Post on 30-Apr-2015
description
transcript
Analytics meets…
targeting meets…
CRM
Julian Brewer
Trackz
2010
Web Analytics packages are sold as if they’re an automatic coffee maker. In fact, it’s more like buying a coffee Plantation.
You can still get your coffee (eventually), but you’re going to have to stick your hands in a lot of more manure than you ever knew.
Tom Cunniff (Yahoo User Group)
Analytics Evolution …
Activity Counts Business Insight
# Users# Visits
# Page ViewsTop Pages
Top Referrers# Errors
WEBSTATS
WEBSTATS
RecencyFrequency
Average Visit LengthAcquisition Method
Event streamSection stream
WEBANALYTICS
InsightValueROI
Numerous studies have pointed out that while almost all Fortune 500 companies have great investments in “Web Analytics” they still struggle to make any meaningful business decisions. Most people complain that there are tera bytes of data and giga bytes of reports and mega bytes of Excel and PowerPoint files. Yet no actionable insights, no innate awareness of what is really going on through the clutter of site clickstream data.
Avinash Kaushik
120m people are regularly online in
Europe’s five biggest markets.
On average, internet users spend a quarter
of their weekly media time on the internet
Surfing the internet is the 3rd most popular
leisure activity of online Europeans
80,000 new blogs worldwide are
created every day
Analytics Evolution …
Activity Counts Business Insight Customer Intimacy
# Users# Visits
# Page ViewsTop Pages
Top Referrers# Errors
WEBSTATS
WEBSTATS
WEBSTATS
RecencyFrequency
Average Visit LengthAcquisition Method
EventstreamSectionstream
WEBANALYTICS
WEBANALYTICS
Likelihood to RespondAutomatic Visitor Segments
Content ClusteringSignificant Activity SequencesContent & Activity Associations
Inbound Marketing EffectivenessSearch Engine Effectiveness
PREDICTIVEWEB
ANALYTICS
InsightValueROI
Predictive Web Analytics: Defined
Predictive Web Analytics connects online data to effective action by
drawing reliable conclusions about current conditions and future events
“There’s a 60% chance of rain tomorrow”
Using historical weather data and current weather patterns, a forecast for the near future is developed.
The forecast is whether or not rain will fall
The probability of rain is 60%
… the decision is should I carry an umbrella or not?
Listen and interpret …
and Apply …
Associating Campaigns with Behaviour and drawing conclusions, … isn’t easy
Purchase is strongly associated with Paid
Placement but not at all with Email
Email Campaigns are strongly associated with the Researching of Events
SearchEngineReferral
PaidPlacement
Referral
E-mailCampaignReferral
AffiliateReferral
Campaign Activity
ResearchEvents
Purchase
Login
Home Page
SearchEvent
60%of Barclays
spend on ‘paid’ search
Source: IAB UK, 2007
H1 Online adspend ’07 reached a record £1,334.3m.
Spending on internet advertising grew by 41.3% yr/yr (Vs 3.1% overall)
Online’s share of total Ad spend grew to 14.7% up from10.5% for H1 2006.
….fuelling Inflation
1. Understand existing Behaviour was crucial
to minimise search cost
2. Model ppc & seo traffic to understandCustomer Journeys
3. Leverage seo & ppc traffics to Maximise SEO
Model customer behaviour
paidsearch
naturalsearch
Value of full view
modelled behaviour, findings …
Minimum of 20% un-attributed clicks assigned to the campaigns (possibly as
much as 60%)
40% of journeys ended with a Brand click (paid or natural)
Inferred correlation between work & home activity
Benefits overall in 20065% improvement in ppc costs
worth
£400k saved costs
Additional 6% site trafficWorth a total of
£1.3 million
income
focusing the site …
Full in page tagging reveals that ….
Link text outperforms banners by 400%
Customers often missed I-banking link
Site search traffic is 2x more ‘sticky’
Customer focused …
New page loads
50%
Faster and click through rate increased
43%
Average length of site visit has increased
2 fold
Beyond Predictive Analytics
More than 80% of executivesbelieve that their company loses sales each year because of its failure to engage customers.
Economist Intelligence Unit:Beyond Loyalty: Meeting the Challenge of Customer Engagement, 2007
47% said that the difficulty of measuringcustomer engagement is the biggest barrier to achieving greater levels of engagement.
Economist Intelligence Unit:Beyond Loyalty: Meeting the Challenge of Customer Engagement, 2007
Distribution of Web Site Review scores …
Source: Forrester’s 1,001 Web Site Reviews, versions 2-5
Number of sites
Pass Score = 25
97% of Web sites FAIL basic usability checks!
“At a time when firms in many industries offer similar products, business processes are among the last points of differentiation.”
Tom Davenport“Competing on Analytics”Harvard Business Review
Analytics Evolution
Activity Counts Business Insight Customer Intimacy
WEBSTATS
WEBSTATS
WEBSTATS
WEBANALYTICS
WEBANALYTICS
PREDICTIVEWEB
ANALYTICS
InsightValueROI
Customer Tailoring
WEBSTATS
WEBANALYTICS
PREDICTIVEWEB
ANALYTICS
LINKED/CRMANALYTICS
REAL TIME APPLICATION
Landing Page OptimisationMulti-Variate TestingJourney Optimisation
CMS
Listen and interpret …
Apply now…
Linked Analytics
Predictive applications that:
• discover what customers want to do
• predict what they will do
• apply this knowledge real-time to create more profitable customer relationships
Engaging in real-time ..
Winning landing page delivers
20%Greater response
butInterestingly we regularly run
3 variantsTo target customer segments
How many dedicated web analysts are there within your organisation?
100%
0%
20%
40%
60%
80%
F2F Phone Paper IVR Web Email Chat/IM
Research Transaction Service
Customers Rate Interaction ChannelsHow satisfied are you with each channel?
Source: Forrester – Why Web Site Analytics Matter, April 2004
Prospect Lead
generation Lead
handling Lead
conversion Retention
mgt Upsell
Crosssell
MaxCustomer
value
Gaining customersGrowing
RelationshipsRetaining
customers
Web Analytics
Predictive Analytics
Linked Analytics
Google Analytics … Ominture …WebTrends
In-house or hosted …?
Analytics must …
Move from the simplistic …
Make sense and add value to the complex …