1. Is your elephant shy? Achieving value from measurementTim Elleston – Murdoch University

2. 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

4. Raise awareness of research capabilities

6. Parents, Teachers, Counsellors

7. Media

9. Average Revenue: $39,000 over 3 yearsAverage Sales Cycle: 6-9 months*

10. Primary KPI: Lead Generation Secondary KPI: Submitted Applications 13,000+ 4,300+ $167m+

11. Business optimisation

12. Relevance yields greater conversion

13. 198

14. What an incredible opportunity we're faced with.

15. The internet is the most measurable communications channel there is.

16. It’s also fast becoming adisconnected channel

17. Not in the sense of... unconnected

18. No, in fact we've never been so connected

19. We wake in the morning,switch on our iPhones

20. have a quick check on our emails.

21. At the breakfast table we'll read the news

22. or update our Facebook status

23. On the way to work we'll download a podcast…

24. or watch the latest video news

25. At work we'll browse our favourite blogs,use Skype or IM.

26. Maybe at lunch we'll buysome stuff online

27. During the afternoon we might tweet about our day

28. On the way home, we'll scroll through our favourite RSS feeds

29. And then at home we might answer a few emails,

30. and then maybe we'll watch a movie ordered online.

31. All of this happened across multiple screens

32. All of this was fully connected

33. But all of this was disconnected

34. Disconnected from a single screen

35. Consumers today are demanding that the internet come to them

36. not them to their screens.

37. They choose the time, place and device to interact with our content.

38. So the web is fundamentallychanging

39. X So the web is fundamentallychanging

40. It’s already changed

41. This represents an incredible opportunity

42. for us as marketers

43. for us as everyone

44. The problem is

45. There’s a lot ofchannels

56. And the channels are getting larger and more diverse everyday.

57. In fact, there are now so many channels

58. channels where our content isconsumed

59. repurposed

60. redistributed

61. …faster than we can possibly keep up.

62. We need to know which channels work best

63. and which content works best for each channel and each audience.

64. So how we should be optimising our content?

66. Or we can get the elephant out of the corner fast

67. Luckily, we havea way to knowwhat to do…

68. We can nowcapture

69. millions of customer interactions

70. analyse them

71. apply insights

72. and make interactionsmore relevant andengaging.

74. It's ANALYTICS

75. Web analytics is something

76. You know need

77. But when you get it

79. Web analytics is not just about the numbers

80. It’s about BusinessOptimisation

81. It’s about understanding

82. Your goals

83. Your audience needs

84. And reducing the gap in between

85. And you need to manage that gap

86. You can’t managewhat you don’t measure

87. If you don’t understand why you’re measuring it

88. You can’t improve it

89. Unfortunately

90. few use it for that

91. Why?

92. Top 3 reasons

93. “No one to manage it”

94. “Don’t know how to do it”

95. “It’s just a reporting tool”

96. But it’s telling you something you shouldn’t ignore

97. Web analytics is like

98. That elephantin the corner

99. An obvioustruth

100. which is largely ignored or goes unaddressed

101. 5steps to success

102. Step 1 Site Analysis(a.k.a. reporting)

103. 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?

104. Step 2 Optimisation

105. Step 2 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?

106. Step 3 Segmentation

107. Step 3 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?

108. Step 4 Targeting

109. 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?

110. Step 5 Cross Channel(integration)

111. 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?

112. Moving from measurement to insight

113. What you need is a

114. Digital Measurement Strategy

115. Without one…

117. Getting the elephant out of the corner doesn't have to be challenge

118. Ask yourself three questions

119. What are your business objectives? Who are your audiences? What does success look like?

121. SiteCatalyst TM

122. There’s so much you can measure

123. Ensure your measurement allows forinsight

124. Absolute numbersthat representone data point

126. step 1 To move beyond

127. look beyond the numbers

128. Many just look at the numbers

129. in the aggregate...

130. All they’ll see is the big picture...

131. “ 1 million page views this month ”

132. “ They spend 5 minutes on our site ”

133. “ 200,000 visitors this month ”

135. But they’re missing the point

136. 200,000 visitors

137. Is that goodor bad?

139. Depends onwhere they wentwhat they didand how they got there

140. Optimisationis step 2

141. Courses Low High Average Page Views per visit International User Journey – before redesignColor indicates propensity to become a leadRed is more likely to become a lead. Insight derived using Adobe Omniture Discover

142. Courses Low High Average Page Views per visit International User Journey – after redesignColor indicates propensity to become a lead (+ve increase) Insight derived using Adobe Omniture Discover

143. Murdoch University ranked #1 for proportion of new leads generated from the website Hobsons Enrolment Management Services

