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Back to basics – SAINT classifications.

Painting of three catholic Saints

SAINT can be used for more than just campaigns, but there are a lot of people using it for limited purposes. Tim gets back to basics and revisits the tool that can and should be used for so much more.

What are our members doing?

This topic was requested by one of my readers – thanks for the inspiration Dan.

And it comes back to segmentation. And the value derived from measuring your customers/members behaviors across your digital channels, and the impact they could be having on your conversion rates if you don’t segment.

Hello 15!

Well, it’s August and true to their word, Adobe upgraded us to SiteCatalyst v15 on the 1st, and so I thought I’d share a few of the golden nuggets within v15.

I was thinking about how to order them…do I go by not bad to flamin’ eck, that’s awesome? Or start with the big bang and then let it continue to smoulder throughout?

The problem is there are too many new and great features that you can’t really put them in any type of order. They appeal to you on different levels, from functionality, to UI, to analysis, to reporting, to combination segmentation and sub reporting.

Visitor Scoring – the engaged visitor segment

So I promised that I would finally put fingertip to keyboard and talk a little bit more about using Visitor Scoring…to finish up the series that I started a while ago.

If you’ve read my previous posts, you’ll know that we implemented a series of metrics for engagement measurement, culminating in a per-visitor score.

I wanted to share with you some of the insights and benefits of doing all of this, particularly in Discover.

1 million rows and SAINT still wants more

While this might be a quickie, it’s a biggy. A big one in terms of the amount of data just uploaded through SAINT. In fact, we’ve just uploaded around 1 million rows of data, with 6 columns per row.

And it didn’t even blink! Gotta love that!

So why do we have a million rows of data?

Customer segmentation of course.

Elusive engagement – Part II – Visitor scoring

This is a follow on post to my previous one about measuring that elusive engagement. This post focuses on the aspect of applying a score to visitor interactions, as they interact with your content and applications.

Visitor scoring is fairly simple – especially in SiteCatalyst, and by leveraging the data in Discover through segmentation, (and ultimately in SiteCatalyst 15), it’ll give you even more insight into visitor engagement.

Visitor scoring measures and assigns a relative value to individual customers and prospects based on their actions and behaviors over time. You can determine intent and engagement – even before visitors convert.

Once you’ve identified your most valuable visitors, you can dissect their actions to determine the campaigns, keywords, referring sites and offline touch points that engage them – and invest more on these efforts.

Test&Target silly season has arrived.

It’s campaign time again. Normally we behaviorally target content to users based on their application stage.
We know from previous tests that this provides more relevance to the user when they visit our site – instead of just seeing a standard campaign message each time. And relevance is proven to lift conversions.

Moving beyond business-based segmentation

One of the most powerful ways to enable an audience connection is through behavioural segmentation.

Many companies today segment from a business standpoint. Don’t get me wrong, this is a good strategy and aligns your measurement and optimisation strategy with your business segmentation model.

Customer / non-customer segments. Product A owners / product B owners. Mosaic-based segments. Geographic segments. Lead / Non-lead segments. These are all typically business-based segments, and you should definitely be segmenting using this methodology if your overall business does.

But I think there’s a higher level of segmentation – behavioural segmentation. Read on to see how we easily achieved this.

Understanding user behaviour on forms a.k.a. form abandonment

We’ve all got forms on our websites. And chances are, you have multi-page forms. But, do you know how they’re performing? Do you know where people are abandoning your forms? If you knew that, what could you do? There’s lots of ways to track forms but they vary depending upon what you need to accomplish. Multi-page forms, which are very common these days, are slightly more complex from a measurement standpoint, but you definitely want to get some insights into these types of forms. In this post, I look at various ways to review form abandonment, from SiteCatalyst Fallout Reports, to using Discover Fallout Reports, to the Form Analysis plugin.

Back to basics – props, eVars and events

wooden building blocks

One of the fundamental things you need to understand about Omniture SiteCatalyst is the difference between an s.prop and an eVar, and just what events are and when to set them. They are at the heart of the product and provide the ability to customise it to suit your business needs.

If you don’t understand the difference, you’re going to be in a world of pain, and left dazed and confused.

This is, understandably, the most confusing thing to new SiteCatalyst users, and they take a bit of getting used to, especially when you start to combine them all together, but once you understand them, you’ll be on your way to generating custom ones that can really provide insight. Hopefully this post will help out in some small way.

Campaign Stacking, Lead Stacking, Product Stacking

Here’s another really simple customisation that you can and should do as part of your basic implementation, which helps you to further understand attribution.

Attribution is probably one of the hardest and most contested measurements available…which “thing” led your customer to do something. Read on to find out more about stacking in SiteCatalyst.

Segmentation is the key to success.

It often strikes me as strange that people still look at numbers in the aggregate. Knowing that you get a certain amount of page views, or a certain amount of visitors and so forth, doesn’t really tell you anything.

In order to get some insights of value, things that you can really act on, you need to segment your traffic and conversions.

But so few people really do it, and even fewer do it really well. Read on to find out why segmentation should form the basis of your analytics strategy…

Measuring conversions

One of the basic features of SiteCatalyst is its ability to track conversions. To do so, you need to use Success Events. The Success Event is generally a counter of something happening on your site. However, there’s a couple of things that should be considered though, when using success events, especially if you’re using it to count things like leads…

More internal search insights

Improving internal search should be one of your primary goals. It’s probably used by an extraordinary amount of people, searching for all sorts of things. In this post, I show how to capture the number of times people search, a breakdown of keywords and search attempts, and also demonstrate how much search is costing your organisation.

Page success events and eVars

So, still want to know certain things like what pages were viewed from visitors conducting a search, or which campaigns are driving most page views – and you don’t have Discover. Well, there’s two parts to this post and a bunch of answers…so read on.

Is your content converting?

One of the little-used nuggets in SiteCatalyst is “participation”.

It’s a given that you want to know how many sales you’ve made, or how much revenue you’ve generated, but what about which pages have helped to contribute to that conversion. Not every visitor follows the same path through the content, and it’s therefore beneficial to be able to see which pages are more likely to drive a conversion than others, thereby exposing your most valuable pages.

People who liked this, also liked…

I was chatting with one of our School Deans today about various results and he posed the question “Is it possible to see which courses people viewed after seeing one course?”. His interest was based on the fact that the user doesn’t always purchase the “most frequently visited course”. They often view one thing, but end up purchasing something else, and our reporting doesn’t highlight that behaviour.

Now, that got me thinking…that’s probably pretty common behaviour. So how can we make that visible?

Martech Talks: The Four Stages Of Attribution Excellence

This webinar was recorded in October 2023.

Note that the information contained in this presentation should not be taken as legal advice. Digital Balance and its partners recommend that you undertake your own legal investigation.

Martech Talks: Privacy and Data Governance

This webinar was recorded in August 2023.

Note that the information contained in this presentation should not be taken as legal advice. Digital Balance and its partners recommend that you undertake your own legal investigation.

Martech Talks: Privacy Changes and Data Security

This webinar was recorded in July 2023.

 

Note that the information contained in this presentation should not be taken as legal advice. Digital Balance and its partners recommend that you undertake your own legal investigation.