Hallvarsson & Halvarsson on how and why to measure corporate communication online. Presentation from Omniture Summit in Copenhagen, 2008.

1. Omniture Summit
2008, Copenhagen
Strategies for measuring
corporate communication
online

2. What’s the difference?
Commercial Sites Corporate Sites
Clear value on activities Unclear value
Accumulating value by Cost comparison and
increase of activities budget driven
Long term tradition of No tradition of measuring
measuring within departments
Primary focus is growth
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3. Corporate communication online
Ambassadors
Ambassadors
Advertising
Blogs Wikis Authorities
Authorities
...
Competitors
Competitors
Critics
Critics
Web sites
Web sites
Customers
Customers
Employees
Employees
Investors
Investors
Communities Search engines
Journalists
Press releases Journalists
Partners
Partners
Students
Students
Suppliers
Optimize content Prioritize resources Suppliers
Optimize content Prioritize resources
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4. Key success factors
Adopt the reports and KPIs to the internal target audience
Managers -> PowerPoint slide, high level, financial reporting
style
Corp com -> Reach and spread
Business -> Conversion rate – money generated
Processes and culture for continuous improvement based on
insights from analytics
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5. The reports
Internet report | March 2008
oursite.com
VISITORS PERCENT ACTIVE VISITORS ACTIVITY
10 600 68% 7,9
(70%) (7,7)
(11 000)
VISITORS AND ACTIVITY VISITORS TO OTHER COMPANY SITES
15 000 10
15 000
8
10 180
12 529
10 289
10 351
10 867
10 978
10 576
10 576
10 000 6
9 033
9 635
8 374
8 570
7 458
4 Visitors 10 000
5 000
2
0 0 Activity 5 000 1 778 1 281
Oct-07
Aug-07
Sep-07
Dec-07
Feb-08
Jul-07
Apr-07
May-07
Jun-07
Jan-08
Nov-07
Mar-08
258
0
oursite.com oursite.xy oursite.zz oursite.yy
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6. The reports
Internet ad report | .se | * | 2008-04-01–2008-04-14
VISITORS AND CONVERSION RATE PER DAY
Visitors Conversions
Total analyzed visitors Sign-up rate
4 000 0,30%
55
27 896 3 500 0,25%
3 000
0,20%
2 500
(0,20%) 2 000 0,15%
3 586
3 123
2 700
2 070
1 037
1 451
3 417
3 199
3 153
2 858
2 475
1 161
1 550
3 767
1 500 0,10%
1 000
0,05%
500
Definitions
0 0,00%
Visitors: Number of uniquely identifiable
Apr 1
Apr 3
Apr 5
Apr 7
Apr 9
Apr 11
Apr 13
users accessing the web site / part of the web
site or performing a particular action during
the reporting period.
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7. The web analytics process
Web analytics is an ongoing
learning process and
Define
improvement effort Define KPIs
goals and
and other
target groups
measurements
A clear idea of the goals of the
online presence is important
Measure as much as possible Define
and deploy
but analyze only what each improvements
Collect and
stakeholder needs save data
Use analysis as input to
content, design and media- Analyze data
spending decisions
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8. Define goals and target groups
Identify the primary goals of the
online presence
Define
Define KPIs
goals and
Identify the most important and other
target groups
measurements
visitors (not necessarily external)
Identify the most important
content Define
and deploy
Parts of corporate web site / improvements
Collect and
extranet / intranet / campaign sites save data
Vacancy databases
Blogs
Analyze data
Newsletters
Press releases
Annual reports
Community sites
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9. Define KPIs and other measurements
Key performance indicators
Business objectives first
Define
Avoid information overload Define KPIs
goals and
and other
target groups
Get management attention measurements
Focus on web-site and
resource optimization
Define
Actionable reports and deploy
improvements
Collect and
Identify internal stakeholders save data
Appropriate KPIs for each
function in the organization
Analyze data
Plan for ad hoc analysis
Availability of measurements to
study on a less frequent basis
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10. Collect and save data
Plan data collection carefully
Make sure all KPIs are
Define
supported Define KPIs
goals and
and other
target groups
Collect as much as possible measurements
Vacancy databases
Product catalogs
Define
Internal search behavior and deploy
improvements
Internal banners Collect and
Link location save data
Use integration tools
Analyze data
SearchCenter
Genesis (newsletters etc)
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11. Analyze data
Segment visitors
Key visitors / other visitors
Define
By behavior Define KPIs
goals and
and other
target groups
measurements
Scheduled reports
KPI dashboards to stakeholders
Content-owner reports
Define
Standard dashboards / ExcelClient and deploy
improvements
Easy access and sharing Collect and
save data
Ad hoc analysis
Detailed analysis of non-numerical
Analyze data
aspects of statistics
Study of top 100 lists etc
Navigation/search patterns
Data Warehouse, Discover
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12. Define and deploy improvements
Apply resources where they
can give most benefit
Define
Define KPIs
goals and
Fix weak spots when found and other
target groups
measurements
Adapt content to external and
internal search behavior
Define
Including traditional SEO
and deploy
improvements
Learn from navigation behavior Collect and
save data
Make changes and compare
results
Analyze data
A/B testing
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13. TNT Corporate Site
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14. Most desired activities
Read press releases
Download information or read information online
Annual Report
Quarterly Reports
Presentations
Start a subscription for information from the site in e-mail or
RSS format
Apply for jobs
Find correct corporate contact or business contact
Find their way to business sites
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16. Examples of measurements
Corporate
Downloads of key documents
Read press releases
Increase of subscriber base
Pages viewed
Visits generated by RSS or E-mails
Career
Vacancies viewed
Number of applications received
Find the business sites
Click through rate
Number of clicks until click for business site
Leave-and-return rate
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17. Summary
Adopt reporting and
Define
measurement to Define KPIs
goals and
and other
target groups
internal target measurements
groups
Define
and deploy
Make the process improvements
Collect and
save data
part of your daily
communication Analyze data
process
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18. Staffan Lindgren
staffan.lindgren@halvarsson.se