Web Analytics The Soul of Digital Accountability
|
|
- Kathlyn Berry
- 8 years ago
- Views:
Transcription
1 WEB ANALYTICS Web Analytics The Soul of Digital Accountability By: Parmjeet Kaur, Manager Marketing Strategy & Analysis and Deepak Jain, Manager Marketing Strategy & Analysis Today, a majority of enterprises are under invested in analyzing data flowing from digital channels. Even when enterprises have invested enough money for measurement technology, they usually fail to apply commensurate resources and effort to make the tools work for their business. Instead, most organizations focus too much on generating reports and too little on producing true insights and recommendations, opting for what is easy, not for what is valuable. When most people think of analytics, the first thought that often comes to mind is a data-dump of numbers, overloads of information that add more to confusion than to elucidation. Ask yourself: Are you measuring your success and improving? Do you know why people leave your website? Do you know your customer satisfaction scores? Are you targeting the right audience? Senior management, sales and marketing, and customer service teams all need answers to these questions all of which can be answered through Web Analytics. So what is Web Analytics? In its simplest form, it can be defined as one of the ways to help hone and transform online experiences to help accomplish organizational goals. Web Analytics is the science and adeptness that leads to drive change for websites to increase their profitability by cultivating a customer s online experience. It is science because it uses statistics, data mining techniques, and a methodological process. It is an art because the analyst has to draw from various pallets of data sources to find the impeccable synthesis that will yield actionable insights. Avinash Kaushik This paper describes an imminent change in the digital world, and how Web Analytics plays a vital role in successful contributions to an organization. We comprehend this not because we believe there is anything erroneous with today s Web Analytics functions, but because we believe Web Analytics should play a bigger role in business decision making in the future.
2 THE CORE OF CROSS-CHANNEL ACTIVITIES For many organizations, the web is a common element of the marketing mix, and as such, decision makers cannot afford to miss the opportunity to use Web Analytics to close the gaps between cross-channel marketing strategies. Web Analytics is one of the most critical sources of activity because of: Widespread espousal. The dispersion of Web Analytics is extremely broad and companies have Web Analytics abilities in place to gather the requisite baseline data. While Forrester s data indicates that 73% of businesses are using Web Analytics tools or are evaluating them in a pilot program, revenue has been hard to come by. Providers of free tools take up 78% of the market share, and even when businesses are paying for analytics, 37% of them are only doing so in addition to a free offering. Faster turn-around. Activities on the web are executed in quick time spans; campaigns are often completed in days or even hours, at the speed of light when compared with traditional media cycles. The ability to gather real time data and analyze it quickly allows for testing and iterative improvements that few channels can rival. Delivered information to a variety of stakeholders. Web Analytics reports and dashboards can be distributed to the entire marketing team in numerous formats that are appropriate for varying types of audiences, creating a consistent view of activity and a foundational set of data for action. Substantial qualitative and quantitative data. Websites deliver granular customer data on a large scale to support significant samples of specific behavior and outcomes. This data includes a cross-section of known customers as well as anonymous visitors who can be analyzed and used to support specific intelligence objectives such as segmentation, re-marketing, and behavioral targeting. Useful links to other channels and activities. Just as a website serves as a hub for customers multi-channel activity, Web Analytics provides the ability to measure and attribute business results to other cross-channel marketing programs.
3 ACTION: BEYOND DATA PRESENTATION At the heart of every analysis is data. At the same time, no analysis is complete if it does not have actionable recommendations to improve business performance. Analysis is not magic and it needs a deep business understanding blended with analytical skills. Most organizations implement good tools and measurement strategies, but when it comes to reaping business benefits from analytics, they end up with data reporting or a less-than-insightful presentation. Often, the data presentation is misinterpreted as an analysis and that is where the real value is lost. When there is an action based upon data, and that action is supplemented with a potential business value (related to revenue), that is where actual ROI of analytics is measured. To understand the impact of analytics in decision-making, take an example of ecommerce KPIs (Key Performance Indicators) to track conversion rates. Most sites have a 2% conversion, but what about other 98%? How many potential customers did not convert? Why were they dropping off? Was the wrong audience targeted? If you get answers to your questions, your conversion will improve. In addition, decide if those potential customers can be retargeted through s, future offers, or a new marketing strategy based on data. Let us now look at the phases of the Web Analytics lifecycle. Web Analytics Lifecycle Analytics is a continuously evolving process where the data and analysis define future strategies and goals. This does not stop with one cycle. KEY PERFORMANCE INDICATORS AND THEIR ROLE IN WEB ANALYTICS Key Performance Indicators are quantifiable measurements, agreed upon beforehand, that reflect the critical success factors of an organization. For Web Analytics to be carried in the right direction, the key is to identify and map the right KPIs as per your business objectives. Here are key steps to identify correct KPIs.
