Measuring everything is cool but sometimes there is just too much information to look at, and it becomes very hard to take decisions and make optimizations to increase revenue. By focusing and understanding the engagement and contribution of each site content, download, video, blog, social activity, etc we help brands to optimize and monetize investments in digital communications. Learn how to make web analytics more actionable!

1. Turning Engagement into €€€€ Webvertising Forum – 27/01/2009 – Siegert Dierickx

2. Intro We focus on the hard Data , providing Insights , Relevancy , Conversion and Optimization strategies! Our Mission is to perform Actionable Web Analytics , with a proven ROI We are the Analytics & Optimization Centre of Expertise for Wunderman Europe

3. If you can’t measure, you can’t manage

4. Online marketing strategy is evolving… Traditional Consumer-focused (Web 2.0) One-message-fits all One-to-one communications Monologue Dialog Rear-view mirror Analysis drives action Page views Events Report-focused Outcome-focused Individual transactions Lifetime value Broadcast marketing Relationship marketing

7. What is Engagement?

13. Take Action upon Engagement Source: 3 rd Annual Online Customer Engagement Report 2009 - cScape

14. If you can’t measure, you can’t manage

16. Brand Experience Content Interest Demographic SCORE 36 36 72.5 3.5 Name: Address: email: Visit Score: Visitor Score: SUV Score: Car Score: Example – Step 1 = 2 minutes = 3 pages = 20 minutes = 25 pages Visit Score: 22 minutes X 1 = 22 + 28 pages X 0.5 = 14 SUV CONTENT PAGES Keyword = “SUV” Found Site through SUV KEYWORD Car Score: 2 minutes X 1 = 2 + 3 pages X 0.5 = 1.5 SUV Score: 20 minutes X 1 = 20 + 25 pages X 0.5 = 12.5 + “SUV” = 40 72.5 36 3.5 SPORTS CAR PAGES

19. Personalize website on his next visit with SUV content Brand Experience Content Interest Demographic SCORE 36 36 72.5 3.5 Name: Address: email: Visit Score: Visitor Score: SUV Score: Car Score: Example – Step 2 = 2 minutes = 3 pages = 20 minutes = 25 pages Visit Score: 22 minutes X 1 = 22 + 28 pages X 0.5 = 14 SUV CONTENT PAGES Keyword = “SUV” Found Site through SUV KEYWORD Car Score: 2 minutes X 1 = 2 + 3 pages X 0.5 = 1.5 SUV Score: 20 minutes X 1 = 20 + 25 pages X 0.5 = 12.5 + “SUV” = 40 72.5 36 3.5 SPORTS CAR PAGES

20. 36 72.5 [email_address] Personalized email notification about upcoming auto show, with SUV content Brand Experience Content Interest Demographic Name: Address: email: SCORE Visit Score: Visitor Score: Visitor Score: Previous Visitor Score = 36 + Current Visit Score = 151.5 SUV Score: 151.5 187.5 224 Car Score: 3.5 36 = 90 = 90 Example – Step 3 BUILD YOUR OWN SUV = 2 minutes = 3 pages + email address PERSONALIZED HOME PAGE + SUV PRODUCT PAGES = 30 minutes = 50 pages 151.5 151.5 30 187.5 Safety Score: Safety Video (30) = 30 SUV Score: 35 minutes X 1 = 35 + 53 pages X 0.5 = 26.5 + SUV Visit Score: 35 minutes X 1 = 35 + 53 pages X 0.5 = 26.5 + Vehicle SUV PRODUCT SAFETY VIDEO = 5 minutes = 3 pages = Safety Video 30 Safety Score:

22. When the customer talks back

24. Monitor what consumers are saying

26. Final tip…

28. Ask your customer’s opinion

29. What to remember…

31. Questions? Siegert Dierickx - Web Analytics Manager [email_address] twitter.com/siegertd http://www.thesedays.com http://www.activemetrics.be