logging in or signing up ppt 46 Maria Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 206 Category: Entertainment License: All Rights Reserved Like it (0) Dislike it (0) Added: February 14, 2008 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Top 5 Do’s and Don’ts for Measuring Web 2.0: 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 The Opportunity for Marketers from Web 2.0: The Opportunity for Marketers from Web 2.0 But Rather: Build brand through amplifying your customers’ voices Offer unique values through consumer intelligence Create better user experiences through RIA Not Spam 2.0! Slide 3: Do Web Analytics! Don’t Just Measure to Improve Usability and Conversion Rates! Web Analytics & Internet Marketing Solutions How Do I Love Measuring with Web 2.0? Let Me Count the Ways: 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! Case Study: Product Review & Participation Site: 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 Click and drag to rotate Comment on this feature Upload photos taken with this model Invite friends to share Slide 6: Do think of measurement from the beginning of your project Don’t think of page views Don’t use log files for RIAs Web Analytics & Internet Marketing Solutions 2.0 Event Tagging : 2.0 Event Tagging Tag relevant events with event tagging functionality Choose the right event tagging language for the job: Flash/Flex Apps/Movies: ActionScript tag AJAX, DHTML, your blog: JavaScript tag Your blog postings on others’ blogs: Pixel tag Digital Snap Shooter X2020 LCD Display Click and drag to rotate Comment on this feature Upload photos taken with this model Invite friends to share When Page Views Won’t Cut It Business Goals Of A Web 2.0 Application: Business Goals Of A Web 2.0 Application Drive Traffic Attract more visitors Create viral buzz Encourage repeat visits Drive Revenue Convert visitors to buyers Upsell and cross-sell Build Brand Create customer relationships Get direct feedback from customers/prospects Slide 9: Do measure overall contributionof RIAs Do measure feature level contribution & usability of RIAs Web Analytics & Internet Marketing Solutions Measure RIA Overall Contribution: Measure RIA OverallContribution March 1, 2007 – March 31, 2007 Measure RIA Feature Usage And Effectiveness: Measure RIA FeatureUsage And Effectiveness March 1, 2007 – March 31, 2007 Event Streams Help Improve RIA Effectiveness: Event Streams HelpImprove RIA Effectiveness Slide 13: Do measure community, commerce & engagement Web Analytics & Internet Marketing Solutions Measure Community, Commerce, & Engagement : Measure Community,Commerce, & Engagement Slide 15: Do measure to learn about market & demand Do capture social intelligence Web Analytics & Internet Marketing Solutions Web Analytics As An Insight Machine: Web Analytics As AnInsight Machine Slide 17: Do measure to serve individual customers Web Analytics & Internet Marketing Solutions Relationship Marketing: 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 Action: Automate 1:1 Communication : Action: Automate 1:1 Communication Visit Range Reviewed LCD Weighted High Rated Low Purchased New Permissions Customer LTV Permissions Pre-Integrated Marketing Suite for Internet & Enterprise Marketers: Pre-Integrated Marketing Suite for Internet & Enterprise Marketers NetInsight for Web Analytics Slide 21: Don’t ignore offline effects of online activity Web Analytics & Internet Marketing Solutions Online Prospects Can Be Beamed to Earth : Online Prospects Can Be Beamed to Earth Online … Internet Influenced Offline Purchases Are Increasingly Significant: Internet Influenced Offline Purchases Are Increasingly Significant Source: JupiterResearch, 11/06 Online & Online-Influenced Retail Sales ($Billions) % Total Retail Sales Meet Your Online Prospects on Earth : Thank you! Meet Your Online Prospects on Earth Online … What is the flow over? What online messages / ideas increase flow? Which search keywords / ads are best at triggering offline conversions? Offline! How Can You Measure Lift in Offline Activity Triggered By Online Marketing?: 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 Meet An Individual Online Prospect on Earth : Online … Thank you! Offline! Who continued offline? Did he/she purchase? If yes, what and how much ($$$)? If not, why not? ( re-market) 1:1 Meet An Individual Online Prospect on Earth How Can You Measure Individuals’ Offline Conversions Triggered By Online Marketing?: 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 How Can You Measure Individuals’ Offline Browsing Triggered By Online Marketing?: 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 offlinetreatment Freebies: Recipe Cards for Online-Offline Fusion Marketing: Freebies: Recipe Cards for Online-Offline Fusion Marketing Part 1, Fusion Metrics Online Lift Offline Lift 1:1 Online Conversions 1:1 Offline Conversions Actionable Marketing Profiles Freebies: Recipe Cards for Web Analytics: Freebies: Recipe Cards for Web Analytics For Visitor Attraction Conversion Retention Measuring Pay-per-click Organic Search Campaigns Site Layout Freebies: Web 2.0 Case Study: Freebies: Web 2.0 Case Study For Visitor Attraction Conversion Retention Measuring Pay-per-click Organic Search Campaigns Site Layout Unica Customers: Diverse Successful Marketers: Unica Customers: Diverse Successful Marketers Slide 33: Q & A? InternetMarketing@Unica.com Web Analytics Solutions Internet Marketing Solutions Enterprise Marketing Solutions You do not have the permission to view this presentation. 