Emakina Academy 5 - Know your audience - Webtrends

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Emakina Academy 5 - Know your audience - Webtrends

by Emakina on May 16, 2007

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Emakina Academy 5 - Know your audience - Webtrends — Presentation Transcript