Welcome to the world of Welcome to the world of who's doing what, who's doing what,

when, for how long, how when, for how long, how often and whyoften and whyJarred CinmanJarred Cinman

Is this marketing or Is this marketing or maths class?maths class?

What's all this about What's all this about analytics anyway?analytics anyway?

1. I've spent the money & 1. I've spent the money & time...time...

...does anyone like me?...does anyone like me?

2. Am I reaching my 2. Am I reaching my goals?goals?

3. Learning about my 3. Learning about my marketmarket

4. Putting my newfound 4. Putting my newfound knowledge to workknowledge to work

Some Initial ObservationsSome Initial Observations

Stages in the interaction lifecycle

• Attract/Engage/Retain• Attract: measure success of getting them

there• Engage: measure conversion• Retain: measure value over time

The InternetosphereThe Internetosphere

Different Online WorldsDifferent Online Worlds• The Seekers: SearchThe Seekers: Search• The Pages: Websites, Blogs, Social The Pages: Websites, Blogs, Social

NetworksNetworks• The Chatter: Twitter, Comments, UGCThe Chatter: Twitter, Comments, UGC• The Pushers: Email, Mobile MessagingThe Pushers: Email, Mobile Messaging• The Midgets: Mobile Sites, Mobile The Midgets: Mobile Sites, Mobile

AppsApps• The Toys: Gadgets, WidgetsThe Toys: Gadgets, Widgets

Also different Offline Also different Offline WorldsWorlds

• The Old Guys: Print, TV, Radio, The Old Guys: Print, TV, Radio, Direct MailDirect Mail

• The Gossips: Word of MouthThe Gossips: Word of Mouth

The Questions are the The Questions are the same.same.

The way of collecting The way of collecting data is differentdata is different

1. I've spent the money & 1. I've spent the money & time...time...

...does anyone like me?...does anyone like me?

• The Big QuestionsThe Big Questions– How many people came?How many people came?– What did most of them do?What did most of them do?– How did most of them get How did most of them get

here?here?

• The Lingo:The Lingo:– How many...How many...

• Unique VisitorsUnique Visitors• Page ImpressionsPage Impressions

– What did they do...What did they do...• Top ContentTop Content• Bounce rateBounce rate• Paths & FunnelsPaths & Funnels• Entry and Exit PagesEntry and Exit Pages

– How did they get here...How did they get here...• Referring sitesReferring sites• Search termsSearch terms

1. I've spent the money & 1. I've spent the money & time...time...

...does anyone like me?...does anyone like me?

• The ToolsThe Tools– Web:Web:• Old School: Web log analysis (eg: Old School: Web log analysis (eg:

WebTrends)WebTrends)• Newer: Tag/Cookie-based (eg: Google Newer: Tag/Cookie-based (eg: Google

Analytics, SiteCatalyst etc)Analytics, SiteCatalyst etc)– MobileMobile• AdMob AnalyticsAdMob Analytics

1. I've spent the money & 1. I've spent the money & time...time...

...does anyone like me?...does anyone like me?

1. I've spent the money & 1. I've spent the money & time...time...

...does anyone like me?...does anyone like me?• Useful for...Useful for...– Overall trend analysisOverall trend analysis– Some KPI'sSome KPI's– Actual vs. GoalsActual vs. Goals

• Not so useful for...Not so useful for...– Detailed conversion analysisDetailed conversion analysis– Understanding individualsUnderstanding individuals– Using collected dataUsing collected data

2. Am I reaching my 2. Am I reaching my goals?goals?

• The Big Questions:The Big Questions:– What the heck are my goals?What the heck are my goals?– How many people are reaching those How many people are reaching those

goals?goals?– Why aren't more people reaching Why aren't more people reaching

them?them?

2. Am I reaching my 2. Am I reaching my goals?goals?

• The Lingo:The Lingo:– What are my goals?What are my goals?• Calls to actionCalls to action• ConversionsConversions

– How many people reached?How many people reached?• AcquisitionsAcquisitions

– Why aren't more people?Why aren't more people?• Funnels and Site PathsFunnels and Site Paths• A-B testing (UI)A-B testing (UI)

2. Am I reaching my 2. Am I reaching my goals?goals?

• The ToolsThe Tools– Google Analytics, incl. Website Google Analytics, incl. Website

OptimizerOptimizer– Other Analytics softwareOther Analytics software– Clicktale and Crazy EggClicktale and Crazy Egg– Campaign Tracking Software Campaign Tracking Software

(DartMail, for example)(DartMail, for example)

2. Am I reaching my goals?• Useful for...Useful for...– Real KPIsReal KPIs– Tracking spend vs. results across all Tracking spend vs. results across all

channelschannels• Not so useful for...Not so useful for...– Understanding individualsUnderstanding individuals– Using collected dataUsing collected data

• The Big QuestionsThe Big Questions– What’s their profile?What’s their profile?– What’s their behaviour?What’s their behaviour?

