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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Making sense of a digital world
Digital Web Analytics AcademyWeb analytics 2.0: Advertising and media measurementLessons & Issues: Digital Training Academy
Learn what to count, how to count it, and how to use what you count. In Web Analytics Academy you’ll discover why most web businesses are flying blind, failing to have the right key performance indicators in place, and why many more waste energy tracking thewrong thing altogether. Find out what to trust and what to ignore. Get it right and your marketing becomes truly trackable and your KPIs really meaningful.
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
More information, papers and More information, papers and backgroundbackground……..
I created the web analytics academy to help marketers unlock more of the value from their digital marketing. These simple ten lessons were collated for the EMetrics summit in London, March 2007. They are handouts to remind delegates of some of the key points. Since 1999 I’d become frustrated with the missed opportunities of advertisingand marketing that simply didn’t fulfil its potential. Only through web analytics can the business benefits be accurately quantified, and online marketing improved and enhanced. Get this process right and your develop a self-learning business engine that forever improves the effectiveness of its marketing. I hope you find these notes from the Academy useful, and if you’d like more information, further insights, or a hand with figuring out what’s right for your business, then let me know.
Danny Meadows-KlueFounder & CEO, Digital Strategy Consulting & Digital Training Academy Ltd Co-founder and CEO, Interactive Advertising Bureau (EU)[email protected]+44 20 7244 9661
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Online advertising and mediaOnline advertising and media……
Web Analytics 2.0Web Analytics 2.0Web Analytics Academy for Advertisers & PublishersWeb Analytics Academy for Advertisers & Publishers
Danny Meadows-Klue [email protected], Digital Strategy Consulting & Digital Training Academy+44 20 7244 9661
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
TodayToday’’s Academys Academy
• Incredible potential
• Radically under utilized
• Missed opportunity
• Digital Training Academy
• Lessons from across Europe
• Analytics : 2 years : 10 lessons : 40 minutes
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Lesson 1Lesson 1What to count?What to count?
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Making sense of a digital world
Digital Management Information AcademyDeciding what to countDigital Training Academy
Learn what to count, how to count it, and how to use what you count. In our Management Information Academy you’ll discover why most web businesses are flying blind, failing to track what matters.
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Getting to grips with web analyticsGetting to grips with web analytics……
Deciding what to countDeciding what to count……in web marketing strategy in web marketing strategy
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
What should you count?What should you count?
ImpressionsAd plays
Uniques
Emails
Conversions
Views
Visits
Cookies
ResponsesClick-throughs
Plays
Streams
Mouseover eventsCVs deliveredLeadsPass-on rates
IPs
Unsubscribes
Megs
Clicks
Streaming Audio
Searches
Open rates
Posts
Uptime
Brochure requests
Emails
Customers
Registrations
Gone-aways
Pimps
Minutes
HitsLogins
Bouncebacks
SMSs sentRSS subscriptions
Reach
FrequencyPress Radio TV
Retail PR Finance Outdoor Brand & Direct Marketing
The sum of all media
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
What should you count?What should you count?
ImpressionsUniques
Visits
Cookies
Click-throughs
Leads
Clicks
Posts
Reach
Frequency
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Best practiceBest practice• Always start with business goals: revenue, customers,
sales, acquisitions
• Review the broadest of choices for metrics
• Build a portfolio of metrics that truly matter
• Review the choice of metrics quarterly
• Stay close to industry news for new metrics
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
ButBut……• No single planning / buying tool
• No single establishment survey in most countries
• No single standard for ‘Reach’
• New models in Germany, Italy, other experimenting markets
And a philosophical debate:Dumb down to other media, or play to online’s strengths
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Lesson 2Lesson 2Data needs insights to Data needs insights to become real become real knowledgeknowledge
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Making sense of a digital world
Digital Management Information AcademyThe conundrum of the crumbling cookieDigital Training Academy
Learn what to count, how to count it, and how to use what you count. In our Management Information Academy you’ll discover why most web businesses are flying blind, failing to track what matters.
