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Emakina Academy 5 - Know your audience -  Webtrends
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Emakina Academy 5 - Know your audience - Webtrends

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How many surfers visit your website every day? What are their favorite sections? How can you turn a visitor into a lead, then in a client? Where are the hurdles to this conversion? …

How many surfers visit your website every day? What are their favorite sections? How can you turn a visitor into a lead, then in a client? Where are the hurdles to this conversion?

During this fifth Academy, our WebTrends experts will explain how web analytics can significantly improve your website ROI and better profile your target group. I

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  • 1. Maarten Sambre Consultant Maarten.Sambre@webtrends.com © 2006 WebTrends Inc. All Rights Reserved
  • 2. The new WebTrends 12 years of consistent market share leadership #1 in Web Analytics Strategy Forrester #1 in Web Analytics Market Presence Forrester #1 in Web Analytics Market Share, IDC Half of the Global and Fortune 500 as customers Global operations - 300 employees 10,000 customers have made the move to the new WebTrends 8 WebTrends On Demand and Software Partner Network © 2006 WebTrends Inc. All Rights Reserved
  • 3. WebTrends Selected European Customers Telecommunications Finance Pharmaceuticals Auto/Manufacturing © 2006 WebTrends Inc. All Rights Reserved
  • 4. WebTrends Selected European Customers Media/Entertainment Consumer Retail Travel © 2006 WebTrends Inc. All Rights Reserved
  • 5. It’s no longer about Web Analytics. © 2006 WebTrends Inc. All Rights Reserved
  • 6. The pressure to grow online advertising Consumers spend 34% of their media time online But…online ad spend is just 6% of all ad spending © 2006 WebTrends Inc. All Rights Reserved
  • 7. Online advertising market opportunity It’s a multi-billion dollar market that Current market: $10 billion has 5x growth potential in near term: Potential market: $47 billion © 2006 WebTrends Inc. All Rights Reserved
  • 8. Traditional push advertising The art of marketing Clouded measurement © 2006 WebTrends Inc. All Rights Reserved
  • 9. The Web enables direct measurement Web Clouded measurement site Match activities to results © 2006 WebTrends Inc. All Rights Reserved
  • 10. Moving from an indirect to a direct model Web site Leverage visitor intent to build relationships © 2006 WebTrends Inc. All Rights Reserved
  • 11. The web is the new marketing hub Over 56 percent of marketing executives said that the web will soon be the hub of their organization’s marketing strategy. 2006 WebTrends Web-Smart CMO Report © 2006 WebTrends Inc. All Rights Reserved
  • 12. Web Analytics is evolving into Marketing Performance Management © 2006 WebTrends Inc. All Rights Reserved
  • 13. The maturing of Web Analytics Marketing Performance Management Stronger customer relationships and higher lifetime value, based on a framework of established goals, consistent metrics, and constant optimization across the entire marketing organization, and across every customer touch point. © 2006 WebTrends Inc. All Rights Reserved
  • 14. Know your customers, build relationships TARGETING Customer Segments Customer-based Activity Analytics Segments Solutions Visit-based Analytics Solutions Aggregate Activity Data General Campaign Tools CUSTOMER INSIGHT Page Views / Visits / Daily Unique Visitors over Impressions Unique Visitors Time for any Behavior © 2006 WebTrends Inc. All Rights Reserved
  • 15. Unique visitors and conversion Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 1 Conversion 2 3 3 2 3 4 3 = 20 Visits 2 2 2 1 1 2 2 = 12 Daily Uniques = 2 Unique Visitors + 1 Conversion / 20 Visits = 5.0% Conversion rate 1 Conversion / 12 Daily Uniques = 8.3% Conversion rate 1 Conversion / 2 Unique Visitors = 50% Conversion rate © 2006 WebTrends Inc. All Rights Reserved
  • 16. How do I accurately identify visitors? The accuracy continuum for unique visitors… Least accurate Most accurate Persistent cookie Authentication IP Address Session cookie IP Address Session parameter Recommended IP + Agent Ideal, but best practice rarely practical © 2006 WebTrends Inc. All Rights Reserved
  • 17. Not all cookies are created equal Your Visitor’s Browser Blocking High Browser Uncertain Software Acceptance Relationship ? Page Request 3rd-Party Your Web Site (1st Party) Vendors © 2006 WebTrends Inc. All Rights Reserved
  • 18. WebTrends Customer Implemented 1st Party Cookie In July June: 14.07% July: 3.89% © 2006 WebTrends Inc. All Rights Reserved
  • 19. WebTrends Marketing Lab Product Family © 2006 WebTrends Inc. All Rights Reserved
  • 20. WebTrends Marketing Lab Product Family Comprehensive Web Analytics platform Successor to WebTrends 7 Driving results across the entire organization KPI dashboards & goal-driven metrics Conversion & marketing optimization Business Intelligence Integration © 2006 WebTrends Inc. All Rights Reserved
