Measurement Framework, Tools and Dashboards - May 10, 2011
Web AnalyticsUnraveled
If you don't know where you're going, any path will take you there.
First Acknowledge Where You Are
Performance Management
Expert
• Predictive analytics• Click2Close reports• Push-pull tools• Multichannel analysis• Activity based costing• Social influence• Scenario forecasting
Integrated Marketing
Advanced
• Segmentation• Personalization• SEO/SEM• KPI alerts• Cost-shifting• Real-time indicators• Social monitoring
Behavior Optimization
Intermediate
• Funnel analysis• A/B testing• Dashboards 1.0• KPI's• Path analysis• Landing pages• Custom tracking
Website Metrics
Beginner
• Visits, page views• Top entry/exit• Traffic sources• Popular content• Keyword drivers• Conversions• Capacity/Uptime
IT-driven, feel good info
Marketing-driven, metrics that matter, try & learn
Focus on the customer, optimize spend
Strategic web
Modified version of slide #17 from "Establishing Your Online Analytics Maturity" by Stephane Hamel via Slideshare
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Next, Before You Measure Anything
Source: "Web Analytics 101" by Avinash Kaushik
Create a measurement framework
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1. Business Objectives2. Goals3. Metrics4. KPI's (driven by biz goals)5. Targets6. Dimensions7. Segments
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Definitions ExampleBusiness Objective:Why your brand is on the web.
Web Goals: Strategies to accomplish your objectives.
Metrics:A metric is a number.
Key Performance Indicators:Metrics that help you understand how you're doing against your objectives.
Target:Numerical values you have pre-determined as indicators success or failure.
Dimension:An attribute of the Visitor to your website.
Segments:A segment contains a group of rows from one or more dimensions.
Business Objective:Retail foot traffic.
Web Goals:Increase e-coupon usage.
Metrics:80% of the #'s are irrelevant. 20% = KPI's
Key Performance Indicators:# of Groupon sales# of Individual memberships
Target:Groupon: 8,000 sales per monthMemberships: 1,800 per month
Dimension/Segments:Acquisition - Groupon ads, Mid-western US states, Females
Behavior - Website & Groupon conversions, (Action Alerts, Memberships)
Adap
ted
from
"W
eb A
naly
tics
101"
by
Avin
ash
Kaus
hik
Previous example calculated without any help from a web analytics tool.
Statement by Avinash Kaushik
Prioritize What You Plan to Measure
Website conversionsSocial media participationSocial media monitoringSocial media advertisingPaid searchOrganic search (onsite)Organic search (offsite)Crowdsourced couponingInternet display advertisingEmail (sales)Email (service)BloggingMicrobloggingAffiliate marketingAggregator marketingMultimedia content syndicationVideo & audio marketingLanding page optimizationLocation-based marketingCo-branded partnershipsMobile marketing
CreateKPI's
Mapped to objectives and goals
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Analytics Implementation Roadmap
Low
Easy
IMPACTHigh
Hard
EA
SE
OF
EX
EC
UT
ION u v
w x8
Delicious Food Corp, Inc.
Low
Easy
IMPACTHigh
Hard
EA
SE
OF
EX
EC
UT
ION
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Groupon: 8,000 sales per month
Big Picture
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Website Analytics
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Website Analytics Tools
Under $500 /moFree $50k-$1 million /yr
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Common Tool Features
Real-time analyticsHistorical analyticsStandard & custom reportsInteractive graphsAdvanced segmentationReferring page analysisClick path analysisPage & file type statsContent statsKeyword statsGeographic insightsCampaign integration
Visitor insightsRich user interface/dashboardGoal conversionsMobile trackingFunnel reportsTrack multiple domainsComprehensive help guidesMobile statsHeatmapsNotificationsAutomated reportingAccess errors
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What's Commonly Measured
Behavioral VariablesHit Page view Visit First VisitUnique Visitor Repeat VisitorsNew VisitorImpressionBounce Rate Session DurationTime on PageEngagement TimePage Views per SessionSession per UniqueClick path Site Overlays
Temporal VariablesDay & TimeRecencyFrequency
Environmental VariablesIP addressScreen resolutionBrowser typeOperating systemLocationTime zone
Referrer VariablesReferring domainCampaign IDAffiliate ID
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What Should Be Measured
Likelihood to convert by visitor type — instead of “number of visits”
Shortest paths to sale — instead of “top click streams”
Top conversion obstacles — instead of "top exit pages"
Daily revenue gap — instead of "daily bounce rate" (maximum revenue potential of a website minus actual revenue)
Page elements most interacted with — instead of "time on site"
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Impact
Likelihood to convert by visitor typeTailored website ads to match user demographic/need
Shortest paths to saleRemoved 35% of homepage actions to widen funnel
Top conversion obstaclesStreamlined forms, added phone #'s, removed clutter
Daily revenue gapBalanced against customer sat to maximize site revenue
Page elements most interacted withAdded interactive tools, video & social sharing
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OLD SITE NEW SITE
Social Media Monitoring
Factors Affecting the Selection of SMM Tools
Metrics offered2.47
2.33
2.29
2.13
1.82
1.42
1.39
On a scale of 1-4, with 4 being the most important factor - KISSmetrics & oneforty survey, May 2011
User interface
Ability to integrate
Price
Ability to schedule updates
Pro access to data streams
Relationship with vendor
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What Companies Pay for SMM Tools
$100 per mo or less54.7%
19.7%
19.0%
4.4%
2.2%
$100-$500 per mo
$500-$5,000 per mo
$5,000-$10,000 per mo
$10,000+ per mo
Source: KISSmetrics & oneforty survey, May 201119
Free SMM Tools
20 Based on the chart developed by KISSmetrics & oneforty for their May 2011 survey
Paid SMM Tools
Less Than $500 per Month Greater Than $500 per Month
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Common Tool Features
DashboardBuild database of influencersDemographicsCustom listening queuesSocial mentions & volumeSentiment analysisContent, keywords & tagsEngagement toolsConversation historyCustomer service outreachThird-party integrationCustomizable consoles
Mobile versionVisualization toolsWorkflow managementBenchmark competitorsSocial feedsSearch by media typeReports and data exportsSupport for multiple usersTrainingExport dataData archivingMultiple language support
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What's Commonly Measured
Comments/mentionsUnique commenters# of new commentersThread sizeTime with contentContent downloadsSubscriptions/subscribersContent views/plays/opensLikes/follows/votesContent sharing (retweets, stumbles, bookmarks) Suggestions/feedback/commentsSpinoff content/link backsRecommendations/ratingsBrand postsHashtagsReachViewership
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What Should Be Measured
= the rate & direction of the change in the position of a brand
Lot's of things. Social metrics are evolving rapidly.
