Web Analytics & Internet Marketing Solutions
Top 5 Do’s and Don’ts
for Measuring Web 2.0
April 18, 2007
Akin Arikan,
Internet Marketing Solutions Group
Unica Corporation®

The Opportunity for Marketers
from Web 2.0
Not Spam 2.0! But Rather:
— Build brand through
amplifying your
customers’ voices
— Offer unique values
through consumer
intelligence
— Create better user
experiences through
RIA
Ó 2007 Unica Corporation

Web Analytics & Internet Marketing Solutions
• Do Web Analytics!
• Don’t Just Measure to Improve
Usability and Conversion Rates!

How Do I Love Measuring with Web 2.0?
Let Me Count the Ways
Maximize value of
customers
Relationship Marketing
Build Actionable Profile
Maximize value of
products &
messaging Market Insight
Capture Consumer Intelligence
Maximize value of
application/site
Optimize Web 2.0 Applications
Usability, conversion rates & engagement!
Ó 2007 Unica Corporation

Case Study: Product Review
& Participation Site
Digital Snap Shooter X2020
LCD Display Click & drag the
image to rotate
360°
Ø Click and drag to rotate Mouse­over features to
Ø Comment on this feature zoom, read reviews,
Ø Upload photos taken with this model add comments,
Ø Invite friends to share & rate features
Ó 2007 Unica Corporation

Web Analytics & Internet Marketing Solutions
• Do think of measurement from the
beginning of your project
• Don’t think of page views
• Don’t use log files for RIAs

2.0 Event Tagging
Digital Snap Shooter X2020
When Page Views Won’t Cut It
LCD Display
— Tag relevant events with event
tagging functionality
— Choose the right event tagging
language for the job:
• Flash/Flex Apps/Movies:
Ø Click and drag to rotate ActionScript tag
Ø Comment on this feature
Ø Upload photos taken with this model • AJAX, DHTML, your blog:
Ø Invite friends to share
JavaScript tag
• Your blog postings on others’
blogs: Pixel tag
Ó 2007 Unica Corporation

Business Goals Of A Web 2.0
Application
Metrics
— Drive Traffic
• Attract more visitors Unique visitors
Engagement: Session length,
• Create viral buzz comments, uploads, invitations
• Encourage repeat visits RIA Events: rotate, zoom features
— Drive Revenue
• Convert visitors to buyers Revenue, conversions
• Upsell and cross­sell Average order value
Upgrades, market basket
— Build Brand
• Create customer relationships Repeat purchases
Lifetime customer value
• Get direct feedback from
Popularity: products, features,
customers/prospects price ranges
Ó 2007 Unica Corporation

Web Analytics & Internet Marketing Solutions
• Do measure overall contribution
of RIAs
• Do measure feature level contribution
& usability of RIAs

Customer
Measure RIA Overall Market
Application
Contribution
March 1, 2007 – March 31, 2007
Ó 2007 Unica Corporation

Customer
Measure RIA Feature Market
Application
Usage And Effectiveness
March 1, 2007 – March 31, 2007
Ó 2007 Unica Corporation

Customer
Event Streams Help Market
Application
Improve RIA Effectiveness
March 1, 2007 – March 31, 2007
Ó 2007 Unica Corporation

Web Analytics & Internet Marketing Solutions
• Do measure community,
commerce & engagement

Measure Community,
Commerce, & Engagement
March 1, 2007 – March 31, 2007
Ó 2007 Unica Corporation

Web Analytics & Internet Marketing Solutions
• Do measure to learn about
market & demand
• Do capture social intelligence

Customer
Web Analytics As An Market
Application
Insight Machine
March 1, 2007 – March 31, 2007
Ó 2007 Unica Corporation

Web Analytics & Internet Marketing Solutions
• Do measure to serve individual
customers

Customer
Market
Application
Relationship Marketing
Reviewed LCD Display
Weighted LCD Display high
Rated LCD Display low
Bought new camera
Reviewed LCD Display
Weighted LCD Display high
Rated LCD Display low
Bought new camera
Ó 2007 Unica Corporation

