groupm analytics

7/30/2019 GroupM Analytics

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[GroupMAnaly.cs]Advancedanaly+cstraining


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[Companyhistory]

Dataliciouswasfoundedin2007 StrongOmniturewebanaly+cshistory One-stopdataagencywithspecialistteam Combina+onofanalystsanddevelopers Makingdataaccessibleandac+onable Evangelizingsmartdatadrivenmarke+ng Drivingindustrybestprac+ce(ADMA)August2010 DataliciousPtyLtd 2


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[Smartdatadrivenmarke.ng]

August2010 DataliciousPtyLtd 3

MediaA=ribu.onOp.misechannelmix

Tes.ngImproveusability

$$$

Targe.ngIncreaserelevance


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[Mainbusinessunitsandservices]


DataPlaForms

Datacollec.onandprocessing

Webanaly.cssolu.ons

Omniture,GoogleAnaly.cs,etc

Tag-lessonlinedatacapture

End-to-enddataplaForms

IVRandcallcenterrepor.ng

Singlecustomerview

InsightsRepor.ngDataminingandmodelling

Customiseddashboards

Mediaa=ribu.onmodels

Marketandcompe.tortrends

Socialmediamonitoring

Onlinesurveysandpolls

Customerprofiling

Ac.onApplica.onsDatausageandapplica.on

Marke.ngautoma.on

Aprimo,Trac.on,Inxmail,etc

Targe.ngandmerchandising

Internalsearchop.misa.on

CRMstrategyandexecu.on

Tes.ngprograms


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[Clientsacrossallindustries]



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[Courseoverview]

101011010010010010101111010010010101010100001011111001010101

010100101011001100010100101001101101001101001010100111001010

010010101001001010010100100101001111101010100101001001001010



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[Day1:BasicAnaly.cs]

DefiningametricsframeworkWhattoreporton,whenandwhy?Matchingstrategicandtac+calgoalstometricsCoveringallmajorcategoriesofbusinessgoals

FindinganddevelopingtherightdataDatasourcesacrosschannelsandgoalsMeaningfultrendsvs.100%accuratedataHumanandtechnologicallimita+ons

Plushands-onexercisesAugust2010 DataliciousPtyLtd 7


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[Day2:AdvancedAnaly.cs]

CampaignflowandmediaaZribu+onDesigningacampaignflowincludingmetricsOmniturevs.GoogleAnaly+cscapabili+es

HowtoreducemediawasteTes+ngandtarge+nginamediaworldMediavs.contentandusability

Plushands-onexercisesAugust2010 DataliciousPtyLtd 8


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[Trainingoutcomes]

A^ersuccessfulcomple+onofthetrainingcoursepar+cipantswillbeableto Defineametricsframeworkforanyclient Incorporateanaly+csintotheplanningprocess Enablebenchmarkingacrosscampaigns Iden+fydatagapsandrecommendsolu+ons Usemorethanjustadserverdataforanaly+cs Impressclientswithinsightsnotspreadsheets Knowhowtoextendop+misa+onpastmediabuy Showthetruevalueofdigitalmedia



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Plentyofhandsonexercises


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[Prac.cesessionprepara.on]

OrganiseclientplaormloginsAdservers:DoubleClick,Atlas,Eyeblaster,etcBidmanagement:GoogleAdWords,etcWebanaly+cs:GoogleAnaly+cs,Omniture,etcSocialmedia:Radian6,S2M,etc

Plusanyaddi+onaldataorloginsGooglewebmastertools,FacebookfanpagesPhonecalls,retailsales,etc



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[Metricsframework]

101011010010010010101111010010010101010100001011111001010101

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Awareness Interest Desire Ac.on Sa.sfac.on

[AIDAandAIDASformulas]


Socialmedia

Newmedia

Oldmedia


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[Importanceofsocialmedia]

Search

WOM,blogs,reviews,ra.ngs,communi.es,

socialnetworks,photosharing,videosharing

August2010 DataliciousPtyLtd

Promo.on

14

Company Consumer


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[Socialasthenewsearch]



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Reach

(Awareness)Engagement

(Interest&Desire)

Conversion

(Ac+on)

+Buzz

(Sa+sfac+on)

[SimplifiedAIDASfunnel]



