Top 5 Dos And Don Ts For Measuring Web 2 0
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Transcript of Top 5 Dos And Don Ts For Measuring Web 2 0
Top 5 Do’s and Don’ts for Measuring Web 2.0
April 18, 2007
Akin Arikan, Internet Marketing Solutions Group Unica Corporation®
Web Analytics & Internet Marketing Solutions
2007 Unica Corporation
The Opportunity for Marketers from Web 2.0
But Rather: � Build brand through amplifying your customers’ voices
� Offer unique values through consumer intelligence
� Create better user experiences through RIA
Not Spam 2.0!
• Do Web Analytics!
• Don’t Just Measure to Improve Usability and Conversion Rates!
Web Analytics & Internet Marketing Solutions
2007 Unica Corporation
How Do I Love Measuring with Web 2.0? Let Me Count the Ways
Optimize Web 2.0 Applications
Relationship Marketing Build Actionable Profile
Market Insight Capture Consumer Intelligence
Maximize value of application/site
Maximize value of products & messaging
Maximize value of customers
Usability, conversion rates & engagement!
2007 Unica Corporation
Case Study: Product Review & Participation Site
Mouseover features to zoom, read reviews, add comments, & rate features
Click & drag the image to rotate
360°
Digital Snap Shooter X2020
LCD Display
Ø Click and drag to rotate Ø Comment on this feature Ø Upload photos taken with this model Ø Invite friends to share
• Do think of measurement from the beginning of your project
• Don’t think of page views
• Don’t use log files for RIAs
Web Analytics & Internet Marketing Solutions
2007 Unica Corporation
2.0 Event Tagging
� Tag relevant events with event tagging functionality
� Choose the right event tagging language for the job: • Flash/Flex Apps/Movies: ActionScript tag
• AJAX, DHTML, your blog: JavaScript tag
• Your blog postings on others’ blogs: Pixel tag
Digital Snap Shooter X2020 LCD Display
Ø Click and drag to rotate Ø Comment on this feature
Ø Upload photos taken with this model
Ø Invite friends to share
When Page Views Won’t Cut It
2007 Unica Corporation
Metrics
Unique visitors Engagement: Session length, comments, uploads, invitations
RIA Events: rotate, zoom features
Revenue, conversions Average order value Upgrades, market basket
Repeat purchases Lifetime customer value Popularity: products, features, price ranges
Business Goals Of A Web 2.0 Application
� Drive Traffic • Attract more visitors • Create viral buzz • Encourage repeat visits
� Drive Revenue • Convert visitors to buyers • Upsell and crosssell
� Build Brand • Create customer relationships • Get direct feedback from customers/prospects
• Do measure overall contribution of RIAs
• Do measure feature level contribution & usability of RIAs
Web Analytics & Internet Marketing Solutions
2007 Unica Corporation
Measure RIA Overall Contribution
Customer
Application Market
March 1, 2007 – March 31, 2007
2007 Unica Corporation
Measure RIA Feature Usage And Effectiveness
March 1, 2007 – March 31, 2007
Customer
Application Market
2007 Unica Corporation
Event Streams Help Improve RIA Effectiveness
March 1, 2007 – March 31, 2007
Customer
Application Market
• Do measure community, commerce & engagement
Web Analytics & Internet Marketing Solutions
2007 Unica Corporation
Measure Community, Commerce, & Engagement
March 1, 2007 – March 31, 2007
• Do measure to learn about market & demand
• Do capture social intelligence
Web Analytics & Internet Marketing Solutions
2007 Unica Corporation
Web Analytics As An Insight Machine
March 1, 2007 – March 31, 2007
Customer
Application Market
• Do measure to serve individual customers
Web Analytics & Internet Marketing Solutions
2007 Unica Corporation
Relationship Marketing
Reviewed LCD Display
Weighted LCD Display high
Rated LCD Display low
Bought new camera
