3 Web Measurement Problems, Solved
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Critical Mass Marketing Science leverages innovative thinking, modeling, and technology to overcome three big challenges in web measurement: unreliable data, complex reporting needs, and cross-channel attribution. They use tag management systems and analytics auditing tools to ensure reliable data. For complex reporting, they provide web-based reporting and data warehousing for rapid, customized, and accessible reports. Their solutions help clients measure performance, find optimization opportunities, and improve marketing results.
3 Web Measurement Problems, Solved
- 1. 3 Web Measurement Problems Solved! How Critical Mass Marketing Science is leveraging innovative thinking, modeling and technology to overcome web measurement’s biggest challenges. © 2011 Critical Mass, Inc. All Rights Reserved
- 2. We are Critical Mass Amsterdam Calgary Chicago Toronto London New York Costa Rica Nashville 16 Years 650 Employees 8 Offices © 2011 Critical Mass, Inc. All Rights Reserved 2
- 3. We are Critical Mass Amsterdam Calgary Chicago Toronto London New York Costa Rica Nashville 16 Years 25+ Dedicated MS Specialists 650 Employees 150+ Years combined 8 Offices measurement expertise © 2011 Critical Mass, Inc. All Rights Reserved 3
- 4. A selection of our clients © 2011 Critical Mass, Inc. All Rights Reserved 4
- 5. What is Marketing Science? A brief overview... © 2011 Critical Mass, Inc. All Rights Reserved 5
- 6. Definition Marketing Science is the application of measurement methods to ascertain, within a quantifiable degree of accuracy, the effectiveness of a marketing initiative. Or put simply it’s proof! © 2011 Critical Mass, Inc. All Rights Reserved 6
- 7. Use data To • Measure performance • Deliver customized content • Find opportunities for • Improve the customer optimization experience • Improve marketing • Reduce costs campaigns • Improve sales © 2011 Critical Mass, Inc. All Rights Reserved 7
- 8. Problem: Unreliable data © 2011 Critical Mass, Inc. All Rights Reserved
- 9. Unreliable Data What causes web analytics data to be unreliable? • Flawed set up · Developers didn’t understand the tagging · Tracking of flash or AJAX not included · Applications or cross domain tracking not tagged · Specific metrics aren’t being captured • Code “broke” · Page or section released without code · Code rollback broke tagging · Wrong file released to production © 2011 Critical Mass, Inc. All Rights Reserved 10
- 10. Quick Poll How often in the last year has your site suffered incorrect or broken web analytics coding? © 2011 Critical Mass, Inc. All Rights Reserved 11
- 11. Unreliable Data - Solutions Flawed set up New Technology: Tag Management Systems / Universal Tag WEBSITES IT / AGENCY / DEVELOPERS Web Voice of Pay Per Ad Testing Targeting Affiliate Analytics Consumer Click Servers Solutions Tools (PPC) Tools Tracking Vendors (VOC) © 2011 Critical Mass, Inc. All Rights Reserved 12
- 12. Unreliable Data - Solutions Flawed set up New Technology: Tag Management Systems / Universal Tag WEBSITES Tag Management System Marketing Science Web Voice of Ad Testing Targeting Pay Per Affiliate Analytics Consumer Click Servers Solutions Tools Tracking Vendors (VOC) (PPC) Tools © 2011 Critical Mass, Inc. All Rights Reserved 13
- 13. Why Tag Management? 1. Single line of code 2. Any vendor tag can be added 3. Analytics resources make updates 4. Works with HTML, AJAX Flash, Flex, Air 5. Remove/pause/replace tags at any time Tagging changes and updates go © 2011 Critical Mass, Inc. All Rights Reserved 14
- 14. Tag Management Systems – How it works Browser Tag Rules Data Tag Management System Third Party Web Analytics Or other system Page Request Client Web Infrastructure © 2011 Critical Mass, Inc. All Rights Reserved 15
- 15. Unreliable Data - Solutions Web analytics code was installed but then “broke” New Technology: Analytics Audit and Monitoring Tools © 2011 Critical Mass, Inc. All Rights Reserved 16
- 16. Why Analytics Audit and Monitoring Tools? 1. Manual verification too time intensive 2. Provides an overall view specific attributes 3. Automated tag discovery - every page checked 4. Scheduled reports, alerts and audits 5. No calls to web analytics systems 6. Works on Flash and secure sites © 2011 Critical Mass, Inc. All Rights Reserved 17
- 17. Audit and Monitoring – How it works © 2011 Critical Mass, Inc. All Rights Reserved 18
