Integrating online offline and on-portal off-portal - by Unica

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Until recently, our jobs were relatively easy: to acquire + convert visitors on the website. But today a company’s presence on the Web goes far beyond just its website. It includes behaviorally targeted ads, personalized emails, mobile, and social applications. Not to mention offline interactions.

This multichannel world requires web analysts to learn many new tricks. But you don’t need to reinvent the wheel from scratch. By working together with your colleagues from the direct marketing discipline you can tap into sophisticated methods (and tools) that were developed over the past decade.

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  • Unica makes all this work as follows First of all our web analytics solution (NetInsight) doesn’t just produce nice looking charts about web activity But provides insight into each individuals’ click patterns including referrers, search keywords, geo location, etc. NetInsight’s underlying web data mart feeds historical behavior information into Campaign and Interact for personalizing the dialog with individuals.
  • Something that we implied in the previous diagram was that the decisioning and personalization functionality can access both click data and customer data. For this purpose it would be necessary that our application can combine both sources of data. And that is exactly what we do. Here is a screenshot from our data access layer that shows how the application has access to both customer and visitor data tables in the database
  • Access to tables is one thing. But we still need to map the online visitor identity to the registered customer identifty. Specifically we need to map cookies or logins from the web analytics data to the registered customer information in the online CRM database In Unica’s Campaign product this is configured in a data flow chart paradigm. Here is a screenshot from an actual customer doing this. As you can see at the top, the cookies from NI are mapped to their CRM system
  • Now, that the mapping is in place, business users can create decisioning flow charts of how the web visitors should be segmented and how each segment should be treated. For example, a registered visitor that demonstrated interest in active vacations could receive the personalization on the web site that prioritize relevant site promotions. Delivered through Interact, each segment can be assigned multiple potential vacations that they are most likely interested in based on the ZONES on the web site (or individual pages) that they visited. Self-learning intelligence with Bayesian algorithms can further determine which specific vacation (or content) seems to be best performing for each segment. That is the item that is then automatically prioritized. Business rules in Campaign can also determine who should receive an email with what personalized content. That personalized email can be authored in eMessage. If the visitor is a group tour operator their purchase would be so valuable that a live sales call is warranted. So, business rules in Campaign can also determine who should receive a live outbound call from a sales person. That activity can be prioritized in the lead management system
  • If you remember, in stages 3 and 4 of the web analytics growth path companies are able to target each segment - or individual - with the most effective content. This requires going from agreggated web analytics to making web analytics personal. And In our opinion, that is where the real boost in business value comes. (check out our whitepaper) If this is your vision you will find that NetInsight is unparalleled for providing open access to visitor level interaction history so you can feed it into the targeting process. NetInsight does this through its built-in, Web data mart. This is a fully documented data store Our OP customers like that resides on standard relational databases such as Oracle, SQL Server, or others. But even our OD customers can get data feeds at any detail. By the way, it is at this point that customers most often appreciate that NI is available both OD and OP and that they can start OD and then later take all their data and reports OP when they are ready for integration into interactive marketing. So you got the visitor level data, how are you going to turn that into action?
  • Integrating online offline and on-portal off-portal - by Unica

