3 web measurement problems, solved

© 2011 Critical Mass, Inc. All Rights Reserved

3 Web Measurement Problems Solved!How Critical Mass Marketing Science is leveraging innovative thinking, modeling and technology to overcome web measurement’s biggest challenges.

2© 2011 Critical Mass, Inc. All Rights Reserved

We are Critical Mass

Amsterdam Calgary Chicago

London New York Costa Rica

Toronto

Nashville

166508

YearsEmployeesOffices


We are Critical Mass

Amsterdam Calgary Chicago

London New York Costa Rica

Toronto

Nashville

Dedicated MS SpecialistsYears combined measurement expertise

166508

YearsEmployeesOffices

25+150+


A selection of our clients


What is Marketing Science?

A brief overview...


Definition

Marketing Science is the application of measurement methods to ascertain, within a quantifiable degree of accuracy, the effectiveness of a marketing initiative.

Or put simply it’s proof!


Use data

• Measure performance• Find opportunities for

optimization• Improve marketing

campaigns

• Deliver customized content• Improve the customer

experience• Reduce costs• Improve sales

To


Problem: Unreliable data


Unreliable Data

What causes web analytics data to be unreliable?• Flawed set up

· Developers didn’t understand the tagging· Tracking of flash or AJAX not included· Applications or cross domain tracking not tagged· Specific metrics aren’t being captured

• Code “broke”· Page or section released without code· Code rollback broke tagging· Wrong file released to production


Quick Poll

How often in the last year has your site suffered incorrect or broken web analytics coding?


Unreliable Data - Solutions

Flawed set upNew Technology: Tag Management Systems / Universal Tag

WEBSITES

IT / AGENCY / DEVELOPERS

WebAnalyticsVendors

Voice ofConsumer

(VOC)

AdServers

TestingSolutions

TargetingTools

Pay PerClick

(PPC) Tools

AffiliateTracking


WEBSITES

Tag Management System

WebAnalyticsVendors

Voice ofConsumer

(VOC)

AdServers

TestingSolutions

TargetingTools

Pay PerClick

(PPC) Tools

AffiliateTracking

MarketingScience

Flawed set upNew Technology: Tag Management Systems / Universal Tag



Why Tag Management?

1. Single line of code2. Any vendor tag can be added3. Analytics resources make updates4. Works with HTML, AJAX Flash, Flex, Air5. Remove/pause/replace tags at any time

Tagging changes and updates go


Tag Rules

Page Request

Client Web Infrastructure

Third PartyWeb Analytics Or other system

DataBrowser

Tag Management System

Tag Management Systems – How it works



Web analytics code was installed but then “broke” New Technology: Analytics Audit and Monitoring Tools


Why Analytics Audit and Monitoring Tools?

1. Manual verification too time intensive2. Provides an overall view specific

attributes3. Automated tag discovery - every page

checked4. Scheduled reports, alerts and audits5. No calls to web analytics systems6. Works on Flash and secure sites


Audit and Monitoring – How it works


Problem: Complex reporting needs


Complex Reporting Needs

• Multiple reports with rapid delivery requirements· Deliver dozens of dashboards in hours, not weeks· Different stakeholders, different data , different times

• Dashboards and data are not easily accessible· Stakeholders lack system training· Emails with dashboards get deleted or misfiled· Executives on-the-go have no immediate access to data


Quick Poll

How complex is your data reporting structure?


Complex Reporting - Solutions

Multiple reports with rapid delivery requirementsInnovative delivery: Web-based reporting and data warehousing


Why web-based reporting and data warehousing?

1. Merges data from web analytics and other sources

2. Doesn’t require a BI department3. Systems connect directly via APIs4. Automatically generates highly

customized reports5. Stakeholders can access from

anywhere at any time


Web-based reporting – How it works

Display

Rich Media

Search

Email

Affiliate

MediaOnline and Offline

ETLNormalizationDe-duplication

Customized Portal


Complex Reporting - Solutions

Dashboards and data are not easily accessible Innovative delivery: Mobile dashboard applications


Why mobile dashboard delivery?

1. Data in a mobile format = increased engagement

2. Connects to a variety of data sources

3. View, analyze and interact with data visualizations

4. Secure, hosted and scalable 5. Available from data warehousing

and web analytics vendors


Mobile Dashboards – How it works

Data to data warehouse to phone


Problem: All reports, no action!


