Top 5 Do’s and Don’ts for Measuring Web 2.0

April 18, 2007

Akin Arikan, Internet Marketing Solutions GroupUnica Corporation®

Web Analytics & Internet Marketing Solutions

2007 Unica Corporation

The Opportunity for Marketers from Web 2.0

But Rather:Build brand through

amplifying your customers’ voices

Offer unique values through consumer intelligence

Create better user experiences through RIA

Not Spam 2.0!

• Do Web Analytics!

• Don’t Just Measure to Improve Usability and Conversion Rates!

Web Analytics & Internet Marketing Solutions

2007 Unica Corporation

How Do I Love Measuring with Web 2.0?Let Me Count the Ways

Optimize Web 2.0 Applications

Relationship Marketing Build Actionable Profile

Market Insight Capture Consumer Intelligence

Maximize value ofapplication/site

Maximize value ofproducts & messaging

Maximize value ofcustomers

Usability, conversion rates & engagement!

2007 Unica Corporation

Case Study: Product Review & Participation Site

Mouse-over features to zoom, read reviews,

add comments,& rate features

Click & drag the image to rotate 360

Digital Snap Shooter X2020

LCD Display

Click and drag to rotate Comment on this feature Upload photos taken with this model Invite friends to share

• Do think of measurement from the beginning of your project

• Don’t think of page views

• Don’t use log files for RIAs

Web Analytics & Internet Marketing Solutions

2007 Unica Corporation

2.0 Event Tagging

Tag relevant events with event tagging functionality

Choose the right event tagging language for the job:

• Flash/Flex Apps/Movies: ActionScript tag

• AJAX, DHTML, your blog: JavaScript tag

• Your blog postings on others’ blogs: Pixel tag

Digital Snap Shooter X2020

LCD Display

Click and drag to rotate Comment on this feature Upload photos taken with this model Invite friends to share

When Page Views Won’t Cut It

2007 Unica Corporation

Metrics

Unique visitorsEngagement: Session length,

comments, uploads, invitations RIA Events: rotate, zoom features

Revenue, conversionsAverage order valueUpgrades, market basket

Repeat purchasesLifetime customer valuePopularity: products, features,

price ranges

Business Goals Of A Web 2.0 Application

Drive Traffic• Attract more visitors• Create viral buzz• Encourage repeat visits

Drive Revenue• Convert visitors to buyers• Upsell and cross-sell

Build Brand• Create customer relationships• Get direct feedback from

customers/prospects

• Do measure overall contributionof RIAs

• Do measure feature level contribution & usability of RIAs

Web Analytics & Internet Marketing Solutions

2007 Unica Corporation

Measure RIA OverallContribution

Customer

ApplicationMarket

March 1, 2007 – March 31, 2007

2007 Unica Corporation

Measure RIA FeatureUsage And Effectiveness

March 1, 2007 – March 31, 2007

Customer

ApplicationMarket

2007 Unica Corporation

Event Streams HelpImprove RIA Effectiveness

March 1, 2007 – March 31, 2007

Customer

ApplicationMarket

• Do measure community, commerce & engagement

Web Analytics & Internet Marketing Solutions

2007 Unica Corporation

Measure Community,Commerce, & Engagement

March 1, 2007 – March 31, 2007

• Do measure to learn about market & demand

• Do capture social intelligence

Web Analytics & Internet Marketing Solutions

2007 Unica Corporation

Web Analytics As AnInsight Machine

March 1, 2007 – March 31, 2007

Customer

ApplicationMarket

• Do measure to serve individual customers

Web Analytics & Internet Marketing Solutions

2007 Unica Corporation

Relationship Marketing

Reviewed LCD Display

Weighted LCD Display high

Rated LCD Display low

Bought new camera

Reviewed LCD Display

Weighted LCD Display high

Rated LCD Display low

Bought new camera

Customer

ApplicationMarket

2007 Unica Corporation

Action: Automate 1:1 Communication

Visit RangeVisit RangeVisit RangeVisit Range

Reviewed LCDReviewed LCDReviewed LCDReviewed LCD Weighted HighWeighted HighWeighted HighWeighted High Rated LowRated LowRated LowRated Low Purchased NewPurchased NewPurchased NewPurchased New

