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Measuring web 2.0 Technologies with webTrends Marketing lab
ParT 2: BrOadCasT Media uP ClOse
Overview

Web 2.0 continues to play an increasingly important role in online business today as consumers look for a new and more engaging online experience and increased flexibility in how they interact with businesses online. In the business brief Measuring Web 2.0 with WebTrends Marketing Lab, Part 1: RIA and RSS Up Close, we demonstrated how to measure Web 2.0 technologies like Rich Internet Applications (RIA)—including AJAX and Flash—to improve the user experience. We also showed that measuring the effectiveness of Real Simple Syndication (RSS) can ensure that you successfully extend the reach of your web content. Our discussion of Web 2.0 wouldn’t be complete without addressing broadcast media, which is a market that’s emerging as an increasingly important content distribution channel. As an example, a recent eMarketer survey showed that more than one-third of the total US population viewed video at least monthly during 2006, and in three years, more than half of all Americans will be part of the online video audience. In this guide, we’ll examine the challenges marketers face when leveraging broadcast media technologies such as online video and mobile media to drive customer engagement and build brand loyalty. We’ll also focus on best practices for measuring and optimizing these technologies.
Business Challenges
Consumers have taken control over their online experience. It’s the consumer who dictates when, where and how they engage with your company. Marketing

departments are responding to this shift by investing more in Web 2.0 technologies to provide more choices and more media channels. This shift in the way media and content is consumed presents new opportunities for marketers. However, it presents new challenges as well, especially when it comes to effectively reaching their customers, establishing relationships, acquiring new prospects, and achieving positive ROI. These challenges can be classified into three categories: 1. What is the ROI? As marketers invest more resources into broadcast media technologies, determining the ROI of a campaign can be difficult without a proven process for collecting data, an accurate reporting framework and Key Performance Indicators (KPIs) to measure the impact their investments have on improving the visitor experience and increasing loyalty. 2. How can you build customer relationships? You can build profitable relationships with your visitors if you develop content in the formats they want most. You can also increase their likelihood to return to your site by carefully measuring visitor interaction with broadcast media, determining their preferences, and customizing their online experience. 3. What are customers consuming across channels? Because Web 2.0 technologies like broadcast media are only part of the visitor engagement, it’s crucial to understand how visitors consume content via these channels as well as other interaction channels to create a complete picture of your visitors. In addition to these challenges, it’s also true that many Web 2.0 technologies are relatively new, and few have established best practices, reporting or data collection standards. That’s why marketers look to companies like WebTrends to help them develop best practices for optimizing broadcast media for their business.

Measuring and OPTiMizing Online videO
The proliferation of high speed broadband and Wi-Fi means that more people are engaging in the immersive qualities of online video such as online TV shows, user-generated videos and news. In a recent study by Forrester, over half of the respondents over the age of 18 stated that they have viewed online video of national or local news, sports highlights, and movie trailers. It shouldn’t be surprising that the US market for online video advertising is expected to outpace other forms of display advertising, growing from $251 million dollars in 2005 to $1.3 billion dollars in 2011 as reported by Jupiter in an October 2006 study, “Online Video Advertising: Leveraging the YouTube Effect.” Most organizations use online video to create loyal visitors who visit more often, and watch or listen longer. Organizations selecting an online video analytics solution should ensure that candidates provide flexible data collection options to accommodate a variety of streaming technologies and platforms. Successful analysis of video also requires a consistent reporting methodology to measure passive visitor behavior as well as strong visitor interactions such as controlling media player interactions.
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Measuring and OPTiMizing rss and POdCasTs
Really Simple Syndication is a channel businesses use to broadcast content to their customers. RSS is used across a wide variety of sites; from media sites syndicating content, to travel sites providing promotional offer feeds, to online retailers that offer the ability to subscribe to search results. Organizations offering online video should also look at using RSS technologies for syndication of media via podcasts. This can make your media available to new audiences interested in listening to streams on their own terms when they can time shift the material. To learn more about measuring and optimizing RSS, read Measuring Web 2.0 with WebTrends Marketing Lab, Part 1: RIA and RSS Up Close.

Measuring and OPTiMizing MOBile Media
Because visitors are demanding more control over how, when, and where they consume content, you have to make sure you deliver content the way they want it. In many cases that means via mobile and handheld devices. A recent Jupiter report showed that total advertising spend for mobile messaging and display ads is set to increase from $1.4 billion in 2006 to $2.9 billion in 2011. But there are a lot of variables in mobile media: equipment, capabilities, form factors… these can make delivering standard content complicated. Publishers must understand the types of devices used by their visitor base in order to develop content with the broadest reach. Read on to find out how WebTrends provides in-depth reporting that helps you make the most of delivering content to mobile technologies whether they’re watching video on a handheld device, listening to streaming audio on their phone, or anything else.

weBTrends sOluTiOns fOr Online videO
WebTrends provides a comprehensive and flexible solution for measuring video consumption across your web properties. Through the use of WebTrends SmartSource Data Collection, you can standardize events and KPIs across your web sites and other channels to gain a clear understanding of user behavior, regardless of the medium. WebTrends SmartSource Data Collection and WebTrends patent-pending first-party cookie provide accurate reporting across the WebTrends Marketing Lab product family. WebTrends Analytics 8 gives you visitor behavior and conversion analysis while WebTrends Marketing Warehouse helps you to leverage customer data to drive targeted marketing campaigns.

