Scl Analytics Presentation For E Consultancy Supplier Showcase 2007


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SCL Analytics vendor presentation from E-Consultancy supplier showcase 2007 presenting Unica Affinium NetInsight.

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Scl Analytics Presentation For E Consultancy Supplier Showcase 2007

  1. 1. Advanced Web Analytics Turning Insight into Action Matt Hopkins Technical Account Manager SCL Analytics [email_address] Tel: +44 (0)1293 403636
  2. 2. SCL Analytics and Unica <ul><li>SCL Analytics </li></ul><ul><ul><li>UK, Eire, Scandinavia and Benelux partner for Unica (Unica Affinium NetInsight) </li></ul></ul><ul><ul><li>Expertise in delivery of web analytics, training and consultancy </li></ul></ul><ul><li>Unica </li></ul><ul><ul><li>Established leader in Enterprise Marketing Management (EMM) </li></ul></ul><ul><ul><li>Top rankings by industry analysts </li></ul></ul><ul><ul><li>Operations in North America, Europe , Asia , and Australia </li></ul></ul><ul><ul><li>Strong financial performance </li></ul></ul><ul><ul><li>NASDAQ listed company </li></ul></ul><ul><ul><li>Profitable, revenue growth 30 - 40 % Yr/Yr over past 5 years </li></ul></ul><ul><ul><li>500 Enterprise class customers </li></ul></ul><ul><ul><li>1000s of additional web analytics customers </li></ul></ul>
  3. 3. Typical Business Requirements 1. Acquire Prospects 2. Engage & Convert Prospects 4. Build Loyalty & Wallet Share 3. Service & Satisfy Clients Sample Clients <ul><li>Online </li></ul><ul><ul><li>Increase traffic & clickthroughs </li></ul></ul><ul><ul><li>Optimize advertising </li></ul></ul><ul><ul><li>Optimize PPC & organic </li></ul></ul><ul><ul><li>Optimize organic ranking </li></ul></ul><ul><li>Online & Offline </li></ul><ul><ul><li>Optimize offline ads & effects </li></ul></ul><ul><ul><li>Target by demographics etc. </li></ul></ul><ul><li>Online </li></ul><ul><ul><li>Optimize ad landing pages </li></ul></ul><ul><ul><li>Inform & engage with content </li></ul></ul><ul><ul><li>Optimize site ads </li></ul></ul><ul><ul><li>Minimize drop-outs & errors </li></ul></ul><ul><ul><li>Maximize registrations </li></ul></ul><ul><li>Online & Offline </li></ul><ul><ul><li>Multi-channel conversion progr. </li></ul></ul><ul><li>Online </li></ul><ul><ul><li>Learn about aggregate demand </li></ul></ul><ul><ul><li>Learn about individual customers </li></ul></ul><ul><ul><li>Detect cross-sales opportunities </li></ul></ul><ul><ul><li>Detect and prevent attrition </li></ul></ul><ul><li>Online & Offline </li></ul><ul><ul><li>Engage in timely, relevant 1:1 dialog across web, e-mail, call-center, and offline channels </li></ul></ul><ul><li>Online </li></ul><ul><ul><li>Optimize usability </li></ul></ul><ul><ul><li>Optimize site search </li></ul></ul><ul><ul><li>Optimize navigation </li></ul></ul><ul><ul><li>Reduce # of clicks to content </li></ul></ul><ul><li>Online & Offline </li></ul><ul><ul><li>Maximize self-service success to minimize call-center calls </li></ul></ul><ul><ul><li>Provide consistent experience </li></ul></ul>
  4. 4. Unique Value For Online Customers: “Insight to Results” Sample Reports <ul><li>Campaign KPIs & Reports </li></ul><ul><ul><li>Unique visitors by ad </li></ul></ul><ul><ul><li>Conversion rates </li></ul></ul><ul><ul><li>Value / ROI </li></ul></ul><ul><ul><li>Geo analysis </li></ul></ul><ul><li>Drive Results </li></ul><ul><ul><li>Marketing Resource Mgmt. </li></ul></ul><ul><ul><li>Ad Campaign Management </li></ul></ul><ul><li>Conversion KPIs & Reports </li></ul><ul><ul><li>Overlay heat maps </li></ul></ul><ul><ul><li>Scenario funnel visualizations </li></ul></ul><ul><ul><li>Click path visualizations </li></ul></ul><ul><ul><li>Troubleshooting </li></ul></ul><ul><li>Drive Results </li></ul><ul><ul><li>Real time site advertising </li></ul></ul><ul><ul><li>Re-marketing