DATA, DATA, DATA How to prevent online analysis paralysis? SEPTEMBER 21, 2009

DID YOU KNOW? 2

Too many? How many reports a day, a week? What do you use? How do they help you make the right decision? Is their a better way? 3

Getting Started Market research Site survey’s Are they getting what they want? Learn more about your users What do people look at? Where do they come from? What are they doing? Where are conversations about your company happening? Are you listening? Who’s talking? 4

5 SEM / Ads TV / Radio Social Media Direct Mail Measure ROI Take credit Share credit Continuous Cycle of Improvement - Aggregate Level - Web Analytics Web Online Offline AnalystsMarketersMarketers 5

SEM Ad Serving Affiliate Social Media Don’t Ignore Personal Level Web Analytics!!!! Web Analytics 6

SEM Ad Serving Affiliate Social Media Surprise! Two Cycles of Continuous Improvement! Aggregated Analytics Loop Personal Analytics Loop Personalized Real-Time Targeting Decisioning & Personalization Simple observationsPredictionsEvent and Pattern Detection 7

8 Web Analytics OFFLINE ONLINE SEM Ad Serving Affiliate Social Media Web Analytics Can Drive the Offline Too (+ Benefit from) Decisioning & Personalization 8

Online & Offline Marketers’ Synergies Web Analyst Offline Proven analytics methods Relationship focused Automate & Innovate Granular behavior data Acquisition centric Emerging channels 9

Behavioral Targeting Using Click + Customer Insights Wouldn’t it be great if your web site was able to actively shape the sales dialog much like an attentive sales person would do? USAGEINDUSTRIESCHALLENGE Travel Retail Finance Insurance Telco Sales dialog used to rely on skillful sales personnel But model has shifted to self-service Besides offering a great self- service experience, how can you improve conversion rates? Build dialog on visitors’ 1.Past & current clicks 2.Registered customer insights Combine business rules and self-learning Personalize online and offline interactions 10

Segment & Target Anonymous Visitors Based On their Site Behavior Target Content Based On: Clicks: European destinations Keywords: Bicycle vacations Referrer: Mountain biking site Visitor’s Geo location: USA, CA Self-learning intelligence: Top Europe locations for sporty, US browsers Business rules: Inventory VACATIONS R US 11

Interactive Data Across Online and Offline Channels Cross-Channel Targeting and Execution Anonymous and registered visitors 12

Business value levels off Grow Business Value with Web Analytics Tactical reporting Strategic visitor insights for Interactive Marketing Business value Stage 1: Reporting Stage 2: Optimization Stage 3: Segment Targeting Stage 4: Interactive Marketing - ( Online only ) Stage 5: Interactive Marketing ( Online + Offline ) 13

Standard Web Server Log files “Pixel” tracking Redirect tracking Feeds from other systems Eye tracking Full session activity tracking Panel Tracking IP Tracking Onsite vs. Offsite tracking Listening trackers for Social Media TRACKING OPTIONS 14

Skewing Data 15

Beyond traffic and conversion How should I measure if a consumer had a positive experience? Engagement 16

Create consensus KPIs Evaluate your current reporting tools Develop actionable reporting Create a test plan Make analytics a priority WHAT IS NEXT? 17