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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
Relationship Marketing
Build Actionable Profile
Maximize value of
products &
messaging
Market Insight
Capture Consumer Intelligence
Maximize value of
application/site

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 Mouse-over features


 Comment on this feature to zoom, read reviews,
 Upload photos taken with this model add comments,
 Invite friends to share & 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


When Page Views Won’t Cut It
LCD Display
 Tag relevant events with event
tagging functionality

 Choose the right event tagging


language for the job:
• Flash/Flex Apps/Movies:
 Click and drag to rotate ActionScript tag
 Comment on this feature
 Upload photos taken with this model • AJAX, DHTML, your blog:
 Invite friends to share
JavaScript tag
• Your blog postings on others’
blogs: Pixel tag

 2007 Unica Corporation


Business Goals Of A Web 2.0
Application

Metrics
Drive Traffic
• Attract more visitors Unique visitors
Engagement: Session length,
• Create viral buzz comments, uploads, invitations
• Encourage repeat visits RIA Events: rotate, zoom features

Drive Revenue
• Convert visitors to buyers Revenue, conversions
• Upsell and cross-sell Average order value
Upgrades, market basket

Build Brand
• Create customer relationships Repeat purchases
Lifetime customer value
• Get direct feedback from
Popularity: products, features,
customers/prospects price ranges

 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
Customer
Market
Application

Contribution

March 1, 2007 – March 31, 2007

 2007 Unica Corporation


Measure RIA Feature
Customer
Market
Application

Usage And Effectiveness

March 1, 2007 – March 31, 2007

 2007 Unica Corporation


Event Streams Help
Customer
Market
Application

Improve RIA Effectiveness


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
Customer

Web Analytics As An Market


Application

Insight Machine
March 1, 2007 – March 31, 2007

 2007 Unica Corporation


Web Analytics & Internet Marketing Solutions

• Do measure to serve individual


customers
Customer
Market
Application

Relationship Marketing

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
Customer
Market
Application

1:1 Communication
Visit Range

Reviewed LCD Weighted High Rated Low Purchased New


Cameras are us

Permissions Permissions

Cross-Channel
Customer LTV
Analysis
and Execution

Send leads to telemarketing


for high-value prospects

 2007 Unica Corporation


Pre-Integrated Marketing Suite for Internet
& Enterprise Marketers

Marketing Resource Content Management:


Management Approvals, Markup Dashboard &
Metrics

Automated Predictive
Modeling

NetInsight for
Web Analytics

Powerful & Flexible


Customer Decisioning

Intelligent Lead Mgmt

Contact Optimization
Email Authoring
 2007 Unica Corporation & Execution Distributed Collaboration
Real-Time Personalization
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 … Offline!

• What is the flow over?


• 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
10% Off
Your VIP ID: 1278123

Display unique 800 numbers


32938A
“Call (888) 212-3193”

 2007 Unica Corporation


Meet An Individual Online
Prospect on Earth

1:1
Thank you!

Online … Offline!

• Who continued offline?


• Did he/she purchase?
• 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

Direct Response
Contact ID: #366282

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
View web session

Step 2b: Prioritize


offline
treatment Step 3: Entice identification in
stores offline

 2007 Unica Corporation


Freebies: Recipe Cards for Online-
Offline 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

Other Industries
Travel

 2007 Unica Corporation


Q & A?

• Web Analytics Solutions


• Internet Marketing Solutions
• Enterprise Marketing Solutions

InternetMarketing@Unica.com
 2007 Unica Corporation

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