DATA, DATA, DATA

1
DATA, DATA, DATA How to prevent online analysis
paralysis? SEPTEMBER 21, 2009
2

• http//www.youtube.com/watch?vjpEnFwiqdx8

• Did You Know?

2
3
Too many?

• How many reports a day, a week?
• What do you use?
• How do they help you make the right decision?
• Is their a better way?

3
4
Getting Started
4
5
Continuous Cycle of Improvement- Aggregate Level
-
Measure ROI Take credit Share credit
5
5
6
Dont Ignore Personal Level Web Analytics!!!!
Web Analytics
6
7
Surprise! Two Cycles of Continuous Improvement!
Web Analytics
Simple observations Predictions Event and
Pattern Detection
7
8
Web Analytics Can Drive the Offline Too (
Benefit from)
ONLINE
Web Analytics
OFFLINE
8
8
9
Online Offline Marketers Synergies
Web Analyst
Offline

• Proven analytics methods
• Relationship focused
• Automate Innovate

• Granular behavior data
• Acquisition centric
• Emerging channels

9
10
Behavioral Targeting Using Click Customer
Insights

• Wouldnt it be great if your web site was able to
  actively shape the sales dialog much like an
  attentive sales person would do?

• Travel
• Retail
• Finance
• Insurance
• Telco

• Sales dialog used to rely on skillful sales
  personnel
• But model has shifted to self-service
• Besides offering a great self-service experience,
  how can you improve conversion rates?

• Build dialog on visitors
• Past current clicks
• Registered customer insights
• Combine business rules and self-learning
• Personalize online and offline interactions

10
11
Segment Target Anonymous Visitors Based On
their Site Behavior
VACATIONS R US

• Target Content Based On
• Clicks European destinations
• Keywords Bicycle vacations
• Referrer Mountain biking site
• Visitors Geo location USA, CA
• Self-learning intelligence Top Europe locations
  for sporty, US browsers
• Business rules Inventory

11
12
Interactive Data Across Online and Offline
Channels
Cross-Channel Targetingand Execution
Anonymous and registered visitors
12
13
Grow Business Value with Web Analytics
Business value
Strategic visitor insights for Interactive
Marketing
Tactical reporting
13
13
14

• Tracking Options

• Standard Web Server Log files
• Pixel tracking
• Redirect tracking
• Feeds from other systems
• Eye tracking
• Full session activity tracking
• Panel Tracking
• IP Tracking
• Onsite vs. Offsite tracking
• Listening trackers for Social Media

14
15
Skewing Data
15
16
Engagement

• Beyond traffic and conversion
• How should I measure if a consumer had a positive
  experience?

16
17

• Create consensus KPIs
• Evaluate your current reporting tools
• Develop actionable reporting
• Create a test plan
• Make analytics a priority

• What Is Next?

17