UMCD 2011 Conference - Is Your Elephant Shy?
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Transcript of UMCD 2011 Conference - Is Your Elephant Shy?
Is your
elephant
Achieving value from measurementTim Elleston – Murdoch University
shy?
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
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
Engagement
Primary KPI: Lead Generation Secondary KPI: Submitted Applications
12,000+
5,900+$230m+
Online optimisation through Adobe Online Marketing Suite
Information in...
...insights out
Relevance yields greater conversion
78% of companies surveyed
said data collection is
not tied to business objectives
or strategy
Online Measurement and Strategy Report, E-consultancy, 2008
Online Measurement and Strategy Report, E-consultancy, 2008
What an
incredible opportunity
we're faced with.
We now live
in a world
that’s disconnected
not in the sense of...
unconnected.
No, in fact we've never been so connected.
We wake in the morning,switch on our iPhones
have a quick check on our
emails.
At the breakfast table we'll read the news.
Half of us have tweeted before we’ve even left the house.
The other half have updatedFacebook.
We travel to work in our…
totally connected
totally disconnected
Throughout the day, more tweets,
more status updates.
At work, we’re on email constantly
An estimated 294 billion emails were sent daily in 2010
262 billion
There were 25 billion
tweets
by 175 million users
When we get home
we’re back on email
& tweeting our way through the night.
An obsession
Maybe.
But we’re out there
online
connected
somewhere
everywhere.
All of this was fully connected
But all of this was
disconnected
Disconnected from a
single screen
And that,
represents an incredible opportunity for us,
for us as marketers.
Consumers today are demanding
that the internet come to them
not them to their screens.
They decide the
time
place
device
to interact with our brands.
Our content is now
consumed
repurposed
redistributed,
rated
ranked
reviewed
faster than we can possibly keep up.
So the internet is changing
So the internet is changing
It’s already changed
Are we keeping up with it?
So how can we
optimisefor engagement?
Or we can get the elephant out of the corner fast
Luckily, we havea way to knowwhat to do…
We can now measure millions of interactions
as they’re happening
both on and off site
We’re now in a better position to
optimise our content,
to connect
engage
retain
our audiences like never before,
across whatever devicethey choose to interactwith us.
It's
ANALYTICS
Web analytics
is something
need
You know
But when
you get it
Web analytics is notjust about the numbers
It’s there to help you get smarter
to make smarterdigital decisions
optimise your content
optimise your user experience.
It’s giving you insights into
User Behaviour
how they’re interactingwith you.
And it’s giving you the opportunity to
make it better
Better for you
Better for them
But so few use it for that.
Why?
Top 3 reasons
“Its just a reporting tool”
“No one to use it”
“Don’t know what to do with it”
5 steps to success
Step 1 Site Analysis(a.k.a. reporting)
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?
Step 2 Segmentation
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?
Step 3 Optimisation
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?
Step 4 Targeting
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?
Step 5 Cross Channel(integration)
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?
Many just look at the numbers
in theaggregate...
All they’ll see is the big picture...
“1,000,000 visitorsthis month”
“5 million page views”
“They spend 5 mins on our site”
But they’re missing the point
1,000,000 visitors
Is that goodor bad?
Depends onwhere they went
what they didand how they got there
You need to get beyond the numbers
Numbers in the aggregate…
Segmentation is the
key to success
Segments are different clusters of something
Common ones are:
Then there’s user segments
There’re behavioural segments(those that do something, vs. those that don’t)
And then business segments
At Murdoch we use the
Adobe Online Marketing Suite
to understand and influenceuser behaviour
across all of our digital channels.
“influence behaviour”
Statistically, only 3%will do something
We’re trying to influence the
97%who don’t do anything
to be more like the
3% who do.
Segmentation is very important to us.
Segmentationgives us the actionable insights
and actionable insights gives us a Return on Investment
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
So we redesigned a portion of the site
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
Murdoch University ranked #1 for proportion of new leads generated from the website
Hobsons Enrolment Management Services
Figure Out Your Courseour primary lead tool
Figure Out Your Courseunderstand user personas helps to inform course design
It’s not just the web site either
We measure interactions through mobile applications.
Figure Out Your Course went mobileDeveloped a custom iPad recruitment app for Open Day
Figure Out Your Course went mobileGreat lead generation…excellent interaction rates
Offline data is captured too
Recruitment campaigns
Heard about HiPPO?
70% of companies surveyed said
the marketing executive
is making the call on
promotional content
Omniture Conversion Survey, 2009
Just because they like it doesn’t mean your users do
Isn’t it
ironic
Marketers have spent
years
learning the value of listening to customers
and asking them
what it is they
want
and yet online...
Web analytics is notjust about the numbers
It’s about online business optimisation
Don’t assume all users want the same
thing
SiteCatalyst
Test&Target+
TM
TM
deliver optimisation and
relevance
Behavioural TargetingGoal: Target content based on category affinity
Based on site section affinity, we customise our homepage
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
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
Sometimes you’ll getunexpected results
That’s
That’s why you test
The only test that failsis the test that
doesn’t teach you anything
Don’t be afraid to try
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?
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...
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
Internal Searcha gold mine of opportunity
Internal Search1.8 million searches a year
In 2010 we stumbled across this number
Staff spend 208 seconds per search request
Staff spend 208 seconds per search request
225,000 searches/year
Staff spend 208 seconds per search request
225,000 searches/year
12,963 hours/year or 1,728 workdays
Staff spend 208 seconds per search request
225,000 searches/year
12,963 hours/year or 1,728 workdays
@ $40/hr = $518,500 cost
Internal SearchTabbed results where default is a manual list
Search Term Result Expectationschange depending upon time of year
Exam Timetable
Timetable
That meant the priority of results needed to
change over time
We need to up-weight & down-weight
results over time
So we “overhauled” our search engine
Adobe Search&Promote
SiteCatalyst&Search&Promote
Test&Target
=
optimisedsearch results
Up-rank/down-rank based on
recent traffic to contentnot search term
The more popular the page, the higher it ranks.
Internal SearchResult: more relevant, categorised results
Internal SearchResult: 11.5% reduction in search time = $60,000 saving
SearchResult: roll out externally
Audience-influenced search resultsStaff vs. Student vs. External
Apple devices were most popular
Mobile webGoal: develop a mobile site for most popular devices
Anticipation
Disappointment
Mobile webResult: launched a new mobile web site for Staff & Students
Mobile webResult: Apple remains most popular device
Anticipation
Expectation met
Mobile webResult: Engagement achieved through mobile devices
Anticipation
Expectation met
In summary
Putting it all together,
does it add value?
Course EngagementYear on Year +35%
Course Conversion2008 to 2011 +69%
2008 = 0.42% Conversion
2009 = 0.56% Conversion
2010 = 0.64% Conversion
2011 = 0.71% (YTD)
Revenue opportunityJan-Aug ‘09 to ‘11 +40% increase
2009 to 2011* = 56% increase in revenue
With a user-centricapproach, backed up by web analytics…
You can easily go from measurement
toinsight,
to connect
engage
retain
your audiences
and replace
“I think” with
“I know”