1. Creating and Delivering Client Value
Beyond Web Analytics
to Digital Marketing Success

2. Today’s Presenters
Bill Bruno
President, Stratigent LLC
Bill.Bruno@Stratigent.com
(630) 658-2215
@BillBruno
Lee Isensee
Product Marketing Manager, IBM
lisensee@us.ibm.com
@OMLee
2 © 2011 IBM Corporation

3. Transforming The Way Organizations Leverage Data
From one-time engagements to long-term partnerships,
Stratigent can help you build a best-in-class analytics
program by achieving balance across the following areas:
• Strategy
• Implementation
• Benchmarking
• Optimization
3 © 2011 IBM Corporation

4. At IBM, we are harnessing marketing changes is
through Smarter Commerce
Buy Market
Drives intelligent, Insight Strategy Creates
adaptive and personalized and
optimized Buy Market relevant offers
extended supply with unified
Sourcing, controlling Targeted and
chains based on personalized cross-channel
and procurement of
customer goods and services marketing across all marketing
demand customer interactions
Customer
Service Service Sell
Sell
Anticipates Enables
Servicing Selling and fulfillment
behavior and customers and
customer needs of products and
delivers flawless across all services across partners to
customer service interaction all channels buy what they
across all channels want, when and
channels where
4 Engagement © 2011 IBM Corporation

5. At IBM, we are harnessing marketing changes is
through Smarter Commerce
Buy Market
Drives intelligent, Insight Strategy Creates
adaptive and personalized and
optimized Buy Market relevant offers
extended supply with unified
Sourcing, controlling Targeted and
chains based on personalized cross-channel
and procurement of
customer goods and services marketing across all marketing
demand customer interactions
Customer
Service Service Sell
Sell
Anticipates Enables
Servicing Selling and fulfillment
behavior and customers and
customer needs of products and
delivers flawless across all services across partners to
customer service interaction all channels buy what they
across all channels want, when and
channels where
5 Engagement © 2011 IBM Corporation

6. At IBM, we are harnessing marketing changes is
through Smarter Commerce
Buy Market
Drives intelligent, Insight Strategy Creates
adaptive and personalized and
optimized Buy Market relevant offers
extended supply with unified
Sourcing, controlling Targeted and
chains based on personalized cross-channel
and procurement of
customer goods and services marketing across all marketing
demand customer interactions
Customer
Service Service Sell
Sell
Anticipates Enables
Servicing Selling and fulfillment
behavior and customers and
customer needs of products and
delivers flawless across all services across partners to
customer service interaction all channels buy what they
across all channels want, when and
channels where
6 Engagement © 2011 IBM Corporation

7. Web Analytics provides marketers with answers for
increasing return on marketing investments
Web, social, and mobile
analytics
Advanced segmentation
Impression attribution
Multichannel analytics
Customer lifecycle visibility
Benchmark against peers
7 © 2011 IBM Corporation

8. This is the age of the empowered customer
Customers now have Social networking and Customer
unlimited access to mobile commerce expectations of
information and can have dramatically service, price and
instantly share it changed the dynamic delivery are soaring. Get it now or
with the world between buyer and go elsewhere!
seller.
155 million 75% $93 billion
Number of tweets sent Percentage of people who Amount in sales missed due
via Twitter each day believe companies don’t tell to out of stock inventory
the truth in advertisements
8 © 2011 IBM Corporation

9. Today’s customers expect a consistent and relevant
experience across multiple channels and across
sessions
Natural
Display Search
Email Ad
Social
Mobile Came to the site
Paid Mobile Returned via a Became a via Natural
display ad click; Facebook Search, entered
Search Responded to discount code
Purchased newsletter TV picked a product fan and
Calls support recommendation read user and purchased
out-of-stock clearance link at TV
center for on site reviews
Searched blu-ray player
help setting about TVs
for HDTV after scanning
up the blu-ray
on Google QR code in-
player
store
9 © 2011 IBM Corporation

10. Moving From a Schema to a Strategy
10 © 2011 IBM Corporation

11. Moving From a Schema to a Strategy
11 © 2011 IBM Corporation

12. Agenda
Framework for Multi-Channel Analytics
Examples of Integrations
An Approach to Analysis
12 © 2011 IBM Corporation

13. Example Environment
© 2011 IBM Corporation
@BillBruno

14. Three Approaches to Analytics Integrations
Back-end, physical integration
Front-end integration (presentation only)
Integrated strategy (which usually requires both back-end
and front-end integrations)
© 2011 IBM Corporation
@BillBruno

15. Data Integration Classifications
SEPARATE
Data is
collected by
separate tools
Reported
separately
Focus is on
optimizing a
single channel
based on
single channel
inputs
© 2011 IBM Corporation

16. Data Integration Classifications
SEPARATE SUPPLEMENT
Data is Focus is still
collected by on a single
separate tools channel, but
data may be
Reported supplemented
separately to add context
Focus is on
optimizing a
single channel
based on
single channel
inputs
© 2011 IBM Corporation

