How Integrated Web Analytics Can Improve Website Performance and ROI

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Learn how a natively integrated Web Analytics/Content Management System solution can help marketers improve content on every page through more accurate user data and more informed decision making

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  • Thank you for allowing me to introduce to you Bridgeline. This is a brief introductory presentation, that has about a dozen slides and shouldn’t take more then 10-12 minutes; then I am anxious to learn more about your web based initiatives and requirements.
  • Bridgeline helps organizations like yours achieve or exceed their business related initiatives by leveraging interactive technologies. We have developed an integrated suite of web application management software that combined with our award winning interactive technology capabilities, provide you with powerful end to end solutions. If you were to ask our customers what we do, the Washington Redskins will tell you that we helped them to maximize their online revenue and improve their customer loyalty. The Berkshire Life Insurance Company will tell you we helped them to streamline their operations, reduce administrative cost, and dramatically enhance online registration. Others like Omgeo and the Marriott will tell you we helped them enhance employee knowledge and productivity with online learning solutions. Bridgeline is a growing organization with multiple locations in the United States, and a quality development team in Bangalore India. We have over 600 active customers and I am pleased to inform you that despite the current weak economic environment, we are having a record year (both in revenues and in profits).
  • Bridgeline helps organizations like yours achieve or exceed their business related initiatives by leveraging interactive technologies. We have developed an integrated suite of web application management software that combined with our award winning interactive technology capabilities, provide you with powerful end to end solutions. If you were to ask our customers what we do, the Washington Redskins will tell you that we helped them to maximize their online revenue and improve their customer loyalty. The Berkshire Life Insurance Company will tell you we helped them to streamline their operations, reduce administrative cost, and dramatically enhance online registration. Others like Omgeo and the Marriott will tell you we helped them enhance employee knowledge and productivity with online learning solutions. Bridgeline is a growing organization with multiple locations in the United States, and a quality development team in Bangalore India. We have over 600 active customers and I am pleased to inform you that despite the current weak economic environment, we are having a record year (both in revenues and in profits).
  • Of course you need the power to market to your customers and your prospects. iAPPS Marketier provides eMail campaign management, pay per click campaign management, eNews letter templates, and online event registration capabilities. To increase the interaction with the visitors to your site you have the ability to create online surveys and polls. Once again, iAPPS Marketier deeply integrates with Commerce, Analytics, and Content Manager providing you with powerful market intelligence.
  • Bridgeline has over 600 active customers. Many of these are some of the most recognized brand names in the world. One important note is that 65% of our revenue comes from repeat business! Bridgeline customers stay with us and we are an organization that is committed to our customers long-term success. Bridgeline has developed hundreds of web sites and web applications with complex content management and eCommerce requirements. What does this mean to you? This means we can bring this experience, depth, and successful track record to your organization.
  • Bridgeline helps organizations like yours achieve or exceed their business related initiatives by leveraging interactive technologies. We have developed an integrated suite of web application management software that combined with our award winning interactive technology capabilities, provide you with powerful end to end solutions. If you were to ask our customers what we do, the Washington Redskins will tell you that we helped them to maximize their online revenue and improve their customer loyalty. The Berkshire Life Insurance Company will tell you we helped them to streamline their operations, reduce administrative cost, and dramatically enhance online registration. Others like Omgeo and the Marriott will tell you we helped them enhance employee knowledge and productivity with online learning solutions. Bridgeline is a growing organization with multiple locations in the United States, and a quality development team in Bangalore India. We have over 600 active customers and I am pleased to inform you that despite the current weak economic environment, we are having a record year (both in revenues and in profits).
  • Shut up, listen intently, and take notes. Dig for pain! Dig for pain! Dig for pain!
