jamanetwork.com

Web Analytics & Customer Intelligence

Matt HerronApril 8, 2014

jamanetwork.com© 2012 American Medical Association. Privileged and confidential.

November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 2

jamanetwork.com© 2012 American Medical Association. Privileged and confidential.

“We need a Web Analytics Strategy… Right?”

November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 3

jamanetwork.com© 2012 American Medical Association. Privileged and confidential.

“Great! …What now?”

November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 4

•Who is in the visits count?

•What types of content were being used?

•How many page views came from a subscribing customer?

•Did any of the visits come from our marketing programs?

•Are there new customer segments that I can target to increase revenue?

jamanetwork.com© 2012 American Medical Association. Privileged and confidential.

Web Analytics supports Customer Intelligence

November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 5

Customer DB

Web Analytics

Purchase History

Content Affinity

Support History

jamanetwork.com© 2012 American Medical Association. Privileged and confidential.

Customer intel draws a picture of who we serve

November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 6

•How many authors are also subscribers?

•What institutions contribute editorial value?

•Who reads cardiology content more than 3x per month?

•Who are our most engaged customers? How do we quantify/qualify engagement?

•What topical areas draw the most attention from our customers?

•Who pays for our content vs. who only reads free content?

jamanetwork.com© 2012 American Medical Association. Privileged and confidential.

Customer intel enables targeted communications and new product dev

November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 7

•How do we target a CME promotion to those who take CME more than 2x per month?

•How do we promote our mobile app to paying subscribers who have visited our website on a mobile device?

•How do we demonstrate that our users are a valuable audience for digital advertisers?

•Can we learn about new product ideas from our most engaged audience?

•How do we measure our success at any of our electronic programs?

jamanetwork.com© 2012 American Medical Association. Privileged and confidential.

“Great! We have all this data!”

November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 8

jamanetwork.com© 2012 American Medical Association. Privileged and confidential.

Tips & Tricks: Get customer ID into analytics

November 28, 2012JAMA Network Learning Center Concept v1.0 • Slide 9

custid=01234

jamanetwork.com© 2012 American Medical Association. Privileged and confidential.

User behavior and attribute data is distributed

November 28, 2012• Slide 10

Fulfillment DB

• Billing & Revenue

• Individual Subscriptions

• Institutional Site Licenses

• Address(es)

• Access controls

• CME Tokens

Web Platform

• Email preferences

• CME usage

• COUNTER usage

• Bookmarks

• Semantic profiles

• Consortia Structure

SSO User DB

• Name

• Email Address

• Email preferences

Google Analytics

• Website engagement

• Visit frequency

• Content usage

• Purchase quantities

Mobile Platform

• Email address

• Specialty

• Topic Interests

• Zip code

• Name

• Bookmarks

Institutional Directory

• Ringold Institution Directory

• Institutional Customer profiles

• Institutional geographies

jamanetwork.com© 2012 American Medical Association. Privileged and confidential.

November 28, 2012• Slide 11

Fulfillment DB

• Billing & Revenue

• Individual Subscriptions

• Institutional Site Licenses

• Address(es)

• Access controls

• CME Tokens

Web Platform

• Email preferences

• CME usage

• COUNTER usage

• Bookmarks

• Semantic profiles

• Consortia Structure

SSO User DB

• Name

• Email Address

• Email preferences

Google Analytics

• Website engagement

• Visit frequency

• Content usage

• Purchase quantities

Mobile Platform

• Email address

• Specialty

• Topic Interests

• Zip code

• Name

Institutional Directory

• Ringold Institution Directory

• Institutional Customer profiles

• Institutional geographies

Centralizing into a single data warehouse

Customer Data Warehouse

jamanetwork.com© 2012 American Medical Association. Privileged and confidential.

Centralizing into a single data warehouse

November 28, 2012• Slide 12

Fulfillment DB

Web Platform

SSO User DB

Google Analytics

Mobile Platform

Institutional Directory

Subscriptions & Billings

User Preferences & Semantic Affinities

Mobile Bookmarks & Profiles

Institutional Profiles

Visit Frequency & Content Usage

Profile &

Customer Data Warehouse

jamanetwork.com© 2012 American Medical Association. Privileged and confidential.

Centralizing into a single data warehouse

November 28, 2012• Slide 13

Fulfillment DB

Web Platform

SSO User DB

Google Analytics

Mobile Platform

Institutional Directory

Subscriptions & Billings

User Preferences & Semantic Affinities

Mobile Bookmarks & Profiles

Institutional Profiles

Visit Frequency & Content Usage

Profile &

Customer Data Warehouse

jamanetwork.com© 2012 American Medical Association. Privileged and confidential.

Data unified

Customer Data Warehouse

Customer IDs Unified

Contact Data Unified

Engagement Metrics unified

Content Preferences

Unified

Workplace Affiliations Identified

jamanetwork.com© 2012 American Medical Association. Privileged and confidential.

Receiving Email Alerts

Recency of Web Visit

Use of Mobile App

CME Course Participation

Member

Subscribers

PPV / CME Purchaser

Registered User

Anonymous User

Customer Value & Engagement

Low

High

Low High

Cu

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me

r V

alu

e

Level of Engagement

DRIVE