Behavioral analysis provides insights into how website visitors interact with a brand online. It allows companies to understand visitor behaviors and craft data-driven strategies to support business goals. Behavioral insights can be derived from web analytics data to inform just-in-time optimizations and strategies without requiring complex predictive models.

1. CONFIDENTIAL - COPYRIGHT 2010, ALL RIGHTS RESERVED
Analytics:
Telling stories with data.
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2. ABOUT DIGITARIA ANALYTICSPRIVATE CONTENT REMOVED

3. Advanced web analytics that empowers marketing,
communications, & creative.
Founded in an environment of award winning creative and cutting edge technology.
Delivering highly targeted, relevant, intelligence-driven experiences online.
Unleashing optimal performance for brand engagement and business results.
WHAT WE DO
Which
campaigns
converted
best?
Can we talk
ROI around
our social
media
strategies?
How do user
actions align
with our
business
goals?
What do
customers
really think
about our
brand?
Is the target
audience
really my
best
opportunity?
Did I
make the
right
decision?
How do I
define
success?
Where do I
invest my
marketing
budget?
Who are my
users and
what do they
want?
How do I
sell this to C-
executives?
What are
we trying to
achieve?
How do I
prioritize
multiple
agendas?
What are we
missing?
What’s
working?

4. WHAT WE PROVIDE
• Analysis
• Decision support
• Data collection
• Report delivery
For a diversity of marketing, research, creative,
IT and executive stakeholders.

5. World Class Measurement
WHAT WE DO
Analytics allows companies to accurately understand how their visitors interact with their brand.
Moving away from gut instinct, we help companies craft data-driven business strategies capitalizing
on the Web and site experiences to support the long-term goals of the organization. Our Analytics &
Insights team captures, analyzes and optimizes customer data from both online and offline marketing
and customer touch points to keep the voice of the customer central to your core business decisions.
P.A.R.T.
In establishing itself as a world-class analytics consultancy, Digitaria has created 4 specific
concentrations within its practice to address client needs.
Perform Analytics - for engagements with heavy e-Commerce, lead generation and media
measurement components.
Achieve Analytics - for engagements that require on-boarding clients with Web analytics and
establishing Web data as a component of the company's intelligence reporting.
Reach Analytics - for engagements which require exploring and experimenting with new frontiers in
online measurement, including social APIs, mobile apps and digital signage.
Thrive Analytics - for engagements with Web analytics savvy clients who know what they need,
have an established analytics infrastructure and want to push it to the next level.

6. Perform Analytics
Conversion Funnel Optimization
Online Campaign Analysis
Digital ROI Models and Projections
Multi-Channel Touch Points
Thrive Analytics
Enterprise Analytics Roadmaps
Executive Digital Dashboards/Portals
Behavioral Analysis and Insights
Training and Governance Programs
Achieve Analytics
360o Success Scorecards
Brand Engagement Implementations
A/B and Multivariate Testing
Analytics Quick-Start Engagements
Reach Analytics
Social Media Monitoring and Analysis
Mobile, App, Digital Signage and Other New
Frontiers of Measurement
Advanced Technical Integrations
TOOLS HELP GET DATA.
PEOPLE PULL IT TOGETHER.

7. MEASURE WEB CHANNEL EFFECTIVENESS
Attract customers
Awareness Engagement Activation
Build brand affinity and
word of mouth
Effect desired outcomes
Nurturing
Win back existing
customers
Partner
Call Center
Web Mobile
Social
Email
Customer
Brand Advertising Search Email Social
Web Platforms
Campaigns & Programs

8. INTERACTIVE
DASHBOARDS

9. MTV Dashboards
DASHBOARDS
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10. REACH ANALYTICS

11. ADVANCED INTEGRATIONS & IMPLEMENTATIONS
Reports that:
Capture the social media zeitgeist
Enable engaging experiences
Support personalization trends
Incorporate off-line data into the online mix

12. ACHIEVE ANALYTICS

13. Scorecards tell the story in a snapshot.
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14. THRIVE ANALYTICS

15. BUSINESS QUESTIONS:
What is the best testing strategy to influence video
engagement from the homepage?
What is the best testing strategy to encourage
more upsells to premium channels, while
minimizing cannibalization of other modules on the
homepage?
SOLUTION:
Define hypothesis, test segments and technology,
and criteria for statistical significant findings.
Design test recipes with adherence to branding
guidelines.
RESULTS:
Successfully presented test strategies and launch
plan to run the tests and implement further
solutions.
Segment User Experience Estimated Daily Test
Traffic
Customers who don't have HBO Don't see the HBO module 5,500 (20% of total test traffic)
Customers who don't have HBO See the HBO module 5,500 (20% of total test traffic)
Customers whose HBO status is
unknown
Don't see the HBO module 18,700 (68% of total test traffic)
Customers whose HBO status is
unknown
See the HBO module 18,700 (68% of total test traffic)
Case Study – Comcast.net A/B Test Strategy
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16. Recommendations from Analysis PPT are
also posted to a password protected blog
hosted by Digitaria
Recommendations are provided with
context (links to campaign URLs as well as
competitors (where applicable))
After recommendations have been
implemented blog is updated to include the
impact
Recommendations Blog

17. BREW MP METRICS
ENGAGEMENT EXAMPLE
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18. + Measurement program encapsulates Brew MP business
goals
+ Analysis presentations for stakeholders
+ Best-in-class scorecard
+ Monthly insights and recommendations used to inform web
channel strategy and optimization
+ Customer insights delivery
+ Data collection audits and implementation enhancements
Qualcomm QIS Reference: Brandon Ratliff
Brew MP Metrics Engagement ExamplePRIVATE CONTENT REMOVED
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19. HUNGRY CARL SOCIAL
MONITORING ENGAGEMENT
EXAMPLE
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20. + Goal setting
+ Keyword list
+ Social monitoring tool configuration
+ Best-in-class scorecard
+ Weekly and Monthly scorecard updates and
recommendations used to inform social media strategy and
optimization
+ Weekly and Monthly presentations
Qualcomm QIS Reference: Brandon Ratliff
Hungry Carl Social Monitoring Engagement Example
Mentions by Media Type
0
5
9
14
18
4-Aug5-Aug6-Aug7-Aug8-Aug10-Aug11-Aug12-Aug13-Aug14-Aug15-Aug16-Aug17-Aug18-Aug19-Aug20-Aug21-Aug22-Aug23-Aug24-Aug25-Aug26-Aug27-Aug28-Aug29-Aug30-Aug31-Aug1-Sept2-Sept3-Sept
Blogs
News
MicroMedia
Facebook
Share of Voice by Week
0
10,000
20,000
30,000
40,000
4-Aug 11-Aug 18-Aug 25-Aug 1-Sept
Blackberry*
iPhone*
Android*
webOS
MeeGo
Bada
BrewMP
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21. UPLINK CASE STUDYPRIVATE CONTENT REMOVED

22. + Goal was to increase registrations
+ Form completion rate was low
+ Web analytics data and UX research showed opportunities
to optimize form to increase registrations
+ Registrations increased
Qualcomm MarCom Reference: Michael
Whelan
Uplink Case Study
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23. Behavioral insights allow us to infer how visitors may act in the future.
When we are actively optimizing a site we continuously increase our
knowledge of how changes influence visitor behavior – good or bad.
Things move fast online, and web analytics data has historically been
actionable for just-in-time analysis of spikes and valleys.
Behavioral analysis does not require complex predictive models to
derive insights that can inform business strategies and tactics.
What is What value does
behavioral analysis bring?
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