From Web Analytics to Engagement Analytics
|
|
- Darrell Rose
- 8 years ago
- Views:
Transcription
1 white paper From Web Analytics to Engagement Analytics
2 Table of Contents Executive Summary 1 Engagement Analytics 2 Measuring Quality with Engagement Value Points 2 Engagement Analytics Examples 5 Overall Marketing Effectiveness 5 Traffic Sources and Marketing Channels 6 Campaign Performance 7 Original Source Attribution 8 Entry Pages 9 Accelerating Marketing Effectiveness with Engagement Analytics 9 About Sitecore 10 Copyright Copyright 2011 Sitecore. All Rights Reserved. Restricted Rights Legend This document may not, in whole or in part, be photocopied, reproduced, translated, or reduced to any electronic medium or machine readable form without prior consent, in writing, from Sitecore. Information in this document is subject to change without notice and does not represent a commitment on the part of Sitecore. Trademarks Sitecore is a registered trademark of Sitecore. All other company and product names are trademarks of their respective owners.
3 Executive Summary Today marketers face the same problems online as they did at the turn of the century when one of America s great business innovators, John Wanamaker, made the oft-repeated statement: Half the money I spend on advertising is wasted; the trouble is I don t know which half. This is of course highly peculiar since in the online world everything is measurable in the most excruciating detail. So what is wrong? Firstly, we should be measuring quality, not just quantity. But current web analytic tools aim to measure and increase the quantity of people coming to a website. Web analytics is all about measuring aggregate average quantities; for instance, number of visits, percentage of new visitors, page views, bounce rates, top assets downloaded, most popular entry pages, most visited pages, and so on. Secondly, we are not connecting the dots. is tracked independently from the web which is tracked independently from the mobile web, social media and mobile apps. When you meet with a customer online, you are essentially engaging in a conversation. An exchange of communication and commitment is taking place. The level of commitment exhibited by your customer is the secret ingredient of quality that we call the Engagement Value. And it is the very basis of the next generation of Engagement Analytics as it is built into Sitecore s Customer Engagement Platform. Engagement Analytics gives marketers the power to answer Wanamaker s question. Marketers can now understand what drives engagement and produces bottom line results, not what drives crowds and burns money. 1
4 Engagement Analytics Engagement Analytics measures quantity, quality, and the relationship between the two. Quantity is everything you know from web analytics today. Quality is the level of commitment achieved by your customers. Online marketing analytics tools somewhat express quality as conversion percentages, such as visitors having signed up for a newsletter. The trouble with this is that when you have more than three conversions the complexity gets overwhelming as the chart of multiple campaigns below clearly shows. Marketers need this barrier of complexity distilled down to a simple measure of quality; which we call the Engagement Value. Another measure used by Engagement Analytics is Relevance, the relationship between quality and quantity. If, for example, you run two identical AdWord campaigns on Google and Bing, and the latter has twice the quality per visit, then you must conclude that the ad running on Bing has more relevance for the customers it attracts. Marketers using Engagement Analytics can learn exactly which part of their marketing mix creates the greatest impact, which parts of their website draw the highest quality visitors, and where they should spend their marketing dollar. An active online marketing strategy can involve hundreds of campaigns, like these shown here. Tracking conversion rates for so many campaigns can be overwhelming. Measuring Quality with Engagement Value Points When you meet with a customer online, you are essentially engaging in a conversation. An exchange of communication and commitment is taking place. Every website has these critical points of engagement where your customer performs a commitment exchange. These are points that increase the visitor s engagement, where the visitor and vendor build trust and communication. These are the points that we capture and measure in the Engagement Value. 2
5 For example, just visiting a web page requires little trust and is a one-way transfer of information. However, registering for a newsletter requires a modest amount of trust between the visitor and site owner. And the information exchange that comes from that newsletter in turn increases trust and communication eventually leading to more commitment. Most websites have multiple critical points of engagement along this ongoing conversation. Each of these critical points has an Engagement Value based on the level of commitment. It s a little like dating. A smile across the room is nice, but there s only a modest amount of engagement involved. However, taking a two week trip to New Zealand together implies a much higher level of engagement. What constitutes commitment will vary for each kind of business: For a commerce site, the sale of goods is a straightforward commitment. The Engagement Value could simply be the dollar amount sold. The more you sell, the larger the commitment. For many sites, commitments such as signing up for a newsletter, requesting a sales call, asking a question, creating an account, or revealing your purchase timeframe, all constitute undeniable commitment on behalf of the customer. We call these transactional commitments. They require a deeper commitment than just viewing a page or downloading an asset. Going back to the example of a commerce site, signing up for a newsletter or subscribing for product updates, are also acts of transactional commitment that should be given an Engagement Value. Some sites may not have points with deeper transactional commitment. On those sites you may need to place the Engagement Value on a specific page being viewed or a specific asset being downloaded. These points are called referential commitments. Use them cautiously. Lead Score vs. Engagement Value Lead score, as known from some vendors, is very different from Engagement Value. Lead score is what you use to identify customers you believe are showing signs of wanting to commit, but not yet having committed. Lead score is commonly only of interest in B2B settings and is used to surface prospects to the sales force in combination with GeoIP information. While Sitecore can capture lead scores it is not usually of importance in Engagement Analytics. Referential commitments can lure you into faulty conclusions about your website s effectiveness. Only use referential commitments when your website has no points that require the deeper transactional commitment. Two examples where referential commitments cause faulty conclusions are book bestseller lists and Top Hits song lists. Just being on either list guarantees greater visibility and a perception of desirability and quality. Gaining a spot on the list creates a self-fulfilling prophecy. Once a book or song is on the list it s guaranteed more sales, which keeps its sales high. The books or songs only fall off the list when the sales potential is saturated or the audience becomes bored. This same effect can happen by putting an Engagement Value on an asset and then giving the asset more marketing effort because you believe it has more value. With more marketing effort it gains more Engagement Value and becomes a self-fulfilling prophecy. There is far more we can do with Engagement Value Points (EVP) than identify visitors who accumulate value. EVP are key to Engagement Analytics and key to increasing your marketing effectiveness. EVP are critical to 3
