>

Omniture Training <

Smart Data Driven Marke.ng

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> Background
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> What we do
Data
Pla;orms

Insights
Repor=ng
Data mining and modelling Customised dashboards Media aMribu=on models Market and compe=tor trends Social media monitoring Online surveys and polls Customer proling

Ac=on

Data collec=on and processing Web analy=cs solu=ons Omniture, Google Analy=cs, etc Tag-less online data capture End-to-end data pla;orms IVR and call center repor=ng Single customer view

Applica=ons

Data usage and applica=on Marke=ng automa=on Alterian, Trac=on, Inxmail, etc Targe=ng and merchandising Internal search op=misa=on CRM strategy and execu=on Tes=ng programs

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> Corporate data journey

Stage 1 Stage 2

Data
Sophis.ca.on

Insights

Ac=on
Stage 3

Third par.es control most data, ad hoc repor.ng only, i.e. what happened?

Data is fully owned in-house, advanced predic.ve modelling Data is being brought in-house, shiI towards and trigger based insights genera.on and marke.ng, i.e. what will happen and data mining, i.e. why making it happen! did it happen?
Time, Control

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> Smart data driven marke=ng

Metrics Framework

Metrics Framework

Benchmarking and trending

Media AMribu=on
Op=mise channel mix Increase relevance

Benchmarking and trending

Targe=ng Tes=ng $$$

Improve usability

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> Web Analy=cs

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> Measuring Online Success

Campaign spend ($$$) 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 conrma.on, applica.on submiOed, etc

Conversion income ($$$$$)

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> Addi=onal success metrics

Click Through

?
Add To Cart Cart Checkout

Click Through

Click Through

Page Bounce

Page Views

Product Views

Click Through

Product View

Call back request

Phone Sale

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> Conversion Funnel Maps

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> AIDA and AIDAS formulas

Old media New media

Awareness

Interest

Desire

Ac=on

Sa=sfac=on

Social media

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> Simplied AIDAS funnel

Reach
(Awareness)

Engagement
(Interest & Desire)

Conversion
(Ac.on)

+Buzz
(Sa.sfac.on)

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> Its all about people numbers

People reached

40%

People engaged

10%

People converted

1%

People delighted

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> New consumer decision journey

The consumer decision process is changing from linear to circular.

Online research Change increases the importance of experience during research phase.
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> The consumer data journey

To transac=onal data To reten=on messages

From suspect to
Time

prospect

To customer
Time

From behavioural data

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From awareness messages

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> Increase revenue by 10-20%

Capture internet trac
Capture 50-100% of fair market share of trac

Increase consumer engagement

Exceed 50% of best compe.tors engagement rate

Capture qualied leads and sell Building consumer loyalty

Convert 10-15% to leads and of that 20% to sales

Build 60% loyalty rate and 40% sales conversion

Increase online revenue

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Earn 10-20% incremental revenue online

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> Coordina=on across channels

Genera=ng awareness
TV, radio, print, outdoor, search marke.ng, display ads, performance networks, aliates, social media, etc

Crea=ng engagement
Retail stores, in-store kiosks, call centers, brochures, websites, mobile apps, online chat, social media, etc

Maximising revenue
Outbound calls, direct mail, emails, social media, SMS, mobile apps, etc

O-site targe=ng
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On-site targe=ng
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Prole targe=ng
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New vs. returning visitors

AU/NZ vs. rest of world

> Automa=c Anity Segmenta=on

Skiing Content

Rugby Content

Anity Skiing

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What is likely to maximise conversion?

> Targe=ng matrixes

Purchase Cycle Default, awareness Research, considera=on Purchase intent Reten=on, up/cross-sell
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Segments: Colour, price, product anity, etc Have you seen A? A has great features! A delivers great value! Why not buy B? Have you seen B? B has great features! B delivers great value! Why not buy A?
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Media Channels Display, search, etc Search, website, etc Website, emails, etc Direct mails, emails, etc

Data Points Default Ad clicks, prod views Cart adds, checkouts Email clicks, logins, etc
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> What is Omniture?

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> Omniture is a BEAST!

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Omniture SiteCatalyst

> Omniture SiteCatalyst Outline

How it works The data structure Key Variables Classica.ons Examples
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> How it works

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
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> Basic Data Structure

.me 12:30 Sat 12:31 Sat 12:32 Sat Visitor ID 12345567 13323222 13323222 Events event1,event2 event3 event5 campaign p:sem direct products pageName 102,103 travel:why:skiiing travel:home 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
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March 2011

> Events become counters

pageName travel:home event1 0 event2 1 0 event3 0 1 event4 0 0 event5 1 0 travel:why:skiiing 1

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
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> Types of Variables

PageName think site structure Products what are you selling Campaign where did people come from Props What happened on a page Evars Something you learned about the visitor
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> The PageName Variable

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> KPIs Depend On Solid Founda=on

Business Objec.ves
1 2 3

KPIs
Founda.on

Web Analy.c Data

Key Performance Indicators also depend on a solid founda.on of well- dened page names, content hierarchy, and report suite architecture. Without these building blocks in place, making decisions and taking ac.on on the data will prove dicult.

