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Analytics 2.0 - Tom Bets

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Analytics 2.0 SAScon Tom Betts, Head of Web Analytics, FT.com 20 May 2011
Our business model: combined subscription and advertising revenue FT digital circulation increased 50% last year "the information and intelligence gained from readers from a subscription model is a powerful asset“ – John Ridding, CEO, Financial Times Context
[object Object],[object Object],[object Object],[object Object],Before we begin..
Metrics? There’s no magic bullet ,[object Object],[object Object],[object Object],[object Object],[object Object]
Customers are not all made equal Customers are not all made equal
Customers are not all made equal ,[object Object],[object Object],[object Object],Fan Regular Occasional Fly-by
Customers are not all made equal Multichannel: Measure customers not cookies
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Measure customers not cookies
[object Object],[object Object],[object Object],[object Object],[object Object],Know Your Customer Web analytics + customer ID Get data into data warehouse Turbocharge
And know their lifecycle too.. Unaware Interested Customer Repeat customer
The value of linked data Enables eCRM ‘ Who ’ dimension improves ‘ what if ’ analysis Segmented, personalised, trigger-based marketing communications Measure marketing ROI accurately
Customers are not all made equal Multi-platform: mobile analytics
Customers are not all made equal “ My mobile app is highly profitable” Really?
[object Object],[object Object],[object Object],Joining the dots is hard
[object Object],[object Object],[object Object],[object Object],So what do we do?
[object Object],[object Object],[object Object],[object Object],And the benefit?
Summary ,[object Object],[object Object],[object Object]
Thanks! [email_address] / @tomp2 (PS we’re hiring)

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Analytics 2.0 - Tom Bets

  • 1. Analytics 2.0 SAScon Tom Betts, Head of Web Analytics, FT.com 20 May 2011
  • 2. Our business model: combined subscription and advertising revenue FT digital circulation increased 50% last year "the information and intelligence gained from readers from a subscription model is a powerful asset“ – John Ridding, CEO, Financial Times Context
  • 3.
  • 4.
  • 5. Customers are not all made equal Customers are not all made equal
  • 6.
  • 7. Customers are not all made equal Multichannel: Measure customers not cookies
  • 8.
  • 9.
  • 10. And know their lifecycle too.. Unaware Interested Customer Repeat customer
  • 11. The value of linked data Enables eCRM ‘ Who ’ dimension improves ‘ what if ’ analysis Segmented, personalised, trigger-based marketing communications Measure marketing ROI accurately
  • 12. Customers are not all made equal Multi-platform: mobile analytics
  • 13. Customers are not all made equal “ My mobile app is highly profitable” Really?
  • 14.
  • 15.
  • 16.
  • 17.
  • 18. Thanks! [email_address] / @tomp2 (PS we’re hiring)