From Web Analytics to Web Intelligence Webinar -- with John Kolker. Helps marketers answer the following questions: How do I gain business insight from the Web analytics investments I’ve already made? What untapped opportunities exist within the Web analytics data I’m currently capturing? How do I determine which key performance indicators are important to my business?

1. 1
From Web Analytics to Web Intelligence
Siteworx Webinar – June 16, 2011

2. 2
Introductions
John Kolker
Web Analytics Consultant
David Nickelson
Director of Digital Engagement

3. 3
Agenda
The Science and “Art” of Capturing Business Insights from Web Analytics
• Current state – and limitations
Top 5 Most Impactful Marketing Optimization and Visitor Analytics Applications
• Conversion & Abandonment
• Geo-tracking
• Fraud Detection
• Social Media Monitoring
• Pre- and Post-Website Redesign; A/B Testing
Key Takeaways and Next Steps

4. 4
About Siteworx
Award-Winning Interactive Agency
Specialize in WCM/CMS, Search, and Analytics
Expertise in leading analytics and customer experience management solutions
Strong Qualifying Track Record for Financial, Media and Nonprofit
Include locations in a similar format as we use on our e-
newsletter

5. 5
Conversion and Abandonment

6. 6
Example: Conversion and Abandonment
What your funnel may not tell you…
A financial institution launches a loan application on their website.
Response was fantastic but form completion / conversion was suspiciously low.
The funnel tells you that there is 1% conversion.
But is it the whole story?
What is happening here?
1000 - Application Starts
Customer Experience Analysis
Indicates that account open date is
being auto-loaded 800 - Applicant Financial Info
formatted as mm/d/yyyy – without lead
zeros on the 1 digit days
The form submission requires lead 500 - Applicant Personal Info
zeros…The only customers who make it
through the process are those who figure 10 – Submitted Loan Application
this out and add the lead zeros
Web Intelligence Insight: Development team fixes the form logic and conversion increases

7. 7
Geo-tracking

8. 8
Example: Geo-tracking
Campaign analysis beyond campaign codes…
An online marketer launches an online campaign.
All online adds are given a campaign code
…/event.php?campaign=1234.
Visit
our
Site Kiosks are set up in 2 cities to augment the online campaign.
It is suspected that the Kiosks are giving the online campaign a lift.
How can the marketer be sure?
Corporate Web Analytics is already capturing the IP Address of each Visitor
Session…
by adding IP Address Geo-Tracking it can be
determined that in Reston and Arlington responses increased…
Web Intelligence Insight: IP Address based Geo-Tracking tells the more accurate story
about the ROI of trade shows and whether or not they are worth the marketers investment

9. 9
Fraud Detection

10. 10
Example: Fraud Detection
actionable web intelligence in the order processing pipeline…
Order Revenue
Order Processing Pipeline
1. Automated Screening
Web Analytics used on live and active web sessions to determine
scenario-based alerts for review
2. Manual Review
Orders meeting the screening criteria will issue alert to processing department
to pull just those orders for review
3. Accept or Reject
Decision is made by processing management to fulfill order or not
Web Intelligence Insight: Web Analytics used to detect fraud at the beginning of order processing
saves revenue for online retailers

11. 11
Social Media Monitoring

12. 12
Social Media: Multichannel Integration and Collaboration
 Financial Services firm wants to actively engage customers via social media to:
 improve customer service
 drive product development,
 communicate about the good and the bad directly with consumers
 Obtains and staffs a social media tracking tool (Radian6)
 Social media summary included in daily marketing communications scrum
 Daily social media summary is regularly compared weekly w/ monthly summary of
inbound consumer email issues (500,000/mo)
 Data mining and latent semantic analysis (via RapidMiner)
 Issue/topic clusters and change trends
 Communication calendar is adjusted to provide more of what customers are looking
for, and “evergreen” materials are readied for use with adverse events

13. 13
Pre and Post Website Redesign: A/B and MVT

14. 14
Pre and Post Launch: A/B and MVT
 Diabetes.org Redesign: Data-driven design and measurement
 Shift in organizational focus and priorities; make site more consumer friendly
 Key conversions
 Traffic
 Email address
 Donation
 Event Sign-up
 Purchase
 Combined traffic, search, customer and industry benchmark research
 Developed content map, engagement pathways, and Google analytics overlay
 At launch, saw 20 – 30% lift across all areas
 Gains and losses in key areas
 Began A/B and MVT of navigation, page content , pathway design, and form options
 Rectified problems for additional lift
 Post launch, est. task specific KPI-focused testing program tied to departmental business
cycle

15. 15
Key Takeaways
Tailor your tools to your business objectives, not the other way around.
Master the highest-value basics first; establish your own benchmarks.
Look for trends across all your business data; tell the story multiple ways.
90/10 Rule: develop/contract real expertise; provide support and resources.
Stay the course: takes time to mature metrics from

16. 16
Next Steps

17. 17
Questions
Thank You!
John Kolker David Nickelson Siteworx Inc.
JKolker@siteworx.com DNickelson@siteworx.com info@siteworx.com
703. 657. 1232 703. 657. 1280 Twitter: @Siteworx
703. 964. 1700
We should have a link to the website
here. should consider whether we can
get the analytics section of our website
updated in time.