top 5 dos and don'ts for measuring web 2.0
TRANSCRIPT
Top 5 Do’s and Don’ts for Measuring Web 2.0
April 18, 2007
Akin Arikan, Internet Marketing Solutions GroupUnica Corporation®
Web Analytics & Internet Marketing Solutions
2007 Unica Corporation
The Opportunity for Marketers from Web 2.0
But Rather:Build brand through
amplifying your customers’ voices
Offer unique values through consumer intelligence
Create better user experiences through RIA
Not Spam 2.0!
• Do Web Analytics!
• Don’t Just Measure to Improve Usability and Conversion Rates!
Web Analytics & Internet Marketing Solutions
2007 Unica Corporation
How Do I Love Measuring with Web 2.0?Let Me Count the Ways
Optimize Web 2.0 Applications
Relationship Marketing Build Actionable Profile
Market Insight Capture Consumer Intelligence
Maximize value ofapplication/site
Maximize value ofproducts & messaging
Maximize value ofcustomers
Usability, conversion rates & engagement!
2007 Unica Corporation
Case Study: Product Review & Participation Site
Mouse-over features to zoom, read reviews,
add comments,& rate features
Click & drag the image to rotate 360
Digital Snap Shooter X2020
LCD Display
Click and drag to rotate Comment on this feature Upload photos taken with this model Invite friends to share
• Do think of measurement from the beginning of your project
• Don’t think of page views
• Don’t use log files for RIAs
Web Analytics & Internet Marketing Solutions
2007 Unica Corporation
2.0 Event Tagging
Tag relevant events with event tagging functionality
Choose the right event tagging language for the job:
• Flash/Flex Apps/Movies: ActionScript tag
• AJAX, DHTML, your blog: JavaScript tag
• Your blog postings on others’ blogs: Pixel tag
Digital Snap Shooter X2020
LCD Display
Click and drag to rotate Comment on this feature Upload photos taken with this model Invite friends to share
When Page Views Won’t Cut It
2007 Unica Corporation
Metrics
Unique visitorsEngagement: Session length,
comments, uploads, invitations RIA Events: rotate, zoom features
Revenue, conversionsAverage order valueUpgrades, market basket
Repeat purchasesLifetime customer valuePopularity: products, features,
price ranges
Business Goals Of A Web 2.0 Application
Drive Traffic• Attract more visitors• Create viral buzz• Encourage repeat visits
Drive Revenue• Convert visitors to buyers• Upsell and cross-sell
Build Brand• Create customer relationships• Get direct feedback from
customers/prospects
• Do measure overall contributionof RIAs
• Do measure feature level contribution & usability of RIAs
Web Analytics & Internet Marketing Solutions
2007 Unica Corporation
Measure RIA OverallContribution
Customer
ApplicationMarket
March 1, 2007 – March 31, 2007
2007 Unica Corporation
Measure RIA FeatureUsage And Effectiveness
March 1, 2007 – March 31, 2007
Customer
ApplicationMarket
2007 Unica Corporation
Event Streams HelpImprove RIA Effectiveness
March 1, 2007 – March 31, 2007
Customer
ApplicationMarket
• Do measure community, commerce & engagement
Web Analytics & Internet Marketing Solutions
2007 Unica Corporation
Measure Community,Commerce, & Engagement
March 1, 2007 – March 31, 2007
• Do measure to learn about market & demand
• Do capture social intelligence
Web Analytics & Internet Marketing Solutions
2007 Unica Corporation
Web Analytics As AnInsight Machine
March 1, 2007 – March 31, 2007
Customer
ApplicationMarket
• Do measure to serve individual customers
Web Analytics & Internet Marketing Solutions
2007 Unica Corporation
Relationship Marketing
Reviewed LCD Display
Weighted LCD Display high
Rated LCD Display low
Bought new camera
Reviewed LCD Display
Weighted LCD Display high
Rated LCD Display low
Bought new camera
Customer