4 Business Objectives Mapped To KPIs Lead Generation Website Commerce Website Content/ Media Website Service Website Conversion Rates Visit Value Average Selling Price Sourcewise % drop offs Sample KPIs by Industry These are just a few KPIs, and the challenge is to not get lost in the options available. It s crucial to select the right ones. Otherwise, KPIs won t do any good. For instance, with a lead generation website, the main goal is to get new leads. In this case, conversion rates, cost per lead, single access ratio, and traffic concentration KPIs may be good options. In comparison, a commerce website, where the focus is on the purchase, may benefit from visit value and average selling price KPIs. Mapping too many KPIs might give you lots of data with no insights or recommended actions. On the other hand, a selection of the right KPIs can result in actions that lead to continuous improvements and met business and organizational objectives.
5 A VALUE-DRIVEN APPROACH Today, little correlation exists between Web Analytics spend and business benefit, a problem exacerbated by the technology-heavy approach taken towards site measurement. As business managers are increasingly pressured to optimize the value of their web investments, they will be forced to adopt more flexible tool sets and sounder analytical methodologies. A Web Analytics Demystified survey found that 25% of the companies who are tracking ROI from Web Analytics report a zero or even a negative return on their investment. What s worse is that a full 75% of web analysts are working for companies where the return on investment from Web Analytics is either not being tracked (54%) or is not widely known (21%). The Value-Driven Approach helps assess the impact of the outcomes of the analysis and findings driven by Web Analytics. If the outcomes are coupled with potential value in respect to benefits, this can compel an action. In order to implement this approach, businesses must have a revenue model in place to compute the potential value of driving change. Below is a proposed approach: Value-Driven Analytics Value is a direct function of Cost, Revenue, and Net Promotor Score*, which Web Analytics focuses on to help Increase sales Increase campaign effectiveness Improve user experience Increase self-service and drive down costs Key benefits of this approach include Enforcing action when coupled with monetary value Helping justify the investment on the Web Analytics activities and team Helping assess the contribution of Web Analytics towards an organization s financial bottom line Enhanced reliability in data: 1. Increased trust in Web Analytics, if implemented value is close to recommended value 2. Confidence in the decision taken, if implemented value is close to targeted value (target set by business themselves against their decisions) * Net Promotor Score (NPS) - A gauge of customer satisfaction
6 TRENDS FOR 2012 The business of measuring web activity has come a long way since its modest early stages. It s now technologically advanced enough to provide a fine-grain picture of what s going on at and around the site. There is more competition in the market of Web Analytics providers, which includes not only large players but also companies that specialize in custom solutions for online brands. The driving force behind the development of Web Analytics as a business area has been the rise of online business will be an eventful year for the Web Analytics industry. It will continue to try to catch up with an expanding online ecosystem that endures a growing variety of businesses. Here are key trends to watch. 1. It s not just about the website anymore. We now also have mobile, social networks, and tablets to name a few. While the web is a common thread in the marketing mix, today s emerging channels mean that we need to find a way to bridge the gap with this broad technology and be capable of measuring the success across all these channels. 2. Web acumen is applied beyond site-level. Web Analytics will be spread across different data sources and campaigns, which will be used to build multi-channel marketing initiatives, including CRM, the Enterprise Data Warehouse, and customer databases, as well as marketing laboratory initiatives (including A/B testing, multi-variate testing, and behavioral targeting) all feeding data in a forward approach. 3. Real-time data and analysis will require faster adaptation. Online companies want to react more quickly to what is going on with their web strategy. It will be more important than ever to keep adjusting to customer needs and improving to stay ahead of competition. More employees will be dedicated to monitoring the effects of online activities and implementing changes before it s too late. That s why real-time Web Analytics will play an increasingly important role and service providers will have to develop solutions to make it more useful for users. 4. It s time to move toward performance-based metrics. Web businesses will continue to put pressure on Web Analytics providers to deliver not only more actionable metrics, but also metrics that give a better view of performance. Web Analytics providers will continue to develop models to deliver more than just response or engagement data. 5. Increased focus on predictive modeling and forecasting. In an era where digital marketing spend is to the tunes of tens of millions (if not more), for many companies, CMO s and other digital decision makers are increasingly curious to understand what the future holds for them from an ROI perspective. This has spurred an increased flurry of activity and investment around finding the appropriate models to predict future performance and provide businesses with the ability to forecast the impact of moving marketing dollars across various channels to achieve the optimum mix. Some of the leading web analytics vendors are well into the game and on track to launch predictive modeling tools, which aim to shield users from the statistical complexity that such an approach would warrant. When we get out of the data puking business and realize that we need to solve business problems, we can finally embrace business-centric, structured approaches like using the Web Analytics Value-Driven Approach. We are starting to look forward to testing and optimization as a way of life. Yes, it is not easy to deal with, but then again, making a huge investment to benefit the bottom line never is.
