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It started with 2,600 people packed into a Salt Lake City hotel ballroom eagerly awaiting the show to begin. This was my first year attending, so I didn’t know what to expect. The room looked like it has been set up for rock concert rather than a business conference. As a voice came over the loud speaker letting us know that the show was about to begin, Daft Punk started playing, the lights dimmed and the opening keynote for Adobe’s Omniture Summit began.

The annual event is a three day marathon of training, keynotes, breakout sessions, networking and, of course, partying with some of the best web analysts, advertisers, developers and digital marketers in the world.

The theme for this year’s summit was that digital marketing was the new extreme sport. If you think about it, the concept makes a lot of sense. Digital marketing, similar to extreme sports, is a combination of art and science. Whether you are analyzing a snowpack or spinning 180s over 120 foot gaps in the back country, you can’t (and shouldn’t) do one without the other. Summit takes all that is awesome about digital measurement and crams it into a very short time period. This makes for some very late nights and a lot of early morning coffee. But it is all worth it to spend some time with some of the world’s best and brightest marketers.

So what did I learn from the experience? Lots more than I care to write, but below are my four biggest takeaways.

It’s all about data and using it in real time
One of the biggest advantages that digital has over other marketing channels is measurability. Pretty much everything digital can be tracked, which means that as marketers we are sitting on a gold mine of data. In the past those who were able to capture this data and gain insights from it were the ones who were successful. Don’t get me wrong, this is still critical for anyone in Marketing Science. Now there is just another piece of the puzzle: On-the-fly optimization and personalization. The industry is becoming more dynamic; and those who are able to leverage their data in near real time and across tool sets and platforms will succeed.

Adobe’s newly updated Marketing Suite now makes this easier than ever. With 12 products and counting, the suite allows us to combine our data into one place and leverage it across multiple tools. New additions to the suite this year like a all new version of Site Catalyst (Adobe’s flagship product for site analytics) as well as on the fly global suite segmentation (segmentation no longer limited to just one tool) will allow us to realize the true power of the data and ultimately create a better user experience as well as do some incredible analysis that will drive ROI. Best part of it all is that this can all be done in real time, which means we can now leverage our insights to affect our customers while they are still on the site!

Creating cross-device experiences with relevant content is critical
The proliferation of mobile devices in the digital space means that as marketers we need to continue to adopt cross platform experiences. This is nothing new; we all know our customers are no longer just on a desktop. The digital purchase cycle may start on a desktop, involve a mobile app and ultimately end on a call center.

A relevant and seamless experience across devices requires us to leverage data from all these different platforms. It requires a lot of smart people and a deep knowledge of tool sets to accomplish. But the same holds true for almost every problem we face as digital marketers. Just because something is hard, does not mean we should shy away from it. The good news is that companies like Adobe have recognized this and are making it much easier to do. Personalizing a message to each customer and doing so across devices will allow us to achieve what was dubbed at Summit as the holy grail of digital marketing: mass customization. Imagine how successful our sites/apps/etc. could be if they were all tailored to the individual user.

Social is kind of a big deal (if you didn’t already know)
One of the biggest announcements of the event was launch of Adobe’s new Social Analytics tool. It is not yet in beta, so we didn’t get a full demonstration, but at first glance, the tool looked quite powerful with the ability to do in-depth analysis across multiple platforms. But the best part, it integrates with the rest of the marketing suite!

This is huge, not only will we now be able to pull all of our data from one place, but we can also easily analyze our social activities and see how they are impacting our site and vice versa. In addition to this new announcement, Adobe has been working closely with Facebook, YouTube and Twitter to help pull even more social data into the Marketing Suite through API integration and application tagging. Doing so helps us easily gain insight into and optimize our various social platforms.

As the social space continues to grow, measurement and optimization will become even more important. We look forward to seeing more the Social Analytics tool as more information becomes known.

Despite all this science business, content is still king
Some things never change; there is no substitute for compelling content. This has been a fundamental truth for marketers for quite some time now. We can optimize all we want, but if you don’t have compelling content on your site to keep your visitors engaged and coming back you won’t be in business for long. The meshing of art and science will continue to be vital to the success of any digital program. The art side to create the content and the science side to optimize it to enable it to reach its true potential.

