Digital Analytics When Your Website Isn't "Top Dog"

DIGITAL ANALYTICS

WHEN YOUR WEBSITE ISN'T TOP DOG

Partner, Web Analytics Demystifiedmichele@webanalyticsdemystified.com@michelejkiss

MICHELE KISS

@michelejkiss

@michelejkiss

WHO AM I?

@michelejkiss

Global leader in digital analytics consulting

We literally wrote the book(s) on digital analytics!

WEB ANALYTICS DEMYSTIFIED

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@michelejkiss

2003

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ONLY 10 YEARS AGO...

April 2004

February 2004

February 2005

March 2006X

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@michelejkiss@michelejkiss

@michelejkiss

2013

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WHAT IS MORE ENGAGING?

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OR ...

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THERE’S NO VALUE TO A WEBSITE

That’s not to say that there isn’t a place for websites.

And it’s not to say there can’t be great content!

Consumers only want to spend so much

time on your website!

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It’s tempting to try to force consumers to your website...

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YOU HAVE CONTROL• Over measurement • Over responses

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After all, there is less of a chance of this ...

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where the fish areIT’S ABOUT FISHING

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So let’s say you’re ready to embrace the challenge

What does that look like?

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THINGS REMAIN SIMPLER1 IN ECOMMERCEThe website may continue to have prominence. After all, the it is the ultimate conversion point.

1 (a little)

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?

THE ONLINE/OFFLINE CHALLENGE

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SO HOW DO CLEVER MARKETERS DEAL WITH THIS?

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1. DON’T THINK ABOUT METRICS.START WITH GOALS AND

OBJECTIVES.

Metrics for metrics’ sake areworthless.

What are the business goals?What are the campaign goals? What do you WANT?

How will you know if you got it?

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WHAT IS THE GOAL?This is a business question, not an implementation question!

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2. DO THE PREP

Defining what’s important is more work up front, but gives you a measuring stick to use after the campaign.

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YOU’LL BE SURPRISED!Thinking through your Goals may also

highlight problems with your strategywhile you still have time to fix

them

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3. DEFINE KPIS

This isn’t a list of “every metric we can think

of to put on a report”or “every metric I can pull

out of Facebook Insights”

These critical metrics will be used to determine success.

They define what you want out of the campaign.

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EXAMPLE• Goal: Create an audience

for lightly-branded entertainment content

• Sample KPIs:– Increase YouTube Subscribers by XX%– Generate XX video views– XX% video completion rate

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EXAMPLE• Goal: Create successful

loyalty program• Phase 1: Build audience• Sample KPIs:

– XX,XXX Total Members in the first 60 days– XX% Active Members– X.X+ Visits per Visitor per Month to loyalty

site– XX% of of Members complete a Share activity

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EXAMPLE• Goal: Participation and

engagement by customers in photo sharing campaign

• Sample KPIs:– Participation:

• XXX tweets to #hashtag • XXX images shared to #hashtag via Instagram• XXX photo shares via Facebook brand timeline

– Engagement:• XX% Return visitation to web/mobile site to view new

submissions

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SO NOW YOU KNOW YOUR GOAL...

In a perfect world, how would we measure it?

In the real world, how can we measure it?

(Including leading indicators or directional metrics)

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PERFECT vs. REAL WORLDWhat we would like to measure ≠ what we can measure

Not everything is possible.“I want to track consumers

from Facebook to You Tube and then into the store.”

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That doesn’t mean something isn’t possible.

Use leading indicators.

What measures will suggest that those goals were fulfilled? (Even if they’re not perfect.)

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BENEFIT OF LEADING INDICATORS

Get results more quickly!

Offline sales could take months to judgeNeed to inform your next campaign!

Now > PerfectDirectional results now are better than perfect answers in 6 months

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EXAMPLE• Goal: Encourage product new customer

trial and current customer cross-product trial.

• Sample KPIs: – XX,XXX Coupon Prints– XX,XXX Redemptions

• Secondary KPIs:– XX,XXX Coupon Shares

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EXAMPLE• Goals: Awareness and Trial

of new product• Sample KPIs:

– XX% lift in product awareness and product consideration (via survey methodology)

– XXMM ad impressions, with XX% visibility – XX% increase in site search for coupons– XX% increase in navigation to products

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4. DON’T PRIORITISE “EASY”

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IT’S NOT EASY

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“Yeah, so like our KPIs are impressions and time on site.”

THAT’S NOT WHAT MATTERS!

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It’s about ACTIONWhat action did you want?

Did you get it?

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5. BROADEN YOUR (MEASUREMENT) HORIZONS

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How?

1. Experiment

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How?

2. Plan & Research

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6. WEIGH ALL THE EVIDENCENothing is more useless than channel-siloed

metrics.

RESULTS

=

Using the KPIs established at the beginning!

(+ more)

@michelejkiss@michelejkiss

Partner, Web Analytics Demystifiedmichele@webanalyticsdemystified.com@michelejkiss

MICHELE KISS