Top 5 Dos and Don'ts for Measuring Web 2 0 | Digital Marketing | Online And Offline

Web Analytics & Internet Marketing Solutions

Top 5 Do’s and Don’ts for Measuring Web 2.0
April 18, 2007 Akin Arikan, Internet Marketing Solutions Group Unica Corporation®

The Opportunity for Marketers from Web 2.0

Not Spam 2.0!

But Rather:
 Build brand through amplifying your customers’ voices  Offer unique values through consumer intelligence  Create better user experiences through RIA

© 2007 Unica Corporation

Web Analytics & Internet Marketing Solutions

• Do Web Analytics! • Don’t Just Measure to Improve Usability and Conversion Rates!

How Do I Love Measuring with Web 2.0? Let Me Count the Ways

Maximize value of customers

Maximize value of products & messaging Maximize value of application/site

Relationship Marketing Build Actionable Profile

Market Insight Capture Consumer Intelligence

Optimize Web 2.0 Applications Usability, conversion rates & engagement!
© 2007 Unica Corporation

Case Study: Product Review & Participation Site
Digital Snap Shooter X2020 LCD Display Click & drag the image to rotate 360°

 Click and drag to rotate  Comment on this feature  Upload photos taken with this model  Invite friends to share

Mouse-over features to zoom, read reviews, add comments, & rate features

© 2007 Unica Corporation

Web Analytics & Internet Marketing Solutions

• Do think of measurement from the beginning of your project • Don’t think of page views • Don’t use log files for RIAs

2.0 Event Tagging
Digital Snap Shooter X2020 LCD Display

When Page Views Won’t Cut It  Tag relevant events with event tagging functionality  Choose the right event tagging language for the job:

Click and drag to rotate  Comment on this feature  Upload photos taken with this model  Invite friends to share

• Flash/Flex Apps/Movies: ActionScript tag • AJAX, DHTML, your blog: JavaScript tag • Your blog postings on others’ blogs: Pixel tag

© 2007 Unica Corporation

Business Goals Of A Web 2.0 Application
Drive Traffic
• Attract more visitors • Create viral buzz • Encourage repeat visits

Metrics
Unique visitors Engagement: Session length, comments, uploads, invitations RIA Events: rotate, zoom features

Drive Revenue
• Convert visitors to buyers • Upsell and cross-sell
Revenue, conversions Average order value Upgrades, market basket Repeat purchases Lifetime customer value Popularity: products, features, price ranges

Build Brand
• Create customer relationships • Get direct feedback from customers/prospects
© 2007 Unica Corporation

Web Analytics & Internet Marketing Solutions

• Do measure overall contribution of RIAs • Do measure feature level contribution & usability of RIAs

Measure RIA Overall Contribution

Customer Market Application

March 1, 2007 – March 31, 2007

© 2007 Unica Corporation

Measure RIA Feature Usage And Effectiveness

Customer Market Application

March 1, 2007 – March 31, 2007

© 2007 Unica Corporation

Event Streams Help Improve RIA Effectiveness

Customer Market Application

March 1, 2007 – March 31, 2007

© 2007 Unica Corporation

Web Analytics & Internet Marketing Solutions

• Do measure community, commerce & engagement

Measure Community, Commerce, & Engagement

March 1, 2007 – March 31, 2007

© 2007 Unica Corporation

Web Analytics & Internet Marketing Solutions

• Do measure to learn about market & demand • Do capture social intelligence

Web Analytics As An Insight Machine
March 1, 2007 – March 31, 2007

Customer Market Application

© 2007 Unica Corporation

Web Analytics & Internet Marketing Solutions

• Do measure to serve individual customers

Relationship Marketing

Customer Market Application

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

© 2007 Unica Corporation

Action: Automate 1:1 Communication
Visit Range

Customer Market Application

Reviewed LCD

Weighted High

Rated Low

Purchased New

Cameras are us

Permissions

Permissions

Cross-Channel Analysis and Execution

Customer LTV

Send leads to telemarketing for high-value prospects
© 2007 Unica Corporation

Pre-Integrated Marketing Suite for Internet & Enterprise Marketers

Marketing Resource Management

Content Management: Approvals, Markup

Dashboard & Metrics Automated Predictive Modeling

NetInsight for Web Analytics
Powerful & Flexible Customer Decisioning

Intelligent Lead Mgmt

Contact Optimization
© 2007 Unica Corporation

Email Authoring & Execution

Real-Time Personalization

Distributed Collaboration

Web Analytics & Internet Marketing Solutions

• Don’t ignore offline effects of online activity

Online Prospects Can Be Beamed to Earth

Thank you!

Online …

Offline!

© 2007 Unica Corporation

Internet Influenced Offline Purchases Are Increasingly Significant
Online & Online-Influenced Retail Sales ($Billions)
% Total Retail Sales
Source: JupiterResearch, 11/06
© 2007 Unica Corporation

Meet Your Online Prospects on Earth

Thank you!

Online … • What is the flow over?

Offline!

• What online messages / ideas increase flow? • Which search keywords / ads are best at triggering offline conversions?
© 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)
Tracking Code

113505

Display & retrieve customer codes Your VIP ID: 1278123 Display unique 800 numbers “Call (888) 212-3193”
© 2007 Unica Corporation

10% Off

32938A

Meet An Individual Online Prospect on Earth

1:1
Thank you!

Online … • Who continued offline? • Did he/she purchase?

Offline!

• If yes, what and how much ($$$)? • If not, why not? ( re-market)

© 2007 Unica Corporation

How Can You Measure Individuals’ Offline Conversions Triggered By Online Marketing?
Step 4: Connect the dots
Contact ID: #366282

Direct Response

Thank you!

Inferred Response (By matching up contacts, loyalty cards or accounts based on cookie or login)

© 2007 Unica Corporation

How Can You Measure Individuals’ Offline Browsing Triggered By Online Marketing?
Step 1: Entice online registration (and set a cookie)

Hi Akin!

Step 2: Feed user activity Into CRM or SFA

Web Analytics

Step 2b: Prioritize offline treatment

View web session

Step 3: Entice identification in stores offline

© 2007 Unica Corporation

Freebies: Recipe Cards for OnlineOffline Fusion Marketing
Part 1, Fusion Metrics  Online Lift  Offline Lift  1:1 Online Conversions  1:1 Offline Conversions  Actionable Marketing Profiles

© 2007 Unica Corporation

Freebies: Recipe Cards for Web Analytics
For Visitor  Attraction  Conversion  Retention Measuring  Pay-per-click  Organic Search  Campaigns  Site Layout
© 2007 Unica Corporation

Freebies: Web 2.0 Case Study
For Visitor  Attraction  Conversion  Retention Measuring  Pay-per-click  Organic Search  Campaigns  Site Layout
© 2007 Unica Corporation

Unica Customers: Diverse Successful Marketers
Telecom Health/Insurance Retail/Catalog

Publishing

Financial Services

Travel

Other Industries

© 2007 Unica Corporation

Q & A?

• Web Analytics Solutions • Internet Marketing Solutions • Enterprise Marketing Solutions

© 2007 Unica Corporation

InternetMarketing@Unica.com

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