Top 5 Do’s and Don’ts  for Measuring Web 2.0 April 18, 2007 Akin Arikan,  Internet Marketing Solutions Group Unica Corpora...
The Opportunity for Marketers from Web 2.0 <ul><li>But Rather: </li></ul><ul><li>Build brand through amplifying your custo...
<ul><li>Do Web Analytics! </li></ul><ul><li>Don’t Just Measure to Improve Usability and Conversion Rates!   </li></ul>Web ...
How Do I Love Measuring with Web 2.0? Let Me Count the Ways Maximize value of application/site Maximize value of products ...
Case Study: Product Review  & Participation Site Mouse-over features to zoom, read reviews, add comments, & rate features ...
<ul><li>Do think of measurement from the beginning of your project </li></ul><ul><li>Don’t think of page views </li></ul><...
2.0 Event Tagging  <ul><li>Tag relevant events with event tagging functionality </li></ul><ul><li>Choose the right event t...
Business Goals Of A Web 2.0 Application <ul><li>Drive Traffic </li></ul><ul><ul><li>Attract more visitors </li></ul></ul><...
<ul><li>Do measure overall contribution of RIAs </li></ul><ul><li>Do measure feature level contribution & usability of RIA...
Measure RIA Overall Contribution March 1, 2007 – March 31, 2007 Customer Application Market
Measure RIA Feature Usage And Effectiveness March 1, 2007 – March 31, 2007 Customer Application Market
Event Streams Help Improve RIA Effectiveness March 1, 2007 – March 31, 2007 Customer Application Market
<ul><li>Do measure community,  commerce & engagement </li></ul>Web Analytics & Internet Marketing Solutions
Measure Community, Commerce, & Engagement  March 1, 2007 – March 31, 2007
<ul><li>Do measure to learn about  market & demand </li></ul><ul><li>Do capture social intelligence </li></ul>Web Analytic...
Web Analytics As An Insight Machine March 1, 2007 – March 31, 2007 Customer Application Market
<ul><li>Do measure to serve individual customers  </li></ul>Web Analytics & Internet Marketing Solutions
Relationship Marketing Reviewed LCD Display Weighted LCD Display high Rated LCD Display low Bought new camera  Reviewed LC...
Action: Automate  1:1 Communication  Visit Range Reviewed LCD Weighted High Rated Low Purchased New Permissions Customer L...
Pre-Integrated Marketing Suite for Internet & Enterprise Marketers NetInsight for Web Analytics Content Management: Approv...
<ul><li>Don’t ignore offline effects of online activity </li></ul>Web Analytics & Internet Marketing Solutions
Online Prospects Can Be  Beamed   to Earth   Online …  Thank you! Offline!
Internet Influenced Offline Purchases Are Increasingly Significant Source: JupiterResearch, 11/06 Online & Online-Influenc...
Meet Your Online Prospects  on Earth   Thank you! Online …  <ul><li>What is the flow over? </li></ul><ul><li>What online m...
How Can You Measure  Lift  in Offline Activity Triggered By Online Marketing? Correlate Trends “ Buy online, pick up in st...
Meet An Individual Online Prospect  on Earth   Online …  Thank you! Offline! <ul><li>Who continued offline? </li></ul><ul>...
How Can You Measure  Individuals’  Offline  Conversions  Triggered By Online Marketing? Thank you! Contact ID: #366282  Di...
How Can You Measure  Individuals’  Offline  Browsing  Triggered By Online Marketing? Step 1: Entice online registration (a...
Freebies: Recipe Cards for Online-Offline Fusion Marketing <ul><li>Part 1, Fusion Metrics </li></ul><ul><ul><li>Online Lif...
Freebies:  Recipe Cards for Web Analytics <ul><li>For Visitor </li></ul><ul><ul><li>Attraction </li></ul></ul><ul><ul><li>...
Freebies: Web 2.0 Case Study <ul><li>For Visitor </li></ul><ul><ul><li>Attraction </li></ul></ul><ul><ul><li>Conversion </...