7 KEY CHALLENGES There are some key themes that limit Web Analytics success. 1. Data is a commodity. Web Analytics is just the tool. The potential benefits of Web Analytics include improved marketing effectiveness, elevated customer satisfaction, and new revenue opportunities. The allure of these benefits has not escaped the masses as businesses across the globe increase their reliance on the web and online channels. But many adopters of Web Analytics technologies under-use their tools, fail to recognize ROI, or simply don t apply the data. 2. A deep action abyss renders Web Analytics inert. Four years ago, Forrester research identified three chasms that organizations must cross to mature their use of Web Analytics: the investment chasm, the staffing chasm, and the action chasm. While the investment chasm has been minimized by free Web Analytics tools introduced to the market, the staffing and action chasms have grown. The human resources required for analyzing data and converting information into necessary business actions are still severely lacking. 3. Industry growth is inhibited by increasingly complex challenges. The Web Analytics action chasm is only one part of the story. As marketers gain maturity in their use of Web Analytics tools, the challenges grow increasingly complex. For instance, many marketers tell us that they struggle to uncover the insight within their Web Analytics data and keep pace with new measurement challenges. 4. It s hard to co-relate implemented value with recommended value. This is true especially when a lot of changes are made at the same time or when organizations take longer to implement suggested changes. 5. Privacy issues when using cookies pose a problem. Due to changes in the law concerning cookies, it is now illegal to set most cookies on websites, which suggests almost all Web Analytics can t be used without breaking the law. CONCLUSION Web Analytics is all about understanding the current business state and continuously exploring new avenues with tools, creativity, and best practices, including the use of Data and analytics processes to drive future decisions Small repetitive steps Continuous evolution instead of complete website relaunches Constant testing and experimentation Strategic KPIs for accountability Tactical KPIs as guidelines for single or local approaches This cycle is one that shouldn t be implemented once. It needs to be redefined and updated on a regular basis to make sure the right results are reaped from Web Analytics solutions. Growth will emerge from unexpected places as the value proposition of Web Analytics technology wavers for sophisticated users and becomes more welcoming for new entrants. Ultimately, Web Analytics will become part of a broader array of integrated services supporting marketers.
8 Existing expertise will not be squandered. The future success of Web Analytics is dependent upon experts who translate raw data into insight. Despite a necessary evolution toward automated action based on data like targeting and testing, expert analysts are required to make correlations and bridge the action chasm with logic. Democratization of data is impending. Organizations that succeed with Web Analytics build data-driven strategies and create a corporate appetite for data. For some, data becomes an addictive drug because it can demonstrate success, predict outcomes, and establish business cases for new endeavors. Optimization technologies are the next paradigm. As maturity with Web Analytics grows, sophisticated marketers will use data and customer intelligence to establish ecology for marketing optimization. With Web Analytics data as the foundation, marketers will formulate automated presentation methods that deliver relevant content and messaging to consumers in a dynamic fashion. REFERENCES: 1. Forrester Research What Does The Web Analytics Industry Want To Be When It Grows Up? 2. Forrester Research The Forrester Wave : Web Analytics, Q econsultancy Report Online Measurement and Strategy Report Web Analytics Demystified / Next Stage Global Measuring the Immeasurable Visitor Engagement ABOUT THE Authors Deepak Jain is working as Manager Marketing Strategy & Analysis, having five years of experience within interactive marketing, Web Analytics, and campaign measurement. He is currently working for Vodafone UK as a part of their Web Analytics team. Earlier, he was part of the Experience Marketing team working with the Miami team for clients such as Citibank, RBC, and Wal-Mart, and managed the measurement team out of India. Deepak Jain Parmjeet Kaur is working as Manager Marketing Strategy & Analysis with experience in Web Analytics, campaign management, data mining, and Adobe Omniture governance. She is an Adobe certified professional with Omniture Implementation as well as Omniture Site Catalyst. She has successfully defined and implemented processes for client engagements in GDD model. She is currently leading the Vodafone UK offshore engagement for their Web Analytics solution. Parmjeet Kaur
4.5% 2014 Digital Marketing Optimization Survey results > 4.5% Top lessons learned from the leaders
2014 Digital Marketing Optimization Survey results Top lessons learned from the leaders Table of contents 1: Introduction 2: Five lessons from the top 20% #1: They test to make decisions 3: #2: They put
More informationSolving the Challenge of Lead Management Automation
WHITE PAPER Solving the Challenge of Lead Management Automation How We Did It and What We Learned Table of Contents Background... 1 Business Challenges... 2 Adapting to Digital Marketing... 2 Developing
More informationMulti-channel Marketing
RIGHT TIME REVENUE OPTIMIZATION How To Get Started RIGHT TIME REVENUE OPTIMIZATION How To Get Started Summary: The Short List Here s our suggested short list from this paper: Multi-channel marketing is
More informationHow Big Data is Transforming Marketing into a Strategic Function
How Big Data is Transforming Marketing into a Strategic Function The challenges are equal only to the opportunities. Savvy companies that capitalize on big data and change the way they sell can earn more
More informationDigital Analytics Checkup:
Digital Analytics Checkup: How to evaluate the impact of your web analytics data A Digital Marketing Depot White Paper Executive Summary Marketing organizations are being inundated with a greater volume,
More information5 Ways Marketing Automation Provides Job Security for Marketers
Marketers About This White Paper Expectations for business-to-business ( B2B ) organizations to measure return on marketing investments and to justify marketing decisions have never been greater. New marketing
More informationWeb Analytics and the Importance of a Multi-Modal Approach to Metrics
Web Analytics Strategy Prepared By: Title: Prepared By: Web Analytics Strategy Unilytics Corporation Date Created: March 22, 2010 Last Updated: May 3, 2010 P a g e i Table of Contents Web Analytics Strategy...