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Core metrics may need Core metrics may need extra insightsextra insights
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Five common challengesFive common challenges1. Cookie blocking, churn and deletion distorts the frequency
capping of advertising and overstating campaign reach
2. Servers overstate traffic by not filtering out robotic and otherinvalid traffic: the role of audits, filtering and ‘invalids’
3. Counting the ‘click’ challenged by false clicks and clickfraud but resolved through best practice, filtering and a new industry code
4. Webserver and adserver data doesn’t tie up because each counts different things at different points – video play durations at the point of stream initiation (under control of media owner)
5. Under-trained executives fail to appreciate what’s being counted and the context
Resources: need more?The conundrum of the crumbling cookie
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
19%
11%6% 5%
58%
1.21.52.7
4.5
14.5
0%
10%
20%
30%
40%
50%
60%
70%
I II III IV VQuintiles
% o
f impa
cts b
y qui
ntile
0
2
4
6
8
10
12
14
16
Aver
age f
requ
ency
by q
uint
ile
% of Ttl Imps by Quintile Avg. Frequency by Quintile
Remember classic mediaRemember classic media
• So the traditional approach to frequency is far from perfect
Heavy users Light users
Frequency does not fall evenly in televisionFrequency does not fall evenly in television
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
InsightInsight• Existing data needs interpretation
• Skilled analysts read data differently
• Firms fail to dedicate enough time and resource to data interpretation
• Challenges soften over time with industry guidelines, standards and best practice: Impression measurement counting, IAB Europe Standards Taskforce
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Best practiceBest practice
• Talk with vendors and stakeholders about common challenges within those metrics
• Audit your own practices for compliance to best-practice or industry standards
• Look for alternative business processes that overcome the core problem
• Communicate those challenges within the analytics reports to ensure weaknesses and the context of data is communicated to stakeholders
• Review quarterly
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Lesson 3Lesson 3Building the right Building the right KPIsKPIs
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Making sense of a digital world
Digital Management Information AcademyUnderstanding KPIs and measurementDigital Training Academy
In our Management Information Academy you’ll discover why most web businesses are flying blind, failing to have the right key performance indicators in place, and why many more waste energy tracking the wrong thing altogether. Find out what to trust and what to ignore. Get it right and together your KPIs and market intelligence can be turned into a digital nervous system for your online business; driving decisions and shaping strategy.
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
KPIsKPIs areare……
• The tools we use to measure the business
• An early warning system for business health
• A common currency
• A way of making the complex simple
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Marketers’ challenge
““What metrics What metrics should be my should be my
KPIsKPIs??””
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Core Core KPIsKPIsMedia owner; ad industryMedia owner; ad industry
• Volume (of advertising)
• Yield (of advertising)
• Share (of the market)
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Common themesCommon themes
Team productivityMarketing
Advertising Audiences
CostsRevenues
Profitability
Others?
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Insight: Insight: KPIsKPIs
• Single set of data that describes the business
• Single set of data that can drive decisions
• Shared understanding and meaning
• Traffic light decision-making• Green: all’s good, no need to look• Amber: caution, may need attention• Red: deviating from the plan, needs attention
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Audience Audience KPIsKPIs in in publishing firmspublishing firms
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Audience Audience KPIsKPIs to considerto consider
Digital Training Academy’s 5 Ps of traffic…
• People (unique users)• Pages (impressions)• Persistence (stickiness / duration of visit)• Pulling power (repeat visits)• Passion (intensity of their activity)
Resources: need more?Academy training in KPI development
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Audience Audience KPIsKPIs• Grounded in business meaning
• Eg: Page impression = 2.5 ad impressions = CPM of $10 x sell through rate 65%
• Evolution over time• Impressions > reach > duration > video plays• New formats demand new approaches
• There are more potential KPIs in digital businesses because of their measurability
• A common sense balance is needed between entrepreneurship and scientific judgement, but KPIs can bridge the gap if this is new to the management team or there is uncertainty among stakeholders
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Best practiceBest practice• Start with business goals
• Select the KPIs from within your metrics
• Build targets for each KPI
• Create a traffic light system of red / amber / green
• Review the choice of KPIs quarterly in young businesses
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Lesson 4Lesson 4Measuring market Measuring market positionposition
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Making sense of a digital world
Digital Competition AcademyMasterclasses for web publishersDigital Training Academy
Capturing and interpreting the signals from the market gives you a sense of where your brand is today and can be the early warning system for changes heading towards your business. Get it right and your competition tracking and KPIs act as the digital nervous system for your business; driving decisions and fuelling strategy.