6 identifying the effectiveness of marketing through the use of your website, campaigns, mobile web, landing pages, and more. For a website with occasional transactional commitments the Engagement Value Points might be: Newsletter Registration Online Pricing Quote Request for Demo 25 EVPs 50 EVPs 100 EVPs Even with just three such transactional commitments, Engagement Analytics works wonderfully well. The number used as an Engagement Value Point is not of importance but the ratio between EVPs is important. Here the marketer has established that four newsletter registrations have the same value as one demo request. Often you will have evidence to help you easily come to such conclusions. In a worst case scenario you will at first have to use your intuition and later you can validate and refine the Engagement Value through analysis. How do we create and track these Engagement Value Points and develop a system of Engagement Analytics? The Sitecore CMS makes it easy to apply Engagement Value Points to critical points on a website, such as registrations and demonstration requests (without coding, of course). Engagement Value Points are like currency, which when allocated properly can be converted into real currency. There is an exact correlation in your website between where there is a high Engagement Value and where revenue is generated. This makes Engagement Value an excellent tool for forecasting revenue. 4
7 Engagement Analytics Examples Sitecore s Engagement Analytics make it straightforward for any marketer, not just web analysts, to identify how and where to improve marketing effectiveness and customer engagement. Let s take a look at a few examples. Overall Marketing Effectiveness Most web analytics charts show the change in visitors over time. However, if we also consider the total EVP accumulated by visitors we can see whether our online marketing efforts are increasing the overall value we deliver to visitors. The figure on the right below shows that while the rate of visits is increasing, the total EVP rate is decreasing over the last quarter. This means marketing effectiveness is decreasing the value being delivered per visitor is decreasing. A good way to measure this rate of marketing effectiveness is with Relevance. Relevance is the Value per Visit. You can also think of it in these terms: if your website has more relevance to your customers, your marketing effectiveness will increase. In traditional web analytics, as shown in this Google Analytics screen, traffic simply measures how many visitors come to your website. Systems like this only measure quantity and don t evaluate quality or which traffic sources produce visitors with the highest quality and value. With systems like these your website traffic could be increasing while your marketing effectiveness decreases-yet you wouldn t even know it. Also, web analytics systems like these can only analyze a crosschannel marketing mix after extensive and time-consuming customization and segmentation. Engagement Analytics shows you the value and marketing effectiveness of your website over time. It measures how relevant your website is to visitors and their level of commitment. In the figure above, the green Relevance bars (value/visitors) is greater in Q2 than in Q1. This was caused by a decrease in visitors with a simultaneous increase in value - although there were fewer visitors in Q2 their quality was better. The result was increased marketing effectiveness in Q2. In Q3 the grey line shows a significant increase in visitors, causing the green Relevance bar to drop back to Q1 levels. That means the website has significantly increased its visitors, but the Value per Visit has returned to previous Q1 levels. Marketing managers should use the Executive Insight Dashboard to investigate what traffic types and campaigns caused such an increase in Relevance in Q2. Then they should explore how they can again increase visitor levels while retaining high Relevance. 5
8 Traffic Sources and Marketing Channels In Engagement Analytics visits are segmented into their respective traffic source or channels. For example, traffic from Google and Bing aren t just search engine traffic. Search engine traffic is broken down into paid traffic (AdWords), organic search engine traffic (visitors that searched for a term without using your company name), and organic branded search engine traffic (visitors that searched for a term including your company name). This enables you to relate each marketing result directly back to the channel and marketing role responsible. Web analytics can show you the total traffic from a source, but it can t show you the Engagement Value or Relevance of that source, and normally the sources do not map to meaningful initiatives in your marketing department. The following figure displays a Google Analytics report giving a high altitude view of visits by traffic source. From this view you cannot distinguish the important difference between traffic driven as a result of brand awareness (branded search engine traffic), organic search engine traffic (where you normally invest your SEO efforts), and paid advertisements. If you want to differentiate between a wide variety of traffic types, then out-of-the box web analytics systems require extensive and time-consuming segmentation and coding. For many companies this extra overhead means it never gets done. As a consequence your web marketing isn t as effective as it could be. With the Engagement Analytics report on the right you can see the percentage of total Engagement Value and Relevance (Value per Visit) for each channel. You can even drill into the analysis to see the Engagement Value or Relevance by grouped or individual campaigns. The data is there so you can make accurate marketing spend decisions Traffic source information for web analytics systems focuses on an IT-skewed view of sources of aggregate visitors. To see Traffic Source detail in Google Analytics you have to drill down and this still won t show you the Engagement Value or Relevance by traffic type over time. Web analytics won t give you insight into which traffic source or type contributes to visitor commitment and marketing effectiveness. Using Engagement Analytics you can compare the marketing results of different traffic types. This gives you the power to tune cross-channel marketing for optimal effectiveness. In this figure, the extracted pie wedge and top-most bar show that organic SEO efforts are responsible for???% of the total site value. The Relevance of organic SEO is???, shown by the topmost green bar. Another dashboard shows this has increased by almost 32% from the previous year s quarter. This type of analysis makes it is easy for you to decide if your SEO investments are paying off compared to alternative investments. 6
