Weitere ähnliche Inhalte Mehr von Christian Bartens (20) Kürzlich hochgeladen (20) Amnesia Razorfish Omniture Training6. >"Measuring"Online"Success"
March&2011&
%"
Conversion&funnel&
Product&page,&start&a&form,&download&content,&watch&
content,&add&to&shopping&cart,&view&shopping&cart,&cart&
checkout,&payment&details,&shipping&informa.on,&order&
confirma.on,&applica.on&submiOed,&etc&
Conversion&income&($$$$$)&
Campaign&spend&($$$)&
©&Datalicious&Pty&Ltd& 7&
9. Awareness" Interest" Desire" Ac=on" Sa=sfac=on"
>"AIDA"and"AIDAS"formulas""
March&2011& ©&Datalicious&Pty&Ltd& 10&
Social&media&
New&media&
Old&media&
15. >"Coordina=on"across"channels""""
May&2011& ©&Datalicious&Pty&Ltd& 16&
OffDsite"
targe=ng"
OnDsite"
targe=ng"
Profile""
targe=ng"
Genera=ng"
awareness"
Crea=ng"
engagement"
Maximising"
revenue"
TV,&radio,&print,&
outdoor,&search&
marke.ng,&display&
ads,&performance&
networks,&affiliates,&
social&media,&etc&
Retail&stores,&inHstore&
kiosks,&call¢ers,&
brochures,&websites,&
mobile&apps,&online&
chat,&social&media,&etc&
Outbound&calls,&direct&
mail,&emails,&social&
media,&SMS,&mobile&
apps,&etc&
21. Purchase"
Cycle"
Segments:"Colour,"price,"
product"affinity,"etc"
Media"
Channels"
Data""
Points"
Default,"
awareness"
Have"you""
seen"A?"
Have"you""
seen"B?"
Display,"
search,"etc"
Default"
Research,"
considera=on"
A"has"great""
features!"
B"has"great""
features!"
Search,"
website,"etc"
Ad"clicks,"
prod"views"
Purchase"
intent"
A"delivers"
great"value!"
B"delivers"
great"value!"
Website,"
emails,"etc"
Cart"adds,"
checkouts"
Reten=on,"
up/crossDsell"
Why"not"
buy"B?"
Why"not"
buy"A?"
Direct"mails,"
emails,"etc"
Email"clicks,"
logins,"etc"
>"Targe=ng"matrixes"
March&2011& ©&Datalicious&Pty&Ltd& 22&
26. >"How"it"works"
March&2011& ©&Datalicious&Pty&Ltd& 27&
! Collect&info&from&the&page&(.tle,&url,&
referrer,&sec.on,&content,&.me,&day,&etc)&
! Collect&info&on&the&user&(new/repeat,&
segments,&customer/prospect,&interests,&
etc)&
! Take&all&the&above&and&request&it&as&a&URL&
! Collect&the&info&above&into&a&database&
27. >"Basic"Data"Structure"
March&2011& ©&Datalicious&Pty&Ltd& 28&
.me& Visitor&ID& Events& campaign& products& pageName&
12:30&Sat…& 12345567& event1,event2& p:sem& 102,103& travel:why:skiiing&
12:31&Sat…& 13323222& event3& direct& travel:home&
12:32&Sat…& 13323222& event5& travel:why:skiiing&
• Every&request&(pageview)&to&Omniture&becomes&a&new&row&
• Think&of&it&as&a&giant&spreadsheet&
• Events&are&grouped&together&
• Products&are&grouped&together&
• Custom&variables&are&also&available&
&
28. >"Events"become"counters"
March&2011& ©&Datalicious&Pty&Ltd& 29&
pageName& event1& event2& event3& event4& event5&
travel:why:skiiing& 1& 1& 0& 0& 1&
travel:home& 0& 0& 1& 0& 0&
• This&is&how&reports&show&actual&numbers&
• Events&are&counted&against&each&variable&value&in&the&same&
row&
• When&thinking&of&a&visit,&all&rows&of&a&par.cular&visitorID&in&a&
session&.me&window&are&added&together&
&
46. >"Props"(custom"traffic)"
March&2011& ©&Datalicious&Pty&Ltd& 47&
• Informa.on&related&to&a&par.cular&page&load.&i.e.¬&relevant&
outside&the&scope&of&that&pageview&
• You&get&up&to&75&to&customise.&
• They&can&contain&lists&of&mul.ple&items&
• Are&essen.ally&counters&for&things&that&have&names&(as&
opposed&to&“events”,&which&are&counters&for&specific&events)&
• Example&usage:&Internal&Search&Keywords,&Tags,&etc&
48. >"Evars"(custom"conversion)"
March&2011& ©&Datalicious&Pty&Ltd& 49&
• Evars&are&like&props&except&the&value&remains&with&the&
user&un.l&it&is&set&with&a&different&value&