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Peoplereached

Peopleengaged

Peopleconverted

Peopledelighted

[Marke.ngisaboutpeople]


40% 10% 1%


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Exercise:unnelbreakdowns


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[Exercise:unnelbreakdowns]

Listpoten+allyinsighulfunnelbreakdowns Brandvs.directresponsecampaign Newprospectsvs.exis+ngcustomers Baselinevs.incrementalconversions Compe++veac+vity,i.e.none,alot,etc Segments,i.e.age,loca+on,influence,etc Channels,i.e.search,display,social,etc Campaigns,i.e.this/lastweek,month,year,etc Productsandbrands,i.e.iphone,htc,etc Offers,i.e.freeminutes,freehandset,etc



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Exercise:Conversionmetrics


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[Exercise:Conversionmetrics]

KeyconversionmetricsdifferbycategoryCommerceLeadgenera+onContentpublishingCustomerservice



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[Exercise:Conversionmetrics]


Source:OmnitureSummit,MaZBelkin,2007


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[Conversionfunnel10]

August2010

ConversionfunnelProductpage,addtoshoppingcart,viewshoppingcart,

cartcheckout,paymentdetails,shippinginforma+on,

orderconfirma+on,etc

Conversionevent

Campaignresponses

DataliciousPtyLtd 24


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[Conversionfunnel20]

August2010

Campaignresponses(inboundspokes)Offlinecampaigns,bannerads,emailmarke+ng,

referrals,organicsearch,paidsearch,

internalpromo+ons,etc

Landingpage(hub)

Successevents(outboundspokes)Bouncerate,addtocart,cartcheckout,confirmedorder,

callbackrequest,registra+on,productcomparison,

productreview,forwardtofriend,etc

DataliciousPtyLtd 25


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[Addi.onalsuccessmetrics]


ClickThrough

AddToCart

ClickThrough

PageBounce

Click

Through $

Click

Through

Callback

request

Store

Search ? $

$

$Cart

Checkout

PageViews

?

ProductViews


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[AtomicLabstag-lessdatacapture]


Keepallyourfavouritereportsbut Eliminatetagmaintenanceandensure Newpages/contentistrackedautoma+cally Acrossnormalwebsites,mobilesandapps


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[Pionintegra.onmodel]


Singlepointofdatacaptureandprocessing

Real-+mequeriestoenrichwebsitedata

Mul+pledataexportop+onsforwebanaly+cs

Enrichingsingle-customerviewwebsitebehaviour


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[Rela.veorcalculatedmetrics]

Bouncerate Conversionrate

Costperacquisi+on Pagesviewspervisit Productviewspervisit Cartabandonmentrate AverageordervalueAugust2010 DataliciousPtyLtd 29


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[eMarketerinterac.vemetrics]



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[orresterinterac.vemetrics]



Different

metricsshould

beviewedas

complementary

partsofthe

measurement

jigsaw.


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Sen+ment

ReachInfluence

[Measuringsocialmedia]



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Exercise:Metricsframework


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Level Reach Engagement Conversion +Buzz

Level1

People

Level2Strategic

Level3Tac.cal

[Exercise:Metricsframework]



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Level Reach Engagement Conversion +Buzz

Level1

People

People

reached

People

engaged

People

converted

People

delighted

Level2Strategic

Search

impressions,

UBs,etc? ? ?

Level3Tac.cal

Click-through

orinterac.on

rate,etc? ? ?

[Exercise:Metricsframework]



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IR MI

MI= ROMI+ BE

[ROI,ROMI,BE,etc]


IR MI

MI= ROMI

R I

I= ROI

R Revenue

I Investment

ROI Returnon

investment

IR Incremental

revenue

MI Marke+nginvestment

ROMI Returnon

marke+ng

investment

BE Brandequity


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[Success:ROMI+BE]

Establishincrementalrevenue(IR) Requiresbaselinerevenuetocalculateaddi+onal

revenueaswellasrevenuefromcostsavings

Establishmarke+nginvestment(MI) Requiresallcostsacrosstechnology,content,data

andresourcespluspromo+onsanddiscounts Establishbrandequitycontribu+on(BE)

Requiresaddi+onalso^metricstoevaluatesubscriberpercep+ons,experience,atudesandwordofmouth


IR MI

MI= ROMI+ BE


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[Processiskeytosuccess]




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[Recommendedresources]

