Online Marketing & Media ’09 – Workshop


Webtrends Integrated Marketing Measurement
"Integrated analytics provides deeper understanding across your web presence not only onsite behaviour but beyond to Social Media Measurement delivering insight into opinions, needs, ideas and complaints expressed through blogs, tweets, comments, votes and more”.
Agenda:
Positioning Integrated Analytics 
Best of breed technology
Extending Analytics – Social Media
matraXis – Webtrends Partner
Advise, Support, Implement and Integrate to fit your exact needs
Analytics delivery, 
         -Acquisition
         -Conversion
         -Retention
Analytics integration - data warehouse, CRM 
Technology / architecture specialists
Cover across sectors
          -Public : LSC, National Archives, MOD, NS&I, Oxford University …..
          -Commercial : ING Direct, Thomson Local, E.On …...

Goals:
To enable marketers to optimise their marketing investments by providing solutions that:

create, build, and maintain profitable customer relationships.



Created the web analytics market 15 years ago
Countless industry firsts, including hosted solution
55 patents granted worldwide, 33 patents pending
State of the art data centers: never lost a byte of customer data
Global, dedicated solutions consultants and support
 “100% of analytics functionality,” - Jupiter Research 
The preferred choice for top analytics consultants

Credentials:
matraXis / webtrends– Best of Breed Integration
Webtrends: Solution foundation provides understanding
Social Media Measurement: Radian6 
Acquisition:
Email: Pure360, ExactTarget.  
Campaign: Aprimo
Conversion:
Content Management Optimisation: Maxymiser 
Conversation Assist: Parker Software, Talisma
Retention
User Experience: Tealeaf, Opinionlab 
CRM integration: MS CRM, Salesforce
Delivery:
Integrated Reporting: MSAS, Databeacon

Or put another way …..
We help you get the most out of your web site through the 
accurate, timely and efficient deployment of relevant technologies.

Elements for Success
Webtrends Integrated Marketing Measurement… in Action 
Automated, self-learning SEM
Optimises across all major search networks 
Secures brand-related keywords at optimum price

Collective visitor insight
Click-level tracking across domains 
“100% of analytics functionality,”  Jupiter Research 

Visitor-centric measurement, analysis, scoring
Enterprise-class, relational database
Streamlined data integration
Focused segmentation
Flexible reporting

Analysis Snapshot: Technology 

The Home Page Navigation Bottleneck 
Vertical Industries
Devlopers
Students
Gov. Agencies
Consumers
Enterprises
Educators
SMBs
Partners
Webtrends Visitor Acquisition and Retention
Capture and convert new visitors
Increase traffic, conversions across your site
Improve customer satisfaction, brand perception 
Maximise marketing investments

Microsoft.com, Webtrends Integration 

50 Microsoft properties on Webtrends

50 Microsoft properties on Webtrends
Massive scale, diversity
Increase visitor satisfaction, retention
Streamline navigation from home page
Increase traffic to other web properties

Ongoing analytics guidance and support 
Consistent metrics, practices 
Enhanced click-level tracking 
Customised KPIs and reporting 


Detailed view of customers, traffic patterns
Content and navigation enhanced across site
Improved conversion process across site
Popular content more prominently promoted
Improved on-site search 


Challenge
Solutions
Results
A Better Microsoft.com, Built with Webtrends 

Analysis Snapshot: Retail

Make Every Customer Count
Webtrends Retail Generator 
Acquire
Convert
Retain
Attract motivated customers
 SEO, PPC, Advertising
 Track networking sites, seeded content
 Convert abandoned carts
 Behavioural targetting 
 Cross-sell with search data

Score, remarket to valuable customers
 Targeted email, newsletter, SMS
 Social Media 
Built With Webtrends: 
ASOS Generates Sales, Converts Abandoned Carts  

Automated daily lists of email contacts

Ongoing analytics guidance, optimisation of profiles and reporting 
Increased conversion of abandoned carts

Results
One of the UK’s largest online fashion retailers

Analysis Snapshot: Consumer Goods

Build Engagement Over Time

Build Engagement Over Time
Webtrends CPG Engagement Builder
Build and maintain solution with dedicated services 
Attract better visitors 
Measure impact of online interactions
Build brand awareness, loyalty 
Nurture ongoing relationships  
Connect the dots between online and offline engagement


Built with Webtrends: 
Kimberly-Clark  Moves to Multimedia Brands 

Registrations up across brand sites 

Average 2x increase in time on web sites
 
Increased remarketing success rate
Analysis Snapshot : Finance

Webtrends Online Marketing Appreciation 
Reduce the cost of attracting motivated customers online.
Build lifelong customer relationships by adapting marketing to the different life stages of customers.
Improve the success of multi-channel sales strategies through close integration of online and offline marketing data.


Built With Webtrends:Online Banking 
Reduces Drop-Outs,  Boosts Online Referrals  

 Increased  online leads by identifying,   removing auto quote drop-outs. 

 Increased cross-selling to target segments. 

 Automated distribution of analytics reports, 
  in the user’s chosen interface 

 Integrated current web site data with legacy   systems.  
Results:
Analysis Snapshot : 
Social Media Measurement



(Pre Launch Sneak Preview)

Extending Analytics:Social Measurement
A self-service platform for pinpointing and participating in conversations about your products and brands wherever and whenever they occur on the social media web. 

Listen. Monitor social media conversations for notification of  brand mentions across millions of blogs, microblogs, video-sharing sites and other social media venues. 
Measure. Capture all of the buzz and clues impacting your brands on the social web; opinions, favourites, views, votes and links.
Engage. Workflow and engagement tools help you keep track of how the dialogue evolves.

Make better, more informed business decisions based on the insight you gain from social media. Plus integrate with your web site analytics and other enterprise data to gain a more complete understanding of brand perceptions

“Since we started back in 2007, we’ve earned more than $2 million in revenue at @DellOutlet attributed directly to our Twitter activity,”
Dell’s Stephanie Nelson
“The intelligence we’ve gathered through social media monitoring has been invaluable,” 
“What about Social Media in a recession? Bob  Pearson  VP Communities, states, “in a recession, social media becomes more important”. Dell sees a greater adoption in this kind of economic climate.

Geoff Knox, Supervisor, Global Operations for Dell’s Community Team.
Social Measurement

Approaching 250,000 followers Starbucks have a fantastic resource here for driving traffic towards their site, gaining customer feedback and reacting to customer trends.
Micro blogging has brought easyJet closer to customers, making them more reactive to customer needs and feedback

“Carnival uses Twitter to connect with online guests. We try to provide quick and helpful updates on platforms that people are comfortable with (i.e. on their terms). ”

consumers social media perceptions
From Technorati- State of the Blogosphere 2008

Social media is a key driver of brand awareness and affinity
twitter survey on brand perception
top ten reasons brands should listen to social media
our focus and approach
Three phases of an end to end program:
 Listening: Discovering real-time, relevant, impactful conversations
 Measuring: Monitoring, analyzing and tracking those conversations
 Engaging: Active dialog with customers and tracking/ tagging comments for further use

identify potential trends & news
Time Series – Level of conversation over the past 30 days.

identify potential trends & news
listen at the point of need
reporting and results
Example: 
Social Media Measurement

River of news
Top Influencers
Share of conversation  between 
Toyota vs. competitors 
Trending & Spikes
Workflow
Agenda:
Positioning Integrated Analytics 
Analytics – Backbone of Understanding
Best of breed technology
Extending Analytics – Social Media
info@matraXis.co.uk
+44 (0)20 8133 8323
www.matraXis.co.uk