Organization Culture and Measurement Spectrum

High CostHigh Consideration

Low CostHigh Consideration

Low CostLow Consideration

Culture of Research

Culture of Advertising

Culture ofAccountability


All data, no action! - Solutions

• No clear objectives, roadmaps, or KPIs · What is the website is supposed to “do”· Website decisions made by gut feel or HiPPO

• No or inadequate analytics resources · Tech manages web analytics installation · A BI department took on web analytics · No one watching the data

All data, no action!


Quick Poll

What’s your company culture now?


All data, no action! - Solutions

Getting from data to actionHolistic analytics approachWeb analytics maturity modelling and roadmapThe Critical Mass Marketing Science site and project process modelAnalytics collaboration and integration


Holistic Analytics Approach

Project

Online Ecosystem

Enterprise

• Inform and strategize• Implement and measure• Optimize

• Evaluate the business web analytics maturity level in several key areas

• Define a high level roadmap to a more data-driven eBusiness culture

• Ongoing measurement and optimization program


0

1

2

3

4

5

6Management, Adoption

Objectives

Scope

Team and Expertise

Continuous Improvement Process & Methodology

Tools, Technology & Data Integration

Current State

Target State

Ideal State

Enterprise Web Analytics Maturity Model Example

6 Analytically Addicted

5 Competitor

4 Integrated

3 Operational

2 Initiated

1 Analytically Unengaged

* Stéphane Hamel - http://immeria.net/oamm See Appendix

http://immeria.net/oamm


Site and Project Marketing Science Process

Implementation

OptimizationGoals, KPIs, Strategy

Data Collection System, Tagging

Software

Reporting & Analysis System

Design

Training, Education

1. Confirm Project /

Opportunity Objectives

2. Pre-Analysis

3. Set Targets / Goals

4. Launch and Measure

5. Record Learnings,

Test, Optimize, Socialize


Resources and Analytics Collaboration

We never work in isolation.

Executive

TechMarketing

Analytics


Thank you. Future Topics?

Dan Linton Marketing Science Director

e [email protected] 416.673.5308criticalmass.com


Appendix


Links and Resources

Ensighten Tag Management Systemhttp://www.ensighten.com

ObservePoint Audit and Monitoringhttp://www.observepoint.com

SiteCatalyst for iPhonehttp://itunes.apple.com/us/app/sitecatalyst/id289760802?mt=8

http://www.ensighten.com/

http://www.observepoint.com/

http://itunes.apple.com/us/app/sitecatalyst/id289760802?mt=8


Experience DesignBrand experience auditsBrand definitionUser experience and interaction designDesign, copy and content servicesContent development and classificationRich media production

Technology ServicesTechnology architectures Applications, web and mobile developmenteCRM database and profile developmenteCommerce personalization and web servicesContent and digital asset managementRich Internet application development

Program ManagementProject and program managementStaff planning and resource managementStakeholder relationship managementBudget and requirements facilitation

Insight & PlanningStrategic roadmaps and frameworksBrand planningResearch and usabilityPersona and scenario modeling & designInformation ArchitectureConsumer insight development

Experience DistributionSocial strategy and governanceVideo syndication and aggregationCommunity development and social activationDisplay and behavioral planningSearch engine marketing and optimizationMobile and location-based serviceseMail and digital campaign management

Marketing ScienceBusiness analysis and ROI modelingDigital program KPI developmentMulti-channel analyticsProgram analysis and optimization planning

Full-Service Digital Capabilities


The WAMMTHE WEB ANALYTICS MATURITY MODELA strategic approach based on business maturity and critical success factors - Stéphane Hamel - http://immeria.net/oamm

1. Impaired:Characterized by the use of out of the box tools & reports, limited resources lacking formal training (hands on skills) and education (knowledge). Web Analytics is used on an ad-hoc basis and is of limited value and scope. Some tactical objectives are defined but results are not well communicated and there are multiple versions of the truth.

2. Initiated:Working with metrics to optimize specific areas of the business (such as marketing or the ecommerce catalogue). Resources are still limited but the process is getting streamlined. Results are communicated to various business stakeholders (often director level). However, web analytic might be supporting obsolete business processes and thus, be limited in its ability to push for optimization beyond the online channel. Success is mostly anecdotal.

