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Marketer’s Guide to Finding the Right Analytics Platform
© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 2
The Perfect Fit For Your Organization
• What’s right for your organization?
• No “best to worst” platform ranking
• Understand the platforms
© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 3
Poll Question
• Which web analytics platform are you primarily using?
– Google Analytics Standard
– Google Analytics Premium
– Adobe Analytics
– IBM
– Webtrends
– Other
© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 4
Google Analytics Standard
• Free*
• Wide base of users
• Integrates with popular products
• Includes great tools:
– Multi-channel funnels
– Attribution modeling tool
– Remarketing capabilities
• Great training classes available
© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 5
Google Analytics Premium
• All the benefits of GA Standard, plus:
– Higher limits for: hits, views, custom metrics and custom dimensions
– Higher threshold for sampling and robust reporting of unsampled data
– Data-driven attribution
© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 6
Google Analytics Premium, continued
• Integrations, and more:
– DoubleClick integrations
– BigQuery export
– Custom tables
– Beta access to new features
– Service level agreement
© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 7
1stdibs: Google Standard to Premium
• Paid media campaigns: 47% lift in transactions;
10% gain in overall return on ad spend (ROAS)
• 34% increase in email click-through rate
• 24% increase on conversion quarter over quarter
“Not only do we trust the data, but we can identify and benchmark
acquisition costs - even across different segments - to get the best return
from our media planning. That’s power we’ve never had before”
- Anna Ivnitskaya, 1stdibs manager of analytics
© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 8
1stdibs: Google Standard to Premium
• 10 terabytes of historical customer data – reclassified
incorrect sales attributions
• Line of sight into digital’s role in driving online and
offline sales
• Scalable repeatable way to analyze customer
behavior & forecast sales by channel each month
“We’re now in the enviable position of having an accurate view at each
stage of our customer journey. Cardinal Path has enabled a custom cloud
analytics solution that not only gives us a business advantage, but helps us
shape a great customer experience, and ultimately ties in to our values of
industry-leading innovation and world-class customer service.’’
Katie Birmingham, Digital & E-commerce Analyst, U.S. Cellular Corporation
© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 9
Adobe Analytics
• Deep segmentation and analysis out
of the box
• Many integrations to 3rd party
platforms
• Core Services
• Power comes with a cost
© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 10
Adobe Analytics, continued
• Easily integrates with Adobe’s Marketing Cloud suite of tools:– Audience Manager (data management)
– Target (testing and personalization)
– Campaign (cross-channel management tool)
– Social (social marketing platform)
– Prime Time (video streaming service)
– Experience Manager (content management tool for websites and mobile apps)
© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 11
Other Platforms to Consider
© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 12
What are my options?
Great fit for:
• Budget-conscious
organizations
• Those organizations
without full-time analysts
• AdWords advertisers just
getting started with data
and analytics
Great fit for:
• Organizations pushing the
limits of GA Standard
• Advertisers and publishers
who want to get the most
out of Google’s
DoubleClick platform
Great fit for:
• Data-mature enterprises
with skilled resources
• Organizations that want
to leverage other Adobe
Marketing Cloud features
and integrate their data
with third party platforms
© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 13
Forrester Research Opinion
Source: “The Forrester Wave: “Web Analytics Q2.2014””
© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 14
User Ratings According to Trust Radius
Source: “The Buyer’s Guide to Digital Analytics Software,” Trust Radius
© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 15
Implement new solution, or re-deploy?
• Is your analytics
solution properly
configured?
• Do KPIs align to
business
objectives?
• Are your technical
and business
users adequately
trained?
© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 16
Western Union: Adobe Redeployment
• Adobe Analytics data connectors
allowed for Eloqua CRM integration
• Actions on site can be tracked by AA,
then fed back to CRM for remarketing
• Created precise customer segments in
Adobe Analytics, and push into other
Adobe products, like Target, for testing
© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 17
Switching Costs and Opportunities
• Time, money, effort
• Loss of data & integrations
• Re-training
• Update data and analytics strategy
• Add formal data governance
• Integrate w/ other data sources
© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 18
Analytics Platform Migration Checklist
• KPIs: map your business objectives to your data
• Create your decision criteria
• Evaluate your data team’s talent
© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 19
Analytics Platform Migration Checklist
• Evaluate solutions against your needs
• Evaluate costs:
– platform
– ownership (IT)
– training
– implementation
• Consider running your old platform in parallel for a while
© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 20
Key Takeaways
• Mapping KPIs to business objectives is the first and most important step
• Properly redeploying your platform may be just as effective as selecting a new one
• Take ALL costs into account, not just platform costs
• Use your new deployment or re-deployment as an opportunity to update your data tactics and strategies
THANK YOU