3. Learning about my 3. Learning about my usersusers

• The Lingo:The Lingo:–ProfileProfile• DemographicsDemographics• PsychographicsPsychographics• Expressed PreferencesExpressed Preferences

–BehaviourBehaviour• Search patternsSearch patterns• Behavioural PreferencesBehavioural Preferences

3. Learning about my 3. Learning about my usersusers

• The ToolsThe Tools–Your CMSYour CMS–Your ever-expanding database Your ever-expanding database

of User Profilesof User Profiles

3. Learning about my 3. Learning about my usersusers

• Useful for...Useful for...–Understanding individualsUnderstanding individuals–Refining selling and product Refining selling and product

offeringsofferings–Qualitative data collectionQualitative data collection

• Not so useful for...Not so useful for...–Trend analysisTrend analysis

3. Learning about my 3. Learning about my usersusers

4. Putting my newfound 4. Putting my newfound knowledge to workknowledge to work

• The Big OpportunitiesThe Big Opportunities– Segmentation and re-segmentationSegmentation and re-segmentation– CRMCRM– Behavioural targetingBehavioural targeting= DRAMATICALLY DRIVE UP = DRAMATICALLY DRIVE UP

CONVERSIONS THROUGH RELEVANCECONVERSIONS THROUGH RELEVANCE

4. Putting my newfound 4. Putting my newfound knowledge to workknowledge to work

• Email and SMS marketingEmail and SMS marketing

4. Putting my newfound 4. Putting my newfound knowledge to workknowledge to work

• Behavioural targetingBehavioural targeting• Amazon.comAmazon.com

4. Putting my newfound 4. Putting my newfound knowledge to workknowledge to work

A Dallas Mitsubishi car dealer used contextual advertising within the A Dallas Mitsubishi car dealer used contextual advertising within the automotive section of DallasNews.com to deliver targeted banners to automotive section of DallasNews.com to deliver targeted banners to consumers. The newspaper served the same ads … when visitors returned consumers. The newspaper served the same ads … when visitors returned to DallasNews.com even if they were outside the automotive area. The to DallasNews.com even if they were outside the automotive area. The dealer used Tacoda's Systems' Audience Management System targeting dealer used Tacoda's Systems' Audience Management System targeting capabilities to reach visitors whose prior actions suggested a keen interest capabilities to reach visitors whose prior actions suggested a keen interest in the advertiser's message.in the advertiser's message.Belo Interactive, which oversees DallasNews.com, reported that the Belo Interactive, which oversees DallasNews.com, reported that the response rate among the target audience was 7.7 percent as compared to response rate among the target audience was 7.7 percent as compared to the national average of 0.33 percent. These ads played a part in doubling the national average of 0.33 percent. These ads played a part in doubling the number of credit applications the dealership received, and increased the the number of credit applications the dealership received, and increased the number of online searches by 17 percent. The DallasNews.com campaign number of online searches by 17 percent. The DallasNews.com campaign generated 44 percent of the total phone calls into the dealership, at a time generated 44 percent of the total phone calls into the dealership, at a time when several other automotive promotions were running in other media.when several other automotive promotions were running in other media.

4. Putting my newfound knowledge to work

• ...to facilitate collaborative ...to facilitate collaborative content consumptioncontent consumption

4. Putting my newfound knowledge to work

• The ToolsThe Tools–Your very smart email campaign softwareYour very smart email campaign software–Your very smart mobile messaging Your very smart mobile messaging

platformplatform–Your CMSYour CMS–Your CRM system?Your CRM system?–Collaborative Filtering softwareCollaborative Filtering software–Rating/Collaboration softwareRating/Collaboration software–Behavioural Targeting softwareBehavioural Targeting software

4. Putting my newfound knowledge to work

• Useful for...Useful for...–Speaking to the right people at Speaking to the right people at

the right timethe right time• Not so useful for...Not so useful for...–Trend analysisTrend analysis–Quantitative MeasurementQuantitative Measurement

Analytics and Social Analytics and Social Media Media

• CharacteristicsCharacteristics– Qualitative rather than quantitativeQualitative rather than quantitative

• TechnologiesTechnologies– RSS TrackingRSS Tracking– Social Media AnalyticsSocial Media Analytics

• Potential IssuesPotential Issues– Many third-party applications and widgetsMany third-party applications and widgets– ““Sociographics” and “Social Actions” add Sociographics” and “Social Actions” add

another dimensionanother dimension– Everyone wants to “own the profile”Everyone wants to “own the profile”– Users less tolerant of tracking (for marketing)Users less tolerant of tracking (for marketing)

Analytics and Social Analytics and Social Media Media

• Potential IssuesPotential Issues– Many third-party applications and Many third-party applications and

widgetswidgets– ““Sociographics” and “Social Sociographics” and “Social

Actions” add another dimensionActions” add another dimension– Everyone wants to “own the profile”Everyone wants to “own the profile”– Users less tolerant of tracking (for Users less tolerant of tracking (for

marketing)marketing)

Implementation TipsImplementation Tips• Start with the goal in mindStart with the goal in mind• Too much data is as bad as too Too much data is as bad as too

little…little…• ……but measure every important thing but measure every important thing

from every important sourcefrom every important source• Use tagging/URLs to connect offline Use tagging/URLs to connect offline

into the mixinto the mix• Try to connect to actual revenue Try to connect to actual revenue

wherever possiblewherever possible

How do you improve How do you improve results?results?

• Change media scheduleChange media schedule• Changes to the funnelChanges to the funnel• Changes to the funnel based on traffic sourceChanges to the funnel based on traffic source• Change to site designChange to site design• Change to site contentChange to site content• Change to functionality on offerChange to functionality on offer• Offer incentiveOffer incentive• Behavioural targetingBehavioural targeting• CRMCRM

A Brief Note on LegalitiesA Brief Note on Legalities• Anonymous vs RegisteredAnonymous vs Registered• Use vs. DisbursementUse vs. Disbursement• Third PartiesThird Parties• Opt-in and Opt-outOpt-in and Opt-out• Be safe: Be OpenBe safe: Be Open• Keep up with the lawKeep up with the law

thanks

www.cambrient.comwww.thedigitaledge.co.za