Unified Analytics Webtrends for Web Social and Mobile
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Transcript of Unified Analytics Webtrends for Web Social and Mobile
8/2/2019 Unified Analytics Webtrends for Web Social and Mobile
http://slidepdf.com/reader/full/unified-analytics-webtrends-for-web-social-and-mobile 1/8
WHITEPAPER / ANALYTICS
UNIFIED ANALYTICS FOR
WEB, SOCIAL AND MOBILE
®
8/2/2019 Unified Analytics Webtrends for Web Social and Mobile
http://slidepdf.com/reader/full/unified-analytics-webtrends-for-web-social-and-mobile 2/8
WHITEPAPER / ANALYTICS 2
UNIFIED MARKETING PERFORMANCE:MAXIMIZING RETURN ON DIGITAL MARKETING CAMPAIGNS
At a Glance
Business Trend
• Digitalmarketinghasenteredanew,fragmenteduniverse,amultiplechannelgala xyofweb,socialand
mobileplanets.
• Consumeradoptionofsocialandmobileisespeciallyfastandfurious,rampingupfasterthanpast
channels,puttingbrandsandchiefmarketingofcersunderpressuretounderstandconsumersandmeet
demand.
• Thisfragmentationisdisruptingthemarketinglandscapeandpresentingnewchallengesfordetermining
investmentandmeasuringeffectiveness.
At Issue
• Manyofthesamechallengesfaced15yearsagowhencompan iesbeganwebmarketingareatissue
todayinsocialandmobilechannels.
• Brandsarejumpingonthesocialandmobilebandwagonstomeetdemand,butintherushtogetthere
arebypassingthefundamentalsofdigitalmarketingplanning.
• Eachdigitalchannelhasitsownmeasureofsuccess,butmanymarketersareunawareofwhatto
measureandwhichkeyindicatorsareimportant
Business Solution
• Astrategythatincludesmeasurement,testing,targetingandoptimizationisarecipeforsuccessinsocial
andmobilechannels,justasitiswithwebsites.
• Knowingwhatandhowtomeasureeachchannelcansetthestageforcontinualimprovement,customer
engagement,andconversionandrevenue.
• Advancedtoolsthatallowdatatobeanaly zedandoptimizedacrossallchannelsofferthebestbusiness
caseforachievingmarketingperformancebygettingmeasurablereturnonmarketingdollars.
CHALLENGES OF THE NEW DIGITAL MARKETINGLANDSCAPE
Anenormouswaveofdiversityhashittheshoresofdigital marketers.Withthefastandfuriousadoptionof
Facebook,Twitterandsmartphones,consumerdemandforsocialandmobilechannelshashitmarketinglikea
tsunami,catchingmanybrands–andtheirCMOs–unpreparedtomanageexpectationsinthisnewdigital
landscape.
Witheverynewchannelcomesanewsetoftechnolog ies,contentclassication,standardsandmeasurements
thatmustbeunderstoodandincorpo ratedintomarketingprograms.Anddevelopingnewchannelsrequiresa
levelofinvestmentthatoftenrequiresjusticationtotheexecutiveboard.Howcanbrandsknowwhichnew
channelswillbeworththeirtimeandresources?
8/2/2019 Unified Analytics Webtrends for Web Social and Mobile
http://slidepdf.com/reader/full/unified-analytics-webtrends-for-web-social-and-mobile 3/8
WHITEPAPER / ANALYTICS 3
The Fragmentation of Customer Touchpoints
InMay2011,WebtrendscommissionedForresterConsultingto
studythephenome nonofthe"splinternet,"atermForrestercoined
todescribehowdigitalinteractionshavemovedfrombeingprimarily
site-centr icjustafewyearsagotobeingsplinteredacrossmultiple
channelsanddevices.Thestudyyieldedthreekeyndings:
1. TheSplinternetdisruptsthemarketinglandscape,butadaptingtoamultiplechannelenvironmentiscritical.
2. Marketingstrategiesneedareboottomeetexpectationsofsophisticatedconsumers.
3. Multi-channelsuccessrequiresunderstandingofuniedcustomerbehavioracrossallchannels.
Success Looks Different Over Here
Addingtothesenseofdisruption-andconfusion-isthatsuccesson
socialandmobileplatformsismeasureddifferentlythansuccessis
measuredontheweb.