  • 21. WebTrends Marketing Lab Product Family Extends WebTrends Analytics 8 Relationship marketing engine Enterprise-class data warehouse Identify valuable customer segments Drive targeted campaigns © 2006 WebTrends Inc. All Rights Reserved
  • 22. Challenges marketing faces today Marketing Executive Are we hitting performance goals? Where should we be investing our budget? Web Producer Pain Points How is the site converting? How can I make it easier for visitors? Data is in silos Merchandiser/Product Manager KPIs are inconsistent How are sales performing? Which product mix changes will improve sales? Poor targeting capabilities Online Marketing Am I hitting my lead targets? How can I lower my cost per lead? Customer Marketing How are my e-mail campaigns performing? Which customer segments are most likely to act? © 2006 WebTrends Inc. All Rights Reserved
  • 23. Measure all your campaigns consistently Marketing Integrated Metrics Integrated Reporting Investment Captures campaign Real-time traffic metrics Top-line performance details, business events Appropriate for the whole and customer profile organization to monitor top data in a single, Performance Dashboards line key performance consistent metrics indicators (KPIs) framework. Business Reporting Operational Analysis Designed for functional managers to dig into their Custom Reporting program details, take action and improve results Business Intelligence Customer Segmentation Used by database marketers and business analysts to fuel relationship Business Intelligence marketing campaigns and build strategic plans © 2006 WebTrends Inc. All Rights Reserved
  • 24. Marketing Executive Performance Dashboards Manage by KPIs Set Goals Model Performance © 2006 WebTrends Inc. All Rights Reserved
  • 25. Online Marketer Optimize Campaign Spend Understand campaign ROI Optimize marketing mix A/B test creative © 2006 WebTrends Inc. All Rights Reserved
  • 26. Merchandiser Drive Product Sales Optimize conversion process Evaluate merchandising mix Drive sales performance © 2006 WebTrends Inc. All Rights Reserved
  • 27. Web Producer Determine the value of each page Improve web site design Evaluate page real estate Decrease home page bounce © 2006 WebTrends Inc. All Rights Reserved
  • 28. Customer Marketing Real-time segmentation Predictive RFM analysis Behavior-based segmentation Opt-in program optimization Relationship Marketing © 2006 WebTrends Inc. All Rights Reserved
  • 29. Example Relationship Marketing Site Conversion © 2006 WebTrends Inc. All Rights Reserved
  • 30. Targeting for better site conversion (Azul Travel) Converters = 5% Non-converters = 95% 40% 15% 15% 15% 10% No interest Interested Interested Interested Other in a cruise in a cruise in a cruise from Miami from Miami, If you’ve ever thought about a abandoned cruise this is the Kiss winter at “Airfare” perfect time toa goodbye with come aboard! warm Caribbean Book Now! cruise! © 2006 WebTrends Inc. All Rights Reserved
  • 31. Matching offers with your customer’s needs Cruise from Miami Prospects search on “Cruise from Miami” © 2006 WebTrends Inc. All Rights Reserved
  • 32. Matching offers with your customer’s needs They choose an organic search listing © 2006 WebTrends Inc. All Rights Reserved
  • 33. Matching offers with your customer’s needs They visit the site and sign up for email offers Some return to the site to view “7-day packages” They later return to look for airfares © 2006 WebTrends Inc. All Rights Reserved
  • 34. Target your customers like never before © 2006 WebTrends Inc. All Rights Reserved
  • 35. Matching offers with your customer’s needs Results: Right offer to the right person, at the right time Number of conversions up Average order size up Fantastic deals from the Northeast to Miami! Just in time for the spring cruise season, these are some of the best fares we’ve seen all year! Sample Fares: New York (JFK): $239 Boston: $259 Hartford: $259 12 cities total: see all > Book Now! © 2006 WebTrends Inc. All Rights Reserved
  • 36. There’s a new opportunity to prove and improve your marketing performance. © 2006 WebTrends Inc. All Rights Reserved
  • 37. WebTrends Marketing Lab provides… The industry’s most accurate metrics to Confidence measure, test and optimize your marketing Enterprise-class analytics, and a data Actionability warehouse to enable relationship marketing An integrated MPM framework to prove, Results and improve the contributions to your organization © 2006 WebTrends Inc. All Rights Reserved
  • 38. And Finally… Introducing The WebTrends Web Detective Register Today to get top Tips & Tricks to get the most from your web analytics http://www.webtrends-detective.com © 2006 WebTrends Inc. All Rights Reserved
  • 39. Thanks for your time today. For more details Maarten.Sambre@WebTrends.com © 2006 WebTrends Inc. All Rights Reserved