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Presentation on web and digital analytics management framework for Potomac Forum - 3/30/10
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Phil KemelorMarch 30, 2010
Getting a Grip on Digital Analytics:A Plan for Driving Online, Social Media, Mobile and Video Strategy
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• World’s largest vendor Web analytics consultancy.• Founded in 1997, the company has helped leading
corporations, government agencies and non-profits achieve measurable improvement in the performance of their web channel.
• Clients include American Express, Charles Schwab, National Cancer Institute, Nokia, NHLBI, AARP, and National Geographic.
About Semphonic
Portland
San Francisco
Boston
New York
Washington, DC
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1996 – 2006 – The WebThe Web 1996 – 2006 b
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The Web 2006 - Today
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The Web -Tomorrow
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Mobile is the most popular and rapidly adopted personal technology in the world.
Why Mobile Matters
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Why Mobile Matters
Smartphone sales in the U.S. will double from 32.5 million in 2009 to 67.3 million in 2012.
Smartphones will make up nearly half of all worldwide handset sales in 2013.
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Time, Money, Staff
Which channel do you spend more on?
Which channel is most effective?
Which channel attracts visitors?
Which channel keeps visitors?
Which channel helps visitors most?
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Multiple Ways to Measure
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Multiple Ways to Measure
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Multiple Ways to Measure
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Multiple Ways to Measure
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Multiple Ways to Measure
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Multiple Ways to Measure
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Multiple Ways to Measure
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Multiple Ways to Measure
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The Data Tsunami
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Digital Analytics Strategy
CommitmentOrganizationProcessMetricsCommunicationTools
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Commitment ScorecardDo you have a web strategy?
Are Web objectives defined?
• Only 2 percent calculate Web site return on investment among Federal agencies.(Web Analytics Association)
Are you calculating Web site return on investment?
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2020
Czar of Analytics
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Organization ScorecardHow widespread is the use of analytics throughout the organization?
• Nearly 70 percent do not have a full time web analyst.(Web Analytics Association)
Are there full time web analysts?
• Over 60 percent spend only a few hours per week on web analytics.(Web Analytics Association)
How many hours per week are spent on web analytics?
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Analytics Program Office
Analytics Program Office
Marketing
Mobile Web
IT
Web Governance
User Experience
Social Media
Content Management
Business Intelligence
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Process ScorecardAt what point in the content , communications or application development process is analytics requested?
When is analytics data made available? Daily, weekly, monthly?
How frequently are reports distributed and how are they made available?
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Digital Project Life Cycle
Digital Project Life
CycleRequirements Design Development Testing Launch Post-Launch
Metrics Life Cycle
Metrics and data collection requirements
Report design Report development
Data collection and report testing
Metrics production Analysis
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Metrics Scorecard
• Over 80% Federal agencies rely on site-wide high level traffic metrics (Web Analytics Association)
What metrics do you use to make decisions about your web site strategy?
• Only 35% conduct deeper analysis on content.(WAA)
What metrics do you use to determine whether to enrich or retire site content?
• Only 15% conduct acquisition analysis. (WAA)
What metrics do you use to understand the best outreach method to attract visitors to your site?
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Goals Based MetricsCorrelate web metrics with real strategic and tactical goals
Develop success event models for fixed web, social media and mobile and compare effectiveness based on spending and objectives.
Establish segments to understand behavior of specific visitor groups, such as geolocation, search engine, marketing campaign, origination
Conduct page level, function level or site level analysis to understand why content, navigation and outreach succeed or fail.
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Communications Scorecard
How do you present analysis?
How do you train staff to use analysis for making decisions about their web initiatives?
How do you get people to speak the same language about web measurement?
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Interpretation and AnalysisCustomize analysis; one size doesn’t fit all.
Provide context for analysis; make information crystal clear.
Provide just enough detail.
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Tools ScorecardWhat tool sets, services and methods are you using to understand your online and offline channels?
Are these tools being kept only because their value hasn’t been questioned?
Are there tools that may not appear to be valuable because there are no qualified resources to manage them?
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Access to ToolsBase selection on metrics, usability, access and maintenance requirements?
Consider data integration and API capabilities of multiple tool sets.
Understand the staffing and capital requirements to enable access to decision makers.
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• Czar of Analytics• Analytics Program Office• Digital Project Lifecycle• Goals Based Metrics• Interpretation and Analysis• Access to Tools
Digital Analytics Strategy Summary
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Thank you!Phil [email protected]
