This document summarizes research from Aberdeen Group on how companies use web analytics to improve marketing performance. The research found that best-in-class companies use web analytics to: 1) improve targeting of marketing offers by customizing messages based on website visitor personas; 2) gain insights into the effectiveness of specific marketing campaigns and channels; 3) focus on customizing multi-channel marketing activities and measuring the impact of each campaign to improve marketing ROI. Key capabilities for success include testing campaign content effectiveness, using customer behavior data for segmentation and targeting, and gaining executive support for leveraging customer analytics in marketing programs.
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1. This document is the result of primary research performed by Aberdeen Group. Aberdeen Group's methodologies provide for objective fact-based research and
represent the best analysis available at the time of publication. Unless otherwise noted, the entire contents of this publication are copyrighted by Aberdeen Group, Inc.
and may not be reproduced, distributed, archived, or transmitted in any form or by any means without prior written consent by Aberdeen Group, Inc.
January 2012
Web Analytics: Marketing Beyond Online
Customer Data
As the volume of customer-related data (transactional, behavioral and
unstructured) continues to grow, marketing organizations are in danger of
becoming increasingly data-rich, but insight-poor. In July and August 2011,
Aberdeen surveyed 176 organizations regarding their use of analytical tools
and processes in marketing campaigns and programs, with 93 of the
responding businesses indicating that they are actively using web analytics to
support their marketing activities. This Analyst Insight will identify how Best-
in-Class companies among those 93 respondents track, measure and use
online customer data to improve their performance in key indicators of
marketing program success. These metrics include marketing's contribution
to company revenue, and the incremental sales lift resulting from marketing
campaigns and programs. The analysis review key factors that help
businesses move beyond simply collecting customer data through their
websites, to using this information as a strategic lever to help marketing
become a truly data-driven function that has quantifiable impact on company
results.
Business Context
The rising and falling tides of economic instability over the past three years
have left many organizations engaged in fierce competition to survive and
thrive. Aberdeen's Q2 2011 Quarterly Business Review study shows that the
top challenges organizations face in meeting their business goals are
economic conditions (39%) and increased competition (36%). These harsh
realities put marketing at the forefront of the organization's drive to make
the business stand out from its competitors, and to maintain and improve its
financial health.
Table 1: Top Pressures Driving Marketing Agendas
All Analytics Users
Pressure to increase the returns from
marketing spend
52%
Organizational pressure to deliver higher
quality sales leads
51%
Faster response time to customer activities
required for business impact
30%
Source: Aberdeen Group, August 2011
Analyst Insight
Aberdeen’s Insights provide the
analyst perspective of the
research as drawn from an
aggregated view of the research
surveys, interviews, and
data analysis
Aberdeen’s PACE Methodology
Aberdeen applies a methodology
to benchmark research that
evaluates the business Pressures,
Actions, Capabilities, and
Enablers (PACE) that indicate
corporate behavior in specific
business processes:
√ Pressures — external forces
that impact an organization’s
market position,
competitiveness, or business
operations.
√ Actions — the strategic
approaches that an
organization takes in response
to industry pressures.
√ Capabilities — the business
process competencies
(process, organization,
performance and knowledge
management) required to
execute corporate strategy.
√ Enablers — the key
functionality of technology
solutions required to support
the organization’s enabling
business practices.