Benchmarking Your Online Impact: From Stats to Reputation Management

CONTENT LEADERS: Jim Kelly , CEO and Founder of Syscom Services Robert Krebs , Director, Market Innovations, Plastics Division, American Chemistry Council Thomas McClintock, Partner, NSI Partners Benchmarking Your Online Impact: From Stats to Reputation Management Thursday, February 11 1:30 — 2:30 untech10.conferencespot.org

Online marketers must understand the tools they have to affect their online presence

1994 5k sites Today 200 million + Number of Web Sites

Projected Marketing Spending in 2014 $55 billion

% of Online Advertising Search Engine Marketing

Benchmarking your Online Stats

Evolution of Webstats Basic and free (usually from the ISP) versus advanced and expensive

Background

Latest & Greatest

Workflow

Analytics 9: an overview of changes in key metrics and comparisons of performance
Story View: which automatically translates data into plain English that can be shared in e-mails, reports and presentations
Optimize: a self-serve testing platform
Social Measurement: for monitoring social media
Ad Director: efficient management of pay-per-click portfolio

Score analysis: to separate the “browsers” from the “buyers”
Marketing Warehouse: which collects and analyzes behavioral statistics
Visitor Intelligence: for deeper insight into site visitors’ preferences
A selective RSS overlay to match site activity with key feeds
The ability to generate URIs ( uniform resource identifiers ) and REST ( representational state transfer ) URLs to export data and embed it in applications and Excel spreadsheets

Pros:
Client AND server-side tracking
Large number of sophisticated built-in reports
Full control of your data
Flexible devices

vs
Smaller Companies:
Cheaper
Quicker to learn
Don’t need advanced tools
Larger Companies:
Detailed data
Staff and $ to fully train
Data integrity

Reports on keywords, referral sites, campaigns and other important data
Professional services, with feedback on every aspect of digital marketing
Data visualization for insight into visitor behavior and trends
Visitor conversion analysis and segment comparisons

Pay-per-click and search-engine optimization
Integration with e-mail campaigns
Comparison of two time periods

Pros:
It focuses on outputting excellent marketing-oriented stats solutions. For evaluating marketing and usability trends, it’s one of the best available.
Lyris’ interface makes getting to this information much simpler than many other programs. It aims to be clear and straightforward so customers can find what they want with ease.
Like Webtrends, Lyris lets you have full control of your data.

NetTracker
Campaign, for the design, deployment, analysis and optimization of interactions
Customer Insight, which measures performance and analyzes customer behaviors
Detect, building stronger customer relationships and new customer profitability
Distributed Marketing, which enables collaboration in campaigns and measures performance in real-time
eMessage, which allows marketers to create, execute and track personal electronic communications
Interact, assisting marketers to create multi-channel dialogues to enhance customer relationships
Interactive Marketing OnDemand, which unifies web analytics, e-mail marketing and web personalization

NetTracker
Leads, which manages the qualification, enrichment, distribution, maturation and feedback loop on leads
Marketing Operations, to streamline processes and improve budget management
Marketing Operations OnDemand, a marketing resource and creative project management software
NetInsight, which provides data about Internet customers and business
NetInsight OnDemand, enabling in-depth analysis of Web traffic, online customer behavior and Internet marketing
Optimize, to find the best interaction strategy for each customer over time
Predictive Insight, which delivers customer insight and intelligence

Pros:
Incredible drilldown capability. You can drill into every individual visit and every individual click stream. You can see the details and look for patterns of visitation data.
The ability to filter any data by a huge variety of variables on the fly or in a custom report which could include the following about all visitors who reached a page:
URL matched a particular pattern
Referred to from a particular engine
With a partial match on dynamic parameter
Entry page matched a particular pattern
Like Webtrends, NetTracker lets you have full control of your data.
NetTracker

Expanded engagement goals
Advanced Table Filtering
Custom Variables
Enhanced monitoring
Tailored alerts
Custom Reports
Ability to define 20 goals per profile
Google Analytics’ latest innovation: Intelligence

Best Practices for Leveraging Webstats
Be Intentional
Create a culture
Involve your staff
Make sure your staff is trained
Know how to use the software
Customer Lifecycle Analysis
Empower your employees
Incorporate Web Analytic Information
Use your Web Analytics to report on initiative and plan strategy

Why are associations moving to Analytics?
The price is right
Easy to build reports
Report graphs, charts easy to understand
Powerful

How are associations using Analytics?
More distributed report generation
More analysis on the fly
More people looking at reports more often
Some advanced features being used

Impact

Benchmarking your Online Reputation

Consumers trust peers over traditional channels and actively avoid marketing communications

92% of respondents have more confidence in information they seek out online than anything coming from a salesclerk or other source WSJ and PSBResearch

Media Menu 1960 2009 TV Channels Radio Stations Magazines Domain Website Names Blogs Podcasts Social Networking Site Visits Online Video Streamers Online Searches per month 6 4400 8400 106 14,300 19,400 138 mil 75 mil 1.6 mil 80 mil 106 mil 7 mil

“ In 2009, P&G will … focus on listening. Our goal is to reduce the amount spent on traditional research by half and devote the remaining 60% to ‘listening’ research.”
Kim Deker, VP, Global Consumer and Market Knowledge, Proctor & Gamble (Forrester)

Rumor Registry
Sign Up
Context: Other Myths
Poinsettia Leafs
Kidney Theft
DiHydrogen Monoxide
PlasticsMythBuster.org

Web’s First 3-D GB Tour
Stimulus Funding Videos
Video Since 2004
Serial News – 105% Open
4 Yrs Content Database
GreenBuildingSolutions.org

Plastics-Car.com

Share of Voice

What’s Your Goal?

Listening Platforms Yesterday

Listening Platforms Today

Conversation Is Happening Without You

Not Low-Hanging Fruit—It’s Laying on the Ground

? Questions?

Contact Information Jim Kelly , CEO and Founder SYSCOM SERVICES [email_address] 301.768.1800 Robert Krebs, Director, Market Innovations, Plastics Division AMERICAN CHEMISTRY COUNCIL [email_address] 703.741.5626 Thomas McClintock , Partner NSI PARTNERS [email_address] 719.328.0042

Benchmarking Your Online Impact: From Stats to Reputation Management

by Don Baker on Feb 11, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

2 Embeds 23

Statistics

Benchmarking Your Online Impact: From Stats to Reputation Management — Presentation Transcript

http://untech10.conferencespot.org	16
http://www.slideshare.net	7