More informationThe Essential CMO Guide to an Agile B2B Marketing Plan
The Essential CMO Guide to an Agile B2B Marketing Plan Executive Brief 7600 N. Capital of Texas Hwy Bldg C, Ste 250, Austin, TX 78731 877.402.9199 Fax: 512.652.2558 Executive Brief The Essential CMO Guide
More informationAgenda Overview for Social Marketing, 2015
G00270737 Agenda Overview for Social Marketing, 2015 Published: 19 December 2014 Analyst(s): Julie Hopkins Social marketing programs are maturing; executives increasingly expect ROI to follow social marketing
More informationIBM Enterprise Marketing Management (EMM) and Unica overview
IBM EMM IBM Enterprise Marketing Management (EMM) and Unica overview IBM Enterprise Marketing Management Our EMM Offerings IBM s Enterprise Marketing Management solutions offer proven web and customer
More informationTargeting. 5 Tenets. of Modern Marketing
5 Tenets of Modern Marketing Targeting The foundation of any effective Modern Marketing effort is to ensure you have a clear and accurate picture of your potential customers. Without the proper strategies
More informationKey Indicators: An Early Warning System for Multichannel Campaign Management
Cognizant 20-20 Insights Key Indicators: An Early Warning System for Multichannel Campaign Management For pharmaceuticals companies, a careful analysis of both leading and lagging indicators for multichannel
More informationAccenture Business Intelligence for Fashion and Luxury. Creating a Differentiated Customer Experience for Long-term Brand Loyalty
Accenture Business Intelligence for Fashion and Luxury Creating a Differentiated Customer Experience for Long-term Brand Loyalty Fashion is inherently an ever-changing industry. Customer preferences fluctuate
More informationPresented By: Web Analytics 101. Avoid Common Mistakes and Learn Best Practices. June 2012. Lubabah Bakht, CEO, Vitizo
Presented By: Web Analytics 101 Avoid Common Mistakes and Learn Best Practices June 2012 Lubabah Bakht, CEO, Vitizo Web Analytics 101, Lubabah Bakht, June 2012 This 12-page whitepaper provides a deep understanding
More informationa Host Analytics and Cervello primer
The Marriage of Business Intelligence and Corporate Performance Management a Host Analytics and Cervello primer Making faster and smarter business decisions by establishing a prepared mind for your organization
More informationSocial Business Intelligence For Retail Industry
Actionable Social Intelligence SOCIAL BUSINESS INTELLIGENCE FOR RETAIL INDUSTRY Leverage Voice of Customers, Competitors, and Competitor s Customers to Drive ROI Abstract Conversations on social media
More informationIntroduction. External Document 2015 Infosys Limited
Digital Building deeper consumer relationships through experience contextualization and personalization, analytics for insights-driven action, and digital program execution for superior ROI. Introduction
More informationA critical or decisive time on which much depends; a crucial moment.
Marketing Platform A critical or decisive time on which much depends; a crucial moment. Call it what you will, but in the old days marketers had time to build up to this moment, whether it was a purchase
More informationInfinity Buyerlytics System Multichannel Customer Care Solutions
Infinity Buyerlytics System Multichannel Customer Care Solutions Where are you at today? Are all your customer efforts metrics driven? Primary Drivers of Sales Campaign ROI: Return on Investment Factor
More informationAgenda Overview for Digital Commerce, 2015
G00270685 Agenda Overview for Digital Commerce, 2015 Published: 18 December 2014 Analyst(s): Jennifer Polk Marketing is making a greater impact on, and taking more responsibility for, digital commerce.
