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Continental B

2:45 p.m. – 4:00 p.m.

Bridget Fletcher

Director of Suite Marketing, Omniture Business Unit, Adobe Systems Inc.

Brian Pavlicek

Principal, QuantLytics, Absolute Business Solutions Corp (ABSc)

C-2: Tactical Analytics:

Using Multichannel Analytics

to Improve the Citizen Experience

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© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Bridget Fletcher | November 2010

Leveraging Analytics to Improve the Citizen ExperienceThe Road to Onl ine Bus iness Opt imizat ion

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Online Business OptimizationEvolution from A Channel to Business Strategy

Measure Optimize

Find and apply newinsights to optimize

your business based

on a complete view

of all interactions

Deliver reporting

and dashboards to

measure marketing

performance

Leverage these

measurements to

make informed

decisions about

how to interact

with customers Bring together

information from

the Internet and

the enterprise fora comprehensive

view of customer

interactions

Automate certain

customer interactions

and activities based

on real-time data,

business rules and

performance

Extend

Innovate

Automate

Execute

Measure

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© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4

Measure marketing performance1.

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?

Devise a Measurement Strategy that Makes Sense

Data is cr i t ical to your web

analyt ics strategy, butwi thou t context data is

useless.

Business Model

Industry/Vertical

Website Object ive

What do I want website

v is i tors to do?

Key Business Metrics

Revenue/Transactions

Engagement/Page Views

Lead

Generation/Registrat ion

5

• E-commerce retailer • Site objective is to sell merchandise

• I want my website visitors to buy

• For this specific promotion, I want to drive

revenue

• I measure success based on transactions.,

revenue and average order value

• Media Publisher • Site objective is to engage visitors with content

• I want my website visitors to spend time onsite

• I drive revenue through advertising; I want to

maximize the value of my ad inventory

• I measure success based on page views, time

onsite, unique visitors

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What should I be measuring?

You want to understand who is visiting your site and what they’re

do ing. Unique/Repeat Visitors – Is your traffic comprised of both new and repeat

customers/visitors?

Traffic Sources – Are you getting traffic from Google, Yahoo, Twitter, or othersites?

Referring Keywords – What keywords are bringing traffic to your site?

Top Content – What areas of your site are most visited – what works best?

Location – Where are your site visitors coming from?

Campaign Tracking – Which acquisition channels bring traffic to your site

(search, display, social media site, referring website)?

Conversion Metrics – What KPI’s/metrics do you want to track to determine ifyour site is successful?

6

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Data tells you

what happened,but not why.

© Thinkstock images

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Analysis Allows You to Glean Insight to Improve Your

Website

8

What did I learn from my analysis,

and how do I take act ion?

Paid search is m ore effect ive than

display because i t leads to high er

convers ion.

My site traff ic num bers are great, bu t

my si te con version rate is only 2% .

Vis i tors are searching for inform at ion

ons i te but cannot f ind i t .

My cart abandonment rate is 70% .

50% of u sers wh o s tar t the registrat ion

process never f in ish i t ?

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Execute decisions to improve siteperformance2.

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Make Changes to Improve Customer Experiences

Paid search is more effectivethan display because it leads tohigher conversion.

My site traffic numbers aregreat, but my site conversion

rate is only 2%. Visitors are searching for

information onsite butcannot find it.

My cart abandonment rate is

70%.

50% of users who start theregistration process neverfinish it.

Invest more dollars in paid search

Determine where visitors are

dropping out and improve those

areas (e.g. product details page)

Re-evaluate internal search

technology and review product

tagging

Streamline checkout/registration

What changes can I make to my s trate What did I learn from my analysis?

Continue to measure to

determine if changes have a

positive impact on site metrics!

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Automate site experiences3.