200501WAAKeyMetrics&KPIs 200708WAAAnaly+csDefini+onsVolume1 200805ForresterInterac+veMarke+ngMetricsGuide 200612OmnitureEffec+veMeasurement 200804OmnitureCalculatedMetricsWhitePaper 200702OmnitureEffec+veSegmenta+onGuide 200810RonnestamOnlineAdver+singAndAIDAS 200612RazorfishAc+onableAnaly+csReport 200708EnquiroSearchEngineResults2010 201004Al+meterSocialMarke+ngAnaly+cs 201008CSRCustomerSa+sfac+onVsDelightAugust2010 DataliciousPtyLtd 39


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[Datasources]

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[Digitaldataisplen.fulandcheap]




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[Digitaldatacategories]


Source:AccuracyWhitepaperforwebanaly+cs,BrianCli^on,2008

+Social


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[Customerdatajourney]


Toreten.onmessagesTotransac.onaldata

Fromsuspectto Tocustomer

Frombehaviouraldata Fromawarenessmessages

TimeTime

prospect


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[Corporatedatajourney]


Time,Control

Sophis+ca+on

Stage1

DataStage2

InsightsStage3Ac.on

Thirdpar+escontrol

mostdata,adhocrepor+ngonly,i.e.

whathappened?

Dataisbeingbrought

in-house,shi^towards

insightsgenera+onand

datamining,i.e.whydidithappen?

Dataisfullyownedin-house,advanced

predic+vemodelling

andtriggerbased

marke+ng,i.e.what

willhappenand

makingithappen!

[ h l . l F


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[Whatanaly.csplaFormto

use]


Time,Control

Sophis+ca+on

Stage1:Data Stage2:Insights Stage3:Ac.on

Thirdpar+escontrol

mostdata,adhocrepor+ngonly,i.e.

whathappened?

Dataisbeingbrought

in-house,shi^towards

insightsgenera+onand

datamining,i.e.whydidithappen?

Dataisfullyownedin-house,advanced

predic+vemodelling

andtriggerbased

marke+ng,i.e.what

willhappenand

makingithappen!


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PeopleReached

PeopleEngaged

PeopleConverted

PeopleDelighted

[Poten.aldatasources]


40% 10% 1%

Quan+ta+veandqualita+veresearchdata

Website,callcenterandretaildata

Socialmediadata

Mediaandsearchdata

Socialmedia


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[GoogledatainSingapore]


Source:hZp://www.hitwise.com/sg/datacentre


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[Searchandbrandstrength]



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[Searchandtheproductlifecycle]


NokiaN-Series

AppleiPhone


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[Searchandmediaplanning]



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Exercise:Searchinsights


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[Exercise:Searchinsights]

Iden+fykeycategorysearchterms DatafromGoogleAdWordsKeywordTool Searchforgooglekeywordtool WordleandIBMManyEyesforvisualiza+ons Searchforwordlewordcloudsandibmmanyeyes

Iden+fysearchtermtrendsandcompe+tors GoogleTrendsandGoogleSearchInsights Searchforgoogletrendsandgooglesearchinsights

Searchandmediaplanning DoubleClickAdPlannerbyGoogle Searchforgoogleadplanner



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[Cookiebasedtrackingprocess]


Source:GoogleAnaly+cs,Jus+nCutroni,2007

Whatif:Someonedeletestheircookies?Orusesadevice

thatdoesnotsupportJavaScript?Orusestwocomputers

(workvshome)?Ortwopeopleusethesamecomputer?


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ThestudyexamineddatafromtwooftheUKsbusiestecommercewebsites,ASDAandWilliamHill.

Giventhatmorethanhalfofallpageimpressionsonthesesitesarefromlogged-inusers,theyprovidedarobust

sampletocompareIP-basedandcookie-basedanalysisagainst.Theresultswerestaggering,forexampleanIP-basedapproachoveres+matedvisitorsbyupto7.6+meswhilstacookie-basedapproachoveres.matedvisitorsbyupto23.mes.

