Steve Jackson-Measuring the performance of marketing in the 21st century

Measuring the performance of
marketing in the 21st Century

How to measure it all - the whole process: Reach, Engage, Activate, Nurture
using web analytics and other tools

June 18, 2007
Steve Jackson (Senior Consultant)
Web Analytics and Search Marketing


SATAMA Analytics

1. SATAMA has 370 people, offices in Amsterdam, Dusseldorf,
Stockholm, Helsinki, Turku and Tampere
2. SATAMA is the biggest digital agency in Finland
3. Analytics unit (total 19 people) has web metrics experience since
1997
4. Analytics offering, Web Analytics, Market research, Search
Marketing
5. Guest speakers at eMetrics Summit (London/Munich), Search
Engine Strategies (Stockholm, London), IAB summit (Helsinki);
Articles and white papers referenced in over 1.5 million websites
worldwide.
6. SATAMA Analytics has the largest web analytics competence in
Europe
7. Excellent implementation/design/programming background since
1997
8. Google Analytics certified partners, Visual Sciences and Omniture
partnerships
9. International Web Analytics Association – Co Chair Nordics, Finnish
Country managers and Dutch country managers

# 3. Copyright June 18, 2007 Satama. All rights reserved.


What is Web Analytics?

Does anyone recognize these names? Is anyone using any of
these tools?



What Web Analytics ISNT!

Audience measurement
• Page views (impressions), visits, visitors.

• Great for getting accurate visitor statistics.
• Often used by media websites to validate advertising sales.
• Often confused with web analytics.



What Web Analytics IS....

WHAT IS *WEB ANALYTICS*?
• Web analytics is a generalized understanding of
the visitor experience online based on a variety
of data
• Web traffic Data analysis
• Transactions
• Server performance
•
•
Usability studies
User surveys +
• The success of changes to the website and
online campaigns are evaluated with help of the Evaluations and
data
improvements
• The site and campaigns are optimized

=
according to user behavior

• Generating more traffic
• Better user satisfaction
• Increase in self-service site volume Business benefits
• Growth in online sales
• Increasing lead generation
• Targeting development resources
• Maximizing marketing effectiveness
# 6. Copyright 18 June


No Measurement

TYPICAL SITUATION: No optimalisation or measurement

• INTEREST: You do not know how many visitors
visit the home page
• ORIGIN: You do not know where your best
sources of traffic are
• PROCESS: You do not know many go to the
shopping cart or through your process
• PERFORMANCE: You probably know how many
buy but not what your conversion rate is
• BEHAVIOUR: You do not know anything about
visitor behaviour on your site

THINK: What would be the outcome if an offline business
operation would be managed in this manner?



Audience Measurement – At least some Insight

With Measurement comes insight to:

• You now know how many visitors
visit the home page
• You know the best sources of traffic
• You know how many go to the shopping cart
or through your processes
• You know what your conversion rate is
• You know much more about your visitors
behaviour

THINK: You start to have better knowledge about your site and
can begin to make informed decisons.... But it can still be better.



Web Analytics Concept: BUSINESS IMPROVMENTS

Measurement/Optimization and testing increases conversion

• Your spend for traffic/media can remain the same,
yet bring more results
Increases in revenues
• Process improvement allows you to Cost savings
increase conversion rates
• Incremental increases in conversion
can result in massive increases in sales
• Media sites can prove their popularity
and improve their branding objectives
• Non-commercial sites can measure success
through other means

THINK: How well can you analyse the business sensitiveness
of changes in your site and online media activities?


SATAMA model: Reach – Engage – Activate – Nurture

X

The first thing we do is break this down into = Planned activity
tangible elements (or parts)......
X = Planned activity, not fulfilling the set KPI

= Plan B activity

= Integration between activities

= Plan B integrations

= Milestone for measurement and flagging



Reach – Engage – Activate – Nurture…. breaking it down

R E A N
Reach activities Mobile Free external Engage activities Activate=conversion Nurturing existing
campaign links customers
Targeted SEM Self service
SEM Prestudy MSN Landing page 1 Logins
Seasonal,etc.
Banners
RSS feeds Partner sites Own Store
O linking to Landing page 2
online store purchases
N
SMS campaign Video Banners
L CRM
Newsletter Landing page n
I marketing
Viral Banners Lead generation
N Adaptive landing
pages Program,
E Seeding Adaptive Subscriptions
My Space
flash banners
Internal Links Other buy page?
Podcasting You Tube Amazon etc.

Google Indy Online Store
Flickr Second Life Seeding purchases
Yahoo Community
Competition
Seeding

O
Seeding
F
F Call centers
On device demos Own Store
L
purchases
I Channel sales
Retail screens
N Indy Store
E purchases
Instore Retail games
Advertising, POS materials
Partner Store
Competition purchases

Continuous analysis and metrics


The Web Analytics Concept: Measurement areas

Macro and Micro Actions (Key Performance Indicators – KPI’s)
Macro Actions (e.g.)
• Purchase conversion rate
• Subscription conversion rate
”BUSINESS
• Contact conversion rate (lead) OBJECTIVE
• Login conversion rate (content site) FULLFILLMENT”

Micro Actions (e.g)
• Anything which helps (or hinders) your visitor toward your macro action
• Typing a keyword into Google ”CUSTOMER
• Clicking Links BEHAVIOUR”
• Filling in forms
• Adding a product to a shopping cart

# 12. Copyright 18 June


Tools in action
Measuring Macro and Micro actions with Web Analytics

Visual Sciences



Tools in action

HBX



Tools In action

Google Analytics



Reach Compared

Which is the best
source of traffic, in
terms of cost, volume,
engagement and
activation?



Engagement/activation compared (banner landing page)



Engagement/activation compared (Google landing)



Nurture Compared

Tableteer
website
visits and
RE-
Activations

Email and newsletter responses measured
and optimized per campaign



Finnish companies using Web Analytics
See anyone you recognise? Yes/No?



Opportunities

Clients who saw the opportunity made gains....

• 20,000 euro extra sales per DAY (€7.3 million per year)
• 2 Million euro savings in campaign spend
quot;I know that half of my advertising dollars are wasted ... I
just don't know which half.quot;
John Wanamaker
• Strategic web analytics approach to online design saved
one client €500,000 in cost of website development from
previous 3 years
• Optimized SEM campaigns resulted in 600,000 extra
visitors per year for the same campaign spend as the
previous year

Can you afford to wait? # 21. Copyright June 18, 2007 Satama. All rights reserved.


Services
1. 2. 3. 4. 5. 6. 7.

Defining key Defining Measurement Implement- System Training Web
objectives needs for the system ation implement- Analytics
and metrics measurement evaluations planning ation reports
for the site system and contracts

Start here! Or here....
KPI Workshop Conversion
Assessment

“10% of your budget should be spent on the tools and 90% on your
strategy and your analyst”

Avinash Kaushik speaking at the London eMetrics Summit 2006
Snr Manager of Research & Analytics
Intuit - USA



Thank you

QUESTIONS?

Steve Jackson
Senior Consultant
Web Analytics and Performance Marketing
Tel: 050 343 5159
steve.jackson@satama.com


Steve Jackson-Measuring the performance of marketing in the 21st century

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