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Prioritize your most effective

marketing channels & automatedisplay and search-related

activities to drive acquisition

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Optimize Acquisition

Red heels

Red shoes

Red pumps

Shoes red

50%

1200%

200%

10%

Google

paid search ad

for red shoes

Landing page optimized for red shoes

Display

advertising for

red shoes

Optim ize Paid Search & Targeted Display Ad s

Create Immediate Engagement with a Relevant Landin g Page

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Convert visitors to customers by

creating engaging, relevantexperiences

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Don’t Rely on Intuition

Test Content and Automatically Promote the ‘Winner’

• A/B testing increases engagement on seasonal campaign page• Result: visitor engagement increased more than 45%

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Present Consumers with Engaging Content

Automate the Delivery o f Product or 1:1 Recomm endations

• Increased homepage click-throughs by 40%

• Average Order Value increase: 5%

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Increase customer retention

& re-market to visitors whodid not convert

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Automated recommendations

in cart-abandon emails

Average email click-through

rate up over 550%

Revenue per email increased

by 2500%

Deliver Relevant Content to Drive Con version

Re-Market to Visitors

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Extend beyond the web4.

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Bring together data from

other channels & systems

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Adjust Offline Strategy to Match Online Customer Behavior

0% Financingon $499

0% Financingon $699

0% Financing

on $999

23%

72%

15%

Determine th e Mos t Prof i table Offer for In-Store

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Innovate in new & interestingways4.

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Expand into Emerging Channels

November 9, 2010

23

MOBILE VIDEO SOCIAL

WEB ANALYTICS

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Thank you.

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Tactical Analytics:

Using Multichannel Analytics

to Improve the CitizenExperience

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November 9, 2010

© Copyright 1996-2010. Adobe Systems Incorporated. All rights reserved. For Internal Use only.

‹#›

Absolute Business Solutions Corporation(ABSc)

History and Background• Visual Sciences

– In-Q-Tel program

– Initial investigation and implementation of Visual Site at NCTC

• ABSc – Development of QuantAlytics Division

– Visual Sciences relationship

• Omniture Acquisition

• Adobe Acquisition

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‹#›


• Since 2001, ABSc has focused on building enduring relationships withour clients-Federal and State agencies, as well as the private sector

companies that support them. We are committed to finding the best

solution for each client. We integrate an in-depth understanding of the

client environment with business and technology that best supports

mission priorities. Our focus is always on what the client needs to get

the job done right.

• ABSc was collaborating with government clients before September 11th,

and we continue to develop and grow in support of the programs and

policies the Federal government has implemented since. We do not

measure our success by the number of completed contracts, but by thequality of our clients' recommendations and the lasting relationships we

have formed.

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Quantitative Analytics (QuantAlytics)• The ABSc QuantAlytics consulting services team provides quality, in-

depth metrics analysis and reporting solutions-utilizing cutting-edge

technologies from the world of web analytics to continually assess and

refine the ever-changing needs of the client organization. Our goal is to

help our clients gain a better understanding of how individuals interactwith websites, databases, or applications-allowing the clients to make

decisions that optimize those interactions in the future.

• Brian Pavlicek, Principal

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‹#›


Our Processes Include• Client Assessment: The ABSc consulting services team assesses each client's specific

situation:• What are the customer's specific business questions, objectives or needs?

• Who are our users? What are they doing? When are they visiting? Where do they come from? Why are they

leaving or not returning?

• Data Analysis: Our experienced architects and engineers analyze the environment and

data warehouses:• Analyze the clients' existing data sources and IT infrastructure.

• Work closely with the clients' IT professionals to ensure thorough understanding of the operating environments

and complexities. Website analysis, examine web logs, database log files and any other log file types or journal

files containing user data available for analysis.

• Quantifying Analysis: Our certified web analytics professionals provide extensive analysisof data:

• Quantify the data.

• Determine if the information that is being collected now will provide enough data to perform the required analysis,

if not, what information should be collected to improve the quality of the data and recognize other data sources

and methodologies that may be available to provide the resources necessary for analysis.

