Web Analytics Wednesday  Paris, 14 Mai 2008
Unica at a glance <ul><li>Founded in 1992, listed on Nasdaq (UNCA), SOX compliant </li></ul><ul><li>Profitable, revenue gr...
Unica: expanding into Europe <ul><li>United Kingdom </li></ul><ul><li>France </li></ul><ul><li>Germany </li></ul><ul><li>S...
Enterprise Marketing Management Suite Predictive Modeling Marketing Resource Mgt eMessaging NetInsight Web Analytics Insig...
NetInsight for … <ul><li>SEM/SEO Analysis </li></ul><ul><ul><li>Referrer </li></ul></ul><ul><ul><li>Keyword </li></ul></ul...
Unique Benefits of NetInsight <ul><li>Instant Insight </li></ul><ul><ul><li>Easy to use/Navigate </li></ul></ul><ul><ul><l...
No Need to Choose Between  On-Demand vs. On-Premise! NetInsight On-Demand Both are 100% compatible Switch at any time with...
NetInsight’s Key Differentiations <ul><ul><li>Not a point solution but a  flexible application  that evolves with your org...
Web Analytics Wednesday  Paris, 14 Mai 2008 Denis Lacassagne Sr Account Mgr., Emea Quelle place pour l’analyse Web  dans n...
CONTENT / PUBLISHING CUSTOMER SERVICE ECOMMERCE LEAD GENERATION
Mesurer ! Mais comment?
Web Analytics Customers & Prospects Web Site PPC Ad Serving Affiliate Live / WOM Email refine site refine campaigns
The Web Analytics Library
Page Views Visits Hits Uniquely Identified Visitors Unique Visitors Increasing Value Of Data Volume of Available Data
eMetrics (2000)  Matt Cutler, Jim Sterne
Measure Analyze Report Execute Cleanse Internal Interpret Plan Capture The  Feedback  Loop Source:  Jim Sterne www.targeti...
The Web Analytics Heresy <ul><li>“ The numbers on their own are less interesting and less informative than changes in the ...
Customers & Prospects Web Site PPC Ad Serving Affiliate Live / WOM Email refine site refine campaigns
Mesurer ! Dans quel objectif ?
Let’s talk about…
“ You” is already going Cross Channel! Commerce Lifecycle Touchpoints Engage Transact Fulfill Service Web Call Center Stor...
Optimize Applications Application level & feature level
Market Insight Understand customers & market Optimize Applications Application level & feature level
Market Insight Understand customers & market Optimize Applications Application level & feature level Relationship Marketin...
Market Insight Understand customers & market Optimize Applications Application level & feature level Relationship Marketin...
Market Insight Understand customers & market Maximize value of application/site Maximize value of Products, Offering, Mess...
Web Analytics Maturity Model
Mesurer ! Qui travaille avec nos chiffres ?
 
Relationship Marketing Brand  Marketing
Brand / Media Advertising ( VP of Advertising ) Internet Marketing ( VP of Internet Marketing or eCommerce )  Relationship...
Direct Marketing Internet Marketing Publicité & Brand Marketing
Internet Marketing Publicité & Brand Marketing Direct Marketing
Mesurer ! Qui seront les professionnels  de demain?
Online Web Analyst
Offline Marketing Specialist
The Creative Mind
Internet Marketing Evolution Internet Marketing Relationship Marketing Interaction data Marketing data Webdata 1 Site opti...
Témoignages lus sur vos blogs <ul><li>“ La culture du chiffre n’est pas facile à imposer dans un monde cadenassé par des a...
Components of a Dialog <ul><li>Listen </li></ul><ul><li>Understand </li></ul><ul><li>Speak </li></ul>
The missing link… Internet Marketing Relationship Marketing  Web & Customer Analytics
Multichannel Marketing Metrics Akin Arikan Blog:  www.MultiChannelMetrics.com
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Web Analitycs Wednesday Waw Paris Mai 2008

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Les web analitycs présentés par Unica lors de la première WAW en France en mai 2008.
http://www.referencement-blog.net/le-premier-webanalitycs-wednesday-en-france-waw-pour-les-intimes-217

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  • But whichever approach you take don’t let the offline effects of your search marketing escape you because otherwise you would really – not – know the true results of your efforts. We have, by the way, a paper in the works with further examples. If you would like us to e-mail that one to you when it becomes available, do come and find me after this session.
