Web Analytics India Blog

Day Three marked the all important and intresting Online Business Optimization Tracks. Many of the intresting Sessions had clashing timelines. We had to split to attend maximum sessions.

It was my first Omniture Summit, and was an amazing experience. It’s always a great pleasure to see, hear from the industry experts. It is great to meet folks whose blog you read, listen to Seth Godin! and also Lance Armstrong.

It was great to meet and network with other Web Analyst and High profile folks at the summit. I met great folks from Paypal, The Street dot com, Harley Davidson, just to name a few.

Although i admit i could not meet all of them i wanted to! but it was great networking at Omniture Summit 08. 

The Final event was the Closing General Session. It was great to see how Omniture takes Customer Feedback and how it implemented the “major” changes customer wanted from last year into Ominture 14.0

The Closing Session is where Omniture (Bret Error), takes feedback and here is the Top 10 which i dont mind seeing in the next Omniture version.

1. Integration of Statistical reporting
2. Correlate Natural Search Engine ranking position with success of site
3. Mobile Reporting
4. Podcasting Metrics (something similar to RSS)
5. Marketing channel Summary reporting made easy
6. Advanced functions with calculated metrics
7. Folders for Dashboards
8. Adding Notes to Each chart of a dashboard while sending
9. Implementation Audit within Product Category
10. Edit Bookmark Definitions

Did i miss any!, add on

Using Data to make Smart Business Decisions: This Presentation was given by Jason Burby and his team from Zaaz. I still dont have the copy of the presentation, but i’ll share as soon as i get that. 

Moving from data to action!

 Data –> Insight à Realize Value ( Action)

Zaaz’s session attracted the largest audience, the room was full and everyone had to shift to the ballroom so the audience could be accomadated.

The topic covered by them is something most discussed in the web analytics fraternity, and undboubtedly the important for any web analytics team.

Plenty of data, lots of tools no action!, If your not taking action your ROI is “zero”

Big Dog Syndrome!, The HIPPO, says I like that one! and that’s what ends up being the final decision and not what data says.  How to do you shift your organization to leverage data and get actionable insights.

So How do you over come BDS,

Methodology of success,

• 1.)    Business Metrics:
• 2.)    Reports
  • What data we have, what can we get. How can share this data
• 3.)    Analysis
  • Attitudinal data, Survey, Identify the problem, à how much lift can we get out it . If we move this much that will move conversion by x amount
• 4.)    Optimization and Action

Monetizing Site Behaviors: Jason

• Lack of Executive Process:
• Lack of Ad
• Small changes have significant impact:
• Integrating Data to Understand the full Landscape:

What’s important to understand to achieve this?

1. What do my customers think -
2.  What are my customers doing – Behavioral
3. What are my customers buying -
4. Awareness : Sample metrics, site visit , web search activity , awareness survye
5. Interest : Depth of Exploration
6. Intent
7. Purchase

Monetization Models

Description: Assigining $ value to diff site behaviours to understand and quantify the value of overall web profile.

 Some of the Metrics which can be used are

• Current conversion rate —-current estimated inc sales
• Avg forecast future conversion estimate — Futuree estimated increase sales
• Additional sales — Estimated Monthly Potential — Estimated Annual Potential
• Estimated Cost to Optimize — 12 Month ROI

Best Practice: Keep a library/track across organization – maybe according to verticals both wins and loses.

Tacking action:

Culture of Experimentation: A/B Testing, Multivariate Testing & Behavarioual Testing

Testing Possibilites are endless: You can test everything under the sun Pricing, promotion offer, headline copy, visual design , body copy, color , layout, cTA, button stle, font style, navigation, featured produc, registration form.

3 essential requirement for monetizing your experiment

1. Present Compelling Impact summary
2. Re Adjust values if you get push-back
3. Manager Risk
4. Consistency is far more important than perfection.

Account of Cannibalization:

Keep in mind that increasing one key metric on a page will usually impact other metrics on that page.

Make sure this is represented candidly in your model.

When you try to improve single thing you make sure it does not affect the other products.

What to Test

1. Pick what you believe is the one most imp aspect of ur site is to your business
2. Trace the value of the behavious form your site thur to the ultimate success
3. Start considering the value of the sale.

Common traits of success: 

• Analyze data based on bus goals
• Link attitudinal, behavioural and comp data to form insights
• Focus on opportunities and recommendation not just reporting
• Monetize all key site behaviours
• Prioritized based on greatest impact to the business
• Ongoing optimzation process
• Knowledge base of success and failure
• Understand customer exp online and offline

At Omniture Summit 08, SiteCatalyst 14.0 Was launched. One of the key features is the all updated Excel Client. Here’s an overview of the Features of Site Catalyst Excel Client

ExcelClient

Let SiteCatalyst distribute your Excel analysis every day. The ExcelClient now allows you to upload your analysis into SiteCatalyst, automating the process of populating data blocks and delivering the updated workbook to anyone, regardless of whether they have the ExcelClient installed.

• Schedule regular delivery of any Excel workbook
• Use Publishing Lists to pull data from thousands of report suites and send each resulting workbook to any number of recipients

Features:

• Build/Refresh—> save—>Distribute
• Scheduled Publishing: Automation Capability.
• Build—> Upload–>Publish
• Supports: 2000, 2003 and 2007
• No Need to create new datablocks, all your old data block will be still there.