9 Campaign Performance With Engagement Analytics it s obvious which campaigns produce the total greatest value and the highest relevance just compare the Total Engagement Value and Relevance for each campaign. Many web analytics systems identify the campaign that produces the most visitors, but they can t help you identify the campaigns that produce the highest quality visitors. The figure on the left shows a Google AdWords screen designed to help you budget your marketing spend between multiple campaigns. Identifying greater detail in web analytics requires coding custom goals for each campaign, creating segmentation, and building reports. All that takes time, people, and technical skills. The figure on the right shows the Engagement Analytics chart that helps you quickly identify the campaign producing the greatest value. When you select a campaign from this chart a pop-up shows you how the campaign s Relevance, its Value per Visit, is changing over time. Engagement Analytics is ready-to-run with minimal overhead. Most web analytics systems can show a lot of detail, but that detail makes it difficult for marketers to identify which campaigns produce the highest quality and relevance. In this example, Google AdWords is focused on budgeting your ad dollars rather than helping you maximize your marketing results. Engagement Analytics quickly show you which campaigns produce the best results. In this figure the chart behind shows campaigns sorted by Relevance. The green bars in the rearmost chart show each campaign s Relevance/Value per Visit, so it s easy to see which produce the greatest marketing effectiveness. The pop-up chart shows how the Relevance for the selected chart decreases over time. 7
10 Original Source Attribution By tracking each visit of each visitor we can attribute Engagement Value or Value per Visit back to the origin of the first visit. This powerful information enables marketers to understand which original activities drove future engagement. The figure on the right shows the Value per Visit for visitors who first came to the site through each of the traffic types. With Engagement Analytics you can determine which traffic type, pages and transaction points are most effective over a long sales cycle. An important part of marketing analysis is identifying the first point of contact for high value visitors. This lets the CMO know where to focus marketing efforts to attract new visitors. The chart on the right shows the Relevance for first contacts. Newsletters, paid search, and blogs have the highest Relevance for contacting new visitors that later accumulate a high value. This is critical information for the CMO who wants to know which traffic type is most effective. The chart on the left shows the Relevance for all traffic types across all visits over time. Over the long term newsletters, paid search, and analyst reports are most effective in delivering Relevance. From these two charts we can see the marketing mix required to capture initial contacts and then retain them over a long sales cycle. 8
11 Entry Pages Engagement Analytics can show you which entry pages lead to high values. The figure on the right makes it obvious which entry pages accumulate the highest relevance. Most web analytics, like the Google Entry Page screen on the left, are designed to only show which entry pages have the highest number of visitors. While this might help you increase the number of visitors to your site, it does nothing to help you increase the quality of visitors to your website. In the figure on the right you can even drill down on a specific entry page to see which traffic sources and search keywords lead to a good performance on the entry page in question. Web analytics software, like this Google Analytics screen, enables you to see which entry pages have a lot of visitors. You can even segment the view to see how visitors change by time frame, country and other segments. While these views may help you identify which entry pages attract a high number of visitors they won t help you increase the quality of visitors without an extensive overhead of segmentation and coding. Engagement Analytics enables you to quickly see which entry pages contribute most to the value of your website. The campaigns, keywords, or topics used in these high-value entry pages can be used to increase the value of other areas of your website. In this screen campaigns have been sorted by the Value per Visit or Relevance. Mousing over a campaign shows how it has contributed to marketing effectiveness over time. Accelerating Marketing Effectiveness with Engagement Analytics Every marketing department needs to know exactly how and where they engage the high-value visitors that are most likely to become prospects. If you can t determine how and where to engage high-value visitors, then you are doing shotgun marketing you are wasting money by broadcasting campaigns across a wide swath in the hopes of hitting something of value. In the high-speed world of web marketing you can t survive with this approach. Many companies spend hundreds of thousands of dollars on Google AdWords for their own brand. With Engagement Analytics you can quickly determine if these funds might be better allocated to other areas. To accelerate your marketing effectiveness you must know how to engage customers where they expect and want to be engaged. And you must coordinate that across multiple marketing channels. Engagement Analytics is clearly the way to make your cross-channel marketing more engaging and effective. John Wanamaker would have loved online marketing and Engagement Analytics. But, he d have to change his quote about wasting half his marketing budget. With Engagement Analytics he would be saying: I know why I spend each marketing dollar and I know exactly where to get the best impact with my next marketing dollar. 9
12 About Sitecore Sitecore redefines how organizations engage with their customers online, powering experiences that can sense and adapt to a customer s needs to increase revenue and customer lifetime value and satisfaction. Sitecore was the first Web Content Management system (WCM) to incorporate marketing automation, intranet portal, e-commerce, Web optimization, social media and campaign management technologies into a cohesive, integrated open platform. Sitecore s software makes it easy for businesses to identify, serve, engage and convert new customers online. Sitecore s broad choice of capabilities enable marketing professionals, business stakeholders and information technology teams to rapidly implement, measure and manage a successful website and online business strategy. Its powerful development platform, integrated marketing automation tools and intuitive editing workspace enables successful websites of all types. Thousands of public and private organizations have created and now manage more than 27,000 dynamic websites with Sitecore including ATP World Tour, Beiersdorf, FrieslandCampina, Heineken, ISS, Lloyd s of London, Microsoft, Nestle Australia, Omni Hotels, Siemens, Thomas Cook and The Knot. Connect in the Sitecore Community to experience Sitecore s success and that of its customers, partners and developers. For more information about Sitecore CMS, visit 10
Executive Dashboard Cookbook
Executive Dashboard Cookbook Rev: 2011-08-16 Sitecore CMS 6.5 Executive Dashboard Cookbook A Marketers Guide to the Executive Insight Dashboard Table of Contents Chapter 1 Introduction... 3 1.1 Overview...
