Analytics meets…

targeting meets…

CRM

Julian Brewer

Trackz

2010

Web Analytics packages are sold as if they’re an automatic coffee maker. In fact, it’s more like buying a coffee Plantation.

You can still get your coffee (eventually), but you’re going to have to stick your hands in a lot of more manure than you ever knew.

Tom Cunniff (Yahoo User Group)

Analytics Evolution …

Activity Counts Business Insight

# Users# Visits

# Page ViewsTop Pages

Top Referrers# Errors

WEBSTATS

WEBSTATS

RecencyFrequency

Average Visit LengthAcquisition Method

Event streamSection stream

WEBANALYTICS

InsightValueROI

Numerous studies have pointed out that while almost all Fortune 500 companies have great investments in “Web Analytics” they still struggle to make any meaningful business decisions. Most people complain that there are tera bytes of data and giga bytes of reports and mega bytes of Excel and PowerPoint files. Yet no actionable insights, no innate awareness of what is really going on through the clutter of site clickstream data.

Avinash Kaushik

120m people are regularly online in

Europe’s five biggest markets.

On average, internet users spend a quarter

of their weekly media time on the internet

Surfing the internet is the 3rd most popular

leisure activity of online Europeans

80,000 new blogs worldwide are

created every day

Analytics Evolution …

Activity Counts Business Insight Customer Intimacy

# Users# Visits

# Page ViewsTop Pages

Top Referrers# Errors

WEBSTATS

WEBSTATS

WEBSTATS

RecencyFrequency

Average Visit LengthAcquisition Method

EventstreamSectionstream

WEBANALYTICS

WEBANALYTICS

Likelihood to RespondAutomatic Visitor Segments

Content ClusteringSignificant Activity SequencesContent & Activity Associations

Inbound Marketing EffectivenessSearch Engine Effectiveness

PREDICTIVEWEB

ANALYTICS

InsightValueROI

Predictive Web Analytics: Defined

Predictive Web Analytics connects online data to effective action by

drawing reliable conclusions about current conditions and future events

“There’s a 60% chance of rain tomorrow”

Using historical weather data and current weather patterns, a forecast for the near future is developed.

The forecast is whether or not rain will fall

The probability of rain is 60%

… the decision is should I carry an umbrella or not?

Listen and interpret …

and Apply …

Associating Campaigns with Behaviour and drawing conclusions, … isn’t easy

Purchase is strongly associated with Paid

Placement but not at all with Email

Email Campaigns are strongly associated with the Researching of Events

SearchEngineReferral

PaidPlacement

Referral

E-mailCampaignReferral

AffiliateReferral

Campaign Activity

ResearchEvents

Purchase

Login

Home Page

SearchEvent

60%of Barclays

spend on ‘paid’ search

Source: IAB UK, 2007

H1 Online adspend ’07 reached a record £1,334.3m.

Spending on internet advertising grew by 41.3% yr/yr (Vs 3.1% overall)

Online’s share of total Ad spend grew to 14.7% up from10.5% for H1 2006.

….fuelling Inflation

1. Understand existing Behaviour was crucial

to minimise search cost

2. Model ppc & seo traffic to understandCustomer Journeys

3. Leverage seo & ppc traffics to Maximise SEO

Model customer behaviour

paidsearch

naturalsearch

Value of full view

modelled behaviour, findings …

Minimum of 20% un-attributed clicks assigned to the campaigns (possibly as

much as 60%)

40% of journeys ended with a Brand click (paid or natural)

Inferred correlation between work & home activity

Benefits overall in 20065% improvement in ppc costs

worth

£400k saved costs

Additional 6% site trafficWorth a total of

£1.3 million

income

focusing the site …

Full in page tagging reveals that ….

Link text outperforms banners by 400%

Customers often missed I-banking link

Site search traffic is 2x more ‘sticky’

Customer focused …

New page loads

50%

Faster and click through rate increased

43%

Average length of site visit has increased

2 fold

Beyond Predictive Analytics

More than 80% of executivesbelieve that their company loses sales each year because of its failure to engage customers.

Economist Intelligence Unit:Beyond Loyalty: Meeting the Challenge of Customer Engagement, 2007

47% said that the difficulty of measuringcustomer engagement is the biggest barrier to achieving greater levels of engagement.

Economist Intelligence Unit:Beyond Loyalty: Meeting the Challenge of Customer Engagement, 2007

Distribution of Web Site Review scores …

Source: Forrester’s 1,001 Web Site Reviews, versions 2-5

Number of sites

Pass Score = 25

97% of Web sites FAIL basic usability checks!

“At a time when firms in many industries offer similar products, business processes are among the last points of differentiation.”

Tom Davenport“Competing on Analytics”Harvard Business Review

Analytics Evolution

Activity Counts Business Insight Customer Intimacy

WEBSTATS

WEBSTATS

WEBSTATS

WEBANALYTICS

WEBANALYTICS

PREDICTIVEWEB

ANALYTICS

InsightValueROI

Customer Tailoring

WEBSTATS

WEBANALYTICS

PREDICTIVEWEB

ANALYTICS

LINKED/CRMANALYTICS

REAL TIME APPLICATION

Landing Page OptimisationMulti-Variate TestingJourney Optimisation

CMS

Listen and interpret …

Apply now…

Linked Analytics

Predictive applications that:

• discover what customers want to do

• predict what they will do

• apply this knowledge real-time to create more profitable customer relationships

Engaging in real-time ..

Winning landing page delivers

20%Greater response

butInterestingly we regularly run

3 variantsTo target customer segments

How many dedicated web analysts are there within your organisation?

100%

0%

20%

40%

60%

80%

F2F Phone Paper IVR Web Email Chat/IM

Research Transaction Service

Customers Rate Interaction ChannelsHow satisfied are you with each channel?

Source: Forrester – Why Web Site Analytics Matter, April 2004

Prospect Lead

generation Lead

handling Lead

conversion Retention

mgt Upsell

Crosssell

MaxCustomer

value

Gaining customersGrowing

RelationshipsRetaining

customers

Web Analytics

Predictive Analytics

Linked Analytics

Google Analytics … Ominture …WebTrends

In-house or hosted …?

Analytics must …

Move from the simplistic …

Make sense and add value to the complex …