Beyond Web Analytics to Digital Marketing Success Webinar

Creating and Delivering Client Value

Beyond Web Analytics
to Digital Marketing Success

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
@OMLee

2 © 2011 IBM Corporation

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
• Optimization


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 where

4 Engagement © 2011 IBM Corporation


Buy Market
and procurement of

Customer
Sell
Anticipates Enables
channels where


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 peers


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 advertisements

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
store


Moving From a Schema to a Strategy


Agenda

Framework for Multi-Channel Analytics
Examples of Integrations
An Approach to Analysis


Example Environment

© 2011 IBM Corporation
@BillBruno

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)

@BillBruno

Data Integration Classifications
SEPARATE

Data is
collected by
separate tools

Reported
separately

Focus is on
optimizing a
single channel
based on
single channel
inputs


SEPARATE SUPPLEMENT

Data is Focus is still
collected by on a single
separate tools channel, but
data may be
Reported supplemented
separately to add context
Focus is on
optimizing a
single channel
based on
single channel
inputs


SEPARATE SUPPLEMENT COORDINATE

Data is Focus is still Integration by
collected by on a single consolidating
separate tools channel, but data collection
data may be or simply by
Reported supplemented displaying data
separately to add context in one view
Focus is on Focus is still
optimizing a on single
single channel channel
based on optimization,
single channel but with more
inputs external inputs


SEPARATE SUPPLEMENT COORDINATE RELATE

Data is Focus is still Integration by More interest
collected by on a single consolidating in the ways
separate tools channel, but data collection channels relate
data may be or simply by
Reported supplemented displaying data Shared goals
separately to add context in one view but minimal
dependencies
Focus is on Focus is still and channels
optimizing a on single are treated
single channel channel equally
based on optimization,
single channel but with more
inputs external inputs


SEPARATE SUPPLEMENT COORDINATE RELATE COLLABORATE

Data is Focus is still Integration by More interest Integration is
collected by on a single consolidating in the ways more about
separate tools channel, but data collection channels relate strategy than
data may be or simply by data
Reported supplemented displaying data Shared goals
separately to add context in one view but minimal Focus is on
dependencies optimizing
Focus is on Focus is still and channels toward a
optimizing a on single are treated common goal,
single channel channel equally with each
based on optimization, channel
single channel but with more playing a
inputs external inputs different role


Example: Multiple Channels


Example: Website & Traffic Drivers


Example: Analytics Integrations

Video
1 Integrate Video metrics into your analytics dataset

Voice of Customer
2 Bring attitudinal data into your dataset

CRM
3 Segment your analytics by integrating your CRM system

Affiliate
4 Import affiliate data for your analytics reporting


Example: Facebook & CRM


Example: Social Media Dashboard


Example: Multi-Channel Dashboard
Multi-


Example: Channel-specific KPIs
Channel-


Example: Cross Channel KPIs


Example: Facebook Campaign


Example: Global KPIs


DATA ANALYSIS PROCESS


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 ations


State the problem you are trying to solve

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 importance


Break it into smaller pieces

Identify influencers and diagnostics
Segment and drill down
Manage confounders by isolating a control
Create visualizations
Summarize what you know


Observe, compare, investigate, conclude

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?”

Make actionable recommendations

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 times

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.


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.

Q&A


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
@OMLee


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