Top 5 Dos and Don'ts for Measuring Web 2.0

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

The Opportunity for Marketers from Web 2.0

But Rather:

Build brand through amplifying your customers’ voices

Offer unique values through consumer intelligence

Create better user experiences through RIA

Not Spam 2.0!

Do Web Analytics!

Don’t Just Measure to Improve Usability and Conversion Rates!

Web Analytics & Internet Marketing Solutions

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

Case Study: Product Review & Participation Site Mouse-over features to zoom, read reviews, add comments, & rate features Click & drag the image to rotate 360  Digital Snap Shooter X2020 LCD Display

Click and drag to rotate

Comment on this feature

Upload photos taken with this model

Invite friends to share

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

Tag relevant events with event tagging functionality

Choose the right event tagging language for the job:

Flash/Flex Apps/Movies: ActionScript tag

AJAX, DHTML, your blog: JavaScript tag

Your blog postings on others’ blogs: Pixel tag

Digital Snap Shooter X2020 LCD Display

Click and drag to rotate

Comment on this feature

Upload photos taken with this model

Invite friends to share

When Page Views Won’t Cut It

Business Goals Of A Web 2.0 Application

Drive Traffic

Attract more visitors

Create viral buzz

Encourage repeat visits

Drive Revenue

Convert visitors to buyers

Upsell and cross-sell

Build Brand

Create customer relationships

Get direct feedback from

customers/prospects

Metrics Unique visitors Engagement: Session length, comments, uploads, invitations RIA Events: rotate, zoom features Revenue, conversions Average order value Upgrades, market basket Repeat purchases Lifetime customer value Popularity: products, features, price ranges

Do measure overall contribution of RIAs

Do measure feature level contribution & usability of RIAs

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

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

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

Do measure community, commerce & engagement

Measure Community, Commerce, & Engagement March 1, 2007 – March 31, 2007

Do measure to learn about market & demand

Do capture social intelligence

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

Do measure to serve individual customers

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 Customer Application Market

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

Pre-Integrated Marketing Suite for Internet & Enterprise Marketers NetInsight for Web Analytics Content Management: Approvals, Markup Automated Predictive Modeling Marketing Resource Management Powerful & Flexible Customer Decisioning Distributed Collaboration Dashboard & Metrics Intelligent Lead Mgmt Email Authoring & Execution Contact Optimization Real-Time Personalization

Don’t ignore offline effects of online activity

Online Prospects Can Be Beamed to Earth Online … Thank you! Offline!

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

Meet Your Online Prospects on Earth Thank you! Online …

What is the flow over?

What online messages / ideas increase flow?

Which search keywords / ads are best at triggering offline conversions?

Offline!

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) Display unique 800 numbers “ Call (888) 212-3193” 32938A 10% Off Display & retrieve customer codes Your VIP ID: 1278123 113505 Tracking Code

Meet An Individual Online Prospect on Earth Online … Thank you! Offline!

Who continued offline?

Did he/she purchase?

If yes, what and how much ($$$)?

If not, why not? (  re-market)

1:1

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

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

Freebies: Recipe Cards for Online-Offline Fusion Marketing