Scl Analytics Presentation For E Consultancy Supplier Showcase 2007

www.sclanalytics.com

Advanced Web AnalyticsTurning Insight into Action

Matt Hopkins

Technical Account Manager SCL Analytics

[email protected]

Tel: +44 (0)1293 403636


SCL Analytics and UnicaSCL Analytics and Unica

SCL Analytics• UK, Eire, Scandinavia and Benelux partner for Unica

(Unica Affinium NetInsight)

• Expertise in delivery of web analytics, training and consultancy

Unica• Established leader in Enterprise Marketing Management (EMM)

• Top rankings by industry analysts

• Operations in North America, Europe, Asia, and Australia

• Strong financial performance

• NASDAQ listed company

• Profitable, revenue growth 30 - 40% Yr/Yr over past 5 years

• 500 Enterprise class customers

• 1000s of additional web analytics customers


Typical Business RequirementsTypical Business Requirements

1. Acquire Prospects 2. Engage & Convert Prospects

4. Build Loyalty & Wallet Share 3. Service & Satisfy Clients

Sample Clients

Online• Increase traffic & clickthroughs• Optimize advertising• Optimize PPC & organic• Optimize organic ranking

Online & Offline• Optimize offline ads & effects• Target by demographics etc.

Online• Optimize ad landing pages• Inform & engage with content• Optimize site ads• Minimize drop-outs & errors• Maximize registrations

Online & Offline• Multi-channel conversion progr.

Online• Learn about aggregate demand• Learn about individual customers• Detect cross-sales opportunities• Detect and prevent attrition

Online & Offline• Engage in timely, relevant 1:1

dialog across web, e-mail, call-center, and offline channels

Online• Optimize usability• Optimize site search• Optimize navigation• Reduce # of clicks to content

Online & Offline• Maximize self-service success

to minimize call-center calls• Provide consistent experience


Sample Reports

Unique Value For Online Customers: “Insight to Results”

Unique Value For Online Customers: “Insight to Results”

Campaign KPIs & Reports• Unique visitors by ad• Conversion rates • Value / ROI• Geo analysis

Drive Results• Marketing Resource Mgmt.• Ad Campaign Management

Conversion KPIs & Reports• Overlay heat maps• Scenario funnel visualizations• Click path visualizations• Troubleshooting

Drive Results• Real time site advertising• Re-marketing e-mails, etc.

Relationship KPIs & Reports• Life time value reporting• Segment click behaviour by

customer segments

Drive Results• Detect changes in patterns• Provide next-best offers using

click and offline customer data• Closed loop x-channel analysis

Services KPIs & Reports• Self-service registration funnels• Site search reporting• Path-between reporting• Content utilization

Drive Results• Execute channel migration

marketing programs

1. Acquire Prospects 2. Engage & Convert Prospects

4. Build Loyalty & Wallet Share 3. Service & Satisfy Clients


Unique Characteristics of Unica Affinium NetInsight

Unique Characteristics of Unica Affinium NetInsight

FlexibleFlexible• Adaptable for any tracking needs

• On-premise and/or on-demand

• Log files, page tags or both

Open Open • Integrate online, offline and customer

data

• Integrate with external data sources• CRM, BI, EDW

Instant InsightInstant Insight• Easy to use/Navigate

• Easy to create new reports & custom KPIs

Action: Turning insight into Action: Turning insight into results!results!

Flexibility


Flexible: No Need to Choose Between On-Demand or On-Premise!

Flexible: No Need to Choose Between On-Demand or On-Premise!

NetInsight On-Demand

Both are 100% compatibleSwitch at any time with all your data & reports!

NetInsight On-Premise

• Start immediately

• Remove dependence on IT

• Pay monthly, no capital expenses

• Keep your data on-premise

• Integrate into BI & CRM more easily & more reliably

• Leverage your own staff

• Pay one-time or yearly


Standard Package

Flexible: NetInsight OptionsFlexible: NetInsight Options

All Standard &Custom Reports

?Unlimited

Ad-hoc ReportsUnlimited

Users & RolesData

Warehouse

Initial Startup& Training

DedicatedAccount Manager

CustomerSupport

Optional Add-Ons

World ClassSecurity

Data Integrations Data Feeds Assistance Best Practices 1:1 Marketing

K-Base& Forums

RegularWebcasts


On-premise or SaaS

Compatible so customerscan switch with all data etc.

Proxy,etcIntranet

Extranet

Any type of Web sites

Internet

Any # of clustered servers

Any content mgmt. system

Any type of UI

Overlay UI,

Drag & drop MarketingUI,

BI templates

E-mail alerts

Any analytics server

Any OS

Any RDBMSOpen schema

Any number of visitors

(or any amount of Web site traffic)

