UMCD 2011 Conference - Is Your Elephant Shy?

Is your

elephant

Achieving value from measurementTim Elleston – Murdoch University

shy?

Murdoch University

➤ Established 1974 in Perth, relaunched brand in 2007

➤ 3 WA campuses, 4 offshore campuses

➤ 18,000 students

➤ 20% international (100 countries)63% female skewed

➤ 1,400 staff

➤ 200+ courses

➤ 4 major universities in Perth, market size approx 80,000

Online strategy Demonstrate depth and breadth of courses

Raise awareness of research capabilities

Relevant user-centric experience

Multiple audiences

Prospective students of all ages

Parents, Teachers, Counsellors

Media

Researchers

Engagement

Primary KPI: Lead Generation Secondary KPI: Submitted Applications

12,000+

5,900+$230m+

Online optimisation through Adobe Online Marketing Suite

Information in...

...insights out

Relevance yields greater conversion

78% of companies surveyed

said data collection is

not tied to business objectives

or strategy

Online Measurement and Strategy Report, E-consultancy, 2008

Online Measurement and Strategy Report, E-consultancy, 2008

What an

incredible opportunity

we're faced with.

We now live

in a world

that’s disconnected

not in the sense of...

unconnected.

No, in fact we've never been so connected.

We wake in the morning,switch on our iPhones

have a quick check on our

emails.

At the breakfast table we'll read the news.

Half of us have tweeted before we’ve even left the house.

The other half have updatedFacebook.

We travel to work in our…

totally connected

totally disconnected

Throughout the day, more tweets,

more status updates.

At work, we’re on email constantly

An estimated 294 billion emails were sent daily in 2010

262 billion

There were 25 billion

tweets

by 175 million users

When we get home

we’re back on email

& tweeting our way through the night.

An obsession

Maybe.

But we’re out there

online

connected

somewhere

everywhere.

All of this was fully connected

But all of this was

disconnected

Disconnected from a

single screen

And that,

represents an incredible opportunity for us,

for us as marketers.

Consumers today are demanding

that the internet come to them

not them to their screens.

They decide the

device

to interact with our brands.

Our content is now

consumed

repurposed

redistributed,

ranked

reviewed

faster than we can possibly keep up.

So the internet is changing

It’s already changed

Are we keeping up with it?

So how can we

optimisefor engagement?

Or we can get the elephant out of the corner fast

Luckily, we havea way to knowwhat to do…

We can now measure millions of interactions

as they’re happening

both on and off site

We’re now in a better position to

optimise our content,

to connect

engage

retain

our audiences like never before,

across whatever devicethey choose to interactwith us.

It's

ANALYTICS

Web analytics

is something

need

You know

But when

you get it

Web analytics is notjust about the numbers

It’s there to help you get smarter

to make smarterdigital decisions

optimise your content

optimise your user experience.

It’s giving you insights into

User Behaviour

how they’re interactingwith you.

And it’s giving you the opportunity to

make it better

Better for you

Better for them

But so few use it for that.

Top 3 reasons

“Its just a reporting tool”

“No one to use it”

“Don’t know what to do with it”

5 steps to success

Step 1 Site Analysis(a.k.a. reporting)

Step 1 Site Analysis(a.k.a. reporting)

How are visitors getting to my site?How long are they staying?

Where did they come from?What content are they reading?

What many leads or purchases are occurring?

Step 2 Segmentation

Step 2 Segmentation

What are the most valuable visitor segments?What are the common click behaviours?

What content is best suited to target each segment?Do my audiences react differently?

How can I use what I learn on my site?

Step 3 Optimisation

Step 3 Optimisation

How can I improve our site's structure and content to increase conversion rates?

How can I reallocate online ad spend to attract more profitable customers?

Step 4 Targeting

Step 4 Targeting

What is the most effective content for each visitor based on their previous site behaviour?

Should I target a customer, right now, with an acquisition,

conversion or retention message?

Step 5 Cross Channel(integration)

Step 5 Cross Channel(integration)

What’s the best way for me to continue my dialogue with this

person?

Based on all interactions, across all channels, what’s the

best offer I can make this person next?

Am I likely to be losing this customer soon?

Many just look at the numbers

in theaggregate...

All they’ll see is the big picture...

“1,000,000 visitorsthis month”

“5 million page views”

“They spend 5 mins on our site”

But they’re missing the point

1,000,000 visitors

Is that goodor bad?

Depends onwhere they went

what they didand how they got there

You need to get beyond the numbers

Numbers in the aggregate…

Segmentation is the

key to success

Segments are different clusters of something

Common ones are:

Then there’s user segments

There’re behavioural segments(those that do something, vs. those that don’t)

And then business segments

At Murdoch we use the

Adobe Online Marketing Suite

to understand and influenceuser behaviour

across all of our digital channels.

“influence behaviour”

Statistically, only 3%will do something

We’re trying to influence the

97%who don’t do anything

to be more like the

3% who do.

Segmentation is very important to us.

