Slideshow Transcript

1. Slide 1: Advanced Web Analytics Turning Insight into Action Matt Hopkins Technical Account Manager SCL Analytics matt.hopkins@scl.com Tel: +44 (0)1293 403636 www.sclanalytics.com
2. Slide 2: SCL Analytics and Unica  SCL Analytics • UK, Eire, Scandinavia and Benelux partner for Unica (Unica Affinium NetInsight) • Expertise in delivery of web analytics, training and consultancy  Unica • Established leader in Enterprise Marketing Management (EMM) • Top rankings by industry analysts • Operations in North America, Europe, Asia, and Australia • Strong financial performance • NASDAQ listed company • Profitable, revenue growth 30 - 40% Yr/Yr over past 5 years • 500 Enterprise class customers • 1000s of additional web analytics customers www.sclanalytics.com
3. Slide 3: Typical Business Requirements Sample Clients 1. Acquire Prospects 2. Engage & Convert Prospects Online Online • Increase traffic & clickthroughs • Optimize ad landing pages • Optimize advertising • Inform & engage with content • Optimize PPC & organic • Optimize site ads • Optimize organic ranking • Minimize drop-outs & errors • Maximize registrations Online & Offline • Optimize offline ads & effects Online & Offline • Target by demographics etc. • Multi-channel conversion progr. 4. Build Loyalty & Wallet Share 3. Service & Satisfy Clients Online Online • Learn about aggregate demand • Optimize usability • Learn about individual customers • Optimize site search • Detect cross-sales opportunities • Optimize navigation • Detect and prevent attrition • Reduce # of clicks to content Online & Offline Online & Offline • Engage in timely, relevant 1:1 • Maximize self-service success to dialog across web, e-mail, call- minimize call-center calls center, and offline channels • Provide consistent experience www.sclanalytics.com
4. Slide 4: Unique Value For Online Customers: “Insight to Results” Sample Reports 1. Acquire Prospects 2. Engage & Convert Prospects Campaign KPIs & Reports Conversion KPIs & Reports • Unique visitors by ad • Overlay heat maps • Conversion rates • Scenario funnel visualizations • Value / ROI • Click path visualizations • Geo analysis • Troubleshooting Drive Results Drive Results • Marketing Resource Mgmt. • Real time site advertising • Ad Campaign Management • Re-marketing e-mails, etc. 4. Build Loyalty & Wallet Share 3. Service & Satisfy Clients Relationship KPIs & Reports Services KPIs & Reports • Life time value reporting • Self-service registration funnels • Segment click behaviour by • Site search reporting • Path-between reporting customer segments • Content utilization Drive Results • Detect changes in patterns Drive Results • Provide next-best offers using • Execute channel migration click and offline customer data marketing programs • Closed loop x-channel analysis www.sclanalytics.com
5. Slide 5: Unique Characteristics of Unica Affinium NetInsight  Flexible • Adaptable for any tracking needs • On-premise and/or on-demand • Log files, page tags or both  Open • Integrate online, offline and customer data • Integrate with external data sources • CRM, BI, EDW  Instant Insight • Easy to use/Navigate • Easy to create new reports & custom KPIs  Action: Turning insight into results! www.sclanalytics.com
6. Slide 6: Flexibility
7. Slide 7: Flexible: No Need to Choose Between On-Demand or On-Premise! NetInsight On-Demand NetInsight On-Premise • Keep your data on-premise • Start immediately • Integrate into BI & CRM more • Remove dependence on IT easily & more reliably • Pay monthly, no capital expenses • Leverage your own staff • Pay one-time or yearly Both are 100% compatible Switch at any time with all your data & reports! www.sclanalytics.com
8. Slide 8: Flexible: NetInsight Options Standard Package ? Unlimited All Standard & Unlimited Data World Class Users & Roles Custom Reports Ad-hoc Reports Warehouse Security Customer Regular Initial Startup Dedicated K-Base Support Webcasts & Training Account Manager & Forums Optional Add-Ons Assistance Data Integrations Data Feeds Best Practices 1:1 Marketing www.sclanalytics.com
9. Slide 9: Flexible: Deployment & Technology On-premise or SaaS Any number of visitors Any type of Web sites Proxy,etc (or any Intranet amount of Extranet Web site Internet traffic) Scales using MySQL, Microsoft SQL Server, Any content mgmt. system Compatible so customers Oracle, DB2, or Netezza can switch with all data etc. Any # of clustered servers database Any type of UI Any analytics server Any data collection Overlay UI, Use logs or tags or hybrids for data collection Any RDBMS Drag & drop Open schema Marketing JS UI, Any OS BI templates Use 1st party cookies or user names or hybrids E-mail alerts Optimize Robots & Spiders www.sclanalytics.com