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Marketers’ challenge
““How am I How am I doing doing vsvs my my
competitors?competitors?””
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
How well are you doing?How well are you doing?Traffic
Time
Your site
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
How well are you doing?How well are you doing?Traffic
Time
Your site
Great!Your print title
Not so great
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
How well are you doing?How well are you doing?Traffic
Time
Your potential target for growth?
• Describe your addressable market
• Index the addressable and your own brands
• Compare changes over time
• Track shifts in market share
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
How well are you doing?How well are you doing?Traffic
Time
Other sites
Your potential target for growth?
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
How well are you doing?How well are you doing?Traffic
Time
Your site
Industry averageNot so great
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
How well are you doing?How well are you doing?Traffic
Zone for most companies in your secor
Average of addressable market
100
(indexed)
Time
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Your site
How well are you doing?How well are you doing?Traffic
100
(indexed)
Time
Average of addressable market
• Describe the industry average, or cite a basket of competitors
• Re-index to the industry average
• Track market share
+ Share rises
- Share falls
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
ChallengesChallenges
• Competitor benchmarking data weak
• Detailed data rarely available
• Challenges in comparability across markets
• Challenges of data aggregation and presentation inside of the firm
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Best practiceBest practice
• Review the benchmarking tools available
• Look for vendor based services such as audience panels
• Explore which other departments could also use this data
• Review the approach quarterly
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Lesson 5Lesson 5Managing the data Managing the data dashboarddashboard
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Making sense of a digital world
Digital Management Information AcademyBuilding the KPI dashboardDigital Training Academy
Once the right metrics are in place they need to be managed, structured and made readily accessible. The dashboard that brings them together can be the controls and gears of the firm. Get it right and the complexity of the business is channelled into the key levers senior management need to pull.; driving decisions and shaping strategy.
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Marketers’ challenge
““I have too I have too much data much data
coming from coming from too many too many sourcessources””
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Insight: Single dashboardInsight: Single dashboard
• Collation of data into a single access points
• Fusing web analytics, sales and competitor data to reveal business performance
• Sharing access to the dashboard with other departments, agencies, parent companies and stakeholders
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Digital dashboardDigital dashboardGetting the right controls for the firm
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
What would you like on your What would you like on your dashboard? dashboard?
Audiences:- Volume- Pages- Time- Activity
Advertising:- Volume- Format- Yield- Sector
Competitor:- Offline players- Internet plays
Question:What else?
Which KPIs form the dashboard?List them, look for them, refine them
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Challenges overcome?Challenges overcome?
• Easier data management
• Improved interoperability of data standards
• More emphasis on management use of data
• Increased emphasis on dashboard toolkits
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Best practiceBest practice• Build a dashboard for your firm
• Collation of all data into a single intranet access point
• Fuse web analytics, sales and competitor data to reveal intimate business performance and the role in the value chain
• Share access to the dashboard with other departments, agencies, parent companies and stakeholders
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Lesson 6Lesson 6Advertising 2.0 and Advertising 2.0 and Analytics 2.0Analytics 2.0
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Making sense of a digital world
Digital Web Analytics AcademyAdvertising 2.0 and the counting challengeDigital Training Academy
The sophistication and complexity of online advertising presentssome material challenges in how it is counted and reported. There are some areas in which we lack metrics that can truly express the involvement people have with marketing communications. In other areas the industry has adopted concepts from classic media that dumb down the richness of the online experience.