Unica Customers:  Diverse Successful Marketers Financial Services Health/Insurance Telecom Travel Retail/Catalog Other Ind...
Q & A? [email_address] <ul><li>Web Analytics Solutions </li></ul><ul><li>Internet Marketing Solutions </li></ul><ul><li>En...
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Top 5 Dos and Don'ts for Measuring Web 2.0

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Top 5 Dos and Don'ts for Measuring Web 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. The Opportunity for Marketers from Web 2.0 <ul><li>But Rather: </li></ul><ul><li>Build brand through amplifying your customers’ voices </li></ul><ul><li>Offer unique values through consumer intelligence </li></ul><ul><li>Create better user experiences through RIA </li></ul>Not Spam 2.0!
  3. 3. <ul><li>Do Web Analytics! </li></ul><ul><li>Don’t Just Measure to Improve Usability and Conversion Rates! </li></ul>Web Analytics & Internet Marketing Solutions
  4. 4. How Do I Love Measuring with Web 2.0? Let Me Count the Ways Maximize value of application/site Maximize value of products & messaging Maximize value of customers Usability, conversion rates & engagement ! Optimize Web 2.0 Applications Relationship Marketing Build Actionable Profile Market Insight Capture Consumer Intelligence
  5. 5. 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 <ul><li>Click and drag to rotate </li></ul><ul><li>Comment on this feature </li></ul><ul><li>Upload photos taken with this model </li></ul><ul><li>Invite friends to share </li></ul>
  6. 6. <ul><li>Do think of measurement from the beginning of your project </li></ul><ul><li>Don’t think of page views </li></ul><ul><li>Don’t use log files for RIAs </li></ul>Web Analytics & Internet Marketing Solutions
  7. 7. 2.0 Event Tagging <ul><li>Tag relevant events with event tagging functionality </li></ul><ul><li>Choose the right event tagging language for the job: </li></ul><ul><ul><li>Flash/Flex Apps/Movies: ActionScript tag </li></ul></ul><ul><ul><li>AJAX, DHTML, your blog: JavaScript tag </li></ul></ul><ul><ul><li>Your blog postings on others’ blogs: Pixel tag </li></ul></ul>Digital Snap Shooter X2020 LCD Display <ul><li>Click and drag to rotate </li></ul><ul><li>Comment on this feature </li></ul><ul><li>Upload photos taken with this model </li></ul><ul><li>Invite friends to share </li></ul>When Page Views Won’t Cut It
  8. 8. Business Goals Of A Web 2.0 Application <ul><li>Drive Traffic </li></ul><ul><ul><li>Attract more visitors </li></ul></ul><ul><ul><li>Create viral buzz </li></ul></ul><ul><ul><li>Encourage repeat visits </li></ul></ul><ul><li>Drive Revenue </li></ul><ul><ul><li>Convert visitors to buyers </li></ul></ul><ul><ul><li>Upsell and cross-sell </li></ul></ul><ul><li>Build Brand </li></ul><ul><ul><li>Create customer relationships </li></ul></ul><ul><ul><li>Get direct feedback from </li></ul></ul><ul><ul><li>customers/prospects </li></ul></ul>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
  9. 9. <ul><li>Do measure overall contribution of RIAs </li></ul><ul><li>Do measure feature level contribution & usability of RIAs </li></ul>Web Analytics & Internet Marketing Solutions
  10. 10. Measure RIA Overall Contribution March 1, 2007 – March 31, 2007 Customer Application Market
  11. 11. Measure RIA Feature Usage And Effectiveness March 1, 2007 – March 31, 2007 Customer Application Market
  12. 12. Event Streams Help Improve RIA Effectiveness March 1, 2007 – March 31, 2007 Customer Application Market
  13. 13. <ul><li>Do measure community, commerce & engagement </li></ul>Web Analytics & Internet Marketing Solutions
  14. 14. Measure Community, Commerce, & Engagement March 1, 2007 – March 31, 2007
  15. 15. <ul><li>Do measure to learn about market & demand </li></ul><ul><li>Do capture social intelligence </li></ul>Web Analytics & Internet Marketing Solutions
  16. 16. Web Analytics As An Insight Machine March 1, 2007 – March 31, 2007 Customer Application Market
  17. 17. <ul><li>Do measure to serve individual customers </li></ul>Web Analytics & Internet Marketing Solutions
  18. 18. 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. Action: Automate 1:1 Communication Visit Range Reviewed LCD Weighted High Rated Low Purchased New Permissions Customer LTV Permissions Send leads to telemarketing for high-value prospects Cross-Channel Analysis and Execution Cameras are us Customer Application Market
  20. 20. Pre-Integrated Marketing Suite for Internet & Enterprise Marketers NetInsight for Web Analytics 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
  21. 21. <ul><li>Don’t ignore offline effects of online activity </li></ul>Web Analytics & Internet Marketing Solutions
  22. 22. Online Prospects Can Be Beamed to Earth Online … Thank you! Offline!
