Unified Analytics Webtrends for Web Social and Mobile

8/2/2019 Unified Analytics Webtrends for Web Social and Mobile

http://slidepdf.com/reader/full/unified-analytics-webtrends-for-web-social-and-mobile 1/8

WHITEPAPER / ANALYTICS

UNIFIED ANALYTICS FOR

WEB, SOCIAL AND MOBILE

®



WHITEPAPER / ANALYTICS 2

UNIFIED MARKETING PERFORMANCE:MAXIMIZING RETURN ON DIGITAL MARKETING CAMPAIGNS

At a Glance

Business Trend

• Digitalmarketinghasenteredanew,fragmenteduniverse,amultiplechannelgala xyofweb,socialand

mobileplanets.

• Consumeradoptionofsocialandmobileisespeciallyfastandfurious,rampingupfasterthanpast

channels,puttingbrandsandchiefmarketingofcersunderpressuretounderstandconsumersandmeet

demand.

• Thisfragmentationisdisruptingthemarketinglandscapeandpresentingnewchallengesfordetermining

investmentandmeasuringeffectiveness.

At Issue

• Manyofthesamechallengesfaced15yearsagowhencompan iesbeganwebmarketingareatissue

todayinsocialandmobilechannels.

• Brandsarejumpingonthesocialandmobilebandwagonstomeetdemand,butintherushtogetthere

arebypassingthefundamentalsofdigitalmarketingplanning.

• Eachdigitalchannelhasitsownmeasureofsuccess,butmanymarketersareunawareofwhatto

measureandwhichkeyindicatorsareimportant

Business Solution

• Astrategythatincludesmeasurement,testing,targetingandoptimizationisarecipeforsuccessinsocial

andmobilechannels,justasitiswithwebsites.

• Knowingwhatandhowtomeasureeachchannelcansetthestageforcontinualimprovement,customer

engagement,andconversionandrevenue.

• Advancedtoolsthatallowdatatobeanaly zedandoptimizedacrossallchannelsofferthebestbusiness

caseforachievingmarketingperformancebygettingmeasurablereturnonmarketingdollars.

CHALLENGES OF THE NEW DIGITAL MARKETINGLANDSCAPE

Anenormouswaveofdiversityhashittheshoresofdigital marketers.Withthefastandfuriousadoptionof

Facebook,Twitterandsmartphones,consumerdemandforsocialandmobilechannelshashitmarketinglikea

tsunami,catchingmanybrands–andtheirCMOs–unpreparedtomanageexpectationsinthisnewdigital

landscape.

Witheverynewchannelcomesanewsetoftechnolog ies,contentclassication,standardsandmeasurements

thatmustbeunderstoodandincorpo ratedintomarketingprograms.Anddevelopingnewchannelsrequiresa

levelofinvestmentthatoftenrequiresjusticationtotheexecutiveboard.Howcanbrandsknowwhichnew

channelswillbeworththeirtimeandresources?




The Fragmentation of Customer Touchpoints

InMay2011,WebtrendscommissionedForresterConsultingto

studythephenome nonofthe"splinternet,"atermForrestercoined

todescribehowdigitalinteractionshavemovedfrombeingprimarily

site-centr icjustafewyearsagotobeingsplinteredacrossmultiple

channelsanddevices.Thestudyyieldedthreekeyndings:

1. TheSplinternetdisruptsthemarketinglandscape,butadaptingtoamultiplechannelenvironmentiscritical.

2. Marketingstrategiesneedareboottomeetexpectationsofsophisticatedconsumers.

3. Multi-channelsuccessrequiresunderstandingofuniedcustomerbehavioracrossallchannels.

Success Looks Different Over Here

Addingtothesenseofdisruption-andconfusion-isthatsuccesson

socialandmobileplatformsismeasureddifferentlythansuccessis

measuredontheweb.

Forinstance,webperformanceismostoftenmeasuredinvisits,page

views,click-throughs,duration,etc.Socialplatformsuccessisseenin

"likes,"posts,comments,sponsoredstories,re-tweets,etc.;while

mobileisseenthroughthelensofdownloads,usage,QRcodeusage,

orevenasatoolforpayment.

Becausetherearesignicantdifferencesintechnologiesacross

platforms,therearedifferencesinthewaycustomerengagementis

performed.Asthesechannelsadvanceandmoretoolsandapps

becomeavailableineachplatform,whatismeasured–andhowitis

measured–isimportanttohowsuccessismeasured.

The new multi-channel ecosystem, spurred by consumer demand and sophistication, is disrupting the digital marketing

landscape and making it difcult to measure effectiveness and evaluate overall performance.

“Get ready for mobile now.

