Evan Sikes at Analytics That Excite

Increasing Online Conversions with Data

Integration

Let us know what you think!#AtE2015

@InfoTrustLLC@NickDuskey

Hello!I am Evan SikesDirector of Marketing at Cowan’s Auctions

You can find me at:evan@cowans.com@evansikes

COWAN’S AUCTIONS

Cincinnati-based fine art and antiques auction house led by PBS History Detective and Antiques Roadshow personality, Wes Cowan.

Hello!I am Nick DuskeyWeb Analyst @InfotrustLLC

You can find me at:@NickDuskey

The Challenge

User Actions

➜ New Registrants and Visitors

➜ Absentee, Phone, and Timed Bids

➜ Where and how those bids are executed

ANALYTICS IN THE FINE ART AND AUCTION WORLD

Bidders

➜ Bidders are largely digitally based

➜ The internet has changed the game

➜ 3 important factors involved

➜ Non-traditional sales model➜ KPIs not measured with “out-of-

the-box” analytics solutions➜ Working with proprietary software

on the back end➜ Sale of firearms made manual

advertising placement the only possible model

Business-Specific Challenges

➜ Data siloed into different systems, each with a different purpose

➜ Technology deployment must be custom, due to use of custom software

➜ Need for quick reporting functionality due to manual advertising methodology

Technology-Specific Challenges

TECHNOLOGY MUST ADAPT

TO MEET BUSINESS

NEEDS

The Approach

The Three Layers of Data Integration

Data Sources

These are the originators of data. In our case the data consisted of web analytics data, user data, bid data, and advertising data sources.

Integration Tool

In this case a Tag Management System was used as a real-time data integrator. Could also have been accomplished using an integration tool like Analyze.ly

Data Interface

The endpoint for data in this scenario was Google Analytics. Other common endpoints are databases, dashboards, or Business Intelligence (BI) tools.

DATA INTEGRATION PROCESS

Identify Common Keys

Implement Technology

Build Meaningful Reports

One key to bind them....

Advertising Data

UserData

WebData

TAG MANAGEMENT

It’s not just an easy way to implement analytics and advertising pixels

Key to integrating systems in real time

DON’T EXPEND VALUABLE

RESOURCES MANUALLY

INTEGRATING DATA

ANALYZE.LY

Analyze.ly is a web application that automatically integrates data from various platforms automatically

GOALS

GOAL REPORTING

Reporting on KPIs is critical to any organization’s digital success. Pro tip: Don’t use pageviews or bounce rate as a KPI

Absentee Bid Dashboard

Absentee Bid Dashboard (Continued)

The Results

COWAN’S ADVERTISING PROCESS

Place trackable ads

Measure business-specific KPIs

Revise copy, placements, and budget

DISPLAY ADVERTISING

By targeting specific sites with high Return on Advertising Spend, every marketing dollar is maximized.

Rare Book Hub$59,700 in Bids

Ad cost = $400

42%Increase in online bidding in first 30 days following data integration

185%Increase in bid value via strategic decisions informed by integrated data

163%Increase in number of bids

Thanks!Any questions?You can find me at:@NickDuskeynick@infotrustllc.com