WEB ANALYTICS TO IMPROVE DIGITAL MARKETING EFFORTS
weBlend - Comma | 18 September 2014
Ingrid Rennoire Business Intelligence
consultant At weBlend – Comma Group
More [email protected]/in/ingridrennoir
What’s Web Analytics?
Do not be afraid of Web AnalyticsLove it!
Internet usage & trends
Web Analytic & data is becoming a necessity
Go for « Digital Analytics »
From Business Intelligence to advanced analytics
Before Now
• Clicks
• CTR
• CPC
• Push
• Unique message
• Social presence
• Conversions
• ROI
• Consumer life cycle
• Dialogue
• Personalisation
• Social media Marketing
Functional trends
• Data visualisation
• Funnel and goals modelling (first and/or last click)
• Testing (A/B and multivariate)
• Standard and customized reporting
• Multichannel attribution for marketing purpose
• Benchmarking or competitive intelligence
• Tag management
• Integrated mobile metrics & social metrics
• Real-time
• Predictive ability
• CMS integration
Benefits?
• A better understanding of user demographics
• Optimization of on-site user behaviour
• Greater ability to monitor site performance and usability
• Increased measurability and marketing effectiveness
Forrester wave
The top 3
• Combines Adobe tools into a single solution
• Includes roles-based data access and workflows
• 2 versions: Standard and Premium (including Multichannels
analytics)
• Data collected and analysed at the individual level
• Data segmentation can also occur on the cloud-level
• A module-based platform integrating Unica and Coremetrics
• Add-on modules include:
• Impression Attribution
• Lifecycle
• Multisite
• Digital Recommendations
• Data stored in the cloud
• Modular platform designed to provide multichannel data
collection, analysis, reporting, and campaign optimization
or management.
• Individually priced tools include:
• Analytics
• Action Center
• Optimize
• Streams
• Segments
The challengers
•Modular platform that offers real-time and customizable analysis of
navigation, traffic sources, behaviour, goals, technology, and Geolocation.
•Add-on modules available:
• SalesTracker
• ChannelOptimizer
• Observer
• BuzzWatcher
•All data collected at the individual level
• Offer sophisticated data analysis and integration capabilities
• Universal analytics provide a single, customizable view of customer touch points
• Data collected at the individual session and individual hit levels
• Understand fully how customers interact with your web properties• Target the right customers at the right time• Personalise interactions with individual customers
SAS Adaptive Customer Experience include:• SAS for Customer Experience Analytics (CXA)• SAS Customer Experience Targeting (CXT)• SAS Customer Experience Personalisation (CXP)• SAS Marketing Automation (MA)
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How to achieve success thanks to Analytics?
“Define your Analytics
approach”
Measure your Digital Analytics Maturity
Define your goals
Choose YOUR solution
“Implement the solution”
Personnalise the tool
“Analyse your data”
Dashboard
“Optimise your activity”
Think performance
Questions?
www.weBlend.beMember of Comma Group
[email protected]/99.41.43
Avenue des Arts 46B-1000 Brussels (Belgium)
Thank you!
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