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

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 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 1

13/04/2011 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 2

13/04/2011 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+ 3

13/04/2011 Business optimisation Relevance yields greater conversion 4

13/04/2011 What an incredible opportunity we're faced with. ' f d i h 5

13/04/2011 The internet is the most measurable communications channel there is. It’s also fast becoming a disconnected channel disconnected channel 6

13/04/2011 Not in the sense of... unconnected No, in fact we've never been so connected 7

13/04/2011 We wake in the morning, switch on our iPhones have a quick check on our emails. 8

13/04/2011 At the breakfast table we'll read the news h or update our Facebook status 9

13/04/2011 On the way to work we'll download a download a podcast… or watch the latest video news video news 10

13/04/2011 At work we'll browse our favourite blogs, g , use Skype or IM. Maybe at lunch we'll Maybe at lunch we'll buy some stuff online some stuff online 11

13/04/2011 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 12

13/04/2011 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 ordered online. 13

13/04/2011 All of this happened across pp multiple screens All of this was fully connected 14

13/04/2011 But all of this was disconnected Disconnected from a single screen single screen 15

13/04/2011 C Consumers today are t d demanding that the internet come to them not them to their screens. 16

13/04/2011 They choose the time, place and device to interact with our content to interact with our content. So the web is fundamentally changing 17

13/04/2011 So the web is fundamentally changing It’ It’s already changed 18

13/04/2011 This represents an incredible opportunity for us as marketers 19

13/04/2011 for us as everyone The problem is 20

13/04/2011 There’s a lot of channels 21

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13/04/2011 And the channels are getting larger and more diverse everyday. y y 26

13/04/2011 In fact, there are now so many channels channels where our content is consumed consumed 27

13/04/2011 redistributed 28

13/04/2011 …faster than we can possibly keep up. We need to know which channels work best 29

13/04/2011 and which content works best for each channel and each audience. So how we should be optimising our content? 30

13/04/2011 Or we can get the elephant out of the corner fast 31

13/04/2011 Luckily, we have a way to know what to do… We can now capture p 32

13/04/2011 millions of customer interactions analyse them analyse them 33

13/04/2011 apply insights apply insights and make interactions more relevant and more relevant and engaging. 34

13/04/2011 It's ANALYTICS ANALYTICS 35

13/04/2011 Web analytics is something something You know need need 36

13/04/2011 But when you get it y g 37

13/04/2011 Web analytics is not Web analytics is not just about the numbers It’s about ’ b Business Optimisation Optimisation 38

13/04/2011 It’s about understanding understanding Y Your goals l 39

13/04/2011 Your audience needs needs And reducing the gap the gap in between 40

13/04/2011 And you need to manage that gap You can’t manage You can t manage what you don’t measure 41

13/04/2011 If you don’t understand why you’re measuring it You can’t improve it i 42

13/04/2011 Unfortunately few use it for that 43

13/04/2011 Why? Top 3 reasons 44

13/04/2011 “ No one to manage it ” “ Don’t know how to do it ” how to do it 45

13/04/2011 “ It’s just a reporting tool ” But it’s telling you something you shouldn’t ignore shouldn t ignore 46

13/04/2011 Web analytics is like b l l k That elephant h l h in the corner 47

13/04/2011 An obvious truth which is largely ignored or goes unaddressed dd d 48

13/04/2011 5 steps to success Step 1 Site Analysis (a.k.a. reporting) 49

13/04/2011 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 50

13/04/2011 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 51

13/04/2011 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 52

13/04/2011 Step 4 Targeting What is the most effective content for each visitor based What is the most effective content for each visitor based on their previous site behaviour ? Should I target a customer, right now, with an acquisition, conversion or retention message? Step 5 Cross Channel (integration) 53

13/04/2011 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 54

13/04/2011 What you need is a Di it l Digital Measurement Strategy 55

13/04/2011 Without one… 56

13/04/2011 Getting the Getting the elephant out of the corner doesn't have to be challenge h ll Ask yourself three questions q 57

13/04/2011 What are your business objectives? Who are your audiences? What does success look like? 58

13/04/2011 SiteCatalyst TM Th There’s so much ’ h you can measure 59

13/04/2011 Ensure your measurement allows for allows for insight Absolute numbers that represent one data point d 60

13/04/2011 s step 1 To move beyond 61

13/04/2011 look beyond the numbers the numbers Many just look at the Many just look at the numbers 62

13/04/2011 in the aggregate aggregate... All they’ll see is the big y g picture... 63

13/04/2011 1 1 million page illi “ “ views this month month ” ” They spend 5 “ minutes on our site ” minutes on 64

13/04/2011 “ “ 200,000 visitors ” this month 65

13/04/2011 But they’re missing the point p 200,000 visitors 66

13/04/2011 Is that good g or bad ? 67

13/04/2011 Depends on where they went what they did h h did and how they got there O ti i Optimisation ti is step 2 68

13/04/2011 International User Journey – before redesign Color indicates propensity to become a lead Red is more likely to become a lead. Courses Low Average Page Views per visit High Insight derived using Adobe Omniture Discover International User Journey – after redesign Color indicates propensity to become a lead (+ve increase) Courses Low High Average Page Views per visit Insight derived using Adobe Omniture Discover 69

13/04/2011 Murdoch University ranked #1 for proportion of new leads generated from the website Hobsons Enrolment Management Services S Segmentation t ti takes you to step 3 70

13/04/2011 All measures have deeper insights They’re 71

13/04/2011 To get over th i their shyness h Segment them 72

13/04/2011 SiteCatalyst TM + Discover TM Segmentation lets you understand interesting things understand interesting things “200,000 visitors last month… 73