BDW ICOM Digital Workshop. Digital metrics and analytics

Transcription

1 BDW ICOM Digital Workshop Digital metrics and analytics

2 Web analytics Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.

3 Analytics everywhere The era of big data. All industries are now looking to use data analysis to gain an edge.

4 Adapting to a new reality Digital/Web is a much more accountable medium than television/ radio/ magazines/ newspapers. Level of data and complexity increases with emerging mediums such as mobile.

5 Analytics informs and inspires Analytic: How d we do? Generative: What should we try? Modeling: Who s our audience, can we tailor?

6 3 DISTINCT PHASES TO DRIVING BUSINESS CHANGE CHANGING THE MEASUREMENT CONVERSATION FROM COUNTING TO CONSUMER VALUE AGGREGATED [EVERYONE] SEGMENTED [SOME] INDIVIDUALIZED [ONE] HOW MANY PAGE VISITS DID WE GET? [DIGITAL ANALYTICS 1.0] WHICH GROUP OF CUSTOMERS PURCHASE MOST OFTEN? [DIGITAL ANALYTICS 2.0] WHICH INTERACTIONS ACTUALLY DRIVE PURCHASE CONSIDERATION? [DIGITAL ANALYTICS 3.0]

7 3. CALCULATING ACTUAL PURCHASE LIFT CONNECTING OFFLINE SALES TO ONLINE ENGAGEMENT SEARCH SOCIAL DIGITAL ECOSYSTEM CONSUMER MATCHED PANELS BANNERS CRM IN-STORE NATIONALLY REPRESENTATIVE PANEL OF ACTUAL OFFLINE PURCHASE ACTIVITY THREE - MEASURE THE BROADER IMPACT OF DIGITAL ENGAGEMENT ON OFFLINE SALES. HOW DOES EVERYTHING WE ARE DOING IN THE ECOYSTEM CONNECT TO PROFTIABILITY? REPRESENTATIVE SAMPLE OF CONSUMERS EXPOSED TO DIGITAL MEDIA VS UNEXPOSED (CONTROL) GIVES US ACCESS TO ACTUAL PURCHASE DATA [PROFITABLE ENGAGEMENT]

8 How complex is it? Every two days we create as much information as we did from the dawn of civilization until 2003.much of that is user generated content -Eric Schmidt, CEO of Google

9 The new reality MTV Web page tracking tweets per minute about Video Music Awards (VMAs) performances.

10 Why does it matter? Advertisers are switching to value based compensation models.

11 The industry is adjusting For designers, developers, and online marketers, an integrated workflow with optimization capabilities embedded in the creation tools will streamline the creation and delivery of relevant content and applications. This optimization will enable advertisers and advertising agencies, publishers, and e-tailers to realize greater ROI from their digital media investments and improve their end users' experiences.

12 Web analytics tools

13 Implementation process 1) Review site and business objectives 2) Review design of site 3) Create tracking manifest documentation with list of tracking tags that match site activity to business goals 4) QA/Troubleshoot to ensure that site is tagged properly and yielding proper results

14 Step 1 Review site design

15 Step 2 Create tracking manifest User Action URL Tracking QA Assigned To Notes User clicks on 'Start Hunting /splash_page/start_hunting User clicks on 'cancel' subcribe to Onweekly User views 'Please Fix Following Fields' User clicks 'Next Circular Available' /subscribe/homepage/cancel /subscribe/homepage/error_fix_fields /subscribe/homepage/next_circular_av ailable Function - Extracted User views 'Thanks' from 'Next Circular Available' /subscribe/homepage/next_circular_av ailable User clicks 'More Episodes' /video/more_episodes Aaron User clicks specific episode /video/specific_episode/[insert video title] Aaron

16 Step 3 Deliver manifest to developer for implementation <script type="text/javascript"> var gajshost = ((" == document.location.protocol)? " : " document.write(unescape("%3cscript src='" + gajshost + "googleanalytics.com/ga.js' type='text/javascript'%3e%3c/script%3e")); </script> <script type="text/javascript"> try { var pagetracker = _gat._gettracker("ua "); pagetracker._trackpageview(); } catch(err) {}</script>

17 Step 4 Run reports and analyze We look at: - Total visits - Total page views - Bounce rate - Average time on site

18 Step 4 Run reports and analyze And traffic sources, including: - Search engines - Social networks - Direct traffic - Other referring sites (blogs, news articles, industry sites)

19 Step 4 Run reports and analyze And access by country

20 Step 5 Distribute reports to internal teams and clients

21 Key reporting topics - Online media tracking - Referring sites - Usability - Site optimization - Site conversion

22 Online media tracking

23 Referrals from search

24 Usability analysis and fine tuning Through analytics results we were able to determine that 25% of site visits exited before clicking the button to Enter Site

25 Trends

26 Case study Old Navy Super Search

27 Case study Old Navy Super Search Do we have a conversion problem?

28 Buzz monitoring Buzz monitoring is the keeping track of consumer responses to commercial services and products, to establish the marketing buzz surrounding an existing offer.

29 Key trends driving need for buzz monitoring - Mainstream audience now very comfortable with social media. There is a continuous conversation about your brand good and bad. - Continued shift towards mobile and emergence of always-on, hyper connected lifestyle.

30 What does buzz look like?

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35 Where monitoring buzz helps - Buzz analytics: Is the campaign seeping into conversations and ultimately driving traffic/sales? - Corporate brand perception, crisis control - Site technology issues: Is anything on my site broken and are people complaining through social media? -

36 The cpbgroup.com website centers around real-time buzz monitoring

37 Buzz monitoring and social media measuring tools

38 Social radar 1. Trends including competitive brands 2. Historical reference 3. Detailed Sentiment Analysis 4. Influencers

39 Social radar Trends

40 Social radar Sentiment

41 Social radar Influencers

42 Measuring mobile traffic is critical

43 Summary Web Analytics - Define site goals and success metrics - Monitor and analyze results closely - Fine tune interactions to optimize user experience Buzz monitoring - Watch closely what is being said about your campaign. You can affect the effectiveness of your campaign in real time

44 Additional resources Books - Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity, Avinash Kaushik - Groundswell: Winning in a World Transformed by Social Technologies, Charlene Li and Josh Bernoff - The Numerati, Kevin Baker - Competing on Analytics, Thomas Davenport - The Super-Crunchers, Iain Ayres

45 Thank you.