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Creating and Delivering Client Value
Beyond Web Analytics
to Digital Marketing Success
Today’s Presenters
Bill Bruno
President, Stratigent LLC
(630) 658-2215
© 2011 IBM Corporation2
@BillBruno
Lee Isensee
Product Marketing Manager, IBM
@OMLee
Transforming The Way Organizations Leverage Data
From one-time engagements to long-term partnerships, Stratigent can help you build a best-in-class analytics
© 2011 IBM Corporation3
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
BuyDrives intelligent,
adaptive and
optimized
extended supply
chains based on
customer
MarketCreates
personalized and
relevant offers
with unified
cross-channel
marketing
Sourcing, controlling
and procurement of
goods and services
Targeted and
personalized
marketing across all
MarketBuy
Insight Strategy
© 2011 IBM Corporation4
customer
demand
ServiceAnticipates
behavior and
delivers flawless
customer service
across all
channels
Sell Enables
customers and
partners to
buy what they
want, when and
where
goods and services marketing across all
customer interactions
Selling and fulfillment
of products and
services across
all channels
Servicing
customer needs
across all
interaction
channels
Service Sell
Customer
Engagement
At IBM, we are harnessing marketing changes is through Smarter Commerce
BuyDrives intelligent,
adaptive and
optimized
extended supply
chains based on
customer
MarketCreates
personalized and
relevant offers
with unified
cross-channel
marketing
Sourcing, controlling
and procurement of
goods and services
Targeted and
personalized
marketing across all
MarketBuy
Insight Strategy
© 2011 IBM Corporation5
customer
demand
ServiceAnticipates
behavior and
delivers flawless
customer service
across all
channels
Sell Enables
customers and
partners to
buy what they
want, when and
where
goods and services marketing across all
customer interactions
Selling and fulfillment
of products and
services across
all channels
Servicing
customer needs
across all
interaction
channels
Service Sell
Customer
Engagement
At IBM, we are harnessing marketing changes is through Smarter Commerce
BuyDrives intelligent,
adaptive and
optimized
extended supply
chains based on
customer
MarketCreates
personalized and
relevant offers
with unified
cross-channel
marketing
Sourcing, controlling
and procurement of
goods and services
Targeted and
personalized
marketing across all
MarketBuy
Insight Strategy
© 2011 IBM Corporation6
customer
demand
ServiceAnticipates
behavior and
delivers flawless
customer service
across all
channels
Sell Enables
customers and
partners to
buy what they
want, when and
where
goods and services marketing across all
customer interactions
Selling and fulfillment
of products and
services across
all channels
Servicing
customer needs
across all
interaction
channels
Service Sell
Customer
Engagement
Web Analytics provides marketers with answers for increasing return on marketing investments
� Web, social, and mobile analytics
� Advanced segmentation
© 2011 IBM Corporation
� Impression attribution
� Multichannel analytics
� Customer lifecycle visibility
� Benchmark against peers
7
Customer
expectations of
service, price and
delivery are soaring.
Customers now have
unlimited access to
information and can
instantly share it
with the world
Social networking and
mobile commerce
have dramatically
changed the dynamic
between buyer and
seller.
This is the age of the empowered customer
Get it now or
go elsewhere!
© 2011 IBM Corporation8
155 millionNumber of tweets sent
via Twitter each day
75%Percentage of people who
believe companies don’t tell
the truth in advertisements
$93 billionAmount in sales missed due
to out of stock inventory
Today’s customers expect a consistent and relevant experience across multiple channels and across sessions
Paid
Display
Ad
Natural
Search
Mobile
Returned via a
Came to the site
via Natural Mobile
Social
Became a
© 2011 IBM Corporation9
Paid
Search
Searched
for HDTV
on Google
Purchased
out-of-stock
blu-ray player
after scanning
QR code in-
store
Responded to
newsletter TV
clearance link
Returned via a
display ad click;
picked a product
recommendation
on site
via Natural
Search, entered
discount code
and purchased
at TV
Mobile
Calls support
center for
help setting
up the blu-ray
player
Became a
fan and
read user
reviews
about TVs
Moving From a Schema to a Strategy
© 2011 IBM Corporation10
Moving From a Schema to a Strategy
© 2011 IBM Corporation11
Agenda
�Framework for Multi-Channel Analytics
�Examples of Integrations
�An Approach to Analysis
© 2011 IBM Corporation12
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)
© 2011 IBM Corporation@BillBruno
and front-end integrations)
� Data is
collected by
separate tools
SEPARATESEPARATE
Data Integration ClassificationsData Integration Classifications
© 2011 IBM Corporation
separate tools
� Reported
separately
� Focus is on optimizing a
single channel
based on single channel
inputs
� Data is
collected by
separate tools
SEPARATESEPARATE SUPPLEMENTSUPPLEMENT
� Focus is still
on a single
channel, but
Data Integration ClassificationsData Integration Classifications
© 2011 IBM Corporation
