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Week 8 – Web Analytics Web Analytics -

On March 20, 2007 a Google search for web analytics returned 642,000 results in 0.11 sec Today 262,000,000 results for “web analytics”. (0.77 seconds) Is the study of the behaviour of website visitors? It refers to the use of data collected from a web site to determine which aspects of the website work towards the business objectives; for example, which landing pages encourage people to make a purchase

Definition -

Web analytics is the objective tracking, collection, measurement, reporting and analysis of quantitative internet data to optimize web sites and web marketing initiatives Have a fast, functional, mobile-friendly website o There are 6.9 billion people on the planet and 3.7 billion of them actively use 4.3 billion mobile phones o What's your excuse for not spending a few dollars making your site mobilefriendly?

Heat Map -

Shows which links visitors click the most It is the cluster of clicks on a web page and their density by using colours – the brighter the colour, the more clicks

Why come to Site? Examples: 1234-

Purchase a Product Product or Service Support Register my Product Check Order Status

Google Tag Manager -

This is a free tool that makes it easy for marketers to add and update website tags -including conversion tracking, site analytics, remarketing…just a few clicks, & without needing to edit your website code

Digital Marketing & Measurement Model -

“If you don't know where you are going, any road will take you there and you'll be miserable when you arrive.” Avanish Objectives | Goals | KPIs | Targets | Segments

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Know the strategic priorities of the business o Q1. Why does your digital presence exist? [You plus the most senior CxO who will talk to you.] o Q2. What specific strategies are you currently leveraging to accomplish aforementioned objectives? [For most of us, you plus the CMO/equivalent.] o Q3. What one critical metric will help you clearly measure performance for each strategy above? [You.] o Q4. How will you know if the performance was a success or failure, what's the target for each critical metric? [You plus Finance plus CMO.] o Q5. What group of people, their sources, digital behavior, and outcomes are most important for business success? [You plus Marketing Team.]

Kohl’s Analytics

Multi-Channel Attribution -

The primary challenge is that as we switch devices it is increasingly difficult to keep track of the same person as they interface with our digital existence FB and Analytics Example o Here's a summary of a FB case study 1. Client posted a video of a soon to be released product on their Facebook brand page. o That video got a large no. of Likes. o Client also runs Facebook Promoted Ads for that post. Gets more Likes. o ROI? Assume – huge. It was huge. New product became the number one selling product in the company's history o Facebook works

Correlation -

Conclusion implies a causality that may or may not be there ("the product sales exceeded all internal projections!")

Correlations don't imply causality -

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Completely ignore the question of whether Facebook works. Focus on the fact that this was the launch of a powerful new product via a continent-wide rebranding campaign using massive online and offline media buys. A push on Facebook was a part of that effort. So to imply the ROI in Step 4 is sub-optimal. From the data presented, there is no way to tell if the Facebook campaign worked or not. Even if there were millions of Likes

Demystifying Web Analytics -

Basics o o o o o

Visits Page Views Avr. Time on Site Bounce % of New visits

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Understand the Traffic Sources o Direct Traffic o Referring Sites o Search Engines o Other

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Reduce Bounce Rate o You are looking, first, for pages with the highest bounce rate i.e., single page view sessions o Pages with a high bounce rate are not delivering on the promise that is driving customers to your site o Track this metric, make changes to the page, and look for trends. You want this metric to fall over time as you tweak design, navigation, links

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Focus on Outcomes o Identify two or three metrics that identify outcomes o What would be meaningful for a site selling products? - Sales per visit?  What % of visits signed up for the newsletter?  What % of visits lasted were > 20 mins?  What % of visits viewed > 10 pages?

Know what you are measuring -

E.g., if you want to study sales per visit, do you want to include visits from spiders and robots If you include these visits, you artificially decrease your sales per visit Use data from the same time period for each part of the metric - a day, a week, a month Otherwise comparing them and looking for trends does not work

Break into Segments -

So then we starting the maximize process - instead of looking at the whole site, break into different segments Sales per visit by search engine, Sales by pay-per-click ads Some products on the home page produced higher sales per visit than others. And so on

Get Continuous -

How do you use metrics? Measure, manage, maximize. First you measure & track to see where you are Then you try to manage the metric by making changes to the site - when you make changes, did the metric get better or worse?

