WebTrends & CLM Your partners in maximizing the power of Online Marketing

Transcription

1 WebTrends & CLM Your partners in maximizing the power of Online Marketing Sean Browning, Global Senior Engineer Colby Cavanaugh, International Marketing Manager

2 We re WebTrends WebTrends Analytics customer base is 10,000 strong Global: 300 employees and worldwide partner networks Experienced, proven professional services teams Strong financials and continued profitability Continued investment in consumer-centric insight, open access to data and search optimization World Headquarters in Portland, Oregon

3 Our Mission i To deliver solutions that improve the effectiveness of today s digital marketing team.

4 WebTrends Global Operations EMEA [Europe, Middle East, Africa] North America Asia Pacific, Australia Latin America Worldwide Partner Network [Sao Paulo, Rio di Janeiro, Brazilia, Buenos Aires, Santiago, Stockholm, Melbourne, London, Italy, Germany, France, Beijing, Taiwan, Hong Kong, South Korea, Tokyo, India, Canada]

5 Worldwide Success Americas Europe Asia UNITED STATES DEPT EDUCATION DAI-ICHI MUTUAL LIFE INSURANCE COMPANY

6 Product strategy t Deliver deep insight into your online marketing investments.

7 First Law of Web Analytics: For every action, there is an opportunity for an intelligent reaction. - Jason Burby & Shane Atchison, Actionable Web Analytics

8 Site Optimization

9 Content effectiveness

10 Cross-channel campaign reporting

11 Increase your conversion

12 Now, your website is ready for business.

13 Turning challenges into opportunities How do you determine which marketing programs grow top-line revenue and deliver positive ROI? How do you improve the overall customer experience in order to increase online conversion? How do you increase the lifetime value of customers through better retention and cross-sell opportunities? How do you measure performance of your online initiatives across each division and line of business?

14 Turning challenges into opportunities Optimize marketing performance Increase online conversion Build deeper customer relationships Consistently measure online performance

15 Marketing executive: complete visibility into performance with standardized metrics across all product sites and programs

16 Marketing executive: Receive results via dashboards or scheduled s Evaluate all sites and marketing programs with consistent results

17 Web Producer: focus development efforts and investments on content that keeps visitors engaged and drive response

18 Web Producer: Evaluate page real estate Testt and T d optimize ti i your conversion process Measure easu e flash, as, AJAX J and video content Evaluate navigation paths, exit pages Measure traffic to 3rd party/off-site links

19 Product Line Manager: promote products, content and programs that increase online sales, downloads or registrations

20 Product Line Manager: Evaluate your merchandising mix Identify new opportunities for product promotions Understand the impact of marketing programs on product sales

21 Online Marketing Manager: invest in the most profitable channels and campaigns that increase registrations and drive conversion

22 Online Marketing Manager: Optimize your marketing mix across all online channels Understand which channels, programs and tactics drive the most value Evaluate paid vs organic search performance Evaluate demographic segments

23 Customer Marketing Manager: increase frequency of visits and build lifetime value with your most valuable consumer segments

24 Customer Marketing Manager: Optimize your marketing programs Evaluate behavior and interests of different visitor segments

25 Turn Data into Action Go beyond the reports Perform the analysis Take the appropriate action Monitor the results

26 Leverage your other investments with integration into the Marketing Lab. CRM Marketing Site Search/ Information Access Targeting & Optimization User Experience Search Rich Internet Applications Web Site Monitorin g Content Management Ad Serving Percussio n

27 Evolution of Web Analytics Cu stomer Level D ata Third Generation Customer-centric business intelligence and optimization solutions for sophisticated marketing organizations Second Generation Basic online marketing performance reporting for marketing departments First Generation Basic site activity reporting for IT departments Data Integration

28 Market trends & observations Continued growth in digital ad spending Paid Search Revenue Total (Millions) US $ 11,700 $ 15, $ 19, $ 26, $ 26,800 Global 22,000 30,000 39,000 50,000 59,000 WW TAM (Dynamic Search) 2% $ 440 $ 600 $ 780 $ 1,000 $ 1,180 Estimated 50% from 4% advertisers 880 1,200 spending 1,560 2,000 2,360 6% 1,320 1,800 2,340 3,000 3,540 $50K/month or more,,,,, 22% CAGR Search Revenue Source: JPMorgan estimates, company reports, Nielsen/NetRating, comscore, IDC, IWS, IAB January 2008

29 Web analytics and business intelligence Site operators and analytics clients alike informed JupiterResearch that data integration and the ability to stitch together a holistic view of customers experience were primary areas of concern.

30 Orbitz

31 Orange Handsets Browser Group Shared Service PlatformsLocal Service Platforms 3rd party Platforms Mobile Portals Internet Portals TV Portals AVSP OWL VOD Infusio Akumiitt i Wisp Orange World NeXT Portal TV + wifi TNT on mobile On + Off Portal Multimedia Data Mart (MMDM) Traffic SP Traffic SP/Cust. GWAP GWAP Analytics Traffic Online Traffic O/Cust. Usage on Service Platforms Reporting & Analytics Local BI DWH 360 View on Customer Traffic Reporting & Analytics Local Customer Reporting & Analytics Local Campaign Management System Real Time Targeting Engine Adserver Content Manag. Server Ad Offers Content PORTAL

32 Motorola

33 Marketing integration to conversion Unique multi-level drilldown to compare your vendor results with other campaigns and channels

34 Site Search/ Information Access Get more value from on-site search Analyze visitor searches to reveal opportunities for optimization.

35 Video: maximize engagement

36 AJAX tracking: beyond the page view

37 Flash: track activity and micro-conversions

38 Web Services API for easy integrations Example of a third-party application that uses Yahoo! maps to visualize geographic activity

39 Accurate Visitor Tracking The Market-leading Approach.

40 How Do I Accurately Identify Visitors? The accuracy continuum for unique visitors Least accurate Most accurate IP Address Session cookie Persistent cookie Authentication IP + Agent Session parameter Recommended d best practice Ideal

41 Impacting visitor counts and conversion rates WebTrends Visitor Count Competitive Visitor Count

42 Cross-domain tracking

43 Gain Analytics Insight Faster and Easier Business-user control.

44 Web 2.0: Out-of-the-Box Reports Pre-created custom reports, ready to track your Rich Internet Applications

45 RSS Tracking Requirements?

46 RSS Feed Usage, Requests and Reads!

47 Other Media Types to measure?

48 Flash and Video Tracking needs?

49 Rich Internet Activity (RIA) reporting?

50 Forums and Groups?

51 Consumer Generated Media reports!

52 Web 2.0: Out-of-the-Box Reports Pre-created custom reports, dimensions, measures and parameters

53 Data democratization

54 We improve the effectiveness of today s digital marketer.

55 UNTIL NEXT TIME: Thank you for supporting WebTrends!