Top 5 Dos and Don'ts for Measuring Web 2.0

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    Top 5 Dos and Don'ts for Measuring Web 2.0 - Presentation Transcript

    1. 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
    2. 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
    3. 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
    4. 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
      Web Analytics & Internet Marketing Solutions
    5. 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
    6. 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
      Web Analytics & Internet Marketing Solutions
    7. Measure RIA Overall Contribution March 1, 2007 – March 31, 2007 Customer Application Market
    8. Measure RIA Feature Usage And Effectiveness March 1, 2007 – March 31, 2007 Customer Application Market
    9. Event Streams Help Improve RIA Effectiveness March 1, 2007 – March 31, 2007 Customer Application Market
      • Do measure community, commerce & engagement
      Web Analytics & Internet Marketing Solutions
    10. Measure Community, Commerce, & Engagement March 1, 2007 – March 31, 2007
      • Do measure to learn about market & demand
      • Do capture social intelligence
      Web Analytics & Internet Marketing Solutions
    11. Web Analytics As An Insight Machine March 1, 2007 – March 31, 2007 Customer Application Market
      • Do measure to serve individual customers
      Web Analytics & Internet Marketing Solutions
    12. 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
    13. 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
    14. 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
      Web Analytics & Internet Marketing Solutions
    15. Online Prospects Can Be Beamed to Earth Online … Thank you! Offline!
    16. Internet Influenced Offline Purchases Are Increasingly Significant Source: JupiterResearch, 11/06 Online & Online-Influenced Retail Sales ($Billions) % Total Retail Sales
    17. 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!
    18. 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
    19. 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
    20. 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
    21. 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
    22. Freebies: Recipe Cards for Online-Offline Fusion Marketing
      • Part 1, Fusion Metrics
        • Online Lift
        • Offline Lift
        • 1:1 Online Conversions
        • 1:1 Offline Conversions
        • Actionable Marketing Profiles
    23. Freebies: Recipe Cards for Web Analytics
      • For Visitor
        • Attraction
        • Conversion
        • Retention
      • Measuring
        • Pay-per-click
        • Organic Search
        • Campaigns
        • Site Layout
    24. Freebies: Web 2.0 Case Study
      • For Visitor
        • Attraction
        • Conversion
        • Retention
      • Measuring
        • Pay-per-click
        • Organic Search
        • Campaigns
        • Site Layout
    25. Unica Customers: Diverse Successful Marketers Financial Services Health/Insurance Telecom Travel Retail/Catalog Other Industries Publishing
    26. Q & A? [email_address]
      • Web Analytics Solutions
      • Internet Marketing Solutions
      • Enterprise Marketing Solutions

    + Danny RoaDanny Roa, 3 years ago

    custom

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