Reporting Essentials: Points to ponder before you create reports

• KPI:
• Simple & Readable
• Actual Vs Benchmark (goals, forecast) *context.
• Up to date information.
• Flexibility (weekly, daily, monthly)
• Distributable
• Good looking.

**Context:

**Flexibility: Custom Data Treatments’: Compare this to previous,

**Automated Delivery of workbooks:Scheduling:  if scheduled it has to be on the server. (the datablock should exist),    When you schedule the report, you schedule the workbook which would send all the tabs and formulas.

Tip:Upload limit is 6megs, may have some problem with 2003 ( use conversion utility), Excel 2003 = 65k row limit Excel 2007 = Million+ row limit

** Publishing List: Send workbook, via publishing list ( you will get a pop up of all the publishing list), For every reportsuite, the content can be send out to via publishing List                                                                                                      Tip: if you have external data/reports, you can still run excel client and that will not disturb the process.

*Conversion utility: found in Microsoft Site

Power Strategies for Web Analyst using Omniture Site Catalyst:

Save your comp $ by proactively tracking KPI Impress boss by turning WA data into insights Be a rock start by maximizing your omniture Investment, Be a hero Don’t tell your management this month that conversion was falling last month

Alright so here’s the list of Power strategies to be used to achieve all of the above! Indeed a great list and a must use in all internet verticals.

Although what you’ll find is the not so detailed description for the Power Strategies, but look out for detailed instructions and best practices for all these! (keep yourself updated subscribe to WAI here)

1.) Alerts Functionality: Have alert for key KPI’s Fallout, Drawback: pathing not included and so is classification.

2.) Targets: Give me insights not data, All KPI should have Target set.

3.) Accountability Matrix:Where are we meeting our target objectives and where are we not. For the same target, I want to breakdown on performance based on categories Like joe handles computers, Jamie cameras… etc

4.) Advanced ClickMap: Which links on my pages produce success, not just clicks, Call live support and activate Conv metrics.: so the event will come under drop down in clickmap.

5.) Advanced Classifications: How often are visitor being shown more than 100 search results.Example search: instead of showing number of results in numbers.

6.) Counter evars:How many times do visitors try something before they succeed. s.events =”event12″s.evar20=”+1″ how often something happens before a events happen.

7.) Caputring multiple conversion values. How do I track impression vs click on my site. Incrementer Events:How much $$$ are we leaving on the table

8.) Participation: Call live support to enable.Page view participation: shows which page allows more engagement

9.) Advanced Participation: Get and persist value plug in:What are the most popular pages for people coming from a campaign:

10.) Transaction ID:Using Transaction ID they set a lead id no: or App Id no: The file from off line is given to Omniture( via web analytics team) Using saint, upload it this helps understand online off line success.

11.) Time to complete Plug in: How long does it take for a visitor who take action x to action y Set up at event A and event B and it calculates the time taken. Limitation only two events per report suite

12.) Previous Value Plug in: What content are visitor telling you they want to see on each page.

13.) ASI: Great! Now show me these same reports for the following segments.Show me reports for 18- 25 for Chicago. I want to understand: login to my site – e servicing Pathing reports can be seen. You can do A/B comparison with ASI slots.

14.) Advanced Campaign Analysis:

15.) Merchandising Evars: From which parts of my site is success taking place.Which section are people using to buy this product.

16.) Classification Hierarchies: Go to admin console drag and drop hierarchies. Advanced Correlations: (s props)More drill down: do 5 item correlation.Can be done sprop :Enable them for imp sprop

17.) Cross Visit Participation Plug in: ( Campaign Stacking) Which Campaign codes work independently and which need help.

18.) Data Feeds:

19.) JavaScript Plug ins: Dynamic Object ID, Days since last Visit, Visit Number, Link handler, Visit Start

20.) JS Debugger. Implementation Audit

Although Late Posting this! but i have to say it’s been an amazing summit (my first). It was a great learning experience although i should agree there was probably a lot of sales pitch but nevertheless a must attend summit. It sure was worth 28 hours travel time to Salt Lake City.

Here’s my Coverage of Day 2 Summit at Salt Lake City:

Josh James kicked off the key note on the first day of the summit, with around 2000 people in the ballroom. It sure is one of the biggest summits for online marketing.Josh kicked off with latest from Omniture, sponsors and partner. Josh went to to share Omniture performance in the year 2007 and also spoke about Omniture acquisitions.

He also announced three major partnerships with Baidu Adobe and Accenture: Omniture now evolving and have reshaped into three components which they will focus on.

• Reporting and Analytics – Sitecatalyst, Discover and Genesis.
• Campaign Analytics: Search Centre
• Test and Target: AB/MVT Testing and Behavrioual Targeting

Brett Error:Gave an overview of how all the products have been integrated in 14.0,Here’s an overview of Version 14.0Discover now comes in 2 flavors.

• Discover On Demand
• Discover on Premise

Omniture Genesis: Baidu new partner

Search Center: Sophisticated Budget Optimization and portofolio mgmt and Scenario Analysis

Test and Target: Combines Technology from Tourchclarity and Offermatica,Unified Solution for Testing and Behavarioual Targting.

Matt Belkin: VP Consulting ServicesGave a great demo of the new “Omniture 14.0″

Video: Start stop, pause, fwd, rewind all are “one” server call. Demo of Omniture 14.0, Discover, Genesis

Search Center 3.0 Chris Knoch

Integrated platform for online marketing, Google yahoo or MSN adcenter.Demo of the portfolio management via search center and Creating Scenario (example maximize clicks in yahoo campaigns)