Case Study: Analytics at CMC Markets: from measuring clicks to driving business

Econsultancy.com and CMC Markets | 1 Adtech Singapore 2012

Case Study: Analytics at CMC Markets: from measuring clicks to driving business…

CMC Markets

John Sinke

Regional Marketing Manager, Asia


Online Financial Services…Shares, Forex, indices and more


This is where our journey started…

Picture of old CMC Markets

Website (2010)


In reality our website looked more like this…


We were facing massive analytical challenges…

• Google Analytics not present on all sites • No consistent set up and reporting • Few marketers were able to use Omniture / Webtrends • Webtrends offered limited added value compared to Google Analytics • Different channel analytics: Eyeblaster, Web Antenna, DGM, MediaMind… • Not only by country, also by channel! • Resistance from agencies and local teams…


And we were double counting…

Google Bloomberg SEO

Display Click Purchase

Google Bloomberg SEO

PPC Click

1 Sale


Fixing the basics first… Web Analytics & Campaign Tracking

•Full technical audit of our Google Analytics implementation

• Restructuring and redelivery of our Google Analytics accounts and code

• Correct and consistent measures implemented across portfolio

• Linking Google Analytics and Google AdWords

•Google Analytics (GA): Web Analytics and Campaign Tracking

• Visibility or measurability of customer interaction on our sites

• Conversion is primary measure

• Web analytics is key tool for conversion optimisation


Why Google Analytics?

• Powerful enough for detailed analysis and segmentation

• Allows different goals to be tracked (e.g. Live Account, Demo Account, Seminar Sign-Up)

• Simple to use and insightful for any marketer (or CEO for that matter!)


Fixing the basics first… Channel Analytics

• Solution – single channel

analytics provider with ad

serving

• Providing single view across

all marketing levers -

de-duplicated and fully

inclusive of marketing costs

• Providing segmentation and

retargeting capabilities on

and off site


Now onto the more exciting stuff…. Attribution modeling

Affiliates Display Email SEO PPC

$0 $0 $0 $0 $200 $60 $20 $20 $20 $80


Understanding how quickly we recoup our marketing spend…

Life time value • How do we acquire valuable leads

• Map marketing with trading data

• Increase / decrease spend accordingly

• Target high value client acquisition channels

• By linking Conversion to Live Account

• Building “look back” models


This is where we are now…


Create a full customer Live Time Value view… driving business

Channel Analytics (Adform) Online media

PPC

Affiliates

CRM

Direct

eDM

Web Analytics (Google Analytics)

Channel analytics. Clicks, conversion, cost, click path, de-duplication, adserving

GA provides web site level conversion data. Site performance, page conversion, last click sales data, visits, page flows, funnel reporting

Pega /

BIS

Lan

din

g p

age

Bro

wsi

ng

& P

rod

uct

Lead

gen

erat

ion

Dem

o a

pp

licat

ion

Live

Ap

plic

atio

n

Organic (SEO)

LTV data back into acquisition strategy to improve sales pipe


Towards an online dashboard…

Media Plans


Analytics is painful…

Some of the challenges…

Technology

Sub domain

Cross domain

Data Integration

Mapping

Naming conventions

Advertising networks

Training Staff &

Agencies

Resistance with

agencies


Special thanks to:

Wil Lynch and Damien Clothier at CMC Markets UK

Case Study: Analytics at CMC Markets: from measuring clicks to driving business

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