Boost the utilization of your HCL environment by reevaluating use cases and f...
Shaping Online Browsers into Offline Buyers
1. Shaping Online Browsers into
Offline Buyers
Jennifer Wilson, WebTrends and Chris Kuelbs, Polaris
jennifer.wilson@webtrends.com
Chris.Kuelbs@polarisind.com
2. Agenda
WebTrends and Polaris partnership
Polaris’ approach to changing their business
Results of Polaris’ efforts
Q&A
3. WebTrends and Polaris Partnership
What brought us together
WebTrends products being leveraged
Analytics
–
Marketing Warehouse
–
Visitor Intelligence
–
Score
–
Ad Director
–
4. Chris Kuelbs
Lead Project Manager, Web Applications
Polaris Industries, Inc
Chris.Kuelbs@PolarisInd.com
Engage Text powered by
5. About Polaris
• Annual 2008 sales of $1.9 billion
• Polaris designs, engineers, manufactures and markets all terrain
vehicles (ATVs), including the Polaris RANGER™, snowmobiles and
Victory motorcycles for recreational and utility use.
• Victory motorcycles, established in 1998, represents the first all-new
American made motorcycle from a major company in nearly 60
years.
• Polaris also enhances the riding experience with a complete line of
Pure Polaris apparel, accessories and parts, available at
www.PUREPolaris.com.
• Information about the complete line of Polaris products is available
anytime from the Polaris homepage at www.polarisindustries.com.
6. Our Task:
• Shift our thinking from 1.0 to 2.0
• Use relevant content and one-to-one marketing to capture leads, pull
them down the purchase funnel and deliver to our dealers on the “1
yard line”
• BUILD THE BEST WEBSITE IN THE POWERSPORTS INDUSTRY
7. Our Solution
Analytics Scoring
Reporting KPI’s 1) Life time value
2) Propensity to buy
Leads
Capturing names
Marketing Building profiles
Online/Offline
Advertising &
CRM
Promotions
Dynamic Content
Pull consumers
Relevancy
Website/Email/Direct Mail
Dealer Tools
Promotions
Offers
Backward/forward CRM integration
Higher quality information
Improved prospect ranking system
Targeted Marketing Robust reporting
8. Our Obstacles
• Technologies
• Learning curves
• Some “not quite ready for primetime”
• Silo Mentality in Marketing
• Right hand/left hand
• Lack of common tools and collaboration
• Budget Constraints
• Doubting Thomases
• Staying focused and on task
• Large project, lots of players
• Weak links on team
9. Our Process
• Sell the idea from top down
• CRITICAL to securing funding
• Using “reverse authorization” helps next level down better
understand the importance
• Converge multiple partners (some competing) for brainstorming
• Our two main contracting firms
• Major software provider
• Design begins to take shape
• Engage the end users early and often
• Steering team
10. Our Process (continued)
• Phased Approach
• Phases broken out by major technologies
• Sign-off from business at each applicable phase
• Have a d*mn (darn) good Project Manager
• Follow the SDLC to a “T”
• Stay out of the weeds
• Refocus when needed
• Drive on tasks and costs
11. Our End (and ongoing) Results
• Four major KPIs to track funnel movement:
• Online Engagement
• Lead Engagement
• Web Influence
• Marketing Effectiveness
• Web Applications and Marketing can now:
• Understand what works and what does not
• Adjust campaigns to influence different areas of the funnel
• Maximize our online spend
12. Our End (and ongoing) Results (continued)
Metric 08 YTD 07 YTD Goal
Avg. Cost Per Reg. Visitor Acquired $ 4.85 $ 7.88
Effectiveness
Marketing
Reduction in Avg. CPV
Total Cost $ 1,160,506 $ 1,505,732
Average E-Marketing Cost Per Owner $ 42.17 N/A
Total E-Marketing Cost $ 458,799 $ 795,174
Engagement
Total Visitors 6,452,103 6,206,833
Increase in registered Visitors
Lead
Total Reg. Visitors / Leads 239,416 191,012
% Of Reg. Visitors / Leads 3.7% 3.1%
Total Web Units Influenced 10,879 N/A
% of Reg. Visitors Influenced 4.5% N/A
Web Infuence
Increase % of Total Units Sold
% of Total Units Sold 6.2% N/A
Total Hot Prospects 156,583 N/A
% Hot Prospect Units Influenced 5,901 N/A
% Of Total Units Sold 3.4% N/A
Total Visitors 6,452,103 6,206,833
Online Engagement
% Of Campaign Acquisition 12.5% 5.0%
Tracking funnel movement
Awareness 5,351,394 N/A
Wishing 2,873,548 N/A
Consideration 771,841 N/A
Average Reg. Visitor Score 67.09 N/A