IBM Digital Analytics

What are Digital Analytics? Taking the ‘pulse’ of your website Learning Objectives What are Digital Analytics? Taking the ‘pulse’ of your website What are people responding to? How are they interacting with your website? Is your Marketing working? Advanced Marketing Topics Bringing it all together

What are Web Analytics?

How Web Analytics Work <Tag> LIVE Profile LIVE Profile REPORTS DATA COLLECTION SERVERS <Tag> 30181358438008188270102 REPORTS LIVE Profile LIVE Profile

How Web Analytics Work IBM Analytics Servers welcome.coremetrics.com Visitors Every page on the client site has been tagged, collecting data as the client “surfs”. http image request “pixel” IBM Analytics Servers

Who Uses Digital Analytics? Executives: CMO, VP/Director Marketing, VP/Director Digital/Interactive Marketing, VP/Director Online Merchandising, VP/Director of eCommerce, VP/Director of IT Practitioners: Web Analytics, eCommerce, Marketing, Interactive Marketing, Content Managers, Media Managers, Site Designers Who need to: Ensure digital presence meets the needs of customers and prospects Effectively allocate interactive marketing spend Maximize the impact of content Improve user experience Increase online revenue So who buys digital analytics and digital marketing solutions: At the executive level, this falls w/in the marketing organization, eCommerce and/or online merchandising Sometimes it’s driven by IT, but generally by LOB IT is always an influencer and gate keeper The practitioners are Web analytics managers, ecommerce manager, marketing managers, search and email marketing managers, and site designers among other titles And we help these individuals --ensure that their digital presence meets the needs of the end consumer, so that they can accomplish their goals whether it’s to apply for a credit card, purchase a product, receive customer support, or consumer content --Effectively allocate their interactive or digital marketing spend with an understanding of what’s driving the business --Maximize the impact of marketing programs by increasing relevancy and targeting --Improve marketing efficiency through automation

Why It Matters – Answering Important Questions Are they finding you online? How are they finding you online? Paid or natural searches? Branded or non-brand keywords? Other websites? Are they converting to leads? What content is working best? Are they interacting with your site or leaving immediately? Search, Social & Content How are your marketing campaigns performing? Are they finding what they need when they get to your site?

How IBM Digital Analytics Work welcome.coremetrics.com Visitor IBM Analytics Servers http image request “pixel”

IBM Digital Analytics LIVEProfile 9 IBM Digital Analytics LIVEProfile Other Websites (Ad Impressions) Multiple Websites & Apps Customer Database LIVE Profile One identity across: All visits All channels All devices All sites & apps All imported data We do this with our methodology we call LIVEProfile. IBM Digital Analytics tracks all visitor behavior at a User level with the visitor's activity being held in their LIVEprofile. This is collected using a first party cookie. When the visitor subscribes, or enters any other registration data (such as an email address at check-out) a registration tag is fired which collects the registration data (such as account number, email address, mobile number). This is then stored in the visitor's LIVEprofile. LIVEprofile data is stitched together across site types (i.e. mobile, web, app.) as a registration tag is fired on each site. The data captured for the LIVEprofile from the registration tag (like an email address or a customer ID) creates a great key that enables other, offline data to be imported into analytics. Analyze visitors across channels, across sites, across devices, over time

Why It Matters – Anonymous Crowd vs. Identified Individuals Search, Social & Content

Current State – The Problem $ Conversion Search Email Social Display $ Conversion Days 1 7 14 21 The problem with most analytics is really understanding the traffic. Most other analytics solutions have the ‘last click’ problem. They only know the behavior that someone did on the same visit that they convert. Coremetics was built differently. Although at the time Coremetrics was developed, there was not the device to device problem. Visitors often don’t convert on their first visit. Coremetrics is able to understand a visitor, visit after visit, device after device. Same customer on different days, from different devices tracked as MULTIPLE VISITORS