More information4How Marketing Leaders Can Take Control of Data for Better
Steps to Achieve Better Marketing Results 4How Marketing Leaders Can Take Control of Data for Better Marketing Performance and Customer Interactions As a marketing leader, you rely heavily on data to inform
More informationCRM as a Service. For Customers in the Cloud
CRM as a Service For Customers in the Cloud Customer Relationship Management Our mission: to help our customer identify, define, design and deliver the best CRM strategy, in terms of For our Customer with
More informationHow To Meet Customer Expectations On Mobile
IBM Software Industry Solutions Meeting the expectations of the mobile customer Strategies for offering a consistent customer experience across channels Meeting the expectations of the mobile customer
More informationYes Lifecycle Marketing A Holistic Approach to Marketing
Yes Lifecycle Marketing A Holistic Approach to Marketing In the age of the customer-managed relationship, marketers must deliver relevant, targeted communication strategies to their customers at scale
More informationHow To Listen To Social Media
WHITE PAPER Turning Insight Into Action The Journey to Social Media Intelligence Turning Insight Into Action The Journey to Social Media Intelligence From Data to Decisions Social media generates an enormous
More informationAdobe Campaign Touchpoint Marketing Guide
Adobe Campaign Touchpoint Marketing Guide Touchpoint Marketing Guide Table of contents 3 Introduction to touchpoint marketing 5 The art and science of inspiring the customer 6 The science of acquiring
More informationThe optimization maturity model
The optimization maturity model Know where you are so you can move forward Table of contents 1 Digital optimization 2 Optimization maturity model 2 Five levels of optimization maturity 5 Benefits of becoming
More informationMarketing Automation 2.0 Closing the Marketing and Sales Gap with a Next-Generation Collaborative Platform
Marketing Automation 2.0 Closing the Marketing and Sales Gap with a Next-Generation Collaborative Platform 4 Contents 1 Executive Summary 2 Defining Marketing Automation 2.0 3 Marketing Automation 1.0:
More informationIntelligent call tracking ties it all together. Call Tracking Simplified
Intelligent call tracking ties it all together Call Tracking Simplified Research indicates that an astounding 63 percent of people complete their purchase offline following their search activity. (ComScore
More informationJustifying Marketing Automation and Pilot Program
Introduction Marketing automation - is the name given to software platforms designed for marketing departments and organizations to simplify processes by automating repetitive tasks. Marketing departments
More informationMARTECH. Transforming Marketing through Technology
MARTECH Transforming Marketing through Technology Foreword Welcome to our point of view on the amplifying role of technology in the marketing function and the current standing and future potential play
More informationSetting smar ter sales per formance management goals
IBM Software Business Analytics Sales performance management Setting smar ter sales per formance management goals Use dedicated SPM solutions with analytics capabilities to improve sales performance 2
More informationApplying Social Media Measurement to the Sales Funnel
02 Sales By: Nichole Kelly - Social Media Measurement Coach In Partnership with HootSuite - Social Media Dashboard Review of Core Measurement Philosophies As we learned in the first section of this document,
More informationUsing Predictive Analytics To Drive Workforce Optimization. New Insights From Big Data Analysis Uncover Key Drivers of Workforce Profitability
Using Predictive Analytics To Drive Workforce Optimization New Insights From Big Data Analysis Uncover Key Drivers of Workforce Profitability Using Predictive Analytics To Drive Workforce Optimization
More informationMerging Web Analytics with Email Marketing to Increase Performance
Merging Web Analytics with Email Marketing to Increase Performance Moderator: David Baker, VP Email Solutions, Avenue A Razorfish Panelists: Bill Nussey, CEO, Silverpop Jay Kulkarni, CEO, Theorem Margie
More informationWhy Traditional ESPs Aren t Cutting It for Email Marketers Results of an Adobe Study Conducted Across DMA Members
Why Traditional ESPs Aren t Cutting It for Email Marketers Results of an Adobe Study Conducted Across DMA Members Why Traditional ESPs Aren t Cutting It for Email Marketers Table of contents 3 Email marketing
More informationAgenda Overview for Marketing Management, 2015
G00270720 Agenda Overview for Marketing Management, 2015 Published: 18 December 2014 Analyst(s): Richard Fouts Increased participation in strategic business decisions and an evolving organization put new
More informationebook The Essential Guide to Content Personalization: the Science That Drives It and How to Start Using It Written by Asaf Rothem @asaf_rothem
ebook The Essential Guide to Content Personalization: the Science That Drives It and How to Start Using It Written by Asaf Rothem @asaf_rothem Page 2 Table of Contents Executive Summary 3 The Challenge:
More informationCOPYRIGHT 2012 VERTICURL WHITEPAPER: TOP MISTAKES TO AVOID WHEN BUILDING A DEMAND CENTER
COPYRIGHT 2012 VERTICURL WHITEPAPER: TOP MISTAKES TO AVOID WHEN BUILDING A DEMAND CENTER For many B2B organizations, building a demand center is a no-brainer. Learn how to ensure you re successful by avoiding
More informationThe Era Of Intimate Customer Decisioning Is At Hand
A Forrester Consulting Thought Leadership Paper Commissioned By FICO Decisions Based On An Informed, Intimate, And Immediate Understanding Of Customers Are the Next Normal January 2013 Table Of Contents
More informationThe Total Economic Impact Of SAS Customer Intelligence Solutions Real-Time Decision Manager
A Forrester Total Economic Impact Study Commissioned By SAS Project Director: Dean Davison May 2014 The Total Economic Impact Of SAS Customer Intelligence Solutions Real-Time Decision Manager Table Of
More informationThe Challenge of Digital Analytics & Intelligence. Giovanni Lorenzoni, CEO Seville, 22/09/2015
The Challenge of Digital Analytics & Intelligence Giovanni Lorenzoni, CEO Seville, 22/09/2015 BitBang Overview Digital Analytics, Digital Intelligence, Customer Intelligence, Advanced Analytics, Optimization
More informationHow Predictive Marketing Analytics Boosts B2B Business Performance
A Forrester Consulting Thought Leadership Paper Commissioned By EverString December 2015 How Predictive Marketing Analytics Boosts B2B Business Performance Table Of Contents Executive Summary... 1 Marketing
More informationPPC Automation 2014: The ROI of Paid Search Automation
PPC Automation 2014: The ROI of Paid Search Automation A Digital Marketing Depot Whitepaper Executive Summary: Paid search is the lynchpin for a robust digital marketing strategy and can enable brands
More informationINTRODUCING RETAIL INTELLIGENCE
INTRODUCING RETAIL GET READY FOR THE NEXT WAVE OF ANALYTICS IN RETAIL By: Dan Theirl Rubikloud Technologies Inc. www.rubikloud.com Prepared by: Laura Leslie Neil Laing Tiffany Hsiao WHAT IS RETAIL? Retail
More informationIt s about you What is performance analysis/business intelligence analytics? What is the role of the Performance Analyst?
