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Internet pod lupą CMO DAY2012 - Wrocław

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Konrad Mokrzański IBM EMM Consultant

Konrad Mokrzański IBM EMM Consultant

Published in: Business, Technology
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  • 1. Internet pod lupąKonrad Mokrzaoski – EMM Consultant 1
  • 2. IBM Coremetrics – podstawowe informacje •Rozwiązanie wspierające optymalizację marketingu internetowego •Światowy leader oraz nr 1 wg firm analitycznych •Ponad 10 lat doświadczeń •Ponad 2,500 klientówGłówne obszary funkcjonalne• Web Analytics - zaawansowana analityka internetowa, zapytania ad-hoc, statystyki, powiązanie danych off-line z on-line• Recommendations & Targeting - rekomendacje on-line na stronie www zależne od zachowania oraz profilu odwiedzającego (Behavioral Targeting).• E-Mail Marketing - segmentacja oraz personalizowany mailing na podstawie analiz dostarczanych przez narzędzia Web Analytics.• Search Marketing Optimization - optymalizacja marketingu w wyszukiwarkach (Google, etc.)• Real-Time Monitoring - monitoring wskaźników serwisu WWW w czasie rzeczywistym• Display Ads Targeting - targetowanie klientów w oparciu o sieci reklamowe• Social Analytics - analiza trendów oraz zachowania klientów w sieciach społecznościowych (Twitter, Facebook). © 2011 IBM Corporation
  • 3. Ponad 2,000+ wiodących światowych marek B2B Content Financial Services Retail Travel & Hospitality3 © 2011 IBM Corporation
  • 4. Ciągła optymalizacja marketingu internetowego Analityka Analytics Explore Ogłoszenia Analytics Explore AdTarget Impression Attribution Search Social Retargetowanie Analytics Explore AdTarget Impression Attribution Lifecycle LIVEmail © 2011 IBM Corporation
  • 5. Prezentacja video IBM Marketing Centerhttp://www.youtube.com/watch?v=-eQyqetKdVE&feature=youtu.be 5
  • 6. Meet Sarah Sarah Digital Marketing Manager VT Living
  • 7. Sarah’s Campaign Process 1 Discover Analytics Driven Campaign Audiences 4 2 Analyze Design Performance and Personalized Optimize Communications 3 Define and Deploy Campaigns
  • 8. Sarah’s Post Purchase Chair Campaign Now What?
  • 9. Analytics identifies who purchased which chairs
  • 10. Sarah clicks an icon to auto create a segment from the report…
  • 11. Sarah clicks an icon to auto create a segment from the report…
  • 12. Sarah’s Campaign Process 1 Discover Analytics Driven Campaign Audiences 4 2 Analyze Design Performance and Personalized Optimize Communications 3 Define and Deploy Campaigns
  • 13. Sarah’s Personalized Email Communication
  • 14. Sarah’s Personalized Site Communication
  • 15. Sarah’s Campaign Process 1 Discover Analytics Driven Campaign Audiences 4 2 Analyze Design Performance and Personalized Optimize Communications 3 Define and Deploy Campaigns
  • 16. Sarah’s Post Purchase Chair Campaign 16
  • 17. Sarah’s Post Purchase Chair Campaign 17
  • 18. At this point 2 visitors going to the site see the most relevant content … 18
  • 19. Sarah’s Campaign Process 1 Discover Analytics Driven Campaign Audiences 4 2 Analyze Design Performance and Personalized Optimize Communications 3 Define and Deploy Campaigns
  • 20. Sarah’s Campaign Calendar
  • 21. Sarah’s Campaign Performance and Lift Note: Native to IBM Marketing Center 21
  • 22. Sarah’s Dashboard Note: Requires IBM Coremetrics Web Analytics 22
  • 23. Sarah’s Attributed Channel Success Note: Requires IBM Coremetrics Web Analytics 23
  • 24. Sarah’s Campaign Process 1 Discover Analytics Driven Campaign Audiences 4 2 Analyze Design Performance and Personalized Optimize Communications 3 Define and Deploy Campaigns

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