Integrated Analytics: Connecting the Pieces While the sophistication and depth of business metrics has improved dramatically in recent years, analytics are still largely siloed in most companies. From paid search, to web metrics, sales results, call center activities, social interactions, and other pockets of data, we must look at an integrated approach to gaining 360° visibility. During this session we'll look at some recent enhancements in metrics, new areas of growth and ways to collect and combine data for a holistic look at performance across your business. James Bake, Digital Marketing & Metrics, Hanson Inc.

1. Online Marketing Summit Cleveland, OH | June 7, 2010 Integrated Analytics: Connecting the Pieces James BakeDigital Marketing and Metrics Hanson Inc. 1

2. Manager, Digital Marketing and Metrics at Hanson, Inc. Hanson is a full service digital agency, 75+ employees 8+ years as a branding, advertising and marketing strategist Google Analytics Certified Google Advertising Professional Certified Trained as an Omniture Advanced User Manage multi-million dollar ad campaigns 6/2/10 2 Hi, I’m James!

3. Bridging the Distance Between Data and Actionable Insights 3

4. 80% believe ROI from online marketing activities is important to measure, but only 31% of marketers can effectively measure it. Source: 2010 Omniture Online Analytics Benchmark Survey 6/2/10 4

5. 6/2/10 5 Current Landscape Email/SMS NaturalSearch Call Center Website Paid Search Display Media Online Videos/Photos Social Convers-ations Local Marketing Efforts

6. 6 More Actionable Insight

7. Obtain a correlated view of customer interactions across many channels Identify opportunities for holistic enhancement Optimize marketing campaigns to improve ROAS Lower overall marketing cost by allocating money/resources where they best fit 6/2/10 7 Benefits of Integrated Analytics

8. Understand key components Identify core KPIs in each channel Identify synergies across channels Balance connected data 6/2/10 8 Steps In Planning

9. What are all the elements of your marketing program? What are the reasons each is being undertaken? Build Awareness Drive Traffic Motivate Conversion Maintain Customers Improve Frequency andVolume of Purchase 6/2/10 9 1. Key Components

10. Email Opens, Clicks, Subscribes, Bounce Rate Banners Impressions, Clicks, CTR, Cost Web Site Engagement metrics: visits, return visits/frequency Success metrics: document downloads, specific page views, tool usage, leads, purchases Call Center Number of calls, length of call, dropped calls, successful resolution 6/2/10 10 2. Core KPI Examples

11. Email driving Web Sales $Web Sales ÷ Clicks Email driving Web Leads and KPIs Leads ÷ Clicks Social support and Call Center efficiencies Support views ÷ Calls Display Ads and Natural Search Ad Impressions ÷ Natural Search Visit Growth 6/2/10 11 3. Synergies

12. Time needs to be correlated/rolled-up Days, Weeks, Months Some data may need translation or cross-referencing Zip code to market location Keep your “instances” and “people” the same All Visits vs. Unique Visits Some similar interactions should be weighted differently Video views vs. email views 6/2/10 12 4. Balancing Data

13. Google Analytics APIs and Custom Application Store Custom Analytics “Plug-Ins”, like Tealium Video Engagement Reporting Connected Devices: Google TV, Digital Billboards, Mobile Devices 6/2/10 13 Advances in Analytics

14. Some Examples 6/2/10 14

15. Display Ads + Natural Search + Leads/Sales Email Marketing + Web Site + Leads/Sales Web Site + Call Center + Leads/Sales Social Media + Web Site + Leads/Sales 6/2/10 15 Consolidated Analytics Examples

16. 6/2/10 16 Display Ads + Natural Search + Leads/Sales Added Impact of Impressions

17. 6/2/10 17 Display Ads + Natural Search + Leads/Sales Online visitors who view display ads are 60% more likely to search for that brand in the following week.Source: Yahoo Case Study Online Marketing Display Ads