Performance Analyst It s about you Are you able to manipulate large volumes of data and identify the most critical information for decision making? Can you derive future trends from past performance? If
More informationWinning with BIG DATA Drive Marketing ROI across all Channels & Campaigns
Winning with BIG DATA Drive Marketing ROI across all Channels & Campaigns @tkahlow @BOLoptimized Why Big Data? Why now? /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
More informationFive Strategies to Build a Successful Email Marketing Campaign
Five Strategies to Build a Successful Email Marketing Campaign David Daniels, CEO & Co-Founder - The Relevancy Group, LLC Christopher Nash, Senior Business Optimization Consultant Sitecore Reminders for
More informationData Driven Marketing
Data Driven Marketing B2B MARKETING AUTOMATION BENCHMARKS FIND. NURTURE. CONVERT. The most challenging obstacles to B2B Marketing Automation success and how marketers will overcome them in the year ahead.
More informationLeveraging Network and Vulnerability metrics Using RedSeal
SOLUTION BRIEF Transforming IT Security Management Via Outcome-Oriented Metrics Leveraging Network and Vulnerability metrics Using RedSeal november 2011 WHITE PAPER RedSeal Networks, Inc. 3965 Freedom
More informationYESMAIL INTERACTIVE Helping you get to YES with your customers
YESMAIL INTERACTIVE Helping you get to YES with your customers This is the age of empowered consumers who are in charge of their relationships with brands. To accommodate the evolving nature of B2C marketing,
More informationBuy versus Build Considerations for Clients Purchasing CLO Dashboard
Buy versus Build Considerations for Clients Purchasing CLO Dashboard Prepared by Zeroed-In Technologies for use by clients evaluating CLO Dashboard against their internal development of similar executive
More informationDeepening the Customer Relationship with Social Media:
Social Media March 2015 Thought Leadership Whitepaper Deepening the Customer Relationship with Social Media: A Sutherland Perspective Page left intentionally blank Sutherland Global Services Social Media
More informationMoving from Data to Business Insights
David Nelson February 2013 Moving from Data to Business Insights Structuring a Digital Analytics Team for Improved Insight Generation Executive Summary For years, the digital analytics community has hoped
More informationMay 27, 2009 US Web Analytics Forecast, 2008 To 2014. by John Lovett for Direct Marketing Professionals. Making Leaders Successful Every Day
May 27, 2009 US Web Analytics Forecast, 2008 To 2014 by John Lovett for Direct Marketing Professionals Making Leaders Successful Every Day Includes a market sizing forecast May 27, 2009 US Web Analytics
More informationWHITEPAPER. Analytics in CRM. Insights to Action
WHITEPAPER Analytics in CRM Insights to Action CONTENT 1. INTRODUCTION 1.1 Abstract 1.2 Purpose 1.4 Methodology 2. EXPECTATIONS AND CHALLENGES 2.1 Customer expectations 2.2 Customer Insights 2.3 Opportunities
More informationCustomer effectiveness
www.pwc.com/sap Customer effectiveness PwC SAP Consulting Services Advance your ability to win, keep and deepen relationships with your customers. Are your customers satisfied? How do you know? Five leading
More informationElevate Customer Experience and Engagement in the New Digital World
Elevate Customer Experience and Engagement in the New Digital World John Chan CRM Solutions Lead, Microsoft Business Solutions Microsoft Asia Customer buying behavior has fundamentally changed therefore,
More informationIBM Coremetrics Web Analytics
IBM Coremetrics Web Analytics Analytics to power digital marketing optimization and execution Highlights Real-time Key Performance Indicators (KPIs) suitable for marketers from finance, retail, content
More informationA 7-Step Analytics Reporting Framework
A 7-Step Analytics Reporting Framework By Feras Alhlou, Principal Marketing Consultant 2 Marketing Optimization Imagine that you just attended a conference on digital marketing and analytics. You re pumped
More informationDriving Outstanding Post-Implementation Performance with Optimisation Services Transform Your Business With Salmon Ecommerce Services
Driving Outstanding Post-Implementation Performance with Optimisation Services Transform Your Business With Salmon Ecommerce Services www.salmon.com 1 DRIVING OUTSTANDING ECOMMERCE PERFORMANCE Over 25
More informationAdvertising Automation SOFTWARE OVERVIEW
