Sharepoint + Webtrends = Happiness

© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage

Neelesh RahejaGNet Group, Booth #11@GnetGroup @PracticalBI

SharePoint + webtrends = HappinessPolaris Success Story


Driving Consumer Engagement

Revenue

$$$

Outreach Consumer Engagement

Dealers

Parts


Consumer Engagement Data Flow

Scoring 1) Life time value2) Propensity to buy

MarketingOnline/OfflineAdvertising &Promotions

LeadsCapturing namesBuilding profiles

AnalyticsReporting KPI’s

CRM

Dynamic ContentPull consumers RelevancyWebsite/Email/Direct MailPromotionsOffers

Dealer ToolsBackward/forward CRM integrationHigher quality informationImproved prospect ranking systemRobust reportingTargeted Marketing

Background – From Engage 2009


Challenges and Impact

(VDM)

Online Ads

Email Marketing

Marketing Analysts Marketing managers / execs

Others

How are we performing against targets w.r.t to marketing activity, expense and revenue?What does our engagement

funnel look like?

What is correlation of web activity and expense with revenue i.e. ROMI across all channels?

Which channels are the most effective?

Is Social driving engagement and returns?

How effective are our marketing campaigns?Where do we spend our next dollar?

Dynamics CRM

ERP Access


Strategic Partnership

• Objectives: • Complete picture of marketing spend and return• Put Marketing Dollars to better use!

• How• Move away from data collection and focus on analytics & insights

• Measurable consumer engagements across channels• Channel spend and performance• Effectiveness of targeted marketing• Multi-channel campaign ROI

• Deliver comprehensive insights using self-service SharePoint dashboards


(VDM)

Online Ads

EmailMarketing

Dynamics CRM

ERP Access

Others

Integrated Multi-Channel Marketing Data

Marketing Analysts Marketing managers / execs

The Solution


Polaris’s Solution Complete

Scoring 1) Life time value2) Propensity to buy

MarketingOnline/OfflineAdvertising &Promotions

LeadsCapturing namesBuilding profiles

AnalyticsReporting KPI’s

CRM

Dynamic ContentPull consumers RelevancyWebsite/Email/Direct MailPromotionsOffers

Dealer ToolsBackward/forward CRM integrationHigher quality informationImproved prospect ranking systemRobust reporting

Email Performanc

e

Campaign Performanc

e

WebSite Performanc

e

Marketing Effectiveness DashboardTargeted

MarketingCustomer Behavior

Ad / Search Performanc

e

MarketingFunnel

FinancialsAct vs Bud

Results


Solution walk through


Scorecard with key metrics from different Channels / Systems


Q&A

Neelesh RahejaVP Consulting Services, GNet Group

[email protected]@PracticalBI

Geospatial analysis of Visits vs Bounce Rate for focusing marketing spend by geography

mailto:[email protected]


Funnel Chart. Showing Ad impressions, Clicks, Page Views, Unique Visitors and Orders in a single chart. Data from Online Ads, webtrends and Backend ERP together


Ability to customize charts. Included Bounce Rate in the same chart to show online ad spend is increasing consumer engagement


- Understand what’s driving consumer behavior, engagement, demographics etc.


- See what people are looking for and see search engine conversion by phrase


Key Take Aways

1. Data + Standardization + Integration = Higher ROI

2. Focus shifts from reporting to analytics & insights

3. Information is valuable if it can be readily accessed – Self Service dashboards

Better use of marketing $’s

In Summary


Learn More Booth #11

Sharepoint + Webtrends = Happiness

Business

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