Reviewed LCD Display
Weighted LCD Display high
Rated LCD Display low
Bought new camera
Customer
Application Market
2007 Unica Corporation
Action: Automate 1:1 Communication
Visit Range Visit Range Visit Range
Reviewed LCD Reviewed LCD Reviewed LCD Weighted High Weighted High Weighted High Rated Low Rated Low Rated Low Purchased New Purchased New Purchased New
Permissions Permissions Permissions
Customer LTV Customer LTV Customer LTV
Permissions Permissions Permissions
Send leads to telemarketing Send leads to telemarketing for high for high value prospects value prospects
Cross-Channel Analysis
and Execution
Cameras are us
Customer
Application Market
2007 Unica Corporation
Pre Pre Integrated Marketing Suite for Internet Integrated Marketing Suite for Internet & Enterprise Marketers & Enterprise Marketers
Content Management: Approvals, Markup
Automated Predictive Modeling
Marketing Resource Management
Powerful & Flexible Customer Decisioning
Distributed Collaboration
Dashboard & Metrics
Intelligent Lead Mgmt
Email Authoring & Execution
Contact Optimization
RealTime Personalization
NetInsight for Web Analytics
• Don’t ignore offline effects of online activity
Web Analytics & Internet Marketing Solutions
2007 Unica Corporation
Online Prospects Can Be Beamed to Earth
Online …
Thank you!
Offline!
2007 Unica Corporation
Internet Influenced Offline Purchases Are Increasingly Significant
Source: JupiterResearch, 11/06
Online & OnlineInfluenced Retail Sales ($Billions)
% Total Retail Sales
2007 Unica Corporation
Thank you!
Meet Your Online Prospects on Earth
Online …
• What is the flow over?
• What online messages / ideas increase flow?
• Which search keywords / ads are best at triggering offline conversions?
Offline!
2007 Unica Corporation
How Can You Measure Lift in Offline Activity Triggered By Online Marketing?
Correlate Trends “Buy online, pick up in store” or promotional coupons (Encode the source of the visit or a visit handle)
Display unique 800 numbers
“Call (888) 2123193”
113505
Tracking Code
32938A
10% Off Display & retrieve customer codes
Your VIP ID: 1278123
2007 Unica Corporation
Online …
Thank you!
Offline!
• Who continued offline?
• Did he/she purchase?
• If yes, what and how much ($$$)?
• If not, why not? (à remarket)
1:1
Meet An Individual Online Prospect on Earth
2007 Unica Corporation
How Can You Measure Individuals’ Offline Conversions Triggered By Online Marketing?
Thank you!
Contact ID: #366282 Direct Response
Inferred Response
(By matching up contacts, loyalty cards or accounts based on cookie or login)
Step 4: Connect the dots
2007 Unica Corporation
How Can You Measure Individuals’ Offline Browsing Triggered By Online Marketing?
Step 1: Entice online registration (and set a cookie)
Step 2: Feed user activity Into CRM or SFA
Hi Akin!
View web session
Web Analytics
Step 3: Entice identification in stores offline
Step 2b: Prioritize offline treatment
2007 Unica Corporation
Freebies: Recipe Cards for Online Offline Fusion Marketing
Part 1, Fusion Metrics ü Online Lift
ü Offline Lift
ü 1:1 Online Conversions
ü 1:1 Offline Conversions
ü Actionable Marketing Profiles
2007 Unica Corporation
Freebies: Recipe Cards for Web Analytics
For Visitor ü Attraction
ü Conversion
ü Retention
Measuring ü Payperclick
ü Organic Search
ü Campaigns
ü Site Layout
2007 Unica Corporation
Freebies: Web 2.0 Case Study
For Visitor ü Attraction
ü Conversion
ü Retention
Measuring ü Payperclick
ü Organic Search
ü Campaigns
ü Site Layout
2007 Unica Corporation
Unica Customers: Diverse Successful Marketers
Financial Services
Health/Insurance Telecom
Travel
Retail/Catalog
Other Industries
Publishing
2007 Unica Corporation
Q & A?
• Web Analytics Solutions • Internet Marketing Solutions • Enterprise Marketing Solutions