Digital Marketing Tips -

Spend 15% of your Marketing budget, every month, on experimenting with new techniques / channels / ideas

8 Customer Promotion Tips 12345678-

If you want buyers, advertise where people buy Behaviour of customers from search engines & banner ads is different 50%-60% will be one-time buyers/visitors. Accept it The only chance you have at getting a first-time buyer to purchase again is to contact them quickly after the first purchase One-time buyers who return their only purchase CAN be better marketing targets than those who don't return their purchase Customers on average will buy down in price over their LifeCycle One $50 1st purchase customer is worth more than two $25 1st purchase customers. Resend a promotion to the same people. You can often get 50% of the first response rate if the original promotion was a targeted one

Latency -

The number of days between two customer events is called "latency" o For example, let's say you look at some average customer behavior. You look at every customer who has made at least 2 purchases, and you calculate the number of days between the first and second purchases. This number is called "latency" - the number of days between two customer events. Perhaps you find it to be 30 days o Now, look at your One-Time buyers. If a customer has not made a second purchase by 30 days after the first purchase, the customer is not acting like an "average" multi-purchase customer. The customer data is telling you something is wrong, and you should react to it with a promotion. This is an example of the data speaking for the customer; you have to learn how to listen o The Drilling Down book and website are all about how to discover, manage, and listen to customer data. The data is speaking for the customer, telling you by its very existence (or non-existence) there has been an action (or non-action) waiting for a reaction

Customer Behaviour -

Retention Marketing requires allocating marketing resources. Some marketing activities & customers will generate higher profits than others It means when you have a choice - instead of spending the same amount of money on every customer, you spend more on some and less on others If you allocate marketing $ towards higher ROI efforts, profits will grow even as the marketing budget stays flat You have to develop a way to allocate resources to the most profitable promotions, deliver them to the right customer at the right time

Past and Current Customer Behaviour -

Past and Current customer behavior is the best predictor of Future customer behavior. Example: o People who are a perfect demographic match for your site, but have never made a purchase online anywhere o People who are outside the core demographics for your site, but have purchased repeatedly online at many different web sites

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If you sent a 20% off promotion to each group, asking them to visit and make a first purchase, which response rate would be higher?

What's a Customer Profile? -

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Customer behaviour is a much stronger predictor of your future relationship than a demographic will ever be They’re both important in their own ways. For someone selling advertising, or deciding on content for a website, the first profile is usually important, because it defines the market for ad sales and provides clues to editorial direction. These are important considerations in attracting customers and generating revenue in the first stages of an online project. The second profile is about action, behavior, and for anybody concerned about what their customers are doing, is more important than the first. Will they visit again? Will they buy again? These are the questions answered by looking at behavior. Customer behavior is a much stronger predictor of your future relationship with a customer than demographic information ever will be. You have to look at the data, the record of their behavior, and it will tell you things. It will tell you "I’m not satisfied." It will tell you "I want to buy more, give me a push." It will tell you "I think your content is boring." I’d argue the second type of profile is more important longer term, because if the customer stops buying from or visiting the site, you’re not going to have much of a chance to serve up the customized pages or ads based on any "profile" given to you. You could customize the heck out of the site based on demographics or selfreported survey data and customers would never see the results if they don’t come back. So for the long haul, if you had to choose the more important profile, the profile based on action and behavior would be more critical to you than a demographic one. Customer behavior profiling is critical to a company interested in keeping customers and increasing their value.

Past and Current Customer Behaviour -

Active customers are happy (retained) customers; and they like to "win." o Promotions encourage interaction of customers

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Retention Marketing is: Action – Reaction – Feedback – Repeat. o Marketing is a conversation & you have to LISTEN to what the customer is saying to you

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2. Active customers are happy (retained) customers; and they like to "win." They like to feel they are in control and smart about choices they make, and they like to feel good about their behavior. Marketers take advantage of this by offering promotions of various kinds to get consumers to engage in a behavior and feel good about doing it. These promotions range from discounts and sweepstakes to loyalty programs and higher concept approaches such as thank-you notes and birthday cards. Promotions encourage behavior. If you want your customers to do something, you have to do something for them, and if it’s something that makes them feel good (like they are winning the consumer game) then they’re more likely to do it

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Retaining customers means keeping them active with you. If you don't, they will slip away and eventually no longer be customers. Promotions encourage this interaction of customers with your company, even if you are just sending out a newsletter or birthday card The truth is, almost all customers will leave you eventually. The trick is to keep them active and happy as long as possible, and to make money doing it

3. Retention Marketing is all about: Action – Reaction – Feedback – Repeat. Marketing is a conversation. Marketing with customer data is a highly evolved and valuable conversation, but it has to be back and forth between the marketer and the customer, and you have to LISTEN to what the customer is saying to you

4Q

1- Why are you here? 2- Was the visit successful? 3- If you were not able to complete your task, why not? 4- Were you satisfied with your experience?

