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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