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Marketers’ challenge
““Even simple Even simple advertising has advertising has
moved onmoved on””
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
What is What is ‘‘Advertising 2.0Advertising 2.0’’
1. Over-the-page formats
2. Company websites and microsites
3. Email as a brand building medium
4. Search as a brand building medium
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Over the page ad formatsOver the page ad formats
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
OverOver--thethe--page advertising page advertising Media metrics• Audience reach• Technical interaction• Duration• Engagement• Email registration
Marketing metrics• Brand favourability• Purchase intent
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Company websiteCompany website
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Company websiteCompany website
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Company website / Company website / micrositemicrositeMedia metrics• Audience reach• Duration• Engagement• Email registrations• Customer journey steps
Marketing metrics• Brand favourability• Purchase intent
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Email: as brandingEmail: as branding
Media metrics• Audience reach• Open rates• Duration• Engagement
Marketing metrics• Brand favourability• Purchase intent
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Search: as brandingSearch: as branding
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Search: as brandingSearch: as branding
Media metrics• Audience reach• Advertising views
Marketing metrics• Brand awareness• Brand favourability
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Best practiceBest practice• Rethink a new layer of metrics
• Find out how your customers value advertising
• Look for evidence of time and engagement
• Think laterally: can you use brand building metric management in search and email?
• Run internal workshops to build out your options
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Lesson 7Lesson 7Web 2.0 and social Web 2.0 and social mediamedia
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Making sense of a digital world
Digital Web Analytics AcademyWeb 2.0 and social mediaDigital Training Academy
The new generation of participative media add additional complexity to analytics. They challenge the notion of many fundamental principles and suggest new ways of measuring the business benefits of marketing. Here we look at some key trends and suggest ways analytics can be adjusted to capture the needs of these clients.
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Marketers’ challenge
““How do you How do you track track
participative participative marketing?marketing?””
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Analytics 2.0 for Web 2.0Analytics 2.0 for Web 2.0
Participative media within web centric platforms
• Social media and user generated content
• User generated marketing
• Viral marketing
• Corporate blogging
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Viral marketing: first challenges Viral marketing: first challenges Media metrics• Audience reach• Duration• Engagement• Open rates• Pass-on rates
Marketing metrics• Brand attributes• Brand message recall• Brand favourability• Purchase intent
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Corporate blogging Corporate blogging Media metrics• Audience reach• Page views• Conversations• Duration• Engagement• Trackbacks• Link equity• Trust• Social network analysis
• Popularity• Influence
Marketing metrics• Brand attributes• Brand favourability• Purchase intent
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Social media & user Social media & user gengen
Media metrics• Duration• Engagement• Audience reach
Marketing metrics• Brand attributes• Brand favourability• Purchase intent
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
User generated advertising User generated advertising Media metrics• Audience reach• Duration• Engagement• Conversations• Content generation• Email registration
Marketing metrics• Brand attributes• Brand favourability• Purchase intent
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Ajax: new layers Ajax: new layers Media metrics• User interaction• Audience reach • Duration• Engagement
Marketing metrics• Brand attributes• Brand favourability• Purchase intent
Asynchronous JavaScript and XML
Ajax lets Web developers create interactive Web sites that function more like desktop programs than slow, static Web sites
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Analytics 2.0 for Web 2.0Analytics 2.0 for Web 2.0Themes
• Engagement
• Customer conversion: microsteps
• Marketing brand metrics• Brand awareness• Brand attributes• Brand favourability / purchase intent
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Best practiceBest practice• Rethink a new layer of metrics
• Find out how your customers value advertising
• Look for evidence of time and engagement
• Think laterally: can you use brand building metric management in search and email?