• Think&of&these&as&labelling&the&user&
• User&them&to&create&segments,&such&as&new/repeat&
visitor,&category&affinity,&customer/nonHcustomer,&etc&
• Once&you&set&an&evar&for&a&user,&custom&events&will&
con.nue&to®ister&against&the&evars&value&
50. March&2011& ©&Datalicious&Pty&Ltd& 51&
>"Classifica=ons"are"labels"
product" Category" Name" Brand" Profit"Band" TV"Ad"D"7"days"
001& TV& Samsung&plasma& Samsung& High& No&
002& Internet& NetGear&N50& Netgear& Low& No&
003& Internet& Netgear&G800& Netgear& Medium& No&
004& Mobile&Phone& Samsung&Galaxy& Samsung& Low& Yes&
005& Accessory& Headphones& Sony& Low& No&
006& TV& Sony&LCD& Sony& High& Yes&
007& Internet& Wireless&modem& Alcatel& Low& No&
Q.&Show&me&revenue&by&brand?&
Q.&Show&me&which&product&categories&had&the&most&views?&
Q.&Did&we&see&increased&traffic&for&products&we&recently&adver.sed&on&TV?&&
51. XID&
AOributes&
>"SAINT:"Campaigns"Classifica=ons"
! By&u.lizing&the&SAINT&classifica.on&template,&you&can&
con.nue&to&upload&meta&data&for&each&variable&
! Meta&data&examples:&
– Campaign:"Name,"Channel,"Owner,"Paid"vs"Nonpaid,"
Branded"keywords"vs"nonDbranded,"etc"
– Product:"Name,"Category,"Brand,"etc"
– Customer"ID:"Profitability,"segment,"churn"risk,"
demographics,"loca=on,"etc"
! The&process&of&assigning&aOributes&through&SAINT&can&be&
automated&via&FTP&
! Classifica.ons&can&be&updated&at&any&.me&and&will&
change&all&data&retrospec.vely,&because&they&are&a&label&
and&do¬&change&the&underlying&variable&value&and&the&
data&recorded&against&it.&
SAINT&
63. Test" Segment" Content" KPIs" Poten=al" Results"
Test"#1A""
New"
prospects"
Conversion"
form"A"
Next"step,"
order,"etc" ?" ?"
Test"#1B"
New"
prospects"
Conversion"
form"B"
Next"step,"
order,"etc" ?" ?"
Test"#1N"
New"
prospects"
Conversion"
form"N"
Next"step,"
order,"etc" ?" ?"
?" ?" ?" ?" ?" ?"
>"Tes=ng"matrixes"
March&2011& ©&Datalicious&Pty&Ltd& 64&
66. >"SuperTag"code"architecture""
March&2011& ©&Datalicious&Pty&Ltd& 67&
! Central&JavaScript&container&tag&
! One&tag&for&all&sites&and&pla|orms&
! Hosted&internally&or&externally&
! Faster&tag&implementa.on/updates&
! Eliminates&JavaScript&caching&
! Enables&code&tes.ng&on&live&site&
! Enables&heat&map&implementa.on&
! Enables&redirects&for&A/B&tes.ng&
! Enables&network&wide&reHtarge.ng&
! Enables&live&chat&implementa.on&
68. PageNaming"Op=ons"–"Pros"/"Cons"
"
Server-side ! Provides flexibility to create
friendly page names
! Logic automates page
naming process
! Only applies to dynamic pages
! Flexibility depends on platform
! Ongoing diligence to ensure logic doesn t break in future
Hard-code ! Free to create friendly page
name that isn t bound by
URL or page title
! Can be labor-intensive
! Doesn t apply to dynamic pages
! Must be careful when using pages as boilerplates
Page Name
Plug-in
! Requires less effort to create
page names
! Shortens URL page names
and makes them more
manageable
! Only recommended for sites with well-defined URL
structures
! Can still lead to long page names
! Won t aggregate a page with different URL variations
! Problematic with dynamic pages
Leave Blank
(defaults to URL)
! Requires no effort ! URL page names can be long and unwieldy
! Limited character space is wasted on domain root
! Won t aggregate a page with different URL variations
! Problematic with dynamic pages
Document.title ! Requires little effort to set
up
! Page titles aren t always unique to a page
! Can be long and contain unnecessary keywords (SEO)
! May change frequently (SEO)
! Problems caused by translation tools (e.g., Babel Fish)
Pros& Cons&