©2010, Foese reseach, Ic. repodcio PohiiedMach 29, 2010
How We Aaics Wi Emege As A Coesoe O Csome Ieigece
Fo Csome Ieigece Poessioas
THE WEB IS An UnDERUTIlIzED SOURCE OF CUSTOMER InSIgHT
Marketers are committing considerable eort to creating highly relevant integrated marketingcommunications spanning online and oine, outbound and inbound, mass and addressable. Tebreadth and depth o options presents an incredible palette to marketers rom which to createcustomer interactions, but the Web rises above all others as the tie that binds marketing channelstogether. Tis phenomenon is evident in countless scenarios, such as email campaigns that driverecipients to the Web site or the use o rich media within predominantly oine advertisingcampaigns. And yet marketers still ail to realize the ullest potential o Web-based intelligence inthe context o multichannel marketing. Why? Because:
Customer Intelligence teams are already overextended.
No Customer Intelligence proessionalhas ever complained about a surplus o ree time. Extending the use o existing Web-basedintelligence requires stretching beyond day-to-day business tasks and project work, a luxury that lean Customer Intelligence teams simply cannot aord in these recession-wracked times.
Marketing responsibilities still live in channel-specic silos.
Te customer experience isrequently broken down into components and owned by dierent departments, teams, or lineso business, resulting in substantial integration challenges. Te complexity o synching customerdata grows exponentially when oine and online marketing are considered dierent businessunits or when channel relationships are spliced apart between Web, bricks and mortar, media,and CRM teams.
Most rms lack an evangelist or Web intelligence.
Outside o those who specialize in onlinechannels, most marketers in the enterprise are not aware o the cross-channel value o Web-based intelligence. Tis squandered opportunity needs to be rectied by savvy CI proessionalswho understand the potential o — and can act as an advocate or — the multichannel business value o customer insights rom the Web.
EnTER THE WEB AnAlyTICS PlATFORM
I the Web is the common thread throughout the marketing mix, marketers can ill aord to missthe opportunity to use Web analytics to close the gaps between cross-channel marketing tactics. Webelieve that Web analytics platorms are one o the most critical sources o activity and insight orCustomer Intelligence because they (see Figure 1):
Enjoy near universal adoption.
At this stage, the penetration o Web analytics technology isextremely broad and most companies already have the Web analytics capabilities in place and aregathering the requisite baseline data rom which to start building strategic Customer Intelligence.
Provide rapid eedback.
Activities on the Web play out in rapid time rames; campaigns areoen completed in days or even hours, essentially at the speed o light when compared withtraditional media cycles. Te ability to gather and analyze data quickly allows or testing anditerative improvements that ew channels can rival.