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Unified Analytics Webtrends for Web Social and Mobile

Unified Analytics Webtrends for Web Social and Mobile

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Published by: Rudy Torres Villegas on Mar 15, 2012
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03/15/2012

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WHITEPAPER / 
 
 ANALYTICS
UNIFIED ANALYTICS FORWEB, SOCIAL AND MOBILE
®
 
WHITEPAPER /  
 ANALYTICS
2
UNIFIED MARKETING PERFORMANCE:
MAXIMIZING RETURN ON DIGITAL MARKETING CAMPAIGNS
 At a Glance
Business Trend
•Digitalmarketinghasenteredanew,fragmenteduniverse,amultiplechannelgalaxyofweb,socialandmobileplanets.•Consumeradoptionofsocialandmobileisespeciallyfastandfurious,rampingupfasterthanpastchannels,puttingbrandsandchiefmarketingofcersunderpressuretounderstandconsumersandmeetdemand.•Thisfragmentationisdisruptingthemarketinglandscapeandpresentingnewchallengesfordetermininginvestmentandmeasuringeffectiveness.
 At Issue
•Manyofthesamechallengesfaced15yearsagowhencompaniesbeganwebmarketingareatissuetodayinsocialandmobilechannels.•Brandsarejumpingonthesocialandmobilebandwagonstomeetdemand,butintherushtogettherearebypassingthefundamentalsofdigitalmarketingplanning.•Eachdigitalchannelhasitsownmeasureofsuccess,butmanymarketersareunawareofwhattomeasureandwhichkeyindicatorsareimportant
Business Solution
•Astrategythatincludesmeasurement,testing,targetingandoptimizationisarecipeforsuccessinsocialandmobilechannels,justasitiswithwebsites.•Knowingwhatandhowtomeasureeachchannelcansetthestageforcontinualimprovement,customerengagement,andconversionandrevenue.•Advancedtoolsthatallowdatatobeanalyzedandoptimizedacrossallchannelsofferthebestbusinesscaseforachievingmarketingperformancebygettingmeasurablereturnonmarketingdollars.
CHALLENGES OF THE NEW DIGITAL MARKETINGLANDSCAPE
 Anenormouswaveofdiversityhashittheshoresofdigitalmarketers.WiththefastandfuriousadoptionofFacebook,Twitterandsmartphones,consumerdemandforsocialandmobilechannelshashitmarketinglikeatsunami,catchingmanybrands–andtheirCMOs–unpreparedtomanageexpectationsinthisnewdigitallandscape.Witheverynewchannelcomesanewsetoftechnologies,contentclassication,standardsandmeasurementsthatmustbeunderstoodandincorporatedintomarketingprograms.Anddevelopingnewchannelsrequiresalevelofinvestmentthatoftenrequiresjusticationtotheexecutiveboard.Howcanbrandsknowwhichnewchannelswillbeworththeirtimeandresources?
 
WHITEPAPER /  
 ANALYTICS
3The Fragmentation of Customer Touchpoints
InMay2011,WebtrendscommissionedForresterConsultingtostudythephenomenonofthe"splinternet,"atermForrestercoinedtodescribehowdigitalinteractionshavemovedfrombeingprimarilysite-centricjustafewyearsagotobeingsplinteredacrossmultiplechannelsanddevices.Thestudyyieldedthreekeyndings:1.TheSplinternetdisruptsthemarketinglandscape,butadaptingtoamultiplechannelenvironmentiscritical.2.Marketingstrategiesneedareboottomeetexpectationsofsophisticatedconsumers.3.Multi-channelsuccessrequiresunderstandingofuniedcustomerbehavioracrossallchannels.
Success Looks Different Over Here
 Addingtothesenseofdisruption-andconfusion-isthatsuccessonsocialandmobileplatformsismeasureddifferentlythansuccessismeasuredontheweb.Forinstance,webperformanceismostoftenmeasuredinvisits,pageviews,click-throughs,duration,etc.Socialplatformsuccessisseenin"likes,"posts,comments,sponsoredstories,re-tweets,etc.;whilemobileisseenthroughthelensofdownloads,usage,QRcodeusage,
 
orevenasatoolforpayment.Becausetherearesignicantdifferencesintechnologiesacrossplatforms,therearedifferencesinthewaycustomerengagementisperformed.Asthesechannelsadvanceandmoretoolsandappsbecomeavailableineachplatform,whatismeasured–andhowitismeasured–isimportanttohowsuccessismeasured.
The new multi-channel ecosystem, spurred by consumer demand and sophistication, is disrupting the digital marketing
landscape and making it difcult to measure effectiveness and evaluate overall performance.
“Get ready for mobile now.
Begin evaluating mobilechannels and establishingbenchmarks to ensure that your organization is ready to expand into mobile onceit hits the tipping point with
 your target customers.”
Source: Recommendation from “TheImplications of the Splinternet and Future of Web Analytics.” A Forrester Consulting Thought Leadership Paper Commissioned by Webtrends inSeptember, 2011

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