• Run internal workshops to build out your options
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Best practiceBest practice• Rethink a new layer of metrics
• Find out how your customers value advertising
• Look for evidence of time and engagement
• Think laterally: can you use brand building metric management in search and email?
• Run internal workshops to build out your options
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Lesson 8Lesson 8Unlock sales through Unlock sales through operations dataoperations data
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Making sense of a digital world
Digital Advertising Traffic AcademyGetting to grips with forecasting your inventoryDigital Training Academy
You can’t buy media that isn’t there. In classic media that wasn’t a problem because media owners and buyers could accurately predictthe number of pages in a magazine, the minutes of commercial airtime in broadcast media or the number of outdoor poster sitesavailable. Not so in online: this is a media channel where the audience creates the advertising inventory and people just are not that predictable! In this session we look at the challenges of forecasting inventory and some of the things you can do.
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Ad forecasting: Ad forecasting: benefits for publishersbenefits for publishers
• Short termAvailability for your current campaigns
• Medium termAnticipating bottlenecks and cold zonesTactical revenue maximisationRevenue forecasting
• Longer termUnderstanding how supply and demand should influence price Anticipating human or systems resource needs in your teamStrategic revenue maximisationInfluencing product or content strategy
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Question
What influences What influences the availability the availability
of space in of space in classic media?classic media?
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Classic mediaClassic media
• Stable baseline supply
• Predictable fluctuations in supply (special magazine supplements, out of home media at sports events, increased seasonal cinema audiences)
• Few surprises
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Question
What influences What influences the availability the availability of web banner of web banner
media?media?
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Web banners Web banners –– simple examplesimple example1. Audiences: Your audience creates the volumes – direct
relationship between viewers, page impressions and revenue opportunity
2. Bookings: Advertisers bookings can be last minute and are subject to greater change
3. Scheduling: Campaigns running in another section may spill over
4. Trading models: CPC and CPA deals consume unpredictable inventory volumes
…and a dozen more
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Web banners Web banners –– one exampleone example
A x B x C x D x E x F x G x H x I =
cumulative impact
That’s WAY too complicated for a spreadsheet!
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Conclusions?Conclusions?
• Yield management is key to commercial success
• Forecasting is key to yield management
• Intelligence and processes are key to forecasting
• Data and web analysts are the starting point
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Best practice: ad forecastingBest practice: ad forecasting• Dedicate responsibility for forecasting
• Create a structure to manipulate and model data
• Ring-fence resource to explore alternative scenarios
• Isolate tests and feed them back into the business
• Allow web analytics to start driving decision making
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Analytics to optimise clickAnalytics to optimise click--through ratesthrough rates
Number of exposures
New creative format introduced
New spaces introduced in media plan
New offer introduced within the creative
n5 10
Click-thru rates
.4%
.1%
.2%
.3%
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Best practice: ad effectivenessBest practice: ad effectiveness
• Pre-test creative with 5% of the inventory
• Optimise creative within a site
• Optimise across a network
• Use the optimisation to build up performance patterns of sites
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Lesson 9Lesson 9Data analystsData analysts
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Making sense of a digital world
Digital HR AcademyBuilding competencies in digital teamsDigital Training Academy
One of the most fundamental challenges firms face today is the lack of skilled people. Whether it’s the data analysts that unlock the power of web analytics, or the senior management that lead the business, digital competencies and skills are often dangerously weak. Finding the right people can be both tough and lengthy, and with the skills shortage set to remain for the next five years the effect on the firm can be stifling.
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Bigger challenge
““Where are Where are the data the data
analysts?!analysts?!””