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Case Study

Adobe Insight Implementation forthe National Counterterrorism

Center – NCTC

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‹#›

Case StudyAdobe Insight Implementation for the NationalCounterterrorism Center – NCTC

Background

• September 11, 2001

• Inadequate sharing of information

• Executive Order - National Counterterrorism Center:

– serve as primary organization for integrating and analyzing all intelligencepertaining to terrorism possessed or acquired by the United States Government

– serve as the central and shared knowledge bank on terrorism information

– provide all-source intelligence support to government-wide counterterrorism

activities

– establish the information technology (IT) systems and architectures within the

NCTC and between the NCTC and other agencies that enable access to, as wellas integration, dissemination, and use of, terrorism information.

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Challenge

• Large variety of websites and data sources

• Multitude of networks

– variety of classifications and restrictions

– information technology (IT) systems designed to bring all this informationtogether is complex

– just as complex is the requirement to provide metrics on just how well this IT

system is providing this information to not only NCTC but the other government

agencies.

• Challenge for NCTC

• Bring access information together under one application

• Provide NCTC Metrics Team a one-stop solution metrics reporting needs.

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Solution

• Visual Sciences/Visual Site software

• Website analysis

• Metrics reporting

• ABSc QuantAlytics team provide highly skilled personnel:• Systems Engineer/Visual Sciences Architect

– intimate knowledge of Intelligence Community IT infrastructure and architecture; provide

insightful integration strategies and solutions for NCTC

– design, engineering, implementation and full integration

– 4+ networks, 15+ Insight servers, 20+ client workstations

– replicate access data to a centralized, single analysis and reporting environment. – installation of sensors for real-time data collection

– dataset configuration and management

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Solution

• Metrics reporting products:

• Daily, weekly, monthly, quarterly and annual reporting

• Usability reporting

– standard web metrics of usage and utility of websites and applications

– used by senior management to understand information sharing trends, distribution of

products, and accessibility by the partner agencies.

• Availability reporting

– standard network availability statistics from CPU utilization to outage tracking

– used by the applications management teams for capacity and provisioning planning as well

as troubleshooting system availability issues.

– Provide quick turn-around ad-hoc reporting request fulfillment – from analyst to directorlevel.

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Solution

• Team Management

• Ensure customer understanding of reporting products and procedures

• Intimate relationship with all agency partners, offices and application teams.

• Team Management• Created and implemented documentation/content management and process

measurement policy and procedures.

• Management of partner members of NCTC Metrics Team

– matching skills, roles and responsibilities for seamless integration

• Training and evaluation of all new NCTC Metrics Team employees

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Results

• As a direct result of ABSc’s superior skill set, innovative integration and

analytical expertise, the implementation of the Adobe Insight (Visual Site)

product suite and reporting procedures within the NCTC IT infrastructure has

been highly successful.

• By achieving its objective of providing metrics on information sharing across the

Intelligence Community and continually striving to exceed customer expectations

- ABSc is providing policymakers at the highest levels the necessary information

to understand how and when information is being distributed to ensure the right

people have the right information at the right time.

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‹#›

Adobe Insight

Product Overview

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‹#›

Adobe Insight

Executive DirectorMarket Intelligence & Business Analytics

“ “With knowledge gained from Insight, USAA has been able to

increase conversion rates from 30 to 60%, with anaverage in the 50% range. The company attributes the

growth to Adobe Insight.”

• Rapid data discovery on billions of records in a 100% correlated dataset

• Understand customer behavior across all channels

• N-dimensional analysis with unlimited dimensions and metrics

• Unlimited advanced segmentation and filtering for deep business insights

• Multi-channel transaction-level analysis

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Data AgnosticRapid Data Discovery on Very Large Datasets

External Data

Streams

Real Time

Processing

Data Collection/

Parallel QueryProcessing

Real Time

Answers on anyDimension

Instant

Results

WWW

DW

IVR

Call

Seconds

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Adobe Insight Value Proposition

