2009 Philly Search Camp Analytics

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Information about 2009 Philly Search Camp Analytics
Business & Mgmt

Published on October 8, 2009

Author: SearchCampPhilly

Source: slideshare.net

Advanced Analytics How to prevent online analysis paralysis? October 4, 2009

TOO MANY REPORTS? How many reports a day, a week? What do you use? How do they help you make the right decision? Is their a better way?

TOO MANY REPORTS?

How many reports a day, a week?

What do you use?

How do they help you make the right decision?

Is their a better way?

TOO MANY VARIABLES? seasonality competing objectives CPM, CPA, CPL news and current events new media new campaigns drop off budget allocations time of day changing technologies geo targeting open rate new agency New Competitors bounce rate new boss

TOO MANY VARIABLES?

clicks hits bounce rate visits TPS Reports page views John from Kentucky came to the site and visited three pages TOO MUCH INFORMATION? open rate deliverable rate time of day Pages per Visit from California Traffic from Twitter Unique Visitors Cookie Rejection

clicks

hits

bounce rate

visits

TPS Reports

page views

John from Kentucky came to the site and visited three pages

TOO MUCH INFORMATION?

UNCLEAR, SKEWED DATA Doesn’t make sense, anomalies, don’t know what pages are included and excluded...

UNCLEAR, SKEWED DATA

UNCLEAR CONTEXT Does this include all of our sites? Is this just us? Are these actual unique people?....

UNCLEAR CONTEXT

DASHBOARDS

DASHBOARDS

ANALYSIS PARALYSIS

ANALYSIS PARALYSIS

GETTING STARTED

GETTING STARTED

Car insurance monthly searches: 31,000,000 Monthly spend: $6,450,000 Auto insurance monthly searches: 53,000,000 Monthly spend: $11,000,000 Life insurance monthly searches: 6,200,000 Monthly spend: $858,000 NFL monthly searches: 44,500,000 Monthly spend: $102,000 SEARCH

Car insurance monthly searches: 31,000,000

Monthly spend: $6,450,000

Auto insurance monthly searches: 53,000,000

Monthly spend: $11,000,000

Life insurance monthly searches: 6,200,000

Monthly spend: $858,000

NFL monthly searches: 44,500,000

Monthly spend: $102,000

SEARCH

WHAT IS SEARCH? SEO Paid Search

Display or banner advertising placements: Networks, Specific site deals, contextual targeting Pricing: CPM, CPC, CPL, CPS Measurement: Brand Awareness, Traffic, Sales DISPLAY ADVERTISING

Display or banner advertising placements:

Networks, Specific site deals, contextual targeting

Pricing:

CPM, CPC, CPL, CPS

Measurement:

Brand Awareness, Traffic, Sales

DISPLAY ADVERTISING

Aggregators Good source for online leads Can drive up online marketing costs Very savvy with paid search, display Affiliates Similar to aggregators Often smaller sites that can have less volume and favorable rates AGGREGATORS & AFFILIATES

Aggregators

Good source for online leads

Can drive up online marketing costs

Very savvy with paid search, display

Affiliates

Similar to aggregators

Often smaller sites that can have less volume and favorable rates

AGGREGATORS & AFFILIATES

Effective stand alone tactic Works well in conjunction with direct mail Provides strong testing ground for offers, copy Cost effective as acquisition and CRM tactic E-MAIL

Effective stand alone tactic

Works well in conjunction with direct mail

Provides strong testing ground for offers, copy

Cost effective as acquisition and CRM tactic

E-MAIL

Beyond traffic and conversion How should I measure if a consumer had a positive experience? ENGAGEMENT

Beyond traffic and conversion

How should I measure if a consumer had a positive experience?

ENGAGEMENT

Existing customer service pay bills (go paperless) up sell additional policies and products claims review their policy FAQs Learn tips to reduce claims Prospects enrollment form interactive quote tools sales copy 800# Investor relations Employment opportunities YOUR WEBSITE

Existing customer service

pay bills (go paperless)

up sell additional policies and products

claims

review their policy

FAQs

Learn tips to reduce claims

Prospects

enrollment form

interactive quote tools

sales copy

800#

Investor relations

Employment opportunities

YOUR WEBSITE

Standard Web Server Log files “ Pixel” tracking Redirect tracking Feeds from other systems Eye tracking Full session activity tracking Panel Tracking IP Tracking Onsite vs. Offsite tracking Listening trackers for Social Media TRACKING OPTIONS

Standard Web Server Log files

“ Pixel” tracking

Redirect tracking

Feeds from other systems

Eye tracking

Full session activity tracking

Panel Tracking

IP Tracking

Onsite vs. Offsite tracking

Listening trackers for Social Media

TRACKING OPTIONS

The Perfect Team Segmentation Data Normalization Focused KPIs Test & Learn Integration Automation BEST PRACTICES