Begin evaluating mobile

channels and establishing

benchmarks to ensure that

your organization is ready

to expand into mobile once

it hits the tipping point with

your target customers.”

Source: Recommendation from “The

Implications of the Splinternet and

Future of Web Analytics.” A Forrester

Consulting Thought Leadership Paper

Commissioned by Webtrends in

September, 2011




HOW TO MEASURE FOR DIGITAL MARKETING SUCCESS

Marketersseethesplinternetasanopportunitytodelivermoretargetedandrelevantcommunicationsfor

increasedcustomerengagement.Eachnewchanneloffersanotherwaytoacquirecustomersandincrease

loyalty.Yet,68percentofbrandsenterthesenewchannelswithoutaplanforsuccess.

Lessons learned from the web

Fiftee nyearsago,thewebwasemergingasanewmarketingchannel.Companiesdevelopedawebsitenot

knowingwheretheywereheadedwithitorhowtomeasureitseffectiveness.Andmanycompanieswere

reluctanttoenterthechannel,notknowingifitwouldbringvaluetotheircustomersorbeworththeinvestment–

atthattime,averyexpensiveundertaking.

Thesamechallengesarepresenttodayinsocialandmobilechannels.Butlessonslearn edandtoolscreatedfor

measurementandoptimizationofwebsitescanbecarriedforwardintothesenewdigitalarenas.Measurement

enable sbrandstoputastrategyinplaceandplanforsuccess,onestepatatime.Measur ingeachchannel

strategicallygivesbrandstheabilitytocompareresultsacrosschannelsandintegrateresultsforauniedviewofoverallmarketingperformance.

The Digital Marketing Maturity Model: Crawl, Walk, Run

Enteringanewchannelwithoutaplanforsuccessthatincludesmeasurementandoptimizatio ncanbecostly,

especiallyifyou're"justexperimenting".Thinkingthroughgoalsandsettingexpectatio nscaneasetrepidationof

enteringanunknownchannel,andinsteadsetapathtowardanewmarketingopportunity.

Toplanforsuccess,brandsareadoptingathree-stepprocess,whichcanbethoughtofasthe"crawl,walk,run"

process,anditinvolvesmeasurement,testingandtargeting,andnurturingandeffectiveness:

Forrester’sstudyyieldedthreekeyndings:

1. Crawl:Thisisanoperationa lreportingstage,wherebrandsmeasurewhatmatterstoacompany'skey

perfo rmanceindicators,suchasadoptionofappsoracquisitionoffans.

2. Walk:Testingandtargetingallowsbrandstoapplyinsightsfrommeasurementtobuildengagementand

improvethecustomerexperience.

3. Run:Nurturinguserswithtargetedmarketingresultsinconversio nsandrevenue,providingbrandswitha

truepictureofmarketingeffectiveness.

Thisprocessisnotonlyarecipeformarketingsuccess,it'sapathforgainingmaturityinalldigitalchannels.

SOCIAL MARKETING: CONNECTIONS THAT COUNT

Socialmediaitselfischanging.Faceboo khasbeenprimaril yknownasacommunitysitewherefriendscould

communicateandfanscouldengagewiththeirfavoritebrands.ButFacebookhasevolved.Injustashorttime,

Facebookhasbecomeapowerhouseofadinventory,morethanYahoo!,Microsoft,FOXandAOL,withnearly

180billionU.S.displayadimpressionsalone.Itisnowaperformanceenvironmentlledwithmediaandad

campaigns,click-throughs,conversionsandrevenuestreams.




Strategieslearne dthroughonlineanddatabasemarketingcanalsobeapplie dtoFacebo ok:Fansare100

percentopt-insubscriberscomprisedofcustomersandpotentialcustomers;Adunitsareemailcampaigns;

Appsarelandingpages;andtheFanPageisawebsite.Andjustaswithonlinemarketing,campaign

performancecanbemeasured,tested,targetedandoptimizedtogainenhancedresultsandfanengagement.

TomakeFacebookconnectionscount,itisimportanttofollowthecrawl,walk,runprocess:acquisition,

engagementandnurture,withnurturebeingthelevelthatbringsmostvalue,eitherinconversionsorrevenue.