18. 6/2/10 18 Display Ads + Natural Search + Leads/Sales Online visitors who view display ads are 60% more likely to search for that brand in the following week.Source: Yahoo Case Study Brand Awareness Online Marketing Display Ads

19. 6/2/10 19 Display Ads + Natural Search + Leads/Sales Online visitors who view display ads are 60% more likely to search for that brand in the following week.Source: Yahoo Case Study Brand Awareness LOWPERFORMANCE Online Marketing Stop Display Ads Display Ads

20. 6/2/10 20 Display Ads + Natural Search + Leads/Sales Online visitors who view display ads are 60% more likely to search for that brand in the following week.Source: Yahoo Case Study Increase in Natural Search Brand Awareness Online Marketing Display Ads

21. 6/2/10 21 Display Ads + Natural Search + Leads/Sales Online visitors who view display ads are 60% more likely to search for that brand in the following week.Source: Yahoo Case Study LOWPERFORMANCE Online Marketing No Display Ads Display Ads Decrease in Natural Search

22. 6/2/10 22 Display Ads + Natural Search + Leads/Sales Online visitors who view display ads are 60% more likely to search for that brand in the following week.Source: Yahoo Case Study Increase in Natural Search Brand Awareness LOWPERFORMANCE Online Marketing No Display Ads Display Ads Decrease in Natural Search

23. 6/2/10 23 Email Marketing + Web Site + Leads/Sales Understanding the other side of the click through

24. Connecting email campaigns to website activity via integrated analytics Applying tracking tags to every link (Google Analytics Link Builder) Segment email traffic from other traffic Using advanced segments or filters Segment different link types and lists to understand relation to KPIs A link to a featured product vs. support page 6/2/10 24 Email Marketing + Web Site + Leads/Sales

25. 6/2/10 25 Segmentation of Email

26. Understand not only basic email metricsbut also correlation between email andwebsite metrics Understand enhancements to email content by segmenting different link topics or email themes/subjects 6/2/10 26 Email Marketing + Web Site + Leads/Sales

27. Matching Needs to Support Vehicles and Optimizing for Effectiveness 6/2/10 27 Web + Call Center + Leads/Sales

28. Identifying opportunities to provide the right solutions for customers Right message, right place, right time Work with call centers to combine efforts, create efficiencies and tools to improve customer experience Look at correlation of calls (and call types and resolutions) vs. visits (and audiences) over time 6/2/10 28 Web + Call Center + Leads/Sales

29. Collaborating with call center to identify trends and areas for coordination 6/2/10 29 Web + Call Center + Leads/Sales

30. Test support programs to understand impact on customer satisfaction Move from customer acquisition to customer relationship building / shift in what types of support are offered in each place Using vanity phone numbers you can track online/offline activities to understand impact on call centers 6/2/10 30 Web + Call Center + Leads/Sales

31. Tying Conversations to Conversion 6/2/10 31 Social Media + Web Site + Leads/Sales

32. Track conversations toKPIs/conversions: Tealium Social Media Apply tracking tags to site Manage list of “interesting” conversation URLs Segment social traffic from other traffic 6/2/10 32 Social Media + Web Site + Leads/Sales

33. 6/2/10 33 Social Media + Web Site + Leads/Sales Click-through View-through

34. 6/2/10 34 Social Media + Web Site + Leads/Sales

35. True ROI measurement of Social Media True comparison of social media with other online marketing functions – banners, emails, SEM Social media marketers / online PR professionals can get true credit for site traffic spikes 6/2/10 35 Social Media + Web Site + Leads/Sales

36. Summary 6/2/10 36

37. Better understanding of your customer Better understanding ofthe true ROI of marketingacross all channels Maximize your budgets, time and resources Measurement alone is not enough: work together to act on the data. 6/2/10 37 Key Takeaways

38. James Bake Digital Marketing and Metrics, Hanson Inc. e: James.Bake@hansoninc.com p: 419.327.6100 linkedin: LinkedIn.com/in/jamesbake 38 Questions? Feedback?

39. 39 Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit