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Is your elephant shy? shy? Achieving value from measurement Tim - - PDF document

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13/04/2011 Is your elephant shy? shy? Achieving value from measurement Tim Elleston Murdoch University Murdoch University Established 1974 in Perth, relaunched brand in 2007 Established 1974 in Perth relaunched brand in 2007 3 WA campuses, 4

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Is your elephant shy?

Achieving value from measurement

Tim Elleston – Murdoch University

shy?

Murdoch University

Established 1974 in Perth relaunched brand in 2007 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

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Online strategy

Demonstrate depth and breadth of courses Raise awareness of research capabilities Relevant user‐centric experience

Multiple audiences Multiple audiences  Prospective students of all ages  Parents, Teachers, Counsellors  Media  Researchers

Engagement

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Average Fee: $39,000 over 3 years Average Sales Cycle: 6‐9 months

Primary KPI: Lead Generation Secondary KPI: Submitted Applications

13,000+ 4,300+

$167m+
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Business optimisation

Relevance yields greater conversion

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What an incredible opportunity ' f d i h we're faced with.

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The internet is the most measurable communications channel there is. It’s also fast becoming a

disconnected channel disconnected channel

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Not in the sense of... unconnected No, in fact we've never been so connected

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We wake in the morning, switch on our iPhones have a quick check

  • n our emails.
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At the breakfast table we'll read h the news

  • r update our

Facebook status

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On the way to work we'll download a download a podcast…

  • r watch the

latest video news video news

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At work we'll browse

  • ur favourite blogs,

g , use Skype or IM. Maybe at lunch we'll Maybe at lunch we'll

buy

some stuff online some stuff online

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During the afternoon During the afternoon we might tweet about our day On the way home, we'll scroll through our favourite RSS feeds favourite RSS feeds

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And then at home we might answer a few emails, few emails,

and then maybe we'll watch a movie and then maybe we'll watch a movie

  • rdered online.
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All of this happened across pp multiple screens All of this was fully connected

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But all of this was

disconnected

Disconnected from a

single screen single screen

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C t d Consumers today are demanding that the internet come to them not them to their screens.

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They choose the

time, place and device

to interact with our content to interact with our content. So the web is fundamentally changing

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So the web is fundamentally changing

It’ It’s already changed

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This represents an

incredible opportunity

for us as

marketers

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for us as

everyone

The problem is

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There’s a lot of

channels

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And the channels are getting larger and more diverse everyday. y y

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In fact, there are now so many channels

channels where our content is

consumed consumed

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redistributed

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…faster than we can possibly keep up. We need to know which

channels work best

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and which content works best for each channel and each audience. So how we should be

  • ptimising our content?
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Or we can get the elephant out of the corner

fast

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Luckily, we have a way to know what to do…

We can now capture p

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millions of customer interactions analyse them analyse them

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apply insights apply insights and make interactions more relevant and more relevant and engaging.

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It's

ANALYTICS ANALYTICS

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Web analytics is something something

need You know need

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But when you get it y g

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Web analytics is not Web analytics is not just about the numbers

’ b It’s about Business Optimisation Optimisation

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It’s about understanding understanding

Y l Your goals

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Your audience needs needs

And reducing the gap the gap in between

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And you need to manage that gap

You can’t manage You can t manage what you don’t measure

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If you don’t understand why you’re measuring it

i

You can’t improve it

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Unfortunately few use it for that

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Why? Top 3 reasons

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“No one to manage it” “Don’t know

how to do it” how to do it

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“It’s just a

reporting tool”

But it’s telling you something you shouldn’t ignore shouldn t ignore

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b l l k Web analytics is like h l h That elephant in the corner

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An obvious truth

which is largely ignored or dd d goes unaddressed

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5 steps to success

Step 1 Site Analysis

(a.k.a. reporting)

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Step 1 Site Analysis

(a.k.a. reporting)

How are visitors getting to my site? 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 Optimisation

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Step 2 Optimisation

How can I improve our site's structure and content to 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 3 Segmentation

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Step 3 Segmentation

What are the most valuable visitor segments? 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 4 Targeting

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Step 4 Targeting

What is the most effective content for each visitor based What is the most effective content for each visitor based

  • n their previous site behaviour?

Should I target a customer, right now, with an acquisition, conversion or retention message?

Step 5 Cross Channel

(integration)

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Step 5 Cross Channel

(integration)

What’s the best way for me to continue my dialogue 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?

Moving from measurement to insight

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What you need is a

Di it l Digital Measurement Strategy

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Without one…

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Getting the Getting the elephant out of the corner doesn't have to be h ll challenge

Ask yourself three questions q

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Who are your audiences? What are your business objectives? What does success look like?

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SiteCatalyst

TM

Th ’ h There’s so much you can measure

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Ensure your measurement allows for allows for

insight

Absolute numbers that represent d

  • ne data point
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s

To move beyond

step 1

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look beyond the numbers the numbers

Many just look at the Many just look at the numbers

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in the aggregate aggregate...

All they’ll see is the big y g picture...

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1 illi

“

1 million page views this month

“ ”

month” They spend 5 minutes on

“ minutes on

  • ur site ”
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“

200,000 visitors this month

“ ”

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But they’re missing the point p 200,000 visitors

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Is that good g

  • r bad?
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Depends on

where they went h h did what they did and how they got there

O ti i ti Optimisation

is step

2

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13/04/2011 69 International User Journey – before redesign

Color indicates propensity to become a lead Red is more likely to become a lead. Courses Average Page Views per visit Low High Insight derived using Adobe Omniture Discover

International User Journey – after redesign

Color indicates propensity to become a lead (+ve increase) Courses Average Page Views per visit Low High Insight derived using Adobe Omniture Discover
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13/04/2011 70 Murdoch University ranked #1 for proportion of new leads generated from the website

Hobsons Enrolment Management Services

S t ti Segmentation

takes you to step

3

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All measures have deeper insights They’re

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To get over th i h their shyness

Segment

them

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SiteCatalyst

+

TM

Discover

TM

Segmentation lets you understand interesting things “200,000 visitors last month… understand interesting things

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Segmentation lets you understand interesting things “200,000 visitors last month… 48% came from Organic Search understand interesting things Segmentation lets you understand interesting things “200,000 visitors last month… 48% came from Organic Search

  • f which 38% looked at courses for around 5 mins

(but only 54% of Organic Search traffic was Domestic)

understand interesting things

(but only 54% of Organic Search traffic was Domestic)

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Segmentation lets you understand interesting things “200,000 visitors last month… 48% came from Organic Search

  • f which 38% looked at courses for around 5 mins

(but only 54% of Organic Search traffic was Domestic)

understand interesting things

(but only 54% of Organic Search traffic was Domestic)

2% of traffic came from other University sites 10% came from other websites that link to us

Segmentation lets you understand interesting things “200,000 visitors last month… 48% came from Organic Search

  • f which 38% looked at courses for around 5 mins

(but only 54% of Organic Search traffic was Domestic)

understand interesting things

(but only 54% of Organic Search traffic was Domestic)

2% of traffic came from other University sites 10% came from other websites that link to us Search traffic also accounted for 44% of our leads and 31% of our application submissions”

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Segments must be: Segments must be:

Measurable and identifiable Accessible and actionable Accessible and actionable Large enough to be profitable

Segmentation example

Courses Section : 1.67m page views

Pretty boring and largely useless…

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Segment by First vs. Repeat user

Courses Section : 1.67m page views = boring and useless New / Repeat PVs : 837k / 618k

= sort of an insight g

Segment by Organic Google Australia

Courses Section : 1.67m page views = boring and useless New / Repeat PVs : 837k / 618k

= not much better

From Google : 285k / 217k

= sort of an insight g

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Segment by Time Spent

Courses Section : 1.67m page views = boring and useless New / Repeat PVs : 837k / 618k

= not much better

From Google : 285k / 217k

= insight

1st Time engagement : 1-5 mins

= sort of an insight = insight

Loyal engagement : 30-60 mins

g

Measurable and identifiable Accessible and actionable Large enough to be profitable

= usable

Insight derived using Adobe Omniture Discover
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A usable insight

Cross‐promote content to First Time Course Visitors from Search to try to raise engagement

Course interest geographically segmented

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Course interest geographically segmented Course interest geographically segmented

Insight derived using Adobe Omniture Discover
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Course interest segmented by country

Onsite Search

(A gold mine) (A gold mine)

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Users search for two reasons: Users search for two reasons:

  • They can’t find what they’re looking for
  • They navigate through search

1 6 million searches conducted in 2010 1.6 million searches conducted in 2010

Seasonality of searches allows for different content to be highlighted at different times of the year.

Buying books Library information Exam timetables Looking at timetable Term 1 Term 2 Insight derived using Adobe Omniture SiteCatalyst & Omniture Discover Segment
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Staff internal search habits habits Staff spend 208 seconds per search request

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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 , /y , y

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Staff spend 208 seconds per search request

225,000 searches/year 12,963 hours/year or 1,728 workdays , /y , y @ $40/hr = $518,500 cost

Staff search habits

Measurable and identifiable Accessible and actionable Large enough to be profitable

= insight

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13/04/2011 86 Onsite Search Insight: We can reduce downtime through Search optimisation

Through their searches, they’ve told us, now help them out... “search as you type” reduces search time

In the last 6 months, since SAYT was enabled, 13,180 results have been used, saving $30,000 in downtime.

Insight derived using Adobe Omniture SiteCatalyst
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Segmentation allows you to

  • ptimise your site

which leads to a better more relevant

U E i User Experience

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Relevance yields greater conversion And that gets you to step 4 you to step 4

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Don’t assume all users want the h same thing

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SiteCatalyst

+

TM

Test & Target

TM

deliver

  • ptimisation and

l relevance

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13/04/2011 91 Goal: Do microsites increase our conversion rates? Which one drove more applications?

#1 Direct to Application

Straight to application forms

#2 Via Micro‐site

Through a micro‐site, then to application forms
  • r

No big difference to overall conversion rate...

RESULTS

l l To Apply Online Via Micro‐site

98,000 visitors saw something 49,000 saw each version 555 applications submitted

283 applications 272 applications
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13/04/2011 92 Discover™ segmentation showed going through the micro‐site lifted completion rates by 28%, equal to around $10m revenue

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%

Behavioural Targeting example Goal: Re‐engage lapsed Postgrad applications

Default Unknown Affinity Default Undergrad Affinity Re‐engage Lead but No App Yet Re‐engage App Started, not completed
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13/04/2011 93 Behavioural Targeting Result: Re‐engaged 34% of lapsed applications

Default Unknown Affinity Re‐engage 2 3 1 3 4 2 y 144 Applications Default Undergrad Affinity g g Lead but no App yet 22 of 1,286 re‐engaged Re‐engage App Started, not completed 27 of 79 re‐engaged (34%) 1 4 Approx $2,000,000

Behavioural Targeting Goal: Target content based on category affinity Based on site section affinity, we customise our homepage

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In summary

With the Adobe Online Marketing Suite Online Marketing Suite

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You can easily go from measurement to to insight

Product integration

Information in... ...insights out

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achieve exponential ROI exponential ROI

And replace And replace

“I think”

with with

“I know”

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Tim Elleston

senior manager – digital media team h // l h d l i

Shameless plug

http://www.elephantsandanalytics.com.au

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Any questions? questions?

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