data, data, data how to prevent online analysis paralysis? september 21, 2009
Post on 26-Dec-2015
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http://www.youtube.com/watch?v=jpEnFwiqdx8DID YOU KNOW?
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Too many?
• How many reports a day, a week?
• What do you use?
• How do they help you make the right decision?
• Is their a better way?
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SEM / Ads
TV / Radio
Social Media
Direct Mail
Measure ROI Take credit Share credit
Continuous Cycle of Improvement- Aggregate Level -
Web Analytics
Web Online OfflineAnalysts Marketers Marketers
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SEM
Ad Serving
Affiliate
Social Media
Don’t Ignore Personal Level Web Analytics!!!!
Web Analytics
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Web AnalyticsSEM
Ad Serving
Affiliate
Social Media
Surprise! Two Cycles of Continuous Improvement!
Aggregated Analytics Loop
Personal Analytics Loop
Personalized Email Real-Time Targeting
Decisioning & Personalization
Simple observations Predictions Event and Pattern Detection
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Web Analytics
OFFLINE
ONLINE
SEM
Ad Serving
Affiliate
Social Media
Web Analytics Can Drive the Offline Too (+ Benefit from)
Decisioning & Personalization
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Online & Offline Marketers’ Synergies
Web AnalystWeb Analyst OfflineOffline
• Proven analytics methods• Relationship focused• Automate & Innovate
• Granular behavior data• Acquisition centric • Emerging channels
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Behavioral Targeting Using Click + Customer Insights
Wouldn’t it be great if your web site was able to actively shape the sales dialog much like an attentive sales person would do?
USAGEINDUSTRIES CHALLENGE
• Travel
• Retail
• Finance
• Insurance
• Telco
• Sales dialog used to rely on skillful sales personnel
• But model has shifted to self-service
• Besides offering a great self-service experience, how can you improve conversion rates?
• Build dialog on visitors’
1. Past & current clicks
2. Registered customer insights
• Combine business rules and self-learning
• Personalize online and offline interactions
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Segment & Target Anonymous Visitors Based On their Site Behavior
Target Content Based On:• Clicks: European destinations
• Keywords: Bicycle vacations
• Referrer: Mountain biking site
• Visitor’s Geo location: USA, CA
• Self-learning intelligence: Top Europe locations for sporty, US browsers
• Business rules: Inventory
VACATIONS R US
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Interactive Data Across Online and Offline Channels
Cross-ChannelTargeting
and Execution
Anonymous and registered visitors
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Business value levels offBusiness value levels off
Grow Business Value with Web Analytics
Tactical reporting Strategic visitor insights for Interactive Marketing
Business value
Stage 1: Reporting
Stage 2: Optimization
Stage 3: Segment Targeting
Stage 4: Interactive Marketing -( Online only )
Stage 5: Interactive Marketing( Online + Offline )
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• Standard Web Server Log files
• “Pixel” tracking• Redirect tracking• Feeds from other systems• Eye tracking• Full session activity tracking• Panel Tracking• IP Tracking• Onsite vs. Offsite tracking• Listening trackers for Social
Media
TRACKING OPTIONS
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• Beyond traffic and conversion• How should I measure if a consumer had a positive
experience?
Engagement
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