Top 5 Dos and Don'ts for Measuring Web 2.0

Slide 1: Web Analytics & Internet Marketing Solutions Top 5 Do’s and Don’ts for Measuring Web 2.0 April 18, 2007 Akin Arikan, Internet Marketing Solutions Group Unica Corporation®

Slide 2: The Opportunity for Marketers from Web 2.0 Not Spam 2.0! But Rather:  Build brand through amplifying your customers’ voices  Offer unique values through consumer intelligence  Create better user experiences through RIA  2007 Unica Corporation

Slide 3: Web Analytics & Internet Marketing Solutions • Do Web Analytics! • Don’t Just Measure to Improve Usability and Conversion Rates!

Slide 4: How Do I Love Measuring with Web 2.0? Let Me Count the Ways Maximize value of customers Relationship Marketing Build Actionable Profile Maximize value of products & messaging Market Insight Capture Consumer Intelligence Maximize value of application/site Optimize Web 2.0 Applications Usability, conversion rates & engagement!  2007 Unica Corporation

Slide 5: Case Study: Product Review & Participation Site Digital Snap Shooter X2020 Click & drag LCD Display the image to rotate 360 Mouse-over features to  Click and drag to rotate zoom, read reviews,  Comment on this feature add comments,  Upload photos taken with this model  Invite friends to share & rate features  2007 Unica Corporation

Slide 6: Web Analytics & Internet Marketing Solutions • Do think of measurement from the beginning of your project • Don’t think of page views • Don’t use log files for RIAs

Slide 7: 2.0 Event Tagging When Page Views Won’t Cut It Digital Snap Shooter X2020 LCD Display  Tag relevant events with event tagging functionality  Choose the right event tagging language for the job: • Flash/Flex Apps/Movies: ActionScript tag  Click and drag to rotate  Comment on this feature • AJAX, DHTML, your blog:  Upload photos taken with this model  Invite friends to share JavaScript tag • Your blog postings on others’ blogs: Pixel tag  2007 Unica Corporation

Slide 8: Business Goals Of A Web 2.0 Application Metrics  Drive Traffic Unique visitors • Attract more visitors Engagement: Session length, • Create viral buzz comments, uploads, invitations • Encourage repeat visits RIA Events: rotate, zoom features  Drive Revenue • Convert visitors to buyers Revenue, conversions Average order value • Upsell and cross-sell Upgrades, market basket  Build Brand Repeat purchases • Create customer relationships Lifetime customer value • Get direct feedback from Popularity: products, features, customers/prospects price ranges  2007 Unica Corporation

Slide 9: Web Analytics & Internet Marketing Solutions • Do measure overall contribution of RIAs • Do measure feature level contribution & usability of RIAs

Slide 10: Measure RIA Overall Customer Market Application Contribution March 1, 2007 – March 31, 2007  2007 Unica Corporation

Slide 11: Measure RIA Feature Customer Market Application Usage And Effectiveness March 1, 2007 – March 31, 2007  2007 Unica Corporation

Slide 12: Event Streams Help Customer Market Application Improve RIA Effectiveness March 1, 2007 – March 31, 2007  2007 Unica Corporation

Slide 13: Web Analytics & Internet Marketing Solutions • Do measure community, commerce & engagement

Slide 14: Measure Community, Commerce, & Engagement March 1, 2007 – March 31, 2007  2007 Unica Corporation

Slide 15: Web Analytics & Internet Marketing Solutions • Do measure to learn about market & demand • Do capture social intelligence

Slide 16: Customer Web Analytics As An Market Application Insight Machine March 1, 2007 – March 31, 2007  2007 Unica Corporation

Slide 17: Web Analytics & Internet Marketing Solutions • Do measure to serve individual customers

Slide 18: Customer Market Application 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  2007 Unica Corporation

Slide 19: Action: Automate Customer Market Application 1:1 Communication Visit Range Weighted High Rated Low Purchased New Reviewed LCD Cameras are us Permissions Permissions Cross-Channel Customer LTV Analysis and Execution Send leads to telemarketing for high-value prospects  2007 Unica Corporation

Slide 20: Pre-Integrated Marketing Suite for Internet & Enterprise Marketers Marketing Resource Content Management: Management Dashboard & Metrics Approvals, Markup Automated Predictive Modeling NetInsight for Web Analytics Powerful & Flexible Customer Decisioning Intelligent Lead Mgmt Contact Optimization Email Authoring  2007 Unica Corporation & Execution Distributed Collaboration Real-Time Personalization

Slide 21: Web Analytics & Internet Marketing Solutions • Don’t ignore offline effects of online activity

Slide 22: Online Prospects Can Be Beamed to Earth Thank you! Online … Offline!  2007 Unica Corporation

Slide 23: Internet Influenced Offline Purchases Are Increasingly Significant Online & Online-Influenced Retail Sales ($Billions) % Total Retail Sales Source: JupiterResearch, 11/06  2007 Unica Corporation

Slide 24: Meet Your Online Prospects on Earth Thank you! Online … Offline! • What is the flow over? • What online messages / ideas increase flow? • Which search keywords / ads are best at triggering offline conversions?  2007 Unica Corporation

Slide 25: 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) Tracking Code 113505 Display & retrieve customer codes 10% Off Your VIP ID: 1278123 Display unique 800 numbers 32938A “Call (888) 212-3193”  2007 Unica Corporation

Slide 26: Meet An Individual Online Prospect on Earth 1:1 Thank you! Online … Offline! • Who continued offline? • Did he/she purchase? • If yes, what and how much ($$$)? • If not, why not? ( re-market)  2007 Unica Corporation

Slide 27: How Can You Measure Individuals’ Offline Conversions Triggered By Online Marketing? Step 4: Connect the dots Direct Response Contact ID: #366282 Thank you! Inferred Response (By matching up contacts, loyalty cards or accounts based on cookie or login)  2007 Unica Corporation

Slide 28: How Can You Measure Individuals’ Offline Browsing Triggered By Online Marketing? Step 1: Entice online registration (and set a cookie) Hi Akin! Step 2: Feed user activity Into CRM or SFA Web Analytics View web session Step 2b: Prioritize offline treatment Step 3: Entice identification in stores offline  2007 Unica Corporation

Slide 29: 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  2007 Unica Corporation

Slide 30: Freebies: Recipe Cards for Web Analytics For Visitor  Attraction  Conversion  Retention Measuring  Pay-per-click  Organic Search  Campaigns  Site Layout  2007 Unica Corporation

Slide 31: Freebies: Web 2.0 Case Study For Visitor  Attraction  Conversion  Retention Measuring  Pay-per-click  Organic Search  Campaigns  Site Layout  2007 Unica Corporation

Slide 32: Unica Customers: Diverse Successful Marketers Telecom Health/Insurance Retail/Catalog Publishing Financial Services Other Industries Travel  2007 Unica Corporation

Slide 33: Q & A? • Web Analytics Solutions • Internet Marketing Solutions • Enterprise Marketing Solutions InternetMarketing@Unica.com  2007 Unica Corporation