  • How Integrated Web Analytics Can Improve Website Performance and ROI

    1. 1. September 2, 2009 How Integrated Web Analytics Can Improve Website Performance and ROI #intanalytics
    2. 2. Integrated Analytics - Improve Site Performance and ROI Presented by: Brett Zucker Executive Vice President & Chief Technology Officer Bridgeline Software Brian Bolton Vice President of Marketing Bridgeline Software
    3. 3. Overview <ul><li>According to Forrester Research, the market for web analytics is expected to reach $953 million by 2014 – a 17% CAGR </li></ul><ul><ul><li>Marketing budgets are shifting to interactive channels </li></ul></ul><ul><ul><li>Almost all of this growth will be from hosted analytics solutions </li></ul></ul><ul><ul><li>The market for traditional licensed, on-premise solutions will actually shrink </li></ul></ul><ul><li>Forrester also predicts that Web Analytics will become part of a broader array of integrated services supporting marketers </li></ul><ul><ul><li>Offers an accountable method for evaluating marketing performance by assessing customer reactions, proving value, and predicting success </li></ul></ul><ul><li>To get to this point – analytics must be better integrated into other applications </li></ul><ul><ul><li>For example, Content Managers want to access analytics directly where they can take action </li></ul></ul><ul><li>The growing trend – natively integrating analytics directly with your web applications </li></ul>Benefits of Web Analytics include improved marketing effectiveness, elevated customer satisfaction, and new revenue opportunities
    4. 4. About Bridgeline Software <ul><li>About Bridgeline Software </li></ul><ul><li>A developer of powerful web application management software and award winning Interactive Business Technology Solutions </li></ul><ul><li>We help organizations achieve or exceed their initiatives by leveraging web based technologies </li></ul><ul><li>Maximize revenue </li></ul><ul><li>Reduce operational and administrative costs </li></ul><ul><li>Improve customer service and loyalty </li></ul><ul><li>Enhance employee knowledge and productivity </li></ul><ul><li>Expanding market presence </li></ul><ul><li>We have over 600 customers with an expanding geographic presence </li></ul>
    5. 5. iAPPS – Powerful, Integrated, Web Management Software <ul><li>iAPPS Content Manager </li></ul><ul><ul><li>Drive persuasive content </li></ul></ul><ul><ul><li>In-line editing </li></ul></ul><ul><ul><li>Create forms on-the-fly </li></ul></ul><ul><ul><li>Powerful work flow </li></ul></ul><ul><ul><li>Rich media repository </li></ul></ul><ul><li>iAPPS Analytics </li></ul><ul><ul><li>Measure your web KPI’s </li></ul></ul><ul><ul><li>Automated page tagging </li></ul></ul><ul><ul><li>Real time path analysis </li></ul></ul><ul><ul><li>Over 25 out-of-the-box reports </li></ul></ul><ul><li>iAPPS Commerce </li></ul><ul><ul><li>Product catalogs </li></ul></ul><ul><ul><li>Multi level categories </li></ul></ul><ul><ul><li>Secure payment gateway </li></ul></ul><ul><ul><li>Wish list & easy view carts </li></ul></ul><ul><li>iAPPS Marketier </li></ul><ul><ul><li>Marketing life cycle management </li></ul></ul><ul><ul><li>Email campaign management </li></ul></ul><ul><ul><li>PPC campaign management </li></ul></ul>
    6. 6. We Have Over 600 Quality Customers
    7. 7. Introduction <ul><li>Growing trend is native integration of analytics with other web applications </li></ul><ul><li>Integrated packages are built together on a single platform with a CMS </li></ul><ul><li>Stand-alone packages (e.g., Google Analytics or Omniture) and your CMS do not communicate back and forth </li></ul>Integrated Web Analytics Can Help Drive Persuasive Content, Lower Costs and Improve Overall Website ROI
    8. 9. Drive Persuasive Content on Your Website <ul><li>Reach the right audience at the right time with the right message </li></ul><ul><li>Non-technical users can manage and deliver persuasive content based on specific visitor segments </li></ul><ul><li>Intelligent delivery of persuasive content can </li></ul><ul><ul><li>improve user experience </li></ul></ul><ul><ul><li>increase conversion rates </li></ul></ul><ul><ul><li>produce greater website ROI </li></ul></ul>Integrated Analytics helps drive persuasive content on your website 1
    9. 10. Persuasive Content on Every Page Can Improve ROI <ul><li>Increasingly, marketers are realizing that content is what drives website usage </li></ul><ul><li>An integrated analytics/CMS package can automatically drive content refinements </li></ul><ul><li>An integrated analytics/CMS package can make it easier to manage large amounts of persuasive content </li></ul>Getting the most persuasive content on every web page can improve your website ROI 2
    10. 11. Drill into User Level Experience User level tracking allows extremely targeted content delivery 3 <ul><li>Leverage the user profiles and security of CMS to track specific visitor behavior </li></ul><ul><li>Specific user behavior can lead to better personalized content delivery </li></ul><ul><li>Can be used for offline follow-up as well, maximizing your sales investments </li></ul>