Wikitude and Blippar: Augment my Reality -

AR combines the geolocation features of smartphones to bring together location and context Wikitude is a leading developer of AR technology for smartphones and tablets o Uses features on phones to generate information pulled from Wikipedia, yelp, and other third party services o Most often functions as a travel guide, or as an advertising platform for local businesses o Used by One Direction for their autobiography  Scan pictures to view exclusive photos and videos

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Blippar, a Wikitude competitor, offers tech which allows users to scan items in their environment, then see an overlay of information about that item o Working on facial reconition o Building social profiles based on scans of your face  Like Black Mirror

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Other uses o Trying on clothes o Try on make-up  Sephora o

See what furniture is like in the room  Ikea

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Design  HoloLens

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Gaming  Apple

Branding in the Age of Social Media Idea in Brief CONTEXT -

Companies have sunk billions of dollars into producing content on social media, hoping to build audiences around their brands. But consumers haven’t shown up

WHAT WENT WRONG -

Social media has transformed how culture works. Digital crowds have become powerful cultural innovators—a new phenomenon called crowd culture. They’re now so effective at producing creative entertainment that it’s impossible for companies to compete

THE WAY FORWARD -

While crowd culture has deflated conventional branding models, it actually makes an alternative model—cultural branding—even more powerful. In this approach, brands collaborate with crowd cultures and champion their ideologies in the marketplace

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In the era of Facebook and YouTube, brand building has become a vexing challenge. This is not how things were supposed to turn out A decade ago most companies were heralding the arrival of a new golden age of branding. They hired creative agencies and armies of technologists to insert brands throughout the digital universe. Viral, buzz, memes, stickiness, and form factor became the lingua franca of branding But despite all the hoopla, such efforts have had very little payoff The thinking went like this: o Social media would allow your company to leapfrog traditional media and forge relationships directly with customers o If you told them great stories and connected with them in real time, your brand would become a hub for a community of consumers o Businesses have invested billions pursuing this vision. Yet few brands have generated meaningful consumer interest online  In fact, social media seems to have made brands less significant

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Why Branded Content and Sponsorships Used to Work -

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The rise of new technologies that allowed audiences to opt out of ads—from cable networks to DVRs and then the internet—made it much harder for brands to buy fame Now they had to compete directly with real entertainment. So companies upped the ante. Soon corporations were hiring top film directors and pushing for ever-more-spectacular special effects and production values These early (pre-social-media) digital efforts led companies to believe that if they delivered Hollywood-level creative at internet speed, they could gather huge engaged audiences around their brands. Thus was born the great push toward branded content But its champions weren’t counting on new competition. And this time it came not from big media companies but from the crowd

The Rise of Crowdculture -

Social media has changed everything. Social media binds together communities that once were geographically isolated, greatly increasing the pace and intensity of collaboration Once-remote communities are now densely networked, their cultural influence has become direct and substantial These new crowd cultures come in two flavours: subcultures, which incubate new ideologies and practices, and art worlds, which break new ground in entertainment

1- Amplified subcultures - Today you’ll find a flourishing crowdculture around almost any topic: espresso, the demise of the American Dream, Victorian novels - Back in the day, these subculturalists had to gather physically and had very limited ways to communicate collectively - Social media has expanded and democratized these subcultures. With a few clicks, you can jump into the centre of any subculture, and participants’ intensive interactions move seamlessly among the web, physical spaces, and traditional media 2- Turbocharged art worlds - Producing innovative popular entertainment requires a distinctive mode of organization— what sociologists call an art world. In art worlds, artists gather in inspired collaborative competition: They work together, learn from one another, and play off ideas - Crowdculture has turbocharged art worlds, vastly increasing the number of participants and the speed and quality of their interactions - Now millions of nimble cultural entrepreneurs come together online to hone their craft, exchange ideas, fine-tune their content, and compete to produce hits - The net effect is a new mode of rapid cultural prototyping, in which you can get instant data on the market’s reception of ideas, have them critiqued, and then rework them so that the most resonant content quickly surface Beyond Branded Content -

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While companies have put their faith in branded content for the past decade, brute empirical evidence is now forcing them to reconsider. In YouTube or Instagram rankings of channels by number of subscribers, corporate brands barely appear Gaming comedy is just one of hundreds of new genres that crowdculture has created. Those genres fill every imaginable entertainment gap in popular culture, from girls’ fashion advice to gross-out indulgent foods to fanboy sports criticism. Brands can’t compete, despite their investments Compare PewDiePie, who cranks out inexpensive videos in his house, to McDonald’s, one of the world’s biggest spenders on social media. The McDonald’s channel (#9,414) has 204,000 YouTube subscribers. PewDiePie is 200 times as popular, for a minuscule fraction of the cost It turns out that consumers have little interest in the content that brands churn out. Very few people want it in their feed. Most view it as clutter—as brand spam. When Facebook realized this, it began charging companies to get “sponsored” content into the feeds of people who were supposed to be their fans

Brand Sponsors are disintermediated -

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Social media allows fans to create rich communities around entertainers, who interact directly with them in a barrage of tweets, pins, and posts. Sports teams now hire social media ambassadors to reach out to fans in real time during games, and once the game is over, the players send along insider photos and hold locker-room chats Beyond the major platforms, new media sites like Vevo, SoundCloud, and Apple Music are spurring even more direct digital connections

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Of course, entertainers are still more than happy to take sponsors’ money, but the cultural value that’s supposed to rub off on the brand is fading

How Cultural Branding Builds Icons, Iconic brands are cultural innovators -

They leapfrog the conventions of their categories to champion new ideologies that are meaningful to customers As a result, they enjoy inten...