Crawl:

Acquisition/Adoption

Walk: Testing, Targeting/

Engagement

Run: Nurture/

Effectiveness

Target Strangers,customers

andfriendsoffans

Fans Fans

Destination Fanpageorsite Fanpageorapp App

Goal or Value Buildfanbaseortrafcfor

yourwebsite

Buildafnityandboost

sponsoredstories:"people

aretalkingaboutthis"

Monetizebasewith

targetedads(adsfor

fans)

Metric Facebookassetor

externalpage

Sponsoredstoriesor

targetedads

Externalwithcampaign

IDs

Inthebeginning,brandsfocusonfanacquisition.Onceabaseisbuilt,thefocusturnstoengagement,butitis

importanttoconsiderthenuisancesofFacebook.ThesiteusesanalgorithmcalledEdgeRankthatmakes

relationshipswithfansthehighestpriorit y.Iffansaren’tactivelyengagingwithafanpage,thenwallpostsaren’t

includedinnewsfeeds.

Activit ythatactivelyengagesfansandtheirfriendsareontopicsthatare

funtotalkabout,suchastravel,media,sports,fashion,luxurygoods,

cars,blogs,etc.,thatareeasilysharedandcommentedon.Conversely,

wallpoststhatuselanguagesuchas“percentoff,”“sale,”and“coupon,”

attractlowestratesoffanengagement.Thatsaid,ifthereisbudgetto

advertise,Facebookadsareahighlyeffectivemediumforacquiringfans

andbuildingasolidfanbase.However,unliketraditionalpay-per-click,

moreisnotbetteronFaceboo k.Thebroaderthereachthelessrelevant

adunitswillbe.

Facebook’sadinterfaceallowsbrandstobeveryspecicwithadtargeting.Considertheresults:coldtargeting

click-throughrates(CTR)foradsaverage.05percent,whiletargetedadsgaina.35percentCTR.That’s7X

greater,andameasurementofsocialmarketingmaturity.

MOBILE MARKETING: DEMONSTRATING VALUE

Mobiledevices,fromsmartphonestotablets,havebecometheremotecontrolsfordailyliving.Usageisbigand

rampingfast,andglobalbrandsarerushingtoinvestbillionsofdollarsinmobileapps,sitesandadvertising-even

Social Marketing Maturity Model

Cold call targeting

averages .05 percent CTR.

Ads for Fans reap a .35

percent CTR. That’s 7X

greater.




beforetheyhaveamarketingstrategyinplace.Aswithotherdigitalchannels,knowinghowcustomersareusing

mobileisvitaltodeterminingwheremarketingbudgetsandresourcesarebestspent.

Settingupaplanformeasurementbeforelaunchinganapporamobileadcampaigniskeytoasuccessful

endeavor.That'swhyit'simportanttoknowwhatmetricsaremeaningfulateachstageofmobilemarketing.Initial

metricsdiffe rslightlythanthoseforsocialmarketing,buttheplanforsuccessisthesame.

Againusingthecrawl,walk,runanalog y,mobilechannelsuccessisathree-stagemeasurementprocessof

adoption,engagementandeffectiveness,acontinuousprocesswherebrandsgainandidentifyusers,learntheir

behaviors,iterateofferings,measureeffectiveness,andimproveefforts.

Crawl: Adoption Walk: Engagement Run: Effectiveness

OperationalReportingMetrics MeasureUsageandDoTesting InsightandOptimization

Countappdownloads Frequencyofvisitsandvisitors Understandmechanicsand

driversofconversions

Siteorappvisitors,sourcesof

trafcandSMSsubscribers

Depthofuse–event/visitor,

duration,SMSandQRresponse,

sharing

Improveeffortsbasedon

engagementinhigh-value

activities

Appusage(percentageof

downloads)

Retentionrate(percentageof

returningvisitors)

Expandtestingefforts

Geographicdistributionofvisitors Developprograms,sitesandapps

arounddatainsights

IntegratemobiledataintoeCRM

It'sclearthatthenumberofdownloadsorsitevisitsisjustthebeginningofmeasuringmobilesuccess.Are

customersusingtheirphonesandiPadsonTwitter,Faceboo kortexting?ForQRcodes,banking,purchases,comparisonshopping,readingthenews,locatingarestaurant?Orhavetheyignoredyourappcompletely?It’s

importanttoknow.Themoredataavailable,themoreopportunit ythereisforconsumerengagementthatis

meaningful,inuentialandultimately,protable.

Whilebrandsarequicklyengaginginbothsocialandmobilemarketing,neithereffortshouldbetreatedas

stand-aloneactivities,butratherascomplementarytootherdigitalchannelactivities.

NOT ALL MARKETING MEASUREMENTTOOLS ARE CREATED EQUAL

Whileitcanbetemptingtouseafreeanalyticstool,itmaydeliver

inadequ ateorinaccuratemetrics,whichcangivebrandsafalseor

incompletereadingonimportantmilestones.

