Emakina Academy 5 - Know your audience - Webtrends

© 2006 WebTrends Inc. All Rights Reserved

Maarten Sambre

Consultant

[email protected]


The new WebTrends

� 12 years of consistent market share leadership

� #1 in Web Analytics Strategy Forrester

� #1 in Web Analytics Market Presence Forrester

� #1 in Web Analytics Market Share, IDC

� Half of the Global and Fortune 500 as customers

� Global operations - 300 employees

� 10,000 customers have made the move to the new WebTrends 8

� WebTrends On Demand and Software

� Partner Network


WebTrends Selected European CustomersTelecommunications Finance

Pharmaceuticals Auto/Manufacturing


WebTrends Selected European CustomersMedia/Entertainment Consumer

Retail Travel


It’s no longer about Web Analytics.


The pressure to grow online advertising

Consumers spend34% of their

media time online

But…online ad spend is just 6% of all

ad spending


Online advertising market opportunity

It’s a multi-billion dollar market that has 5x growth potential in near term:

Current market: $10 billion Potential market: $47 billion


The art of marketing

Traditional push advertising

Clouded measurement


Match activities to results

The Web enables direct measurement

Web site Clouded measurement


Web site

Moving from an indirect to a direct model

Leverage visitor intent to build relationships


The web is the new marketing hub

Over 56 percent of marketing executives said that the web will soon be the hub of their organization’s marketing strategy.

2006 WebTrends Web-Smart CMO Report


Web Analytics is evolving into

Marketing Performance Management


The maturing of Web Analytics

Stronger customer relationships and higher lifetime value, based on a framework of established goals, consistent metrics, and constant optimization across the entire marketing organization, and across every customer touch point.

Marketing Performance Management


Know your customers, build relationships

TARGETING

Aggregate Activity Data

Activity Segments

Customer Segments

Page Views / Impressions

Visits / Daily Unique Visitors

Unique Visitors over Time for any Behavior

Visit-based Analytics Solutions

GeneralCampaign Tools

Customer-based Analytics Solutions

CUSTOMER INSIGHT


Unique visitors and conversion

Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7

1 Conversion / 12 Daily Uniques = 8.3% Conversion rate

1 Conversion / 2 Unique Visitors = 50% Conversion rate

1 Conversion / 20 Visits = 5.0% Conversion rate

2 1 2 22 12 = 12 Daily Uniques

= 2 Unique Visitors+

3 2 4 32 33 = 20 Visits

1 Conversion


How do I accurately identify visitors?

The accuracy continuum for unique visitors…

Least accurate Most accurate

IP Address Session cookie Persistent cookie

Recommended best practice

Session parameter

Authentication

Ideal, but rarely

practical

IP Address

IP + Agent


3rd-Party Vendors

Not all cookies are created equal

Your Web Site (1st Party)

Your Visitor’s Browser

Uncertain Relationship

High Browser Acceptance

Blocking Software?

Page Request


WebTrends CustomerImplemented 1st Party Cookie In July

June: 14.07%

July: 3.89%


WebTrends Marketing Lab Product Family


� Comprehensive Web Analytics platform

� Successor to WebTrends 7

� Driving results across the entire organization

� KPI dashboards & goal-driven metrics

� Conversion & marketing optimization

� Business Intelligence Integration



� Extends WebTrends Analytics 8

� Relationship marketing engine

� Enterprise-class data warehouse

� Identify valuable customer segments

� Drive targeted campaigns



� How are my e-mail campaigns performing?

� Which customer segments are most likely to act?

� How is the site converting?

� How can I make it easier for visitors?

Challenges marketing faces today

Marketing Executive

� Data is in silos

� KPIs are inconsistent

� Poor targeting capabilitiesOnline Marketing

Web Producer

Merchandiser/Product Manager

Customer Marketing

� Are we hitting performance goals?

� Where should we be investing our budget?

� How are sales performing?

� Which product mix changes will improve sales?

� Am I hitting my lead targets?

� How can I lower my cost per lead?

Pain Points


Integrated Reporting Integrated Metrics

Captures campaign

details, business events and customer profile

data in a single,

consistent metrics

framework.

Measure all your campaigns consistentlyMarketing Investment

Business Intelligence

Used by database marketers and business analysts to fuel relationship marketing campaigns and build strategic plans

Operational Analysis

Designed for functional managers to dig into their program details, take action and improve results

Business Reporting

Custom Reporting

Top-line performance

Appropriate for the whole organization to monitor top line key performance indicators (KPIs)

Performance Dashboards

Real-time traffic metrics

Customer Segmentation

Business Intelligence


Marketing Executive Performance Dashboards

� Manage by KPIs

� Set Goals

� Model Performance


Online Marketer Optimize Campaign Spend

� Understand campaign ROI

� Optimize marketing mix

� A/B test creative


Merchandiser Drive Product Sales

� Optimize conversion process

� Evaluate merchandising mix

� Drive sales performance


Web Producer Determine the value of each page

� Improve web site design

� Evaluate page real estate

� Decrease home page bounce


Customer Marketing Real-time segmentation

� Predictive RFM analysis

� Behavior-based segmentation

� Opt-in program optimization

� Relationship Marketing


Example Relationship Marketing

Site Conversion


Other

10%

Interested in a cruise from Miami, abandoned at “Airfare”

15%

No interest

40%

Interested in a cruise

15%

Targeting for better site conversion (Azul Travel)

Interested in a cruise from Miami

15%

Converters = 5%

Non-converters = 95%

If you’ve ever thought about a cruise this is the perfect time to come aboard!

Kiss winter goodbye with a warm Caribbean cruise!

Book Now!


Matching offers with your customer’s needs

Prospects search on “Cruise from Miami”

Cruise from Miami


They choose an organic search listing



They later return to look for airfares

Some return to the site to view “7-day packages”

They visit the site and sign up for email offers



Target your customers like never before


Fantastic deals from the Northeast to Miami!Just in time for the spring cruise season, these are some of the best fares we’ve seen all year!

Sample Fares:

New York (JFK): $239

Boston: $259

Hartford: $25912 cities total: see all > Book Now!

Results:

� Right offer to the right person, at the right time

� Number of conversions up

� Average order size up



There’s a new opportunity to prove and improve your marketing performance.


Confidence

Actionability

Results

The industry’s most accurate metrics to measure, test and optimize your marketing

Enterprise-class analytics, and a data warehouse to enable relationship marketing

An integrated MPM framework to prove, and improve the contributions to your organization

WebTrends Marketing Lab provides…


And Finally…

IntroducingIntroducing

The WebTrendsThe WebTrends

Web DetectiveWeb Detective

Register Today

to get top Tips & Tricks

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from your web analytics

http://www.webtrends-detective.com


Thanks for your time today.

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