Coming out of Summit
I can now see why it is so important to be able to integrate your tool sets to be able to provide holistic view of your marketing activities. This view not only gives you the ability to tell the entire story, but to use data from one tool/platform to influence a visitors experience throughout the entire purchase cycle. Integration capabilities should already factor into your decision process when picking an analytics tool. And as marketers begin to leverage their data more and more for real time optimization and personalization this will become even more important.

The addition of social analytics capabilities to Adobe’s Marketing Suite has been ground breaking as well. It is now possible to perform social analytics and truly optimize social with some of the same tools we already use to optimize our web sites. We can now show how our social activities affect our site activities and show a true return on our social investments. Those who are able to capitalize on this will be on the cutting edge of analytics and will prosperous for years to come.

Problem #1 – Unreliable Data
Are the numbers you’re looking at accurate? Do they represent what you think they represent? Is everything being captured that should be? Data collection systems, especially web analytics, are complex and as a result they are also easy to mess up or break.
So what causes web analytics data to be unreliable? There are couple of common reasons, but they both relate to how the coding is done.
Most commonly we see analytics “tagging” that is incomplete or wasn’t customized correctly. This can happen for several reasons, but more importantly, how can we fix it?

A recent technology has now proven its effectiveness in solving this issue, it’s called Tag Management Systems, or Universal Tagging.

Complex online ecosystems can result in a variety of tags, not just web analytics tags, but advertising beacons, testing tags, affiliate tracking and more. It’s no surprise that in such a complex environment even slight changes to the website can cause tagging errors. Tag management systems take the complexity of tagging out of the developers hands and places it back with the measurement teams. Essentially, one simple tag is placed on the site, usually in some universal component so new site additions won’t be missing it. Then, the measurement teams can control the more complex tagging requirements of the site–multiple tags can be added, removed, changed or updated–without redeploying the site.

Critical Mass uses a custom tool like this on one of our biggest and most data-driven clients to effectively manage their analytics tagging installation. Also, we are currently conducting tests on new vendor tools, including one called Ensighten which promises even more effective tag management.

The other common problem we see with unreliable data is that web analytics code WAS properly installed, but then stopped working.

Fortunately, another new technology is now available. These tools are called analytics Audit and Monitoring tools. It seems like a fairly generic name but complex web environments means that more robust quality assurance tools are needed. These systems scan your website and are capable of detecting a variety of different tags. They then record what tags are firing where and with what variables. More importantly, they alert you to pages which aren’t tagged or where tagging has changed. They can even fill out forms and go through shopping carts to ensure some of the most important actions on your website are tagged and reporting properly.

There are a few vendors in this space that we have evaluated. One of the leaders is a tool called ObservePoint created by one of the founders of Omniture, which we have leveraged for many of our largest clients to provide constant monitoring of their installations.

Complex websites demand complex measurement solutions and unfortunately the web analytics systems are often the last thing on the minds of those involved in website changes. Particularly if your agency isn’t doing development but internal or off shore parties are doing the work, we’ve noticed that the likelihood of tagging problems occurring increases significantly. We’ve also seen many instances where analytics is not a priority in the IT department and there is no direct accountability in that Tech department for marketing performance, so errors can sometimes go uncorrected for far too long.

Now that our data is accurate, this brings us to our second problem…

Problem #2 – Complicated Reporting
Web data itself is massive and complex. When you start to combine web analytics with other data like CRM and sales, the result can be… well… complex. As businesses begin to leverage web analytics data, we’ve noticed a couple of key problems come up regarding reporting needs.

Firstly, multiple reports which go to multiple stakeholders and need to be delivered quickly. One of our clients required over 30 reports, each one totally unique, to be delivered within two days! Each of these reports required different kinds of data, and had to be distributed to stakeholders all over the world. Actionability is directly related to on-time report delivery.

Our solution? Deliver the reports in a new and innovative way using Web Based Reporting and Data Warehousing.