17. Data Integration Classifications
SEPARATE SUPPLEMENT COORDINATE
Data is Focus is still Integration by
collected by on a single consolidating
separate tools channel, but data collection
data may be or simply by
Reported supplemented displaying data
separately to add context in one view
Focus is on Focus is still
optimizing a on single
single channel channel
based on optimization,
single channel but with more
inputs external inputs
© 2011 IBM Corporation

18. Data Integration Classifications
SEPARATE SUPPLEMENT COORDINATE RELATE
Data is Focus is still Integration by More interest
collected by on a single consolidating in the ways
separate tools channel, but data collection channels relate
data may be or simply by
Reported supplemented displaying data Shared goals
separately to add context in one view but minimal
dependencies
Focus is on Focus is still and channels
optimizing a on single are treated
single channel channel equally
based on optimization,
single channel but with more
inputs external inputs
© 2011 IBM Corporation

19. Data Integration Classifications
SEPARATE SUPPLEMENT COORDINATE RELATE COLLABORATE
Data is Focus is still Integration by More interest Integration is
collected by on a single consolidating in the ways more about
separate tools channel, but data collection channels relate strategy than
data may be or simply by data
Reported supplemented displaying data Shared goals
separately to add context in one view but minimal Focus is on
dependencies optimizing
Focus is on Focus is still and channels toward a
optimizing a on single are treated common goal,
single channel channel equally with each
based on optimization, channel
single channel but with more playing a
inputs external inputs different role
© 2011 IBM Corporation

20. Example: Multiple Channels
© 2011 IBM Corporation

21. Example: Website & Traffic Drivers
© 2011 IBM Corporation

22. Example: Analytics Integrations
Video
1 Integrate Video metrics into your analytics dataset
Voice of Customer
2 Bring attitudinal data into your dataset
CRM
3 Segment your analytics by integrating your CRM system
Affiliate
4 Import affiliate data for your analytics reporting
© 2011 IBM Corporation

23. Example: Facebook & CRM
© 2011 IBM Corporation

24. Example: Social Media Dashboard
© 2011 IBM Corporation

25. Example: Multi-Channel Dashboard
Multi-
© 2011 IBM Corporation

26. Example: Channel-specific KPIs
Channel-
© 2011 IBM Corporation

27. Example: Cross Channel KPIs
© 2011 IBM Corporation

28. Example: Facebook Campaign
© 2011 IBM Corporation

29. Example: Global KPIs
© 2011 IBM Corporation

30. DATA ANALYSIS PROCESS
© 2011 IBM Corporation

31. Data Analysis is a Four Step Process
DEFINE DISASSEMBLE EVALUATE DECIDE
Explicitly state Break the Observe, Make
the problem problem and compare, actionable
you are trying the data into investigate, recommend-
to solve smaller pieces conclude ations
31 © 2011 IBM Corporation

32. State the problem you are trying to solve
DEFINE DISASSEMBLE EVALUATE DECIDE
Be explicit
Beware of biased questions
–For example, if your business driver was Leads, then:
–Wrong Question : “How can we increase page views per visit?”
(Unless you have evidence that PVPV directly influences Leads)
–Better Question: “How can we increase conversions?”
Prioritize based on urgency AND importance
32 © 2011 IBM Corporation

33. Break it into smaller pieces
DEFINE DISASSEMBLE EVALUATE DECIDE
Identify influencers and diagnostics
Segment and drill down
Manage confounders by isolating a control
Create visualizations
Summarize what you know
33 © 2011 IBM Corporation

34. Observe, compare, investigate, conclude
DEFINE DISASSEMBLE EVALUATE DECIDE
Look for relationships, patterns, and anomalies
Make comparisons
– Time Series: How does the data change over time?
– Rank: What is the relative position?
– Composition: What are the constituent parts?
– Distribution: How does it spread out across a range?
– Target: How does it compare to targets or benchmarks?
– Correlation: What is the relationship between two values?
Ask “Why?” and answer “So What?”
34 © 2011 IBM Corporation

35. Make actionable recommendations
DEFINE DISASSEMBLE EVALUATE DECIDE
If you can’t recommend, at least provide next steps
Identify implications associated with each option
Which option would you choose? Leaders always have a
point of view (although perhaps cautious about expressing
it).
Be cautious, but don’t obscure your recommendations with
excessive caveats
Don’t make the same recommendation more than two
consecutive times
35 © 2011 IBM Corporation

36. Turn insight into new opportunities to engage
and retain customers
Loyalty
It takes an average
of 6.8 digital
interactions before
conversion.
Reactivation
If you don’t convert a visitor, someone else likely will.
36 © 2011 IBM Corporation

37. Turn behavioral data into actionable insights
On average, an individual may be
exposed to anywhere from 100 to
500 ads per day.
Marketers need insight into the full customer profile and journey to more
effectively understand and optimize the digital presence of their brands.
37 © 2011 IBM Corporation

38. Q&A
© 2011 IBM Corporation

39. Today’s Presenters
Bill Bruno
President, Stratigent LLC
Bill.Bruno@Stratigent.com
(630) 658-2215
@BillBruno
Lee Isensee
Product Marketing Manager, IBM
lisensee@us.ibm.com
@OMLee
39 © 2011 IBM Corporation

40. © 2011 IBM Corporation