- 18. Problem: Complex reporting needs © 2011 Critical Mass, Inc. All Rights Reserved
- 19. Complex Reporting Needs • Multiple reports with rapid delivery requirements · Deliver dozens of dashboards in hours, not weeks · Different stakeholders, different data , different times • Dashboards and data are not easily accessible · Stakeholders lack system training · Emails with dashboards get deleted or misfiled · Executives on-the-go have no immediate access to data © 2011 Critical Mass, Inc. All Rights Reserved 20
- 20. Quick Poll How complex is your data reporting structure? © 2011 Critical Mass, Inc. All Rights Reserved 21
- 21. Complex Reporting - Solutions Multiple reports with rapid delivery requirements Innovative delivery: Web-based reporting and data warehousing © 2011 Critical Mass, Inc. All Rights Reserved 22
- 22. Why web-based reporting and data warehousing? 1. Merges data from web analytics and other sources 2. Doesn’t require a BI department 3. Systems connect directly via APIs 4. Automatically generates highly customized reports 5. Stakeholders can access from anywhere at any time © 2011 Critical Mass, Inc. All Rights Reserved 23
- 23. Web-based reporting – How it works Customized Portal ETL Display Normalization De-duplication Rich Media Search Email Affiliate Media © 2011 Critical Mass, Inc. All Rights Reserved Online and Offline 24
- 24. Complex Reporting - Solutions Dashboards and data are not easily accessible Innovative delivery: Mobile dashboard applications © 2011 Critical Mass, Inc. All Rights Reserved 25
- 25. Why mobile dashboard delivery? 1. Data in a mobile format = increased engagement 2. Connects to a variety of data sources 3. View, analyze and interact with data visualizations 4. Secure, hosted and scalable 5. Available from data warehousing and web analytics vendors © 2011 Critical Mass, Inc. All Rights Reserved 26
- 26. Mobile Dashboards – How it works Data to data warehouse to phone © 2011 Critical Mass, Inc. All Rights Reserved 27
- 27. Problem: All reports, no action! © 2011 Critical Mass, Inc. All Rights Reserved
- 28. Organization Culture and Measurement Spectrum High Cost High Consideration Culture of Accountability Low Cost High Consideration Culture of Research Low Cost Low Consideration Culture of Advertising © 2011 Critical Mass, Inc. All Rights Reserved 29
- 29. All data, data, no action! - Solutions All no action! • No clear objectives, roadmaps, or KPIs · What is the website is supposed to “do” · Website decisions made by gut feel or HiPPO • No or inadequate analytics resources · Tech manages web analytics installation · A BI department took on web analytics · No one watching the data © 2011 Critical Mass, Inc. All Rights Reserved 30
- 30. Quick Poll What’s your company culture now? © 2011 Critical Mass, Inc. All Rights Reserved 31
- 31. All data, no action! - Solutions Getting from data to action Holistic analytics approach Web analytics maturity modelling and roadmap The Critical Mass Marketing Science site and project process model Analytics collaboration and integration © 2011 Critical Mass, Inc. All Rights Reserved 32
- 32. Holistic Analytics Approach • Inform and strategize Project • Implement and measure • Optimize Online • Ongoing measurement and optimization program Ecosystem • Evaluate the business web analytics maturity level in several key areas Enterprise • Define a high level roadmap to a more data-driven eBusiness culture © 2011 Critical Mass, Inc. All Rights Reserved 33
- 33. Enterprise Web Analytics Maturity Model Example 6 Analytically Addicted 5 Competitor Management, Adoption 4 Integrated Current State 6 3 Operational Target State 2 Initiated 5 1 Analytically Unengaged 4 Ideal State Tools, Technology & Data 3 Objectives Integration 2 1 0 Continuous Improvement Scope Process & Methodology Team and Expertise * Stéphane Hamel - http://immeria.net/oamm See Appendix © 2011 Critical Mass, Inc. All Rights Reserved 34
- 34. Site and Project Marketing Science Process 2. Pre-Analysis 3. Set Targets / 1. Confirm Goals Project / Opportunity Objectives 5. Record 4. Launch and Measure Implementation Training, Learnings, Test, Optimize, Education Socialize Reporting & Analysis System Data Collection Design System, Tagging Software Goals, KPIs, Strategy Optimization © 2011 Critical Mass, Inc. All Rights Reserved 35
- 35. Resources and Analytics Collaboration We never work in isolation. Executive Analytics Marketing Tech © 2011 Critical Mass, Inc. All Rights Reserved 36
