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Advanced AnalyticsHow to prevent online analysis paralysis?October 4, 2009
• How many reports a day, a week?
• What do you use?
• How do they help you make the right decision?
• Is their a better way?
2
TOO MANY REPORTS?
TOO MANY VARIABLES?
seasonality
competing objectivesCPM, CPA, CPLnews and current events
new medianew campaignsdrop off
budget allocations
time of day
changing technologiesgeo targeting
open ratenew agency
New Competitors
bounce rate
new boss
clickshits
bounce ratevisits
TPS Reportspage views
John from Kentucky came to the site and visited three pages
TOO MUCH INFORMATION?
open ratedeliverable rate
time of dayPages per Visit from
California
Traffic from Twitter
Unique Visitors
Cookie Rejection
5
UNCLEAR, SKEWED DATA
Doesn’t make sense, anomalies, don’t know what pages are included and excluded...
UNCLEAR CONTEXT
Does this include all of our sites?
Is this just us?
Are these actual unique people?....
DASHBOARDS
ANALYSIS PARALYSIS
9
GETTING STARTED
Car insurance monthly searches: 31,000,000o Monthly spend: $6,450,000
Auto insurance monthly searches: 53,000,000o Monthly spend: $11,000,000
Life insurance monthly searches: 6,200,000– Monthly spend: $858,000
NFL monthly searches: 44,500,000o Monthly spend: $102,000
SEARCH
WHAT IS SEARCH?
SEO
Paid Search
Display or banner advertising placements:
• Networks, Specific site deals, contextual targeting
Pricing:• CPM, CPC, CPL, CPS
Measurement:• Brand Awareness, Traffic, Sales
DISPLAY ADVERTISING
Aggregators• Good source for online leads• Can drive up online marketing
costs• Very savvy with paid search,
display
Affiliates• Similar to aggregators• Often smaller sites that can
have less volume and favorable rates
AGGREGATORS & AFFILIATES
• Effective stand alone tactic
• Works well in conjunction with direct mail
• Provides strong testing ground for offers, copy
• Cost effective as acquisition and CRM tactic
• Beyond traffic and conversion• How should I measure if a consumer had a positive
experience?
ENGAGEMENT
• Existing customer service– pay bills (go paperless)– up sell additional policies and products– claims– review their policy– FAQs– Learn tips to reduce claims
• Prospects– enrollment form– interactive quote tools– sales copy– 800#
• Investor relations• Employment opportunities
YOUR WEBSITE
• Standard Web Server Log files• “Pixel” tracking• Redirect tracking• Feeds from other systems• Eye tracking• Full session activity tracking• Panel Tracking• IP Tracking• Onsite vs. Offsite tracking• Listening trackers for Social
Media
TRACKING OPTIONS
The Perfect Team
Segmentation
Data Normalization
Focused KPIs
Test & Learn
Integration
Automation
BEST PRACTICES
MarketingITExecutive ManagementFinance• Share learning across
the organization• Training is key
THE PERFECT TEAM
SEGMENTATION
•Geo-segmentation
•Age-segmentation
•Time-on-site segmentation
•Product segmentation
•Behavioral segmentation
•Time-of-day segmentation
Learn how different segments interact with the site
Create a list of key segmentation points
DATA NORMALIZATION
When possible, calculate out the effect of variables in your data
This can make the difference on whether a trend is good or bad
FEWER FOCUSED KPIS
Average Pages/Visit/Segment
Revenue/returning visit
Video views/unique visitor
number of visits until newsletter subscription
average quotes/purchase
percentage of site searches with 0 results
percentage of page views with errors
percentage of branded vs. unbranded searchers
completion rate of contact form
clicks on agent-locator tool
disqualification rate/traffic driver
top converting searches
conversion rate/hour of the day on weekdays
percentage of eligible visitors opting into paperless billing
completion rate of contact form
bounce rate/keyword
top pages used in the refer a friend toolnumber of users who used the online chat tool
average time to complete a quote
Example:
1. Quotes/visit by non-customers by channel
2. Purchased policies/quoted visitor
3. Percentage of eligible users who opt into paperless billing
4. Completion rate of online registration form
5. Find-an-agent tool usage rate
TEST & LEARN
• Create a calendar of tests to be performed throughout the year
• Prepare each test with a decision tree to ensure that various outcomes are actionable
• Share the results with additional business units where applicable
• Be flexible to modify the testing plan if business needs change
• Focus on larger gains and losses rather than superficial refinement
• Make sure a project manager is assigned to coordinate the resources and see the tests to completion
INTEGRATION
Paid Search bid management
Scheduled report delivery
Pre-calculated metrics
Ad targeting and re-targeting
Event-driven email
Automated optimization
AUTOMATION
When trying to improve acquisition performance, it’s important to measure against the segment of visitors who aren’t existing customers
Logging in or completing a purchase identifies someone as an existing customer
SEGMENT CUSTOMERS AND PROSPECTS
CREATE BUCKETS
Oftentimes the company itself and its partners can produce enough traffic to skew web data
Entire workplaces may be excluded by their IP address to ensure that only consumers are tracked
FILTER OUT NON-CONSUMERS
Focus on Consumers
CONSIDER DATA OWNERSHIP
USE GRANULAR ALLOWABLES
$300 CPA
$150 CPA
Keep short and focused to maximize participation
Use web analytics to segment responses
If tracking is present, replay user sessions to understand context
SURVEYS
• Focus on quotes and leads for user experience, but focus on conversion for business value
• Survey customers and prospects
QUICK TIPS
• Make analytics a priority
• Create consensus KPIs
• Evaluate your current reporting tools
• Develop actionable reporting
• Create a test plan
WHAT’S NEXT?