Web Analitycs Wednesday Waw Paris Mai 2008

Web Analytics Wednesday Paris, 14 Mai 2008

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Unica at a glance

Founded in 1992, listed on Nasdaq (UNCA), SOX compliant

Profitable, revenue growth:30% average

Expected revenue FY 07/08 : >125 M USD

Leader of Enterprise Marketing Management (E.M.M)

More than 600 customers WW

Sales & Support through direct presence and channel

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Unica: expanding into Europe

United Kingdom

France

Germany

Spain

Belgium

Netherlands

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Enterprise Marketing Management SuiteEnterprise Marketing Management Suite

Campaign MgtPredictive Modeling

Marketing Resource Mgt

Behavior Detect°

Marketing Collaboration

Lead Mgt

eMessagingOutbound Mktg

NetInsightWeb Analytics

Insight Cross-Channel Analytics

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NetInsight for …

SEM/SEO Analysis Referrer Keyword Landing page Conversion Acquisition and cost analysis

Scenario Analysis Conversion funnel Contrast path analysis Next two clicks

Multi-dimensional Analysis Reporting ad-hoc dimensions and metrics Multi-dimension graphs/charts

Creating Custom Metrics

Segmentation Demographic/geography/behavioral Multi-variable filtering

Visitor Profiling Unique users drill-down

Cart Review Products Cart analysis

Content Analysis Local keyword search & conversion Content hierarchy Path review

A|B Testing

File Download Analysis

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Unique Benefits of NetInsight

Instant InsightInstant Insight• Easy to use/Navigate

• Easy to create new reports & KPI

Open Open • Integrate data on customers

• Integrate to Campaigns, CRM / BI

FlexibleFlexible• Adaptable for any tracking needs

• Database model fully open and documented

Turning insight into action!Turning insight into action!• Ability to identify triggers in support

of event-based campaigns

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No Need to Choose Between On-Demand vs. 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

Switch

Switch

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NetInsight’s Key Differentiations

• Not a point solution but a flexible application that evolves with your organization

• Flexible data collection, reporting, deployment

• Not just about Internet Advertising but cross-channel customer experience management

• Analysis to actions

• Not just about Web Analytics but Enterprise marketing • Cross-channel marketing methodology applied to online marketing

Web Analytics Wednesday Paris, 14 Mai 2008

Denis LacassagneSr Account Mgr., Emea

Quelle place pour l’analyse Web dans nos entreprises ?

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CONTENT / PUBLISHING

CUSTOMER SERVICE ECOMMERCE

LEAD GENERATION

Mesurer !Mais comment?

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Web SiteWeb Site

Web Analytics

PPC

Ad Serving

Affiliate

Live / WOM

EmailCustomers& Prospects

refine site

refine campaigns

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The Web Analytics Library

http://www.amazon.com/gp/reader/0470130652/ref=sib_dp_pt

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Page Views

Visits

Hits

Uniquely Identified Visitors

Unique Visitors

Incr

easin

g Val

ue O

f Dat

a

Volume of Available Data

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eMetrics (2000) Matt Cutler, Jim Sterne

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Measure

Analyze

Report

Execute

Cleanse Internal

Interpret

Plan

Capture

The Feedback

Loop

Source: Jim Sterne www.targeting.com

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The Web Analytics Heresy

“The numbers on their own are less interesting and less informative than changes in the numbers over time”.

Eric Peterson – Web Analytics Demystified

(Don’t Forget To Buy The Book!)

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Web SiteWeb Site

PPC

Ad Serving

Affiliate

Live / WOM

EmailCustomers& Prospects

refine site

refine campaigns

Mesurer !Dans quel objectif ?

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Let’s talk about…

http://www.time.com/time/magazine/0,9263,7601061225,00.html

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“You” is already going Cross Channel!

Engage

Transact

Fulfill

Service

Co

mm

erce

Lif

ecyc

leTouchpoints

WebCall

Center StoreDirect Mail eMail

Catalog Click & Mortar

Window Shopper

eCommerce

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Optimize Applications Application level & feature level

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Market Insight Understand customers & market

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Relationship Marketing Build Actionable Profile


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Maximize value ofapplication/site

Maximize value ofProducts, Offering,

Messaging

Maximize value ofCustomers

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Web Analytics Maturity Model

Mesurer !Qui travaille avec nos chiffres ?

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RelationshipMarketing

Brand Marketing

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Brand / Media Advertising(VP of Advertising)

Internet Marketing(VP of Internet Marketing or eCommerce)

Relationship Marketing(VP of Database or Direct Marketing)

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DirectMarketing

InternetMarketing

Publicité & BrandMarketing

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InternetMarketing

Publicité & BrandMarketing

DirectMarketing

Mesurer !Qui seront les professionnels

de demain?

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Online Web Analyst

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Offline Marketing Specialist

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The Creative Mind

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Internet Marketing

Internet Marketing Evolution

Relationship Marketing

Interaction dataMarketing data Webdata

1 Site optimization

2 Marketing ROI

3 Action at individual level- On site behavioral targeting- Email

4 Cross channel marketing

Customer Decision Engine

On SiteBehavioralTargeting

Campaign Management

Inboundinteractions

Outboundinteractions

EventDetection

Webanalytics

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Témoignages lus sur vos blogs

“La culture du chiffre n’est pas facile à imposer dans un monde cadenassé par des agences où ce sont les créatifs qui mènent la barque.”

“Les responsables de site ont été maintenus un certain temps dans une position infantilisante, et aujourd’hui, ils redécouvrent que leur site peut être optimisé au-delà des refontes complètes et coûteuses, en se concentrant sur du testing et de la web analyse…”

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Components of a Dialog

Listen

Understand

Speak

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The missing link…

Internet Marketing

RelationshipMarketing

Web & Customer Analytics

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Multichannel Marketing Metrics

Akin Arikan

Blog: www.MultiChannelMetrics.com

http://www.multichannelmetrics.com/

Web Analitycs Wednesday Waw Paris Mai 2008

Economy & Finance

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