More informationCustomer Engagement Platform. Engage your audience in cross-channel conversations
Customer Engagement Platform Engage your audience in cross-channel conversations Customer Engagement Platform Engage Audiences Across Web, Email, Mobile and Social Today audiences are crossing digital
More informationPersonalization? It s Easy!
white paper Personalization? It s Easy! How Sitecore Allows Digital Marketers to Create Personalized Web Experiences, Painlessly Table of Contents The Promise of Personalization 1 Sitecore Breaks Down
More informationSitecore Web Content Management System. Put Your Website at the Center of Your Digital Marketing Strategy
Sitecore Web Content Management System Put Your Website at the Center of Your Digital Marketing Strategy World Leading Website Content Management Software Today s websites are front and center of any digital
More informationMoreketing. With great ease you can end up wasting a lot of time and money with online marketing. Causing
! Moreketing Automated Cloud Marketing Service With great ease you can end up wasting a lot of time and money with online marketing. Causing frustrating delay and avoidable expense right at the moment
More informationHow to Choose the Best Web Content Management System for Customer Experience Management:
white paper How to Choose the Best Web Content Management System for Customer Experience Management: A Guide for Both Marketers and Developers Table of Contents Choosing a Web CMS is about more than Content
More informationEmail Campaigns: Using Sitecore s Digital Marketing System
guide Email Campaigns: Using Sitecore s Digital Marketing System Best Practices Guide Table of Contents What s In It for You? 1 Best Practice #1: Plan for Engagement 1 Why Engagement? 1 One System for
More informationThe Kentico EMS. value. Gain more leads, create compelling content, and optimize your marketing with Kentico EMS. Easy to use for creating
Gain more leads, create compelling content, and optimize your marketing with Kentico EMS. Built on a scalable enterprise platform as part of Kentico CMS 7 Easy to use for creating online campaigns, forms,
More informationGetting Started with Google Analytics 7 Easy but comprehensive steps
Getting Started with Google Analytics Right, so you have a shiny new website or you have a site that has been up and running for a while now that s great. The hard work is done and the leads and sales
More informationSitecore CMS and the Marketing Experience
Sitecore and the Marketing Experience Empowering Marketers to Continually Connect with Customers A whitepaper by Sitecore Copyright Copyright 2008 Sitecore. All Rights Reserved. August, 2008 Restricted
More informationTable of Contents. Copyright 2011 Synchronous Technologies Inc / GreenRope, All Rights Reserved
Table of Contents Introduction: Gathering Website Intelligence 1 Customize Your System for Your Organization s Needs 2 CRM, Website Analytics and Email Integration 3 Action Checklist: Increase the Effectiveness
More informationLEAD GENERATION TREND REPORT
table of CoNteNtS LEAD GENERATION TREND REPORT Introduction Key survey findings Lead Generation Priorities Lead Generation Challenges Lead Generation Effectiveness Effective Tactics Barriers to Success
More informationWEB ANALYTICS Where to Begin
WEB ANALYTICS Where to Begin e-book SPOILER ALERT! People love the Internet. A lot. In fact, 92% of online adults rely on search engines when looking for information 1. That means your audience s first
More informationCase Study: Yeager Employment Law
Case Study: Yeager Employment Law About Yeager Employment Law Yeager Employment Law is a mid-sized law firm that has been providing services to the working public of Vancouver, British Columbia for nearly
More informationHow To Increase Sales On Adwords
Adwords Case Study ADWORDS SALES UP OVER 100% WHEN IS AUTOMATION TOO MUCH AUTOMATION? A classic case study of Man VS Machine. An INC 5000 company with over $10 million in revenue and over 15,000 products
More informationProfiling and Predictive Personalization with the Sitecore Customer Engagement Platform Subtitle
Profiling and Predictive Personalization with the Sitecore Customer Engagement Platform Subtitle Lars Birkholm Petersen, Sitecore Business Optimization Services Table of Contents Executive Summary... 3
More informationCONTENTS Introduction Call tracking Case Study Call Tracking tools Testimonials The Mediahawk Experience conclusion Request Demo
1 CONTENTS 1. Introduction 3 2. Call tracking Case Study Abbott Moore 4 3. Call Tracking tools For Financial Services 6 4. Testimonials 9 5. The Mediahawk Experience 10 6. conclusion 12 7. Request a Demo
More informationMarketing Operations Cookbook
Marketing Operations Cookbook Rev: 2012-02-02 Sitecore CMS 6.5 Marketing Operations Cookbook A marketer's guide to managing how your website engages with your visitors Table of Contents Chapter 1 Introduction...