We worked with a vendor who specialized in data warehousing and online reporting to develop individually customized reports. These reports were populated with data that was automatically imported from the web analytics systems as well as several other sources. Next, a simple-to-use series of custom interfaces were created where various world-wide stakeholders could access their individually customized reports at anytime from anywhere.

We’ve also noticed a second problem in that data and dashboards need to be accessible at anytime from anywhere, and not just in an email that would quickly be deleted or forgotten. Often, our clients would train several stakeholders in how to use the analytics system, but because it wasn’t often used they forgot how to access the data they needed. Emails with large dashboard attachments often get deleted or filed without even being opened, and executives who are seldom at their desk had no immediate access to important data when they needed it. Even web based reports are often not convenient enough for busy executives as they need relevant web data at their fingertips to help manage their business wherever they happen to be.

One thing that stakeholders do tend to find convenient is their mobile phones, hence this innovation of Mobile-Delivered Dashboards. Web analytics and other data can now be delivered directly to smartphones in a customized app that is intuitive and easy to use. Not only do these tools deliver dashboards, but they also offer some forms of interaction with the data and the ability to drill further in as need be.

There is a variety of vendors which offer mobile applications. Generally though, they fall into two categories, data warehousing generalists, and web analytics specialists. Which way to go is a matter of deciding upon the complexity of the data you want to use, and the power of the interface required. Generally data warehouse apps have more robust tools, but web analytics only versions are simpler to run on a day-to-day basis and may have no additional licensing costs. Web analytics vendors like Omniture are now offering far more sophisticated mobile apps, like the SiteCatalyst iPhone app.

Now that we have tagging and reporting problems out of the way, let’s focus in on our third measurement challenge…

Problem #3 – All reports, No action!
You have good data, you have great customized reports, but no one is doing anything with the information. This category of problem is not so easily solved with new technology. At the core, we’ve found that the effectiveness of a web measurement program is generally driven by the organizations predominant culture, whether it be a Culture of Advertising, a Culture of Research or a Culture of Accountability. (More on this in a later post.)

But regardless of a massive question such as the current and ideal culture of your organization, what steps can be taken to evolve your measurement program to start getting some action out of your data? There are a couple of key building blocks that we’ve noticed can be missing.

- Perhaps you don’t have clear objectives, or KPIs. No one really knows what the website is supposed to be accomplishing, or decisions about your website are being made by the highest paid persons opinion.

- Perhaps you don’t have the resources. Your tech department may be managing your analytics implementation, but no one really understands it or is leveraging it. Maybe your BI department added web analytics to their practice, but they treat it like any other data source. You have to know what to ask for, and by the time you get a report it may be too late to take action, or the data might not be relevant to the business problem you’re trying to solve.

-Most importantly, if no one is watching the site data on a regular basis, then likely no one is looking for ways to improve it.

Let’s have a look at the Critical Mass Marketing Science approach to solving this set of problems more holistically utilizing industry best practices.

First, a Holistic Analytics Approach is required. Using data to help improve specific projects is a great start, but in the end measurement affects your entire online ecosystem as well as your organization as a whole. We recommend a multi-tier approach as being able to compete online means understanding analytics at every level.

When initiating specific web projects, its important to leverage web analytics to understand the current situation to help inform the project, clarify exactly what the project is supposed to do, then measure and optimize once the project is in place. At the digital ecosystem level, where your website, your site, social media efforts and your mobile apps all exist, an ongoing measurement and optimization program must be in place. Engaging in a continuous improvement process will allow you to compete. Everything starts at the enterprise level. The first thing to do is understand where your company is at now with analytics and where it’ needs to go. Defining and following this roadmap is critical for success.

At CM, we also use a Web Analytics Maturity Model to help lay out this roadmap.

As you can see maturing in analytics requires a significant amount of skills, budget, time and talent. Maturing your measurement program requires an investment some executives aren’t yet aware they’ll need to make. Partially funded, and partially owned analytics programs fail time after time. There is so much more I could share when it comes to properly setting up your measurement program for success, but I’ll leave you today with these peaks at solutions to the most common challenges we see clients facing. For a bit more detail on each of these solutions, please check out my recent webinar presentation. And of course, for questions on these or any other obstacles in your program, feel free to leave a note in the comments.

