paris | october 5-7, 2009 beyond website optimization web analytics
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Paris | October 5-7, 2009
Beyond website optimization
Web analyticsWeb analytics
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IntroductionIntroduction
Most of us are already familiar with web analytics as a
marketing tool, to optimize transactions and realize
maximum ROI from campaigns.
But web analytics data can be used throughout your
company to make data-driven decisions.
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WHO AM I?WHO AM I?
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About MeAbout Me
Angie Brown, Web Analytics Manager at Elsevier Health Sciences
– 90+ web sites implemented with Unica’s NetInsight
– Lead analyst for flagship MD Consult product
8+ years web analytics experience
– Vendor (IBM SurfAid, Coremetrics)
– Practitioner (Elsevier)
Co-chair of Web Analytics Association (WAA) Standards Committee
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About ElsevierAbout Elsevier
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World’s leading publisher of science and health information– Elsevier Science & Technology, HQ
Amsterdam
– Elsevier Health Sciences, HQ Philadelphia
Headquarters: Amsterdam, The Netherlands
> 7000 employees in 24 countries
Publisher of 2,000 journals and 19,000 books
– 2,000 new books each year
About ElsevierAbout Elsevier
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Some Health Sciences ProductsSome Health Sciences Products
7
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My web analytic toolboxMy web analytic toolbox
Analytics tools
– Web analytics tool: Unica’s NetInsight
– Continuous surveys: ForeSee Results
– Multivariate testing: Optimost
Other tools
– Excel
– Firefox
Access to other data in my company
– Back-office databases (reports, SQL access)
• Customer management
• Subscribers / transactions
– Financial reports
– Raw server logs
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WHO USES WEB ANALYTICS DATA?WHO USES WEB ANALYTICS DATA?
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Who uses web analytics?Who uses web analytics?
Executives / Strategy Group
Product Managers
Sales / Account Managers
Content Providers
Online Marketing
Direct Marketers User Experience Customers (B2B)Information Technology
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COMPANY EXECUTIVES / STRATEGY GROUPCOMPANY EXECUTIVES / STRATEGY GROUP
Web analytics users…
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Executives / Strategy GroupExecutives / Strategy Group
Support good decision making on a corporate or business unit level
Use web analytics to…
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Two ways to view dataTwo ways to view data
Key performance indicators (KPIs)– Historical
– Bottom line
– Performance-driven
Proactive analysis– Show how/where visitor
behavior supports executive strategy (or not)
– Identify new opportunities that support corporate goals
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Segmentation is keySegmentation is key
Marketers – both online and direct – are accustomed to segmenting customers into strategic groups
– New customers, low/high value customers, at risk customers, etc.
Web analysts use additional segmentation for executive-level insight
– Product or product line
– Business unit
– Customer segments
– Along financial reporting segments
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Strategic reporting: cross-product KPIsStrategic reporting: cross-product KPIs
Allows for benchmarking across many different websitesInforms decisions about investment in different websites or online products
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Strategic reporting: product-level KPIsStrategic reporting: product-level KPIs
The Bottom Line
Overall (M) Seg 1 Seg 2 Seg 3
Cash Sales (M)
2009 YTD
2008 YTD
Δ %
Goal
(Subscr. Only) Overall (M) Seg 1 Seg 2 Seg 3
Sessions
2009 YTD
2008 YTD
Δ %
Goal
12-mo Rolling
Var 0.2%
Var - 2% Var 11.0%
Var - 9%
Overall Segment 1 Segment 2 Segment 3
YTD Revenue Growth vs. Goal
Overall
Segment 1
Segment 2
Segment 3
YTD Sessions Growth vs. Goal
Var 3.7%
Revenue Growth
Sessions Growth
Shows how a specific website contributes to the company’s strategic priorities.
