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NEXT GENERATION WEB ANALYTICS comprehensive, cross-platform solutions

Beyond web analytics

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Page 1: Beyond web analytics

NEXT GENERATION WEB ANALYTICS comprehensive, cross-platform solutions

Page 2: Beyond web analytics

TERMINOLOGY

Web Analytics is the measurement, collection,

analysis and reporting of Internet data for

purposes of understanding and optimizing

web usage.

Page 3: Beyond web analytics

LOGFILE ANALYSIS

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

Page 4: Beyond web analytics

PAGE TAGGING / WEB ANALYTIC TOOLS

Page 5: Beyond web analytics

OTHER WEB RELATED ANALYTIC TOOLS

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

etc.

Page 6: Beyond web analytics

SITE TAGGING EXAMPLE

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

Page 7: Beyond web analytics

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

Page 8: Beyond web analytics

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”

Page 9: Beyond web analytics

(TYPICAL) SCENARIO

Store Call CentereCommerce

www.Company.com

Page 10: Beyond web analytics

TYPICAL RESULT

POS

TV

CRM/Loyalty

Page 11: Beyond web analytics

MOST POPULAR ANALYTICS PROGRAM

Page 12: Beyond web analytics

CLIENT-BASED AGGREGATION MODELS

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

Page 13: Beyond web analytics

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

Page 14: Beyond web analytics

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

Page 15: Beyond web analytics

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

Page 16: Beyond web analytics

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

Page 17: Beyond web analytics

IN A NUTSHELL: FUNNELS#/$

Segment XXX

Page 18: Beyond web analytics

IN A NUTSHELL: FUNNELS

Page 19: Beyond web analytics

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