Forinstance,webperformanceismostoftenmeasuredinvisits,page
views,click-throughs,duration,etc.Socialplatformsuccessisseenin
"likes,"posts,comments,sponsoredstories,re-tweets,etc.;while
mobileisseenthroughthelensofdownloads,usage,QRcodeusage,
orevenasatoolforpayment.
Becausetherearesignicantdifferencesintechnologiesacross
platforms,therearedifferencesinthewaycustomerengagementis
performed.Asthesechannelsadvanceandmoretoolsandapps
becomeavailableineachplatform,whatismeasured–andhowitis
measured–isimportanttohowsuccessismeasured.
The new multi-channel ecosystem, spurred by consumer demand and sophistication, is disrupting the digital marketing
landscape and making it difcult to measure effectiveness and evaluate overall performance.
“Get ready for mobile now.
Begin evaluating mobile
channels and establishing
benchmarks to ensure that
your organization is ready
to expand into mobile once
it hits the tipping point with
your target customers.”
Source: Recommendation from “The
Implications of the Splinternet and
Future of Web Analytics.” A Forrester
Consulting Thought Leadership Paper
Commissioned by Webtrends in
September, 2011
8/2/2019 Unified Analytics Webtrends for Web Social and Mobile
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WHITEPAPER / ANALYTICS 4
HOW TO MEASURE FOR DIGITAL MARKETING SUCCESS
Marketersseethesplinternetasanopportunitytodelivermoretargetedandrelevantcommunicationsfor
increasedcustomerengagement.Eachnewchanneloffersanotherwaytoacquirecustomersandincrease
loyalty.Yet,68percentofbrandsenterthesenewchannelswithoutaplanforsuccess.
Lessons learned from the web
Fiftee nyearsago,thewebwasemergingasanewmarketingchannel.Companiesdevelopedawebsitenot
knowingwheretheywereheadedwithitorhowtomeasureitseffectiveness.Andmanycompanieswere
reluctanttoenterthechannel,notknowingifitwouldbringvaluetotheircustomersorbeworththeinvestment–
atthattime,averyexpensiveundertaking.
Thesamechallengesarepresenttodayinsocialandmobilechannels.Butlessonslearn edandtoolscreatedfor
measurementandoptimizationofwebsitescanbecarriedforwardintothesenewdigitalarenas.Measurement
enable sbrandstoputastrategyinplaceandplanforsuccess,onestepatatime.Measur ingeachchannel
strategicallygivesbrandstheabilitytocompareresultsacrosschannelsandintegrateresultsforauniedviewofoverallmarketingperformance.
The Digital Marketing Maturity Model: Crawl, Walk, Run
Enteringanewchannelwithoutaplanforsuccessthatincludesmeasurementandoptimizatio ncanbecostly,
especiallyifyou're"justexperimenting".Thinkingthroughgoalsandsettingexpectatio nscaneasetrepidationof
enteringanunknownchannel,andinsteadsetapathtowardanewmarketingopportunity.
Toplanforsuccess,brandsareadoptingathree-stepprocess,whichcanbethoughtofasthe"crawl,walk,run"
process,anditinvolvesmeasurement,testingandtargeting,andnurturingandeffectiveness:
Forrester’sstudyyieldedthreekeyndings:
1. Crawl:Thisisanoperationa lreportingstage,wherebrandsmeasurewhatmatterstoacompany'skey
perfo rmanceindicators,suchasadoptionofappsoracquisitionoffans.
2. Walk:Testingandtargetingallowsbrandstoapplyinsightsfrommeasurementtobuildengagementand
improvethecustomerexperience.
