional content Omniture Conversion Survey, 2009

Just because they like it doesn’t mean your users do

learning the value of listening to customers

It’s about online business optimisation

Don’t assume all users want the same thing

SiteCatalyst Test&Target TM + TM

deliver optimisation and relevance

Behavioural Targeting Goal: Target content based on category affinity Based on site section affinity, we customise our homepage

Behavioural Targeting example Goal: Re-engage lapsed Postgrad applications Default Unknown Affinity Re-engageApp Started, not completed Re-engageLead but No App Yet Default Undergrad Affinity

Behavioural Targeting Result: Re-engaged 34% of lapsed applications 2 1 3 4 1 4 2 3 Default Unknown Affinity 144 Applications Re-engageLead but no App yet 22 of 1,286 re-engaged Default Undergrad Affinity Re-engageApp Started, not completed 27 of 79 re-engaged (34%) Approx $2,000,000

Sometimes you’ll get unexpected results

The only test that failsis the test that doesn’t teach you anything

Do microsites increase conversion rates? Which one drives more applications? #1 Direct to ApplicationStraight to application forms #2 Via Micro-siteThrough a micro-site, then to application forms or

No big difference to overall conversion rates... RESULTS To Apply Online Via Micro-site 98,000 visitors saw something 49,000 saw each version 555 applications submitted 283 applications 272 applications

Segmentation showed micrositesimproved completion rates by 28%, around $10m rev. opportunity

Internal Searcha gold mine of opportunity

Internal Search1.8 million searches a year

In 2010 we stumbled across this number

Staff spend 208 seconds per search request

Staff spend 208 seconds per search request 225,000 searches/year

Staff spend 208 seconds per search request 225,000 searches/year 12,963 hours/year or 1,728 workdays

Staff spend 208 seconds per search request 225,000 searches/year 12,963 hours/year or 1,728 workdays @ $40/hr = $518,500 cost

Internal Search Tabbed results where default is a manual list

Search Term Result Expectations change depending upon time of year Exam Timetable Timetable

That meant the priority of results needed to change over time

We need to up-weight & down-weight results over time

So we “overhauled” our search engine

Search&Promote & SiteCatalyst Test&Target =

Up-rank/down-rank based on recent traffic to contentnot search term

The more popular the page, the higher it ranks.

Internal Search Result: more relevant, categorised results

Internal Search Result: 11.5% reduction in search time = $60,000 saving

Search Result: roll out externally Audience-influenced search resultsStaff vs. Student vs. External

Mobile web Goal: develop a mobile site for most popular devices Apple devices were most popular Anticipation Disappointment

Mobile web Result: launched a new mobile web site for Staff & Students

Mobile web Result: Apple remains most popular device Anticipation Expectation met

Mobile web Result: Engagement achieved through mobile devices Anticipation Expectation met

Putting it all together, does it add value?

Course EngagementYear on Year +35%

Course Conversion2008 to 2011 +69% 2008 = 0.42% Conversion 2009 = 0.56% Conversion 2010 = 0.64% Conversion 2011 = 0.71% (YTD)

Revenue opportunityJan-Aug ‘09 to ‘11 +40% increase 2009 to 2011* = 56% increase in revenue

With a user-centricapproach, backed up by web analytics…

UMCD 2011 Conference - Is Your Elephant Shy?

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