Advertising Automation SOFTWARE OVERVIEW Nanigans powers the world s most successful in-house advertising teams. Automate your customer acquisition and remarketing campaigns using Nanigans, with programmatic
More informationSymantec Global Intelligence Network 2.0 Architecture: Staying Ahead of the Evolving Threat Landscape
WHITE PAPER: SYMANTEC GLOBAL INTELLIGENCE NETWORK 2.0.... ARCHITECTURE.................................... Symantec Global Intelligence Network 2.0 Architecture: Staying Ahead of the Evolving Threat Who
More informationIncrease success using business intelligence solutions
white paper Business Intelligence Increase success using business intelligence solutions Business intelligence (BI) is playing an increasingly important role in helping large insurance carriers and insurers
More informationData Empowered Utilities
Data Empowered Utilities Data analytics: Empowering utilities to solve today s problems while building tomorrow s business Author: Thomas Zimmermann, CEO Smart Grid Services, Smart Grid Division, Siemens
More informationCreating the customer experience
Creating the customer experience INSIGHT. EXECUTION. ADVANTAGE. Customer experience outsourcing that transforms business performance 3 Your customer management future 5 The Webhelp difference 8 Services
More informationDelivering a Superior Customer Experience
An excerpt from the 2013 Customer Experience Management Guide Delivering a Superior Customer Experience IT S IMPORTANT TO EMPOWER YOUR AGENTS TO DO THE RIGHT THING FOR THE CUSTOMER. THEY ARE, AFTER ALL,
More informationIBM Coremetrics Web Analytics
IBM Coremetrics Web Analytics Analytics to power digital marketing optimization and execution Highlights Real-time Key Performance Indicators (KPIs) suitable for marketers from finance, retail, content
More informationOmnichannel Strategy Adoption At Tipping Point, Marketers Share Action Plans
Omnichannel Strategy Adoption At Tipping Point, Marketers Share Action Plans By Karlene Lukovitz Industry Report by Exclusive Sponsor Introduction Marketers are keenly aware of the tremendous potential
More informationWhite Paper: the Case for CRM
White Paper: the Case for CRM Jack Wagnon Principal Consultant Ctel3 Marketing Technologies, LLC May 5, 2013 Table of Contents Environmental assessment... 2 CRM defined... 3 The value of database marketing...
More informationThe 2014 State of Enterprise Social Marketing Report
The 2014 State of Enterprise Social Marketing Report Results from Q1 2014 Commissioned study conducted by Forrester Consulting on behalf of Spredfast. Executive Summary In Q1 of 2014, Spredfast commissioned
More informationA Comparison of Media Sources for Mobile App User Acquisition
Labs Report A Comparison of Media Sources for Mobile App User Acquisition Spoiler Alert: Advantage Facebook Introduction It is widely recognized that the launch of Facebook s mobile app ads has raised
More informationMARKETING AUTOMATION SEMINAR 7.3.2013 BERTRAND MAUGAIN. ez Systems
MARKETING AUTOMATION SEMINAR 7.3.2013 BERTRAND MAUGAIN ez Systems ez Marketing Automation Increasing Revenue Performance ez helps optimizing digital experiences When content management meets Marketing
More informationMeasuring How. with Your Brand: Brand Engagement Monitor. A Database Marketing Agency
Measuring How Consumers Interact with Your Brand: Brand Engagement Monitor M er kl e Tho u g ht L eader s hip S e r i e s A Database Marketing Agency Executive Summary: Marketers face a challenging new
More informationThe Data Management Platform Unleashed
Accenture Interactive Point of View Series The Data Management Platform Unleashed From untapped potential to customer relevance at scale Like Lightning in a Bottle Are you getting full power from your
More information5 KEYS TO CREATING AWESOME CONTENT FOR SOCIAL CAMPAIGNS
5 KEYS TO CREATING AWESOME CONTENT FOR SOCIAL CAMPAIGNS PRESENTED BY Satisfying the consumer s need for useful content requires an authentic, organic, and dedicated voice that leverages the reputations
More informationGet your businesses going in the right direction with a targeted list of permission based emails. Don t get into spam. Get into their hearts.
EMAIL MARKETING Get your businesses going in the right direction with a targeted list of permission based emails. Don t get into spam. Get into their hearts. PERMISSION SEGMENTATION SUCCESS We all are
More informationHow Top B2B Companies Use CRM and Email to Drive Sales and Serve Customers. Joel Book Principal, emarketing Research & Education ExactTarget, Inc.