More informationIntroduction to Integrated Marketing: Lead Scoring
Introduction to Integrated Marketing: Lead Scoring Are You Making The Most Of Your Sales Leads? Lead scoring is a key missing link in many B2B marketing strategies. According to a recent Gartner study,
More informationBUILDING A HOLISTIC MARKETING STRATEGY
Introduction To Integrated Marketing: BUILDING A HOLISTIC MARKETING STRATEGY Email Social Media Online Events Blogs Web S ite Intelligence Landing Pages Integrated Analytics Many B2B marketers invest fortunes
More information8 STEPS TO AN EFFECTIVE CONTENT MARKETING SYSTEM
8 STEPS TO AN EFFECTIVE CONTENT MARKETING SYSTEM Produced by Katie Wilson Aspire Internet Design www.aspireid.com @aspireid Overview... 2 1: Set Goals and Create a Set of Metrics for Your Content Marketing
More informationTake Online Lead Generation to the Next Level
Take Online Lead Generation to the Next Level 5 Ways to Capture New Market Niches By: Deven Pravin Shah WSI Internet Marketing Consultant Overview Many business owners ask the same questions about capturing
More information8 TIPS FOR MAKING THE MOST OF GOOGLE ANALYTICS. Brought to you by Geary LSF and Orbital Informatics
8 TIPS FOR MAKING THE MOST OF GOOGLE ANALYTICS Brought to you by Geary LSF and Orbital Informatics TABLE OF CONTENTS 3 5 7 8 9 10 11 12 13 14 15 Introduction 8 Tips for Google Analytics Don t let Google
More informationGoogle Analytics Guide. for BUSINESS OWNERS. By David Weichel & Chris Pezzoli. Presented By
Google Analytics Guide for BUSINESS OWNERS By David Weichel & Chris Pezzoli Presented By Google Analytics Guide for Ecommerce Business Owners Contents Introduction... 3 Overview of Google Analytics...
More informationBranding and Lead Generation. Presented by Craig Chevrier
Branding and Lead Generation Presented by Craig Chevrier Overview Online Marketing vs. Traditional Media Sources of Online Leads Pay Per Click Organic leads Social media leads Leads from other sites Online
More informationIs your website generating leads for your business?
Is your website generating leads for your business? By Denis Finnegan Finn Media Ltd Sales Focused Digital Marketing Twitter: @finnmediamkt @denispfinnegan For event : #DEW Web: www.finnmedia.ie Facebook:
More informationPay per Click Success 5 Easy Ways to Grow Sales and Lower Costs
Pay per Click Success 5 Easy Ways to Grow Sales and Lower Costs Go Long! The Benefits of Using Long Tail Keywords clogged sewage line, I ll see a higher conversion How many keywords are in your pay-per-click
More informationHow using Google Analytics can improve your website performance and social campaigns
How using Google Analytics can improve your website performance and social campaigns How using Google Analytics can improve your website performance and social campaigns Google Analytics is undoubtedly
More informationT he complete guide to SaaS metrics
T he complete guide to SaaS metrics What are the must have metrics each SaaS company should measure? And how to calculate them? World s Simplest Analytics Tool INDEX Introduction 4-5 Acquisition Dashboard
More informationHotelier s Web Analytics Action Plan: Turning Knowledge into ROI-Focused, Action-Oriented Results
March 2010 Hotelier s Web Analytics Action Plan: Turning Knowledge into ROI-Focused, Action-Oriented Results I By Jason Price & Mariana Mechoso Safer Hospitality is an information intensive business. Hotel
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 informationMARKETING KUNG FU: 25 Things. Every Marketing Department Needs. Use this checklist as a guide or as a starting point for your complete marketing plan.
MARKETING KUNG FU: 25 Things Every Marketing Department Needs Use this checklist as a guide or as a starting point for your complete marketing plan. 1 Your Business Plan How big is your market opportunity?
More informationCreating a High Performance Website
Creating a High Performance Website Your website will be the core of your digital marketing program, so it s critical to take the time to do it right. By starting with your brand, designing strong information
More informationDigital Marketing Capabilities
Digital Marketing Capabilities Version : 1.0 Date : 17-Apr-2015 Company Framework Focus on ROI 2 Introduction SPACECOS is a leading IT services and marketing solutions provider. We provide the winning
More informationHow To Understand Your Online Marketing Program
Online Analytics Best Practices Nick Guebhard and Chris Adams RTONZ Online Marketing Program Facilitated by: Miles Media Program Facilitated by: Session Summary RTONZ Online Marketing Program 1. Results
More informationRealize Campaign Performance with Call Tracking. One Way Marketing Agencies Prove Their Worth
Realize Campaign Performance with Call Tracking One Way Marketing Agencies Prove Their Worth 73 Billion for 2018 BY THE NUMBERS BY THE NUMBERS Projected calls BY THE NUMBERS Introduction intro Marketing
More informationGoogle AdWords customers can see their Analytics data from inside their AdWords account
Johannes Spruijt Free service offered by Google that generates detailed statistics about the visitors to a website. A premium version is also available for a fee. The product is aimed at marketers as opposed
More informationWHITE PAPER Closing the Loop on Social Leads. A Hootsuite & 2DiALOG HubSpot White Paper
WHITE PAPER Closing the Loop on Social Leads A Hootsuite & 2DiALOG HubSpot White Paper Closing the Loop on Social Leads A Guide to Measuring Social Media Lead Generation Social media has outgrown its infancy
More informationWHITE PAPER Analytics for digital retail
WHITE PAPER Analytics for digital retail Introduction The advent of organized retail propelled businesses to reach out to a wider spectrum of consumers in an effort to increase market share. This gave
More informationHOW TO MARKET A TECHNOLOGY BUSINESS.