The Perfect Team

Segmentation

Data Normalization

Focused KPIs

Test & Learn

Integration

Automation

BEST PRACTICES

Marketing IT Executive Management Finance Share learning across the organization Training is key THE PERFECT TEAM

Marketing

IT

Executive Management

Finance

Share learning across the organization

Training is key

THE PERFECT TEAM

SEGMENTATION Geo-segmentation Age-segmentation Time-on-site segmentation Product segmentation Behavioral segmentation Time-of-day segmentation Learn how different segments interact with the site Create a list of key segmentation points

SEGMENTATION

Geo-segmentation

Age-segmentation

Time-on-site segmentation

Product segmentation

Behavioral segmentation

Time-of-day segmentation

DATA NORMALIZATION When possible, calculate out the effect of variables in your data This can make the difference on whether a trend is good or bad

DATA NORMALIZATION

FEWER FOCUSED KPI S Average Pages/Visit/Segment Revenue/returning visit Video views/unique visitor number of visits until newsletter subscription average quotes/purchase percentage of site searches with 0 results percentage of page views with errors percentage of branded vs. unbranded searchers completion rate of contact form clicks on agent-locator tool disqualification rate/traffic driver top converting searches conversion rate/hour of the day on weekdays percentage of eligible visitors opting into paperless billing completion rate of contact form bounce rate/keyword top pages used in the refer a friend tool number of users who used the online chat tool average time to complete a quote Example: Quotes/visit by non-customers by channel Purchased policies/quoted visitor Percentage of eligible users who opt into paperless billing Completion rate of online registration form Find-an-agent tool usage rate

FEWER FOCUSED KPI S

Example:

Quotes/visit by non-customers by channel

Purchased policies/quoted visitor

Percentage of eligible users who opt into paperless billing

Completion rate of online registration form

Find-an-agent tool usage rate

TEST & LEARN Create a calendar of tests to be performed throughout the year Prepare each test with a decision tree to ensure that various outcomes are actionable Share the results with additional business units where applicable Be flexible to modify the testing plan if business needs change Focus on larger gains and losses rather than superficial refinement Make sure a project manager is assigned to coordinate the resources and see the tests to completion

TEST & LEARN

Create a calendar of tests to be performed throughout the year

Prepare each test with a decision tree to ensure that various outcomes are actionable

Share the results with additional business units where applicable

Be flexible to modify the testing plan if business needs change

Focus on larger gains and losses rather than superficial refinement

Make sure a project manager is assigned to coordinate the resources and see the tests to completion

INTEGRATION

INTEGRATION

Paid Search bid management Scheduled report delivery Pre-calculated metrics Ad targeting and re-targeting Event-driven email Automated optimization AUTOMATION

Paid Search bid management

Scheduled report delivery

Pre-calculated metrics

Ad targeting and re-targeting

Event-driven email

Automated optimization

AUTOMATION

When trying to improve acquisition performance, it’s important to measure against the segment of visitors who aren’t existing customers Logging in or completing a purchase identifies someone as an existing customer SEGMENT CUSTOMERS AND PROSPECTS

When trying to improve acquisition performance, it’s important to measure against the segment of visitors who aren’t existing customers

Logging in or completing a purchase identifies someone as an existing customer

SEGMENT CUSTOMERS AND PROSPECTS

CREATE BUCKETS

CREATE BUCKETS

Oftentimes the company itself and its partners can produce enough traffic to skew web data Entire workplaces may be excluded by their IP address to ensure that only consumers are tracked FILTER OUT NON-CONSUMERS Focus on Consumers

Oftentimes the company itself and its partners can produce enough traffic to skew web data

Entire workplaces may be excluded by their IP address to ensure that only consumers are tracked

FILTER OUT NON-CONSUMERS

CONSIDER DATA OWNERSHIP

CONSIDER DATA OWNERSHIP

USE GRANULAR ALLOWABLES $300 CPA $150 CPA

USE GRANULAR ALLOWABLES

Keep short and focused to maximize participation Use web analytics to segment responses If tracking is present, replay user sessions to understand context SURVEYS

Keep short and focused to maximize participation

Use web analytics to segment responses

If tracking is present, replay user sessions to understand context

SURVEYS

Focus on quotes and leads for user experience, but focus on conversion for business value Survey customers and prospects QUICK TIPS

Focus on quotes and leads for user experience, but focus on conversion for business value

Survey customers and prospects

QUICK TIPS

Make analytics a priority Create consensus KPIs Evaluate your current reporting tools Develop actionable reporting Create a test plan WHAT’S NEXT?

Make analytics a priority

Create consensus KPIs

Evaluate your current reporting tools

Develop actionable reporting

Create a test plan

WHAT’S NEXT?

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