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Driving BottomLine ImpactwithEngagementAnalyticsNew Web Metricsfor Fewer Headaches& More Insights!Ron Person, Director of Analyticsrop@sitecore.net
Sitecore. Compelling Web ExperiencesInstructions for Today’s WebinarA recording & slides will be sentto you within 48 hours after the event!Visit the twitterhashtag:#NewMetricsPage 2Type your questionsin the chat window forthe Q&A at the end ofthe presentationwww.sitecore.net
Sitecore. Compelling Web ExperiencesFeatured PresenterRon PersonDirector of AnalyticsSitecore Ron has written 26 books including four international best-sellers onperformance improvement and business computing. His latest book, “Balanced Scorecards and Operational Dashboardswith Microsoft Excel” has a 5-star rating on Amazon. Ron was on of Microsoft’s first 12 independent consultants He was an independent consultant in business and performanceimprovement for 25 years with a Six Sigma Black Belt in qualityimprovement and certified as a Balanced Scorecard consultant forstrategic performance improvement.Page 3www.sitecore.net
Sitecore. Compelling Web ExperiencesAbout Sitecore Leading provider of enterprise-class .NET web contentmanagement and portal software for mid-to-large organizations Presence Worldwide Amsterdam, Boston, Bremen, Brisbane, Copenhagen, London,Portland, San Francisco, Stockholm, Tokyo, Wellington Business Stability Profitable since inception in 1999, same owners, same visionand same technology (.NET)Page 4www.sitecore.net
Sitecore. Compelling Web ExperiencesAbout Sitecore continued Customers Over 2,400 client installations Over 25,000 web sites worldwide Recognized Microsoft Gold Partner, Microsoft High Potential ISV 2010 Gartner “Cool Vendor in WCM” 2008,WCM Magic Quadrant 2010 Leader Red Herring’s Top 100 European Innovative Tech Venturesfor 2011 Support Over 600 Sitecore Certified Partners worldwidePage 5www.sitecore.net
Sitecore. Compelling Web ExperiencesSome of Sitecore’s customersPage 6www.sitecore.net
Sitecore. Compelling Web ExperiencesDrivingBottom LineImpact withEngagementAnalyticsNew Web Metricsfor Fewer Headaches& More Insights!Ron Person, Director of Analyticsrop@sitecore.netPage 7www.sitecore.net
Jerry, I Love the Colors
Upsell, Cross-Sell , Down-Sell
Measure and Improve EngagementWeb AnalyticsEngagement AnalyticsQuantity (High Traffic)Quality (High Engagement)Silo MarketingCross-Channel MarketingNo LeverageMarketing MultiplierComplexSimple and Elegant
High TrafficHighly Engaged Traffic
Silo MarketingEmailSEOSocialIntegrated Cross-Channel Marketing
No LeverageMarketing Multiplier
ComplexTheory of UnifiedWeb Analytics
Complex
ComplexEngagement Value& AnalyticsSimple and Elegant
Engagement Value Communication Trust Commitment
Easy to Understand Points of Engagement– Registration– Request for Quote– Instant Demo25 points50 points100 points Proportional toCommunication, Trust and Commitment Track Points
Engagement Value Points Accumulate Only at Transaction PointsOrganic Search12525Email “Whitepaper”17525501002550Webinar “7 Habits”2575250150100Registration25Quote50Demo100
But Wait, There’s More Once We Know Engagement Value Relevance– Marketing effectiveness– Relevance to visitor’s interests– Value per Visitor Potential– Does this page reach its potential?– Relevance (average page) - Relevance (page)
Overall Marketing Effectiveness
Overall Marketing ovDec
Which Campaigns are Most Effective?Where and How Do We Spend Our Next Dollar?Growing StrongGolden GroundRelevanceVisitsValuesFarm CountryOur Future02468101214161820
Which Campaigns are Most Effective?Where and How Do We Spend Our Next Dollar?
Which Campaigns are Most Effective?Where and How Do We Spend Our Next Dollar?
Which Channels are Most Effective?Where Do We Focus Our Efforts?
Which Channels are Most Effective?Where Do We Focus Our Efforts?
Coding Google Engagement AnalyticsTagging Engagement Events:Javascript Coding on Each Event PageTrack “Weighted” EventsMacro SegmentationEngaged VisitorsBottom Line Impact
Insert Javascript with Tags and ValuesInsert the “trackEvent” Javascript on each event’s pageOnclick ”javascript: gaq.push([' trackEvent','category', 'action', 'label', 'value'];”)CategoryLive DemonstrationRequest for QuoteRegistrationLabel (Specific Item) (Optional)Engagement Analytics Equals Bottom Line ImpactPersonalize Your MarketingIntegrating Cross-Channel MarketingAction (Sub-Categories)Real World EventNewsletterWhite PaperCase StudyWebinarValue (Optional) (Provides a numerical value for event)Numeric ratios are more important than numeric valueRegistration 25Quotation 50Demonstration 100
Select Goals in Google Analytics
Define Event Goals in GA
Define Event Goals in GA
Define Event Goals in GA
Define Event Goals in GA
Define Segmentation for Reports
Track Engagement Value
Google Analytics Adequate for Smaller Sites Data Security Complexity Requires Analysts Segmentation but Not Individual Tracking
Sitecore Engagement AnalyticsEvery Marketer Makes an Impact:Simple and ElegantCross-Channel MarketingMarketing MultiplierHighly Engaged VisitorsBottom Line Impact
Executive Insight DashboardChannel (Traffic Type) Effectiveness
Executive Insight DashboardCampaign Effectiveness
Sitecore Engagement AnalyticsEvery Marketer Makes an Impact:Simple and ElegantCross-Channel MarketingMarketing MultiplierHighly Engaged VisitorsBottom Line Impact
Web AnalyticsHigh TrafficDisengaged
Engagement AnalyticsHigh TrafficHighly Engaged
Sitecore. Compelling Web ExperiencesQuestions & AnswersA recording& slidessentWe’d appreciateyour feedbackonwillthisbepresentation!Visitto you within 48 hours after tothetakeevent!www.surveymonkey.com/newmetricsa quick survey!Join the discussionType your questionsin the chat window forthe Q&A at the end ofthe presentationVisit the twitterhashtag:#NewMetricsWe’d appreciate your feedback on this presentation! Visitwww.surveymonkey.com/newmetrics to take a quick survey!Page 60www.sitecore.net
Sitecore. Compelling Web Experiences Page 5 www.sitecore.net About Sitecore continued Customers Over 2,400 client installations Over 25,000 web sites worldwide Recognized Microsoft Gold Partner, Microsoft High Potential ISV 2010 Gartner
