Beyond web analytics to Digital Marketing Success

Creating and Delivering Client Value

Beyond Web Analytics

to Digital Marketing Success

Today’s Presenters

Bill Bruno

President, Stratigent LLC

[email protected]

(630) 658-2215

© 2011 IBM Corporation2

@BillBruno

Lee Isensee

Product Marketing Manager, IBM

[email protected]

@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


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


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



adaptive and

optimized

extended supply

chains based on

customer

MarketCreates

personalized and

relevant offers

with unified

cross-channel

marketing


and procurement of

goods and services

Targeted and

personalized


MarketBuy

Insight Strategy


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




of products and

services across

all channels

Servicing

customer needs

across all

interaction

channels

Service Sell

Customer

Engagement



adaptive and

optimized

extended supply

chains based on

customer

MarketCreates

personalized and

relevant offers

with unified

cross-channel

marketing


and procurement of

goods and services

Targeted and

personalized


MarketBuy

Insight Strategy


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




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!


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

Email

Paid

Display

Ad

Natural

Search

Mobile

Returned via a

Came to the site

via Natural Mobile

Social

Became a


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

Facebook

fan and

read user

reviews

about TVs

Moving From a Schema to a Strategy


Moving From a Schema to a Strategy


Agenda

�Framework for Multi-Channel Analytics

�Examples of Integrations

�An Approach to Analysis


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


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



separate tools

� Reported

separately


single channel


inputs

channel, but

data may be supplemented

to add context

� Data is

collected by

separate tools


� Focus is still

on a single

channel, but

COORDINATECOORDINATE

� Integration by

consolidating

data collection



separate tools

� Reported

separately


single channel


inputs

channel, but


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


� Focus is still

on a single

channel, but


� Integration by

consolidating

data collection

RELATERELATE

� More interest

in the ways

channels relate



separate tools

� Reported

separately


single channel


inputs

channel, but


to add context

data collection


in one view

� Focus is still

on single

channel


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


� Focus is still

on a single

channel, but


� Integration by

consolidating

data collection

RELATERELATE

� More interest

in the ways

channels relate



strategy than

data

� Focus is on

optimizing toward a

common goal,

with each

channel playing a different role

separate tools

� Reported

separately


single channel


inputs

channel, but


to add context

data collection


in one view

� Focus is still

on single

channel


channels relate

� Shared goals

but minimal

dependencies and channels

are treated

equally

Example: Multiple Channels Example: Multiple Channels


Example: Website & Traffic Drivers Example: Website & Traffic Drivers


Example: Analytics IntegrationsExample: Analytics Integrations

1Video

Integrate Video metrics into your analytics dataset


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


Example: Social Media DashboardExample: Social Media Dashboard


Example: MultiExample: Multi--Channel DashboardChannel Dashboard


Example: ChannelExample: Channel--specific KPIsspecific KPIs


Example: Cross Channel KPIsExample: Cross Channel KPIs


Example: Facebook CampaignExample: Facebook Campaign


Example: Global KPIsExample: Global KPIs


DATA ANALYSIS PROCESS


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


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



–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



�Manage confounders by isolating a control

�Create visualizations

�Summarize what you know

Observe, compare, investigate, conclude

�Look for relationships, patterns, and anomalies

�Make comparisons



– 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



�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


If you don’t convert a visitor, someone else likely will.

36

Reactivation

Turn behavioral data into actionable insights


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


Q & A

Today’s Presenters

Bill Bruno

President, Stratigent LLC

[email protected]

(630) 658-2215


@BillBruno

Lee Isensee

Product Marketing Manager, IBM

[email protected]

@OMLee


Business

Beyond web analytics to Digital Marketing Success