umcd 2011 conference - is your elephant shy?
TRANSCRIPT
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Is your
elephant
Achieving value from measurementTim Elleston – Murdoch University
shy?
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Murdoch University
➤ Established 1974 in Perth, relaunched brand in 2007
➤ 3 WA campuses, 4 offshore campuses
➤ 18,000 students
➤ 20% international (100 countries)63% female skewed
➤ 1,400 staff
➤ 200+ courses
➤ 4 major universities in Perth, market size approx 80,000
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Online strategy Demonstrate depth and breadth of courses
Raise awareness of research capabilities
Relevant user-centric experience
Multiple audiences
Prospective students of all ages
Parents, Teachers, Counsellors
Media
Researchers
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Engagement
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Primary KPI: Lead Generation Secondary KPI: Submitted Applications
12,000+
5,900+$230m+
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Online optimisation through Adobe Online Marketing Suite
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Information in...
...insights out
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Relevance yields greater conversion
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78% of companies surveyed
said data collection is
not tied to business objectives
or strategy
Online Measurement and Strategy Report, E-consultancy, 2008
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Online Measurement and Strategy Report, E-consultancy, 2008
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What an
incredible opportunity
we're faced with.
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We now live
in a world
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that’s disconnected
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not in the sense of...
unconnected.
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No, in fact we've never been so connected.
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We wake in the morning,switch on our iPhones
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have a quick check on our
emails.
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At the breakfast table we'll read the news.
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Half of us have tweeted before we’ve even left the house.
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The other half have updatedFacebook.
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We travel to work in our…
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totally connected
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totally disconnected
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Throughout the day, more tweets,
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more status updates.
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At work, we’re on email constantly
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An estimated 294 billion emails were sent daily in 2010
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262 billion
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There were 25 billion
tweets
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by 175 million users
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When we get home
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we’re back on email
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& tweeting our way through the night.
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An obsession
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Maybe.
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But we’re out there
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online
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connected
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somewhere
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everywhere.
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All of this was fully connected
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But all of this was
disconnected
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Disconnected from a
single screen
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And that,
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represents an incredible opportunity for us,
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for us as marketers.
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Consumers today are demanding
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that the internet come to them
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not them to their screens.
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They decide the
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time
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place
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device
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to interact with our brands.
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Our content is now
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consumed
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repurposed
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redistributed,
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rated
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ranked
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reviewed
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faster than we can possibly keep up.
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So the internet is changing
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So the internet is changing
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It’s already changed
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Are we keeping up with it?
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So how can we
optimisefor engagement?
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Or we can get the elephant out of the corner fast
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Luckily, we havea way to knowwhat to do…
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We can now measure millions of interactions
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as they’re happening
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both on and off site
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We’re now in a better position to
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optimise our content,
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to connect
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engage
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retain
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our audiences like never before,
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across whatever devicethey choose to interactwith us.
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It's
ANALYTICS
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Web analytics
is something
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need
You know
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But when
you get it
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Web analytics is notjust about the numbers
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It’s there to help you get smarter
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to make smarterdigital decisions
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optimise your content
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optimise your user experience.
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It’s giving you insights into
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User Behaviour
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how they’re interactingwith you.
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And it’s giving you the opportunity to
make it better
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Better for you
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Better for them
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But so few use it for that.
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Why?
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Top 3 reasons
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“Its just a reporting tool”
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“No one to use it”
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“Don’t know what to do with it”
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5 steps to success
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Step 1 Site Analysis(a.k.a. reporting)
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Step 1 Site Analysis(a.k.a. reporting)
How are visitors getting to my site?How long are they staying?
Where did they come from?What content are they reading?
What many leads or purchases are occurring?
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Step 2 Segmentation
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Step 2 Segmentation
What are the most valuable visitor segments?What are the common click behaviours?
What content is best suited to target each segment?Do my audiences react differently?
How can I use what I learn on my site?
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Step 3 Optimisation
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Step 3 Optimisation
How can I improve our site's structure and content to increase conversion rates?
How can I reallocate online ad spend to attract more profitable customers?
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Step 4 Targeting
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Step 4 Targeting
What is the most effective content for each visitor based on their previous site behaviour?
Should I target a customer, right now, with an acquisition,
conversion or retention message?
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Step 5 Cross Channel(integration)
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Step 5 Cross Channel(integration)
What’s the best way for me to continue my dialogue with this
person?
Based on all interactions, across all channels, what’s the
best offer I can make this person next?
Am I likely to be losing this customer soon?
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Many just look at the numbers
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in theaggregate...
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All they’ll see is the big picture...
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“1,000,000 visitorsthis month”
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“5 million page views”
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“They spend 5 mins on our site”
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But they’re missing the point
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1,000,000 visitors
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Is that goodor bad?
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Depends onwhere they went
what they didand how they got there
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You need to get beyond the numbers
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Numbers in the aggregate…
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Segmentation is the
key to success
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Segments are different clusters of something
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Common ones are:
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Then there’s user segments
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There’re behavioural segments(those that do something, vs. those that don’t)
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And then business segments
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At Murdoch we use the
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Adobe Online Marketing Suite
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to understand and influenceuser behaviour
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across all of our digital channels.
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“influence behaviour”
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Statistically, only 3%will do something
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We’re trying to influence the
97%who don’t do anything
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to be more like the
3% who do.
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Segmentation is very important to us.