1212 The Solution Other Websites (Ad Impressions) Multiple Websites & Apps Customer Database LIVE Profile One identity across: All visits All channels All devices All sites & apps All imported data We do this with our methodology we call LIVEProfile. IBM Digital Analytics tracks all visitor behavior at a User level with the visitor's activity being held in their LIVEprofile. This is collected using a first party cookie. When the visitor subscribes, or enters any other registration data (such as an email address at check-out) a registration tag is fired which collects the registration data (such as account number, email address, mobile number). This is then stored in the visitor's LIVEprofile. LIVEprofile data is stitched together across site types (i.e. mobile, web, app.) as a registration tag is fired on each site. The data captured for the LIVEprofile from the registration tag (like an email address or a customer ID) creates a great key that enables other, offline data to be imported into analytics. Analyze visitors across channels, across sites, across devices, over time

Multiple visits… multiple channels… multiple devices… multiple sites… The Solution $ Conversion Search Email Social Display $ Conversion Days 1 7 14 21 The problem with most analytics is really understanding the traffic. Most other analytics solutions have the ‘last click’ problem. They only know the behavior that someone did on the same visit that they convert. Coremetics was built differently. Although at the time Coremetrics was developed, there was not the device to device problem. Visitors often don’t convert on their first visit. Coremetrics is able to understand a visitor, visit after visit, device after device. Multiple visits… multiple channels… multiple devices… multiple sites… ONE CUSTOMER

Complete Understanding of Individual Customers 1414 Complete Understanding of Individual Customers Social & Mobile Systems of Record Traffic Sources Off-line Interactions Through customer profiles, we are able to apply the knowledge of each visitor and customer to the methodology driving digital marketing optimization. The Coremetrics Suite defines this information at the IBM Coremetrics Lifetime Individual Visitor Experience Profile or LIVE Profile. LIVE Profiles build a complete picture of the customer through: Tracking and storing historical information Unifying online and offline information to create a true multi-channel view of each customer Combining onsite information with offsite data from third party online properties, un-clicked display advertisements and other online activities away from your main property Understanding how your customers are interacting with social media sites and how these are influencing their relationship with your business Through this rich set of data, you are able to capture the deepest understanding about each and every visitor and then transform it into either analysis about your business or a direct action through an application that executes a specific task. And through a single customer profile, we are able to more effectively syndicate out information through a wide variety of marketing channels to best target visitors and customers where and how they interact with your business. Lifetime Website Behavior Customer Attributes

What is the Business Value of Web Analytics? User Experience Do too many customers abandon forms, download requests or orders? Is the website (or are certain features) difficult to use? How are visitors interacting across brands or divisions? Marketing Performance How should marketing budget be spent? Which specific campaigns and search keywords are most effective? Which products and/or content perform best? Targeting/ Re-targeting Acquisition: attract new visitors to the website Conversion: convince visitors to purchase Loyalty: attract past customers to purchase again Web Analytics should be ACTIONABLE

Digital Analytics Framework The Framework provides a holistic view of top level business objectives translated into measurable goals and KPIs (Key Performance Indicators). These KPIs are generally metrics that are common to web analytics.

Key Terms Session - A session is defined by a sequence of records collected by a common session cookie with no more than 30 minutes (default) of inactivity between collected records. Unique Visitors - The number of unique visitors who came to your site one or more times as defined by a count of distinct persistent cookies. Bounce – a visit that contains a single page view Cart Abandonment Rate – Percent of visitors who cart an item, but do not complete the checkout process Funnel – A visual report used to measure the step-by-step performance of a pre-determined path through your website (e.g. a sales funnel) 11/6/2018

Hands On Lab 11/6/2018

Taking the Pulse - Top Line Metrics Report An executive level ‘snapshot’ of website performance 11/6/2018

Taking the Pulse - Top Line Metrics Heatmap View An executive level ‘snapshot’ by day of week and hour of day 11/6/2018

Taking the Pulse - Top Line Metrics Segment – Breaking out a specific visitor group 11/6/2018

Lab Activity – Perform the Following Exercises Exercise 1 – Determine Cart Abandonment Rate % Difference between July of this year and last year Exercise 2 – What day of the week and hour of that day have the highest sales over the last 12 weeks? Exercise 3 – Create a one-time segment for the fiscal month of July for New Buyers 11/6/2018

