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Web Analytics Deep Dive#SESSF
Garry Przyklenk, Manager, Analytics Implementation
(@gprzyklenk)
@gprzyklenk
Keys to “insightful” insights
Tried and true approaches:
Filter, group, then segment
If… then… analysis
Derive business value
Get closer to the customer
Integrate data sources
In general,
build a data-driven culture!
@gprzyklenk
Filtering and grouping
Any web analytics platform won’t be perfect, so a certain level of filtering and grouping is required:
Filtering can be used to: Clean up data integrity issues Move beyond the “top 10” or “top50” entries Example:
TD has 60,000 employees and filters internal IP’s from logging information in Omniture SiteCatalyst.
Groupings can be used to: Simplify extremely granular data Build complex segments effectively Example:
Referring URL values can be grouped to go beyond the standard types, such as “internal referrer” and “external affiliate”.
@gprzyklenk
Extreme segmentation!
Visitor type Prospect/New Customer Affiliate Employee
Source PPC SEO Social Media External Display Ad Internal Display Ad Affiliate
Visitor intention Research Purchase/Broker Renew Transact
Product engagement Core accounts Credit cards Lending (credit line/mortgage) Investing Insurance Business banking
@gprzyklenk
YES, YES IT IS…Isn’t that really hard?
@gprzyklenk
Pivot tables are awesome
Source Visitor Type Intention Product Visits Conversions Transactions
PPC Prospect Research Credit CardSavings Account
8 1 0
Internal Display Ad
Customer Transact Mortgage 5 1 4
Social Media Affiliate Broker Mutual Funds 35 0 8
Direct Employee Research None 55 0 3
Do we actually do this? Yes, yes we do.
Online sales reporting (Daily/Weekly/Monthly)
Public website reporting (Monthly)
Secure website reporting (Monthly)
@gprzyklenk
If…then… analysis
No one really cares about the metrics, but everyone cares about their bonus. That equates to defining and improving the funnel.
Send more traffic?Send more traffic?
Optimize landingpages?
Optimize landingpages?
Lower the riskprofile?
Lower the riskprofile?
Improve incentives?Improve incentives?
IMPACT
@gprzyklenk
Derive business value
Paperless Statements
Opportunity:
Saves the bank at least the cost of a stamp per customer per product per month
Reducing calls to the contact center due to lost paper statements
Customer benefit:
Improved customer experience with scanned checks in near-real-time
Freedom to bank anywhere, anytime on any device
Postage $0.45
Customers 1,000,000
Avg. # of Products per Customer
2
Yearly Savings $11 Million
@gprzyklenk
Derive business value
Where do you think the greatest opportunity exists?
@gprzyklenk
Get closer to the customer
Problem: web analytics can be complex to the business.
Solution: get closer to the customer.
@gprzyklenk
Integrate data sources
@gprzyklenk
Integrate data sources
Source Visitor Type Intention Product Visits Conversions Transactions
PPC Prospect Research Credit CardSavings Account
8 1 0
Internal Display Ad
Customer Transact Mortgage 5 1 4
Social Media Affiliate Broker Mutual Funds 35 0 8
Direct Employee Research None 55 0 3
Channel Source Visitor Type Intention Product Visits Cx Tx LTV
Branch PPC Prospect Research Credit CardSavings Account
8 1 0 $590,000
Phone Internal Display Ad
Customer Transact Mortgage 5 1 4 $250,000
Online Social Media Affiliate Broker Mutual Funds 35 0 8 $675,000
ATM Direct Employee Research None 55 0 3 $1,200,000
Thank You!
Questions?
