[

Digital Measurement ]
More than just coun.ng hits

[ Company history ]
Datalicious was founded in 2006 Strong Omniture web analy.cs history one-stop data agency with specialist team Combina.on of analysts and developers Making data accessible and ac.onable Driving industry best prac.ce Evangelizing use of data
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[ Challenging clients ]

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[ Data driven marke:ng ]

Data
Pla<orms

Insights
Repor:ng
Data mining and modelling Customised dashboards Media aKribu:on models Market and compe:tor trends Social media monitoring Online surveys and polls Customer proling

Ac:on

Data collec:on and processing Web analy:cs solu:ons Omniture, Google Analy:cs, etc Tagless online data capture End-to-end data pla<orms IVR and call center repor:ng Single customer view

Applica:ons

Data usage and applica:on Marke:ng automa:on Aprimo, Trac:on, Inxmail, etc Targe:ng and merchandising Internal search op:misa:on CRM strategy and execu:on Tes:ng programs

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[ Digital metrics ]
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[ Data and what you pay for it ]

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Source: Omniture Summit, MaN Belkin, 2007

HITS
How Idiots Track Success
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[ Basic website metrics ]

Page view/impression: The number of .mes a page (an analyst-denable unit of content) was viewed. Visit/session: A visit is an interac.on, by an individual, with a website consis.ng of one or more requests for an analyst-denable unit of content (i.e. page view). If an individual has not taken another ac.on (typically addi.onal page views) on the site within a specied .me period, the visit session will terminate. Unique visitor/browser: The number of inferred individual people (ltered for spiders and robots), within a designated repor.ng .meframe, with ac.vity consis.ng of one or more visits to a site. Each individual is counted only once in the unique visitor measure for the repor.ng period.
May 2010 Datalicious Pty Ltd
Source: Web Analy.cs Deni.ons, Web Analy.cs Associa.on, 2007

[ Browser side tracking process ]

What if: Someone deletes their cookies? Or uses two computers, one at work and one at home? Or two people use the same account or computer?
May 2010 Datalicious Pty Ltd
Source: Google Analy.cs, Jus.n Cutroni, 2007

[ Overes:ma:on of unique visitors ]

The study examined data from two of the UKs busiest ecommerce websites, ASDA and William Hill. Given that more than half of all page impressions on these sites are from logged-in users, they provided a robust sample to compare ip-based and cookie-based analysis against. The results were staggering, for example an IP-based approach overes.mated visitors by up to 7.6 .mes whilst a Cookie-based approach overes.mated visitors by up to 2.3 .mes. The percentage error in cumula.ve unique visitor gures over a 28 day period on one of the sites can be seen in the graph above.
May 2010 Datalicious Pty Ltd
Source: White Paper, RedEye, 2007

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[ Mul:ply iden:ca:on points ]

Probability of iden.ca.on through cookie 140% 120%

100%

80%

60%

40%

20%

0% 0 4 8 12 16 20 24 Weeks 28 32 36 40 44 48

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[ Digital metric categories ]

+Social

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Source: Accuracy Whitepaper for web analy.cs, Brian Cligon, 2008

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[ Digital means global ]

The image is a model of the Internet, based on how many people view dierent sites and how these sites are related to each other. There are 3 colours on this model. Red, Green and Blue. Each represents users from US, Europe and Asia. The picture illustrates how non linear the digital world is. It also shows how some sites have a strong centre of gravity for mass audiences; others have strong centres of gravity for niche audiences. It is important to iden.fy where marke.ng is going to have most impact - crea.ng powerful programs on niche sites, which gradually extend an inuence on the larger communi.es; or (more expensive) marke.ng ac.vity on mass sites, that will then generate a frenzy of interest in smaller niche groups.

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Source: Carat/Isobar, 2007

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[ Dening metrics frameworks ]

Media and search data Website, call center and retail data

Reach (Awareness)

Engagement
(Interest & Desire)

Ac:on
(Ac.on)

+Buzz
(Sa.sfac.on)

Quan.ta.ve and qualita.ve research data Social media data Social media

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[ Measuring reach ]
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[ New marketplace: Search ]

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[ Search at all stages ]

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Source: Inside the Mind of the Searcher, Enquiro 2004

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[ Non-linear conversion funnel ]

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Source: McKinsey, 2009

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[ Importance of search ]

30-40% 60-70%
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[ Online insights inuencing oine ]

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[ Search data and media planning ]

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[ Ad server exposure test ]

1
1st impression

User qualies for the display campaign

(if the user has already been tagged go to step 3)

10% of users in control group, 90% in exposed group User tagged with segment

Audience Segmenta:on

Measurement: Conversions per 1000 unique visitors

(displayed non-branded message)

Control

(displayed branded message)

Exposed

N impressions

User remains in segment

(displayed non-branded message)

Control

(displayed branded message)

Exposed

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[ Hitwise Mosaic segment swing ]

australia.com vs. newzealand.com australia.com vs. bulaji.com

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Source: Hitwise.com.au, 2008

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[ Hitwise Mosaic segment swing ]

australia.com vs. newzealand.com
australia.com vs. newzealand.com

May 2010

Source: Hitwise.com.au, 2008

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[ Measuring engagement ]
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[ Conversion funnel 1.0 ]

Campaign responses Conversion funnel

Product page, add to shopping cart, view shopping cart, cart checkout, payment details, shipping informa.on, order conrma.on, etc

Conversion event
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[ Conversion funnel 2.0 ]

Campaign responses (inbound spokes)
Oine campaigns, banner ads, email marke.ng, referrals, organic search, paid search, internal promo.ons, etc

Landing page (hub)

Success events (outbound spokes)

