keyareas oftracking and analyticsassets.adma.com.au/student-lounge/digital/tutor slides week...

Keyareas oftracking andanalytics

• Tracking online vs offline and integrationbetweenthem

• Online tracking – systems, optionsandintegration

Biggest issue :- making sense of all the dataand turningit into informationthat candrive business objectives

Trackingonline• Offlinetracking:

• Difficult to measure accurately, often tracked through surveys andstatistical analysis

• Takes time• Any learnings are implemented in the next TVC or print execution

• Online,everything can betracked and measured:• Views, Hits, Repeat visits, Length of visit, Interactions, Conversions• Time of day, Geographical location etc.• Display banners, emails, websites, videos

• Onlinetracking:• Real-time, real data• Optimisation mid-campaign, rather than implementing learnings into the

next campaign

Issues• People may use offline methods for completing a purchase:

• In store• Phone

• Unique users are tracked by IP address, but a lot of users mayuse internet at home and at work, with different IP addresses

• Different analytics platforms use different algorithms, so if youchange your software, you can’t compare data from previousperiods

Resolutions• For correlating offline & online:

• Call centre or store purchases to include questions around where theyheard about the product / company

• Correlation of general sales reports mapped to online activity• Data consolidation (e.g. Purchases) from all sources• Social media monitoring to see what experiences people have had with

your brand, and what they are saying• Correlation of TVC media schedule with traffic spikes & search

monitoring• Keyword URLs (don’t work very well)

Understandingonline tracking

AdServerAdServer

AffiliatemanagerAffiliatemanager

MobilecompanyMobile

company

EmailsystemEmail

system

YouTubeYouTube

GoogleAdWords /Analytics

GoogleAdWords /Analytics

GoogleAnalyticsGoogle

Analytics

Social MediaMonitoring

Social MediaMonitoring

MobileCompany

MobileCompany

BespokereportingBespokereporting

Keyconcerns withtracking

• Gettingall the data into one place on onereport

• Connectingthe dots, and de-duplicatingthe channels

• Understandingattribution and contributionfrom each componentwhen multiplechannels have beentouched

Whatto measure• There are numerous data and analytics options• But what do they tell you? So you had 12,000 unique visits to

your site...• Did they have a positive experience? Negative experience?• Do they remember your brand / product?• How do they feel about your brand / product?• Did they buy anything, either online or offline?• Did they come back to the site• Did they tell their friends & family?• Can you learn anything from them to improve your business?

SetObjectives• Set measurable objectives at the beginning of the project /

campaign.• If measurables aren’t determined up front, you may not be able

to source the data you need.• E.g. The % of females that booked a test drive from a particular

display ad against the total number of test drives booked• To measure this you would need a combination of:

• Ad server tracking• Website tracking• Data collection

Datacollection formarketingpurposes

• Every marketer wants to know everything about their customersand prospects in order to better segment and optimise

• Be careful to not ask too many or too intrusive questions fromyour users

• Forms are often abandoned when there are too many steps andquestions, especially if the user can’t easily see why you needthat information

• Don’t worry about getting all of the information in one hit, buildan eCRM strategy to gather information over time so you canbetter profile your customers / prospects

Qualitativev quantitative

http://www.slideshare.net/prebynski/the-new-online-analytics-dashboard

• Measuringobjec tiveswill probablybe acombinatio nofqualitativeand quantitativemetho ds

Qualitative• Usability• Brandaw areness• Copyand graphics• Campaigntheme• Audience segment• Feedback

Quantitative• Hits• Pageviews• Openrates• Timeon site• Bouncerates

Trackingtools• OnlineBrand effectivenesstracking• Adservers• Emailtracking• PaidSearch• Websiteanalytics

OnlineBrand Effectiveness• The digital industry’s greatest strength, accountability,

has always been its greatest hindrance.

• Early on, digital practitioners’ championing oftransparency helped to paint the industry into a directresponse corner, and effectively restrict the free flow ofbrand dollars into the market.

• As the digital industry continues to establish itself as abrand building medium, it has become far more commonplace to run online ad effectiveness studies to quantifythe effect campaigns are having on shifting commonbrand metrics.

• Current suppliers of this research method includesNielsen Online, Dynamic Logic & ComScore.

Pre Survey Post Survey

Radio

TV

Print

TV

Radio What wasthe effectof onlineamongst

allactivity?