24/7 CRM How Top B2B Companies Use CRM and Email to Drive Sales and Serve Customers Joel Book Principal, emarketing Research & Education ExactTarget, Inc. Key Insights: Real time customer insights and
More informationMODERN MARKETER S GUIDE TO B2B LIFECYCLE MARKETING Chapter 2: Lead Generation
MODERN MARKETER S GUIDE TO B2B LIFECYCLE MARKETING Chapter 2: Lead Generation Chapter 2: Lead Generation - overview Introduction...3 The Modern Marketer...4 Lead Generation basics...5 Modern Marketing
More informationRight Time Revenue Optimization
More Revenue, Faster Right Time Revenue Optimization More Revenue, Faster Summary: The Short List Here s our suggested short list from this paper: What is right time revenue optimization? It s marketing
More informationWHITEPAPER. Creating and Deploying Predictive Strategies that Drive Customer Value in Marketing, Sales and Risk
WHITEPAPER Creating and Deploying Predictive Strategies that Drive Customer Value in Marketing, Sales and Risk Overview Angoss is helping its clients achieve significant revenue growth and measurable return
More informationSocial Media Strategy
Marketing Strategy and Performance Benchmarks Social Media Strategy Research Summary Report Ascend2 Research Conducted in Partnership with Leading Marketing Solution Providers Social Media Strategy Research
More informationSocial Media. Measuring the ROI of. Optimize. Discover. Measure
Measuring the ROI of Social Media With the rise in popularity of various social networking sites, it s clear that social media is an integral piece of a successful marketing mix; however, it has always
More informationIntegrated Social and Enterprise Data = Enhanced Analytics
ORACLE WHITE PAPER, DECEMBER 2013 THE VALUE OF SOCIAL DATA Integrated Social and Enterprise Data = Enhanced Analytics #SocData CONTENTS Executive Summary 3 The Value of Enterprise-Specific Social Data
More informationLessons learned. From Silos to Social- Blended Multichannel Customer Experiences. A Seven Step Roadmap for Success. Created Exclusively for
From Silos to Social- Blended Multichannel Customer Experiences A Seven Step Roadmap for Success Created Exclusively for Table of Contents Introduction... 3 Doing Social Customer Service Well in Seven
More informationAll statistics mentioned in this report were taken from the 2014 survey unless otherwise noted.
About this Report In May 2014, Bizo, in association with Oracle Marketing Cloud, surveyed more than 500 business executives about their companies lead nurturing challenges and strategies. The survey revealed
More informationFebruary 16th, 2012 Prague. Smarter Commerce. Robert Mahr. Leader Smarter Commerce CEE & RCIS
February 16th, 2012 Prague Smarter Commerce Robert Mahr Leader Smarter Commerce CEE & RCIS Complex Fuzzy Interlocked Powerful! The Smarter Consumer is more instrumented Instrumented 36% more consumers
More informationEmpowering the Digital Marketer With Big Data Visualization
Conclusions Paper Empowering the Digital Marketer With Big Data Visualization Insights from the DMA Annual Conference Preview Webinar Series Big Digital Data, Visualization and Answering the Question:
More informationState of Marketing Measurement Survey Report
2014 State of Marketing Measurement Survey Report 1 Foreword Welcome to the Ifbyphone 2014 State of Marketing Measurement Survey report. Since we last published our trends on the fast-evolving marketing
More informationIBM Global Business Services Microsoft Dynamics CRM solutions from IBM
IBM Global Business Services Microsoft Dynamics CRM solutions from IBM Power your productivity 2 Microsoft Dynamics CRM solutions from IBM Highlights Win more deals by spending more time on selling and
More informationWWW.WIPRO.COM. LEAP AHEAD FROM INSIGHT TO FORESIGHT Consumer & Retail Insights
WWW.WIPRO.COM LEAP AHEAD FROM INSIGHT TO FORESIGHT Consumer & Retail Insights WIPRO CONSUMER GOODS DO BUSINESS BETTER PROVIDING MARKETERS WITH THE BEST-IN-CLASS PLATFORM TO DEPLOY DIGITAL MARKETING CAPABILITIES
More informationData analytics Delivering intelligence in the moment
www.pwc.co.uk Data analytics Delivering intelligence in the moment January 2014 Our point of view Extracting insight from an organisation s data and applying it to business decisions has long been a necessary
More informationMarketing 101 for MSPs: Marketing Automation
WHITE PAPER OCTOBER 2014 Marketing 101 for MSPs: Marketing Automation Strategies for Boosting Leads and Sales 2 WHITE PAPER: MARKETING 101 FOR MSPS: MARKETING AUTOMATION ca.com Table of Contents Introduction:
More informationReal time feedback simple way to Customer Experience Management
Real time feedback simple way to Customer Experience Management Zbigniew Nowicki Customer Experience Management Key facts about opiniac.com platform 2 opiniac.com a short story Web analytics offers you
More informationLionShare knows the Landscape
LionShare knows the Landscape LionShare has a long-standing commitment to the health care industry. For more than 20 years we have partnered with hospitals and health systems across the country to make
More informationRedefining Measurement from Awareness to Conversion. Smart Market: Vol. 4 Data-Driven Marketing, Demystified
Smart Market: Vol. 4 Data-Driven Marketing, Demystified Redefining Measurement from Awareness to Conversion PROGRAMMATIC MARKETING & THE NEW CUSTOMER JOURNEY In today s multiscreen world, the odds that
More information4 ecommerce challenges solved using analytics
4 ecommerce challenges solved using analytics 4 ecommerce challenges solved using analytics Contents ONE Customer Journey Attribution TWO Valuable Customer Marketing THREE User Flow Analysis (Registration
More informationAssessing Your Business Analytics Initiatives
Assessing Your Business Analytics Initiatives Eight Metrics That Matter WHITE PAPER SAS White Paper Table of Contents Introduction.... 1 The Metrics... 1 Business Analytics Benchmark Study.... 3 Overall
More informationData Governance. Unlocking Value and Controlling Risk. Data Governance. www.mindyourprivacy.com
Data Governance Unlocking Value and Controlling Risk 1 White Paper Data Governance Table of contents Introduction... 3 Data Governance Program Goals in light of Privacy... 4 Data Governance Program Pillars...
More information