    1. 1. Integrating Online / Offline and On-Portal / Off-Portal Akin Arikan Unica Corporation [email_address] Blog: MultichannelMetrics.com For Practitioner Web Analytics, May 2010, Madrid, Spain
    2. 2. The Challenge
    3. 3. Web Marketing until 2008: Website is at Center of Universe Email Offline Advertising Display Advertising Affiliate Advertising Blogs
    4. 4. Web Marketing in 2010: Your Company has Many Web Presences <ul><li>Facebook </li></ul><ul><li>Application </li></ul><ul><li>Page </li></ul>Targeted Advertising Website <ul><li>Mobile </li></ul><ul><li>Application </li></ul><ul><li>site </li></ul>Targeted Email
    5. 5. Euro 2008 – Final match Germany vs. Spain Source : Schneider Bernabe-Moreno Telefonica O 2
    6. 6. The goal – pure multi-touch Source : Schneider Bernabe-Moreno Telefonica O 2
    7. 7. End Score Fernando Torres (36’) <ul><li>Who gets the credit for the victory? Only the one who scores the goals? Only Torres? </li></ul><ul><li>How does Torres perform when Xavi doesn’t play? </li></ul><ul><li>Who is the Most Valuable Player? </li></ul><ul><li>What’s the value of each player? </li></ul>1:0 Source : Schneider Bernabe-Moreno Telefonica O 2
    8. 8. The Story Neither Starts Nor Finishes Online but Continues Offline Grow & Retain Attract Engage & Persuade
    9. 9. SP O T Disease: SP ending , O rganization , and T echnology are not Aligned
    10. 10. We Don’t Put our Money Where Our Mouse Is
    11. 11. Database Marketer, You are Here Online Marketer
    12. 12. The Great Technical Divide from Silo’d Decision Logic Per Channel <ul><li>Not leveraging key signals & indicators from other channels </li></ul><ul><li>Inconsistent communication – different offers and logic </li></ul><ul><li>Not efficient: duplicating infrastructure and processes </li></ul>
    13. 13. The Solution Is Already In Your Hands
    14. 14. Online Marketers Have a Treasure Chest But Direct Marketers Hold the Key
    15. 15. What’s in that Treasure Chest?
    16. 16. Built on a solid financial foundation since 1930 3.9% APR on Balance Transfers to a new Platinum Card Refinance your mortgage at amazing low rates #1: Incredibly Rich Behavioral Insights from Click Data
    17. 17. Two Uses of Web Analytics: Aggregate …
    18. 18. Two Uses of Web Analytics: Aggregate AND Individual-Level Tap into visitor level detail
    19. 19. Online Marketers Feel Overwhelmed by Individual Level Data But Direct Marketers Already Have the Tools & Know-How Required
    20. 20. #2: Cost Effective Medium for (Real-Time) Personalization But only in the hands of those who know how to use it well
    21. 21. Interactive Marketing Will Emerge As the Dominant Marketing Discipline Engaging each customer and prospect in a cross-channel dialog that builds upon their past and current Online & Offline On-Portal & Off-Portal behavior
    22. 22. <ul><li>How Can this Help Me Throughout the Customer Life Cycle? </li></ul><ul><ul><li>And What is The Business Case? </li></ul></ul>
    23. 23. Acquisition and Online Media Optimization Web Analytics SEM Ad Serving Affiliate Social Media Email
    24. 24. Anonymous Visitor Arrives on the Welcome Page <ul><li>Target offers to </li></ul><ul><li>IP Address </li></ul><ul><li>Keywords </li></ul><ul><li>Referrers </li></ul><ul><li>and clicks </li></ul>
    25. 25. Conversion: Car Manufacturers <ul><li>Profile Interests </li></ul><ul><ul><li>Which products: Convertible </li></ul></ul><ul><ul><li>Options: Yellow, Fully Loaded </li></ul></ul><ul><li>Score Propensities </li></ul><ul><ul><li>Where in funnel: Close to buy </li></ul></ul><ul><ul><li>Propensity to buy from us: Quite high </li></ul></ul><ul><ul><li>Estimated value: High </li></ul></ul>Time of opportunity
    26. 26. Cross-Channel Targeting: Collette Vacations Spain vacations on sale? Contact those who viewed travel to Spain!
    27. 27. Abandoned Carts: wehkamp.nl <ul><li>Abandoned Carts: €100m is yearly abandoned at Wehkamp.nl </li></ul><ul><li>Send email or call on next day </li></ul><ul><li>95% of customers rates the call as positive </li></ul><ul><li>40% completes the order </li></ul><ul><li>Address 20% of all a-carts </li></ul><ul><ul><li>Focus is on high-revenue/high-margin products </li></ul></ul>
    28. 28. Cross-Sales: Options Trading                                                                                                                                                                                                                                                                                                                                                                                                                X times today, viewed info on options trading Comes to web site often for stock trading Trading is trending down and also no visits to online
    29. 29. How Do We Get There?
    30. 30. Need to Go From Handcrafted Integration to Automation
    31. 31. How Do We Get There?
    32. 32. The Visitor Identification Life Cycle vs. Data Trail Through NetInsight Anonymous  Cookie Visit 1 <ul><li>Registration / </li></ul><ul><li>Purchase </li></ul><ul><li>Cookie + </li></ul><ul><li>Identification </li></ul>Visit 2 No Login / No Purchase  Cookie Visit 3 New Device or Cookies Deleted  Cookie 2 Visit 4 <ul><li>Log-in or </li></ul><ul><li>New Purchase </li></ul><ul><li>Cookie 2 + </li></ul><ul><li>Identification </li></ul>Visit 5 Netinsight Database Who is it? How can you communicate? Cookie 1 ? Cookie 1 -- Login or Purchase Info John Smith Cookie 1 John Smith ? Cookie 2 Cookie 2 -- Login or Purchase Info John Smith
    33. 33. Web Analytics At the Level of Individual Prospects / Customers VACATIONS R US Unica’s Web Analytics are not just aggregate level reports on content usage but also provide insight into individuals’ click patterns, search keywords, etc.
    34. 34. Unica’s Decisioning & Personalization Engine Uses Web Visitor AND Customer Data Registered CUSTOMER Data from CRM Anonymous and Registered VISITOR Data from NetInsight’s Web Data Mart Screenshot: Table Mappings in Campaign
    35. 35. Web Visitor and Customer Identities Are Mapped In a Flow Chart Paradigm Using cookie and/or login info NetInsight’s web site visitors can be mapped to their records in the CRM system
    36. 36. Interactive Marketing Is Orchestrated Across Online and Offline Channels Cross-Channel Targeting and Execution Marketers design business rules which can be further refined through self-learning algorithms Anonymous and registered visitors
    37. 37. Unica’s Interactive Marketing Framework Helps Structure the Conversation Facilitates collaboration and cross-channel planning, design, execution, and measurement. Integrated Marketing Operations Facilitates collaboration and cross-channel planning, design, execution, and measurement. Awareness Decisioning Execution Leverage comprehensive data to identify opportunities and predict marketing outcomes. Determine the best message to extend in outbound and inbound marketing channels. Deliver highly relevant marketing messages and retain a corporate memory of interactions. Individual level … Aggregate
    38. 38. Further Reading Making Web Data Personal Event-Based Marketing Blog: http://MultichannelMetrics.com

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