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Web Analitycs Wednesday Waw Paris Mai 2008
 

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.

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 Web Analitycs Wednesday Waw Paris Mai 2008 Presentation Transcript

  • Web Analytics Wednesday Paris, 14 Mai 2008
  • Unica at a glance
    • Founded in 1992, listed on Nasdaq (UNCA), SOX compliant
    • Profitable, revenue growth: 30% average
    • Expected revenue FY 07/08 : >125 M USD
    • Leader of Enterprise Marketing Management  (E.M.M)
    • More than 600 customers WW
    • Sales & Support through direct presence and channel
  • Unica: expanding into Europe
    • United Kingdom
    • France
    • Germany
    • Spain
    • Belgium
    • Netherlands
  • 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
  • NetInsight for …
    • SEM/SEO Analysis
      • Referrer
      • Keyword
      • Landing page
      • Conversion
      • Acquisition and cost analysis
    • Scenario Analysis
      • Conversion funnel
      • Contrast path analysis
      • Next two clicks
    • Multi-dimensional Analysis
      • Reporting ad-hoc dimensions
      • and metrics
      • Multi-dimension graphs/charts
    • Creating Custom Metrics
    • Segmentation
      • Demographic/geography/behavioral
      • Multi-variable filtering
    • Visitor Profiling
      • Unique users drill-down
    • Cart Review
      • Products
      • Cart analysis
    • Content Analysis
      • Local keyword search & conversion
      • Content hierarchy
      • Path review
    • A|B Testing
    • File Download Analysis
  • Unique Benefits of NetInsight
    • Instant Insight
      • Easy to use/Navigate
      • Easy to create new reports & KPI
    • Open
      • Integrate data on customers
      • Integrate to Campaigns, CRM / BI
    • Flexible
      • Adaptable for any tracking needs
      • Database model fully open and documented
    • Turning insight into action!
      • Ability to identify triggers in support of event-based campaigns
  • 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
    • Start immediately
    • Remove dependence on IT
    • Pay monthly, no capital expenses
    • Keep your data on-premise
    • Integrate into BI & CRM more easily & more reliably
    • Leverage your own staff
    • Pay one-time or yearly
    Switch Switch
  • NetInsight’s Key Differentiations
      • Not a point solution but a flexible application that evolves with your organization
        • Flexible data collection, reporting, deployment
      • Not just about Internet Advertising but cross-channel customer experience management
        • Analysis to actions
      • Not just about Web Analytics but Enterprise marketing
        • Cross-channel marketing methodology applied to online marketing
  • Web Analytics Wednesday Paris, 14 Mai 2008 Denis Lacassagne Sr Account Mgr., Emea Quelle place pour l’analyse Web dans nos entreprises ?
  • 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.targeting.com
  • The Web Analytics Heresy
    • “ The numbers on their own are less interesting and less informative than changes in the numbers over time”.
    • Eric Peterson – Web Analytics Demystified
    • (Don’t Forget To Buy The Book!)
  • 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 Store Direct Mail eMail Catalog Click & Mortar Window Shopper eCommerce
  • 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 Marketing Build Actionable Profile
  • Market Insight Understand customers & market Optimize Applications Application level & feature level Relationship Marketing Build Actionable Profile
  • 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
  • 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 Marketing ( VP of Database or Direct Marketing)
  • 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 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
  • Témoignages lus sur vos blogs
    • “ 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.”
    • “ 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…”
  • Components of a Dialog
    • Listen
    • Understand
    • Speak
  • The missing link… Internet Marketing Relationship Marketing Web & Customer Analytics
  • Multichannel Marketing Metrics Akin Arikan Blog: www.MultiChannelMetrics.com