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关于2.0

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关于2.0

  1. 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. 2. © 2007 Unica Corporation 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!
  3. 3. • Do Web Analytics! • Don’t Just Measure to Improve Usability and Conversion Rates! Web Analytics & Internet Marketing Solutions
  4. 4. © 2007 Unica Corporation How Do I Love Measuring with Web 2.0? Let Me Count the Ways Optimize Web 2.0 Applications Relationship Marketing Build Actionable Profile Market Insight Capture Consumer Intelligence Maximize value of application/site Maximize value of products & messaging Maximize value of customers Usability, conversion rates & engagement!
  5. 5. © 2007 Unica Corporation 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
  6. 6. • 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
  7. 7. © 2007 Unica Corporation 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
  8. 8. © 2007 Unica Corporation 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 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
  9. 9. • Do measure overall contribution of RIAs • Do measure feature level contribution & usability of RIAs Web Analytics & Internet Marketing Solutions
  10. 10. © 2007 Unica Corporation Measure RIA Overall Contribution Customer Application Market March 1, 2007 – March 31, 2007
  11. 11. © 2007 Unica Corporation Measure RIA Feature Usage And Effectiveness March 1, 2007 – March 31, 2007 Customer Application Market
  12. 12. © 2007 Unica Corporation Event Streams Help Improve RIA Effectiveness March 1, 2007 – March 31, 2007 Customer Application Market
  13. 13. • Do measure community, commerce & engagement Web Analytics & Internet Marketing Solutions
  14. 14. © 2007 Unica Corporation Measure Community, Commerce, & Engagement March 1, 2007 – March 31, 2007
  15. 15. • Do measure to learn about market & demand • Do capture social intelligence Web Analytics & Internet Marketing Solutions
  16. 16. © 2007 Unica Corporation Web Analytics As An Insight Machine March 1, 2007 – March 31, 2007 Customer Application Market
  17. 17. • Do measure to serve individual customers Web Analytics & Internet Marketing Solutions
  18. 18. © 2007 Unica Corporation 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
  19. 19. © 2007 Unica Corporation Action: Automate 1:1 Communication Visit RangeVisit Range Reviewed LCDReviewed LCD Weighted HighWeighted High Rated LowRated Low Purchased NewPurchased New PermissionsPermissions Customer LTVCustomer LTV PermissionsPermissions Send leads to telemarketingSend leads to telemarketing for high-value prospectsfor high-value prospects Cross-Channel Analysis and Execution Cameras are us Customer Application Market
  20. 20. © 2007 Unica Corporation Pre-Integrated Marketing Suite for InternetPre-Integrated Marketing Suite for Internet & Enterprise Marketers& Enterprise Marketers 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 NetInsight for Web Analytics
  21. 21. • Don’t ignore offline effects of online activity Web Analytics & Internet Marketing Solutions
  22. 22. © 2007 Unica Corporation Online Prospects Can Be Beamed to Earth Online … Thank you! Offline!
  23. 23. © 2007 Unica Corporation Internet Influenced Offline Purchases Are Increasingly Significant Source: JupiterResearch, 11/06 Online & Online-Influenced Retail Sales ($Billions) %TotalRetailSales
  24. 24. © 2007 Unica Corporation Thank you! Meet Your Online Prospects on Earth Online … • What is the flow over? • What online messages / ideas increase flow? • Which search keywords / ads are best at triggering offline conversions? Offline!
  25. 25. © 2007 Unica Corporation 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” 113505 Tracking Code 32938A 10% Off Display & retrieve customer codes Your VIP ID: 1278123
  26. 26. © 2007 Unica Corporation 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 Meet An Individual Online Prospect on Earth
  27. 27. © 2007 Unica Corporation 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
  28. 28. © 2007 Unica Corporation 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! View web session Web Analytics Step 3: Entice identification in stores offline Step 2b: Prioritize offline treatment
  29. 29. © 2007 Unica Corporation 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
  30. 30. © 2007 Unica Corporation Freebies: Recipe Cards for Web Analytics For Visitor  Attraction  Conversion  Retention Measuring  Pay-per-click  Organic Search  Campaigns  Site Layout
  31. 31. © 2007 Unica Corporation Freebies: Web 2.0 Case Study For Visitor  Attraction  Conversion  Retention Measuring  Pay-per-click  Organic Search  Campaigns  Site Layout
  32. 32. © 2007 Unica Corporation Unica Customers: Diverse Successful Marketers Financial Services Health/InsuranceTelecom Travel Retail/Catalog Other Industries Publishing
  33. 33. © 2007 Unica Corporation Q & A? InternetMarketing@Unica.com • Web Analytics Solutions • Internet Marketing Solutions • Enterprise Marketing Solutions

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