1. How digital analytics can
enhance
the customer
experience and your
bottom line
August 2012
Created and presented by: Kelsey A Horine
For questions or to request permission to use the content in the presentation you can email me at
Kelsey.adele@gmail.com

2. Agenda
Background
• Who are you?
• Who am I?
• A refresher on IMC
• What is digital analytics?
In Theory
• How digital analytics can enhance the
customer experience and your bottom line
• Why companies aren’t doing more with
digital analytics
In Practice
• Tools that allow a more holistic view of
your customers and the ability for
advanced digital analytics
• The path to a better customer experience
and improved bottom line
– A client case study and examples
A couple caveats: This is a huge topic, this presentation is just scratching the surface. Some topics in the presentation I
will go in-depth on and some I will just touch on, this deck is meant as a takeaway to review more thoroughly. The
material in here is intended to be digestible for an audience that has experience in digital marketing and IMC.
2

3. Who are you?
1. What are you and or your company
doing in digital?
1. Search
2. Mobile
3. Social
4. Retargeting / Online ads
2. Do you know the typical path of
your clients or customer?
3. How involved are you in digital
analytics?
4. What tools are you using?
5. What are you hoping to get out of
this evening?
3

4. Who am I
• A consumer-centric, data-driven marketer, who truly believes
that good marketing connects people with what they want and
need.
• I believe in a holistic approach to marketing, using quantitative
and qualitative data to drive actionable insights and strategy.
• A Sr. Strategic Consultant at Aspen Marketing Services
(a division of Epsilon)
• In digital marketing for the past 7 years, client side and agency
experience
• Educated in Marketing
– M.S in Integrated Marketing Communications from
Northwestern University with concentrations in Marketing
Analytics and Direct and Interactive Marketing
– B.S. in Business Administration, majoring in Marketing, from
the University of Denver.
• When not working, you can find me trying new food, practicing
yoga and playing with my yellow lab, Dillon
4

5. An IMC
Refresher
5

6. A friendly reminder on IMC
Integrated marketing
communication (IMC) is defined Identify customers
and prospects
as a customer-centric, data-
driven method of
communicating with the
Budgeting, Valuation of
customer. Allocation and customers and
Evaluation prospects
Why is IMC Important :
Designed to make all aspects of
marketing communication work
together as a unified force, rather Estimating Return
Creating and
delivering
than permitting each to work in on Customer
Investment
messages and
isolation. incentives
Source: Northwestern University, Masters program in Integrated Marketing Communication 2010
6

7. The four stages of IMC, we’ll focus stage 3 today
Stage 4 • Reform of financial information infrastructure to foster
Financial and Strategic “closed loop” planning capabilities to return on customer
investment measures.
Integration
Stage 3
Application of • Integration of various customer data to obtain a richer and
Information more complete view of customer/brand relationship.
Technology
Stage 2 • Scope of marketing communications activities broadens to
Refining scope of encompass internal marketing to employees, suppliers, and
marketing other business partners and to align them with the existing
external communications programs.
communication
Stage 1 Focus on tactical coordination of diverse outbound marketing,
communications element, and achieving consistency and synergy
Tactical coordination between functional efforts.
Source: American Productivity and Quality Center, IMC Best Practice Report, taken from IMC the Next
Generation by Don and Heidi Schultz, 2009 7

8. What is Digital
Analytics?
Web Analytics
Avinash Kaushik defines Web Analytics as:
1. The analysis of qualitative and
quantitative data from your website and
the competition
2. To drive a continual improvement of the
online experience of your customers
and prospects
3. Which translates into your desired
outcomes (online and offline).
Digital refers to the following channels:
web, social media, email, online advertising,
mobile, video, and search.
Sources: Avinash Kaushik, http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-
dimensions-targets/, 2010
8
Jessica Straka, http://threeminds.organic.com/2011/01/digital-analytics-in-a-nutshell.html, 2011