e-mails, etc. </li></ul></ul><ul><li>Relationship KPIs & Reports </li></ul><ul><ul><li>Life time value reporting </li></ul></ul><ul><ul><li>Segment click behaviour by customer segments </li></ul></ul><ul><li>Drive Results </li></ul><ul><ul><li>Detect changes in patterns </li></ul></ul><ul><ul><li>Provide next-best offers using click and offline customer data </li></ul></ul><ul><ul><li>Closed loop x-channel analysis </li></ul></ul><ul><li>Services KPIs & Reports </li></ul><ul><ul><li>Self-service registration funnels </li></ul></ul><ul><ul><li>Site search reporting </li></ul></ul><ul><ul><li>Path-between reporting </li></ul></ul><ul><ul><li>Content utilization </li></ul></ul><ul><li>Drive Results </li></ul><ul><ul><li>Execute channel migration marketing programs </li></ul></ul>1. Acquire Prospects 2. Engage & Convert Prospects 4. Build Loyalty & Wallet Share 3. Service & Satisfy Clients
  5. 5. Unique Characteristics of Unica Affinium NetInsight <ul><li>Flexible </li></ul><ul><ul><li>Adaptable for any tracking needs </li></ul></ul><ul><ul><ul><li>On-premise and/or on-demand </li></ul></ul></ul><ul><ul><ul><li>Log files, page tags or both </li></ul></ul></ul><ul><li>Open </li></ul><ul><ul><li>Integrate online, offline and customer data </li></ul></ul><ul><ul><li>Integrate with external data sources </li></ul></ul><ul><ul><ul><li>CRM, BI, EDW </li></ul></ul></ul><ul><li>Instant Insight </li></ul><ul><ul><li>Easy to use/Navigate </li></ul></ul><ul><ul><li>Easy to create new reports & custom KPIs </li></ul></ul><ul><li>Action: Turning insight into results! </li></ul>
  6. 6. Flexibility
  7. 7. Flexible: No Need to Choose Between On-Demand or On-Premise! NetInsight On-Demand Both are 100% compatible Switch at any time with all your data & reports! NetInsight On-Premise <ul><li>Start immediately </li></ul><ul><li>Remove dependence on IT </li></ul><ul><li>Pay monthly, no capital expenses </li></ul><ul><li>Keep your data on-premise </li></ul><ul><li>Integrate into BI & CRM more easily & more reliably </li></ul><ul><li>Leverage your own staff </li></ul><ul><li>Pay one-time or yearly </li></ul>
  8. 8. <ul><li>Standard Package </li></ul>Flexible: NetInsight Options All Standard & Custom Reports ? Unlimited Ad-hoc Reports Unlimited Users & Roles Data Warehouse Initial Startup & Training Dedicated Account Manager Customer Support Optional Add-Ons World Class Security Data Integrations Data Feeds Assistance Best Practices 1:1 Marketing K-Base & Forums Regular Webcasts
  9. 9. Flexible: Deployment & Technology On-premise or SaaS Compatible so customers can switch with all data etc. Proxy,etc Intranet Extranet Any type of Web sites Internet Any # of clustered servers Any content mgmt. system Any type of UI Overlay UI, Drag & drop Marketing UI, BI templates E-mail alerts Any analytics server Any OS Any RDBMS Open schema Any number of visitors (or any amount of Web site traffic) Scales using MySQL, Microsoft SQL Server, Oracle, DB2, or Netezza database Any data collection Use logs or tags or hybrids for data collection Use 1 st party cookies or user names or hybrids JS Optimize Robots & Spiders
  10. 10. Flexible: Hybrid Data Collection Aborted downloads or page views Un-trapped HTML errors Pages missing a page tag Visitor lacking JavaScript e.g. wireless browser, where <noscript> tags fail Search engine robots/spiders indexing pages Visitors clicking to next page before page has fully loaded Visitors and page views missed by pure page tagging Page views and events missed by pure logs analysis Page views of a static HTML page that was cached, e.g. browser’s back button <ul><li>On-page events, e.g. </li></ul><ul><ul><li>Add to cart </li></ul></ul><ul><ul><li>Remove from cart </li></ul></ul><ul><ul><li>Scroll down </li></ul></ul><ul><ul><li>Change a specific field on form </li></ul></ul><ul><ul><li>Selection in a drop-down box </li></ul></ul><ul><ul><li>Screen resolution </li></ul></ul>Page views on remotely hosted portions of site, if logs cannot be obtained Augmented log file includes log records and tag records PDFs downloaded directly from Google
