Beyond web analytics to Digital Marketing Success

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Beyond web analytics to Digital Marketing Success

  1. 1. Creating and Delivering Client ValueBeyond Web Analyticsto Digital Marketing Success
  2. 2. Today’s Presenters Bill Bruno President, Stratigent LLC Bill.Bruno@Stratigent.com (630) 658-2215 @BillBruno Lee Isensee Product Marketing Manager, IBM lisensee@us.ibm.com @OMLee2 © 2011 IBM Corporation
  3. 3. Transforming The Way Organizations Leverage Data From one-time engagements to long-term partnerships, Stratigent can help you build a best-in-class analytics program by achieving balance across the following areas: • Strategy • Implementation • Benchmarking • Optimization3 © 2011 IBM Corporation
  4. 4. At IBM, we are harnessing marketing changes is through Smarter Commerce Buy Market Drives intelligent, Insight Strategy Creates adaptive and personalized and optimized Buy Market relevant offers extended supply with unified Sourcing, controlling Targeted and chains based on personalized cross-channel and procurement of customer goods and services marketing across all marketing demand customer interactions Customer Service Service Sell Sell Anticipates Enables Servicing Selling and fulfillment behavior and customers and customer needs of products and delivers flawless across all services across partners to customer service interaction all channels buy what they across all channels want, when and channels where4 Engagement © 2011 IBM Corporation
  5. 5. At IBM, we are harnessing marketing changes is through Smarter Commerce Buy Market Drives intelligent, Insight Strategy Creates adaptive and personalized and optimized Buy Market relevant offers extended supply with unified Sourcing, controlling Targeted and chains based on personalized cross-channel and procurement of customer goods and services marketing across all marketing demand customer interactions Customer Service Service Sell Sell Anticipates Enables Servicing Selling and fulfillment behavior and customers and customer needs of products and delivers flawless across all services across partners to customer service interaction all channels buy what they across all channels want, when and channels where5 Engagement © 2011 IBM Corporation
  6. 6. At IBM, we are harnessing marketing changes is through Smarter Commerce Buy Market Drives intelligent, Insight Strategy Creates adaptive and personalized and optimized Buy Market relevant offers extended supply with unified Sourcing, controlling Targeted and chains based on personalized cross-channel and procurement of customer goods and services marketing across all marketing demand customer interactions Customer Service Service Sell Sell Anticipates Enables Servicing Selling and fulfillment behavior and customers and customer needs of products and delivers flawless across all services across partners to customer service interaction all channels buy what they across all channels want, when and channels where6 Engagement © 2011 IBM Corporation
  7. 7. Web Analytics provides marketers with answers for increasing return on marketing investments Web, social, and mobile analytics Advanced segmentation Impression attribution Multichannel analytics Customer lifecycle visibility Benchmark against peers7 © 2011 IBM Corporation
  8. 8. This is the age of the empowered customer Customers now have Social networking and Customer unlimited access to mobile commerce expectations of information and can have dramatically service, price and instantly share it changed the dynamic delivery are soaring. Get it now or with the world between buyer and go elsewhere! seller. 155 million 75% $93 billion Number of tweets sent Percentage of people who Amount in sales missed due via Twitter each day believe companies don’t tell to out of stock inventory the truth in advertisements8 © 2011 IBM Corporation
  9. 9. Today’s customers expect a consistent and relevant experience across multiple channels and across sessions Natural Display Search Email Ad Social Mobile Came to the site Paid Mobile Returned via a Became a via Natural display ad click; Facebook Search, entered Search Responded to discount code Purchased newsletter TV picked a product fan and Calls support recommendation read user and purchased out-of-stock clearance link at TV center for on site reviews Searched blu-ray player help setting about TVs for HDTV after scanning up the blu-ray on Google QR code in- player store9 © 2011 IBM Corporation
  10. 10. Moving From a Schema to a Strategy10 © 2011 IBM Corporation
  11. 11. Moving From a Schema to a Strategy11 © 2011 IBM Corporation
  12. 12. Agenda Framework for Multi-Channel Analytics Examples of Integrations An Approach to Analysis12 © 2011 IBM Corporation
  13. 13. Example Environment © 2011 IBM Corporation@BillBruno
  14. 14. Three Approaches to Analytics Integrations Back-end, physical integration Front-end integration (presentation only) Integrated strategy (which usually requires both back-end and front-end integrations) © 2011 IBM Corporation@BillBruno
  15. 15. Data Integration ClassificationsSEPARATEData iscollected byseparate toolsReportedseparatelyFocus is onoptimizing asingle channelbased onsingle channelinputs © 2011 IBM Corporation
  16. 16. Data Integration ClassificationsSEPARATE SUPPLEMENTData is Focus is stillcollected by on a singleseparate tools channel, but data may beReported supplementedseparately to add contextFocus is onoptimizing asingle channelbased onsingle channelinputs © 2011 IBM Corporation
