The measurement and analytics team is involved in every stage of the client engagement, guiding both internal and client teams through:
Measurement Strategy
OTOi’s Measurement & Analysis practice focuses on helping our clients capture the correct information to measure their online/offline (drive to web) marketing programs; understand the appropriate metrics they should be using to measure their online marketing activities; identifying trends in their marketing response data; and understanding how program elements are performing on an individual and aggregate basis. Activities include:
- Data-driven customer profile development
- Behavior-based segmentation analysis
- Attitudinal-based segmentation analysis
- Acquisition/prospecting predictive modeling
- Churn analysis
- Results reporting and ROI analysis across interactive channels (web site, email, online advertising, search, and social media programs)
- Program test design
- Data mining
Reporting Platform Recommendations/Implementation
OTOi has extensive experience with all of the major Web tracking tools including Web Trends, WebSide Story, Google Analytics. We help our clients either optimize the use of existing platforms or recommend and implement new solutions. In addition to providing guidance on the appropriate solution, OTOi can either implement the technology on the client servers or we can host the solution internally.
Site Reporting
After analyzing a client’s current site reporting platform or supporting the implementation of a new solution, the OTOi measurement and analytics team tracks and analyzes information for the entire site, both reporting on key metrics and conducting scrupulous trend-spotting exercises to provide insightful, multi-dimensional analysis. Depending on the client’s business goals, the OTOi team looks at areas such as lead generation, acquisition, conversion, return visits, visitor engagement and more. If appropriate, OTOi can also incorporate a testing plan, utilizing A/B or multivariate testing to make ongoing improvements to site design and campaign performance.
All data collected is then analyzed to provide insights and recommendations to guide future site and product development, optimize marketing campaigns, and identify benchmarks for measuring success on an ongoing basis.
Campaign Reporting
Working hand-in-hand with the client, the OTOi team helps define the most appropriate success metrics for each marketing channel involved in a particular campaign. Our reporting infrastructure is set up to track each channel individually as well as provide deep analysis on the interplay between multiple channels.
All of this multi-channel data is then analyzed and broken down to identify what role each particular channel plays in eventual interactions, transactions or conversion goals. Each campaign involves involve frequent reports with insights into the most effective levers available to improve key metrics defined in the measurement strategy. Some examples of the type of data we typically track include:
- Qualified leads, acquisitions, or conversions
- Transactions or Interactions
- Engagement
- Search results and spending for paid search at the keyword and ad group levels
- Online advertising results by genre, site, placement, and creative
- Lift in brand awareness and purchase intent
- Social media activity
- Site activity based on campaign factors, including return visits
- Activity by audience segment