making sales and marketing tools smarter with web analytics
DESCRIPTION
Presentation from Pekka Koskinen, Snoobi.TRANSCRIPT
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Making sales and marketing toolssmarter with web analytics
Pekka Koskinen, Snoobi
30.3.2011
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04/13/2023
Inspiration for the speech
• What are the current challenges using web analytics?
• Customers say that web analytics is important, but difficult and time consuming
• Customers are not interested in reports, just benefits• Web analytics provides data to optimise website, marketing and getting leads
• Customers have many systems that are not connected to each other• Lots of manual work
• Our mission: making web analytics based optimisation automated and easy for customers by making other tools work smarter with web analytics
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Sales and marketing tools
SEMCRM CMS
Web analytics
Other
Emails Display
Social media
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Visitors
Web analytics
Sales manager
Sales team
CRM powered by web analytics
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CRM powered by web analytics
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How to connect? – users perspective
Salesforce fetches web leads automatically every day
Log in:
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04/13/2023
SEM powered by web analytics
Web analytics data inside SEM tool• page views, conversions and real search phrases
More optimizedSEM campaigns
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04/13/2023
Email tool powered by web analytics
Web analytics data inside email tool• page views and conversions• subscriber level data
Feedback about campaign performance Subscriber segmentation
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04/13/2023
CMS powered by web analytics
Web analytics data inside CMS• Visits per page, entry/exit pages, navigation
paths
Concentrate on most important pages See effect of a change
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04/13/2023
Display advertising powered by web analytics
• Banner delivery tools can do smarter targetting and better reporting with web analytics
• Using behaviour, pageviews per visit, clickpaths and visit scoring in addition to impressions, CTR and conversions
• If connected, there’s no need to add conversion scripts to customer’s website
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04/13/2023
Social media tools powered by web analytics
• Facebook reports what happens on FB page
• With web analytics connected, we see which
posts generate traffic and conversions feedback about what’s working
• HootSuite has GA and FB connectivity• Still lacks combining these reports
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04/13/2023
Other examples powered by web analytics
Sitescanner
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04/13/2023
Behind the scenes – developers perspective
Enabling connectivity: APIs
Web service for developersto access data
Buzzwords: REST, XML, OAuth
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04/13/2023
Thank you!
Do you want your applicationbecome smarter with web analytics?
Contact:
+358 40 590 5670