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Strategic analytics example*Strategic analytics example*
Subscription site with the following types of
content
– Journals
– Books
– Drug Info
– Practice Guidelines
Sells to the following customer types
– Medical Students
– Doctors
Students are strong users of the book content
Usage is increasing rapidly in Europe
Executives want to increase focus on selling
books to European students
Is this wise?* Segments and numbers are made up for this example
2006 2007 2008 2009
Usage by geography
N. AmericaEuropeAsiaS. AmericaAustralia
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Strategic analytics exampleStrategic analytics example
Web analytics can be used to support this decision-making process
Metrics
– Relative usage of different content areas
Relevant segments
– By customer type (student/professional)
– By geography
– By type + geography together
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Strategic analytics exampleStrategic analytics example
0%
20%
40%
60%
80%
100%
Stud
ents
Prof
essi
onal
s
Euro
pe
Wor
ld
St, E
ur
St, W
orld
Pro,
Eur
Pro,
Wor
ld
Type Geo Type & Geo
Segmented usage for example site
Guidelines
Drugs
Books
Journals
Do findings support the strategy?
Students are indeed heavy users of books
However, European growth has been driven by journal interest, and European students are interested in book and journal content equally
Conclusion:
Targeting books to European students could be a mistake; dive into their usage more to understand their true needs
Bonus: Non-European professionals are relatively interested in Guideline content: could be a hidden opportunity Other geographic areas were left off the example; would include
all relevant geographic areas in a real situation
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PRODUCT MANAGERSPRODUCT MANAGERSWeb analytics users
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Product managersProduct managers
“CEO of the product,” business owner responsible for success of product throughout its lifecycle
– Product strategy
– Product branding, positioning, marketing
– Development priorities
– Improvements / enhancements / problem detection
– Financial health
In Elsevier, “products” and “websites” are often the same
– Many are subscription-based content sites
For other types of sites, the business owner of the website has many of the same responsibilities
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Product managersProduct managers
• Show how their website contributes to corporate goals
• Understand how their customers interact with the site
• Find barriers to customer success, in order to improve the experience
Use web analytics to…
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Two ways to view dataTwo ways to view data
Key performance indicators (KPIs)– Same as KPIs rolled up to
executives, plus– Other metrics that show the
“health” of the site in more detail• Sections/features utilized• Customer satisfaction• Usage of up-sell offerings• Percent visits encountering
errors• “Engagement” (time on site,
content to navigation ratio, print previews, downloads, etc.)
– Marketing metrics (campaign performance, transactions, conversion rates, etc.)
Ad hoc analysis– Often exploratory in nature
• Who is using the site? How?
– Look for deeper customer understanding
– Seek out problems before customers find them
– Gage effectiveness of development efforts
– Prioritize projects
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Segmentation is keySegmentation is key
Segment in the same manner as rolled up to executives, plus…
Segment by content type
– Compare/contrast groups of pages that represent similar content or functionality
Exploratory analysis can require segmenting on anything/everything available
– Used for troubleshooting, or exploring new opportunities
• Which segments behave significantly different than others?
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PM example: content groupsPM example: content groups
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PM example: content groups by segmentPM example: content groups by segment
Informs decisions about:• Up-sell
opportunities• Product
expansion• Branding /
messaging among different customer types
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Site
wid
e
Stud
ent
Prof
essi
onal
Rese
arch
er
Aca
dem
ic
Smal
l Fir
m
Med
ium
Fir
m
Larg
e Fi
rm
Sear
ch
Cust
omer
link
Soci
al M
edia
Dir
ect E
ntry
All Account type Type of Company Source of Traffic
% C
onte
nt P
age
Vie
ws
Segmented Content Usage
Content 9
Content 8
Content 7
Content 6
Content 5
Content 4
Content 3
Content 2
Content 1Why is this content so
appealing to students, and no
one else?
Visitors from larger firms are more focused.
What are people saying about
these features? Is it bad or
good?