- 36. Thank you. Future Topics? Dan Linton Marketing Science Director e danl@criticalmass.com p 416.673.5308 criticalmass.com © 2011 Critical Mass, Inc. All Rights Reserved
- 37. Appendix © 2011 Critical Mass, Inc. All Rights Reserved 38
- 38. Links and Resources Ensighten Tag Management System http://www.ensighten.com ObservePoint Audit and Monitoring http://www.observepoint.com SiteCatalyst for iPhone http://itunes.apple.com/us/app/sitecatalyst/id289760802?mt=8 © 2011 Critical Mass, Inc. All Rights Reserved 39
- 39. Full-Service Digital Capabilities Insight & Planning Experience Design Strategic roadmaps and frameworks Brand experience audits Brand planning Brand definition Research and usability User experience and interaction design Persona and scenario modeling & design Design, copy and content services Information Architecture Content development and classification Consumer insight development Rich media production Experience Distribution Technology Services Social strategy and governance Technology architectures Video syndication and aggregation Applications, web and mobile development Community development and social activation eCRM database and profile development Display and behavioral planning eCommerce personalization and web services Search engine marketing and optimization Content and digital asset management Mobile and location-based services Rich Internet application development eMail and digital campaign management Program Management Marketing Science Project and program management Business analysis and ROI modeling Staff planning and resource management Digital program KPI development Stakeholder relationship management Multi-channel analytics Budget and requirements facilitation Program analysis and optimization planning © 2011 Critical Mass, Inc. All Rights Reserved 40
- 40. The WAMM THE WEB ANALYTICS MATURITY MODEL A strategic approach based on business maturity and critical success factors - Stéphane Hamel - http://immeria.net/oamm 1. Impaired: Characterized by the use of out of the box tools & reports, limited resources lacking formal training (hands on skills) and education (knowledge). Web Analytics is used on an ad-hoc basis and is of limited value and scope. Some tactical objectives are defined but results are not well communicated and there are multiple versions of the truth. 2. Initiated: Working with metrics to optimize specific areas of the business (such as marketing or the ecommerce catalogue). Resources are still limited but the process is getting streamlined. Results are communicated to various business stakeholders (often director level). However, web analytic might be supporting obsolete business processes and thus, be limited in its ability to push for optimization beyond the online channel. Success is mostly anecdotal. 3. Operational: Key Performance Indicators and dashboards are defined and aligned with strategic business objectives. A multidisciplinary team is in place and use various sources of information such as competitive data, voice of customer and social media or mobile analysis. Metrics are exploited and explored through segmentation and multivariate testing. The Internet channel is being optimized; personas are being defined. Results start to appear and be considered at the executive level. Results are centrally driven, but broadly distributed. 4. Integrated: Analysts can now correlate online and offline data from various sources to provide a near 360 view of the whole, value chain (see “Limits of web analytics” note). Optimization encompasses complete processes, including back-end and front-end. Online activities are defined from the user perspective and persuasion scenarios are defined. A continuous improvement process and problem solving methodologies are prevalent. Insight and recommendations reach the CXO level. 5. Competitor: This level is characterised by several attributes of companies with a strong analytical culture (Davenport and Harris 2007): a) One or more senior executives strongly advocate fact based decision making and analytics b) Widespread use of not just descriptive statistics, but predictive modeling and complex optimization techniques c) Substantial use of analytics across multiple business functions or processe d) Movement toward an enterprise level approach to managing analytical tools, data, and organizational skills and capabilities. 6. Addicted: This level matches Davenport’s “Analytical Competitor” characteristics: deep strategic insight, continuous improvement, integrated, skilled resources, top management commitment, fact-based culture, continuous testing & learning and most important: far beyond the boundaries of the online channel. © 2011 Critical Mass, Inc. All Rights Reserved 41
