Copyright © 2013 Customer Paradigm , All Rights Reserved. Web Marketing
How Companies Track You
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Agenda
• Introductions• Email Tracking• Web Tracking• Offline Tracking
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Email Tracking
• Track Messages Opened• Links Clicked• Conversion to Purchase• Valid Email Address• When you open (time of day)• Where you open
(geographic)
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Email Samples
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Email Samples
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Web Tracking
• Cookies• Session Cookies• Persistent Cookies• 1st Party Cookies• 3rd Party Cookies
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Web Tracking
• Username & Password• Login info• Geographic Information• Time, Date• Facial Recognition• Gender “Guessing”
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eCommerce Conversion Tracking
Conversion Tracking: Code placed on order success
page, contact form success page.
Allows you to know what CPC keywords resulted in a Conversion.
You Can Only Control What You Can Measure
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Offline Tracking
• Cooperative Databases• Everyone adds to the pool• Everyone can take from the
pool• Age, Income, Home, Marital• Categories:• White wine, import car• Beer & Nascar
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Offline Online Tracking
• Promo Codes• Personalized URLs• Coupon Codes• QR Codes
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Search for “Car Stereos”
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Confusing… No Car Stereos!
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Search: build ipad app Boulder CO
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Personalized Search Result
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Want A Real Person?
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Works for Other Terms, Too.
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Personalization On Form
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“Personalized” Success Page
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Quick Conversion Stats
Campaign Result:
35% Increase in Conversions for Personalized Search Pages
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How Search Personalization Works
Website “Reads” inbound Search Terms
Uses terms to Personalize Page
Mail MergeRules-based System
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Postcard - Front
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Postcard – Personalized URL
Dear Jeff,
P.S. To sign up / more info, visit:www.AdventureRabbi.org/Jeff.Finkelstein
Jeff Finkelstein2990 Vassar DriveBoulder, CO 80305
P.S. To sign up / more info, visit:www.AdventureRabbi.org/Jeff.Finkelstein
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Website – Personalized URL
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Pre-Filled Contact Me Now
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Pre-Filled Registration Page
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How a pURL Works
User Enters pURL into Browser
System “reads” information from browser
System goes to database, retrieves info, creates personalized page.
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Quick Conversion Stats
pURL Success Statistic:
22% Increase in Registrations for Personalized Landing Page vs. non-personalized
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Personalized Email Campaign
Regular Website:
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Welcome, Jeff Finkelstein!
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First, Last, Email Pre-Filled
Regular Website:
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How Email Personalization Works
User Clicks On Link in Email message.
System “reads” information during link redirect.
System sets cookie; values of first, last, email can be read by site.
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Quick Conversion Stats
Email Web Personalization:
DiscountDecorating.com had 18% increase in orders vs. non-personalized site.
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Customer Paradigm’s Approach
(Talking to existing customers)RetainEmail MarketingpURL / Direct Mail
Search Engine OptimizationSearch Engine MarketingpURL / Direct MailTrade Show MarketingViral / Microsites
Acquire (Get new customers)
DesignContent MgmtCalendar / Events eCommerce + moreiPhone / iPad Apps
Interact (Interact via the web)
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Questions?
Contact: Jeff Finkelstein303.473.4400http://www.CustomerParadigm.com/
Questions?
• Web & Email Marketing• Print Design