Shaping Online Browsers into Offline Buyers

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Shaping Online Browsers into Offline Buyers

  1. 1. Shaping Online Browsers into Offline Buyers Jennifer Wilson, WebTrends and Chris Kuelbs, Polaris jennifer.wilson@webtrends.com Chris.Kuelbs@polarisind.com
  2. 2. Agenda WebTrends and Polaris partnership Polaris’ approach to changing their business Results of Polaris’ efforts Q&A
  3. 3. WebTrends and Polaris Partnership What brought us together WebTrends products being leveraged Analytics – Marketing Warehouse – Visitor Intelligence – Score – Ad Director –
  4. 4. Chris Kuelbs Lead Project Manager, Web Applications Polaris Industries, Inc Chris.Kuelbs@PolarisInd.com Engage Text powered by
  5. 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. 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. 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. 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. 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. 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. 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. 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
  13. 13. Q&A

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