Beyond web analytics

NEXT GENERATION WEB ANALYTICS comprehensive, cross-platform solutions

TERMINOLOGY

Web Analytics is the measurement, collection,

analysis and reporting of Internet data for

purposes of understanding and optimizing

web usage.

LOGFILE ANALYSIS

- Visitors- Hits- Robots- Viewed (pages)- Browsers- Referrers- Key Phrases

PAGE TAGGING / WEB ANALYTIC TOOLS

OTHER WEB RELATED ANALYTIC TOOLS

- Email Analytics- Social Media Analytics- Mobile Analytics- Online Video Analytics- Affiliate Tracking- Online Survey Data

etc.

SITE TAGGING EXAMPLE

- SiteCatalyst- Google Analytics- comScore ScoreCard Research- Tacoda- Atlas- DART Spotlight- DART Floodlight- Google AdWords Conversion- Atlas Search

MEASURING ROI/ROM (WEB ANALYTICS)

Short Term ROI PPC: good measurability Email: insufficient measurability Direct (snail) Mail: unreliable Radio/TV/Print: unreliable Event Marketing: unreliable

Long Term ROI (brand awareness etc.): useless

WEB ANALYTICS & RESPONSE RATES

SEM: SEO/PPC PPC: good measurability Email: sufficient measurability Direct (snail) Mail: unreliable Radio/TV/Print: unreliable Event Marketing: unreliable

Long Term ROI (brand awereness etc.): “useless”

(TYPICAL) SCENARIO

Store Call CentereCommerce

www.Company.com

TYPICAL RESULT

POS

TV

CRM/Loyalty

MOST POPULAR ANALYTICS PROGRAM

CLIENT-BASED AGGREGATION MODELS

Typically Not Real-Time Limited Scalability Limited Flexibility Stale Data Time Consuming Exports/Imports Complicated Interfaces

PARTIAL SOLUTIONS(IMPORT; EXPORT; API)

Social Media Aggregation Tools Email Marketing Analytics Content Management Systems Client Relationship Management Systems Cost Per Action Networks Campaign Reporting Systems

PPC Display/Banner

COMPLEX SOLUTION REQUIREMENTS

ROI: Correlates all “touch points” Organic Search, PPC, Email, Phone, POS etc! Customer Care; i.e.

Complaints & Returns Repeat Orders & Referrals

Response Rate: Correlates all Channels: Website Visits Email Social Media Call Center (Store) Visits

COMPLEX SOLUTION REQUIREMENTS (CONT.) Prospect Segmentation Capability

Reductive - demographics, geographic (e.g. Age, Income, Gender, Region) – CENSUS DATA

Attitudinal – psychographics – SOCIAL MEDIA Behavioral - lifestyle, buy cycle - CRM

Deciling (Clients) Revenue / Gross Margin Referrals Life Time Value “Soft Factors” such as Influencer Status / Social Media

OTHER MARKETING ANALYTIC MEASURES Cluster Analysis: identify groups with similar criteria Retention Rates Lifestage / Lifecycle Predictive Modeling

IN A NUTSHELL: FUNNELS#/$

Segment XXX

IN A NUTSHELL: FUNNELS

ADVANTAGES

Reduce time and cost of data aggregation: respond quickly

Create customer-centric experiences utilizing all available data sources =

Increase Retention Rates / Reduce Bounce Rate

Increase conversion rates of marketing campaigns

Increase revenue through better targeting: “offer matches customer”

Increase gross margins by optimizing product mix