The presentation for a Webinar where I spoke on the benefits of moving clickstream data into a data warehouse.

1. Web Analytics & Data Warehousing
Changing the game for marketing….

2. The game is changing everything we know…
“We can‟t just count eyeballs, conversions, and ratings… A
different way of thinking is called for.
It‟s all “personal” now. Marketers have to ask a new question –
„How do we solve this interesting problem‟ You have the data.
But now what are going to do with it? That‟s the opportunity.”
Seth Godin
The Omniture Summit
March, 2010

3. But it’s not changing what we do….
Using data to drive
business value – is
still about deriving
insight to effect
change.

4. There’s so much more data now…
Web site data is used
to drive business value.
Web analytics tools are
built to drive customer
acquisition insight
But Web data can &
should tell us so much
more about customers.

5. Marketing people hate math….
With more responsibility
the need for deeper
insight and less stats.
The need for in-depth
trends - 360° analysis
Gaps in Web Analytics
Tools are widening…

6. Mind the gap…..
The 4 C‟s
Counts, clickpaths,
conversions & computers
Value through our acquisition
and our engagement
funnel…
We‟re not getting the
whole picture from Web
Analytics…

7. Today’s WA built for mediocrity

8. Today’s WA built for mediocrity
Vast amounts of WA data
that goes unused
It‟s not just the 2% who
converted… It‟s the 98%
who didn‟t…
…and who are those
2%?

9. The New Marketing Funnel…
Use Clickstream
Data in concert
with other data.
Inform the CMO
about the complete
customer lifecycle

10. Layering in a solution to the data stream…
Speed up the data
Processing. Speed is
king.
Handle all of the
different types of data
without writing custom
apps.

11. Safety tips…
1. It‟s iterative. Walk before
you run. DW is scary to
marketers.
2. With marketing it‟s mostly
speed. Not depth. Decisions
are sometimes subjective
3. Dashboards should be
dashboards not a thesis.

12. Thanks….
“Most importantly [good CMO‟s] will make the leap from
providing fuzzy marketing metrics to clear business metrics
that the CEO and CFO care about because
they drive the bottom line.”
Josh James
CEO Omniture
The Omniture Summit
March, 2010

13. Photo Credits.
Paulo Brandao
Maison Bisson
Sylvain Bourdos
Byrne 7214
Tim Cummins