This document discusses making sales and marketing tools smarter through connecting them with web analytics data. It provides examples of how CRM, SEM, email, CMS, display advertising and social media tools could be improved by integrating web analytics data on metrics like pageviews, visits and conversions. Developers can access this data through APIs and web services to automatically fetch leads, optimize campaigns, and gain insights from how website behavior links to tool performance. Connecting tools in this way reduces manual work and siloed data by enabling a holistic view across the customer experience.

1. Makingsales and marketingtoolssmarterwithwebanalytics Pekka Koskinen, Snoobi 30.3.2011

3. Customerssaythatwebanalytics is important, butdifficult and timeconsuming

4. Customersarenotinterested in reports, just benefits

5. Web analyticsprovides data to optimisewebsite, marketing and gettingleads

6. Customershavemanysystemsthatarenotconnected to eachother

7. Lots of manualwork

9. CRM powered by web analytics Salesteam Salesmanager Web analytics Visitors

10. CRM poweredbywebanalytics

12. How to connect? – usersperspective Log in: Salesforcefetcheswebleadsautomaticallyeveryday

15. subscriberlevel data

16. Feedback aboutcampaignperformance

18. Concentrate on mostimportantpages

20. Usingbehaviour, pageviews per visit, clickpaths and visitscoring in addition to impressions, CTR and conversions

22. Withwebanalyticsconnected, weseewhichpostsgeneratetraffic and conversions

23. feedback aboutwhat’sworking

24. HootSuitehas GA and FB connectivity

26. Behind the scenes – developersperspective Enablingconnectivity:APIs Web service for developersto access data Buzzwords: REST, XML, OAuth

27. Doyouwantyourapplicationbecomesmarterwithwebanalytics? Contact: Pekka.Koskinen@snoobi.com +358 40 590 5670 Thankyou!