> User-friendly Page Names

Dening a good page naming strategy is one of the most important steps in maximizing Web analy.cs success. In order to help people understand the performance of site content, TA should consider crea.ng more user-friendly page names. You will need to create page names that are contextual, clear, and concise.
Three Cs of Eec.ve Page Naming
Context: Include directory structure or content hierarchy in the page name to help users orient the page within the site and simplify report ltering. Clarity: Ensure the page name is clear and easily iden.able for infrequent users. Conciseness: Keep the page name as short as possible to maximize limited character space.

> Structure of a Quality Page Name

Will users know what page this is?
Clarity is an overarching concern for the en.re page name.

Clarity Which neighborhood?

A Friendly Page n the URL Context focuses o Name has structure stem, which helps two parts: URL structure to iden.fy specic page stem and where a page resides. name.

Context directory:subdirectory:sub-subdirectory:specic page name

URL structure stem

Conciseness

Use US instead of United States?

Conciseness primarily focuses on making the URL structure stem as short as possible. The specic page name part should also be as concise as possible but most of the emphasis will be on the stem.

> PageNames should be like Pyramids

> Content Hierarchy

Site Sec.on Level Dierent aggrega.ons of content data will allow you to iden.fy key paOerns at higher levels and then drill into specic details at lower levels
Page Type

Sub Sec.on Level

Page Level

> Page Naming Examples

Good Page Naming
vs.

Bad Page Naming

Clear and user-friendly More concise Easy to filter and search Consistent format

Unclear and confusing Too long (URLs) Awkward to filter and search Inconsistent format

> Sample Page Naming

Sample page name: Travel: things to do: snowboarding site sec.on Sub Sec.on

Page names could leverage the bread crumbs on each page. The bread crumb captures the page CONTEXT as it reveals the loca.on of each page. The sec.on, department, and category of each page should go into each page name for page ltering purposes. NOTE: Page names should not be exact copies of the bread crumb because for example Home > is unnecessary and other text in the bread crumb may need to be abbreviated for CONCISE page names.

hOp://www.newzealand.com/things_to_do/snowboarding/index.html
2007 Omniture Inc., Conden.al & Proprietary

> Page Naming Op=ons

Recommended 1. Server-side: Use server-side logic to populate page name for each web page. 2. Hard-code: Manually set page name on each web page. Use With Cau2on 3. PageName plug-in: JavaScript plug-in strips hOp:// www.domain.com/ from URL page names. Not Recommended 4. Leave blank: SiteCatalyst defaults to page URL. 5. Document.=tle: Uses the .tle of each page instead of URL.

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> The Campaign Variable

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> External Campaign Tracking

Campaigns demand very special aOen.on within a global type structure.
Dont duplicate tracking codes for disparate campaigns Use structured tracking codes: cid=e:tar:0003

As a best prac.ce, we recommend crea.ng uniform tracking codes.

Examples: cid=a:033007 a ags aliate campaign cid=e:033007 e ags email campaign cid=sem:g:033007 sem:g signies Google and is a paid search campaign

All Marke.ng

Aliates Emails Online Marke.ng Redirects

U.lize SAINT to upload valuable meta data for analysis

Other

> TNZ Campaign Setup

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> The Products Variable

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> The Products variable

Is for things that directly generate $$ Can store mul.ple values Can store $ value, quan..es Can increment other events (tax, etc) Is commonly used for SKU codes, product codes, product names, etc
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Product Classica=ons
Product pages are a key focus of repor.ng and analysis. Populate the s.products variable with all product IDs viewed on a page. In order to gain more insights into these important pages, you can leverage SiteCatalysts SAINT classica.on tool to upload metadata with dierent product aOributes into SiteCatalyst. Able to analyze the conversion performance of its product pages by aggregated product aOributes such as category, subcategory, region, facili.es, accommoda.on type, star ra.ng, etc. All meta data is .ed to the specic product id 12345

67891

23456

s.products="; 12345,; 67891,; 23456"

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> Props
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> Props (custom trac)

Informa.on related to a par.cular page load. i.e. not 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 specic events) Example usage: Internal Search Keywords, Tags, etc

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> Evars
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> Evars (custom conversion)