Taking the Pulse - Dashboards A visual executive level ‘snapshot’ of website performance 11/6/2018

Lab Activity – Perform the Following Exercise Exercise 4 – Create a Dashboard with at least 3 different widgets to include a Trend with Historic data, a Heatmap and a Funnel. Download it to as an Excel file. 11/6/2018

What Are Visitors Responding To? Products Understanding product performance is crucial to online retailers. 11/6/2018

Lab Activity – Perform the Following Exercise Exercise 5 – What is the most abandoned product for the month of July? What was the dollar value of the Abandoned Sales? 11/6/2018

What Are Visitors Responding To? Pages Without fresh, interesting content, visitors have no little reason to stay on (or return to) your website. 11/6/2018

Lab Activity – Perform the Following Exercise Exercise 6 – What is the most popular entry page by % of total entries in July? Hint: Remember this, you may need it later Exercise 7 – What is the top item purchased, by sales revenue, for visitors who searched on ‘Table Lamps?’ 11/6/2018

How are Visitors Interacting? Paths & Clickstreams Once you understand what content and products visitors respond to, the next item crucial to optimizing the user experience is understanding their ‘paths.’ 11/6/2018 IBM Internal and Business Partner use only

Lab Activity – Perform the Following Exercise Exercise 8 – Build a Clickstream report ‘from’ the Top Entry page for July. Exercise 9 – Build a Clickstream report to understand how all visitors got to the Order Confirmation page in July. 11/6/2018

How are Visitors Interacting? Funnels A funnel is used to measure a pre-determined path through your website. The most common funnel is a sales funnel. 11/6/2018

Lab Activity – Perform the Following Exercise Exercise 10 – What is the percent difference between the Add to Cart step for All Unique Visitors this July compared to last July? 11/6/2018

How is Your Marketing Performing? A comprehensive view of marketing performance gives marketers the knowledge they need to make decisions to optimize ROI (Return on Investment) 11/6/2018

Lab Activity – Perform the Following Exercise Exercise 11 – What is the top performing Marketing Item in July? 11/6/2018

Advanced Marketing Topics - Attribution $ Conversion Search Email Social Display Days 1 7 14 21 Multiple visits… multiple channels… multiple devices… multiple sites… ONE ORDER 11/6/2018

The customer journey over time is complex and difficult to measure 3636 The customer journey over time is complex and difficult to measure Loyalty It takes an average of 6.8 digital interactions before conversion. Retention Conversion Churn Attrition Acquisition (We’ve talked about seeing the customer in context across multiple environments and devices. What about the context of time?) Measuring the effectiveness of each visitor interaction in isolation misses the forest for the trees. Customers engage at different points in their lifecycle with different purposes. So we need to understand the context of where they are in their journey in order to interpret our data properly and to interact with them in a relevant way. Even within a specific step in this journey, customers are tending toward more frequent, but shorter, interactions. Connecting each of these interactions to conversions that occur “downstream” in later visits is critical to optimizing marketing performance. All of this requires a customer-centric approach to digital marketing . A system that inherently looks across multiple visits over time, both in terms of marketing attribution and longer-term customer lifecycle analysis. Reactivation Reach Abandonment Retargeting Source: eMetrics whitepaper, Jim Sterne, Matt Cuttler

Attribution – Valuing Marketing First $30 Ads Time Window Last $30 Ads Time Window Average $10 Ads Time Window 35% Custom $10.50 $13.50 45% $6 20% Ads Time Window

Impact of Attribution Other Possibilities: Paid Search Email Social – Natural Social - Paid

Lab Activity – Perform the Following Exercise Exercise 12 – What revenue impact of attribution (orders resulting from more than one visit) in July? 11/6/2018

Bringing it All Together What’s the difference between a Session and a Unique Visitor? Who uses web analytics? What are two types of reports that provide good ‘snapshots’ of website performance? What type of report ‘follows’ the visitor through the paths they take through your website? What is an important use of Marketing reports? 11/6/2018

Advanced Report – Creating Custom Reports 11/6/2018

Advanced Report – Creating Custom Reports 11/6/2018

Thank you!!! 11/6/2018