  • Web Analitycs Wednesday Waw Paris Mai 2008

    1. 1. Web Analytics Wednesday Paris, 14 Mai 2008
    2. 2. Unica at a glance <ul><li>Founded in 1992, listed on Nasdaq (UNCA), SOX compliant </li></ul><ul><li>Profitable, revenue growth: 30% average </li></ul><ul><li>Expected revenue FY 07/08 : >125 M USD </li></ul><ul><li>Leader of Enterprise Marketing Management  (E.M.M) </li></ul><ul><li>More than 600 customers WW </li></ul><ul><li>Sales & Support through direct presence and channel </li></ul>
    3. 3. Unica: expanding into Europe <ul><li>United Kingdom </li></ul><ul><li>France </li></ul><ul><li>Germany </li></ul><ul><li>Spain </li></ul><ul><li>Belgium </li></ul><ul><li>Netherlands </li></ul>
    4. 4. Enterprise Marketing Management Suite Predictive Modeling Marketing Resource Mgt eMessaging NetInsight Web Analytics Insight Cross-Channel Analytics Campaign Mgt Behavior Detect° Marketing Collaboration Lead Mgt Outbound Mktg
    5. 5. NetInsight for … <ul><li>SEM/SEO Analysis </li></ul><ul><ul><li>Referrer </li></ul></ul><ul><ul><li>Keyword </li></ul></ul><ul><ul><li>Landing page </li></ul></ul><ul><ul><li>Conversion </li></ul></ul><ul><ul><li>Acquisition and cost analysis </li></ul></ul><ul><li>Scenario Analysis </li></ul><ul><ul><li>Conversion funnel </li></ul></ul><ul><ul><li>Contrast path analysis </li></ul></ul><ul><ul><li>Next two clicks </li></ul></ul><ul><li>Multi-dimensional Analysis </li></ul><ul><ul><li>Reporting ad-hoc dimensions </li></ul></ul><ul><ul><li>and metrics </li></ul></ul><ul><ul><li>Multi-dimension graphs/charts </li></ul></ul><ul><li>Creating Custom Metrics </li></ul><ul><li>Segmentation </li></ul><ul><ul><li>Demographic/geography/behavioral </li></ul></ul><ul><ul><li>Multi-variable filtering </li></ul></ul><ul><li>Visitor Profiling </li></ul><ul><ul><li>Unique users drill-down </li></ul></ul><ul><li>Cart Review </li></ul><ul><ul><li>Products </li></ul></ul><ul><ul><li>Cart analysis </li></ul></ul><ul><li>Content Analysis </li></ul><ul><ul><li>Local keyword search & conversion </li></ul></ul><ul><ul><li>Content hierarchy </li></ul></ul><ul><ul><li>Path review </li></ul></ul><ul><li>A|B Testing </li></ul><ul><li>File Download Analysis </li></ul>
    6. 6. Unique Benefits of NetInsight <ul><li>Instant Insight </li></ul><ul><ul><li>Easy to use/Navigate </li></ul></ul><ul><ul><li>Easy to create new reports & KPI </li></ul></ul><ul><li>Open </li></ul><ul><ul><li>Integrate data on customers </li></ul></ul><ul><ul><li>Integrate to Campaigns, CRM / BI </li></ul></ul><ul><li>Flexible </li></ul><ul><ul><li>Adaptable for any tracking needs </li></ul></ul><ul><ul><li>Database model fully open and documented </li></ul></ul><ul><li>Turning insight into action! </li></ul><ul><ul><li>Ability to identify triggers in support of event-based campaigns </li></ul></ul>
    7. 7. No Need to Choose Between On-Demand vs. On-Premise! NetInsight On-Demand Both are 100% compatible Switch at any time with all your data & reports! NetInsight On-Premise <ul><li>Start immediately </li></ul><ul><li>Remove dependence on IT </li></ul><ul><li>Pay monthly, no capital expenses </li></ul><ul><li>Keep your data on-premise </li></ul><ul><li>Integrate into BI & CRM more easily & more reliably </li></ul><ul><li>Leverage your own staff </li></ul><ul><li>Pay one-time or yearly </li></ul>Switch Switch
    8. 8. NetInsight’s Key Differentiations <ul><ul><li>Not a point solution but a flexible application that evolves with your organization </li></ul></ul><ul><ul><ul><li>Flexible data collection, reporting, deployment </li></ul></ul></ul><ul><ul><li>Not just about Internet Advertising but cross-channel customer experience management </li></ul></ul><ul><ul><ul><li>Analysis to actions </li></ul></ul></ul><ul><ul><li>Not just about Web Analytics but Enterprise marketing </li></ul></ul><ul><ul><ul><li>Cross-channel marketing methodology applied to online marketing </li></ul></ul></ul>
    9. 9. Web Analytics Wednesday Paris, 14 Mai 2008 Denis Lacassagne Sr Account Mgr., Emea Quelle place pour l’analyse Web dans nos entreprises ?