    11. 12. Instantly Notify Content Owners of Request Changes <ul><ul><li>With integrated analytics, page reports can be linked directly back to content authors within the CMS </li></ul></ul><ul><ul><li>Instantly notify content authors of subpar performing content </li></ul></ul><ul><ul><li>Watched events can trigger reports/alerts to authors </li></ul></ul>Content authors can be guided by analytics in real time 4
    12. 13. Eliminates the “Action Chasm” <ul><li>Forrester Research recently dubbed the “action chasm” – delay between metrics being measured and analytics reports read and acted upon </li></ul><ul><li>Native analytics integration can eliminate the action chasm and compress cycle time for site changes </li></ul><ul><li>In large website environments (= thousands of pages) content constantly needs updating </li></ul>Integrating analytics with your CMS eliminates the “action chasm” 5 Integrated VS Standalone
    13. 14. Correlate Web Page Design and Metrics More Clearly <ul><li>Simultaneously view an analytics report and the web page being analyzed in the same system </li></ul><ul><li>Compare updates with how the original page performed and determine whether your improvements produced positive changes </li></ul><ul><li>Changing headlines, copy, images, and the position of the form on a landing page can sometimes increase conversion rates 10% to 50% or more </li></ul>Integrated analytics helps you visualize the relationship between web page design and metrics more clearly 6
    14. 15. Integrated Analytics Saves Time and Money <ul><li>Page tags - small snippets of JavaScript that gather up and transmit to third party analytics tools </li></ul><ul><ul><li>Stand-alone analytics packages require IT to place and keep track of page tags on every web page </li></ul></ul><ul><ul><li>In a large enterprise, this may require special software packages or even a dedicated IT employee </li></ul></ul><ul><li>An integrated web analytics tool can eliminate 95% to 100% of page tagging </li></ul><ul><li>Page tags automatically added to new pages virtually eliminating error </li></ul>Integrated analytics saves time and money 7
    15. 16. More Reliable Analytics Data Without Manual Page Tagging <ul><li>Page tag errors can have a ripple effect on your data accuracy </li></ul><ul><ul><li>10,000 page website – 1% page tags error rate -- 100 pages not tracked </li></ul></ul><ul><li>Page tag errors can cause data accuracy to be off by 10% </li></ul><ul><li>Expensive 3 rd -party tools available for page tag management </li></ul><ul><li>Integrated web applications communicate automatically </li></ul>Metrics can be reliably measured, all the time, for every page on your website without manual page tagging 8
    16. 17. Shorten The Learning Curve <ul><li>With an integrated suite of web applications, all modules can benefit from the same graphical user interface (UI) </li></ul><ul><ul><li>screen layouts, menus, and icons share a common appearance </li></ul></ul><ul><ul><li>Resistance to user adoption is greatly reduced </li></ul></ul><ul><li>Web applications that are not integrated can increase training time and slow user adoption </li></ul><ul><ul><li>Will often have different Administration user interfaces </li></ul></ul><ul><ul><li>Require separate databases for user authentication </li></ul></ul><ul><ul><li>Use different technology for admin roles and authorizations </li></ul></ul>An integrated suite of web applications can greatly shorten the learning curve 9 Integrated VS Standalone
    17. 18. Simplifies Your IT Infrastructure <ul><li>Multiple web applications built on a single integrated platform are easier to support and less costly to implement </li></ul><ul><li>True integration of analytics with a CMS and other web applications is achieved when they are built on a common platform or framework </li></ul><ul><li>Can simplify site maintenance and updating </li></ul><ul><li>Single technology platform requires less resources to manage and train </li></ul><ul><li>Ubiquitous technology standard lets you utilize your own IT staff </li></ul>Simplifies your IT infrastructure 10
    18. 19. Conclusion <ul><li>Drive persuasive content and deliver a more compelling experience </li></ul><ul><li>Get more accurate data without page tagging to make decisions </li></ul><ul><li>Cross the action chasm and make analytics data actionable </li></ul><ul><li>Simplify the user interface making it easier to utilize analytics </li></ul><ul><li>Minimize IT infrastructure and support </li></ul><ul><li>Increase ROI </li></ul>Integrated analytics and content management provides tremendous value
    19. 20. Thank You ® Brett Zucker Executive Vice President & Chief Technology Officer Bridgeline Software (212) 201-5667 Brian Bolton Vice President of Marketing Bridgeline Software (781) 497-3030 www.bridgelinesw.com blog.bridgelinesw.com

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