  23. 23. Internet Influenced Offline Purchases Are Increasingly Significant Source: JupiterResearch, 11/06 Online & Online-Influenced Retail Sales ($Billions) % Total Retail Sales
  24. 24. Meet Your Online Prospects on Earth Thank you! Online … <ul><li>What is the flow over? </li></ul><ul><li>What online messages / ideas increase flow? </li></ul><ul><li>Which search keywords / ads are best at triggering offline conversions? </li></ul>Offline!
  25. 25. 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” 32938A 10% Off Display & retrieve customer codes Your VIP ID: 1278123 113505 Tracking Code
  26. 26. Meet An Individual Online Prospect on Earth Online … Thank you! Offline! <ul><li>Who continued offline? </li></ul><ul><li>Did he/she purchase? </li></ul><ul><li>If yes, what and how much ($$$)? </li></ul><ul><li>If not, why not? (  re-market) </li></ul>1:1
  27. 27. 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. 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! Step 3: Entice identification in stores offline Step 2b: Prioritize offline treatment View web session Web Analytics
  29. 29. Freebies: Recipe Cards for Online-Offline Fusion Marketing <ul><li>Part 1, Fusion Metrics </li></ul><ul><ul><li>Online Lift </li></ul></ul><ul><ul><li>Offline Lift </li></ul></ul><ul><ul><li>1:1 Online Conversions </li></ul></ul><ul><ul><li>1:1 Offline Conversions </li></ul></ul><ul><ul><li>Actionable Marketing Profiles </li></ul></ul>
  30. 30. Freebies: Recipe Cards for Web Analytics <ul><li>For Visitor </li></ul><ul><ul><li>Attraction </li></ul></ul><ul><ul><li>Conversion </li></ul></ul><ul><ul><li>Retention </li></ul></ul><ul><li>Measuring </li></ul><ul><ul><li>Pay-per-click </li></ul></ul><ul><ul><li>Organic Search </li></ul></ul><ul><ul><li>Campaigns </li></ul></ul><ul><ul><li>Site Layout </li></ul></ul>
  31. 31. Freebies: Web 2.0 Case Study <ul><li>For Visitor </li></ul><ul><ul><li>Attraction </li></ul></ul><ul><ul><li>Conversion </li></ul></ul><ul><ul><li>Retention </li></ul></ul><ul><li>Measuring </li></ul><ul><ul><li>Pay-per-click </li></ul></ul><ul><ul><li>Organic Search </li></ul></ul><ul><ul><li>Campaigns </li></ul></ul><ul><ul><li>Site Layout </li></ul></ul>
  32. 32. Unica Customers: Diverse Successful Marketers Financial Services Health/Insurance Telecom Travel Retail/Catalog Other Industries Publishing
  33. 33. Q & A? [email_address] <ul><li>Web Analytics Solutions </li></ul><ul><li>Internet Marketing Solutions </li></ul><ul><li>Enterprise Marketing Solutions </li></ul>

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