HOW TO MARKET A TECHNOLOGY BUSINESS. An Incisive Edge publication CONTENTS. INTRODUCTION. HOW TO MARKET A TECHNOLOGY BUSINESS INTRODUCTION The UK Technology Sector According to KPMG, the UK technology
More informationCase Study: Closing The Loop
Case Study: Closing The Loop Connect digital marketing data and offline sales data to get true ROI with this cost-effective approach to Customer Intelligence. As digital marketing techniques and technologies
More informationHomeNet RepGauge. Online Reputation Monitoring Suite for IOL Overdrive
HomeNet RepGauge Online Reputation Monitoring Suite for IOL Overdrive RepGauge provides location-based analytics alongside actionable steps and recommendations to help you manage your overall online reputation
More informationDIGITAL MARKETING. The Page Title Meta Descriptions & Meta Keywords
DIGITAL MARKETING Digital Marketing Basics Basics of advertising What is Digital Media? Digital Media Vs. Traditional Media Benefits of Digital marketing Latest Digital marketing trends Digital media marketing
More informationWritten by: Francois Muscat, Digital Marketing Expert
Written by: Francois Muscat, Digital Marketing Expert Copyright 2013 WSI. Each WSI franchise office is an independently owned and operated business. In the past, businesses could get away with sending
More informationMake your website work. Ten ways to convert visitors into buyers
Make your website work Ten ways to convert visitors into buyers 4 million online shoppers in the UK * 7% growth in e-retail sales in the last two years 50.% of online shoppers who place items in their
More informationGOOGLE ANALYTICS 101
GOOGLE ANALYTICS 101 Presented By Adrienne C. Dupree Please feel free to share this report with anyone who is interested in the topic of building a profitable online business. Simply forward it to them
More informationA KUNO CREATIVE EBOOK. How to Get Started with MARKETING AUTOMATION
A KUNO CREATIVE EBOOK How to Get Started with MARKETING AUTOMATION So you have a database of a few thousand contacts. Every month you send those contacts a nice email newsletter with little bits of information
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 informationFEBRUARY 2013 IN THIS EDITION
Hi there, Where is your online marketing heading for 2013? This month our customer conference call was tasked with helping customers answer this rather involved question. Over the next 11 months you can
More informationCLOSED-LOOP REPORTING
1 CLOSED-LOOP REPORTING MODASSIC MARKETING 2 CONTENTS HOW CLOSED LOOP MARKETING WORKS 8 WHAT YOU NEED TO SET UP CLOSED-LOOP MARKETING 19 BECOME A BETTER MARKETER BY CLOSING THE LOOP 25 HOW TO FIX A BROKEN
More informationSTATE OF B2B MARKETING METRICS AND ANALYTICS 2015
STATE OF B2B MARKETING METRICS AND ANALYTICS 2015 Research Report - Feb 2015 WHO WE SPOKE TO To understand the state of metrics & analytics in B2B marketing today, we spoke to directors and senior executives
More information15 QUESTIONS TO ASK BEFORE HIRING AN SEM AGENCY. Overview. Choosing the Wrong SEM Agency can Destroy your Business!
Overview Choosing the Wrong SEM Agency can Destroy your Business! Choosing a PPC agency to manage your accounts is a business critical task. Search marketing has the potential to drive a large portion
More information5 Tips to Turn Your Website into a Marketing Machine
Internet Marketing Whitepaper: 5 Tips to Turn Your Website into a Marketing Machine Brought to you by www.hubspot.com Part 1: How the Internet has transformed businesses The Internet has profoundly transformed
More informationA Beginner's Guide to E-Commerce Personalization
A Beginner's Guide to E-Commerce Personalization CommerceSciences.com Contents Introduction... 1 Real-Time Offers & Website Personalization... 3 Creative Messaging That Really Matters... 5 Drawing Your
More informationto get more customers online
ONLINE MARKETING WITH 25 MARKETING TIPS & TRICKS to get more customers online @ 2015 ReachLocal, Inc. All Rights Reserved. REACHLOCAL is a registered trademark. reachlocal.com 1 In the perfect world, getting
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 informationMarketing Online SEO Facebook Google Twitter YouTube
Marketing Online SEO Facebook Google Twitter YouTube What is Internet Marketing? Internet marketing is considered to be broad in scope[1] because it not only refers to marketing on the Internet, but also
More informationan introduction to Google Analytics for ecommerce Thomas Holmes
an introduction to Google Analytics for ecommerce Thomas Holmes An introduction to Google Analytics for ecommerce by Thomas Holmes Published in 2013 by Thomas Holmes 5 rue St. Côme, 34000 Montpellier,
More informationMHABC AGM Presentation
MHABC AGM Presentation FINAL BRAND EXAMPLE MEMBER DECAL WEBSITE MOCK UP WHAT IS PAID SEARCH ADVERTISING Paid search Advertising Is the process of gaining traffic by purchasing ads on search engines (Google).
