Analytics that Matter

Gary Angel / President of Semphonic

Donald Davidoff /Group Vice President of Archstone

–Semphonic provides full-service web analytics consulting and advanced online measurement to leading Enterprises in the United States. Clients include American Express, Charles Schwab, Genentech, InterContinental, JP Morgan Chase, Kohler, Microsoft, Nokia, Samsung, and Turner. Gary blogs at http://semphonic.blogs.com/semangel

Nice to Meet You!

Gary AngelCo-Founder and President of Semphonic, the leading independent web analytics consultancy in the United States.

Donald DavidoffGroup Vice President

Strategic SystemsArchstone

–Archstone is a leading developer, owner, manager of – hey, you all know what Archstone is, don’t you?

www.archstoneapartments.com

Is this your Web analytics experience?

Confusion

Uncertainty

Doubt

Fear

Analytics Maturity Stages

Stage 1: Site Analysis

Stage 2: Site Optimization

Stage 3: Segment Targeting

Stage 4: Individual Targeting

Stage 5: Integrated Marketing

Business Value

Difficulty

We See a Few More Stages

Stage 1: Site Analysis

Stage 2: Site Optimization

Stage 3: Segment Targeting

Stage 4: Individual Targeting

Stage 5: Integrated Marketing

Business Value

Stage -3: Basic Tagging / Erratic Collection

Stage -2: Basic Collection and Reporting

Stage -1: Customized Reporting and Widespread UsageDifficulty

And we draw the curve a little differently

Stage 1: Site AnalysisStage 2: Site Optimization

Stage 3: Segment Targeting

Stage 4: Individual Targeting

Stage 5: Integrated Marketing

Business Value

Stage -3: Basic Tagging / Erratic Collection

Stage -2: Basic Collection and Reporting

Stage -1: Customized Reporting and Widespread Usage

Difficulty

How do you get to the value?

Solid Infrastructure

Meaningful Reporting

Real Analytics

Micro-Segmentation & Personalization

Methods that Matter

Predictive Analytics

Forecasting: Baseline

Current Sales Figures are Seasonally Adjusted

To Create a Baseline Forecast

And an explanation of Trends

Forecasting: Media Mix

Marketing Spend can be tweaked

And an Optimal Mix Calculated

Forecasting: Demand Signals

Current Online Search Trends

Help Predict 2+ months out

For Online Apartment Marketing

Discussion

Lead Scoring and Lead Coloring

Visitor 1 Visitor 2 Visitor 3

Score132

Score117

Score68

1 Browse Visit1 Early-Stage Visit3 Late-Stage VisitsHigh RecencyModerate Frequency

2 Bedroom85% Mid-Range

Pet

9 Late-Stage VisitsHigh RecencyHigh Frequency

1 Bedroom57% Mid-Range

Discount Focused

2 Early-Stage Visit2 Late-Stage VisitsModerate RecencyModerate Frequency

Studio67% Low-Range

Neighborhood Focused

Lead Coloring

Visitor 1

Score132

1 Browse Visit1 Early-Stage Visit3 Late-Stage VisitsHigh RecencyModerate Frequency

2 Bedroom85% Mid-Range

Pet

For Online Apartment Marketing

Discussion

Methods that Matter

Digital Database Marketing

Database Marketing has Proven/Actionable Methods

Collect Personal

Data

Enrich the Data Segment Target

But it’s Channels are Dying

The Good The Bad

Actionable

Proven

Impactful

Measurable

Direct Mail

Outbound Calling

What if we could do this?

Database Marketing

Web Analytics

Online Behavior

Customer Driven

Database-Driven

SaaS

Email Marketing

Demographics

List Enhancement

Statistical Models

Event DrivenProven

Actionable

Old

Social

Here’s How

Collect Personal

Data

Enrich the Data Segment Target

Start with email or phone

Enrich w. eMail Append or Connection

Engine

Two-Tiered Segmentation

Use Segmentation

& Survey to Drive Testing

Enrichment

• You can do far more with basic online data than most people realize.•BlueKai•Rapleaf•eMail Append•Connection Engine•Key Joining

Segmentation

• Online segmentation is two tiered.

Prospects

Residents

Other

Start with the “Who”

Early Search

Late-Stage Search

Service Requests Bill Pays Corporate

Don’t forget the “Why”

% to Late Stage Search

-

-

% LeadAvg. Time on

Detail

-

-

-

Visit TimeComparative

Sat Rating

-

-

Visit Time% Share

-

-

-

Online Apps per Visit

Nearly Every Meaningful Metric is

a product of this Matrix produced by

Two-Tiered Segmentation

Classification• Here’s the big Hurdle – How do you Profile Visitors into Visitor and Visit Types?

Enrichment•BlueKai•Rapleaf•eMail Append•Connection Engine•Key Joining

Content Meta-Data• Functional Taxonomy• Site Taxonomy•Product Taxonomy•Topic Taxonomy•Audience Target• Sales-Stage•Page Components•Component Classification•Content Cardinality•Page Length•Content Source•Publish Date & Days since Changed

Visit Signatures•Hierarchical Segmentation• First Click•Most Used Meta-Content• Functional Pathing•Behavioral Segmentation

Targeting

Early Stage Prospects

Late Stage Prospects

Lead Submitted Prospects

First Visit >60 Day Out

30-60 Day Out

< 30 Day Out

Satisfaction Guaranteed

Drive

Mobile App Drive

-

Mobile App Drive

Last Building Viewed Drive

Community Drive

Top Property Drive

Discount in Area

Residents Video

-

Top 3 Viewed Drive

High-Urgency Campaign

Testing Opportunities aren’t

site-wide but Segmented

Targeting• Developing a Testing/Personalization Strategy for each matrixed segment is every bit as

important (and data driven)! You can’t build a testing, personalization or site strategy without answering these questions for every Segment in the matrix.

What do they care about?

How do they choose?What channels do they use?

What are their demographics?

Which of our competitors do they tend toward?

What’s their biggest worry?

Why do they go elsewhere?Which features matter?

Data-Driven Connections• Creating a link between Behavioral and VoC Data is the single most important step you can take.

Survey Data

VoC Feedback Data

Call-Center

Panel Data

Social Media Analysis

For Online Apartment Marketing

Discussion

It’s not all Rocket-Science

• In traditional database marketing, some of the most valuable lists you could use/buy were:

Common Name Description Dimension

New Movers NCOA filers (LOCATION)

Hot Buyers Recent Catalog Purchasers (RECENCY)

Warranty Expiring: Customer coming to End of Life on Warranty

(RELATIONSHIP)

Related Magazine Subscribers

Subscribed to a Magazine with a topical interest

(INTEREST)

New AARPs Seniors (DEMOGRAPHICS)

There are online equivalents

New Interest

Across every Online Channel

Recency - ReActivation

For nearly every type of site

Geographic

IP Detection - SF

IP Detection - DC

Almost every type of campaign

Relationship

Viral Campaign SeedingSocial Interactor List

And for every type of targeting

Even Demographic Magic Moments

After Viewing

Content can cue all sorts of Demographic and Magic Moment inferences

Before Viewing

For Online Apartment Marketing

Discussion

Thank you!

Gary AngelPresidentSemphonic415-884-2511gangel@semphonic.com@garyangel