Google Analytics Roundtable

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On April 17th 2009, Communicate 2 the first Indian company to receive GAAC certification conducted its much awaited analytics roundtable, to discuss the advantage of analytics. The session started to a full house, with Mr. Vivek Bhargava giving the introductory speech.

The roundtable came to life when the speakers starting from Mr. Amit Singh (Customer Solutions Engineer, Google), Mr. Narasimha Jayakumar (Business Head, Google India), Mr. Piyush Bhargav (Head- Internet Marketing and Ad Sales, Quikr India), Mr. Amit Madhan (Vice-President – eChannel, ICICI Lombard General Insurance and Miss. Reema Thakur (Manager Web Analytics, Communicate 2) gave their presentations one by one highlighting the different advantages of analytics.

Mr. Amit Singh - Customer Solutions Engineer, Google

Amit Singh started his presentation with the simple metric that one must measure through Analytics. Metric like where do the visitors come from? What do they do on the site? What online initiates are working? Why are users abandoning shopping carts?

He stressed that Google Analytics is an enterprise level Analytics software which is being given free, all organizations can get benefit by implementing Analytics.

Having said that also the software is free, support is not, and thus one must either hire a professional agency for implementing analytics or must allocate a full time resource for a two month period for the Analytics Implementation.

The critical thing Amit mentioned was that nearly 75 % of all analytics implementation are not accurately implemented, which re-enforces the need for a professional agency.

Mr. Narasimha Jayakumar - Business Head, Google India

Narasimha started his presentation with an interesting quote “I would like to target the whole world, but I don’t have enough money”

The focus of his presentation was driving Business value through Analytics and Search Marketing. The key take away of his presentation was that one must use Analytics to drill deeper into the nature of the customer, one must calculate the ROI from sales point segmented based on – countries, cities, sources of traffic, keywords etc – one must keep drilling to identify which combination of the above delivers maximum ROI.

Mr. Amit Madhan - Vice-President – eChannel, ICICI Lombard General Insurance

The focus on Amit’s presentation was – using Analytics to grow ICICIlombard.com

Amit went into detail how icicilombard also made the mistake of initiating their search campaign as per CPL basis. He explained how CPL is totally a wrong metric for any industry, a Rs 50 CPL for a lead that does not convert is considered high, while a Rs 500 CPL for a lead that converts can be considered low. In the early days when Icicilombard could not track COA, those days too they shifted to a CPC metric rather than working on a CPL metric.

At first ICIC Lombard started with calculation of COA for the lead campaigns, and then with the help of customized analytics implementation from Communicate 2 was able to move into tracking of COA even for click based campaigns where traffic was being diverted to their parent website.

We have now reached a stage where we are able to calculate even the overlap between the lead and click campaigns, thus if a user comes to a lead based campaigns, does not fill the form but then goes to the parent website and buys the policy, they can track the same.

Amit was very vocal about the COA measurement – he said if one cannot measure COA then one must use online from branding point of view, calculating CPL would be worse! It is the calculation of the COA that helped icicilombard moved nearly all their spend on search compared to other online mediums such as display. Vivek had a view to this – if one cannot measure COA for all the leads, one could measure the COA for 100 leads and take that COA as a proxy for the medium.

Reema Thakur

Reema emphasized on the need for careful planning and implementation of analytics to ensure that it meets your organization’s business needs.

She drove home the point that analytics implementation is more than just adding the code to the websites and gave examples of factors that have data implications.

Mr. Piyush Bhargav - Head- Internet Marketing and Ad Sales, Quikr India

Piyush focused on the importance of analytics in business decision making. Being a part of an online portal, he stressed that Quickr takes most of their decision based insights gained through analytics.

He stressed that accurate implementation of Analytics is critical for an organization. If the implementation is faulty, one may end up taking wrong decision due to faulty data. This is precisely the reason they chose to go with a professional agency such as Communicate 2 rather than attempt the same themselves.

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