[Uniquevisitoroveres.ma.on]


Source:WhitePaper,RedEye,2007


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DataliciousSuperCookiePersistentlashcookiethatcannotbedeleted


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[Maximiseiden.fica.onpoints]

20%

40%

60%

80%

100%

120%

140%

160%

0 4 8 12 16 20 24 28 32 36 40 44 48

Weeks

Probabilityofiden+fica+onthroughCookies

August2010 58DataliciousPtyLtd


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[De-duplica.onacrosschannels]


Banner

Ads

EmailBlast

Paid

Search

Organic

Search

$Bid

Mgmt

Ad

Server

EmailPlaForm

Google

Analy.cs

$

$

$

CentralAnaly.cs

PlaForm

$

$

$


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Exercise:Duplica.onimpact


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[Exercise:Duplica.onimpact]

Double-coun+ngofconversionsacrosschannelscanhaveasignificantimpactonkeymetrics,especiallyCPA

Example:Displayadsandpaidsearch Totalmediabudgetof$10,000ofwhich50%isspendonpaid

searchand50%ondisplayads

Totalof100conversionsacrossbothchannelswithachanneloverlapof50%,i.e.bothchannelsclaim100%ofconversionsbasedontheirownrepor+ngbutoncede-duplicatedtheyeachonlycontributed50%ofconversions

Whataretheini+alCPAvaluesandwhatisthetrueCPA? Solu+on:$50ini+alCPAand$100trueCPA

$5,000/100=$50ini+alCPAand$5,000/50=$100trueCPA(whichrepresentsa100%increase)



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Exercise:Webanaly.cs


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TVaudience

Search

audience

Banner

audience

[Reachandchanneloverlap]



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[Es.ma.ngreachandoverlap]

ApplyaverageuniquevisitorcountperrecordeduniqueusernamestoalluniquevisitorfiguresinGoogleAnaly+cs,Omniture,etc

Applyra+ooftotalbannerimpressionstouniquebannerimpressionsfromadservertopaidandorganicsearchimpressionsinGoogleAdWordsandGoogleWebmasterTools

CompareGoogleKeywordToolimpressionsforaspecificsearchtermtoreachforthesametermin

GoogleAdPlanner Customwebsiteentrysurveyandcampaign

stackingtoestablishchanneloverlap



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Sen.mentanalysis:Peoplevsmachine


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[Al.metersocialanaly.cs]


SocialMarke+ngAnaly+csisthe

disciplinethathelps

companiesmeasure,

assessandexplainthe

performanceofsocial

mediaini+a+vesinthecontextofspecific

businessobjec+ves.


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[acebookinsights]


UsingFacebookLike

buZonsisafreeand

powerfulwaytogain

addi+onalinsights

intoconsumer

preferencesand

enablingsocialsharing

ofcontentaswellaspossibly

influenceorganic

searchrankingsin

thenearfuture.


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[acebookConnectsinglesignon]


acebookConnectgivesyour

companythefollowingdata

andmorewithjustoneclick!

ID,firstname,lastname,middlename,picture,affilia+ons,lastprofileupdate,

+mezone,religion,poli+calinterests,

interests,sex,birthday,aZractedto

whichsex,whytheywanttomeet

someone,hometown,rela+onship

status,currentloca+on,ac+vi+es,musicinterests,tvshowinterests,educa+on

history,workhistory,familyandemail Needanythingelse?


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AppendingsocialdatatocustomerprofilesName,age,gender,occupa.on,loca.on,social

profilesandinfluencerrankingbasedonemail

(influencersonly)

(allcontacts)


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Exercise:Sta.s.calsignificance


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Howmanysurveyresponsesdoyouneedifyouhave10,000customers?

Howmanyemailopensdoyouneedtotest2subjectlines

ifyoursubscriberbaseis50,000?

Howmanyordersdoyouneedtotest6bannerexecu.ons

ifyouserve1,000,000banners

Googlensssamplesizecalculator


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Howmanysurveyresponsesdoyouneedifyouhave10,000customers?

369foreachques.onor369completeresponses

Howmanyemailopensdoyouneedtotest2subjectlines

ifyoursubscriberbaseis50,000?Andemailsends?381persubjectlineor381x2762emailopens

Howmanyordersdoyouneedtotest6bannerexecu.ons

ifyouserve1,000,000banners?383salesperbannerexecu.onor383x62,298sales

Googlensssamplesizecalculator


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[Addi.onalsuccessmetrics]


Click

Through

AddTo

Cart

ClickThrough

PageBounce

Click

Through $

Click

Through

Callback

request

Store

Search ? $

$

$

Cart

Checkout

PageViews

?