Forinstance,thereareanalyticsprogramsthatcanonlymeasureAndroid

orMicrosoftsmartphones.Ifyouknowforcertainthatcustomersuse

onlythoseplatforms,thenmeasurementsmaybefairlyaccurate.Butin

therealworld,consumersuseawiderangeofsmartphoneplatforms–

Mobile Measurement Maturity Model

“ Webtrends has given us a

better way of spending our

marketing dollars, and the

better I spend them and

create Return On

Investment, the better off

we are as a business. ”

TED SCHWEITZER

Director, e-Commerce,

La Quinta Inns and Suites




you'llwantamorecomprehensiveanalyticstoolthatcanprovidedataonallmobileplatforms.

Measur ingresultsonFacebookcanbeachalle nge,too.iFrames,anHTMLstructurethatallowsanexternalpage

tobeembeddedwithinanotherpage,can'tseecampaignIDsinthereferringlinkfromanadorpostinFaceboo k.

Thisrequiresatrackingoranalyticstoolthatsupportspassingappdata,allowingbrandstotrackaFacebook

campaign,justasisdoneonawebsite.AndtofollowaFacebookvisitorthroughtoanotherproperty,suchasa

website,theanalyticssolutionhastosupportcross-domaintracking.

Open platform enables deep channel measurement

Richdataisneededto

measureareturnonmarketing

investment.Arobustanalytics

solutionrecognizesthe

differencebetweenchannels,

providesdeepmetricsfrom

eachchannel,andthen

enablesgraphicalreporting

acrossallchannels.This

meansusinganopenanalytics

platformthatisdesignedto

accommodatethepeculiarities

ofdiversetechnologies.

Withopenplatform,brandscancompareandcontrastdataacrossalldigitalchannelsforauniedviewofoverall

marketingperformance.Anopenplatformalsogivescompaniestheabilit ytoincorporatedataintocustomer

relationshipmanagementtools.

UNIFIED ANALYTICS = MAXIMIZING RETURNS ACROSSCHANNELS

Marketersarewarilynavigatingtheirwaythroughthedigitallandsca pe.Whileuncertaintyisafactorchallengin g

eventhemostseasonedbrand,fragmentationpresentsopportunitiesforcustomerengagementonmanylevels.

Aconcernaboutareturnoninvestmentisavalidone,andtheissueismadeevenmorecomplexbythefactthat

thereisnoconsistentmetricacrosschannels.However,byfollowingthisfour-pointrecipefordigital marketing

success,brandscanachieveacompetitiveadvantage:

• Collectdataacrossallyourdigitalchannels

• Measureandimproveonlineuserexperienceacrossyourwebsite,socialmediachannels,andmobile

devices

• Segmentyourcustomerbaseaccordingtoonlinebehaviorovertime

• Optimizeanddeliverthemostrelevantcontentandpromotionsthatdrivesyourcustomeracquisition,

conversion,retentionandengagement)

Being able to compare, contrast and unify

data from web, social and mobile channels

requires an open platform analytics solution.




About Webtrends Inc.

Webtrendsisthegloballeaderinuniedmobile,socialandwebanalyticsandengagement.Wehelpmarketerscreate,measureandimprovecampaignsfor

morethan3,500globalbrandsincluding:TheNewYorkTimes,Microsoft,BMW,RIM,ChinaTelecom,ChinaMobile,CCTV,TencentQQ,Hitachi,The

AssociatedPress,HSBC,Barclays,VivoCellularandPetrobras.Ourleadershipextendsbeyondthewebanalyticsindustrywefoundedtothemeasurement,

optimizationandintegrationofalldigitalcontentandcustomerintelligence,includingwebsites,socialmedia,mobileandpaid-searchadvertising.

WebtrendsisaregisteredtrademarkofWebtrendsInc.intheUnitedStatesandothercountries.Allothertrademarksandregisteredtrademarksarethe

propertiesoftheirrespectiveowners.

851 SW 6th Ave., Suite 1600 Webtrends Sales Europe, Middle East, Africa For ofces worldwide, visit:

Portland, OR 97204 1.888.932.8736 +44 (0) 1784 415 700 www.Webtrends.com1.503.294.7025 [email protected] [email protected]

fax: 1.503.294.71 30

Digitalmarketingstartswithasolidplanformeasurementandoptimization.Webtrendsisbuiltonanopen

platformandhasthecapabi lityoffunnelingseparatechanneldataupwardintoaholisticviewofthemarketing

landscape.WorkingwithWebtrendsishowmajorbrandsachievethepowertoconnectwithcustomersin

meaningfulways,whileunifyingtheirmarketingintelligenceandjustifyinginvestment.

Callus,let’stalk.

NorthAmerica–877.932.8736

EMEA-+44(0)1784415700

Unified Analytics Webtrends for Web Social and Mobile

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