Evars are like props except the value remains with the user un.l it is set with a dierent value Think of these as labelling the user User them to create segments, such as new/repeat visitor, category anity, customer/non-customer, etc Once you set an evar for a user, custom events will con.nue to register against the evars value

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> Classica=ons
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> Classica=ons are labels

Q. Show me revenue by brand? Q. Show me which product categories had the most views? Q. Did we see increased trac for products we recently adver.sed on TV? product 001 002 003 004 005 006 007 Category TV Internet Internet Accessory TV Internet Name Samsung plasma NetGear N50 Netgear G800 Headphones Sony LCD Wireless modem Brand Samsung Netgear Netgear Samsung Sony Sony Alcatel Prot Band TV Ad - 7 days High Low Medium Low Low High Low No No No Yes No Yes No
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Mobile Phone Samsung Galaxy

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> SAINT: Campaigns Classica=ons

By u.lizing the SAINT classica.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 non-branded, etc Product: Name, Category, Brand, etc Customer ID: Protability, segment, churn risk, demographics, loca=on, etc
XID AOributes

SAINT

The process of assigning aOributes through SAINT can be automated via FTP Classica.ons can be updated at any .me and will change all data retrospec.vely, because they are a label and do not change the underlying variable value and the data recorded against it.

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Things to think about

> Cookie expira=on impact

Paid Search Bid Mgmt

Banner Ad Click

Banner Ad View

Ad Server

Expira=on

Email Blast

Email Pla;orm

Organic Search

Google Analy=cs

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> Unique visitor overes=ma=on

The study examined data from two of the UKs busiest ecommerce websites, ASDA and William Hill. Given that more than half of all page impressions on these sites are from logged-in users, they provided a robust sample to compare IP-based and cookie-based analysis against. The results were staggering, for example an IP-based approach overes.mated visitors by up to 7.6 .mes whilst a cookie-based approach overes=mated visitors by up to 2.3 =mes.
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Source: White Paper, RedEye, 2007

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> Maximise iden=ca=on points

160% 140% 120% 100% 80% 60% 40% 20%
0 4 8 12 16 20 24 28 32 36 40 44 48

Probability of iden.ca.on through Cookies

Weeks
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Omniture Test and Target

> Sample site visitor composi=on

30% new visitors with no previous website history aside from campaign or referrer data of which maybe 50% is useful 30% repeat visitors with referral data and some website history allowing 50% to be segmented by content anity 10% serious prospects with limited prole data
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30% exis=ng customers with extensive prole including transac.onal history of which maybe 50% can actually be iden.ed as individuals
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> Prospect targe=ng parameters

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> Anity re-targe=ng in ac=on

Dierent type of visitors respond to dierent ads. By using category anity targe.ng, response rates are liIed signicantly across products.
Message Blackberry Bold CTR By Category Anity Postpay Prepay Broadb. Business

+ -

+ + -

+ + +
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Google: vodafone omniture case study or hMp://bit.ly/de70b7

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5GB Mobile Broadband Blackberry Storm 12 Month Caps

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> Customer proling in ac=on

Using website and email responses to learn a liOle bite more about subscribers at every touch point to keep rening proles and messages.

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> Tes=ng matrixes

Test Test #1A Test #1B Segment Content KPIs Poten=al Results

New Conversion Next step, prospects form A order, etc New Conversion Next step, prospects form B order, etc New Conversion Next step, prospects form N order, etc

? ? ? ?

? ? ? ?
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Test #1N

?
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> Keys to eec=ve targe=ng

1. 2. 3. 4. 5. 6. 7. 8. Dene success metrics Dene and validate segments Develop targe.ng and message matrix Transform matrix into business rules Develop and test content Start targe.ng and automate Keep tes.ng and rening Communicate results
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March 2011

SuperTagging

> SuperTag code architecture

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 re-targe.ng Enables live chat implementa.on
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Appendix

PageNaming Op=ons Pros / Cons

Pros
Server-side Hard-code Page Name Plug-in
Provides flexibility to create friendly page names Logic automates page naming process Free to create friendly page name that isnt bound by URL or page title Requires less effort to create page names Shortens URL page names and makes them more manageable Requires no effort

Cons
Only applies to dynamic pages Flexibility depends on platform Ongoing diligence to ensure logic doesnt break in future Can be labor-intensive Doesnt apply to dynamic pages Must be careful when using pages as boilerplates Only recommended for sites with well-defined URL structures Can still lead to long page names Wont aggregate a page with different URL variations Problematic with dynamic pages URL page names can be long and unwieldy Limited character space is wasted on domain root Wont aggregate a page with different URL variations Problematic with dynamic pages Page titles arent 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)

Leave Blank (defaults to URL) Document.title

Requires little effort to set up