case study: analytics at cmc markets: from measuring clicks to driving business
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Case Study: Analytics at CMC Markets: from measuring clicks to driving businessTRANSCRIPT
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Econsultancy.com and CMC Markets | 1 Adtech Singapore 2012
Case Study: Analytics at CMC Markets: from measuring clicks to driving business…
CMC Markets
John Sinke
Regional Marketing Manager, Asia
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Econsultancy.com and CMC Markets | 2 Adtech Singapore 2012
Online Financial Services…Shares, Forex, indices and more
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Econsultancy.com and CMC Markets | 3 Adtech Singapore 2012
This is where our journey started…
Picture of old CMC Markets
Website (2010)
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Econsultancy.com and CMC Markets | 4 Adtech Singapore 2012
In reality our website looked more like this…
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Econsultancy.com and CMC Markets | 5 Adtech Singapore 2012
We were facing massive analytical challenges…
• Google Analytics not present on all sites • No consistent set up and reporting • Few marketers were able to use Omniture / Webtrends • Webtrends offered limited added value compared to Google Analytics • Different channel analytics: Eyeblaster, Web Antenna, DGM, MediaMind… • Not only by country, also by channel! • Resistance from agencies and local teams…
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Econsultancy.com and CMC Markets | 6 Adtech Singapore 2012
And we were double counting…
Google Bloomberg SEO
Display Click Purchase
Google Bloomberg SEO
PPC Click
1 Sale
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Econsultancy.com and CMC Markets | 7 Adtech Singapore 2012
Fixing the basics first… Web Analytics & Campaign Tracking
•Full technical audit of our Google Analytics implementation
• Restructuring and redelivery of our Google Analytics accounts and code
• Correct and consistent measures implemented across portfolio
• Linking Google Analytics and Google AdWords
•Google Analytics (GA): Web Analytics and Campaign Tracking
• Visibility or measurability of customer interaction on our sites
• Conversion is primary measure
• Web analytics is key tool for conversion optimisation
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Econsultancy.com and CMC Markets | 8 Adtech Singapore 2012
Why Google Analytics?
• Powerful enough for detailed analysis and segmentation
• Allows different goals to be tracked (e.g. Live Account, Demo Account, Seminar Sign-Up)
• Simple to use and insightful for any marketer (or CEO for that matter!)
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Econsultancy.com and CMC Markets | 9 Adtech Singapore 2012
Fixing the basics first… Channel Analytics
• Solution – single channel
analytics provider with ad
serving
• Providing single view across
all marketing levers -
de-duplicated and fully
inclusive of marketing costs
• Providing segmentation and
retargeting capabilities on
and off site
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Econsultancy.com and CMC Markets | 10 Adtech Singapore 2012
Now onto the more exciting stuff…. Attribution modeling
Affiliates Display Email SEO PPC
$0 $0 $0 $0 $200 $60 $20 $20 $20 $80
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Econsultancy.com and CMC Markets | 11 Adtech Singapore 2012
Understanding how quickly we recoup our marketing spend…
Life time value • How do we acquire valuable leads
• Map marketing with trading data
• Increase / decrease spend accordingly
• Target high value client acquisition channels
• By linking Conversion to Live Account
• Building “look back” models
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Econsultancy.com and CMC Markets | 12 Adtech Singapore 2012
This is where we are now…
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Econsultancy.com and CMC Markets | 13 Adtech Singapore 2012
Create a full customer Live Time Value view… driving business
Channel Analytics (Adform) Online media
PPC
Affiliates
CRM
Direct
eDM
Web Analytics (Google Analytics)
Channel analytics. Clicks, conversion, cost, click path, de-duplication, adserving
GA provides web site level conversion data. Site performance, page conversion, last click sales data, visits, page flows, funnel reporting
Pega /
BIS
Lan
din
g p
age
Bro
wsi
ng
& P
rod
uct
Lead
gen
erat
ion
Dem
o a
pp
licat
ion
Live
Ap
plic
atio
n
Organic (SEO)
LTV data back into acquisition strategy to improve sales pipe
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Econsultancy.com and CMC Markets | 14 Adtech Singapore 2012
Towards an online dashboard…
Media Plans
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Econsultancy.com and CMC Markets | 15 Adtech Singapore 2012
Analytics is painful…
Some of the challenges…
Technology
Sub domain
Cross domain
Data Integration
Mapping
Naming conventions
Advertising networks
Training Staff &
Agencies
Resistance with
agencies
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Econsultancy.com and CMC Markets | 16 Adtech Singapore 2012
Special thanks to:
Wil Lynch and Damien Clothier at CMC Markets UK