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PM Example: content groups by entry locationPM Example: content groups by entry location
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Content Consumption by Entry Point
Content 5
Content 4
Content 3
Content 2
Content 1
Informs decisions about:• Cross-linking
between different areas of the site
• Cross-promotion
Similar analysis can be used by program managers (for promotional programs at a bank): shows how efforts at cross-sell/up-sell are doing
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PM Example: local search troubleshootingPM Example: local search troubleshooting
“Zero results” searches higher than anticipated– Site contains well over 10 million pages of content
– Requires subscription: unlikely someone would reach it by mistake
– Site measures high in customer satisfaction
• Customers who use search are generally more satisfied than those who do not
• Lots of specific feedback for “bad” searches, but no obvious patterns
Track % zero results search visits as KPI: try to lower
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PM Example: local search troubleshootingPM Example: local search troubleshooting
No clear pattern of issues emerged with available data: zero-results search terms, site feedback, user testing
Exploratory analysis: Do any customer segments have higher-than-average zero-results searches?– Segment by country, entry page, customer type, referrer, etc.
No problem
Search issues, relatively few users affected
No problem
Who uses search a lot?
Wh
o g
ets
a lo
t o
f n
o-r
esu
lts?
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Use search a little Use search a lotFew
not
-fou
nds
Man
y no
t-fo
unds
PM Example: local search issuesPM Example: local search issues
Latin American countries!
Analysis led to very specific recommendations for improving search, and better customer understanding.
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SALES TEAMS / ACCOUNT MANAGERSSALES TEAMS / ACCOUNT MANAGERS
Web analytics users
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Sales / Account ManagersSales / Account Managers
• Identify at-risk customers• Look for up-sell opportunities• Assist with pricing / discounting decisions
Use web analytics to…
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Sales / acct mgmt exampleSales / acct mgmt example
Informs decisions about:• Priority
attention from account team
• Price increases or discounts
• Retention marketing
Territory 1
Territory 2
Territory 3Territory 4
Territory 5
Territory 6Territory 7
Territory 8
Territory 9
Territory 10
Territory 11
Territory 12
Territory 13
-100%
100%
-100% 100%
(bel
ow a
vera
ge)
<
----
-YT
D g
row
th
---
-->
(a
bove
ave
rage
)
(below average) <--- Growth over same month last year ---> (above average)
Usage Growth by Account Territory
Getting Better
Slipping
Needs Work
OK
Axes cross at site average
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CONTENT PROVIDERSCONTENT PROVIDERSWeb analytics users
34
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Content providersContent providers
Authors
Editors
Publishers
Consultants
Subject matter experts
Direct marketers creating content for campaigns
Anybody who writes or sources the content that is on your site
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Content ProvidersContent Providers
• Find out what resonates with customers
• Inform decisions about adding, modifying, or removing content, both online and offline
Use web analytics to…
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Can use online data to inform offline decisionsCan use online data to inform offline decisions
When content is offered in multiple channels, use online data to help inform offline decisions
– Print books
• Areas to focus on for next edition
• Where to cut, if necessary
– Newspapers
• Which stories are most interesting to readers online?
• Can position better in print
– Corporate brochures / handouts / white papers / other printed documentation
• What information are your customers after the most?
– Test out marketing messages online before committing to print
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Content provider example – top articlesContent provider example – top articles
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Content provider exampleContent provider example
View ageing of content overall
Determine where to cull if necessary
Investigate old articles are being viewed
– Redirect to new content?
– Revise?
– Update links?
– “Classic” content that stands the test of time? 20
0910
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Page views by cover date
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Content provider exampleContent provider example
View ageing of specific titles
– Lag between publish date and usage?
– Is content used to keep current with latest news? Or is it used as a reference?
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Content example: online data informing offline decisionsContent example: online data informing offline decisions
Print version of Cecil Textbook of Medicine
– “The granddaddy of general internal medicine texts” (JAMA)
– 3120 pages
– 11.2 pounds
– 467 chapters in 28 sections
Online
– Full text online in two different products
– Broken into1574 “pages”
• Chapters, sections same as print
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Cecil Medicine online usageCecil Medicine online usage
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WRAP-UPWRAP-UP
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ConclusionConclusion
“Boundarylessness”
Increased customer focus, andbetter business decisions
Online MarketingExecutives /
Strategy GroupProduct
ManagersSales / Account
ManagersContent Providers
Direct Marketers User Experience Customers (B2B)Information Technology
Online MarketingExecutives /
Strategy GroupProduct
ManagersSales / Account
ManagersContent Providers
Direct Marketers User Experience Customers (B2B)Information Technology
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