PermissionsPermissionsPermissionsPermissions

Customer LTVCustomer LTVCustomer LTVCustomer LTV

PermissionsPermissionsPermissionsPermissions

Send leads to telemarketing Send leads to telemarketing for high-value prospectsfor high-value prospects

Cross-ChannelAnalysis

and Execution

Cameras are us

Customer

ApplicationMarket

2007 Unica Corporation

Pre-Integrated Marketing Suite for Internet & Pre-Integrated Marketing Suite for Internet & Enterprise MarketersEnterprise Marketers

Content Management: Approvals, Markup

Automated Predictive Modeling

Marketing Resource Management

Powerful & Flexible Customer Decisioning

Distributed Collaboration

Dashboard & Metrics

Intelligent Lead Mgmt

Email Authoring& Execution

Contact Optimization

Real-Time Personalization

NetInsight forWeb Analytics

• Don’t ignore offline effects of online activity

Web Analytics & Internet Marketing Solutions

2007 Unica Corporation

Online Prospects Can Be Beamed to Earth

Online …

Thank you!

Offline!

2007 Unica Corporation

Internet Influenced Offline Purchases Are Increasingly Significant

Source: JupiterResearch, 11/06

Online & Online-Influenced Retail Sales($Billions)

% T

otal

Ret

ail S

ales

2007 Unica Corporation

Thank you!

Meet Your Online Prospects on Earth

Online …

• What is the flow over?

• What online messages / ideas increase flow?

• Which search keywords / ads are best at triggering offline conversions?

Offline!

2007 Unica Corporation

How Can You Measure Lift in Offline Activity Triggered By Online Marketing?

Correlate Trends “Buy online, pick up in store”or promotional coupons(Encode the source of the visitor a visit handle)

Display unique 800 numbers

“Call (888) 212-3193”

113505

Tracking Code

32938A

10% OffDisplay & retrieve customer codes

Your VIP ID: 1278123

2007 Unica Corporation

Online …

Thank you!

Offline!

• Who continued offline?

• Did he/she purchase?

• If yes, what and how much ($$$)?

• If not, why not? ( re-market)

1:1

Meet An Individual Online Prospect on Earth

2007 Unica Corporation

How Can You Measure Individuals’ Offline Conversions Triggered By Online Marketing?

Thank you!

Contact ID: #366282 Direct Response

Inferred Response

(By matching up contacts,loyalty cards or accountsbased on cookie or login)

Step 4: Connect the dots

2007 Unica Corporation

How Can You Measure Individuals’ Offline Browsing Triggered By Online Marketing?

Step 1: Entice online registration(and set a cookie)

Step 2: Feed user activityInto CRM or SFA

Hi Akin!

View web session

Web Analytics

Step 3: Entice identification instores offline

Step 2b: Prioritizeofflinetreatment

2007 Unica Corporation

Freebies: Recipe Cards for Online-Offline Fusion Marketing

Part 1, Fusion Metrics

Online Lift

Offline Lift

1:1 Online Conversions

1:1 Offline Conversions

Actionable Marketing Profiles

2007 Unica Corporation

Freebies: Recipe Cards for Web Analytics

For Visitor

Attraction

Conversion

Retention

Measuring

Pay-per-click

Organic Search

Campaigns

Site Layout

2007 Unica Corporation

Freebies: Web 2.0 Case Study

For Visitor

Attraction

Conversion

Retention

Measuring

Pay-per-click

Organic Search

Campaigns

Site Layout

2007 Unica Corporation

Unica Customers: Diverse Successful Marketers

Financial Services

Health/InsuranceTelecom

Travel

Retail/Catalog

Other Industries

Publishing

2007 Unica Corporation

Q & A?

InternetMarketing@Unica.com

• Web Analytics Solutions• Internet Marketing Solutions• Enterprise Marketing Solutions