    10. 10. CONTENT / PUBLISHING CUSTOMER SERVICE ECOMMERCE LEAD GENERATION
    11. 11. Mesurer ! Mais comment?
    12. 12. Web Analytics Customers & Prospects Web Site PPC Ad Serving Affiliate Live / WOM Email refine site refine campaigns
    13. 13. The Web Analytics Library
    14. 14. Page Views Visits Hits Uniquely Identified Visitors Unique Visitors Increasing Value Of Data Volume of Available Data
    15. 15. eMetrics (2000) Matt Cutler, Jim Sterne
    16. 16. Measure Analyze Report Execute Cleanse Internal Interpret Plan Capture The Feedback Loop Source: Jim Sterne www.targeting.com
    17. 17. The Web Analytics Heresy <ul><li>“ The numbers on their own are less interesting and less informative than changes in the numbers over time”. </li></ul><ul><li>Eric Peterson – Web Analytics Demystified </li></ul><ul><li>(Don’t Forget To Buy The Book!) </li></ul>
    18. 18. Customers & Prospects Web Site PPC Ad Serving Affiliate Live / WOM Email refine site refine campaigns
    19. 19. Mesurer ! Dans quel objectif ?
    20. 20. Let’s talk about…
    21. 21. “ You” is already going Cross Channel! Commerce Lifecycle Touchpoints Engage Transact Fulfill Service Web Call Center Store Direct Mail eMail Catalog Click & Mortar Window Shopper eCommerce
    22. 22. Optimize Applications Application level & feature level
    23. 23. Market Insight Understand customers & market Optimize Applications Application level & feature level
    24. 24. Market Insight Understand customers & market Optimize Applications Application level & feature level Relationship Marketing Build Actionable Profile
    25. 25. Market Insight Understand customers & market Optimize Applications Application level & feature level Relationship Marketing Build Actionable Profile
    26. 26. Market Insight Understand customers & market Maximize value of application/site Maximize value of Products, Offering, Messaging Maximize value of Customers Optimize Applications Application level & feature level Relationship Marketing Build Actionable Profile
    27. 27. Web Analytics Maturity Model
    28. 28. Mesurer ! Qui travaille avec nos chiffres ?
    29. 30. Relationship Marketing Brand Marketing
    30. 31. Brand / Media Advertising ( VP of Advertising ) Internet Marketing ( VP of Internet Marketing or eCommerce ) Relationship Marketing ( VP of Database or Direct Marketing)
    31. 32. Direct Marketing Internet Marketing Publicité & Brand Marketing
    32. 33. Internet Marketing Publicité & Brand Marketing Direct Marketing
    33. 34. Mesurer ! Qui seront les professionnels de demain?
    34. 35. Online Web Analyst
    35. 36. Offline Marketing Specialist
    36. 37. The Creative Mind
    37. 38. Internet Marketing Evolution Internet Marketing Relationship Marketing Interaction data Marketing data Webdata 1 Site optimization 2 Marketing ROI 3 Action at individual level - On site behavioral targeting - Email 4 Cross channel marketing Customer Decision Engine On Site Behavioral Targeting Campaign Management Inbound interactions Outbound interactions Event Detection Web analytics
    38. 39. Témoignages lus sur vos blogs <ul><li>“ La culture du chiffre n’est pas facile à imposer dans un monde cadenassé par des agences où ce sont les créatifs qui mènent la barque.” </li></ul><ul><li>“ Les responsables de site ont été maintenus un certain temps dans une position infantilisante, et aujourd’hui, ils redécouvrent que leur site peut être optimisé au-delà des refontes complètes et coûteuses, en se concentrant sur du testing et de la web analyse…” </li></ul>
    39. 40. Components of a Dialog <ul><li>Listen </li></ul><ul><li>Understand </li></ul><ul><li>Speak </li></ul>
    40. 41. The missing link… Internet Marketing Relationship Marketing Web & Customer Analytics
    41. 42. Multichannel Marketing Metrics Akin Arikan Blog: www.MultiChannelMetrics.com
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