Making sales and marketing tools smarter with web analytics

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Presentation from Pekka Koskinen, Snoobi.

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Making sales and marketing tools smarter with web analytics

  1. 1. Makingsales and marketingtoolssmarterwithwebanalytics<br />Pekka Koskinen, Snoobi<br />30.3.2011<br />
  2. 2. Inspiration for the speech<br /><ul><li>Whatare the currentchallengesusingwebanalytics?
  3. 3. Customerssaythatwebanalytics is important, butdifficult and timeconsuming
  4. 4. Customersarenotinterested in reports, just benefits
  5. 5. Web analyticsprovides data to optimisewebsite, marketing and gettingleads
  6. 6. Customershavemanysystemsthatarenotconnected to eachother
  7. 7. Lots of manualwork
  8. 8. Our mission: makingwebanalyticsbasedoptimisationautomated and easyfor customersbymakingothertoolsworksmarterwithwebanalytics</li></li></ul><li>Sales and marketingtools<br />CRM<br />SEM<br />CMS<br />Emails<br />Display<br />Web analytics<br />Other<br />Social media<br />
  9. 9. CRM powered by web analytics<br />Salesteam<br />Salesmanager<br />Web analytics<br />Visitors<br />
  10. 10. CRM poweredbywebanalytics<br />
  11. 11.
  12. 12. How to connect? – usersperspective<br />Log in:<br />Salesforcefetcheswebleadsautomaticallyeveryday<br />
  13. 13. SEM poweredbywebanalytics<br />Web analytics data inside SEM tool<br /><ul><li>pageviews, conversions and realsearchphrases</li></ul> MoreoptimizedSEM campaigns<br />
  14. 14. Emailtoolpoweredbywebanalytics<br />Web analytics data inside emailtool<br /><ul><li>pageviews and conversions
  15. 15. subscriberlevel data
  16. 16. Feedback aboutcampaignperformance
  17. 17. Subscribersegmentation</li></li></ul><li>CMS poweredbywebanalytics<br />Web analytics data inside CMS<br /><ul><li>Visits per page, entry/exitpages, navigationpaths
  18. 18. Concentrate on mostimportantpages
  19. 19. Seeeffect of a change</li></li></ul><li>Displayadvertisingpoweredbywebanalytics<br /><ul><li>Bannerdeliverytoolscandosmartertargetting and betterreportingwithwebanalytics
  20. 20. Usingbehaviour, pageviews per visit, clickpaths and visitscoring in addition to impressions, CTR and conversions
  21. 21. Ifconnected, there’s no need to addconversionscripts to customer’swebsite</li></li></ul><li>Social media toolspoweredbywebanalytics<br /><ul><li>Facebookreportswhathappens on FB page
  22. 22. Withwebanalyticsconnected, weseewhichpostsgeneratetraffic and conversions
  23. 23. feedback aboutwhat’sworking
  24. 24. HootSuitehas GA and FB connectivity
  25. 25. Stilllackscombiningthesereports</li></li></ul><li>Otherexamplespoweredbywebanalytics<br />Sitescanner<br />
  26. 26. Behind the scenes – developersperspective<br />Enablingconnectivity:APIs<br />Web service for developersto access data<br />Buzzwords: REST, XML, OAuth<br />
  27. 27. Doyouwantyourapplicationbecomesmarterwithwebanalytics?<br />Contact:<br />Pekka.Koskinen@snoobi.com<br />+358 40 590 5670<br />Thankyou!<br />

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