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LISTEN CONTINUOUSLYANALYTICS AND SOCIAL LISTENING
LESLIE MOHN DIRECTOR OF USER EXPERIENCE
ARCHITECTURE
CHRIS KUJAWSKI CONNECTIONSTRATEGIST
ANALYTICS
Quantitative methods to understand audience actions,
recognize performance and success, and contribute to continuous
improvements
INTEGRATED MEASUREMENT
CONNECTING ALL DATA POINTS
• 2010: Each Marketing Channel was Siloed in Measurement
.com mobile email display social print
Web Analytics Platform
Web Analytics Platform
Email Program
Double Click
Social Platform Reports
Listening to Other
Platforms
in-store
Sales Data / CRM
ANALYTICS: ACTION FROM DATA
CONNECTING ALL DATA POINTS
• 2010: Each Marketing Channel was Siloed in Measurement• 2012: Online Channels Brought Together with O!ine
Web Analytics Platform
Sales Data / CRM
web app email display social print in-store
ANALYTICS: ACTION FROM DATA
CONNECTING ALL DATA POINTS
• 2010: Each Marketing Channel was Siloed in Measurement• 2012: Online Channels Brought Together with O!ine• 2014: Uni"ed / Cross-Device & Platform Measurement
web app email display social print in-store
ANALYTICS: ACTION FROM DATA
UNIVERSAL ANALYTICS
• A uni"ed tracking ID across multiple devices & platforms• Connects online and o!ine • Gives businesses long term value of their customers
web app email display social print in-store
CRM support
ANALYTICS: ACTION FROM DATA
demo-graphics
OWENS CORNING ROOFING AT LOWE’S
web sitead
cart
register
ANALYTICS: ACTION FROM DATA
kiosk
mobile
location
demographics
lifestyle
AFFINITY CATEGORIES (LIFESTYLES)
ANALYTICS: ACTION FROM DATA
ATTRIBUTION
MULTIPLE TOUCH POINTS TO CONVERSION
Over 45% of Conversions are Made with Interaction
from Multiple Touch Points
ANALYTICS: ACTION FROM DATA
WHICH TOUCHPOINT OWNS THE CONVERSION?
• Current State of Attribution Modeling
1st Interaction Last Interaction
Linear Time Decay
100% —% —% —% —% —% —% 100%
25% 25% 25% 25% 10% 20% 30% 40%
ANALYTICS: ACTION FROM DATA
• Future state of Attribution Modeling
TO WHAT DO WE ATTRIBUTE?
ANALYTICS: ACTION FROM DATA
• Future state of Attribution Modeling
TO WHAT DO WE ATTRIBUTE?
ANALYTICS: ACTION FROM DATA
Medium
• Future state of Attribution Modeling
TO WHAT DO WE ATTRIBUTE?
Homeowners / Professionals
Age Groups
Male / Female
App Users
Research Online / Purchase In-Store
De"ned Segments
ANALYTICS: ACTION FROM DATA
MORE DATA, MORE KNOWLEDGE
PREPARING FOR UNIVERSAL ANALYTICS
• Understand your audiences – GA will incorporate demographic data
• Assess your touch points and data sources – We can import data from CRM / other o!ine sources
• Assess your own unique user ID – it can be used across all touch points
ANALYTICS: ACTION FROM DATA
BIG DATA, BIG DEAL?
ANALYTICS: ACTION FROM DATA
SOCIAL LISTENING
SOCIAL CONVERSATIONS
CROWDSOURCING
• Ratings & Reviews – Product/services
• Testimonials – Experiences
• Curation – Mining and selection
• Co-Creation – Gauge customer reaction to ideas and/or amplify good ideas submitted– Can be part of user interviews
See more at
HANSONINC.COM/SUMMIT