3. Run:Nurturinguserswithtargetedmarketingresultsinconversio nsandrevenue,providingbrandswitha
truepictureofmarketingeffectiveness.
Thisprocessisnotonlyarecipeformarketingsuccess,it'sapathforgainingmaturityinalldigitalchannels.
SOCIAL MARKETING: CONNECTIONS THAT COUNT
Socialmediaitselfischanging.Faceboo khasbeenprimaril yknownasacommunitysitewherefriendscould
communicateandfanscouldengagewiththeirfavoritebrands.ButFacebookhasevolved.Injustashorttime,
Facebookhasbecomeapowerhouseofadinventory,morethanYahoo!,Microsoft,FOXandAOL,withnearly
180billionU.S.displayadimpressionsalone.Itisnowaperformanceenvironmentlledwithmediaandad
campaigns,click-throughs,conversionsandrevenuestreams.
8/2/2019 Unified Analytics Webtrends for Web Social and Mobile
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WHITEPAPER / ANALYTICS 5
Strategieslearne dthroughonlineanddatabasemarketingcanalsobeapplie dtoFacebo ok:Fansare100
percentopt-insubscriberscomprisedofcustomersandpotentialcustomers;Adunitsareemailcampaigns;
Appsarelandingpages;andtheFanPageisawebsite.Andjustaswithonlinemarketing,campaign
performancecanbemeasured,tested,targetedandoptimizedtogainenhancedresultsandfanengagement.
TomakeFacebookconnectionscount,itisimportanttofollowthecrawl,walk,runprocess:acquisition,
engagementandnurture,withnurturebeingthelevelthatbringsmostvalue,eitherinconversionsorrevenue.
Crawl:
Acquisition/Adoption
Walk: Testing, Targeting/
Engagement
Run: Nurture/
Effectiveness
Target Strangers,customers
andfriendsoffans
Fans Fans
Destination Fanpageorsite Fanpageorapp App
Goal or Value Buildfanbaseortrafcfor
yourwebsite
Buildafnityandboost
sponsoredstories:"people
aretalkingaboutthis"
Monetizebasewith
targetedads(adsfor
fans)
Metric Facebookassetor
externalpage
Sponsoredstoriesor
targetedads
Externalwithcampaign
IDs
Inthebeginning,brandsfocusonfanacquisition.Onceabaseisbuilt,thefocusturnstoengagement,butitis
importanttoconsiderthenuisancesofFacebook.ThesiteusesanalgorithmcalledEdgeRankthatmakes
relationshipswithfansthehighestpriorit y.Iffansaren’tactivelyengagingwithafanpage,thenwallpostsaren’t
includedinnewsfeeds.
Activit ythatactivelyengagesfansandtheirfriendsareontopicsthatare
funtotalkabout,suchastravel,media,sports,fashion,luxurygoods,
cars,blogs,etc.,thatareeasilysharedandcommentedon.Conversely,
wallpoststhatuselanguagesuchas“percentoff,”“sale,”and“coupon,”
attractlowestratesoffanengagement.Thatsaid,ifthereisbudgetto
advertise,Facebookadsareahighlyeffectivemediumforacquiringfans
andbuildingasolidfanbase.However,unliketraditionalpay-per-click,
moreisnotbetteronFaceboo k.Thebroaderthereachthelessrelevant
adunitswillbe.
Facebook’sadinterfaceallowsbrandstobeveryspecicwithadtargeting.Considertheresults:coldtargeting
click-throughrates(CTR)foradsaverage.05percent,whiletargetedadsgaina.35percentCTR.That’s7X
greater,andameasurementofsocialmarketingmaturity.
MOBILE MARKETING: DEMONSTRATING VALUE
Mobiledevices,fromsmartphonestotablets,havebecometheremotecontrolsfordailyliving.Usageisbigand
rampingfast,andglobalbrandsarerushingtoinvestbillionsofdollarsinmobileapps,sitesandadvertising-even
Social Marketing Maturity Model
Cold call targeting
averages .05 percent CTR.
