The Business Case for Analytics…

What do you want your website to be?

Max Tremblay: Consultant/Digital Fusion Strategist

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Agenda

Real World Case Study & Challenge

• Eco-system

• Traffic Source/Flow

• The Boardroom

Getting Buy-in

• Overview

• 5 Keys to buy-in

Case Studies & Tracking for Success

2

Home Page

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Web Eco-System – What does your site do or want to be?

Tool(Workopolis)

Revenue Channel(EBAY, Indigo)

Lead Gen(Dell, B2B sites)

Brochure(Canadian Tire)

Traffic Ad PlayPortals/Social Media

Basic

Needs

Expectations

Unarticulated Needs

Your Web Site

Realities of your web business

4

5

Email

Affiliate

Mobile

Social Media

Display Ad

Distribution Partnership

Other competitive sites

SEM

SEOCo-Brands/White Labels

Base Direct Traffic

Source flow of referring visitors – Building block

Conversion RateFuture

High

Growth

Sources

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Visitor action/activity flow pathing

Browse & Bounce

Search

Write text/email

Upload or download stuff

Sign up to email

Shop on ecom

Buy

Conversion Rate

Transactional Behavior

Business/Marketing Strategies 101

2010 Business ObjectivesRevenue/Profit Targets

Brand Engagement/Health KPI

2008 Strategic Pillars (Your Company name) is (Your Value Proposition) to (Your Target Market)

Category

Strategy #1..

-Tactic #1…

Competition

Strategy #1..

-Tactic #1…

Consumer

Strategy #1..

-Tactic #1…

Customer

Strategy #1..

-Tactic #1…

Company

Strategy #1..

-Tactic #1…

5 C’s INSIGHTS & Tactics

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The dreaded boardroom roasting…

CTOCEO

CFO

draftWeb Analytics…• Costs money. (People & technology)

• Doesn’t sell itself.

• Scares People.

• Requires longer term buy-in to be successful.

• Really, really nerdy.

AND IS:

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A powerful tool that will enable you to make better business decisions.

draft5 keys to buy-in1. Identify the 4 Stakeholders

2. Meet with stakeholders individually & listen.

3. Deliver the 1 pager

4. Recruit evangelists, show the sizzle

5. Show the ROI, over and over and over.

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draftShow the ROI, over and over

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Make other people look good too as much as you can.

Radio promotion launched New product launched PR Release

Marketing loves you IT loves you CommunicationsLoves You

Business questions that need answers!

• What keeps me up at night?

• What/Where are my sources of leads and revenues

• Who are my best customers? How do increase share of wallet?

• How do I build greater engagement and return business

• How do I get my consumers/customers to the right place FAST.

• Which off/online investments is working? What is the ROI/SAC

on SEM, SEO,Display ad, Social media, Affiliate, email?

Case Studies – Tracking for Success

• Example 1 – B2C Visitor KPI Acqisition

– What are the most cost effective sources/channels to drive visitor

action on our site?

• Example 2 – Ecommerce Lead Gen & Purchase

Conversion

– What are the most cost effective sources/channels to drive leads,

then purchase conversion and revenue.

• Example 3 – Funnel Conversion Segmentation

– Where do visitor fall off in the e-com flow, and do conversion rate

differ by visitor segment (how many visits).

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Example 1– KPI B2C Dashboard (#’s are purely fictional)

Pick

meaningful

KPI’s

Compare vs

previous week,

month, YTD, LY

Compare Channels in

source

Cost per Actions

selected

Best Bang for your

buck but SEO cost

difficult to allocate

Should be able to track

Email, Mobile & Affiliates

Main

Source/Media

Sub

Section Visitor

% chg

VYA

Action #1

(Search for)