9. How to approach digital analytics
Business
Goals KPIs
Objectives
1. What are your Business
Objectives / Desired
Outcomes?
Business
Goal KPI KPI Target
Objective
2. What are the associated Increase Net New
Increase unique visitors
Lift in unique visitors per
month
7%
Goals? Accounts
Increase online applications
Lift in online application
5%
completion rate
Lift in recency and frequency of
3. What KPIs are you going Increase loyalty to the website
visits
5%
to use to measure your Increase Account Improve conversion from Lift in conversion from
10%
performance? Balances "abandoned carts" triggered events
Lift in the number of new
Increase the number of new
accounts funded in the first 30 10%
accounts funded
days
4. What KPI targets do you Top content viewed by high
Identify the
need to meet to be Understand the top content for
high value clients
value clients, based on recency
top 3 content
topics by line
successful?
Increase customer and frequency views
of business
satisfaction
Provide more relevant content Reduce website bounce rate 10%
to the site Reduce mobile site bounce rate 20%
Objectives must be DUMB: Doable. Understandable. Manageable. Beneficial.
Source: Avinash Kaushik, http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-
dimensions-targets/, 2010 9

10. What should we be looking at?
We should look at metrics and key performance indicators that tell us something about the bottom-
line, and follow both the lead and the customer throughout the entire life cycle.
• The bottom-line: revenue and ROI
• The behavior of people after actions, and the interaction
with follow-up actions
• The type of information that is valued the most by the
subscribers
• The percentage of leads from a campaign (for example,
with downloading a white paper)
• The cross-channel behavior of people (e.g. social
sharing)
• The percentage of qualified leads delivered to sales and
effectively becomes a customer
• Incremental effects of integrated approaches
• Cross-fertilization effects of multi-channel contact
strategies
Source: Selligent, Integrated data and metric cross channel and customer centric, 2012
http://www.selligent.com/en/blogs/e-mail-marketing/en-integrated-data-and-metrics-cross-channel-and-customer-centric-busin/ 10

11. So… how can
digital analytics
enhance the
customer
experience and
the bottom line?
11

12. More customers, higher value customers, reduced
costs
• Improves Engagement and Customer Satisfaction
Potential for Cross-sell & Up-sell
 Identify activities that are correlated with revenue driving
activities across channels
 Content can be prioritized based on key performance
indicators
 Identify preferred channels
• Enhances Quality and Quantity of Leads and or
New Customers
 Identify decision rules when a lead should be passed to sales
 Can provide lead nurturing messaging to prospects
 Understand what high-value customers are doing, to acquire
more like them
• Reduces Fallout and Cost
 Indicate content that is broken and prohibiting client activities
 What leads to abandonment before a client converts
12

13. Why companies
aren’t doing A recent Forrester study found that
more with 59% of interactive marketers
surveyed wanted a “better system for
digital analytics? measuring and analyzing the
performance of programs that
encompass multiple channels.”
Source: Forbes http://www.forbes.com/sites/davidwilliams/2012/04/16/if-you-think-a-web-analytics-tool-is-enough-
think-again/2/ 2012 13

14. Common challenges to understanding the
customer experience online
1. Building organizational consensus
– Structure
– Processes
– Goals / Priorities
2. Developing the technical
infrastructure and resources
– Across channels, departments and lines of
business
– Real-time
3. Measuring the value of (inter)actions
and touch points
– Channel-agnostic consumer
– An often disjointed purchase path and
– Proliferated media consumption
14

15. The Tools

16. Tools for a multi-channel view
Keep in mind: “the quest for a single tool/source to answer all your questions will ensure
that your business will end up in a ditch”. Avinash Kaushik
Compare analytics tools at www.aboutanalytics.com
Digital Analytics Competitive Insights
• Adobe Digital Marketing Suite • Compete
• Web Trends* • Quantcast
• Core Metrics* • Insights for Search
• DoubleClick Ad Planner
Web Analytics and Tag Management
• Google Analytics (Premium) Testing
– Multi-channel funnel API • Google Website Optimizer
• Tableau • Adobe Test and Target
• Crazy Egg • Optimizely
• Analytics Canvas • ClickTale
Mobile Voice of Customer / Text Analytics
• Flurry • 4Q by iPerceptions
• Bango • KissInsights
• AdMob analytics • UserTesting.com
• Litmus • Concept Feedback
• Clarabridge
Social • OpinionLab
• Radian6
• AlterianSM2
• MNIncite
Sources: Avinash Kaushik http://www.kaushik.net/avinash/best-web-analytics-tools-quantitative-qualitative/ 2010
INC. Best web analytic tools http://www.inccom/guides/12/2010/11-best-web-analytics-tools.html 2010 16