Ads for Fans reap a .35
percent CTR. That’s 7X
greater.
8/2/2019 Unified Analytics Webtrends for Web Social and Mobile
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WHITEPAPER / ANALYTICS 6
beforetheyhaveamarketingstrategyinplace.Aswithotherdigitalchannels,knowinghowcustomersareusing
mobileisvitaltodeterminingwheremarketingbudgetsandresourcesarebestspent.
Settingupaplanformeasurementbeforelaunchinganapporamobileadcampaigniskeytoasuccessful
endeavor.That'swhyit'simportanttoknowwhatmetricsaremeaningfulateachstageofmobilemarketing.Initial
metricsdiffe rslightlythanthoseforsocialmarketing,buttheplanforsuccessisthesame.
Againusingthecrawl,walk,runanalog y,mobilechannelsuccessisathree-stagemeasurementprocessof
adoption,engagementandeffectiveness,acontinuousprocesswherebrandsgainandidentifyusers,learntheir
behaviors,iterateofferings,measureeffectiveness,andimproveefforts.
Crawl: Adoption Walk: Engagement Run: Effectiveness
OperationalReportingMetrics MeasureUsageandDoTesting InsightandOptimization
Countappdownloads Frequencyofvisitsandvisitors Understandmechanicsand
driversofconversions
Siteorappvisitors,sourcesof
trafcandSMSsubscribers
Depthofuse–event/visitor,
duration,SMSandQRresponse,
sharing
Improveeffortsbasedon
engagementinhigh-value
activities
Appusage(percentageof
downloads)
Retentionrate(percentageof
returningvisitors)
Expandtestingefforts
Geographicdistributionofvisitors Developprograms,sitesandapps
arounddatainsights
IntegratemobiledataintoeCRM
It'sclearthatthenumberofdownloadsorsitevisitsisjustthebeginningofmeasuringmobilesuccess.Are
customersusingtheirphonesandiPadsonTwitter,Faceboo kortexting?ForQRcodes,banking,purchases,comparisonshopping,readingthenews,locatingarestaurant?Orhavetheyignoredyourappcompletely?It’s
importanttoknow.Themoredataavailable,themoreopportunit ythereisforconsumerengagementthatis
meaningful,inuentialandultimately,protable.
Whilebrandsarequicklyengaginginbothsocialandmobilemarketing,neithereffortshouldbetreatedas
stand-aloneactivities,butratherascomplementarytootherdigitalchannelactivities.
NOT ALL MARKETING MEASUREMENTTOOLS ARE CREATED EQUAL
Whileitcanbetemptingtouseafreeanalyticstool,itmaydeliver
inadequ ateorinaccuratemetrics,whichcangivebrandsafalseor
incompletereadingonimportantmilestones.
Forinstance,thereareanalyticsprogramsthatcanonlymeasureAndroid
orMicrosoftsmartphones.Ifyouknowforcertainthatcustomersuse
onlythoseplatforms,thenmeasurementsmaybefairlyaccurate.Butin
therealworld,consumersuseawiderangeofsmartphoneplatforms–
Mobile Measurement Maturity Model
“ Webtrends has given us a
better way of spending our
marketing dollars, and the
better I spend them and
create Return On
Investment, the better off
we are as a business. ”
TED SCHWEITZER
Director, e-Commerce,
La Quinta Inns and Suites
8/2/2019 Unified Analytics Webtrends for Web Social and Mobile
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WHITEPAPER / ANALYTICS 7
you'llwantamorecomprehensiveanalyticstoolthatcanprovidedataonallmobileplatforms.
Measur ingresultsonFacebookcanbeachalle nge,too.iFrames,anHTMLstructurethatallowsanexternalpage
tobeembeddedwithinanotherpage,can'tseecampaignIDsinthereferringlinkfromanadorpostinFaceboo k.