144. Segmentationtakes you to step 3

145. All measures have deeper insights

146. They’re

147. To get over their shyness

148. Segmentthem

149. SiteCatalyst Discover TM + TM

150. Segmentation lets you understand interesting things “200,000 visitors last month…

151. Segmentation lets you understand interesting things “200,000 visitors last month…48% came from Organic Search

152. Segmentation lets you understand interesting things “200,000 visitors last month…48% came from Organic Search of which 38% looked at courses for around 5 mins (but only 54% of Organic Search traffic was Domestic)

153. Segmentation lets you understand interesting things “200,000 visitors last month…48% came from Organic Search of which 38% looked at courses for around 5 mins (but only 54% of Organic Search traffic was Domestic) 2% of traffic came from other University sites10% came from other websites that link to us

154. Segmentation lets you understand interesting things “200,000 visitors last month…48% came from Organic Search of which 38% looked at courses for around 5 mins (but only 54% of Organic Search traffic was Domestic) 2% of traffic came from other University sites10% came from other websites that link to us Search traffic also accounted for 44% of our leads and 31% of our application submissions”

155. Segments must be: Measurable and identifiable Accessible and actionable Large enough to be profitable

156. Segmentation example Courses Section : 1.67m page views Pretty boring and largely useless…

157. Segment by First vs. Repeat user = boring and useless Courses Section : 1.67m page views = sort of an insight New / Repeat PVs : 837k / 618k

158. Segment by Organic Google Australia = boring and useless Courses Section : 1.67m page views = sort of an insight New / Repeat PVs : 837k / 618k = not much better From Google : 285k / 217k

159. Segment by Time Spent = boring and useless Courses Section : 1.67m page views = sort of an insight New / Repeat PVs : 837k / 618k = not much better From Google : 285k / 217k = insight 1st Time engagement : 1-5 mins = insight Loyal engagement : 30-60 mins

160. Measurable and identifiable = usable Accessible and actionable Large enough to be profitable Insight derived using Adobe Omniture Discover

161. A usable insight Cross-promote content to First Time Course Visitors from Searchto try to raise engagement

162. Course interestgeographically segmented

163. Course interestgeographically segmented

164. Course interestgeographically segmented Insight derived using Adobe Omniture Discover

165. Course interest segmented by country

166. Onsite Search (A gold mine)

168. They navigate through search1.6 million searches conducted in 2010

169. Seasonality of searches allows for different content to be highlightedat different times of the year. Buying books Exam timetables Library information Looking at timetable Term 1 Term 2 Insight derived using Adobe Omniture SiteCatalyst & Omniture Discover Segment

170. Staff internal search habits

171. Staff spend 208 seconds per search request

172. Staff spend 208 seconds per search request 225,000 searches/year

173. Staff spend 208 seconds per search request 225,000 searches/year 12,963 hours/year or 1,728 workdays

174. Staff spend 208 seconds per search request 225,000 searches/year 12,963 hours/year or 1,728 workdays @ $40/hr = $518,500 cost

175. Staff search habits Measurable and identifiable = insight Accessible and actionable Large enough to be profitable

176. Onsite Search Insight: We can reduce downtime through Search optimisation Through their searches, they’ve told us, now help them out... “search as you type” reduces search time

177. In the last 6 months, since SAYT was enabled, 13,180 results have been used, saving $30,000 in downtime. Insight derived using Adobe Omniture SiteCatalyst

178. Segmentationallows you tooptimise your site

179. which leads to a bettermore relevantUser Experience

180. Relevance yields greater conversion

181. 4 And that gets you to step

182. Don’t assume all users want the same thing

184. SiteCatalyst Test & Target TM + TM

185. deliver optimisation and relevance

186. Goal: Do microsites increase our conversion rates? Which one drove more applications? #1 Direct to ApplicationStraight to application forms #2 Via Micro-siteThrough a micro-site, then to application forms or

187. No big difference to overall conversion rate... RESULTS Via Micro-site To Apply Online 98,000 visitors saw something 49,000 saw each version 555 applications submitted 283 applications 272 applications

188. Discover™ segmentation showed going through the micro-sitelifted completion rates by 28%, equal to around $10m revenue

189. Behavioural Targeting example Goal: Re-engage lapsed Postgrad applications Default Unknown Affinity Re-engageApp Started, not completed Re-engageLead but No App Yet Default Undergrad Affinity

190. Behavioural Targeting Result: Re-engaged 34% of lapsed applications 2 1 3 4 1 3 4 2 Default Unknown Affinity 144 Applications Re-engageLead but no App yet 22 of 1,286 re-engaged Default Undergrad Affinity Re-engageApp Started, not completed 27 of 79 re-engaged (34%) Approx $2,000,000

191. Behavioural Targeting Goal: Target content based on category affinity Based on site section affinity, we customise our homepage

192. In summary

193. With the AdobeOnline Marketing Suite

194. You can easily go from measurementtoinsight

195. Product integration Information in... ...insights out

196. achieve exponential ROI

197. And replace“I think” with “I know”

198. Tim Ellestonsenior manager – digital media team

199. Shameless plug http://www.elephantsandanalytics.com.au

203. Any questions?