omniture summit 08 measuring corporate comm online
DESCRIPTION
Hallvarsson & Halvarsson on how and why to measure corporate communication online. Presentation from Omniture Summit in Copenhagen, 2008.TRANSCRIPT
Omniture Summit 2008, Copenhagen
Strategies for measuring corporate communication online
What’s the difference?
Commercial Sites
Clear value on activities
Accumulating value by increase of activities
Long term tradition of measuring
Primary focus is growth
Corporate Sites
Unclear value
Cost comparison and budget driven
No tradition of measuring within departments
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Corporate communication online
Blogs
Web sitesWeb sites
...
AdvertisingWikis
CommunitiesPress releases
Search engines
Ambassadors
Authorities
Competitors
Critics
Customers
Employees
Investors
Journalists
Partners
Students
Suppliers
Ambassadors
Authorities
Competitors
Critics
Customers
Employees
Investors
Journalists
Partners
Students
SuppliersOptimize contentOptimize content Prioritize resourcesPrioritize resources
Key success factors
Adopt the reports and KPIs to the internal target audienceManagers -> PowerPoint slide, high level, financial reporting
styleCorp com -> Reach and spreadBusiness -> Conversion rate – money generated
Processes and culture for continuous improvement based on insights from analytics
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The reports
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oursite.com
VISITORS AND ACTIVITY VISITORS TO OTHER COMPANY SITES
10 600(11 000)
Internet report | March 2008
68% (70%) 7,9 (7,7)
VISITORS PERCENT ACTIVE VISITORS ACTIVITY
9 03
3
9 63
5
10 1
80
12 5
29
8 37
4
8 57
0
10 2
89
10 3
51
7 45
8
10 8
67
10 9
78
10 5
76
0246810
05 000
10 00015 000
Apr
-07
May
-07
Jun-
07Ju
l-07
Aug
-07
Sep
-07
Oct
-07
Nov
-07
Dec
-07
Jan-
08Fe
b-08
Mar
-08
Visitors
Activity
10 576
1 778 1 281 2580
5 000
10 000
15 000
oursite.com oursite.xy oursite.zz oursite.yy
The reports
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VISITORS AND CONVERSION RATE PER DAY
DefinitionsVisitors: Number of uniquely identifiable users accessing the web site / part of the web site or performing a particular action during the reporting period.
Internet ad report | .se | * | 2008-04-01–2008-04-14
Visitors Conversions
27 896 55(0,20%)
3 58
6
3 12
3
2 70
0
2 07
0
1 03
7
1 45
1
3 41
7
3 19
9
3 15
3
2 85
8
2 47
5
1 16
1
1 55
0
3 76
7
0,00%0,05%0,10%0,15%0,20%0,25%0,30%
0500
1 0001 5002 0002 5003 0003 5004 000
Apr
1
Apr
3
Apr
5
Apr
7
Apr
9
Apr
11
Apr
13
Total analyzed visitors Sign-up rate
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The web analytics process
Define KPIsand other
measurements
Collect andsave data
Analyze data
Defineand deploy
improvements
Definegoals and
target groups
Web analytics is an ongoing learning process and improvement effort
A clear idea of the goals of the online presence is important
Measure as much as possible but analyze only what each stakeholder needs
Use analysis as input to content, design and media-spending decisions
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Define goals and target groups
Define KPIsand other
measurements
Collect andsave data
Analyze data
Defineand deploy
improvements
Definegoals and
target groups
Identify the primary goals of the online presence
Identify the most important visitors (not necessarily external)
Identify the most important content
Parts of corporate web site / extranet / intranet / campaign sitesVacancy databasesBlogsNewslettersPress releasesAnnual reportsCommunity sites
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Define KPIs and other measurements
Define KPIsand other
measurements
Collect andsave data
Analyze data
Defineand deploy
improvements
Definegoals and
target groups
Key performance indicatorsBusiness objectives firstAvoid information overloadGet management attention
Focus on web-site and resource optimization
Actionable reports
Identify internal stakeholdersAppropriate KPIs for each function in the organization
Plan for ad hoc analysisAvailability of measurements to study on a less frequent basis
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Collect and save data
Define KPIsand other
measurements
Collect andsave data
Analyze data
Defineand deploy
improvements
Definegoals and
target groups
Plan data collection carefullyMake sure all KPIs are supported
Collect as much as possibleVacancy databasesProduct catalogsInternal search behaviorInternal bannersLink location
Use integration toolsSearchCenterGenesis (newsletters etc)
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Analyze data
Define KPIsand other
measurements
Collect andsave data
Analyze data
Defineand deploy
improvements
Definegoals and
target groups
Segment visitorsKey visitors / other visitorsBy behavior
Scheduled reportsKPI dashboards to stakeholdersContent-owner reportsStandard dashboards / ExcelClientEasy access and sharing
Ad hoc analysisDetailed analysis of non-numerical aspects of statisticsStudy of top 100 lists etcNavigation/search patternsData Warehouse, Discover
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Define and deploy improvements
Define KPIsand other
measurements
Collect andsave data
Analyze data
Defineand deploy
improvements
Definegoals and
target groups
Apply resources where they can give most benefit
Fix weak spots when found
Adapt content to external and internal search behavior
Including traditional SEO
Learn from navigation behavior
Make changes and compare results
A/B testing
TNT Corporate Site
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Most desired activities
Read press releases
Download information or read information onlineAnnual ReportQuarterly ReportsPresentations
Start a subscription for information from the site in e-mail or RSS format
Apply for jobs
Find correct corporate contact or business contact
Find their way to business sites
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Examples of measurements
CorporateDownloads of key documentsRead press releasesIncrease of subscriber basePages viewedVisits generated by RSS or E-mails
CareerVacancies viewedNumber of applications received
Find the business sitesClick through rateNumber of clicks until click for business siteLeave-and-return rate
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Summary
Adopt reporting and measurement to internal target groups
Make the process part of your daily communication process
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Define KPIsand other
measurements
Collect andsave data
Analyze data
Defineand deploy
improvements
Definegoals and
target groups
Staffan [email protected]