Web Analytics & Data Warehousing

Changing the game for marketing….

“We can’t just count eyeballs, conversions, and ratings… A different way of thinking is called for.

It’s all “personal” now. Marketers have to ask a new question – ‘How do we solve this interesting problem’ You have the data. But now what are going to do with it? That’s the opportunity.”

The game is changing everything we know…

Seth Godin The Omniture Summit

March, 2010

Using data to drivebusiness value – isstill about derivinginsight to effectchange.

But it’s not changing what we do….

Web site data is usedto drive business value.

Web analytics tools are built to drive customeracquisition insight

But Web data can &should tell us so muchmore about customers.

There’s so much more data now…

With more responsibilitythe need for deeperinsight and less stats.

The need for in-depthtrends - 360° analysis

Gaps in Web AnalyticsTools are widening…

Marketing people hate math….

The 4 C’sCounts, clickpaths,conversions & computers

Value through our acquisitionand our engagementfunnel…

We’re not getting thewhole picture from WebAnalytics…

Mind the gap…..

Today’s WA built for mediocrity

Vast amounts of WA datathat goes unused

It’s not just the 2% whoconverted… It’s the 98%who didn’t…

…and who are those2%?

Today’s WA built for mediocrity

The New Marketing Funnel…

Use ClickstreamData in concertwith other data.

Inform the CMO about the completecustomer lifecycle

Layering in a solution to the data stream…

Speed up the dataProcessing. Speed is king.

Handle all of the different types of data without writing custom apps.

1. It’s iterative. Walk beforeyou run. DW is scary tomarketers.

2. With marketing it’s mostlyspeed. Not depth. Decisionsare sometimes subjective

3. Dashboards should bedashboards not a thesis.

Safety tips…

Thanks….

“Most importantly [good CMO’s] will make the leap from providing fuzzy marketing metrics to clear business

metricsthat the CEO and CFO care about because

they drive the bottom line.”

Josh JamesCEO Omniture

The Omniture SummitMarch, 2010

Photo Credits.

Paulo BrandaoMaison BissonSylvain BourdosByrne 7214Tim Cummins