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Transcript of 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
Table of ContentsTable of Contents
CRM: Tools & Tactics
About Blueliner
7 PillarsTM Overview
Analytics: Tools & Tactics
Questions & Answers
Case Studies
Appendix
7 Pillars Vendors
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)
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
“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.)
“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?
Poll # 1Poll # 1
Do you currently have EMS + CRM integration with your website(s)?
• Yes• No• Unsure
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
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.
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
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
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
Poll # 2Poll # 2
Does your CRM have segmenting of users based on various demographics, such as income level, gender, etc.?
• Yes• No• Unsure
Analytics + Mobile: Trend DataAnalytics + Mobile: Trend Data
Analytics is a critical planning tool that helps you understand trends and stay ahead of the game.
Page 15
Trends ReportTrends Report
United States Trends Report
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
Analytics + PPC + SEO: Keyword Search VolumeAnalytics + PPC + SEO: Keyword Search Volume
Analytics + SEO: Organic RankingsAnalytics + SEO: Organic Rankings
Web AnalyticsWeb AnalyticsANALYTICS ARE CRITICAL FOR MAXIMIZING UTILITY AND WEBSITE CONVERSION RATES.
Web Analytics – A/B TestingWeb Analytics – A/B Testing
OPTION 1: /home
Flash Banner: YES
Form on Home Pg: YES
Web Analytics – A/B TestingWeb Analytics – A/B Testing
OPTION 2: /home2
Flash Banner: NO
Form on Home Pg: YES
Web Analytics – A/B TestingWeb Analytics – A/B Testing
OPTION 3: /index
Flash Banner: NO
Form on Home Pg: NO
Web Analytics – A/B TestingWeb Analytics – A/B Testing
OPTION 4: /index2
Flash Banner: YES
Form on Home Pg: NO
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!
ALL: Measure and use the toolsALL: Measure and use the tools
25
Page 26
Heatmap Analysis ReportHeatmap Analysis Report
Luggage Forward Homepage Heatmap Report
Page 27
Heatmap Analysis ReportHeatmap Analysis Report
Luggage Free Homepage Heatmap Report
Page 28
Heatmap Analysis ReportHeatmap Analysis Report
Luggage Club Homepage Heatmap Report
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 -
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
Questions & Questions & AnswersAnswers
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
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