  17. 17. Data Integration ClassificationsSEPARATE SUPPLEMENT COORDINATEData is Focus is still Integration bycollected by on a single consolidatingseparate tools channel, but data collection data may be or simply byReported supplemented displaying dataseparately to add context in one viewFocus is on Focus is stilloptimizing a on singlesingle channel channelbased on optimization,single channel but with moreinputs external inputs © 2011 IBM Corporation
  18. 18. Data Integration ClassificationsSEPARATE SUPPLEMENT COORDINATE RELATEData is Focus is still Integration by More interestcollected by on a single consolidating in the waysseparate tools channel, but data collection channels relate data may be or simply byReported supplemented displaying data Shared goalsseparately to add context in one view but minimal dependenciesFocus is on Focus is still and channelsoptimizing a on single are treatedsingle channel channel equallybased on optimization,single channel but with moreinputs external inputs © 2011 IBM Corporation
  19. 19. Data Integration ClassificationsSEPARATE SUPPLEMENT COORDINATE RELATE COLLABORATEData is Focus is still Integration by More interest Integration iscollected by on a single consolidating in the ways more aboutseparate tools channel, but data collection channels relate strategy than data may be or simply by dataReported supplemented displaying data Shared goalsseparately to add context in one view but minimal Focus is on dependencies optimizingFocus is on Focus is still and channels toward aoptimizing a on single are treated common goal,single channel channel equally with eachbased on optimization, channelsingle channel but with more playing ainputs external inputs different role © 2011 IBM Corporation
  20. 20. Example: Multiple Channels © 2011 IBM Corporation
  21. 21. Example: Website & Traffic Drivers © 2011 IBM Corporation
  22. 22. Example: Analytics Integrations Video1 Integrate Video metrics into your analytics dataset Voice of Customer2 Bring attitudinal data into your dataset CRM3 Segment your analytics by integrating your CRM system Affiliate4 Import affiliate data for your analytics reporting © 2011 IBM Corporation
  23. 23. Example: Facebook & CRM © 2011 IBM Corporation
  24. 24. Example: Social Media Dashboard © 2011 IBM Corporation
  25. 25. Example: Multi-Channel Dashboard Multi- © 2011 IBM Corporation
  26. 26. Example: Channel-specific KPIs Channel- © 2011 IBM Corporation
  27. 27. Example: Cross Channel KPIs © 2011 IBM Corporation
  28. 28. Example: Facebook Campaign © 2011 IBM Corporation
  29. 29. Example: Global KPIs © 2011 IBM Corporation
  30. 30. DATA ANALYSIS PROCESS © 2011 IBM Corporation
  31. 31. Data Analysis is a Four Step Process DEFINE DISASSEMBLE EVALUATE DECIDE Explicitly state Break the Observe, Make the problem problem and compare, actionable you are trying the data into investigate, recommend- to solve smaller pieces conclude ations31 © 2011 IBM Corporation
  32. 32. State the problem you are trying to solve DEFINE DISASSEMBLE EVALUATE DECIDE Be explicit Beware of biased questions –For example, if your business driver was Leads, then: –Wrong Question : “How can we increase page views per visit?” (Unless you have evidence that PVPV directly influences Leads) –Better Question: “How can we increase conversions?” Prioritize based on urgency AND importance32 © 2011 IBM Corporation
  33. 33. Break it into smaller pieces DEFINE DISASSEMBLE EVALUATE DECIDE Identify influencers and diagnostics Segment and drill down Manage confounders by isolating a control Create visualizations Summarize what you know33 © 2011 IBM Corporation
  34. 34. Observe, compare, investigate, conclude DEFINE DISASSEMBLE EVALUATE DECIDE Look for relationships, patterns, and anomalies Make comparisons – Time Series: How does the data change over time? – Rank: What is the relative position? – Composition: What are the constituent parts? – Distribution: How does it spread out across a range? – Target: How does it compare to targets or benchmarks? – Correlation: What is the relationship between two values? Ask “Why?” and answer “So What?”34 © 2011 IBM Corporation
  35. 35. Make actionable recommendations DEFINE DISASSEMBLE EVALUATE DECIDE If you can’t recommend, at least provide next steps Identify implications associated with each option Which option would you choose? Leaders always have a point of view (although perhaps cautious about expressing it). Be cautious, but don’t obscure your recommendations with excessive caveats Don’t make the same recommendation more than two consecutive times35 © 2011 IBM Corporation
  36. 36. Turn insight into new opportunities to engage and retain customers Loyalty It takes an average of 6.8 digital interactions before conversion. Reactivation If you don’t convert a visitor, someone else likely will.36 © 2011 IBM Corporation
  37. 37. Turn behavioral data into actionable insights On average, an individual may be exposed to anywhere from 100 to 500 ads per day. Marketers need insight into the full customer profile and journey to more effectively understand and optimize the digital presence of their brands.37 © 2011 IBM Corporation
  38. 38. Q&A © 2011 IBM Corporation
  39. 39. Today’s Presenters Bill Bruno President, Stratigent LLC Bill.Bruno@Stratigent.com (630) 658-2215 @BillBruno Lee Isensee Product Marketing Manager, IBM lisensee@us.ibm.com @OMLee39 © 2011 IBM Corporation
  40. 40. © 2011 IBM Corporation

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