- 41. Infiniti Global Challenge Solution Results & Insight As the global presence of Infiniti grew, a strong Critical Mass initiated and developed a One of the key challenges faced was need for consistent and actionable reporting unique, automated reporting dashboard with a delivering dozens of reports in a timely fashion. became obvious. In addition to the challenge of 3rd party data warehouse supplier. This This one-of-a-kind reporting interface has delivering a variety of customized reports to reporting solution integrated with a challenging allowed the CM Marketing Science team to many individual country regions as well as the variety of Omniture SiteCatalyst report focus on analysis and actionable central brand showcase in a timely manner, the suites, each requiring regional customization. recommendations. By freeing up this extra Global team also faced language and cultural This automated solution reduced the “reporting” time, CM has developed a deeper differences that required a unique analysis hours required for the multitude of country sites understanding not only of the metrics, but also approach. and allowed the CM team to focus on analysis of various regional language and cultural and recommendations. It also allows each differences. The result is more actionable country to access their reports at any time via recommendations and more detailed analysis. the simplified data warehouse interface. © 2011 Critical Mass, Inc. All Rights Reserved 42
- 42. P&G Challenge Solution Results & Insight P&G’s channel agencies reported results to the We self-initiated and led the collaboration with One of several key findings we found through client individually, yet none had a six other agencies (Carat, Arc, iProspect, the monthly process, was the need for deeper comprehensive view of their initiatives (that Merkle, Atos, CRMMetrix) to bring together analysis related to acquisition and engagement. drove to the website), or understood how they data from banner (Doubleclick), paid search Subsequently, we found some high volume were part of the digital ecosystem overall. (DART), organic search (Google), survey acquisition campaigns didn’t necessarily result Critical Mass responded to this situation by (CRMMetrix), email (Epsilon) and consumer in long-term relationships with consumers. The recommending, creating and implementing a database data (Merkle). Together the group strategy needed to be refined first for quality measurement program focusing heavily on analyzed performance results and collectively over quantity. Marketing Mix Analysis where, on a monthly presented to the client on a monthly basis with basis, engagement and acquisition via paid and recommendations for improvement. unpaid traffic sources by origination were analyzed and optimized. © 2011 Critical Mass, Inc. All Rights Reserved 43
- 43. Visit Las Vegas Mobile Site Solution Results & Insight As part of mobile project for Visit Las Critical Mass Marketing Science developed the Critical Mass Marketing Science can now Vegas, Critical Mass Marketing Science was measurement strategy and created the provide the client with not only how many people tasked with designing and implementing the necessary tagging. visited the site, but can also provide: Omniture analytics tagging. Working with developers, and utilizing -How many visits generated phone calls A complexity revolved around the fact that leads Omniture’s HTTP based tracking API and - Which properties were called most frequently were measured in referrals to other sites, in DeviceAnywhere for testing and QA, a full - How many times property details were emailed addition to all the regular metrics that the client analytics package was deployed on the site that - And of course, how many referral leads were wished to capture. was capable of tracking lead referrals to dozens generated to the extensive list of of other sites. accommodation providers In addition, the mobile site had to provide both segmented (mobile only) data, as well as roll-up into the overall Vegas reporting. © 2011 Critical Mass, Inc. All Rights Reserved 44