Bounce rate, add to cart, cart checkout, conrmed order, call back request, registra.on, product comparison, product review, forward to friend, etc
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[ Addi:onal success metrics ]

Click Through

Click Through

Add To Cart

Cart Checkout

Click Through

Bounce Rate

Pages Per Visit

Avg Cart Value

Click Through

Call back requests

Store Searches

[ ... ]

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Customiza:on

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Crowdsourcing

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[ Book: Tuned In ]

70% or more of new products or new product decisions were made without market data

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Source: hNp://www.pragma.cmarke.ng.com/tunedin

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[ Social media data ]

Facebook Connect gives you the following and more, with just one click ID, rst name, last name, middle name, picture, alia.ons, last prole update, .me zone, religion, poli.cal interests, interests, sex, birthday, aNracted to which sex, why they want to meet someone, home town, rela.onship status, current loca.on, ac.vi.es, music interests, tv show interests, educa.on history, work history, family and email

Need anything else?

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[ Measuring ac:on ]
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[ Key metrics by website type ]

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Source: Omniture Summit, MaN Belkin, 2007

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[ Success aKribu:on models ]

Banner Ad Paid Search Organic Search $100 Success

$100

Last channel gets all credit

Banner Ad $100

Paid Search

Email Blast

Success

$100

First channel gets all credit

Paid Search $100

Banner Ad $100

Aliate Referral $100

Success

$100

All channels get equal credit

Print Ad $33

Social Media $33

Paid Search $33

Success

$100

All channels get par:al credit

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[ De-duplica:on across channels ]

Paid Search Bid Mgmt

Banner Ads

Ad Server Omniture Pla<orm

Email Blast

Email Pla<orm

Organic Search

Google Analy:cs

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[ First vs. last click aKribu:on ]

Chart shows percentage of channel touch points that lead to a conversion.

Neither rst nor last-click measurement would provide true picture

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[ Path to purchase ]
Banner Click SEM Generic Partner Site Direct Visit

Banner View

SEO Generic

TV Ad

SEO Branded

Banner Click

Print Ad

Social Media

Email Update

Direct Visit

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[ Paid and organic stacking ]

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[ Website entry survey ]

Greatest Inuencer on Branded Search / STS

Channel Word of Mouth Blogging & Social Media Newspaper Adver.sing Display Adver.sing Email Marke.ng Retail Promo.ons

% of Inuence 32% 24% 9% 14% 7% 14%

De-duped Campaign Report

Channel Straight to Site SEO Branded SEM Branded SEO Generic SEM Generic Display Adver.sing Aliate Marke.ng Referrals Email Marke.ng

% of Conversions 27% 15% 9% 7% 14% 7% 9% 5% 7%

Conversions aNributed to search terms that contain brand keywords and direct website visits are most likely not the origina.ng channel that generated the awareness and as such conversion credits should be re-allocated.
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[ Reason for website visit ]

Those who entered the website site directly or via branded organic search terms had the highest awareness and/or experience with retail display followed by having previously visited the site.
Q: What was the reason or reasons for this visit to vodafone.com.au?

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[ Forrester media aKribu:on ]

Chart shows an example only, aNribu.on model needs to be dened for each company separately based on their individual success metrics (and cookie expira.on policies).

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[ Calls to ac:on ]

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[ Research online buy in store ]

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Source: 2008 Digital Future Report, Surveying The Digital Future, Year Seven, USC Annenberg School

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[ Store locator searches ]

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[ Integrated campaign ow ]
= Paid Media = Viral Element = Voucher

Organic Search

PR, Events, Social, etc

YouTube, Blog, etc

Home Page, Portal, etc

Paid Search

TV, Print, Radio, etc

Direct Mail, Email, etc

V1

Landing Page, Compe::on

V2

Sponsorships, Display Ads, etc

CRM Program

Facebook TwiKer, etc

V3

Point of Sale, Kiosks, etc

Retail Outlets

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[ Oine sales driven by online ]

Tying oine conversions back to online campaign and research behavior using standard cookie technology by triggering virtual online order conrma.on pages for oine sales using email receipts.
Website.com Research Phone Orders Credit Check Fullment

@ @ @

Virtual Order Conrma:on

Adver:sing Campaign

Website.com Research

Retail Orders

Credit Check Fullment

Virtual Order Conrma:on

Website.com Research

Online Orders

Online Order Conrma:on

Credit Check Fullment

Virtual Order Conrma:on

Cookie

Cookie

Cookie

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Sta:s:cal signicance: Why does it maKer?

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[ Measuring buzz ]
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[ Back to basics ]
Search Service Product Company Experience Brand Word of mouth, blogs, emails, tweets, reviews, social networks, social media, fan pages, etc
April 2010 Datalicious Pty Ltd
Source: Don Schultz, Northwestern University

Promo:on

Consumer

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Social media analy:cs: People vs. machine

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Iden:fy inuencers and advocates

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[ Where to focus ]

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[ Useful links ]
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[ News and research ]

hNp://blog.datalicious.com hNp://www.emarketer.com hNp://www.marke.ngcharts.com hNp://www.techcrunch.com hNp://www.smartbrief.com/iab hNp://www.trendwatching.com hNp://www.springwise.com hNp://www.useit.com/alertbox hNp://weblogs.hitwise.com
[ datalicious.com ]

[ august 2008 ]

[ Trends and data ]

hNp://www.google.com/trends hNp://www.google.com/sktool hNp://www.google.com/webmasters hNp://www.google.com/adplanner hNp://www.google.com/videotarge.ng hNp://www.hitwise.com.au/datacenter hNp://www.compete.com/ hNp://www.alexa.com/ hNp://wiki.kenburbary.com/
[ datalicious.com ]

[ august 2008 ]

cbartens@datalicious.com blog.datalicious.com twiNer.com/datalicious

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