Semphonic Management TeamFebruary 11, 2010

Web Analytics in 2010:What You Need to Know Now

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Semphonic is the world’s largest independent Web analytics consultancy. Founded in 1997, the company has helped leading corporations, government agencies and non-profits achieve measurable improvement in the performance of their web channel. Clients include American Express, Charles Schwab, National Cancer Institute, Nokia, Genentech and Intuit.

About Semphonic

Portland

San Francisco

Boston

New York

Washington, DC

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1) Essential Strategy2) Core Infrastructure

– Governance

3) Advanced Infrastructure– Warehousing– Universal tagging

4) Advanced Analytics– Behavioral segmentation

5) Social Media6) Mobile

Today’s Conversations

The Semphonic Management Team

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Questions you should have tackled in 2009.

1. Is your analysis relevant to business goals and objectives?

2. How do you recruit and train analytics staff?3. How do you integrate analytics into all

business processes?

Essential StrategyPhil Kemelor Greg Dowling

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What you must do in 2010 to stay competitive.

1. Centralize or coordinate all your web analytics.

2. Integrate your online and offline data.3. Socialize web analytics within your

organization.

Essential Strategy

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Questions you should have tackled in 2009. (don’t worry – it is not too late)

1. Are your fundamental web analytic tracking tools deployed?

2. Have you audited the older tools? 3. Have you enabled a content management

system?

Core InfrastructureAllison Hartsoe Paul

Legutko

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Governance

Core Infrastructure

Internal Databases Google Analytics, Omniture DoubleClick, PPC Tags

Good governance means that every team uses the same tool(s), the same standards, the same variables and metrics. This establishes a culture of web analytics within the organization.

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What you must do in 2010 to stay competitive.

1. Move your culture from data silos to integrated data action teams.

2. Create standards to coordinate it all. Same tools, consistent names.

3. Create a culture of consistent analytics speak.

Core Infrastructure

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Questions you should have tackled in 2009. (There is a Revolution Brewing!)

1. Are you getting what you need from web analytics?If you’re not frustrated, you probably don’t need an Advanced Infrastructure.

2. What do you want that you are not getting?a. Behavior segmentation and predictive modeling.b. More focused, more effective web channel.

3. What do you need?a. A common key for online and offline data.b. Support for statistical tools.

4. What do you have?a. Hardware & softwareb. Time & expertise

Advanced InfrastructureGary Angel Joel Hadary

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What you must do in 2010 to stay competitive.(Separate data collection, storage, and analysis)

1. Data collection – Tags, tags, and more tags or maybe even log files.a. Getting web data to a database.b. Tag problems and the many solutions.

2. Data storage issues – physical, logical, & cost3. Cost options – high & low4. Do it – Cherry-pick top marketing events

a. If merging on and offline data is not practical, skip it for now.b. You can get enormous benefits from just online data, if you have an

advanced infrastructure.

Advanced Infrastructure

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Questions you should have tackled in 2009.

1. Why don’t more of your marketing folks seem to understand and use online analytics data?

2. What are the key use-cases on your site – and how can you optimize them?

3. How do you get your analysts to start doing analysis?

Advanced AnalyticsGary Angel Jesse Gross

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Analytic Reporting

Simple

Crisp

Accurate

Informative

Appealing

Analytic reports allow you to answer a question like ‘Why Traffic Changed’ or ‘What happened to Conversion?’ easily and accurately!

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Spur of the Moment Traveler

Holiday Planner

Breakation Researchers

Traditional Getaway Planners

Snow-Bunnies Let’s Party

Off-Season Breakations Holiday Family

Business Buyer Small Tripper

Frequent Flyer Travel Junkie

Snake-Eyes Caribbean, Mon

Family Trips Aloha!Res

earc

hers

Sea

sona

lD

estination Focused

High-V

alue

Segment Groupings

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Cluster 11 (Row 2, Col 5): Snake Eyes• Highlights

• Only in interested in trips to Las Vegas• Air is high, hotel is high, package is moderate• No seasonal indicators• Fairly flexible about dates

Behavioral Segmentation Makes

the data Understandable AND

Usable

Visitor Segmentation: Variables

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Use Case ExampleHow Important is the

Use-Case?

What’s the behavioral problem?

What to do!

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What you must do in 2010 to stay competitive.

1. Go beyond traffic statistics to visitor-level reporting, analytic reporting and behavioral segmentation.

2. Leverage your existing tools to categorize, segment and analyze key use-cases.

3. Take a formal approach to analytics – use case analysis, functionalism, and a roadmap along with mentored training.

Advanced Analytics

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Questions you should have tackled in 2009.

1. What are the best KPIs?2. What are the best measurement tools? 3. How should these tools be implemented?

Social MediaGary Angel June Dershewitz

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What you must do in 2010 to stay competitive.

1. Clearly tie social efforts to site success.2. Understand social behavioral segments.3. Integrate social KPIs into management

reporting.

Social Media

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Questions you should have tackled in 2009.

1. Where does mobile fit in your organization?2. What are the benefits of a mobile offering?3. What is the ROI of mobile?

MobileJune DershewitzGreg Dowling

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What you must do in 2010 to stay competitive.

1. Assess your mobile readiness.2. Get SMART with your mobile offering.3. Make a commitment to mobile.

Mobile

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1. Appoint a czar of analytics.

2. Coordinate consistent names across tools.

3. Separate data & analytics – then cherry pick!

4. Go deeper with the tools you have.

5. Tie social efforts to site success.

6. Get married to mobile.

Final Thoughts

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General questions – Gary Angel – gangel@semphonic.comStrategy – Phil Kemelor – pkemelor@semphonic.comCore Infrastructure – Allison Hartsoe – ahartsoe@semphonic.comCore Infrastructure – Paul Legutko – plegutko@semphonic.comAdvanced Infrastructure - Joel Hadary – jhadary@semphonic.comAdvanced Analytics – Jesse Gross – jgross@semphonic.comSocial Media - June Dershewitz – june@semphonic.comMobile – Greg Dowling – gdowling@semphonic.com

Phone: 888-517-2171Web: www.semphonic.comFacebook: search semphonicTwitter: @semphonicLinked In: search semphonic

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