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  • Let’s talk about 1-to-1 marketing, and why we do it.People— your customers, partners, vendors, suppliers and employees — are all unique. One size doesn’t fit all.Many firms are talking about 1:1 Marketing but it’s not always so easy. But Webtrends has some great technology to begin this processMost of you likely are unaware of Webtrends Visitor History Export, or VHE tables but lots of information is automatically collected and stored about visitors over timeAlthough this is not full data warehousing it does deliver some of the capabilities
  • VHE is sort of like Peter Parker. He’s incredibly smart, but very dull, boring and nerdy. That just like Webtrends VHE which gives you get a flat, nerdy file but with lots of great stuff that’s buried beneath the surface.Now, let’s add a little spidey magic. That’s what VHE Distiller does. It offers the ability to extract and transform this data and unleash the power from within the VHE to create Dashboards and populate databases and data warehouse.And voila, you have a 1:1 marketing super star.
  • The other area of 1:1 Marketing is with SharePoint For those who are using it, you will know that it typically encourages or requires user log-in.....
  • The other area of 1:1 Marketing is with SharePoint For those who are using it, you will know that it typically encourages or requires user log-in.....Users typically log in to use the system enabling excellent unique visitor trackingInternal sites discourage tracking by hosted services, making software on premise attractive; Webtrends!Complex JavaScript eventsNative SharePoint analytics is very limited
  • Unique Users:Content AreasBreadcrumbsWeb Parts viewsOnsite SearchDocument ActivityCheck-outDownloadsModificationsUnilytics has created extensions to Webtrends Analytics to enable very detailed reporting. The question is when does this make sense? How do you avoid the big-brother problem with intranets? One example of a creative workaround is…

1:1 Marketing Presentation Transcript

  • 1. 1:1 Marketing
    Peder Enhorning, Unilytics @PederE
  • 2. OVERVIEW
    Largest Webtrends reseller and professional services company
    Web Analytics service provider since 2001
    450+ Webtrends consulting engagements
    Technology for 1:1 Marketing
    VHE Distiller® - historical unique visitor data
    Mergence® - unique visitor data for SharePoint®
  • 3. 1:1 MARKETING INSIGHT
    • Pages and content groups of interest
    • 4. Visit history (visits, total time visiting the site, last visit)
    • 5. Initial and most recent campaigns they responded to
    • 6. Overall purchase information (total purchase count, lifetime value, invoice/transaction numbers)
    • 7. And MUCH MORE!
  • TRANSFORMING HO-HUM INTO AMAZING
  • 8. 1:1 MARKETING WITH MICROSOFT SHAREPOINT
  • 9. MICROSOFT SHAREPOINT CHARACTERISTICS
    • Users typically log in to use the system
    • 10. Internal sites discourage tracking by hosted services
    • 11. Complex JavaScript events
    • 12. Native SharePoint analytics is very limited
  • SHAREPOINT REPORTING
    Modify SharePoint
    Modify Webtrends tags
    Webtrends Reporting
    SharePoint