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Adapting to your Dynamic Customer Base

by Webtrends

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Today’s consumers are not behaving. They don’t move in an orderly fashion down a linear funnel toward a purchase.The modern customer takes a dynamic journey before taking action with your business. Websites are but one facet of your digital presence now. Customers demand to engage with you in social, mobile, site, and more. Getting results from a marketing program that spans multiple devices, channels, new sources of data, and a media landscape that is paid, owned, and earned takes more than just tools. You already know some of the right tactics from other digital channels. But the newer channels, like social, are less familiar. Webtrends has been working with a range of customers from the some of the biggest brands in the world to the most passionate marketers to crackthe code on performance social marketing. We have identified the best practices that will be the standards a few years from now.
Today’s consumers are not behaving. They don’t move in an orderly fashion down a linear funnel toward a purchase.The modern customer takes a dynamic journey before taking action with your business. Websites are but one facet of your digital presence now. Customers demand to engage with you in social, mobile, site, and more. Getting results from a marketing program that spans multiple devices, channels, new sources of data, and a media landscape that is paid, owned, and earned takes more than just tools. You already know some of the right tactics from other digital channels. But the newer channels, like social, are less familiar. Webtrends has been working with a range of customers from the some of the biggest brands in the world to the most passionate marketers to crackthe code on performance social marketing. We have identified the best practices that will be the standards a few years from now.
Companies today need measurement that expands into all areas of the digital landscape. They need to see how each customer touch point is contributing to not only a transaction, but also the lifetime value of a customer. To enable companies to do this, Webtrends has:The most comprehensive SDKs to measure mobile appsEnd to end social campaign management from ads to apps to analytics as well as support for Facebook's Insights API and SDK for Facebook apps For the last 10 years, Webtrends has had a patented approach to cross-domain tracking. In the world of websites, it was mostly a “nice to have” feature. In performance social marketing, however, it is mission critical. It’s what allows a brand to see a customer's journey as it starts in Facebook then weeks later comes back to their website through a Google search.Open data collection and extraction APIs to push and pull that data into other systems such as CRMs, data warehouses, EMS.
Companies today need measurement that expands into all areas of the digital landscape. They need to see how each customer touch point is contributing to not only a transaction, but also the lifetime value of a customer. To enable companies to do this, Webtrends has:The most comprehensive SDKs to measure mobile appsEnd to end social campaign management from ads to apps to analytics as well as support for Facebook's Insights API and SDK for Facebook apps For the last 10 years, Webtrends has had a patented approach to cross-domain tracking. In the world of websites, it was mostly a “nice to have” feature. In performance social marketing, however, it is mission critical. It’s what allows a brand to see a customer's journey as it starts in Facebook then weeks later comes back to their website through a Google search.Open data collection and extraction APIs to push and pull that data into other systems such as CRMs, data warehouses, EMS.
Companies today need measurement that expands into all areas of the digital landscape. They need to see how each customer touch point is contributing to not only a transaction, but also the lifetime value of a customer. To enable companies to do this, Webtrends has:The most comprehensive SDKs to measure mobile appsEnd to end social campaign management from ads to apps to analytics as well as support for Facebook's Insights API and SDK for Facebook apps For the last 10 years, Webtrends has had a patented approach to cross-domain tracking. In the world of websites, it was mostly a “nice to have” feature. In performance social marketing, however, it is mission critical. It’s what allows a brand to see a customer's journey as it starts in Facebook then weeks later comes back to their website through a Google search.Open data collection and extraction APIs to push and pull that data into other systems such as CRMs, data warehouses, EMS.
Screenshots are of paid search results, a Blue Cross Blue Shield blog from Michigan and a Facebook status posting about an open position at BCBS.
http://adage.com/article/news/study-young-consumers-switch-media-27-times-hour/234008/
Notice the headlines position the partnership in more human terms – relationships and family.
http://www.comscore.com/Press_Events/Press_Releases/2011/12/Heaviest_Week_in_U.S._Online_Holiday_Shopping_Historyhttp://www.businessinsider.com/online-shopping-jumps-164-pct-on-christmas-day-2011-12
http://www.youtube.com/watch?v=nJVoYsBym88&feature=player_embedded#at=76http://www.huffingtonpost.com/2011/06/27/south-korea-virtual-supermarket_n_885150.htmlRemoved from bubble: Tesco put images of products and QR codes in subways. Customers would scan and purchase these products for same day delivery. “So, Tesco Homeplus created a virtual store in Seoul subway stations in which the displays and merchandise are exactly the same as the stores. Customers scan the desired product with their smartphone and it then appears in their online cart. The products will be delivered to their door ‘right after you get home.’”[1]http://www.adobomagazine.com/cannes/wp-content/uploads/2011/06/Direct-Gold-KR.jpgMobile web stats…http://www.singleboundcreative.com/2011/05/infographic-the-mobile-web/June 27, 2011 (Updated Nov. 16, 2011)#foodbev#retail#mobile#asia#enrich #jaimy
http://techcrunch.com/2010/12/21/facebook-launches-instant-personalization-on-tripadvisor/
SOURCE: http://www.levis.comDATE: April 12, 2010#fashion#advocate #intention#christine
SOURCE: http://www.web-strategist.com/blog/2010/05/08/trend-when-digital-displays-become-social/DATE:April 12, 2010#fashion#advocate #intention#christine
As a brand's presence becomes more widely distributed, integrated campaigns become a huge opportunity. Webtrends customers are taking their owned media properties and are using them to generate earned media. For example, TV.com used Webtrends Social apps on their website to earn millions of impressions in Facebook. And now that all Facebook ads are becoming sponsored stories, that earned media can now be converted into paid media to generate additional reach. The dynamic customer journey might then