Dan is a Marketing Science Director out of the CM Toronto office.

The conference offered four days and thirteen tracks’ worth of topics. The discussions I saw ran the gamut from devices, platforms, consumer innovations, and new media to advertising, social media, content, analytics, distribution and others. In the multimedia wrap-up at right you’ll find several intriguing, dare I say provocative, insights:
- Apple vs. Android: The Mudwrestle
- Disruption is Dying
- Utility is the New Advertising
- The Name of the Game is Game Mechanics
- Tomorrow’s tech: Touchless
- Content is King, but Distribution is King-er
- Screw the Masses. Let’s Bring Exclusivity Back.
- Social Media: The Modern Marketer’s Swiss Army Knife
- iTV. Really? Yes. Finally?? YES.

All in all, we Critical Mass-ers will be regular visitors of upcoming Digital Hollywood conferences. What about you? Which events interest you these days?

“She’s done an amazing job of juggling multiple client demands, team demands and office demands over the past couple of months. Marketing Science thinking is a key component of our new business wins and a growing component of day-to-day client deliverables. She delivers great insights, is a strong team leader, and continually reinforces her delivery with an attitude that clients and team members really appreciate.”

So it’s no question she is the Critical Mass CMVP of the Year for 2009. But let’s spend some time getting to know her a little better. Here are 10 Qs with Shaina.

1. What is your role at CM? How do you spend your days?

I am the Group Marketing Science Director, running the line of business for all offices. CM was in need of a more advanced analytics practice, so I wrote a business plan from my experience and research and executed against it. The vision was to ensure our clients get the most for their money working with us, our consumer gets the best experience, the product is the best we can deliver and our analysts have a highly engaging/challenging career at CM. Those were the 4 key components to drive the whole line of business. To date, we have 65% of CM accounts covered, a team of 15 people (and 6 more open positions).

I spend my days talking to people on the team [management] and selling during the day, planning operations and bigger picture analysis/strategy at night. 75% of the time I am travelling. I even have my own apartment in Calgary because I spent 6.5 months there last year. (Plus1 month in Amsterdam. Only 4 month at home here in Chicago!)

In a nutshell, it’s like I get to run my own business inside of a massive business and it’s very motivating.

2. Why do you think you were you nominated as a CMVP?

I suppose it’s because I built a successful line of business. Or maybe that’s why I was picked as CMVP of the Year. I think I was originally nominated because I had a very challenging month last fall. Sometimes, survival is extraordinary. That was when I was taking over solitary ownership of the entire group. It was challenging, but it helps that I love what I do so much.

3. What is the greatest thing about CM culture?

The people, themselves. I couldn’t work this much if I didn’t really like everyone who works here. I’ve worked at many agencies and with hundreds of people over the years and no one is like this collective group. The executives are so supportive and friendly. The Canadian heritage is rare and wonderful. Great work. Amazing roster of clients. All in all, it’s just a unique and ideal environment.

4. What drives you? What are you inspired by?

Finding the answer to “why?” and proving that what we’re doing is actually bringing value. Showing that everything we do at this company is actually worth something and can always be improved. That’s very compelling. Another big one is getting people to think–stop them and get them to think before they take action.

5. What was your greatest accomplishment of the past year? (Besides winning CMVP of course!)

[Laughs] Building the group! Small scale would be finally building a global web-based reporting system. We’ve been trying to do this for a long time. The first one was (and still is) used for the Nissan business. Also, running our first Neuro-marketing study was pretty amazing. That was also for Nissan.

6. What are your passions/interests outside the workplace?

Organic gardening. Shopping for expensive shoes. And cooking, particularly French and Mexican cuisine.

7. Who do you most admire?

My grandfather and grandmother, for two different reasons. They are the ultimate combination of art and science (an artist and an engineer) and they’ve made great accomplishments in those areas throughout their lives. I feel like a perfect blend of both of them. They’ve been through some serious life events and are still alive and smiling at 86. My parents were pretty inspiring too. They always told me I could do whatever I wanted in life if I worked hard enough and they were right!