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undersTanding Online videO COnsuMPTiOn
It’s important to monitor overall video popularity as well a clip’s ability to maintain visitor engagement. Videos that retain a visitor’s attention for more than 60 seconds or drive multiple strong visitor interactions (like pressing pause and play) provide publishers with multiple opportunities to trigger companion advertisements.

Measure the top clips and identify the ones that are most engaging to visitors.

CreaTe TargeTed OPPOrTuniTies fOr yOur Online adverTisers
WebTrends Marketing Warehouse extends the visibility you have into your visitors. Combine the interactivity of dynamic content with visitor demographics to understand the content that’s most engaging and leverage visitor demographics and behavior to create opportunities for targeted online advertising.

Create more targeted advertising opportunities by determining which content and videos are the most interesting to specific demographic groups.

With the ability to identify detailed customer segments you can create more targeted opportunities for your advertisers, and measure accurate unique visitor counts to make it easy for your advertisers to justify their spend. KPIs for online video include: • Clip requests • Clip visits • Clip visitors • Percent of clip complete • Clips by average duration • Strong visitor interactions (pause/play)

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undersTanding slideshOw COnsuMPTiOn
As an alternative to video clips, media companies are turning to slideshows to visually communicate companion storylines. The driving factor behind this is the fact that consumers are often located in environments where they either lack the computer resources or private setting needed to view streams, such as in a public work place. In situations like these, consumers will often favor slideshow elements that can be viewed at the user’s pace and selectively filtered based on the user’s personal preferences. KPIs for slideshows include: • Channel interest • Views, visits, visitors • Visit duration • Slide interest • Views, visits, visitors • Visit duration • Feature tracking • Slideshow views, visits, visitors • Strong visitor interactions • Slideshow events (forward/back)

weBTrends sOluTiOns fOr rss and POdCasTs
RSS feeds are an excellent way to alert your audience to new content on your site. WebTrends lets you measure the popularity of feeds and compare RSS performance to the other channels in your marketing mix. With flexible options for data collection and the ability to segment visitors across a number of demographic and behavioral attributes, WebTrends Analytics 8 is helps you understand which demographics are using your feeds, which feeds they are using, and how often. And WebTrends Marketing Warehouse helps you identify the preferences and behavior of your RSS visitors in order to drive relevant content and targeted marketing campaigns. Read Part 1 of Measuring Web 2.0 to learn more about measuring and understanding RSS feeds.

weBTrends sOluTiOns fOr MOBile Media
WebTrends solutions for measuring mobile technologies are built on years of experience providing reporting analysis of Wireless Application Protocol (WAP) and Palm devices. WebTrends mobile reports provide deep insight into content consumption and visitor behavior, as well as mobile device usage. Because WebTrends solutions use the same tagging methodology, you can consistently track your visitors across every channel and distribution model.

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Measuring MOBile deviCe CaPaBiliTies
Understanding the capabilities of your visitors’ devices will help ensure an optimal user experience.

Identify and develop content for the top browsers.

Learn which are the most common WAP markup languages for your audience.

Measuring MOBile COnTenT
In addition to measuring device usage, WebTrends measures mobile content consumption and provides metrics to help you understand visitor interests and behavior.

Identify the top resources and pages accessed on mobile devices.

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CreaTe TargeTed CaMPaigns fOr yOur MOBile users
WebTrends Marketing Warehouse extends the visibility you have into your Mobile subscribers. Supported by a relational database, WebTrends Marketing Warehouse builds customer profiles based on the preferences and behavior of your visitors. With this insight you can create offers that your mobile users are most likely to act on.

Send a targeted offer to your mobile users who have responded to a sweepstakes campaigns but have not registered.

KPIs for mobile services include: • Clip/page/deck views and visits • Clips/pages per visit • Process flow: conversion analysis • Registration conversion • Cart conversion • Application conversion

suMMary
There are more and more technologies and channels available today, and that means there are more opportunities to improve the ways you interact with your visitors. With so many options, it is important to make sure you stay focused on measuring the impact broadcast media technologies like online video, mobile, and RSS have on improving your visitor interactions, conversion and visitor relationships so you get the highest return of your efforts.

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The flexible and accurate WebTrends reporting framework helps you to build measurement and KPIs into your development process. Through ongoing measurement and optimization, WebTrends helps you leverage Web 2.0 technologies to: • Improve the visitor experience • Effectively reach your customers through new channels • Leverage these technologies to increase conversion These rapidly evolving technologies make it an exciting time to be in the business of measuring, testing and optimizing every online interaction, and WebTrends is your partner for Web 2.0 success.

About WebTrends: WebTrends is the leading provider of web analytics software and on-demand solutions for web-smart customers including General Mills, IKEA, Microsoft, Reuters and Ticketmaster. With WebTrends Marketing Lab, the company has expanded its comprehensive analytics platform to offer on-the-fly data exploration and customer targeting solutions fueling relationship marketing. Thousands of enterprises have chosen WebTrends solutions and consulting services to accurately prove and improve their business and marketing results.
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