  11. 11. Flexible: Data Collection With Event Tagging (Web 2.0) <ul><li>Think of events vs. page views </li></ul><ul><li>Tag relevant events with Unica’s Event Tagging functionality </li></ul><ul><li>Choose right Event Tagging language for the right job: </li></ul><ul><ul><li>Flash/Flex Apps/Movies: ActionScript Event Tagging </li></ul></ul><ul><ul><li>AJAX, DHTML Applications: JavaScript Event Tagging </li></ul></ul><ul><ul><li>Your blog postings on others’ blogs: Pixel Event Tagging </li></ul></ul>Digital Snap Shooter X2020 LCD Display Read Feature Reviews Rate Feature Tag dragging & dropping , zooming, panning, etc. Tag selections, actions, blogging
  12. 12. Open
  13. 13. Open: Integrate with the Enterprise Web Analytics Content Mgmt: Versions, 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
  14. 14. Open: Gaining Insight Into Your Marketplace Combine with products and parts catalog database Capture interest in products and configurations from dynamic Web site content usage Analyze which configurations are popular together Parts catalog Correlate Web traffic with historical product purchases; forecast next month’s demand
  15. 15. Open: ROI Reporting
  16. 16. Insight
  17. 17. Insight: Which Of Your Pages Contribute to Converting Visitors?
  18. 18. Insight: How Do Different Visitor Segments Browse The Site Differently? Women Men
  19. 19. Insight: Which Rich Internet Application Features Are Used Vs. Ignored?
  20. 20. Insight: How Do Visitors Navigate the RIA? Are There Bottlenecks?
  21. 21. Insight: Target the Right Visitors
  22. 22. Insight: Do Visitors Complete Scenario Processes? Drill to exit pages
  23. 23. Action
  24. 24. Action: Switch into A/B Analysis Mode
  25. 25. Action: Paid Visitors Were Thrown Off By Our Online Form
  26. 26. Action: Typical Scenario Clickthrough, then Drop-Out
  27. 27. Action: Jumping to Conclusions… <ul><li>That keyword isn’t working for me </li></ul><ul><li>I can blast out an e-mail with a 20% discount offer? </li></ul><ul><li>No!! </li></ul><ul><li>Some of the online users have actually booked by phone … and they booked for full price </li></ul><ul><li>Only send the offer to users who haven’t booked </li></ul>
  28. 28. Action: Systems Can Close the Loop Between Online & Offline Customers 1. Registered customer goes to web site but drops out 2. Call-Center or POS registers booking Contact / Response History 3. ROI Analytics & Action Common customer ID Relevant email or real time offer
  29. 29. Top Features in Affinium NetInsight <ul><li>Top-level </li></ul><ul><ul><li>Platforms: Netezza, Oracle, MS SQL Server, DB2, MySQL, Linux, Windows, Unix </li></ul></ul><ul><ul><li>Real time reporting </li></ul></ul><ul><ul><li>Integration with external data sources e.g. CRM, BI, CMS, Ecommerce and Marketing Systems </li></ul></ul><ul><li>User interfaces </li></ul><ul><ul><li>Next generation, drag & drop, enterprise marketing UI </li></ul></ul><ul><ul><li>Overlay UI – Differentiated with live, “drill-anywhere” data </li></ul></ul><ul><li>Reporting </li></ul><ul><ul><li>Visual Exploration of KPIs </li></ul></ul><ul><ul><ul><li>Drag & Drop </li></ul></ul></ul><ul><ul><ul><li>Drill-Anywhere TM </li></ul></ul></ul><ul><ul><ul><li>Trend-Anything TM </li></ul></ul></ul><ul><ul><li>Interactive Visualizations </li></ul></ul><ul><ul><ul><li>Paths, funnels, geo maps </li></ul></ul></ul><ul><ul><li>Incorporate registered user data with extendable business data dimensions </li></ul></ul>
  30. 30. Any Questions? Matt Hopkins Technical Account Manager SCL Analytics [email_address] Tel: +44 (0)1293 403636 Turning Insight into Action