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CRM & Analytics

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This webinar was presented on Tuesday March 22nd by Blueliner CEO, Arman Rousta. It covers two of the 7 Pillars of Digital Strategy, CRM and Web Analytics.

Published in: Business

CRM & Analytics

  1. 1. CRM & Web Analytics * from the 7 Pillars of Digital Strategy * Best Practices Presented by: Arman Rousta Chief Executive Officer Blueliner Marketing <ul><li>March 2011 </li></ul><ul><ul><ul><li>* Original in 2004 </li></ul></ul></ul>TM
  2. 2. Table of Contents CRM: Tools & Tactics About Blueliner 7 Pillars TM Overview Analytics: Tools & Tactics Questions & Answers Case Studies Appendix 7 Pillars Vendors
  3. 3. Interactive Marketing Clients California Closets (Lifestyle) Completely Bare (Beauty) IZOD Men’s Fragrance (Beauty) Bogner (Fashion) Allied Home Mortgage (Real Estate) New York Video School (Education) 401kid (Finance) CMS Forex (Finance) Guardian Water & Power (Energy) Morningside Translations (Translations) Blueliner is a reputable digital marketing agency based in New York , with presence in Asia, Latin America and Europe . We have built successful social, mobile and search campaigns for hundreds of clients, including: Medical Hair Restoration (Medical) Manhattan Orthopaedic Care (Medical) Russia Today (Media) SogoTrade (Finance) Icebreaker (Fashion) Lufthansa (Travel) Chaa Creek Resort (Travel) Celect.org (Social Media) Bid on the City (Real Estate) Red Clay Media (Marketing)
  4. 4. SEM Pillar 1. Web Design (UX, IA, Branding) Pillar 2. Search Engine Optimization Pillar 3. Online Advertising (PPC, CPM, CPA) Pillar 4. CRM (Relationship, Email Marketing) Pillar 5. Social Media Pillar 6. Mobile Pillar 7. Analytics The 7 Pillars of Digital Strategy
  5. 5. “ CRM is the strategy, process and tools used to manage relationships.” P4. What is CRM? (Customer Relationship Management) CRM Software Lead Nurturing Email Marketing Solutions (EMS) Customer Service Communication Protocols (Live Chat, Social Media, etc.)
  6. 6. “ Analytics is the strategy, process and tools used to plan, track and make informed decisions based on data gathered across all digital activity.” What is Analytics?
  7. 7. Poll # 1 <ul><ul><li>Do you currently have EMS + CRM integration with your website(s)? </li></ul></ul><ul><ul><li>Yes </li></ul></ul><ul><ul><li>No </li></ul></ul><ul><ul><li>Unsure </li></ul></ul>
  8. 8. <ul><li>Key Questions: </li></ul><ul><li>How long do people stay on your site? </li></ul><ul><li>How often do they return? </li></ul><ul><li>What do they do on the site (transact, interact)? </li></ul><ul><li>Do you know who is doing what? </li></ul>Analytics + CRM
  9. 9. Analytics + CRM in Web Design <ul><li>Some of the key tasks during the web design process revolve around Analytics and CRM, such as: </li></ul><ul><li>Picking a good EMS (Email Marketing Solution) to integrate lead/form data with. </li></ul><ul><li>Picking a good CRM software – can be same as EMS or as a plugin of an EMS into the CRM. </li></ul><ul><li>Proper setup of Web Analytics, including goal pages, tracking codes and heat map tools. </li></ul><ul><li>Setting up some multivariate tests, to improve UX. </li></ul>
  10. 10. CRM Tools that We Like Why We Like It Cost Salesforce.com Per User, starting @ $30/user per month Sugar CRM Free, Open Source Zoho CRM Per User, starting @ ACT Per User license Highrise (37 Signals) Per User, starting @ $10/user per month Outlook Costly
  11. 11. EMS Tools that We Like Why We Like It Cost Mailchimp Simple way to see what KWs competitors are bidding on + SEO rankings. Basic: Free Premium: $139/mo+ Exact Target Vertical Response Cooler Email Subscriber Mail Exact Target
  12. 12. CRM: Segmenting Customers Client X Patient DNA snapshot <Gerald Smith> <ul><li><39 Year-Old>/<Single>/<Male>/<lives alone>/<Orlando, FL> </li></ul><ul><li><IT Programmer>/<earning $65,000/yr> </li></ul><ul><li>Referred By:<a friend>, <John Templeton>, who found Client X through <PPC/Google/Keyword=“hair loss restoration florida”> </li></ul><ul><li>Interests:<Golf, Dating, Travel>/DNA Segments:<Active, Bachelor> </li></ul><ul><li>Satisfaction Rating:<4/5>/Refers:<4 Leads/0 Sales>/Email:<5/10> </li></ul>ACTIVE BACHELOR SINGLE DAD EXECUTIVE RETIRED