3. Operational:Key Performance Indicators and dashboards are defined and aligned with strategic business objectives. A multidisciplinary team is in place and use various sources of information such as competitive data, voice of customer and social media or mobile analysis. Metrics are exploited and explored through segmentation and multivariate testing. The Internet channel is being optimized; personas are being defined. Results start to appear and be considered at theexecutive level. Results are centrally driven, but broadly distributed.

4. Integrated:Analysts can now correlate online and offline data from various sources to provide a near 360° view of the whole, value chain (see “Limits of web analytics” note). Optimization encompasses complete processes, including back-end and front-end. Online activities are defined from the user perspective and persuasionscenarios are defined. A continuous improvement process and problem solving methodologies are prevalent. Insight and recommendations reachthe CXO level.

5. Competitor:This level is characterised by several attributes of companies with a strong analytical culture (Davenport and Harris 2007):a) One or more senior executives strongly advocate fact based decision making and analytics b) Widespread use of not just descriptive statistics, but predictive modeling and complex optimization techniques c) Substantial use of analytics across multiple business functions or processed) Movement toward an enterprise level approach to managing analytical tools, data, and organizational skills and capabilities.

6. Addicted: This level matches Davenport’s “Analytical Competitor” characteristics: deep strategic insight, continuous improvement, integrated, skilled resources, top management commitment, fact-based culture, continuous testing & learning and most important: far beyond the boundaries of the online channel.

http://immeria.net/oamm


Infiniti Global ChallengeAs the global presence of Infiniti grew, a strong need for consistent and actionable reporting became obvious. In addition to the challenge of delivering a variety of customized reports to many individual country regions as well as the central brand showcase in a timely manner, the Global team also faced language and cultural differences that required a unique analysis approach.

SolutionCritical Mass initiated and developed a unique, automated reporting dashboard with a 3rd party data warehouse supplier. This reporting solution integrated with a challenging variety of Omniture SiteCatalyst report suites, each requiring regional customization. This automated solution reduced the “reporting” hours required for the multitude of country sites and allowed the CM team to focus on analysis and recommendations. It also allows each country to access their reports at any time via the simplified data warehouse interface.

Results & InsightOne of the key challenges faced was delivering dozens of reports in a timely fashion. This one-of-a-kind reporting interface has allowed the CM Marketing Science team to focus on analysis and actionable recommendations. By freeing up this extra time, CM has developed a deeper understanding not only of the metrics, but also of various regional language and cultural differences. The result is more actionable recommendations and more detailed analysis.

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P&G ChallengeP&G’s channel agencies reported results to the client individually, yet none had a comprehensive view of their initiatives (that drove to the website), or understood how they were part of the digital ecosystem overall. Critical Mass responded to this situation by recommending, creating and implementing a measurement program focusing heavily on Marketing Mix Analysis where, on a monthly basis, engagement and acquisition via paid and unpaid traffic sources by origination were analyzed and optimized.

SolutionWe self-initiated and led the collaboration with six other agencies (Carat, Arc, iProspect, Merkle, Atos, CRMMetrix) to bring together data from banner (Doubleclick), paid search (DART), organic search (Google), survey (CRMMetrix), email (Epsilon) and consumer database data (Merkle). Together the group analyzed performance results and collectively presented to the client on a monthly basis with recommendations for improvement.

Results & InsightOne of several key findings we found through the monthly process, was the need for deeper analysis related to acquisition and engagement. Subsequently, we found some high volume acquisition campaigns didn’t necessarily result in long-term relationships with consumers. The strategy needed to be refined first for quality over quantity.


Visit Las Vegas Mobile SiteAs part of mobile project for Visit Las Vegas, Critical Mass Marketing Science was tasked with designing and implementing the Omniture analytics tagging.

A complexity revolved around the fact that leads were measured in referrals to other sites, in addition to all the regular metrics that the client wished to capture.

SolutionCritical Mass Marketing Science developed the measurement strategy and created the necessary tagging.

Working with developers, and utilizing Omniture’s HTTP based tracking API and DeviceAnywhere for testing and QA, a full analytics package was deployed on the site that was capable of tracking lead referrals to dozens of other sites.

In addition, the mobile site had to provide both segmented (mobile only) data, as well as roll-up into the overall Vegas reporting.

Results & InsightCritical Mass Marketing Science can now provide the client with not only how many people visited the site, but can also provide:

-How many visits generated phone calls- Which properties were called most frequently- How many times property details were emailed- And of course, how many referral leads were generated to the extensive list of accommodation providers

3 web measurement problems, solved

Technology

web analytics data

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