jamanetwork.com
Web Analytics & Customer Intelligence
Matt HerronApril 8, 2014
jamanetwork.com© 2012 American Medical Association. Privileged and confidential.
November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 2
jamanetwork.com© 2012 American Medical Association. Privileged and confidential.
“We need a Web Analytics Strategy… Right?”
November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 3
jamanetwork.com© 2012 American Medical Association. Privileged and confidential.
“Great! …What now?”
November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 4
•Who is in the visits count?
•What types of content were being used?
•How many page views came from a subscribing customer?
•Did any of the visits come from our marketing programs?
•Are there new customer segments that I can target to increase revenue?
jamanetwork.com© 2012 American Medical Association. Privileged and confidential.
Web Analytics supports Customer Intelligence
November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 5
Customer DB
Web Analytics
Purchase History
Content Affinity
Support History
jamanetwork.com© 2012 American Medical Association. Privileged and confidential.
Customer intel draws a picture of who we serve
November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 6
•How many authors are also subscribers?
•What institutions contribute editorial value?
•Who reads cardiology content more than 3x per month?
•Who are our most engaged customers? How do we quantify/qualify engagement?
•What topical areas draw the most attention from our customers?
•Who pays for our content vs. who only reads free content?
jamanetwork.com© 2012 American Medical Association. Privileged and confidential.
Customer intel enables targeted communications and new product dev
November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 7
•How do we target a CME promotion to those who take CME more than 2x per month?
•How do we promote our mobile app to paying subscribers who have visited our website on a mobile device?
•How do we demonstrate that our users are a valuable audience for digital advertisers?
•Can we learn about new product ideas from our most engaged audience?
•How do we measure our success at any of our electronic programs?
jamanetwork.com© 2012 American Medical Association. Privileged and confidential.
“Great! We have all this data!”
November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 8
jamanetwork.com© 2012 American Medical Association. Privileged and confidential.
Tips & Tricks: Get customer ID into analytics
November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 9
custid=01234
jamanetwork.com© 2012 American Medical Association. Privileged and confidential.
User behavior and attribute data is distributed
November 28, 2012• Slide 10
Fulfillment DB
• Billing & Revenue
• Individual Subscriptions
• Institutional Site Licenses
• Address(es)
• Access controls
• CME Tokens
Web Platform
• Email preferences
• CME usage
• COUNTER usage
• Bookmarks
• Semantic profiles
• Consortia Structure
SSO User DB
• Name
• Email Address
• Email preferences
Google Analytics
• Website engagement
• Visit frequency
• Content usage
• Purchase quantities
Mobile Platform
• Email address
• Specialty
• Topic Interests
• Zip code
• Name
• Bookmarks
Institutional Directory
• Ringold Institution Directory
• Institutional Customer profiles
• Institutional geographies
jamanetwork.com© 2012 American Medical Association. Privileged and confidential.
November 28, 2012• Slide 11
Fulfillment DB
• Billing & Revenue
• Individual Subscriptions
• Institutional Site Licenses
• Address(es)
• Access controls
• CME Tokens
Web Platform
• Email preferences
• CME usage
• COUNTER usage
• Bookmarks
• Semantic profiles
• Consortia Structure
SSO User DB
• Name
• Email Address
• Email preferences
Google Analytics
• Website engagement
• Visit frequency
• Content usage
• Purchase quantities
Mobile Platform
• Email address
• Specialty
• Topic Interests
• Zip code
• Name
Institutional Directory
• Ringold Institution Directory
• Institutional Customer profiles
• Institutional geographies
Centralizing into a single data warehouse
Customer Data Warehouse
jamanetwork.com© 2012 American Medical Association. Privileged and confidential.
Centralizing into a single data warehouse
November 28, 2012• Slide 12
Fulfillment DB
Web Platform
SSO User DB
Google Analytics
Mobile Platform
Institutional Directory
Subscriptions & Billings
User Preferences & Semantic Affinities
Mobile Bookmarks & Profiles
Institutional Profiles
Visit Frequency & Content Usage
Profile &
Customer Data Warehouse
jamanetwork.com© 2012 American Medical Association. Privileged and confidential.
Centralizing into a single data warehouse
November 28, 2012• Slide 13
Fulfillment DB
Web Platform
SSO User DB
Google Analytics
Mobile Platform
Institutional Directory
Subscriptions & Billings
User Preferences & Semantic Affinities
Mobile Bookmarks & Profiles
Institutional Profiles
Visit Frequency & Content Usage
Profile &
Customer Data Warehouse
jamanetwork.com© 2012 American Medical Association. Privileged and confidential.
Data unified
Customer Data Warehouse
Customer IDs Unified
Contact Data Unified
Engagement Metrics unified
Content Preferences
Unified
Workplace Affiliations Identified
jamanetwork.com© 2012 American Medical Association. Privileged and confidential.
Receiving Email Alerts
Recency of Web Visit
Use of Mobile App
CME Course Participation
Member
Subscribers
PPV / CME Purchaser
Registered User
Anonymous User
Customer Value & Engagement
Low
High
Low High
Cu
sto
me
r V
alu
e
Level of Engagement
DRIVE