Presentation made on October 13, 2009 in Toronto for the S.O.R.A seminar. Shows how to develop winning online strategies enabled by web analytics

1. The Business Case for Analytics…
Getting Stakeholders on Board
Marco Bailetti: Momentum
Max Tremblay: Consultant/Digital Fusion Strategist
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2. Agenda draft
Real World Case Study & Challenge
• Eco-system
• Traffic Source/Flow
• The Boardroom
Getting Buy-in
• Overview
• 5 Keys to buy-in
• Top obstacles for buy-in
• Tips on Success
• Questions
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3. Web Eco-System – What does your site do or want to be?
Traffic Ad Play
Portals/Social Media
Brochure Tool
(Canadian Tire) Unarticulated Needs (Workopolis)
Expectations
Basic
Home Page
Needs
Lead Gen Your Web Site Revenue Channel
(EBAY, Indigo)
(Dell, B2B sites)
S.O.R.A – The case for Web Analytics – October 13, 2009 -> Max Tremblay & Marco Bailetti - Confidential 3

4. Realities of your web business
S.O.R.A – The case for Web Analytics – October 13, 2009 -> Max Tremblay & Marco Bailetti - Confidential
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5. Source flow of referring visitors – Building block
Email Conversion Rate
Future
Affiliate High
Growth
Mobile Sources
Social Media
Display Ad
Distribution Partnership
Other competitive sites
SEM
SEO
Co-Brands/White Labels
Base Direct Traffic
S.O.R.A – The case for Web Analytics – October 13, 2009 -> Max Tremblay & Marco Bailetti - Confidential 5

6. Visitor action/activity flow pathing
Conversion Rate
Browse & Bounce
Search
Transactional Behavior
Write text/email
Upload or
download stuff
Sign up to
email
Shop on
ecom
Buy
S.O.R.A – The case for Web Analytics – October 13, 2009 -> Max Tremblay & Marco Bailetti - Confidential 6

7. The dreaded boardroom roasting…
CEO CTO
CFO

8. Web Analytics… draft
• Costs money. (People & technology)
• Doesn’t sell itself.
• Scares People.
• Requires longer term buy-in to be successful.
• Really, really nerdy.
AND IS:
A powerful tool that will enable you to make
better business decisions.
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9. 5 keys to buy-in draft
1. Identify the 4 Stakeholders
2. Meet with stakeholders individually & listen.
3. Deliver the 1 pager
4. Recruit evangelists, show the sizzle
5. Show the ROI, over and over and over.
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10. 4 stakeholders draft
THE MONEY GUY:
•Approves the $. Only one. Final
approval
THE COACH
•Influence internal stakeholders,
navigates the politics, drives the agenda
THE CONSUMER
•End user of new application
THE IT GUY
•Screens suppliers, ensures
compatibility/standards
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11. Deliver the win, get the buy-in draft
THE MONEY GUY THE COACH
Low cost of ownership Recognition
ROI, increased productivity Visibility
Good budget fit Promotion
THE IT GUY THE CONSUMER
Reliability & support Do job better/faster/easier
Integration & compatibility Easy to learn/use
Timely delivery Upgrades their skills
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12. Meet with Stakeholders & Listen
draft
1. Learn about their business
Build credibility. Earn
– How does change impact? trust.
2. Learn about their pain points
Discover what is relevant
– What are the top 2 challenges? & actionable
3. Discuss scenarios (what if?)
Plant a seed. Make it
– What if we did something that their idea
would help address
challenges?
– What could that something
be?
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13. Deliver the 1-pager draft
The 1 pager delivers a concise business case targeted decision
makers & prompts short term action.
• Objective: what you want to do & why.
• Overview: provide background & non-debatable
facts. Include business challenges.
• Strategy: short and longer term strategy
• Execution: details on how the application works,
who will lead, cost & timeline.
• The Benefits: Why do this now? Highlight
benefits that specifically address the pain points
highlighted by the stakeholders
• Next Steps: What needs to happen & when.
TIP Get signatures from stakeholders
13
Source: based on P&G 1-page memo format.