10. Slide 10: Flexible: Hybrid Data Collection Visitors and page views missed by pure page tagging Pages missing Visitor lacking JavaScript a page tag e.g. wireless browser, where Search engine Un-trapped <noscript> tags fail robots/spiders HTML errors indexing pages Visitors clicking to Aborted next page before page downloads has fully loaded or page views PDFs downloaded directly from Google Page views On-page events, e.g. on remotely hosted • Add to cart portions of site, if logs • Remove from cart cannot be obtained • Scroll down • Change a specific Augmented log file field on form includes log records • Selection in a and tag records Page views of a static drop-down box HTML page that was cached, • Screen e.g. browser’s back button resolution Page views and events missed by pure logs analysis www.sclanalytics.com
11. Slide 11: Flexible: Data Collection With Event Tagging (Web 2.0) Digital Snap Shooter X2020  Think of events vs. page views LCD Display  Tag relevant events with Unica’s Event Tagging functionality  Choose right Event Tagging language for the right job: • Flash/Flex Apps/Movies: ActionScript Event Tagging • AJAX, DHTML Applications: JavaScript Event Tagging Read Feature Reviews • Your blog postings on others’ Rate Feature blogs: Pixel Event Tagging Tag dragging & dropping , zooming, panning, etc. Tag selections, actions, blogging www.sclanalytics.com
12. Slide 12: Open
13. Slide 13: Open: Integrate with the Enterprise Marketing Resource Automated Predictive Modeling Management Content Mgmt: Versions, Approvals, Markup Web Analytics Powerful & Flexible Customer Decisioning Dashboard & Metrics Intelligent Lead Mgmt Distributed Collaboration Email Authoring Contact Optimization Real-Time Personalization & Execution www.sclanalytics.com
14. Slide 14: Open: Gaining Insight Into Your Marketplace Capture interest in products and configurations from dynamic Web site content usage Parts Analyze which catalog configurations are popular together Correlate Web traffic with Combine with products and historical product purchases; parts catalog database forecast next month’s demand www.sclanalytics.com
15. Slide 15: Open: ROI Reporting www.sclanalytics.com
16. Slide 16: Insight
17. Slide 17: Insight: Which Of Your Pages Contribute to Converting Visitors? www.sclanalytics.com
18. Slide 18: Insight: How Do Different Visitor Segments Browse The Site Differently? Women Men www.sclanalytics.com
19. Slide 19: Insight: Which Rich Internet Application Features Are Used Vs. Ignored? www.sclanalytics.com
20. Slide 20: Insight: How Do Visitors Navigate the RIA? Are There Bottlenecks? www.sclanalytics.com
21. Slide 21: Insight: Target the Right Visitors www.sclanalytics.com
22. Slide 22: Insight: Do Visitors Complete Scenario Processes? Drill to exit pages www.sclanalytics.com
23. Slide 23: Action
24. Slide 24: Action: Switch into A/B Analysis Mode www.sclanalytics.com
25. Slide 25: Action: Paid Visitors Were Thrown Off By Our Online Form www.sclanalytics.com
26. Slide 26: Action: Typical Scenario Clickthrough, then Drop-Out www.sclanalytics.com
27. Slide 27: Action: Jumping to Conclusions… 1. That keyword isn’t working for me 2. I can blast out an e-mail with a 20% discount offer? 3. No!! 4. Some of the online users have actually booked by phone … and they booked for full price 5. Only send the offer to users who haven’t booked www.sclanalytics.com
28. Slide 28: Action: Systems Can Close the Loop Between Online & Offline 1. Registered customer goes to web site but drops out 3. ROI Analytics & Action Common customer ID Customers 2. Call-Center or POS registers booking Relevant email Contact / Response History or real time offer www.sclanalytics.com
29. Slide 29: Top Features in Affinium NetInsight  Top-level • Platforms: Netezza, Oracle, MS SQL Server, DB2, MySQL, Linux, Windows, Unix • Real time reporting • Integration with external data sources e.g. CRM, BI, CMS, Ecommerce and Marketing Systems  User interfaces • Next generation, drag & drop, enterprise marketing UI • Overlay UI – Differentiated with live, “drill-anywhere” data  Reporting • Visual Exploration of KPIs • Drag & Drop • Drill-AnywhereTM • Trend-AnythingTM • Interactive Visualizations • Paths, funnels, geo maps • Incorporate registered user data with extendable business data dimensions www.sclanalytics.com
30. Slide 30: Any Questions? Turning Insight into Action Matt Hopkins Technical Account Manager SCL Analytics matt.hopkins@scl.com Tel: +44 (0)1293 403636 www.sclanalytics.com