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)

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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

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EX

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Delicious Food Corp, Inc.

Low

Easy

IMPACTHigh

Hard

EA

SE

OF

EX

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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

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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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Photo Credits