Customer
Action: Automate Market
Application
1:1 Communication
Visit Range
Visit Range
Reviewed LCD
Reviewed LCD Weighted High
Weighted High Rated Low
Rated Low Purchased New
Purchased New
Cameras are us
Permissions
Permissions Permissions
Permissions
Cross-Channel
Customer LTV
Customer LTV
Analysis
and Execution
Send leads to telemarketing
for high­
for high value prospects
­value prospects
Ó 2007 Unica Corporation

Pre­Integrated Marketing Suite for Internet
& Enterprise Marketers
Marketers
Marketing Resource Content Management:
Management Approvals, Markup Dashboard &
Metrics
Automated Predictive
Modeling
NetInsight for
Web Analytics
Powerful & Flexible
Customer Decisioning
Intelligent Lead Mgmt
Contact
Email Authoring Optimization
Ó 2007 Unica Corporation & Execution
Real­Time Personalization Distributed Collaboration

Web Analytics & Internet Marketing Solutions
• Don’t ignore offline effects of online
activity

Online Prospects Can Be Beamed
to Earth
Thank you!
Online … Offline!
Ó 2007 Unica Corporation

Internet Influenced Offline Purchases
Are Increasingly Significant
Online & Online­Influenced Retail Sales
($Billions)
% Total Retail Sales
Source: JupiterResearch, 11/06
Ó 2007 Unica Corporation

Meet Your Online Prospects on
Earth
Thank you!
Online … Offline!
• What is the flow over?
• What online messages / ideas increase
flow?
• Which search keywords / ads are best at
triggering offline conversions?
Ó 2007 Unica Corporation

How Can You Measure Lift in Offline
Activity Triggered By Online Marketing?
Correlate Trends “Buy online, pick up in store”
or promotional coupons
(Encode the source of the visit
or a visit handle)
Tracking Code
113505
Display & retrieve customer codes
10% Off
Your VIP ID: 1278123
Display unique 800 numbers
32938A
“Call (888) 212­3193”
Ó 2007 Unica Corporation

Meet An Individual Online
Prospect on Earth
1:1 Thank you!
Online … Offline!
• Who continued offline?
• Did he/she purchase?
• If yes, what and how much ($$$)?
• If not, why not? (à re­market)
Ó 2007 Unica Corporation

How Can You Measure Individuals’ Offline
Conversions Triggered By Online
Marketing?
Step 4: Connect the dots
Direct Response
Contact ID: #366282
Thank you!
Inferred Response
(By matching up contacts,
loyalty cards or accounts
based on cookie or login)
Ó 2007 Unica Corporation

How Can You Measure Individuals’ Offline
Browsing Triggered By Online Marketing?
Step 1: Entice online registration
(and set a cookie)
Hi Akin!
Step 2: Feed user activity
Into CRM or SFA
Web Analytics
View web session
Step 2b: Prioritize
offline
treatment Step 3: Entice identification in
stores offline
Ó 2007 Unica Corporation

Freebies: Recipe Cards for Online­
Offline Fusion Marketing
Part 1, Fusion Metrics
ü Online Lift
ü Offline Lift
ü 1:1 Online
Conversions
ü 1:1 Offline
Conversions
ü Actionable
Marketing Profiles
Ó 2007 Unica Corporation

Freebies:
Recipe Cards for Web Analytics
For Visitor
ü Attraction
ü Conversion
ü Retention
Measuring
ü Pay­per­click
ü Organic Search
ü Campaigns
ü Site Layout
Ó 2007 Unica Corporation

Freebies: Web 2.0 Case Study
For Visitor
ü Attraction
ü Conversion
ü Retention
Measuring
ü Pay­per­click
ü Organic Search
ü Campaigns
ü Site Layout
Ó 2007 Unica Corporation

Unica Customers:
Diverse Successful Marketers
Telecom Health/Insurance Retail/Catalog
Publishing Financial Services
Other Industries
Travel
Ó 2007 Unica Corporation

Q & A?
• Web Analytics Solutions
• Internet Marketing Solutions
• Enterprise Marketing Solutions
Ó 2007 Unica Corporation
InternetMarketing@Unica.com