As a brand's presence becomes more widely distributed, integrated campaigns become a huge opportunity. Webtrends customers are taking their owned media properties and are using them to generate earned media. For example, TV.com used Webtrends Social apps on their website to earn millions of impressions in Facebook. And now that all Facebook ads are becoming sponsored stories, that earned media can now be converted into paid media to generate additional reach. The dynamic customer journey might then
As a brand's presence becomes more widely distributed, integrated campaigns become a huge opportunity. Webtrends customers are taking their owned media properties and are using them to generate earned media. For example, TV.com used Webtrends Social apps on their website to earn millions of impressions in Facebook. And now that all Facebook ads are becoming sponsored stories, that earned media can now be converted into paid media to generate additional reach. The dynamic customer journey might then
Why is it so important to tie social media to business objectives? 178 average owned social media accounts. Is this good or bad? Well it’s great if they’re all executing, and a huge risk and waste of resources if all but 20 are really active and doing what they’re supposed to do. So that’s the question, which Jeremiah addresses in his report.But my question here is this: given the effort and time spent on developing and maintaining these accounts, do companies know what they’re getting in return?Do you know?
This is the elephant in the roomquestion, isn’t it? And it keeps getting asked because people haven’t yet found a satisfying answer.
Like Richard Binhammer, who’s been in the trenches, I’d argue that there IS NO SINGLE ROI FOR SOCIAL MEDIA, because it touches so many parts of the business. Think back to that first tweet. A better question would be: What is the value of social media on a particular aspect of the business? I break this down in the following slides.
Markets: CRM, BI, monitoring, web analytics, publishing and content management, customer experience. Any questions?Technologies: Moving past “20 questions” to anticipating and calling out anomalies or variances. Ultimately we’ll get to “predictive” or at least “suggestive” analyticsOrganizations: CULTURE SHOCK! EVERYONE IS AN ANALYST.
And slay a few zombies in the process.
https://foursquare.com/americanexpresshttp://blog.foursquare.com/2011/06/23/american-express-specials-now-for-everyone-nationwide/http://mashable.com/2011/06/23/foursquare-amex/This is a screenshot of the AMEX Sync rewards program with Foursquare check-ins. If you check-in to certain locations and pay with your Amex, they refund part of the purchase.
One big shift we've seen in social has been the emergence of social ads, most notably Facebook ads. This has required a change in thinking about measurement strategies because a Facebook presence generally augments a company’s web presence. Motorcycle Superstore, for example, launched a social campaign to promote holiday sales. They usedFacebook ads that drove to a Facebook landing app, because Facebook ads that link to Facebook apps get higher conversion rates when compared to linking directly to a website. But, it took a couple pieces of magic to track the campaign.First off, you can’t use a standard analytics tag on Facebook tabs because they strip off query parameters. Webtrends spent several months working with Facebook to solve this problem using Facebook approved parameters.Secondly, the conversion took place on a different domain than the ad was linked to. Standard analytics on the website would only have known that the traffic came from a Facebook app, but would not know which ad the visitor clicked on prior to the app. So, Webtrends leveraged their patented cross domain tracking capabilities to track the user from ad to app to site.On their very first performance social ad campaign, social was their 2nd highest average order value, which was higher than search. They decided to keep their Facebook deals tab permanently.
One big shift we've seen in social has been the emergence of social ads, most notably Facebook ads. This has required a change in thinking about measurement strategies because a Facebook presence generally augments a company’s web presence. Motorcycle Superstore, for example, launched a social campaign to promote holiday sales. They usedFacebook ads that drove to a Facebook landing app, because Facebook ads that link to Facebook apps get higher conversion rates when compared to linking directly to a website. But, it took a couple pieces of magic to track the campaign.First off, you can’t use a standard analytics tag on Facebook tabs because they strip off query parameters. Webtrends spent several months working with Facebook to solve this problem using Facebook approved parameters.Secondly, the conversion took place on a different domain than the ad was linked to. Standard analytics on the website would only have known that the traffic came from a Facebook app, but would not know which ad the visitor clicked on prior to the app. So, Webtrends leveraged their patented cross domain tracking capabilities to track the user from ad to app to site.On their very first performance social ad campaign, social was their 2nd highest average order value, which was higher than search. They decided to keep their Facebook deals tab permanently.
One big shift we've seen in social has been the emergence of social ads, most notably Facebook ads. This has required a change in thinking about measurement strategies because a Facebook presence generally augments a company’s web presence. Motorcycle Superstore, for example, launched a social campaign to promote holiday sales. They usedFacebook ads that drove to a Facebook landing app, because Facebook ads that link to Facebook apps get higher conversion rates when compared to linking directly to a website. But, it took a couple pieces of magic to track the campaign.First off, you can’t use a standard analytics tag on Facebook tabs because they strip off query parameters. Webtrends spent several months working with Facebook to solve this problem using Facebook approved parameters.Secondly, the conversion took place on a different domain than the ad was linked to. Standard analytics on the website would only have known that the traffic came from a Facebook app, but would not know which ad the visitor clicked on prior to the app. So, Webtrends leveraged their patented cross domain tracking capabilities to track the user from ad to app to site.On their very first performance social ad campaign, social was their 2nd highest average order value, which was higher than search. They decided to keep their Facebook deals tab permanently.

Adapting to your Dynamic Customer Base

by Webtrends

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