17. A deeper look at Adobe Marketing Suite
SiteCatalyst
• web analytics solution that provides
marketers with actionable, real-time
intelligence.
SocialAnalytics
• provides marketers with
measurement, monitoring and insight
into how social media impacts
business and marketing.
Discover
• allows digital marketers to deeply
analyze and segment any quantity of
online channel data in real time.
Test and target
executes multiple A/B and multivariate tests, measure effectiveness and increase relevance of online
content through segmentation, targeting and automated personalization.
Genesis
automates the integration between Omniture and its partner applications. Genesis includes over
200 partners spanning 30 categories such as display advertising, email, social media, rich
media/video and content management.
Sources: Adobe http://www.omniture.com/en/products/digital-marketing-suite 2012
17

18. Functionality of Adobe Insight
Insight accepts data from any source,
including data warehouses and business
intelligence tools.
Load Structured Data
• Load and analyze any structured data; no
pre-aggregation required for analysis.
Analyze by Dimension
• N-dimensional analysis of data, with the
ability to add new dimensions on the fly.
Segment Data
• Unlimited segmentation and filtering
capability to discover meaningful business
insights.
Visualize Complex Data
• Powerful visualization to make complex
data and trends easy to understand.
Free-Form Queries
• Rapid analysis of free-form queries to get
information to decision makers quickly.
Sources: Adobe http://www.omniture.com/en/products/digital-marketing-suite 2012
18

19. The path to a
better customer
experience and
improved
bottom line
19

20. Case Study Removed for
Confidentiality

21. 2nd Fictional use case
Optimizing the mobile site experience
Desired Outcome: Increase consumer sales Goal: Increase sales from mobile KPI: Mobile sales
On my way to work I
talk to my mom and
she reminds me that I
need to send Garret’s I find Garrett’s I continue as a
popcorn to my grandpa popcorn easily I decide to click guest and proceed
for his birthday, it’s his through mobile on tin designs to fill out my billing
search on my and find out I can information but it
favorite iPhone requires me to fill
purchase online out my company
Good news, they by choosing my name… but I’m not
have a mobile tin ordering on behalf
optimized site but I of my company
Through don’t know if I can
digital order online
analytics I can
focus just on
mobile 70% of visitors leave at From that 20%
For the 30% of visitors
browsers and this fist page, possibly remaining, I lose 40% of
who remain 20% click tin
look at fallout. due to no clear order them because the form
designs
now link requires a company name
21

22. 3rd Fictional use case
Using content preferences for cross-sell
Desired Outcome: Get online subscribers to convert offline Goal: Deepen the relationship with online subscribers
KPI: Magazine subscriptions from online subscribers
I am curious if any new I click on new bars Two weeks later, my
restaurants are opening and restaurants I look into the food
brother is coming to trucks and things to
this weekend in Chicago opening and view a town so I check out
so I search “New couple page and do this week in
TimeOut Chicago for Chicago and then
restaurants openings” in tweet about City restaurants to visit
TimeOut Chicago. I Winery opening in my leave the site
and things to do this
don’t have a subscription neighborhood weekend.
but visit online frequently
Add a custom area that
Through Understand the click Could test or populate promotes cross-sell to
digital stream over time my
visitors
homepage content the magazine or email
analytics based on what they last
viewed
sign-up referring the
content I cam most
I could … interested in
22

23. So…
Digital Analytics can:
1. Improve customer experience,
2. Which can improve your bottom line
But with that, keep in mind:
1. Focus on outcomes, not just metrics
2. When it comes to the tools it is as much
about the implementation as strategy
3. There is no magic tool that gives you
everything
23

24. Thanks and
Questions