• Quickly integrate and interrogate billions of critical multi-

channel events

• Track customer behavior across channels to manage

cross-channel influence

• Optimize online marketing investments based on

online/offline revenue

• Flexible data schema allows for fully correlated n-

dimensional analysis for a better understanding of your

customers’ behavior and preferences

• Advanced segmentation and filtering for deep business

insights allowing more targeted and relevant content andoffers

• Integrated into the Online Marketing Suite for actionable

results via TnT and SearchCenter

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Architecture Overview

ANALYSIS, REPORTINGPROCESSING, STORAGEDATA COLLECTION

PARALLEL SERVERS IN CLUSTER

RUN PROFILES

D A T A S E T

SEGMENT EXPORTSegment Membership

Marketing Systems

CRM Systems

Alerting Systems

Customer Data Warehouse

Other Target Systems

Aggregated Data

Flat

File

VSL CSV

EVENT DATA

STORAGE

TXT

EVENT AND

INTEGRATION

DATA

EVENT DATA EXPORT

VSL CSV

SERVER

ENTERPRISEDATA WAREHOUSE

Data Types

• Web

• Call

• IVR

• POS

• Customer

• Kiosk

• BI• etc

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AnalysisCollection, ETL, and

Processing

Add New Data Sources Quickly

• Processing and transformation are

split into separate steps, allowing

users to add new data sources

quickly

• Easily integrate meta-data about

customers, products or campaigns

• Data collection from any source,

such as Web, IVR, Call Center and

POS

• Simplified data administration for

ETL processes, freeing up time foranalytics

• Real-time or batch-mode updates

to data

Others

Analysis

Collection,

ETL, and

Processing

Insight

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Ad Hoc AnalysisInstant Answer to Complex Business Questions

“ Previously we would show up at meetings with pages of data, hoping that we would have the right

numbers. Now we show up and project Omniture Insight to our cross-functional and management

team and address the questions and respond to ideas in real-time. The effect of this change is

dramatic, to say the least. ” Director of Analytics

Major Travel Company

Exact Answerfor your CXO in minutes

Instantapproximation

Automatedreports and distribution

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‹#›

Multiple visualizations options include:

Advanced VisualizationsUnparalleled Visualizations Make Analysis Fun

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Accurate consistent calculations--instantly

• On-the-fly metrics provide

consistent answers based

on actual row-level

calculations

• No summarizations or

aggregations

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Access the long-tail with massive dimensions

• Dimensions of 1M elements

or more

• Segment down to any

element in any dimension

• Denormal dimensions for e-

mail addresses, customer

data, etc.

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Segment & ExportsNavigate from High Level Trends to Contributing Transactions

• Quickly view trends and then

navigate to transactional or

customer details

• Create groups or segments and

automate the output and delivery

to other systems

• Easily export list of customers or

transactions to 3rd party system

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Advanced Segmentation and Filtering

In Appliances

In TexasTransactions

on Thursday

Selected

DataSegment

Transactions

Customers

Margin

Average Order Value

Avg Items per Transaction

Margin per Transaction

Transactions per Customer

4,248

3,848

$317,297.11

$121.12

1.37

$74.69

1.10

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Adobe Insight Value Statement

Adobe Insight enables organizations to quickly analyze large

volumes of rapidly evolving data in real-time.

The powerful visualizations provided by Insight allow users to immediately

infer meaning to make quick business decisions that improve overall

business performance. Insight accepts data from any source, includingdata warehouses and business intelligence tools.

Adobe Insight is very powerful for web analysis.

Insight becomes even more powerful in a multi-channel environment as

“non-web” data sources are added to the Insight platform.

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Key Verticals for Insight

RetailFinancial Services Travel Other

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Questions

-------------------------Insight Product Demo

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Continental B

2:45 p.m. – 4:00 p.m.

Bridget Fletcher

Director of Suite Marketing, Omniture Business Unit, Adobe Systems Inc.

Brian Pavlicek

Principal, QuantLytics, Absolute Business Solutions Corp (ABSc)

C-2: Tactical Analytics:

Using Multichannel Analyticsto Improve the Citizen Experience

2010-aga-c-2

Documents