1. IBM Digital Analytics

2. 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

3. What are Web Analytics?

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

5. 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

6. 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 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

7. 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?

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

9. IBM Digital Analytics LIVEProfile9
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 address at check-out) a registration tag is fired which collects the registration data (such as account number, 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 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

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

11. Current State – The Problem$
Conversion
Search
Social
Display $
Conversion
Days
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

12. 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 address at check-out) a registration tag is fired which collects the registration data (such as account number, 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 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

13. Multiple visits… multiple channels… multiple devices… multiple sites…
The Solution $
Conversion
Search
Social
Display $
Conversion
Days
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

14. 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

15. 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

16. 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.

17. 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)
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18. Hands On Lab
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19. Taking the Pulse - Top Line Metrics Report
An executive level ‘snapshot’ of website performance
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20. Taking the Pulse - Top Line Metrics Heatmap View
An executive level ‘snapshot’ by day of week and hour of day
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21. Taking the Pulse - Top Line Metrics
Segment – Breaking out a specific visitor group
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22. 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
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23. Taking the Pulse - Dashboards
A visual executive level ‘snapshot’ of website performance
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24. 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.
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25. What Are Visitors Responding To? Products
Understanding product performance is crucial to online retailers.
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26. 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?
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27. What Are Visitors Responding To? Pages
Without fresh, interesting content, visitors have no little reason to stay on (or return to) your website.
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28. 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?’
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29. 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.’
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IBM Internal and Business Partner use only

30. 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.
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31. 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.
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32. 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?
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33. 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)
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34. Lab Activity – Perform the Following Exercise
Exercise 11 – What is the top performing Marketing Item in July?
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35. Advanced Marketing Topics - Attribution$
Conversion
Search
Social
Display
Days
Multiple visits… multiple channels… multiple devices… multiple sites…
ONE ORDER
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36. 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

37. 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

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

39. Lab Activity – Perform the Following Exercise
Exercise 12 – What revenue impact of attribution (orders resulting from more than one visit) in July?
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40. 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?
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41. Advanced Report – Creating Custom Reports
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42. Advanced Report – Creating Custom Reports
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43. Thank you!!!
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