Online Ad Campaign

ResearchApproach – Pre/ Post

Online Ad Campaign

ExposedControl

Radio

TV

Print

Radio

TV

All thingsequal

except forexposure

ResearchApproach –Simultaneous

ResearchApproach

18

Exposed group• Launched via domain exit site intercept• Overall n= 1,527• Target Audience (MGB with u/18 kids) n= 580

Control group• Launched via domain exit site intercept• Overall n= 2,654• Target Audience (MGB with u/18 kids) n= 883

• Site intercept survey• Domain exit approach• Simultaneous AdE methodology

CreativeExecutions

19

Unsure9%

No57%

Recall34%

20

CampaignRecallTarget Audience Exposed to Campaign

Exposed to mrec/leader n=293

Recall(TA)

AllExposed

(TA)

Awareness 95% 96%

Consideration 58% 59%

PurchaseIntent

33% 30%

Recommendation

63% 60%

Control Exposed

21

Awareness 91%

Sentiment 52%

Consideration54%

Purchase Intent 25%

Advocacy 55%

Awareness 96%

Consideration59%

Purchase Intent 30%

Advocacy 60%

Sentiment 58%

Control n=883, Exposed n=580

NielsenOnline BrandImpact PyramidTarget Audience

BestPractice Guidelines• With agencies and advertisers increasingly seek to demonstrate effective

return on investment from their advertising expenditure there has been alarger emphasis placed on brand effectiveness research (BER).

• This increasing utilisation of BER has meant that web site audiences arebeing exposed to studies more frequently and this can hinder their mediaexperience which is of importance to both publishers and advertisers. It canalso impact on the quality of the research results.

• The Online Brand Effectiveness Research Best Practice Guidelines havebeen drawn up by the IAB Research Council to ensure that researchrequested by media agencies and clients is mutually beneficial and isconducted as effectively as possible.

Source: IAB Australia - Online Brand Effectiveness Research Best Practice Guidelines – Nov-09

Adservers• Key measurements:

• Impressions: How many times the ad has been served (CPM)• Clicks:How many users have clicked on the ad (CPC)• Events: How many users have gone to pre-determined pages on your site

(e.g. homepage, order a brochure, product page)• Conversions: How many users have ‘converted’, pre-determined e.g. By

number of users who have completed the purchase process

• Events & conversions are measured by adding a piece ofcode to the pre-determined pages

• ROI can be calculated by attributing customer values toevents and/or conversions and comparing to cost.

Custominteractions• Withrich placements,ad serversallow youto set

customi nteractionsfo rmeasurement:• Play,pause, stop,f ullscreen, volumeof videos• Multipleclick throughs• Gamedrop out /co mpletions• Enteringdata fields

Optimisation• Mostad serversallow formultiple creativeto berun in

oneplacement, and reporton theperformance.

• Differentcreative, copy,C2A ’sc anbe tested

• Different% canbe setfor eachcreative andcha ngedordropped completelythrougho utthe campaign

Emailtracking• Thereare lotsof emailplatforms:

• Silverpop, Returnity, Traction• Campaign monitor, Mailchimp

• Keymeasurements:• Open rates• Click through rate• Bounce rate• Unsubscribes• Forward rate

• Events& conversions fromyour websitemay alsobemeasureddepe ndingon theemail platformyou areusing

Emailoptimisation• Youcan testemail creative,subject lines,pro motions

bysplitting yourdatabase and measuringthe response• Normallyperformed ona pilotgroup, andt henthe

‘optimised’ emailsent tothe largergroup• Mostemail platformswill letyou segmentyour data

andse nd differentemails todifferent groups:• Male / female• Geographical• Purchase intention

• Buildup customer data overtime forbettersegmentation

Paidsearch• MainlyGoogle: Adwords/Doubleclick/Analytics• Keymeasurements asper displayads:

• Impressions (CPM)• Clicks (CPC)• Events• Conversions

Paidsearch tracking

Paidsearch tracking

Measuring campaign impact:http://www.youtube.com/watch?v=siD8uTIP5CQ

Googleanalytics• Basictour (approx 5mins):

http://www.google.com/analytics/tour.html

• PPCkeyword analysis (1min 30):http://www.youtube.com/watch?v=9AaI5KVgHyg

• Interpretingand actingon yourdata (9mins):http://www.youtube.com/watch?v=Hdsb_uH2yPU

A/BTesting• Testinga singlevariable• Notlimited to2 options, can haveA/B/C /D• Usedto testlanding pages/ emailsetc.• Toolsallow youto set-upthe testand automatically

splityour visitorsto seeone orthe other• Tools:

• GoogleWebsite Optimiser• Omniture Test& Target

CaseStudy – BabyCenter

Omniture

• Issue: The ‘BabyNa mes’ landing pageconverted 30%lessthan thegeneral keywordsland ingpage

• Goal: Increase ‘BabyNames ’ landingpage formconversion

CaseStudy – BabyCenter

Omniture

CaseStudy – BabyCenter

Omniture

A/Btesting

Omniture

• Advantages:• Simple,easy toim plement• Goodfor HighLevel test

• Disadvantages:• Takestime toobtain statisticallyrelevant results• Onlytests 1variable ata time,variables ont he

losingpage mayactual havea positiveimpact

Multivariatetesting

Omniture

• Multivariatetesting istesting multiplevariables withintheone page.

• Canbe useda fterA/B testing,to drilldown deeper

Multivariatetesting

Omniture

• Totest eachof these variablesusing A/B testing,wouldgiveyou 128 permutations

Multivariatetesting

Omniture

• With Omniture,only 8tests needto beset up

Multivariatetesting

Omniture

Multivariatetesting

Omniture

• Winningvariation

Multivariatetesting

Omniture

• Advantages:• Optimiseseveral elementsat once• Noneed totest allpermutations

• Disadvantages:• Morecomplex than A/B• Requiresadvance dst atisticalanalysis• However,tools available

Multivariatetesting

Omniture

Notes• Customersegmentation targeting,to providedynamic

experiences• Somethingthat worksfo rone business maynot work

foranother business• Canuse GoogleOptimizer, Omniture and others

Omniture vGoogle• 53%of enterprises use afree technologyfor their

primaryweb analyticstool• 66%of enterprisesc urrentlypaying wouldco nsider

movingto afree tooldue to:• Recentimprovemen tsin freetools• Wantto investin peopleto usethe tools,rather

thant hetools• Economic reasons

Forrester: Appraising your investment in Enterprise web analytics,Commissioned by Google, Sep 2009

Omniture vGoogle• 53%of enterprises use afree technologyfor their

primaryweb analyticstool• 66%of enterprisesc urrentlypaying wouldco nsider

movingto afree tooldue to:• Recentimprovemen tsin freetools• Wantto investin peopleto usethe tools,rather

thant hetools• Economic reasons

Forrester: Appraising your investment in Enterprise web analytics,Commissioned by Google, Sep 2009

Omniture vGoogle• Googleanalytics:

• No support for browsers with no javascript / disabledjavascript (so portion of users not tracked)

• No guarantee of reliability or privacy of data• Normally 24hr delay in stats

• Omniture:• Extremely customisable and unlimited• More support and reliability• Superior level of detail• Apply more sophisticated business logic tracking

http://www.haiensheng.com/blog/analyzethis/2009/jan/omniture-sitecatalyst-vs-google-analytics

Omniture vGoogle• Googleanalytics greatfor gettinginsight,

recommendedfor smallto medium sites• Omniture morean integratedb usiness toolwith more

capabilites,recommen dedfor enterprisesites wherethewebsite isa keybusiness tool

• Humananalysis imperative• Havingthe toolsis great,bu tyou needso meoneto

understand the dataand connect thedot stoprovidevaluable insightsa ndo ptimisationstrategies.

http://www.webexpectations.com/blog/2009/04/08/omniture-vs-google-analytics/

Insummary• There is a multitude of tools for tracking and measuring

online• Online data should not be looked at in isolation, review

with offline data as well• Set measurable objectives at the beginning of your

project / campaign to ensure that the relevant data isavailable to you

• Limit and make optional the ‘marketing’ questions informs

• Track and review your tools / data frequently, analyseand find insights that you can use to optimise yourcampaign to better meet your objectives

Exercise

• Login to Interactive Minds GoogleAnalytics and find:– Which speakers/topics are most in demand

and should be offered more often– If there is any seasonality associated with the

events– How users came to the site (email, upstream

site, search, typing in URL directly,bookmarked)

– If any pages on the site need improvementand why (bounce rate/exit rate; paths)

GroupExercise

• Define the brand,the target audienceandthe possiblerole of digital

• Review– Purchase path / cycle for the brand– All public digital aspects :-– Website– Likely search terms – paid and organic

rankings– Social media – IceRocket, Wikipedia,

YouTube, Facebook– Emails, banners, etc.