separate tools
� Reported
separately
� Focus is on optimizing a
single channel
based on single channel
inputs
channel, but
data may be supplemented
to add context
� Data is
collected by
separate tools
SEPARATESEPARATE SUPPLEMENTSUPPLEMENT
� Focus is still
on a single
channel, but
COORDINATECOORDINATE
� Integration by
consolidating
data collection
Data Integration ClassificationsData Integration Classifications
© 2011 IBM Corporation
separate tools
� Reported
separately
� Focus is on optimizing a
single channel
based on single channel
inputs
channel, but
data may be supplemented
to add context
data collection
or simply by displaying data
in one view
� Focus is still
on single
channel
optimization, but with more external inputs
� Data is
collected by
separate tools
SEPARATESEPARATE SUPPLEMENTSUPPLEMENT
� Focus is still
on a single
channel, but
COORDINATECOORDINATE
� Integration by
consolidating
data collection
RELATERELATE
� More interest
in the ways
channels relate
Data Integration ClassificationsData Integration Classifications
© 2011 IBM Corporation
separate tools
� Reported
separately
� Focus is on optimizing a
single channel
based on single channel
inputs
channel, but
data may be supplemented
to add context
data collection
or simply by displaying data
in one view
� Focus is still
on single
channel
optimization, but with more external inputs
channels relate
� Shared goals
but minimal
dependencies and channels
are treated
equally
COLLABORATECOLLABORATE
� Integration is
more about
strategy than
� Data is
collected by
separate tools
SEPARATESEPARATE SUPPLEMENTSUPPLEMENT
� Focus is still
on a single
channel, but
COORDINATECOORDINATE
� Integration by
consolidating
data collection
RELATERELATE
� More interest
in the ways
channels relate
Data Integration ClassificationsData Integration Classifications
© 2011 IBM Corporation
strategy than
data
� Focus is on
optimizing toward a
common goal,
with each
channel playing a different role
separate tools
� Reported
separately
� Focus is on optimizing a
single channel
based on single channel
inputs
channel, but
data may be supplemented
to add context
data collection
or simply by displaying data
in one view
� Focus is still
on single
channel
optimization, but with more external inputs
channels relate
� Shared goals
but minimal
dependencies and channels
are treated
equally
Example: Multiple Channels Example: Multiple Channels
© 2011 IBM Corporation
Example: Website & Traffic Drivers Example: Website & Traffic Drivers
© 2011 IBM Corporation
Example: Analytics IntegrationsExample: Analytics Integrations
1Video
Integrate Video metrics into your analytics dataset
© 2011 IBM Corporation
2Voice of Customer
Bring attitudinal data into your dataset
3CRM
Segment your analytics by integrating your CRM system
4Affiliate
Import affiliate data for your analytics reporting
Example: Facebook & CRMExample: Facebook & CRM
© 2011 IBM Corporation
Example: Social Media DashboardExample: Social Media Dashboard
© 2011 IBM Corporation
Example: MultiExample: Multi--Channel DashboardChannel Dashboard
© 2011 IBM Corporation
Example: ChannelExample: Channel--specific KPIsspecific KPIs
© 2011 IBM Corporation
Example: Cross Channel KPIsExample: Cross Channel KPIs
© 2011 IBM Corporation
Example: Facebook CampaignExample: Facebook Campaign
© 2011 IBM Corporation
Example: Global KPIsExample: Global KPIs
© 2011 IBM Corporation
DATA ANALYSIS PROCESS
© 2011 IBM Corporation
DATA ANALYSIS PROCESS
Data Analysis is a Four Step Process
DEFINE DISASSEMBLE EVALUATE DECIDE
Explicitly state the problem
Break the problem and
Observe, compare,
Make actionable
© 2011 IBM Corporation31
the problem you are trying to solve
problem and the data into smaller pieces
compare, investigate, conclude
actionable recommend-ations
State the problem you are trying to solve
�Be explicit
�Beware of biased questions
DEFINE DISASSEMBLE EVALUATE DECIDE
© 2011 IBM Corporation32
–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
DEFINE DISASSEMBLE EVALUATE DECIDE
© 2011 IBM Corporation33
�Manage confounders by isolating a control
�Create visualizations
�Summarize what you know
Observe, compare, investigate, conclude
�Look for relationships, patterns, and anomalies
�Make comparisons
DEFINE DISASSEMBLE EVALUATE DECIDE
© 2011 IBM Corporation34
– 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
DEFINE DISASSEMBLE EVALUATE DECIDE
© 2011 IBM Corporation35
�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
It takes an average of 6.8 digital interactions before conversion.
Loyalty
© 2011 IBM Corporation
If you don’t convert a visitor, someone else likely will.
36
Reactivation
Turn behavioral data into actionable insights
© 2011 IBM Corporation
Marketers need insight into the full customer profile and journey to more
effectively understand and optimize the digital presence of their brands.
On average, an individual may be exposed to anywhere from 100 to
500 ads per day.
37
Q & A
© 2011 IBM Corporation
Q & A
Today’s Presenters
Bill Bruno
President, Stratigent LLC
(630) 658-2215
© 2011 IBM Corporation39
@BillBruno
Lee Isensee
Product Marketing Manager, IBM
@OMLee
© 2011 IBM Corporation