ProductViews


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[Importanceofcalendarevents]


Trafficspikesorotherdataanomalieswithoutcontextare

veryhardtointerpretandcanrenderdatauseless


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[Recommendedresources]

200311UKRedEyeCookieCaseStudy 200807KaushikTrackingOfflineConversion 200906WOMOnlineThePeopleVsMachinesDebate 201005GoogleAdPlannerDataWrongByUpTo20% 201005MPIHowSta+s+callyValidIsYourSurvey 201005WikipediaSta+s+calSignificance 201005WikipediaSta++calValidity 201005OmnitureCampaignManagement 200910EyeblasterGlobalBenchmark 200903CoremetricsConversionBenchmarksByIndustry 201007WSJTheWeb'sNewGoldMineYourSecrets 201008Adver+singAgeAreMarketersReallySpyingOnYouAugust2010 DataliciousPtyLtd 76


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Summary


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[Prac.cesession]

101011010010010010101111010010010101010100001011111001010101

010100101011001100010100101001101101001101001010100111001010

010010101001001010010100100101001111101010100101001001001010



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Exercise:Webanaly.cs


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[Webanaly.csplaFormprac.ce]

GoogleAnaly+csandOmnitureSiteCatalystPlaormbasicsandcomparisonDescribingwebsitevisitorsIden+fyingtrafficsources(reach)

CampaigntrackingmechanicsAnalyzingcontentusage(engagement)Analyzingconversiondrop-out(conversion)Definingcustomsegments(funnelbreakdowns)



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[Top5Omnitureusage.ps]

Bookmarkinteres+ngreportsandfrequentlyusedreportsengrightawaysotheyreeasytofindagainlater Usemul+plebrowserwindowsandcon+nuebrowsingin

anewwindowonceyoufindaninteres+ngreporttofacilitatecomparisonanddataexplora+on

Setautoma+cemailalertsforallkeymetricsyoucomeacrossrightawaysoyouarealwaysthefirsttoknowaboutanomaliesratherthantheclienttellingyou

UseshortURLsnexttoallgraphsusedinclientpresenta+onstofacilitatenaviga+ontotheunderlyingreportandtosave+meonpoten+alchangerequests

Readthe200708OmnitureSiteCatalystReportDescrip+onsandaskfortheclientsSolu+onDesign


[ ]


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[Describingwebsitevisitors]

Averageconnec+onspeed Plug-inusage(i.e.Flash,etc) Mobilevs.normalcomputers Geographicloca+onofvisitors Timeofday,dayofweek

Repeatvisita+on Whatelse?August2010 DataliciousPtyLtd 82


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[ l i ]


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[Analysingcontentusage]

Pagetrafficvs.engagement Entryvs.exitpages Popularpagepaths Internalsearchterms


[ l i i d ]


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[Analysingconversiondrop-out]

Definingconversionfunnels Iden+fyingmainproblempages Pagesvisiteda^erconversionbarriers Conversiondrop-outbysegment


[ D fi i ]


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[Definingcustomsegments]

Newvs.repeatvisitors Bygeographicloca+on Byconnec+onspeed Byproductspurchased Newvs.exis+ngcustomers

Brandedvs.genericsearch Bydemographics,customsegmentsAugust2010 DataliciousPtyLtd 86

[ U f l l . l ]


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DataliciousPtyLtd

[Usefulanaly.cstools]

hZp://labs.google.com/sets hZp://www.google.com/trends hZp://www.google.com/insights/search hZp://www.google.com/sktool hZp://bit.ly/googlekeywordtoolexternal hZp://www.google.com/webmasters hZp://www.google.com/adplanner hZp://www.google.com/videotarge+ng hZp://www.keywordspy.com hZp://www.compete.comJune2010 87

[ U f l l . l ]


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DataliciousPtyLtd

[Usefulanaly.cstools]

hZp://bit.ly/hitwisedatacenter hZp://www.socialmen+on.com hZp://twiZersen+ment.appspot.com hZp://bit.ly/twiZerstreamgraphs hZp://twitrratr.com hZp://bit.ly/listo^ools1 hZp://bit.ly/listo^ools2 hZp://manyeyes.alphaworks.ibm.com hZp://www.wordle.netJune2010 88


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