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ppt 46 Maria Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 206 Category: Entertainment License: All Rights Reserved Like it (0) Dislike it (0) Added: February 14, 2008 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Top 5 Do’s and Don’ts for Measuring Web 2.0: 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 The Opportunity for Marketers from Web 2.0: The Opportunity for Marketers from Web 2.0 But Rather: Build brand through amplifying your customers’ voices Offer unique values through consumer intelligence Create better user experiences through RIA Not Spam 2.0! Slide 3: Do Web Analytics! Don’t Just Measure to Improve Usability and Conversion Rates! Web Analytics & Internet Marketing Solutions How Do I Love Measuring with Web 2.0? Let Me Count the Ways: 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! Case Study: Product Review & Participation Site: 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 Click and drag to rotate Comment on this feature Upload photos taken with this model Invite friends to share Slide 6: Do think of measurement from the beginning of your project Don’t think of page views Don’t use log files for RIAs Web Analytics & Internet Marketing Solutions 2.0 Event Tagging : 2.0 Event Tagging Tag relevant events with event tagging functionality Choose the right event tagging language for the job: Flash/Flex Apps/Movies: ActionScript tag AJAX, DHTML, your blog: JavaScript tag Your blog postings on others’ blogs: Pixel tag Digital Snap Shooter X2020 LCD Display Click and drag to rotate Comment on this feature Upload photos taken with this model Invite friends to share When Page Views Won’t Cut It Business Goals Of A Web 2.0 Application: Business Goals Of A Web 2.0 Application Drive Traffic Attract more visitors Create viral buzz Encourage repeat visits Drive Revenue Convert visitors to buyers Upsell and cross-sell Build Brand Create customer relationships Get direct feedback from customers/prospects Slide 9: Do measure overall contributionof RIAs Do measure feature level contribution & usability of RIAs Web Analytics & Internet Marketing Solutions Measure RIA Overall Contribution: Measure RIA OverallContribution March 1, 2007 – March 31, 2007 Measure RIA Feature Usage And Effectiveness: Measure RIA FeatureUsage And Effectiveness March 1, 2007 – March 31, 2007 Event Streams Help Improve RIA Effectiveness: Event Streams HelpImprove RIA Effectiveness Slide 13: Do measure community, commerce & engagement Web Analytics & Internet Marketing Solutions Measure Community, Commerce, & Engagement : Measure Community,Commerce, & Engagement Slide 15: Do measure to learn about market & demand Do capture social intelligence Web Analytics & Internet Marketing Solutions Web Analytics As An Insight Machine: Web Analytics As AnInsight Machine Slide 17: Do measure to serve individual customers Web Analytics & Internet Marketing Solutions Relationship Marketing: 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 Action: Automate 1:1 Communication : Action: Automate 1:1 Communication Visit Range Reviewed LCD Weighted High Rated Low Purchased New Permissions Customer LTV Permissions Pre-Integrated Marketing Suite for Internet & Enterprise Marketers: Pre-Integrated Marketing Suite for Internet & Enterprise Marketers NetInsight for Web Analytics Slide 21: Don’t ignore offline effects of online activity Web Analytics & Internet Marketing Solutions Online Prospects Can Be Beamed to Earth : Online Prospects Can Be Beamed to Earth Online … Internet Influenced Offline Purchases Are Increasingly Significant: Internet Influenced Offline Purchases Are Increasingly Significant Source: JupiterResearch, 11/06 Online & Online-Influenced Retail Sales ($Billions) % Total Retail Sales Meet Your Online Prospects on Earth : Thank you! Meet Your Online Prospects on Earth Online … What is the flow over? What online messages / ideas increase flow? Which search keywords / ads are best at triggering offline conversions? Offline! How Can You Measure Lift in Offline Activity Triggered By Online Marketing?: 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 Meet An Individual Online Prospect on Earth : Online … Thank you! Offline! Who continued offline? Did he/she purchase? If yes, what and how much ($$$)? If not, why not? ( re-market) 1:1 Meet An Individual Online Prospect on Earth How Can You Measure Individuals’ Offline Conversions Triggered By Online Marketing?: 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 How Can You Measure Individuals’ Offline Browsing Triggered By Online Marketing?: 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 offlinetreatment Freebies: Recipe Cards for Online-Offline Fusion Marketing: Freebies: Recipe Cards for Online-Offline Fusion Marketing Part 1, Fusion Metrics Online Lift Offline Lift 1:1 Online Conversions 1:1 Offline Conversions Actionable Marketing Profiles Freebies: Recipe Cards for Web Analytics: Freebies: Recipe Cards for Web Analytics For Visitor Attraction Conversion Retention Measuring Pay-per-click Organic Search Campaigns Site Layout Freebies: Web 2.0 Case Study: Freebies: Web 2.0 Case Study For Visitor Attraction Conversion Retention Measuring Pay-per-click Organic Search Campaigns Site Layout Unica Customers: Diverse Successful Marketers: Unica Customers: Diverse Successful Marketers Slide 33: Q & A? InternetMarketing@Unica.com Web Analytics Solutions Internet Marketing Solutions Enterprise Marketing Solutions