CRM & Analytics

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CRM & Web Analytics * from the 7 Pillars of Digital Strategy * Best Practices Presented by: Arman Rousta Chief Executive Officer Blueliner Marketing March 2011 * Original in 2004 TM

description

This webinar was presented on Tuesday March 22nd by Blueliner CEO, Arman Rousta. It covers two of the 7 Pillars of Digital Strategy, CRM and Web Analytics.

Transcript of CRM & Analytics

Page 1: CRM & Analytics

CRM & Web Analytics

* from the 7 Pillars of Digital Strategy * Best Practices

Presented by:Arman RoustaChief Executive OfficerBlueliner Marketing

March 2011* Original in 2004

TM

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Table of ContentsTable of Contents

CRM: Tools & Tactics

About Blueliner

7 PillarsTM Overview

Analytics: Tools & Tactics

Questions & Answers

Case Studies

Appendix

7 Pillars Vendors

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Interactive Marketing ClientsInteractive Marketing Clients

California Closets (Lifestyle)California Closets (Lifestyle)

Completely Bare (Beauty)Completely Bare (Beauty)

IZOD Men’s Fragrance (Beauty)IZOD Men’s Fragrance (Beauty)

Bogner (Fashion) Bogner (Fashion)

Allied Home Mortgage (Real Estate)Allied Home Mortgage (Real Estate)

New York Video School (Education)New York Video School (Education)

401kid (Finance)401kid (Finance)

CMS Forex (Finance)CMS Forex (Finance)

Guardian Water & Power (Energy)Guardian Water & Power (Energy)

Morningside Translations (Translations)Morningside Translations (Translations)

Blueliner is a reputable digital marketing agency based in New York, with presence in Asia, Latin America and Europe. We have built successful social, mobile and search campaigns for hundreds of clients, including:

Medical Hair Restoration (Medical)Medical Hair Restoration (Medical)

Manhattan Orthopaedic Care (Medical)Manhattan Orthopaedic Care (Medical)

Russia Today (Media)Russia Today (Media)

SogoTrade (Finance)SogoTrade (Finance)

Icebreaker (Fashion)Icebreaker (Fashion)

Lufthansa (Travel)Lufthansa (Travel)

Chaa Creek Resort (Travel)Chaa Creek Resort (Travel)

Celect.org (Social Media)Celect.org (Social Media)

Bid on the City (Real Estate)Bid on the City (Real Estate)

Red Clay Media (Marketing)Red Clay Media (Marketing)

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SEM

Pillar 1. Web Design (UX, IA, Branding)

Pillar 2. Search Engine Optimization

Pillar 3. Online Advertising (PPC, CPM, CPA)

Pillar 4. CRM (Relationship, Email Marketing)

Pillar 5. Social Media

Pillar 6. Mobile

Pillar 7. Analytics

The 7 Pillars of Digital StrategyThe 7 Pillars of Digital Strategy

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“CRM is the strategy, process and tools used to manage relationships.”

P4. What is CRM?P4. What is CRM?

(Customer Relationship Management) CRM Software

Lead Nurturing

Email Marketing Solutions (EMS)

Customer Service

Communication Protocols (Live Chat, Social Media, etc.)

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“Analytics is the strategy, process and tools used to plan, track and make informed decisions based on data gathered across all digital activity.”

What is Analytics?What is Analytics?

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Poll # 1Poll # 1

Do you currently have EMS + CRM integration with your website(s)?

• Yes• No• Unsure

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Key Questions:• How long do people stay on your site?• How often do they return?• What do they do on the site (transact, interact)?• Do you know who is doing what?

Analytics + CRMAnalytics + CRM

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Analytics + CRM in Web DesignAnalytics + CRM in Web Design

Some of the key tasks during the web design process revolve around Analytics and CRM, such as:

• Picking a good EMS (Email Marketing Solution) to integrate lead/form data with.

• Picking a good CRM software – can be same as EMS or as a plugin of an EMS into the CRM.

• Proper setup of Web Analytics, including goal pages, tracking codes and heat map tools.

• Setting up some multivariate tests, to improve UX.

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CRM Tools that We LikeCRM Tools that We Like Why We Like It Cost

Salesforce.com Per User, starting @ $30/user per month

Sugar CRM Free, Open Source

Zoho CRM Per User, starting @

ACT Per User license

Highrise (37 Signals) Per User, starting @ $10/user per month

Outlook Costly

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EMS Tools that We LikeEMS Tools that We Like Why We Like It Cost

Mailchimp Simple way to see what KWs competitors are bidding on + SEO rankings.

Basic: Free

Premium: $139/mo+

Exact Target

Vertical Response

Cooler Email

Subscriber Mail

Exact Target

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CRM: Segmenting CustomersCRM: Segmenting Customers

Client X Patient DNA snapshot <Gerald Smith>• <39 Year-Old>/<Single>/<Male>/<lives alone>/<Orlando,

FL>

• <IT Programmer>/<earning $65,000/yr>

• Referred By:<a friend>, <John Templeton>, who found Client X through <PPC/Google/Keyword=“hair loss restoration florida”>

• Interests:<Golf, Dating, Travel>/DNA Segments:<Active, Bachelor>

• Satisfaction Rating:<4/5>/Refers:<4 Leads/0 Sales>/Email:<5/10>

ACTIVE BACHELOR

SINGLE DAD

EXECUTIVE RETIRED

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Poll # 2Poll # 2

Does your CRM have segmenting of users based on various demographics, such as income level, gender, etc.?