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Segmentationgives us the actionable insights
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and actionable insights gives us a Return on Investment
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International User Journey – before redesignColor indicates propensity to become a lead
Red is more likely to become a lead.
Courses
Average Page Views per visitLow High
Insight derived using Adobe Omniture Discover
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So we redesigned a portion of the site
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International User Journey – after redesignColor indicates propensity to become a lead (+ve increase)
Courses
Average Page Views per visitLow High
Insight derived using Adobe Omniture Discover
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Murdoch University ranked #1 for proportion of new leads generated from the website
Hobsons Enrolment Management Services
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Figure Out Your Courseour primary lead tool
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Figure Out Your Courseunderstand user personas helps to inform course design
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It’s not just the web site either
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We measure interactions through mobile applications.
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Figure Out Your Course went mobileDeveloped a custom iPad recruitment app for Open Day
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Figure Out Your Course went mobileGreat lead generation…excellent interaction rates
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Offline data is captured too
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Recruitment campaigns
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Heard about HiPPO?
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70% of companies surveyed said
the marketing executive
is making the call on
promotional content
Omniture Conversion Survey, 2009
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Just because they like it doesn’t mean your users do
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Isn’t it
ironic
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Marketers have spent
years
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learning the value of listening to customers
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and asking them
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what it is they
want
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and yet online...
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Web analytics is notjust about the numbers
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It’s about online business optimisation
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Don’t assume all users want the same
thing
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SiteCatalyst
Test&Target+
TM
TM
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deliver optimisation and
relevance
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Behavioural TargetingGoal: Target content based on category affinity
Based on site section affinity, we customise our homepage
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Behavioural Targeting exampleGoal: Re-engage lapsed Postgrad applications
Default Unknown Affinity
Default Undergrad Affinity Re-engageLead but No App Yet
Re-engageApp Started, not completed
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Behavioural TargetingResult: Re-engaged 34% of lapsed applications
Default Unknown Affinity144 Applications
Default Undergrad Affinity
Re-engageLead but no App yet22 of 1,286 re-engaged
Re-engageApp Started, not completed27 of 79 re-engaged (34%)
2
1
3
4
1
3
4
2
Approx $2,000,000
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Sometimes you’ll getunexpected results
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That’s
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That’s why you test
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The only test that failsis the test that
doesn’t teach you anything
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Don’t be afraid to try
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Which one drives more applications?
or
#1 Direct to ApplicationStraight to application forms
#2 Via Micro-siteThrough a micro-site, then to application forms
Do microsites increase conversion rates?
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RESULTS
To Apply Online Via Micro-site98,000 visitors saw something 49,000 saw each version555 applications submitted
283 applications 272 applications
No big difference to overall conversion rates...
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Applications Submitted Completion Rate Lift
1,290 total (any source) 36.4%
557 from non-campaign 34.6% Control
733 from campaign sources 38.0% 10%
Micro-site vs. Main Site Results
374 from micro-site visitors 37.5% 8%
916 from the main site 36.0% 4%
A/B Testing Results
555 came from Testing activity 42.9% 24%
272 converted from micro-site promo 44.2% 28%
283 converted from direct promo 41.8% 21%
Segmentation showed micrositesimproved completion rates by 28%, around $10m rev. opportunity
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Internal Searcha gold mine of opportunity
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Internal Search1.8 million searches a year
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In 2010 we stumbled across this number
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Staff spend 208 seconds per search request
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Staff spend 208 seconds per search request
225,000 searches/year
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Staff spend 208 seconds per search request
225,000 searches/year
12,963 hours/year or 1,728 workdays
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Staff spend 208 seconds per search request
225,000 searches/year
12,963 hours/year or 1,728 workdays
@ $40/hr = $518,500 cost
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Internal SearchTabbed results where default is a manual list
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Search Term Result Expectationschange depending upon time of year
Exam Timetable
Timetable
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That meant the priority of results needed to
change over time
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We need to up-weight & down-weight
results over time
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So we “overhauled” our search engine
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Adobe Search&Promote
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SiteCatalyst&Search&Promote
Test&Target
=
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optimisedsearch results
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Up-rank/down-rank based on
recent traffic to contentnot search term
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The more popular the page, the higher it ranks.
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Internal SearchResult: more relevant, categorised results
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Internal SearchResult: 11.5% reduction in search time = $60,000 saving
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SearchResult: roll out externally
Audience-influenced search resultsStaff vs. Student vs. External
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Apple devices were most popular
Mobile webGoal: develop a mobile site for most popular devices
Anticipation
Disappointment
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Mobile webResult: launched a new mobile web site for Staff & Students
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Mobile webResult: Apple remains most popular device
Anticipation
Expectation met
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Mobile webResult: Engagement achieved through mobile devices
Anticipation
Expectation met
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In summary
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Putting it all together,
does it add value?
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Course EngagementYear on Year +35%
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Course Conversion2008 to 2011 +69%
2008 = 0.42% Conversion
2009 = 0.56% Conversion
2010 = 0.64% Conversion
2011 = 0.71% (YTD)
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Revenue opportunityJan-Aug ‘09 to ‘11 +40% increase
2009 to 2011* = 56% increase in revenue
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With a user-centricapproach, backed up by web analytics…
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You can easily go from measurement
toinsight,
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to connect
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engage
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retain
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your audiences
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and replace
“I think” with
“I know”
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