Scales using MySQL, Microsoft SQL Server,

Oracle, DB2, or Netezza database

Any data collection

Use logs or tags or hybrids for data collection

Use 1st party cookies or user names or hybrids

JS

Optimize Robots & Spiders

Flexible: Deployment & TechnologyFlexible: Deployment & Technology


Aborted downloads

or page views

Un-trappedHTML errors

Pages missinga page tag

Visitor lacking JavaScript e.g. wireless browser, where

<noscript> tags failSearch enginerobots/spiders indexing pages

Visitors clicking to next page before page

has fully loaded

Visitors and page views missed by pure page tagging

Page views and events missed by pure logs analysis

Page views of a static HTML page that was cached,

e.g. browser’s back button

On-page events, e.g.• Add to cart• Remove from cart• Scroll down• Change a specific

field on form• Selection in a

drop-down box• Screen

resolution

Page viewson remotely hosted

portions of site, if logs cannot be obtained

Augmented log file includes log records

and tag records

PDFs downloaded directly from Google

Flexible: Hybrid Data CollectionFlexible: Hybrid Data Collection


Flexible: Data Collection With Event Tagging (Web 2.0)

Flexible: Data Collection With Event Tagging (Web 2.0)

Think of events vs. page views

Tag relevant events with Unica’s Event Tagging functionality

Choose right Event Tagging language for the right job:

• Flash/Flex Apps/Movies: ActionScript Event Tagging

• AJAX, DHTML Applications: JavaScript Event Tagging

• Your blog postings on others’ blogs: Pixel Event Tagging

Digital Snap Shooter X2020

LCD Display

Read Feature Reviews

Rate Feature

Tag dragging & dropping ,zooming, panning, etc.

Tag selections,actions, blogging


Open: Integrate with the EnterpriseOpen: Integrate with the EnterpriseOpen: Integrate with the EnterpriseOpen: Integrate with the Enterprise

Content Mgmt: Versions, Approvals, Markup

Automated Predictive Modeling

Marketing Resource Management

Powerful & Flexible Customer Decisioning

Distributed Collaboration

Dashboard & Metrics

Intelligent Lead Mgmt

Email Authoring& Execution

Contact OptimizationReal-Time Personalization

Web Analytics


Open: Gaining Insight Into Your Marketplace

Open: Gaining Insight Into Your Marketplace

Combine with products andparts catalog database

Capture interest in products and configurations from dynamic Web site content usage

Analyze which configurations

are popular together

Partscatalog

Correlate Web traffic with historical product

purchases; forecast next month’s demand


Open: ROI ReportingOpen: ROI Reporting

Insight


Insight: Which Of Your Pages Contribute to Converting Visitors?

Insight: Which Of Your Pages Contribute to Converting Visitors?


Insight: How Do Different Visitor Segments Browse The Site Differently?

Insight: How Do Different Visitor Segments Browse The Site Differently?

Women

Men


Insight: Which Rich Internet Application Features Are Used Vs. Ignored?

Insight: Which Rich Internet Application Features Are Used Vs. Ignored?


Insight: How Do Visitors Navigate the RIA? Are There Bottlenecks?

Insight: How Do Visitors Navigate the RIA? Are There Bottlenecks?


Insight: Target the Right Visitors Insight: Target the Right Visitors


Insight: Do Visitors Complete Scenario Processes?

Insight: Do Visitors Complete Scenario Processes?

Drill toexit pages

Action


Action: Switch into A/B Analysis ModeAction: Switch into A/B Analysis Mode


Action: Paid Visitors Were Thrown Off By Our Online Form

Action: Paid Visitors Were Thrown Off By Our Online Form


Action: Typical Scenario Clickthrough, then Drop-Out

Action: Typical Scenario Clickthrough, then Drop-Out


Action: Jumping to Conclusions…Action: Jumping to Conclusions…

1.1. That keyword isn’t working for meThat keyword isn’t working for me2.2. I can blast out an e-mail with a 20% I can blast out an e-mail with a 20%

discount offer?discount offer?3.3. No!!No!!4.4. Some of the online usersSome of the online users have actually

booked by phone … and they booked for full price

5. Only send the offer to users who haven’t booked


Action: Systems Can Close the Loop Between Online & Offline Action: Systems Can Close the Loop Between Online & Offline

Customers

1. Registered customer goes to web site but drops out

2. Call-Center or POS registers booking

Contact / Response History

3. ROI Analytics& Action

CommonCommoncustomercustomer

IDID

Relevant emailRelevant emailor real time or real time

offeroffer


Top Features in Affinium NetInsight Top Features in Affinium NetInsight

Top-level• Platforms: Netezza, Oracle, MS SQL Server, DB2, MySQL, Linux, Windows,

Unix• Real time reporting• Integration with external data sources e.g. CRM, BI, CMS, Ecommerce and

Marketing Systems

User interfaces• Next generation, drag & drop, enterprise marketing UI

• Overlay UI – Differentiated with live, “drill-anywhere” data

Reporting• Visual Exploration of KPIs

• Drag & Drop• Drill-AnywhereTM

• Trend-AnythingTM

• Interactive Visualizations• Paths, funnels, geo maps

• Incorporate registered user data with extendable business data dimensions

Any Questions?


Matt Hopkins

Technical Account Manager SCL Analytics

[email protected]

Tel: +44 (0)1293 403636

Turning Insight into Action

Scl Analytics Presentation For E Consultancy Supplier Showcase 2007

Economy & Finance

Transcript of Scl Analytics Presentation For E Consultancy Supplier Showcase 2007