• Yes• No• Unsure

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Analytics + Mobile: Trend DataAnalytics + Mobile: Trend Data

Analytics is a critical planning tool that helps you understand trends and stay ahead of the game.

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Trends ReportTrends Report

United States Trends Report

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Analytics: Smartsite ReportAnalytics: Smartsite Report

• Blueliner did Smartsite analysis on oilsandsquest.com, comparing it on key visibility metrics to competitors:

Observations:

• PageRank is below average.

•Alexa ranking can be improved, and is expected to be under 1 million within the term of one service contract with Blueliner (6-months).

Blueliner's Proprietary Smart Site RatingsLower is better. Overall rank of all websites.

(1-10 scale) Higher is better. 5 is good, anything below is undesirable.

In general, the older the domain name is, the more favorable a website tends to rank with search engines.

More is better. Top sites have hundreds of inbound links.

More is better. Top sites have hundreds of inbound links.

More is better. The more content pages, the better

for search engines.

More is better. The more content pages, the better

for search engines.

  Sites Alexa Score PageRank Age of Domain Links in Google Links in Yahoo

Pages Indexed in

GooglePages Indexed

in Yahoo

              

Competitor 1www.suncor.com 446,821 6

12 years and 5 months 46,200 97,200 728 3,220,000

Competitor 2 www.encana.com. 629,431 no info 7 years 0 months 39,500 91,900 2,410 2,210,000

Competitor 3 www.nexeninc.com 530,292 6 8 years 7 months 8,930 579 9,140 351,000

Competitor 4 www.marathon.com 305,135 6 12 years 5 months 11,300,000 9,400,000 3,580 217,000,000

Your Website www.oilsandsquest.com 3,475,398 4 3 years 4 months 4,510 251 355 6,950

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Analytics + PPC + SEO: Keyword Search VolumeAnalytics + PPC + SEO: Keyword Search Volume

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Analytics + SEO: Organic RankingsAnalytics + SEO: Organic Rankings

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Web AnalyticsWeb AnalyticsANALYTICS ARE CRITICAL FOR MAXIMIZING UTILITY AND WEBSITE CONVERSION RATES.

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Web Analytics – A/B TestingWeb Analytics – A/B Testing

OPTION 1: /home

Flash Banner: YES

Form on Home Pg: YES

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Web Analytics – A/B TestingWeb Analytics – A/B Testing

OPTION 2: /home2

Flash Banner: NO

Form on Home Pg: YES

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Web Analytics – A/B TestingWeb Analytics – A/B Testing

OPTION 3: /index

Flash Banner: NO

Form on Home Pg: NO

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Web Analytics – A/B TestingWeb Analytics – A/B Testing

OPTION 4: /index2

Flash Banner: YES

Form on Home Pg: NO

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Web Analytics – A/B TestingWeb Analytics – A/B TestingResults

TipTip: Use Google Web Optimizer to Run A/B Tests!: Use Google Web Optimizer to Run A/B Tests!

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ALL: Measure and use the toolsALL: Measure and use the tools

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Heatmap Analysis ReportHeatmap Analysis Report

Luggage Forward Homepage Heatmap Report

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Heatmap Analysis ReportHeatmap Analysis Report

Luggage Free Homepage Heatmap Report

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Heatmap Analysis ReportHeatmap Analysis Report

Luggage Club Homepage Heatmap Report

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Analytics in Keyword Research Analytics in Keyword Research - Revenue Opportunity- Revenue Opportunity

Revenue Opportunity for Medifast = $250,000 + (click for details)

Searches Per Month = 460,389

- X -

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This analysis is for one keyword phrase, which presents several different marketing opportunities.

Monthly Statistics on "Diabetes Diet" search phrase# Searches # Clicks # Leads # Sales Revenue/Mo

460,389 13,812 1,381 345 $17,265

Revenue Assumptions

Click-Through Rate 3%Clicks-to-Leads: 10%Leads-to-Sales: 25%Clicks-to-Sales: 3%Avg. Initial Order $50Avg. Reorders/Yr: 5Avg. Reorders/Life: 25Cost Per Click: $1

Projected Long-Term Revenues

Annual Revenue $86,323Lifetime Revenue $431,615

Projected Costs

Cost/Mo: $13,812Cost/Lead: $10Cost/Sale: $40

Return to 7 Pillars Assessment

Analytics in Search Marketing (ROI Planning)Analytics in Search Marketing (ROI Planning) - Potential ROI- Potential ROI

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Questions & Questions & AnswersAnswers

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SEM

Pillar 1. Web Design (UX, IA, Branding)

Pillar 2. Search Engine Optimization

Pillar 3. Online Advertising (PPC, CPM, CPA)

Pillar 4. CRM (Relationship, Email Marketing)

Pillar 5. Social Media

Pillar 6. Mobile

Pillar 7. Analytics

The 7 Pillars of Digital StrategyThe 7 Pillars of Digital Strategy

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Thank you for your participation! For questions Thank you for your participation! For questions or comments about this presentation, contact:or comments about this presentation, contact:

Arman Rousta Chief Executive [email protected]

212.904.1240 office

55 Broad Street, 17th FloorNew York, NY 10004www.bluelinerny.com