Thisrequiresatrackingoranalyticstoolthatsupportspassingappdata,allowingbrandstotrackaFacebook
campaign,justasisdoneonawebsite.AndtofollowaFacebookvisitorthroughtoanotherproperty,suchasa
website,theanalyticssolutionhastosupportcross-domaintracking.
Open platform enables deep channel measurement
Richdataisneededto
measureareturnonmarketing
investment.Arobustanalytics
solutionrecognizesthe
differencebetweenchannels,
providesdeepmetricsfrom
eachchannel,andthen
enablesgraphicalreporting
acrossallchannels.This
meansusinganopenanalytics
platformthatisdesignedto
accommodatethepeculiarities
ofdiversetechnologies.
Withopenplatform,brandscancompareandcontrastdataacrossalldigitalchannelsforauniedviewofoverall
marketingperformance.Anopenplatformalsogivescompaniestheabilit ytoincorporatedataintocustomer
relationshipmanagementtools.
UNIFIED ANALYTICS = MAXIMIZING RETURNS ACROSSCHANNELS
Marketersarewarilynavigatingtheirwaythroughthedigitallandsca pe.Whileuncertaintyisafactorchallengin g
eventhemostseasonedbrand,fragmentationpresentsopportunitiesforcustomerengagementonmanylevels.
Aconcernaboutareturnoninvestmentisavalidone,andtheissueismadeevenmorecomplexbythefactthat
thereisnoconsistentmetricacrosschannels.However,byfollowingthisfour-pointrecipefordigital marketing
success,brandscanachieveacompetitiveadvantage:
• Collectdataacrossallyourdigitalchannels
• Measureandimproveonlineuserexperienceacrossyourwebsite,socialmediachannels,andmobile
devices
• Segmentyourcustomerbaseaccordingtoonlinebehaviorovertime
• Optimizeanddeliverthemostrelevantcontentandpromotionsthatdrivesyourcustomeracquisition,
conversion,retentionandengagement)
Being able to compare, contrast and unify
data from web, social and mobile channels
requires an open platform analytics solution.
8/2/2019 Unified Analytics Webtrends for Web Social and Mobile
http://slidepdf.com/reader/full/unified-analytics-webtrends-for-web-social-and-mobile 8/8
WHITEPAPER / ANALYTICS 8
About Webtrends Inc.
Webtrendsisthegloballeaderinuniedmobile,socialandwebanalyticsandengagement.Wehelpmarketerscreate,measureandimprovecampaignsfor
morethan3,500globalbrandsincluding:TheNewYorkTimes,Microsoft,BMW,RIM,ChinaTelecom,ChinaMobile,CCTV,TencentQQ,Hitachi,The
AssociatedPress,HSBC,Barclays,VivoCellularandPetrobras.Ourleadershipextendsbeyondthewebanalyticsindustrywefoundedtothemeasurement,
optimizationandintegrationofalldigitalcontentandcustomerintelligence,includingwebsites,socialmedia,mobileandpaid-searchadvertising.
WebtrendsisaregisteredtrademarkofWebtrendsInc.intheUnitedStatesandothercountries.Allothertrademarksandregisteredtrademarksarethe
propertiesoftheirrespectiveowners.
851 SW 6th Ave., Suite 1600 Webtrends Sales Europe, Middle East, Africa For ofces worldwide, visit:
Portland, OR 97204 1.888.932.8736 +44 (0) 1784 415 700 www.Webtrends.com1.503.294.7025 [email protected] [email protected]
fax: 1.503.294.71 30
Digitalmarketingstartswithasolidplanformeasurementandoptimization.Webtrendsisbuiltonanopen
platformandhasthecapabi lityoffunnelingseparatechanneldataupwardintoaholisticviewofthemarketing
landscape.WorkingwithWebtrendsishowmajorbrandsachievethepowertoconnectwithcustomersin
meaningfulways,whileunifyingtheirmarketingintelligenceandjustifyinginvestment.
Callus,let’stalk.
NorthAmerica–877.932.8736
EMEA-+44(0)1784415700