Jason Widup (WebTrends) & David Millrod (Tech Leaders)jason.widup@webtrends.com

dmillrod@technologyleaders.com

6 Areas of Focus to Maximize the Success of Your Digital Marketing Analytics Program

Introductions - webtrends

• Jason Widup // webtrends principal digital marketing consultant– 14 years of technology experience, 6 in digital marketing– Vendor, client, consultant, startup, and advertising agency experience

• webtrends digital marketing optimization consulting– Started practice in December with long time colleague Brandon Ralls– We help our clients realize their greatest potential across all of their digital

marketing programs

Technology Leaders• A leading web analytics consultancy with a unique blend of:

– Strategic, vendor-independent vision– Technical depth– Proprietary tools to better leverage your web analytics platform

• Founded 2002: 100% focused on Web Analytics• 2004: co-founded Web Analytics Association• Hundreds of successful engagements, many for Fortune 500 clients

David Millrod• A founder and co-Managing Partner of TL• Previously 10 years at Morgan Stanley and a partner at USWeb• Patented inventor, clarinetist, whitewater kayaker

The need for structure

Do I have to raise my hand? Yes please.

• You are getting 100% of your needs met from your digital marketing and analytics program

• You’ve had a solution installed for a while but you are not yet getting the value you believed you would

• If you’re not getting that assumed value, it’s because of limitations or issues with the product

• I feel paralyzed due to the fact that webtrends has so much data and so much flexibility – I’m not sure what to do first, next, last

• How many of you noticed my presentation title is different?

it’s ok – no one is

most aren’t that far

I bet it’s not

this framework will help

I couldn’t resist…

Framework overview

Uncover business objectives, understand existing measurement capabilities, and define measurement strategy

Tagging strategy that aligns to measurement strategy,

implementation plans, testing & QA

Understand data sources, develop integration

schema, integrate sources and test

Understand organizational reporting needs, determine best delivery mechanisms,

develop information architecture, automation

Training, governance, integration into business

decision-making processes

Define optimization strategies, setup alerting on

primary KPIs, enable agencies with rich data

Measurement Strategy

Concept• Start with your company’s

overall business objectives• Define online objectives

within context of company’s• Develop measurement

strategies to support learning and optimization objectives

Projects/Tools• Maturity Assessment• Roadmap Development• Benchmarking• Data Quality Assessment

Implementation

Concept• Define a Tagging Strategy

that supports the Measurement Strategy• Develop Implementation

Plan• Configure measurement

tools• Include testing and QA

plans

Projects/Tools• Website Tagging Matrix• Tool Configuration

Document• Implementation Plan• Test Plan• Site crawlers like Maxamine• Tech Leaders – Auto

Tagger

Implementation Challenges:Custom JavaScript

• One size does not fit all for complex sites or advanced metrics• Custom JavaScript can greatly reduce the cost of tagging sites• Recent TL examples:

– Consolidated traffic sources reporting– Efficient rotating ads impression tracking– Automatic DHTML/AJAX tracking– On site search success measurement

Implementation Challenges:Legacy sites

• For some sites, tagging is too costly or slow• Tagging is essential for accuracy or for using WebTrends OnDemand• TL Auto-tagger

– Tags site pages automatically– No developer involvement required– Compatible with IIS and Apache– Particularly useful with mobile devices

Data Integration

Concept• Understand available

sources of data, their relationship to your digital marketing program, and their integration capabilities• Develop integration plan• Configure integration

components/tools

Projects/Tools• Data Taxonomy and

Mapping Matrix• Key Value Maintenance

Process (i.e. Campaign IDs)

Data Integration: Response TimeHow Important is it?

• 33% of end-users via a broadband connection will wait no more than 4 seconds for a Web page to render.

• 33% of dissatisfied users attributed their dissatisfaction to the Web site being too slow or taking too long to render.

• 75% were likely not to return to that site again.Source: Jupiter Communications

• Google AdWords penalizes slow landing pages

Data Integration: Response TimeNormally unavailable with WTOD or SDC

TL Dynamic Response

TL Dynamic Response

Data Visualization and Delivery

Concept• Develop reporting

requirements, understanding KPIs needed from each stakeholder group• Provide overview statistics

with drill-in views• Most simple view of data

that meets all requirements is the best

Projects/Tools• Report Wireframes and

Mockups• Dashboards within

WebTrends• Scorecards and

Dashboards external to WebTrends

• Automation via ODBC

Adoption

Concept• Develop and deliver role-

based training• Deploy data and analytics

governance processes• Integrate digital analytics

data into larger business decision support processes

Projects/Tools• Executive Sponsorship• Role-Based Training• Brown-bag discussions• Change Management• Other Governance

Processes

Ongoing Optimization

Concept• Includes optimizing all

forms of digital marketing• Enable timely optimization

data delivery mechanisms• Define thresholds for

important KPIs• Enable sharing of data with

partners

Projects/Tools• Integrate web and

advertising• Automated test and

optimization tools• A/B/Multivariate testing• Content Management

Ongoing Optimization:Exception Analysis

• Why dig into the details within your reports?– Averages and totals misrepresent reality– Summaries suffer from tunnel vision (“fighting the last war”)– Being proactive requires spotting items before they reach the top 10

But…

100 sites * 50 reports * 1000 rows * 4 columns = 20 million data points

TL Dynamic Alert

TL Dynamic Alert

Alerts sent when activity exceeded historical norms

Event envelope based on historical norms

TL Summary thoughts

• Measurement Strategy– Begin with a blank page rather than the out of the box reports

• Implementation– Custom JavaScript can make a huge difference in quality and effort required

• Data Integration– Go beyond campaign and product translations (e.g. response time)

• Data Visualization and Delivery, Adoption, Optimization– Turn your raw data into timely news via alerting and analysis

How to apply this to your program

• You need to know your starting point before you can figure out how to get where you’re going– Maturity/Capability Assessment (come to my workshop tomorrow for this)– Program Roadmap

• Take the pieces that will have the biggest impact with minimal effort to implement– Start small and prove value before taking on bigger changes

• The decision-support capabilities of your digital marketing measurement tools are directly related to the effort put in to them

Q&A (aka Free Consulting!)