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Insight: data analystsInsight: data analysts
• Chronic skills shortage• “I bought the web analytics box but we don’t
use it much”
• Not enough data analysts• Data analysts not empowered in their firms• The advice of data analysts not implemented
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Best practice: Eight solutionsBest practice: Eight solutions
1. Acknowledge the problem2. Recruit from classic direct marketing 3. Nurture internal talent4. Train the industry en masse5. Outsource to specialists6. Raise the profile and esteem of data analysts7. Reward data analysts from business results;
incentives, bonuses8. Build their stature in the firm
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Lesson 10Lesson 10Lead your teamLead your team
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Making sense of a digital world
Digital Leadership AcademyShaping the digital networked societyDigital Strategy Consulting
In times of huge economic and social change, knowledge becomes acritical success factor. We created the Digital Thought Leaders interviews and profiles to bring you closer to people and brandsshaping the digital networked economy. They are based on privateinterviews and public lectures, and are published monthly. The aim is to unlock the potential of your team through sharing leading edge insights from people shaping the digital networked economy. If we can bring you closer to the people shaping this new work then your company and team will be stronger in their knowledge and vision.
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Best practiceBest practice• Review best practice from other sectors
• Give analytics a role in senior management
• Create CIO roles
• Build development and research competencies to evaluate new ways to harness analytics
• Come to more analytics events ;-)
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Analytics 2.0Analytics 2.010 lessons10 lessons
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Analytics 2.0 : Web advertisingAnalytics 2.0 : Web advertisingThe ten steps in advertising analytics
• Lesson 1: Review your metric options, decide what to count• Lesson 2: Data needs insights to become knowledge, know the
weaknesses, tackle the weaknesses, be clear about weaknesses• Lesson 3: Turn data into KPI tools that can drive your business• Lesson 4: Measure market position with meaning• Lesson 5: Build, share and manage the data dashboard• Lesson 6: Advertising 2.0 and Analytics 2.0 - start tracking• Lesson 7: Web 2.0 and social media - start evaluating• Lesson 8: Unlock revenue through operations data• Lesson 9: Invest in your data analysts, train your data analysts• Lesson 10: Lead your team, give analytics weight, appoint CIOs
Danny Meadows-Klue [email protected], Digital Strategy Consulting & Digital Training Academy+44 20 7244 9661
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Analytics 2.0 : Web advertisingAnalytics 2.0 : Web advertisingExplosive growth in web marketing, but:
Results can be even stronger
Budgets can be even more effective
Analysts and marketers can apply their insight to reshape the firm
Massive market efficiencies are there to be madeDanny Meadows-Klue [email protected], Digital Strategy Consulting & Digital Training Academy+44 20 7244 9661
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
TodayToday’’s executive analytics academys executive analytics academy
• Today: Web Analytics Academy(Advertising Media)
• Next weekhttp://Analytics.DigitalStrategyConsulting.com
• Download lecture materials
• Post questions for the next two weeks
• Champion web analytics in your firm
Danny Meadows-Klue [email protected], Digital Strategy Consulting & Digital Training Academy+44 20 7244 9661
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Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Making sense of a digital world
The Digital Training Academy
More information? Contact: [email protected] +44 (0) 20 7244 9661© 2000-2007 Digital Strategy Consulting Ltd & PartnersRemember that the use of these materials is subject to our terms and conditions,
they are client confidential and are not to be distributed to other parties
Danny Meadows-Klue [email protected], Digital Strategy Consulting & Digital Training Academy+44 20 7244 9661
Digital Training Academy© 2007 Digital Strategy Consulting & Partners. All rights reserved.
Making sense of a digital world
Digital Web Analytics AcademyWeb analytics 2.0: Advertising and media measurementLessons & Issues: Digital Training Academy
Learn what to count, how to count it, and how to use what you count. In Web Analytics Academy you’ll discover why most web businesses are flying blind, failing to have the right key performance indicators in place, and why many more waste energy tracking thewrong thing altogether. Find out what to trust and what to ignore. Get it right and your marketing becomes truly trackable and your KPIs really meaningful.
Danny Meadows-KlueCEO, Digital Strategy Consulting & Digital Training [email protected]+44 20 7244 9661