Things like vector analytics are upon us...
24 Source: Heardable.com 2.0, currently in alpha testing
And Predictive Analytics
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= the path a brand is heading in over time
Dec 2011Nov 2011Oct 2011Sept 2011
Sour
ce: H
eard
able
.com
2.0
, cur
rent
ly in
alp
ha te
sting
Impact
If being the top performing brand in your industry on Facebook was one of your brand strategies for the next year and you could forecast that your top competitor was outpacing you 18:1, what would you do?
How about augmenting your social media tactics and realigning your online marketing budget so that you could make quick changes to influence next quarter's results?
Imagine if your shareholders had access to the same predictive analytics tools that you do -- would that prompt your management to approach social media any differently?
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Dashboards (scorecards).
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Google Analytics
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Omniture SiteCatalyst
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Radian 6
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eCairn
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Ideal Dashboard May Be Unattainable
* Limitations of legacy systems* Data controlled by silo'd channels* Limited budget/resources* Lack of senior mngt advocate (CAO)* Unrealistic timelines
* Rapid change/lack of standards* Difficult/costly to integrate* Data not always reliable (social)* Every company's goals different* Lack of skill set & expertise
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Dashboards Are Unique to Each Company
Approx 80% of your value comes from 20% of your analytics data.
Context lies in the relationship between data points across platforms.
Custom build & integrate only what gives you a competitive advantage.
Subscribe to most analytics tools (more cost-effective, test & learn).
Website AnalyticsGoogle AnalyticsOmniture SiteCatalystClickyWoopra
Conversion FunnelUnbounceOmniture Test&TargetClickTaleSnapEngage
Social MonitoringeCairnRadian6SocialMentionFacebook Insights
Us vs. CompetitorsHeardableCompeteNielsen SuitecomScore MobiLens
Server Side AnalyticsLog FilesUptime % and ErrorsPage Load SpeedIntra-site Search Stats
Content Optimization Omniture Publish Google Keyword Tool Covario Insight Zoomerang
Advertising Acxiom Digital Email Test&Target 1:1 Commission Junction Vibrant VXPlatform
Production Salesforce CRM Custom Lead Mngt Call Center Reports Sales & Revenue
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If SEO, content syndication & inbound link building are goals, then...
Be Great At Analytics Tied to Your Goals
Have site traffic but poor conversions? Want to be the top performing brand in your industry on Facebook?
Website AnalyticsGoogle AnalyticsOmniture SiteCatalystClickyWoopra
Conversion FunnelUnbounceOmniture Test&TargetClickTaleSnapEngage
Social MonitoringeCairnRadian6SocialMentionFacebook Insights
Us vs. CompetitorsHeardableCompeteNielsen SuitecomScore MobiLens
Server Side AnalyticsLog FilesUptime % and ErrorsPage Load SpeedsIntra-site Search Stats
Content Optimization Omniture Publish Google Keyword Tool Covario Insight Zoomerang
Advertising Acxiom Digital Email Test&Target 1:1 Commission Junction Vibrant VXPlatform
Production Salesforce CRM Custom Lead Mngt Call Center Reports Sales & Revenue
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Tools and tactics are essential, but strategy wins the war.
You could purchase an analytics company, like Walmart did
If Your Goal Is To Dominate E-Commerce
Kosmix: Uses semantic analysis technology to track, filter and re-publish quality social media content.
WalmartLabs new mission: To invent the next generation of ecommerce: integrated experiences that leverage the store, the web, and mobile, with social identity being the glue.
April, 2011
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37 of 10
Chief Analytics OfficerOr hire one of these
[ INSERT YOUR BRAND NAME HERE ]
Super-Mega Dashboard Extraordinaire
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data that dr ives decis ions
heardable.com
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