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From
Unknown to Known
Turning Visitors
into Advocates
October 8, 2015
#InformzTracking
Presented by….
Chris Scavo
Digital Marketing Strategist
Vivian Swertinski
Sr. Digital Marketing Strategist
Agenda
Understand the difference between
unknown and known visitors.
Maximize your targeting capabilities
Leverage website...
Imagine your website is a storefront….
Web Tracking – Insight and Action Tool
Tracks All Visitors
Reports Key Activity Metrics
Identifies web activity from your ...
Very straightforward, easy to implement tool
Cookie based tool
Few lines of JavaScript code
Serves a unique purpose
Can you recognize your subscribers online?
How subscribers become Known
Email In Inbox
• Website Form Submissions
• Email Communications
Set yourself up for success
Serve your audience better with web tracking
Personalized
Relevant
Timely
Guidance
Tracked Activity becomes Actionable Activity
Select known visitors who
• visited any web pages
• performed interactions
• ...
Opportunity to observe and serve your audience
• Initiate email communications
• Campaign decision steps
• Remarketing
• S...
Page View Metrics – What’s working and what’s not?
Know your website “hot spots”
Important metric for:
• Display Ad Revenu...
Page View Data – What actions do you want to respond to?
Select by Specific Page
• Membership Login
• About Us
• Industry ...
Put a TAG on it
Simplify segmentation with Page Tags
• Education
• Events
• Benefits
• Advocacy
• Donate
Page Interaction – Who is actively engaged and who is not?
Video Testimonials
Whitepaper download
Conference Agenda
Certif...
Purchases – If only my website could be more like a storefront!
Abandoned cart
Stock notifications
Order confirmations
Sub...
Purchase data - equips you with opportunities to follow up
Cross Sell Opportunities
Clearance Sale
Reviews – testimonials
Campaigns to launch based on web activity
Re-engagement campaign – members that are at risk of becoming
inactive
Prospect ...
Campaign Example
Web Tracking – Measuring Effectiveness
Web Tracking – Measuring Email Effectiveness
Individual Subscriber Web ActivityIndividual Email Statistics
Web Tracking – Measuring Effectiveness
Questions? Stay in touch!
experts@informz.com
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From Unknown to Known: Turning Website Visitors into Organization Advocates

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Using Web Tracking to Customize Email Campaigns. Take your behavior-based targeting up a notch and turn random website visitors into engaged members, subscribers, and donors with web tracking! Learn how web tracking functionality can give you essential data that allows you to understand your users better and create more relevant content.

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From Unknown to Known: Turning Website Visitors into Organization Advocates

  1. 1. From Unknown to Known Turning Visitors into Advocates October 8, 2015 #InformzTracking
  2. 2. Presented by…. Chris Scavo Digital Marketing Strategist Vivian Swertinski Sr. Digital Marketing Strategist
  3. 3. Agenda Understand the difference between unknown and known visitors. Maximize your targeting capabilities Leverage website engagement to increase marketing effectiveness
  4. 4. Imagine your website is a storefront….
  5. 5. Web Tracking – Insight and Action Tool Tracks All Visitors Reports Key Activity Metrics Identifies web activity from your subscription lists Create action based target lists
  6. 6. Very straightforward, easy to implement tool Cookie based tool Few lines of JavaScript code Serves a unique purpose
  7. 7. Can you recognize your subscribers online?
  8. 8. How subscribers become Known Email In Inbox
  9. 9. • Website Form Submissions • Email Communications Set yourself up for success
  10. 10. Serve your audience better with web tracking Personalized Relevant Timely Guidance
  11. 11. Tracked Activity becomes Actionable Activity Select known visitors who • visited any web pages • performed interactions • made online purchases
  12. 12. Opportunity to observe and serve your audience • Initiate email communications • Campaign decision steps • Remarketing • Scoring
  13. 13. Page View Metrics – What’s working and what’s not? Know your website “hot spots” Important metric for: • Display Ad Revenue • Prospect Engagement • Measuring content adoption • Member engagement
  14. 14. Page View Data – What actions do you want to respond to? Select by Specific Page • Membership Login • About Us • Industry News Select Any Page Activity • Website Bounces • Multiple Views
  15. 15. Put a TAG on it Simplify segmentation with Page Tags • Education • Events • Benefits • Advocacy • Donate
  16. 16. Page Interaction – Who is actively engaged and who is not? Video Testimonials Whitepaper download Conference Agenda Certification Requirements Pre-recorded Webinars
  17. 17. Purchases – If only my website could be more like a storefront! Abandoned cart Stock notifications Order confirmations Subject Line: You left something behind…
  18. 18. Purchase data - equips you with opportunities to follow up Cross Sell Opportunities Clearance Sale Reviews – testimonials
  19. 19. Campaigns to launch based on web activity Re-engagement campaign – members that are at risk of becoming inactive Prospect Nurturing campaign - prospects visiting high value content pages Event campaign – early sign up page, call for volunteers, video highlights of last year’s event
  20. 20. Campaign Example
  21. 21. Web Tracking – Measuring Effectiveness
  22. 22. Web Tracking – Measuring Email Effectiveness Individual Subscriber Web ActivityIndividual Email Statistics
  23. 23. Web Tracking – Measuring Effectiveness
  24. 24. Questions? Stay in touch! experts@informz.com

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