Post on 01-Nov-2014
description
Web Analytics Wednesday Paris, 14 Mai 2008
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Unica at a glance
Founded in 1992, listed on Nasdaq (UNCA), SOX compliant
Profitable, revenue growth:30% average
Expected revenue FY 07/08 : >125 M USD
Leader of Enterprise Marketing Management (E.M.M)
More than 600 customers WW
Sales & Support through direct presence and channel
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Unica: expanding into Europe
United Kingdom
France
Germany
Spain
Belgium
Netherlands
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Enterprise Marketing Management SuiteEnterprise Marketing Management Suite
Campaign MgtPredictive Modeling
Marketing Resource Mgt
Behavior Detect°
Marketing Collaboration
Lead Mgt
eMessagingOutbound Mktg
NetInsightWeb Analytics
Insight Cross-Channel Analytics
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NetInsight for …
SEM/SEO Analysis Referrer Keyword Landing page Conversion Acquisition and cost analysis
Scenario Analysis Conversion funnel Contrast path analysis Next two clicks
Multi-dimensional Analysis Reporting ad-hoc dimensions and metrics Multi-dimension graphs/charts
Creating Custom Metrics
Segmentation Demographic/geography/behavioral Multi-variable filtering
Visitor Profiling Unique users drill-down
Cart Review Products Cart analysis
Content Analysis Local keyword search & conversion Content hierarchy Path review
A|B Testing
File Download Analysis
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Unique Benefits of NetInsight
Instant InsightInstant Insight• Easy to use/Navigate
• Easy to create new reports & KPI
Open Open • Integrate data on customers
• Integrate to Campaigns, CRM / BI
FlexibleFlexible• Adaptable for any tracking needs
• Database model fully open and documented
Turning insight into action!Turning insight into action!• Ability to identify triggers in support
of event-based campaigns
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No Need to Choose Between On-Demand vs. On-Premise!
NetInsight On-Demand
Both are 100% compatibleSwitch at any time with all your data & reports!
NetInsight On-Premise
• Start immediately
• Remove dependence on IT
• Pay monthly, no capital expenses
• Keep your data on-premise
• Integrate into BI & CRM more easily & more reliably
• Leverage your own staff
• Pay one-time or yearly
Switch
Switch
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NetInsight’s Key Differentiations
• Not a point solution but a flexible application that evolves with your organization
• Flexible data collection, reporting, deployment
• Not just about Internet Advertising but cross-channel customer experience management
• Analysis to actions
• Not just about Web Analytics but Enterprise marketing • Cross-channel marketing methodology applied to online marketing
Web Analytics Wednesday Paris, 14 Mai 2008
Denis LacassagneSr Account Mgr., Emea
Quelle place pour l’analyse Web dans nos entreprises ?
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CONTENT / PUBLISHING
CUSTOMER SERVICE ECOMMERCE
LEAD GENERATION
Mesurer !Mais comment?
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Web SiteWeb Site
Web Analytics
PPC
Ad Serving
Affiliate
Live / WOM
EmailCustomers& Prospects
refine site
refine campaigns
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Page Views
Visits
Hits
Uniquely Identified Visitors
Unique Visitors
Incr
easin
g Val
ue O
f Dat
a
Volume of Available Data
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eMetrics (2000) Matt Cutler, Jim Sterne
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Measure
Analyze
Report
Execute
Cleanse Internal
Interpret
Plan
Capture
The Feedback
Loop
Source: Jim Sterne www.targeting.com
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The Web Analytics Heresy
“The numbers on their own are less interesting and less informative than changes in the numbers over time”.
Eric Peterson – Web Analytics Demystified
(Don’t Forget To Buy The Book!)
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Web SiteWeb Site
PPC
Ad Serving
Affiliate
Live / WOM
EmailCustomers& Prospects
refine site
refine campaigns
Mesurer !Dans quel objectif ?
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“You” is already going Cross Channel!
Engage
Transact
Fulfill
Service
Co
mm
erce
Lif
ecyc
leTouchpoints
WebCall
Center StoreDirect Mail eMail
Catalog Click & Mortar
Window Shopper
eCommerce
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Optimize Applications Application level & feature level
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Optimize Applications Application level & feature level
Market Insight Understand customers & market
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Optimize Applications Application level & feature level
Relationship Marketing Build Actionable Profile
Market Insight Understand customers & market
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Optimize Applications Application level & feature level
Relationship Marketing Build Actionable Profile
Market Insight Understand customers & market
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Optimize Applications Application level & feature level
Relationship Marketing Build Actionable Profile
Market Insight Understand customers & market
Maximize value ofapplication/site
Maximize value ofProducts, Offering,
Messaging
Maximize value ofCustomers
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Web Analytics Maturity Model
Mesurer !Qui travaille avec nos chiffres ?
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RelationshipMarketing
Brand Marketing
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Brand / Media Advertising(VP of Advertising)
Internet Marketing(VP of Internet Marketing or eCommerce)
Relationship Marketing(VP of Database or Direct Marketing)
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DirectMarketing
InternetMarketing
Publicité & BrandMarketing
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InternetMarketing
Publicité & BrandMarketing
DirectMarketing
Mesurer !Qui seront les professionnels
de demain?
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Online Web Analyst
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Offline Marketing Specialist
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The Creative Mind
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Internet Marketing
Internet Marketing Evolution
Relationship Marketing
Interaction dataMarketing data Webdata
1 Site optimization
2 Marketing ROI
3 Action at individual level- On site behavioral targeting- Email
4 Cross channel marketing
Customer Decision Engine
On SiteBehavioralTargeting
Campaign Management
Inboundinteractions
Outboundinteractions
EventDetection
Webanalytics
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Témoignages lus sur vos blogs
“La culture du chiffre n’est pas facile à imposer dans un monde cadenassé par des agences où ce sont les créatifs qui mènent la barque.”
“Les responsables de site ont été maintenus un certain temps dans une position infantilisante, et aujourd’hui, ils redécouvrent que leur site peut être optimisé au-delà des refontes complètes et coûteuses, en se concentrant sur du testing et de la web analyse…”
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Components of a Dialog
Listen
Understand
Speak
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The missing link…
Internet Marketing
RelationshipMarketing
Web & Customer Analytics
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Multichannel Marketing Metrics
Akin Arikan
Blog: www.MultiChannelMetrics.com