More informationAnalytics Data & PPC Optimization to Achieve Meaningful Results. Using a Network of Tools & a Data-Driven Approach to Optimize PPC Marketing
Analytics Data & PPC Optimization to Achieve Meaningful Results Using a Network of Tools & a Data-Driven Approach to Optimize PPC Marketing Objectives - Purpose Business/Marketing Success About the Presenters
More informationSocial Media Measuring Your Efforts 03. Step One Align Your Objectives 04. Step Two Measure Reach and Share of Conversation 05
Social Media Measuring Your Efforts 03 Step One Align Your Objectives 04 Step Two Measure Reach and Share of Conversation 05 Step Three Measure Conversions and Sales 08 Step Four Track and Measure Your
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 informationAdobe maximizes its digital marketing returns.
Adobe maximizes its digital marketing returns. Adobe is optimizing its multichannel digital marketing strategies with Adobe Marketing Cloud, increasing conversion by double digits and revenue. Adobe Systems
More informationWhite Paper. Measuring ROI: The Marketing Metrics You Can t Ignore. Best Practices and Emerging Marketing Trends
White Paper Best Practices and Emerging Marketing Trends Measuring ROI: The Marketing Metrics You Can t Ignore What gets measured, gets managed. Peter Drucker Why Measure? From beginning to end and sometimes
More informationMARKETING TO THE NEW CONSUMER. PART THREE Taking Advantage of New Marketing Touchpoints in the Active Evaluation Stage
MARKETING TO THE NEW CONSUMER PART THREE Taking Advantage of New Marketing Touchpoints in the Active Evaluation Stage For Part Three of this series, we are in the Active Evaluation Stage of the Customer
More informationB2B EMAIL MARKETING 6 STEPS TO BETTER 6 STEPS TO B2B EMAIL MARKETING SUCCESS. Phone: (+1) 718 303 1864. www.mailigen.com
6 STEPS TO B2B EMAIL MARKETING SUCCESS 6 STEPS TO BETTER 1 B2B EMAIL MARKETING Mailigen Email Marketing Solutions Phone: (+1) 718 303 1864 www.mailigen.com 2 60% of marketers believe email marketing produces
More informationInterpreting Web Analytics Data
Interpreting Web Analytics Data Whitepaper 8650 Commerce Park Place, Suite G Indianapolis, Indiana 46268 (317) 875-0910 info@pentera.com www.pentera.com Interpreting Web Analytics Data At some point in
More informationOrganic SEO VS. Pay Per Click (Adwords)
Organic SEO VS. Pay Per Click (Adwords) ~ Jayson DeMers, Forbes, April 30, 2014 Elite Search Engine Optimization Page 1 Trust and Probability to click Only about 25% of people click on Adwords. Research
More informationIs it time to hire an expert to take over your business online marketing?
Is it time to hire an expert to take over your business online marketing? A GUIDE TO FINDING THE RIGHT ONLINE MARKETING TEAM When it comes to online marketing, BlaineTurner Advertising, Inc., devises strategies
More informationPay Per Click Marketing
WHITE PAPER August 2009 Pay Per Click Marketing Drive Leads and Sales the Cost Efficient Way Introduction Pay Per Click is one of the most cost effective marketing tools available, and can generate instant
More informationGenerating Leads While You Sleep
Generating Leads While You Sleep May 2013 CommuniGator 2013 Page 1 of 14 Contents Introduction... 3 Setting up the right infrastructure... 4 Page Scoring, Link Scoring and Lead Scoring... 7 Generating
More informationEnterprise Marketing Management (EMM)
IBM Software Thought Leadership White Paper Enterprise Marketing Management Today s empowered customer puts marketing to the test Enterprise Marketing Management empowers marketers 2 Contents 2 Businesses
More informationKey Performance Indicators (KPIs): Taking the Mystery Out of Marketing
For the investment industry, which thrives on quantitative measurement to demonstrate its effectiveness for its investors, you would think advisors would prefer digital marketing over traditional methods
More informationChoosing a PPC Agency: How to Determine the Right Pay-Per-Click Marketing Agency for You. A WordStream Guide
Choosing a PPC Agency: How to Determine the Right Pay-Per-Click Marketing Agency for You A WordStream Guide Choosing a PPC Agency: How to Determine the Right Pay-Per-Click Marketing Agency for You WordStream
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 informationRevenue Opportunities
revenue + associates Revenue Opportunities Created by Low Adoption Rates of Modern Sales and Marketing Programs A study of 196 New England B2B companies revenue + associates page 0 Revenue Gap Study The
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 informationIntroduction to Inbound Marketing
Introduction to Inbound Marketing by Kevin Carney of Inbound Marketing University Page 1 of 20 InboundMarketingUniversity.biz InboundMarketingUniversity Published by Inbound Marketing University No part
More informationMarketing Optimization Suite
Marketing Optimization Suite OVERVIEW Anything That Can Be Measured Can Be Optimized Learn more about your online audience, create new revenue opportunities, build your subscriber base and attract new
More informationM EASUREM ENT GUIDE. Googl
M EASUREM ENT GUIDE Ul t i ma t e Gui det o Me a s ur i ng Googl e + j effal yt i cs. com The Ultimate Guide to Measuring Google Plus 2013 Jeff Sauer www.jeffalytics.com jeff@jeffalytics.com - 1 Table of