14. Recruit Evangelists & Show the Sizzle
draft
• Passion is contagious. Passion sells.
• Enlist evangelists to sell for you
– Get suppliers to do the heavy lifting
– Share the ‘sound byte’ internally
– Create accounts, get people to use it
• Show the sizzle. Yes, it works.
– The Executive Dashboard
– The cool animations, features & gadgets
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15. Example 3 - e-commerce Purchase Funnel – (all numbers are examples)
Identifying % abandon to
other sections of the site
& may reengage in the
funnel
Identify leakage or top 5
next pages exiting funnel
1. Product : XX%
2. Exited Site: XX%
3. Home Page: X%
4. Login In (time out): X%
5. Unknown (error): X%
Provide estimate of
annual revenue impact
Conversion Rate: XX%
Return Visits: XX% New Visits: XX%
S.O.R.A – The case for Web Analytics – October 13, 2009 -> Max Tremblay & Marco Bailetti - Confidential 15

16. Show the ROI, over and over draft
ROI case needs to be positioned around how web analytics has:
increased revenue, reduce time or reduce costs.
BENEFIT ROI Web Analytics Tools
Increased Revenue •increased paid search ROAS •Campaign tracking
by 25% •Funnel abandonment
•Increased conversion 2% & •Searched keywords
generated incremental 1MM •Content consumed
•Increased advertising revenue
by 20%
Reduced Costs •Reduced CPA (cost per •Campaign tracking
acquisition) by 45% •Referring sources
Reduced Time •Reduce time to market by 4 •Multivariate , A/B testing
weeks •Path analysis
•Reduced research time by
30%
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17. Show the ROI, over and over draft
Make other people look good too as much as
you can.
Radio promotion launched New product launched PR Release
Marketing loves you IT loves you Communications
Loves You
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18. Top obstacles to buy-in draft
1. Status Quo
2. No Business Case
3. Skepticism (data accuracy)
4. Increased visibility
5. Budget
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19. #1. Status Quo draft
We already
If it ain’t broke,
have
don’t fix it. I like my
something.
comfort
zone.
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20. #1. Overcoming Status Quo draft
Remember: Web Analytics is a catalyst for change. Change
can be disruptive and uncomfortable
• Impact of doing nothing  short & long term
opportunity costs
• Benchmark with competitors
• Align with innovation/product development
• Don’t tell stakeholders their baby is…UGLY
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21. The dreaded boardroom roasting…

22. #2 No Business Case
Business questions that need answers!
• What keeps me up at night?
• What/Where are my sources of leads and revenues
• Who are my best customers? How do increase share of wallet?
• How do I build greater engagement and return business
• How do I get my consumers/customers to the right place FAST.
• Which off/online investments is working? What is the ROI/SAC
on SEM, SEO,Display ad, Social media, Affiliate, email?