Visit/

Action #1

Action #2

email sign up

Total Cost/

Investment

CPC

(Visitor) CPA#1 CPA#2

Total 2000 2% 6055Direct Traffic 1000 5% 5000 5.0 250

Google Total 100 2% 300 3.0 26 100.00$ 1.00$ 0.33$ 3.85$

Google SEO 40 10% 200 5.0 20 -$ -$ -$ -$

Google SEM 60 -5% 100 1.7 6 100.00$ 1.67$ 1.00$ 16.67$

MSN Total 200 9% 200 1.0 20 200.00$ 1.00$ 1.00$ 10.00$

MSN Messenger 100 0 150 1.5 10 100.00$ 1.00$ 0.67$ 10.00$

MSN Big Box 100 2% 50 0.5 10 100.00$ 1.00$ 2.00$ 10.00$

Yahoo Total 100 -2% 400 4 40 50.00$ 0.50$ 0.13$ 1.25$

Ad Networks Total 200 3% 50 0.25 50 200.00$ 1.00$ 4.00$ 4.00$

Other Refering Sites 200 -10% 70 0.35 50 -$ -$ -$ -$

Email Total 100 25 0.25 10 5.00$ 0.05$ 0.20$ 0.50$ Mobile 50 50 1 1 -$ -$ -$ -$ Affiliate Total 100 10 0.1 15 10.00$ 0.10$ 1.00$ 0.67$

Example 2– Ecommerce Dashboard (#’s are purely fictional)

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Last Step

Check out

purchase

E-com Flow Step 1

lead generation

Return on Investment

Measure

cost per

lead

Should be able to track Email,

Mobile & Affiliates

Main

Source/Media

Sub

Section

Step 1

Lead

% chg

VYA

Step 5

Check Out

Conversion

Rate Revenue

Total Cost/

Investment

CPL Step

1 Lead

CPA

Step 5 ROI

Total #REF! 2% 334Direct Traffic 5000 5% 250 5.0% 2,500.0$

Google Total 300 2% 45 15.0% 450.0$ 100.00$ 0.33$ 2.22$ 450%

Google SEO 200 10% 15 7.5% 150.0$ -$ -$ -$ 1000%

Google SEM 100 -5% 30 30.0% 300.0$ 100.00$ 1.00$ 3.33$ 300%

MSN Total 200 9% 14 7.0% 140.0$ 200.00$ 1.00$ 14.29$ 70%

Yahoo Total 400 -2% 15 3.8% 150.0$ 50.00$ 0.13$ 3.33$ 300%

Ad Networks Total 50 3% 3 6.0% 30.0$ 200.00$ 4.00$ 66.67$ 15%

Other Refering Sites 70 -10% 1 1.4% 10.0$ -$ -$ -$ 1000%

Email Total 25 3 12.0% 30.0$ 5.00$ 0.20$ 1.67$ 600%

Affiliates Total 10 3 30.0% 30.0$ 10.00$ 1.00$ 3.33$ 300%

Total Paid Total 1355 5% 129 9.5% 1,290.0$ 665.00$ 0.49$ 5.16$ 194%

What

convert best

Example 3 - e-commerce Purchase Funnel – (all numbers are examples)

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Conversion Rate: XX%

Return Visits: XX% New Visits: XX%

Identifying % abandon to

other sections of the site

& may reengage in the

funnel

Identify leakage or top 5

next pages exiting funnel1. Product : XX%

2. Exited Site: XX%

3. Home Page: X%

4. Login In (time out): X%

5. Unknown (error): X%

Provide estimate of

annual revenue impact

Disclosure - What should your web analytical tool do

•Grow revenue , driving millions in incremental $$$

•Save you bazillions of $$$

•Accelerate speed to market & decision making process

Rationale for

Web Analytics

•Track all your online activities

•Easy to use

•Manage all paid search campaigns

•Track all your banner/display ads anyway you want

channel, size, format

•Manage all email/outbound from open rate to conversion

Web Analytical

tool must have

Used & Fell in

love with

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Tips on leveraging your web analytics measurements to success

1. Web Analytics starts with 1-2 business questions• What are the objectives/goals for my website?

• How can we do better. What is doing well and can we do more/less?

• The type of questions you ask, will determine what is the right solution &

implementation

2. Great People. Everyone has to know and use the tool• Curiosity is vital combined with a genuine LOVE for data

• Evangelize through the org, the more use it, the more love it

3. Beauty of the web Measure, measure and measure

• Build relevant dashboard with relevant KPI’s

4. Constantly challenge your implementation with Tech/Dev• Improve page naming. Ensure that you capture full conversion

• Hire the right help and consultants like Marco

5. Don’t assume it is going to be easy or the panacea for all

your ills

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draft

QUESTIONS?

Max Tremblay (Independent Consultant)(E) maxtremblay100@gmail.com

(C):416-399-0381(Linked-in): http://www.linkedin.com/in/maxtremblay2011

(T) http://twitter.com/maxtfactor

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