8. What was the best memory of the CMVP trip to Vegas this year?

The group photo/human pyramid in front of the Vegas sign. Having everyone together there and now being able to look back at the photo and realize these are my absolute favorite people at the company. Can’t be a coincidence.

9. Any interesting Shaina-isms?

Hmm, perhaps that my appearance is deceiving. Everyone always assumes I’m a creative. I’m much more fun than my job title would have you believe.

10. Only a few seconds left…. Anything else you’d like to share about Marketing Science?

It’s a growing discipline. Some agencies are more advanced because of a background in direct mail or similar, but CM has caught up and it’s a great time to join our team. The organization fully supports it and the work we’re doing is quite advanced. Our clients are all asking for it… time to jump on board! [Had to throw in my recruiting pitch there!]

A heartfelt, company-wide round of applause goes out to Shaina. We can think of no one more deserving of this honor. She works hard and pushes us all to excel. She fits perfectly into the CM culture. She constantly impresses her peers and clients with her knowledge.  Thank you Shaina!

- John Wanamaker

I can’t stand that quotation.

Even today, it is bandied about as though it has any meaning in the current world of (online) marketing. It contained some truth when it was first said, but today it just identifies the lazy marketers in our midst.

Why the vitriol? It’s because almost everything is becoming measurable. Now, there is no reason to claim ignorance to analytics – we are swimming in data.

But that might be the problem. As the recession continue to apply pressure to all industries (and on advertising and marketing more than most I would venture) there is a redoubled focus on return on investment (ROI).

And this is wonderful. The online channel is made to justify advertiser’s investments. But the advent of social media has thrown a monkey wrench of sorts into the works. How do we define ROI in a web 2.0 world? How has the landscape changed and how can we plan for tomorrow?

Where Have We Been?

For decades and decades, there was little evidence at all to prove ROI. What was the value of your PR representative annoying journalists with phone pitches? No one could say. How many sales resulted for your Times Square advertisement? No one knew.

This started to change with mass online adoption. Scores of processors and bits of code could record our every action. There were only two problems:

• Our recorded actions were throwbacks to an older era, such as “impressions.”
• Certain actions were deemed valuable simply because we had the means to measure them, not because they actually proved engagement (i.e. “hits” – any single access to a web server).

We operated under the flawed system through the 1990s and much of the 2000s, possibly because it offered better metrics than the past (read: next to none) and because it fit the web 1.0 style. We offered up content to a passive audience who had a limited ability (if any) to respond. Kinda sounds like television, doesn’t it?

Where Are We Going?

But now, we are in a different era – certainly different from the heady days of radio and television, and different even from those swaddling days of web 1.0 analytics. We’ve long passed the old media measurements and metrics from the early days of the internet because they simply don’t provide enough value in an online community based on conversation, niche groups, and viral sharing.

We need to determine some critical components: What we’re going to measure, how we’ll measure it, and why.

The good and bad news is that this will require a more personalized analytics review. Clients (the smart ones, anyway) and agencies must spend more time identifying the goals of each web tactic and how success can be measured for that tactic.

It’ll be more work, sure. But this is the information that will identify critical gaps, illuminate key strengths and weaknesses, and determine market leaders of the future.

Jeremiah Owyang of Forrester suggested what to measure in his recent report, Social Media Playtime Is Over:

“Demonstrate how social media marketing is effective during budget trimming. Don’t concentrate on measurements like page views that don’t affect the business; instead, focus on how customers have moved farther down the marketing funnel…Focus on measuring based on business objectives, not just traditional Web analytics.”

We are moving from a period of raw quantitative measurement (i.e. How many unique visitors did we have?) to a qualitative period (i.e. Did our social media engagement create more trust which in turn created more sales?). Trust, loyalty, and brand advocacy aren’t intangible anymore.

Web analytics aren’t going away. They still have some use and heck, the C-level is beginning to understand them. However, this is a moving target and you should be prepared for changes in the months and years to come.

But don’t take it from me. Your agency should be explaining these integral components of online marketing in a web 2.0 world. They are explaining it…aren’t they?