top 5 dos and don'ts for measuring web 2 0

8/15/2019 Top 5 Dos and Don'ts for Measuring Web 2 0

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Top 5 Dos and Dontsfor Measuring Web 2.0

April 18, 2007

Akin Arikan,Internet Marketing Solutions Group

Unica Corporation

Web Analytics & Internet Marketing Solutions


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2007 Unica Corporation

The Opportunity for Marketersfrom Web 2.0

But Rather:Build brand through

amplifying yourcustomers voices

Offer unique valuesthrough consumerintelligence

Create better userexperiences throughRIA

Not Spam 2.0!


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Do Web Analytics!

Dont Just Measure to ImproveUsability and Conversion Rates!



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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 InsightCapture Consumer Intelligence

Maximize value of

application/site

Maximize value ofproducts &messaging

Maximize value ofcustomers

Usability, conversion rates & engagement!


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Case Study: Product Review& Participation Site

Mouse-over featuresto zoom, read reviews,

add comments,& rate features

Click & dragthe image torotate 360

Digital Snap Shooter X2020LCD Display

Click and drag to rotate

Comment on this feature

Upload photos taken with this model

Invite friends to share


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Do think of measurement from the

beginning of your project Dont think of page views

Dont use log files for RIAs



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2.0 Event Tagging

Tag relevant events with eventtagging functionality

Choose the right event tagginglanguage for the job:

Flash/Flex Apps/Movies:ActionScript tag

AJAX, DHTML, your blog:JavaScript tag

Your blog postings on othersblogs: 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 Wont Cut It


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Metrics

Unique visitorsEngagement: Session length,

comments, uploads, invitations

RIA Events: rotate, zoom features

Revenue, conversionsAverage order value

Upgrades, market basket

Repeat purchasesLifetime customer valuePopularity: products, features,

price ranges

Business Goals Of A Web 2.0Application

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


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Do measure overall contribution

of RIAs Do measure feature level contribution

& usability of RIAs



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Measure RIA OverallContribution

Customer

Application

Market

March 1, 2007 March 31, 2007


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Measure RIA FeatureUsage And Effectiveness

March 1, 2007 March 31, 2007

Customer

Application

Market


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Event Streams HelpImprove RIA Effectiveness

March 1, 2007 March 31, 2007

Customer

Application

Market


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Do measure community,commerce & engagement



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Measure Community,Commerce, & Engagement

March 1, 2007 March 31, 2007


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Do measure to learn aboutmarket & demand

Do capture social intelligence



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Web Analytics As AnInsight Machine

March 1, 2007 March 31, 2007

Customer

Application

Market


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Do measure to serve individualcustomers



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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

Application

Market


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Action: Automate1:1 Communication

Visit RangeVisit Range

Reviewed LCDReviewed LCD Weighted HighWeighted High Rated LowRated Low Purchased NewPurchased New

PermissionsPermissions

Customer LTVCustomer LTV

PermissionsPermissions

Send leads to telemarketingSend leads to telemarketing

for high-value prospectsfor high-value prospects

Cross-ChannelAnalysis

and Execution

Cameras are us

Customer

Application

Market


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Pre-Integrated Marketing Suite for InternetPre-Integrated Marketing Suite for Internet& Enterprise Marketers& Enterprise Marketers

Content Management:Approvals, Markup

Automated PredictiveModeling

Marketing ResourceManagement

Powerful & Flexible

Customer Decisioning

Distributed Collaboration

Dashboard &Metrics

Intelligent Lead Mgmt

Email Authoring& Execution

Contact Optimization

Real-Time Personalization

NetInsight forWeb Analytics


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Dont ignore offline effects of onlineactivity



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Online Prospects Can Be Beamedto Earth

Online

Thank you!

Offline!


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Internet Influenced Offline PurchasesAre Increasingly Significant

Source: JupiterResearch, 11/06

Online & Online-Influenced Retail Sales($Billions)

%T

otalReta

ilS

ales


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Thank you!

Meet Your Online Prospects onEarth

Online

What is the flow over?

What online messages / ideas increaseflow?

Which search keywords / ads are best attriggering offline conversions?

Offline!


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How Can You Measure Lift in OfflineActivity Triggered By Online Marketing?

Correlate Trends Buy online, pick up in storeor promotional coupons(Encode the source of the visitor a visit handle)

Display unique 800 numbers

Call (888) 212-3193

113505

Tracking Code

32938A

10% Off

Display & retrieve customer codes

Your VIP ID: 1278123


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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 OnlineProspect on Earth

H C Y M I di id l Offli


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How Can You Measure Individuals OfflineConversions Triggered By OnlineMarketing?

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
http://images.google.com/imgres?imgurl=http://www.softlookup.com/tutorial/games/f4-8.gif&imgrefurl=http://www.softlookup.com/tutorial/games/ch4.asp&h=600&w=800&sz=101&hl=en&start=15&tbnid=gXoL2X3UPpfK4M:&tbnh=107&tbnw=143&prev=/images%3Fq%3Dweb%2Bsite%2Bclip%2Bart%26svnum%3D10%26hl%3Den%26lr%3D


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How Can You Measure Individuals OfflineBrowsing Triggered By Online Marketing?

Step 1: Entice online registration(and set a cookie)

Step 2: Feed user activity

Into CRM or SFA

Hi Akin!

View web session

Web Analytics

Step 3: Entice identification instores offline

Step 2b: Prioritizeofflinetreatment


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Freebies: Recipe Cards for Online-Offline Fusion Marketing

Part 1, Fusion Metrics Online Lift

Offline Lift

1:1 OnlineConversions

1:1 OfflineConversions

ActionableMarketing Profiles


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Freebies:Recipe Cards for Web Analytics

For Visitor Attraction

Conversion

Retention

Measuring

Pay-per-click

Organic Search

Campaigns

Site Layout


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Freebies: Web 2.0 Case Study

For Visitor Attraction

Conversion

Retention

Measuring

Pay-per-click

Organic Search

Campaigns

Site Layout


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Unica Customers:Diverse Successful Marketers

Financial Services

Health/InsuranceTelecom

Travel

Retail/Catalog

Other Industries

Publishing


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Q & A?

InternetMarketing@Unica com

Web Analytics Solutions Internet Marketing Solutions Enterprise Marketing Solutions

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