The session on Multichannel metrics at SES had was PACKED! Small room, considering the audience.
Here's the description of this session from SES marketing material:
Multichannel Metrics
Meaningful measurement seems to increase in complexity almost daily. Tying together disparate data from advertising, search initiatives, Web sites, online commerce and even offline marketing initiatives is no mean feat. Making sense of it all is a source of frustration not only for marketers, but for entire organizations. In this session, some of the top Web metrics practitioners will discuss adapting measurement methodologies, processes and tools into something that not only makes sense, but that can dramatically lift marketing and business performance.
Moderator:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Jason Burby, Director of Web Analytics/ Business Intelligence, ZAAZ
Neil Mason, Applied Insights
Eric T. Peterson, Visual Sciences, LLC
Eric Peterson was late, apparently, his plane was delayed and he made it shortly before the end of the session and was able to give a shorten version of his presentation.
Anyway, the basic theme of metrics that is emerging today for me is that it's possible and necessary to layer data from various sources to get the most complete view of your audience. Neil outlined 4 parts of coming up with a complete view of your customer:
- site analysis (web analytics data)
- marketing (Hitwise, etc)
- customer profiles (ie: Questionnaires - solicited information)
- technical (does the site load properly, quickly, etc)
Neil described the construct of a "journey" as the merging of Persona's and Behavioral data. He gave case studies of a European retailer who thought their customers were mainly female, but whose actual audience of visitors turned out to be half male / half female. Using Neil's methodology he was able to target different "journeys" with a age/sex and likely hood to purchase.
At the end of his talk Neil detailed how messy data from different sources is - layering it properly to get actionable data requires the use of layering data into your analytics package or your CRM, and either solution is OK, depending on what the customer whats to do. You also need to invest in the right people to pull the data and provide the information.
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