  13. 13. Poll # 2 <ul><ul><li>Does your CRM have segmenting of users based on various demographics, such as income level, gender, etc.? </li></ul></ul><ul><ul><li>Yes </li></ul></ul><ul><ul><li>No </li></ul></ul><ul><ul><li>Unsure </li></ul></ul>
  14. 14. Analytics + Mobile: Trend Data <ul><li>Analytics is a critical planning tool that helps you understand trends and stay ahead of the game. </li></ul>
  15. 15. Trends Report Page United States Trends Report
  16. 16. Analytics: Smartsite Report <ul><li>Blueliner did Smartsite analysis on oilsandsquest .com , comparing it on key visibility metrics to competitors : </li></ul><ul><li>Observations: </li></ul><ul><li>PageRank is below average. </li></ul><ul><li>Alexa ranking can be improved, and is expected to be under 1 million within the term of one service contract with Blueliner (6-months). </li></ul>Blueliner's Proprietary Smart Site Ratings Lower is better. Overall rank of all websites. (1-10 scale) Higher is better. 5 is good, anything below is undesirable. In general, the older the domain name is, the more favorable a website tends to rank with search engines. More is better. Top sites have hundreds of inbound links. More is better. Top sites have hundreds of inbound links. More is better. The more content pages, the better for search engines. More is better. The more content pages, the better for search engines.   Sites Alexa Score PageRank Age of Domain Links in Google Links in Yahoo Pages Indexed in Google Pages Indexed in Yahoo                 Competitor 1 www.suncor.com 446,821 6 12 years and 5 months 46,200 97,200 728 3,220,000 Competitor 2 www.encana.com. 629,431 no info 7 years 0 months 39,500 91,900 2,410 2,210,000 Competitor 3 www.nexeninc.com 530,292 6 8 years 7 months 8,930 579 9,140 351,000 Competitor 4 www.marathon.com 305,135 6 12 years 5 months 11,300,000 9,400,000 3,580 217,000,000 Your Website www.oilsandsquest.com 3,475,398 4 3 years 4 months 4,510 251 355 6,950
  17. 17. Analytics + PPC + SEO: Keyword Search Volume
  18. 18. Analytics + SEO: Organic Rankings
  19. 19. Web Analytics <ul><li>ANALYTICS ARE CRITICAL FOR MAXIMIZING UTILITY AND WEBSITE CONVERSION RATES. </li></ul>
  20. 20. Web Analytics – A/B Testing <ul><li>OPTION 1: /home </li></ul>Flash Banner: YES Form on Home Pg: YES
  21. 21. Web Analytics – A/B Testing <ul><li>OPTION 2: /home2 </li></ul>Flash Banner: NO Form on Home Pg: YES
  22. 22. Web Analytics – A/B Testing <ul><li>OPTION 3: /index </li></ul>Flash Banner: NO Form on Home Pg: NO
  23. 23. Web Analytics – A/B Testing <ul><li>OPTION 4: /index2 </li></ul>Flash Banner: YES Form on Home Pg: NO
  24. 24. Web Analytics – A/B Testing <ul><li>Results </li></ul>Tip: Use Google Web Optimizer to Run A/B Tests!
  25. 25. ALL: Measure and use the tools
  26. 26. Heatmap Analysis Report Page Luggage Forward Homepage Heatmap Report
  27. 27. Heatmap Analysis Report Page Luggage Free Homepage Heatmap Report
  28. 28. Heatmap Analysis Report Page Luggage Club Homepage Heatmap Report
  29. 29. Analytics in Keyword Research - Revenue Opportunity Revenue Opportunity for Medifast = $250,000 + (click for details) Searches Per Month = 460,389 - X -
  30. 30. Analytics in Search Marketing (ROI Planning) - Potential ROI This analysis is for one keyword phrase, which presents several different marketing opportunities. Return to 7 Pillars Assessment
  31. 31. Questions & Answers
  32. 32. SEM Pillar 1. Web Design (UX, IA, Branding) Pillar 2. Search Engine Optimization Pillar 3. Online Advertising (PPC, CPM, CPA) Pillar 4. CRM (Relationship, Email Marketing) Pillar 5. Social Media Pillar 6. Mobile Pillar 7. Analytics The 7 Pillars of Digital Strategy
  33. 33. Thank you for your participation! For questions or comments about this presentation, contact: Arman Rousta Chief Executive Officer [email_address] 212.904.1240 office 55 Broad Street, 17 th Floor New York, NY 10004 www.bluelinerny.com

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