More informationManaging Web Content with Microsoft SharePoint: Possibilities and Parameters
Managing Web Content with Microsoft SharePoint: Possibilities and Parameters Examining the Challenges of Applying Enterprise Technology to Dynamic Web Environments Subtitle A Whitepaper by Sitecore Copyright
More information10 Killer Salesforce Reports
10 Killer Salesforce Reports for Measuring Marketing Performance A Best Practices White Paper for Response Management from Full Circle Insights Full Circle Insights FullCircleInsights.com 650.641.2766
More informationHow To Learn Marketing Skills
Table of Contents Professional Diploma in Digital Marketing Module 1: Introduction to Digital Marketing Module 2: Search Engine Marketing (SEO) Module 3: Search Engine Marketing (PPC) Module 4: Email Marketing
More informationYour Toughest Questions. Answered
Introduction Are you setting aggressive, yet reasonable goals for your SEO program? Are you consistently measuring and tracking your results, but not seeing progress as soon as expected? If you are experiencing
More informationORACLE SOCIAL MARKETING CLOUD SERVICE
ORACLE SOCIAL MARKETING CLOUD SERVICE KEY FEATURES Universal navigation between all social marketing functionality Single-platform management for Facebook, Google+, Twitter and other social communities
More informationDigital Marketing for Small Businesses (SMB s) Myths and Must-Do s
Digital Marketing for Small Businesses (SMB s) Myths and Must-Do s We Deliver the Right Message, to the Right Audience, at the Right Moment, on the Right Device. 39 Active clients 48 Brands and Retailers
More informationHow to Dominate Your Local Market Online Now
How to Dominate Your Local Market Online Now Get Leads Contacting You For Your Products And Services Quickly and Accurately Like A Gunslinger with Local PPC Who Jesse Anema? I am the owner and founder
More informationPublish and Measure Phases
CHAPTER 7 Publish and Measure Phases 7. Measure 6. Publish 1. Plan 8. Optimize 2. Assess GOVERN 5. Build 4. Design 3. Define Anyone who has written anything or aspires to be writer knows that the word
More informationAdobe Analytics Premium Customer 360
Adobe Analytics Premium: Customer 360 1 Adobe Analytics Premium Customer 360 Adobe Analytics 2 Adobe Analytics Premium: Customer 360 Adobe Analytics Premium: Customer 360 3 Get a holistic view of your
More informationBenefits of using Marketing Automation Software as part of your content marketing strategy
Benefits of using Marketing Automation Software as part of your content marketing strategy Ann Stanley Managing Director of Anicca Digital @AnnStanley @aniccadigital #ecommercial15 Our brands Generating
More informationMarket Research with Social Media
Community Ebook / September 2012 / / 1 888 6radian Market Research with Social Media Gives you the direction and tools you need to use social media to become a more agile, engaged, profitable and productive
More informationClick to Lead:: The Website Challenge
Click to Lead:: The Website Challenge How to Reach Business Software Buyers and Convert Them to Sales-Ready Leads Michael Ortner ortner@capterra.com www.capterra.com Please feel free to post a link to
More informationOwning the Google Results Page...
Owning the Google Results Page............................................................................................. 1 Owning the Google Results Page.............................................................................................
More information1. Layout and Navigation
Success online whether measured in visits, ad revenue or ecommerce transactions requires compelling content and intuitive design. It all starts with the fundamentals: the key building blocks to create
More informationWSI White Paper. Prepared by: Baltej Gill Social Media Strategist, WSI
Understanding the Buzz Around Social Media WSI White Paper Prepared by: Baltej Gill Social Media Strategist, WSI Introduction You might have heard that social media can help build your brand, promote your
More informationQuality Satisfaction Management. Performing Keyword Research
Quality Satisfaction Management Performing Keyword Research For the purposes of this paper, we ll use Google to represent all search engines (Bing, Yahoo, etc.). The same principles apply, regardless of
More informationWe have compiled an extensive marketing automation comparison chart for you to use in your solution analysis.
Synposis: Over the last year Marketing CoPilot has been doing research on automation in order to better serve our clients and help our community. We have used, integrated and demo d many automation solutions
More informationDEMO ONLY VERSION. Easy CramBible Lab. adwords-reporting. Google Reporting and. Analysis Exam. ** Single-user License **
Easy CramBible Lab adwords-reporting Google Reporting and ** Single-user License ** Analysis Exam This copy can be only used by yourself for educational purposes Web: http://www.crambible.com/ E-mail:
More informationTop Six Strategies for CMS/Digital Marketing Success
white paper Top Six Strategies for CMS/Digital Marketing Success Table of Contents Planning for a Successful CMS Deployment 1 Success Factor #1: Make Application Development Easy 1 Success Factor #2: Get
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 information