23. #3 Skepticism (data accuracy) draft
• Manage expectations:
– Data is not 100%, deal with it
– This isn’t a financial tool that hits the GL
• Educate:
– Use web analytics as directional tool (+/-10%)
– Lunch & Learn to explain metrics (i.e. Visitors)
– Understand technical reasons for data anomalies
• Establish credibility:
– Benchmark with trusted sources
– Robust Implementation & continuous updates
– Ensure consistent naming/tagging strategies
– Communicate changes
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24. #4. Increased Visibility draft
Several stakeholders, including IT, marketing and
advertising agencies may feel threatened by increased
visibility & scrutiny of web analytics
• Position web analytics as an opportunity for them
(highlight ROI, increase budget)
• Include them in decision making/usability groups
• Always include them PRE management presentation
• Reassure them that:
– they are still the experts, you are a lowly analytical person
– Web analytics is only one of many factors that measure
performance
• Don’t tell stakeholders their baby is…UGLY
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25. …Your Baby is Ugly draft
• Avoid temptation to
use analytical tools to
pick apart current
budget spend, tools
and decisions
• Focus on constructive
insights AND tell a story
• How can this ENHANCE
what they are doing?
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26. #5. Budget draft
• Share costs with multiple departments (IT,
Marketing, Operations)
• Negotiate with suppliers
• Benchmark web analytics spend vs. other
tactics/costs
• Reinforce your business case:
– ROI
– Opportunity costs
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27. Disclosure - What should your web analytical tool do
•Grow revenue , driving millions in incremental $$$
Rationale for
Web Analytics •Save you bazillions of $$$
•Accelerate speed to market & decision making process
•Track all your online activities
•Easy to use
Web Analytical •Manage all paid search campaigns
tool must have •Track all your banner/display ads anyway you want
channel, size, format
•Manage all email/outbound from open rate to conversion
Used & Fell in
love with
S.O.R.A – The case for Web Analytics – October 13, 2009 -> Max Tremblay & Marco Bailetti - Confidential 27

28. Tips on leveraging your web analytics measurements to success
1. Web Analytics starts with 1-2 business questions
• What are the objectives/goals for my website?
• How can we do better. What is doing well and can we do more/less?
• The type of questions you ask, will determine what is the right solution &
implementation
2. Great People. Everyone has to know and use the tool
• Curiosity is vital combined with a genuine LOVE for data
• Evangelize through the org, the more use it, the more love it
3. Beauty of the web Measure, measure and measure
• Build relevant dashboard with relevant KPI’s
4. Constantly challenge your implementation with Tech/Dev
• Improve page naming. Ensure that you capture full conversion
• Hire the right help and consultants like Marco
5. Don’t assume it is going to be easy or the panacea for all
your ills
S.O.R.A – The case for Web Analytics – October 13, 2009 -> Max Tremblay & Marco Bailetti - Confidential 28

29. draft
QUESTIONS?
Marco Bailetti (Momentum)
(E) Marco.Bailetti@momentum.com
(C):(416) 400-6370
Max Tremblay (Independent Consultant)
(E) maxtremblay100@gmail.com
(C):416-399-0381
(Linked-in): http://www.linkedin.com/in/maxtremblay2009
(T) http://twitter.com/maxtremblay100
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30. draft
Appendix
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31. Case Studies and Examples
• Example 1 – B2C Visitor KPI Acquisition
– What are the most cost effective sources/channels to drive visitor
action on our site?
• Example 2 – Ecommerce Lead Gen & Purchase
Conversion
– What are the most cost effective sources/channels to drive leads,
then purchase conversion and revenue.
S.O.R.A – The case for Web Analytics – October 13, 2009 -> Max Tremblay & Marco Bailetti - Confidential 31

32. Business/Marketing Strategies 101
2010 Business Objectives
Revenue/Profit Targets
Brand Engagement/Health KPI
2008 Strategic Pillars
(Your Company name) is (Your Value Proposition) to (Your Target Market)
5 C’s INSIGHTS & Tactics
Category Competition Company Consumer Customer
Strategy #1.. Strategy #1.. Strategy #1.. Strategy #1.. Strategy #1..
-Tactic #1…
-Tactic #1… -Tactic #1… -Tactic #1… -Tactic #1…
S.O.R.A – The case for Web Analytics – October 13, 2009 -> Max Tremblay & Marco Bailetti - Confidential 32