ApplicationMarket
2007 Unica Corporation
Action: Automate 1:1 Communication
Visit RangeVisit RangeVisit RangeVisit Range
Reviewed LCDReviewed LCDReviewed LCDReviewed LCD Weighted HighWeighted HighWeighted HighWeighted High Rated LowRated LowRated LowRated Low Purchased NewPurchased NewPurchased NewPurchased New
PermissionsPermissionsPermissionsPermissions
Customer LTVCustomer LTVCustomer LTVCustomer LTV
PermissionsPermissionsPermissionsPermissions
Send leads to telemarketing Send leads to telemarketing for high-value prospectsfor high-value prospects
Cross-ChannelAnalysis
and Execution
Cameras are us
Customer
ApplicationMarket
2007 Unica Corporation
Pre-Integrated Marketing Suite for Internet & Pre-Integrated Marketing Suite for Internet & Enterprise MarketersEnterprise Marketers
Content Management: Approvals, Markup
Automated Predictive Modeling
Marketing Resource Management
Powerful & Flexible Customer Decisioning
Distributed Collaboration
Dashboard & Metrics
Intelligent Lead Mgmt
Email Authoring& Execution
Contact Optimization
Real-Time Personalization
NetInsight forWeb Analytics
• Don’t ignore offline effects of online activity
Web Analytics & Internet Marketing Solutions
2007 Unica Corporation
Online Prospects Can Be Beamed to Earth
Online …
Thank you!
Offline!
2007 Unica Corporation
Internet Influenced Offline Purchases Are Increasingly Significant
Source: JupiterResearch, 11/06
Online & Online-Influenced Retail Sales($Billions)
% T
otal
Ret
ail S
ales
2007 Unica Corporation
Thank you!
Meet Your Online Prospects on Earth
Online …
• What is the flow over?
• What online messages / ideas increase flow?
• Which search keywords / ads are best at triggering offline conversions?
Offline!
2007 Unica Corporation
How Can You Measure Lift in Offline Activity Triggered By Online Marketing?
Correlate Trends “Buy online, pick up in store”or promotional coupons(Encode the source of the visitor a visit handle)
Display unique 800 numbers
“Call (888) 212-3193”
113505
Tracking Code
32938A
10% OffDisplay & retrieve customer codes
Your VIP ID: 1278123
2007 Unica Corporation
Online …
Thank you!
Offline!
• Who continued offline?
• Did he/she purchase?
• If yes, what and how much ($$$)?
• If not, why not? ( re-market)
1:1
Meet An Individual Online Prospect on Earth
2007 Unica Corporation
How Can You Measure Individuals’ Offline Conversions Triggered By Online Marketing?
Thank you!
Contact ID: #366282 Direct Response
Inferred Response
(By matching up contacts,loyalty cards or accountsbased on cookie or login)
Step 4: Connect the dots
2007 Unica Corporation
How Can You Measure Individuals’ Offline Browsing Triggered By Online Marketing?
Step 1: Entice online registration(and set a cookie)
Step 2: Feed user activityInto CRM or SFA
Hi Akin!
View web session
Web Analytics
Step 3: Entice identification instores offline
Step 2b: Prioritizeofflinetreatment
2007 Unica Corporation
Freebies: Recipe Cards for Online-Offline Fusion Marketing
Part 1, Fusion Metrics
Online Lift
Offline Lift
1:1 Online Conversions
1:1 Offline Conversions
Actionable Marketing Profiles
2007 Unica Corporation
Freebies: Recipe Cards for Web Analytics
For Visitor
Attraction
Conversion
Retention
Measuring
Pay-per-click
Organic Search
Campaigns
Site Layout
2007 Unica Corporation
Freebies: Web 2.0 Case Study
For Visitor
Attraction
Conversion
Retention
Measuring
Pay-per-click
Organic Search
Campaigns
Site Layout
2007 Unica Corporation
Unica Customers: Diverse Successful Marketers
Financial Services
Health/InsuranceTelecom
Travel
Retail/Catalog
Other Industries
Publishing
2007 Unica Corporation
Q & A?
• Web Analytics Solutions• Internet Marketing Solutions• Enterprise Marketing Solutions