Adobe: The Wonderful World of Web Analytics

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1

The Wonderful World of Web AnalyticsMike Barton, AdobeJames Tall, Adobe

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.


All the right INGREDIENTS to a marketing plan mean nothing without good MEASUREMENT


Agenda

Understand analytics and challenges that marketers face

Create a list of ingredients for a winning analytics strategy

A measurement framework

Action: Leave an analytics framework that drives insight


Web Analytics – A Definition

the analysis of qualitative and quantitative data

from your website and the competition,1

to drive a continual improvement of the online experience that your customers, and potential customers have,

2

which translates into your desired outcomes (online and offline).3

Web Analytics


In other words . . . “measuring desired outcomes”


How to bake a “Best in Class” marketing measurement strategy

Ingredients: Understand why

marketers are data rich, but insight poor


OLD SCHOOL NEW SCHOOL


*

*“Marketing ROI in the Era of Big Data” (Feb 2012)Columbia Business School / NYAMA

91% of senior corporate marketers believe that successful brands use customer data to drive marketing decisions


57% of marketers are in the dark and are not basing budgets on any ROI analysis


36% report that they have “lots of customer data” but “don’t know what to do with it”


39% of marketers say they can’t turn their data into actionable

insight


Key Takeaway: “Marketers are data rich and insight poor”


Challenge

• Knowing what to report

• Identifying actionable insights

• Presenting the value of analytics

Solution• D.U.M.B. objectives /

KPIs

• A business case for advanced analytics

• Suggestions for presenting findings to key stakeholders





Select D.U.M.B. objectives


Objectives must be D.U.M.B.D: Doable

Challenge


Are you capable of accomplishing the goal?


Objectives must be D.U.M.B.U: Understandable

Challenge


Are the objectives clear to all stakeholders?


Objectives must be D.U.M.B.M: Manageable

Challenge


Do we have resources in place, and time to achieve?


Objectives must be D.U.M.B.B: Beneficial

Challenge


Given the other D.U.M requirements, will this be worth our time?







Select D.U.M.B. objectives

Use appropriate KPIs


KPIs measure “desired outcomes”


Retail: Online KPIs1. Revenue2. Orders3. Conversion Rate

(Orders/Visitors)4. Average Order Value

(Revenue/Orders)5. Revenue per Visit6. Average Selling Price

(Revenue/Units)7. Units per Transaction

(Units/Orders)


Media: Online KPIs1. Unique Visitors2. Page Views, Video Starts, &

Mobile Views3. Page/Video/Mobile Views

per Visit4. Registration Rate

(Registrations/Visits)5. Video Consumption Rate

(Video Starts/Visits)6. Visits per Visitor

(Visits/Visitors)


Fin. Services: Online KPIs1. Application Submissions2. App Completion Rate

(App Submissions/App Starts)3. App Conversion Rate

(App Submissions/Visits)4. Self-Service Transaction

Completions5. Self-Service Cost Savings

(Call-center cost – Online cost) * Transaction Completions


B2B: Online KPIs1. MQLs2. Inquiries/Leads3. Inquiry Conversion Rate

(Inquiry Completions/Visits)4. Cost per Inquiry/Lead

(Acquisition cost/Leads)5. Form Completion Rate

(Inquiry Completions/Inquiry Starts)

6. Micro-conversions(Pathing, Non-gated videos)





Select D.U.M.B. objectives Use appropriate KPIs Understand your

sophistication


27

For every organization, it’s important to understand where they are in the maturity curve. At some point, they begin to need to drill down and ask the deeper questions that are going to move them beyond reporting to

analytics, advanced segmentation and beyond.

Ashish BraganzaSenior Manager, Global Business Intelligence

Lenovo

”

“


A case for advanced analytics

DESCRIPTIVEDIAGNOSTIC

ADVANCED DIAGNOSTICPREDICTIVE

PRESCRIPTIVENow

Goal State

Dashboards

Reporting(Custom/

Personalized)

Mobile Reporting

Integrated Campaign

Management

Conversion Metrics

Sequential Path Analysis

& Fallout Reporting

Marketing Attribution

Segment Analysis

Data Visualizatio

ns(Site

Analysis)

Advanced Pathing

Cross-Visit Analytics

Multi-Report

Workspace

Advanced Data Visualizations

Cross-Channel Analytics

Predictive Forecasting

Digital Analytics Ad-Hoc Analysis Multichannel Analysis

Media Mix Optimizatio

n

1 2 3 4 5

AdvancedAnalytics

BasicAnalytics

Challenge

• Identifying actionable insights

Solution

• A business case for advanced analytics



Ingredients: Understand why marketers

are data rich, but insight poor


sophistication Presenting the value


Presenting data to key stakeholders1. Tell a story

Challenge

• Presenting the value of analytics

Solution

• Suggestions for presenting findings to key stakeholders

Give the data MEANING


Establish a CLEAR DIRECTION for what’s going to be covered and what the DESIRED OUTCOME is

Presenting data to key stakeholders2. Start strong


Cover your content in the TIME ALLOTTED. Also, leave ample time for DISCUSSION or QUESTIONS

Presenting data to key stakeholders3. Use your time effectively


Be flexible and cover what THEY want to focus on – not necessarily what you want to

Presenting data to key stakeholders4. Be flexible while presenting


ANTICIPATE potential questions by identifying what content could be susceptible to further questioning

Presenting data to key stakeholders5. Be ready with supporting data


Find an INSIDER who can coach you on how to best present to the TARGETED audience

Presenting data to key stakeholders6. Know your audience


Make presentations SHORTER and more CANDID

Presenting data to key stakeholders7. Keep it simple


Preparedness and polish will leave a POSITIVE IMPRESSION on your audience

Presenting data to key stakeholders8. Be prepared


Explain why the project is WORTH the executive’s time or approval

Presenting data to key stakeholders9. Share the ROI




are data rich, but insight poor


sophistication Presenting the value A measurement framework




An Analytics Framework


Analytics Framework: Business Objective

Explain in a SENTENCE, without NUMBERS, what you are trying to accomplish


Analytics Framework: Goals

A QUANTIFIABLE or NON-QUANTIFIABLE outcome of the business objective


Analytics Framework: Key Performance Indicators

The METRICS used to evaluate SUCCESS of the business objective.


Analytics Framework: Target

Every KPI needs a TARGET by which to evaluate, or it is meaningless.

22 LBS


Analytics Framework: Segments

Know your CUSTOMER SEGMENT and SET your KPIs and targets accordingly.


Measurement Framework

Business objective Goals KPIs Target Segments




are data rich, but insight poor Select D.U.M.B. objectives Use appropriate KPIs Understand your

sophistication Presenting the value A measurement

framework



Call to action: Apply measurement framework to your organization


Mike [email protected]: @omniBartonLinkedIn: Michael Barton

James [email protected]: James Tall

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Adobe: The Wonderful World of Web Analytics