33. Example 1– KPI B2C Dashboard (#’s are purely fictional)
Compare vs Pick Best Bang for your
previous week, meaningful buck but SEO cost
month, YTD, LY KPI’s difficult to allocate
Main Sub % chg Action #1 Visit/ Action #2 Total Cost/ CPC
Source/Media Section Visitor VYA (Search for) Action #1 email sign up Investment (Visitor) CPA#1 CPA#2
Total Traffic
Direct 2000
1000 2%
5% 6055
5000 5.0 250
Google Total 100 2% 300 3.0 26 $ 100.00 $ 1.00 $ 0.33 $ 3.85
Google SEO 40 10% 200 5.0 20 $ - $ - $ - $ -
Google SEM 60 -5% 100 1.7 6 $ 100.00 $ 1.67 $ 1.00 $ 16.67
MSN Total 200 9% 200 1.0 20 $ 200.00 $ 1.00 $ 1.00 $ 10.00
MSN Messenger 100 0 150 1.5 10 $ 100.00 $ 1.00 $ 0.67 $ 10.00
MSN Big Box 100 2% 50 0.5 10 $ 100.00 $ 1.00 $ 2.00 $ 10.00
Yahoo Total 100 -2% 400 4 40 $ 50.00 $ 0.50 $ 0.13 $ 1.25
Ad Networks Total 200 3% 50 0.25 50 $ 200.00 $ 1.00 $ 4.00 $ 4.00
Other Refering Sites 200 -10% 70 0.35 50 $ - $ - $ - $ -
Email Total 100 25 0.25 10 $ 5.00 $ 0.05 $ 0.20 $ 0.50
Mobile 50 50 1 1 $ - $ - $ - $ -
Affiliate Total 100 10 0.1 15 $ 10.00 $ 0.10 $ 1.00 $ 0.67
Should be able to track Cost per Actions
Compare Channels in
Email, Mobile & Affiliates selected
source
S.O.R.A – The case for Web Analytics – October 13, 2009 -> Max Tremblay & Marco Bailetti - Confidential 33

34. Example 2– Ecommerce Dashboard (#’s are purely fictional)
Last Step Measure
E-com Flow Step 1 What cost per
Check out
lead generation convert best lead
purchase
Main Sub Step 1 % chg Step 5 Conversion Total Cost/ CPL Step CPA
Source/Media Section Lead VYA Check Out Rate Revenue Investment 1 Lead Step 5 ROI
Total Traffic
Direct #REF! 2%
5000 5% 334
250 5.0% $ 2,500.0
Google Total 300 2% 45 15.0% $ 450.0 $ 100.00 $ 0.33 $ 2.22 450%
Google SEO 200 10% 15 7.5% $ 150.0 $ - $ - $ - 1000%
Google SEM 100 -5% 30 30.0% $ 300.0 $ 100.00 $ 1.00 $ 3.33 300%
MSN Total 200 9% 14 7.0% $ 140.0 $ 200.00 $ 1.00 $ 14.29 70%
Yahoo Total 400 -2% 15 3.8% $ 150.0 $ 50.00 $ 0.13 $ 3.33 300%
Ad Networks Total 50 3% 3 6.0% $ 30.0 $ 200.00 $ 4.00 $ 66.67 15%
Other Refering Sites 70 -10% 1 1.4% $ 10.0 $ - $ - $ - 1000%
Email Total 25 3 12.0% $ 30.0 $ 5.00 $ 0.20 $ 1.67 600%
Affiliates Total 10 3 30.0% $ 30.0 $ 10.00 $ 1.00 $ 3.33 300%
Total Paid Total 1355 5% 129 9.5% $ 1,290.0 $ 665.00 $ 0.49 $ 5.16 194%
Should be able to track Email, Return on Investment
Mobile & Affiliates
S.O.R.A – The case for Web Analytics – October 13, 2009 -> Max Tremblay & Marco Bailetti - Confidential 34

35. No Business Case draft
• How does this align with organizational
objectives?
• How does this address stakeholders pain
points?
• Why do you need this now?
• How does this: make money, reduce time or
reduce costs?
35

36. Overview draft
What you get:
• Tools to get buy-in for web analytics
• How to overcome common objections
Who this is for:
• Marketers, IT & business professionals that
want to implement web analytics to improve
their operations and business decisions.
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