Driving Bottom Line Impact with Engagement Analytics
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1 Driving Bottom Line Impact with Engagement Analytics New Web Metrics for Fewer Headaches & More Insights! Ron Person, Director of Analytics
2 Sitecore. Compelling Web Experiences Instructions for Today s Webinar A recording & slides will be sent to you within 48 hours after the event! Visit the twitter hashtag: #NewMetrics Type your questions in the chat window for the Q&A at the end of the presentation Page 2
3 Sitecore. Compelling Web Experiences Featured Presenter Ron Person Director of Analytics Sitecore Ron has written 26 books including four international best-sellers on performance improvement and business computing. His latest book, Balanced Scorecards and Operational Dashboards with Microsoft Excel has a 5-star rating on Amazon. Ron was on of Microsoft s first 12 independent consultants He was an independent consultant in business and performance improvement for 25 years with a Six Sigma Black Belt in quality improvement and certified as a Balanced Scorecard consultant for strategic performance improvement. Page 3
4 Sitecore. Compelling Web Experiences About Sitecore Leading provider of enterprise-class.net web content management and portal software for mid-to-large organizations Presence Worldwide Amsterdam, Boston, Bremen, Brisbane, Copenhagen, London, Portland, San Francisco, Stockholm, Tokyo, Wellington Business Stability Profitable since inception in 1999, same owners, same vision and same technology (.NET) Page 4
5 Sitecore. Compelling Web Experiences About Sitecore continued Customers Over 2,400 client installations Over 25,000 web sites worldwide Recognized Microsoft Gold Partner, Microsoft High Potential ISV 2010 Gartner Cool Vendor in WCM 2008, WCM Magic Quadrant 2010 Leader Red Herring s Top 100 European Innovative Tech Ventures for 2011 Support Over 600 Sitecore Certified Partners worldwide Page 5
6 Sitecore. Compelling Web Experiences Some of Sitecore s customers Page 6
7 Sitecore. Compelling Web Experiences Driving Bottom Line Impact with Engagement Analytics New Web Metrics for Fewer Headaches & More Insights! Ron Person, Director of Analytics Page 7
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10 Jerry, I Love the Colors
11 Upsell, Cross-Sell, Down-Sell
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13 Measure and Improve Engagement Web Analytics Quantity (High Traffic) Silo Marketing No Leverage Complex Engagement Analytics Quality (High Engagement) Cross-Channel Marketing Marketing Multiplier Simple and Elegant
14 High Traffic Highly Engaged Traffic
15 Silo Marketing SEO Social Integrated Cross-Channel Marketing
16 No Leverage Marketing Multiplier
17 Complex Theory of Unified Web Analytics
18 Complex
19 Complex Engagement Value & Analytics Simple and Elegant
20 Engagement Value Communication Trust Commitment
21 Easy to Understand Points of Engagement Registration 25 points Request for Quote 50 points Instant Demo 100 points Proportional to Communication, Trust and Commitment Track Points
22 Engagement Value Points Accumulate Only at Transaction Points Organic Search 125 Whitepaper Webinar 7 Habits Registration Quote Demo
23 But Wait, There s More Once We Know Engagement Value Relevance Marketing effectiveness Relevance to visitor s interests Value per Visitor Potential Does this page reach its potential? Relevance (average page) - Relevance (page)
24 Overall Marketing Effectiveness
25 Overall Marketing Effectiveness Visits Value Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
26 Which Campaigns are Most Effective? Where and How Do We Spend Our Next Dollar? Growing Strong Golden Ground Farm Country Relevance Visits Values Our Future
27 Which Campaigns are Most Effective? Where and How Do We Spend Our Next Dollar?
28 Which Campaigns are Most Effective? Where and How Do We Spend Our Next Dollar?
29 Which Channels are Most Effective? Where Do We Focus Our Efforts?
30 Which Channels are Most Effective? Where Do We Focus Our Efforts?
31 Coding Google Engagement Analytics Tagging Engagement Events: Javascript Coding on Each Event Page Track Weighted Events Macro Segmentation Engaged Visitors Bottom Line Impact
32 Insert Javascript with Tags and Values Insert the trackevent Javascript on each event s page Onclick= javascript:_gaq.push(['_trackevent','category', 'action', 'label', 'value']; ) Category Live Demonstration Request for Quote Registration Label (Specific Item) (Optional) Engagement Analytics Equals Bottom Line Impact Personalize Your Marketing Integrating Cross-Channel Marketing Action (Sub-Categories) Real World Event Newsletter White Paper Case Study Webinar Value (Optional) (Provides a numerical value for event) Numeric ratios are more important than numeric value Registration = 25 Quotation = 50 Demonstration = 100
33 Select Goals in Google Analytics
34 Define Event Goals in GA
35 Define Event Goals in GA
36 Define Event Goals in GA
37 Define Event Goals in GA
38 Define Segmentation for Reports
39 Track Engagement Value
40 Google Analytics Adequate for Smaller Sites Data Security Complexity Requires Analysts Segmentation but Not Individual Tracking
41 Sitecore Engagement Analytics Every Marketer Makes an Impact: Simple and Elegant Cross-Channel Marketing Marketing Multiplier Highly Engaged Visitors Bottom Line Impact
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46 Executive Insight Dashboard Channel (Traffic Type) Effectiveness
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51 Executive Insight Dashboard Campaign Effectiveness
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57 Sitecore Engagement Analytics Every Marketer Makes an Impact: Simple and Elegant Cross-Channel Marketing Marketing Multiplier Highly Engaged Visitors Bottom Line Impact
58 Web Analytics High Traffic Disengaged
59 Engagement Analytics High Traffic Highly Engaged
60 Sitecore. Compelling Web Experiences Questions & Answers We d appreciate A recording your feedback & slides on will this be presentation! Visit to you within 48 hours after to the take event! a quick survey! Join the discussion Visit the twitter hashtag: #NewMetrics Type your questions in the chat window for the Q&A at the end of the presentation We d appreciate your feedback on this presentation! Visit to take a quick survey! Page 60
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