Segmentationgives us the actionable insights

and actionable insights gives us a Return on Investment

International User Journey – before redesignColor indicates propensity to become a lead

Red is more likely to become a lead.

Courses

Average Page Views per visitLow High

Insight derived using Adobe Omniture Discover

So we redesigned a portion of the site

International User Journey – after redesignColor indicates propensity to become a lead (+ve increase)

Courses

Average Page Views per visitLow High

Insight derived using Adobe Omniture Discover

Murdoch University ranked #1 for proportion of new leads generated from the website

Hobsons Enrolment Management Services

Figure Out Your Courseour primary lead tool

Figure Out Your Courseunderstand user personas helps to inform course design

It’s not just the web site either

We measure interactions through mobile applications.

Figure Out Your Course went mobileDeveloped a custom iPad recruitment app for Open Day

Figure Out Your Course went mobileGreat lead generation…excellent interaction rates

Offline data is captured too

Recruitment campaigns

Heard about HiPPO?

70% of companies surveyed said

the marketing executive

is making the call on

promotional content

Omniture Conversion Survey, 2009

Just because they like it doesn’t mean your users do

Isn’t it

ironic

Marketers have spent

years

learning the value of listening to customers

and asking them

what it is they

want

and yet online...

Web analytics is notjust about the numbers

It’s about online business optimisation

Don’t assume all users want the same

thing

SiteCatalyst

Test&Target+

TM

TM

deliver optimisation and

relevance

Behavioural TargetingGoal: Target content based on category affinity

Based on site section affinity, we customise our homepage

Behavioural Targeting exampleGoal: Re-engage lapsed Postgrad applications

Default Unknown Affinity

Default Undergrad Affinity Re-engageLead but No App Yet

Re-engageApp Started, not completed

Behavioural TargetingResult: Re-engaged 34% of lapsed applications

Default Unknown Affinity144 Applications

Default Undergrad Affinity

Re-engageLead but no App yet22 of 1,286 re-engaged

Re-engageApp Started, not completed27 of 79 re-engaged (34%)

2

1

3

4

1

3

4

2

Approx $2,000,000

Sometimes you’ll getunexpected results

That’s

That’s why you test

The only test that failsis the test that

doesn’t teach you anything

Don’t be afraid to try

Which one drives more applications?

or

#1 Direct to ApplicationStraight to application forms

#2 Via Micro-siteThrough a micro-site, then to application forms

Do microsites increase conversion rates?

RESULTS

To Apply Online Via Micro-site98,000 visitors saw something 49,000 saw each version555 applications submitted

283 applications 272 applications

No big difference to overall conversion rates...

Applications Submitted Completion Rate Lift

1,290 total (any source) 36.4%

557 from non-campaign 34.6% Control

733 from campaign sources 38.0% 10%

Micro-site vs. Main Site Results

374 from micro-site visitors 37.5% 8%

916 from the main site 36.0% 4%

A/B Testing Results

555 came from Testing activity 42.9% 24%

272 converted from micro-site promo 44.2% 28%

283 converted from direct promo 41.8% 21%

Segmentation showed micrositesimproved completion rates by 28%, around $10m rev. opportunity

Internal Searcha gold mine of opportunity

Internal Search1.8 million searches a year

In 2010 we stumbled across this number

Staff spend 208 seconds per search request


225,000 searches/year



12,963 hours/year or 1,728 workdays



12,963 hours/year or 1,728 workdays

@ $40/hr = $518,500 cost

Internal SearchTabbed results where default is a manual list

Search Term Result Expectationschange depending upon time of year

Exam Timetable

Timetable

That meant the priority of results needed to

change over time

We need to up-weight & down-weight

results over time

So we “overhauled” our search engine

Adobe Search&Promote

SiteCatalyst&Search&Promote

Test&Target

=

optimisedsearch results

Up-rank/down-rank based on

recent traffic to contentnot search term

The more popular the page, the higher it ranks.

Internal SearchResult: more relevant, categorised results

Internal SearchResult: 11.5% reduction in search time = $60,000 saving

SearchResult: roll out externally

Audience-influenced search resultsStaff vs. Student vs. External

Apple devices were most popular

Mobile webGoal: develop a mobile site for most popular devices

Anticipation

Disappointment

Mobile webResult: launched a new mobile web site for Staff & Students

Mobile webResult: Apple remains most popular device

Anticipation

Expectation met

Mobile webResult: Engagement achieved through mobile devices

Anticipation

Expectation met

In summary

Putting it all together,

does it add value?

Course EngagementYear on Year +35%

Course Conversion2008 to 2011 +69%

2008 = 0.42% Conversion



2011 = 0.71% (YTD)

Revenue opportunityJan-Aug ‘09 to ‘11 +40% increase

2009 to 2011* = 56% increase in revenue

With a user-centricapproach, backed up by web analytics…

You can easily go from measurement

toinsight,

to connect

engage

retain

your audiences

and replace

“I think” with

“I know”

tim ellestonprincipal – digital balance

[email protected]

www.linkedin.com/in/timelleston

UMCD 2011 Conference - Is Your Elephant Shy?

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