What is online? Offline?

Transcription

1 Splinternet

2 What is online? Offline? Web Windows Mobile Game Consoles Digital Asset FiOS TV Widgets Facebook Apps iphone Apps Android Apps

3 One person? Multiple channels? Windows Mobile Web Game Consoles Content & Function Facebook Apps FiOS TV Widgets Android Apps iphone Apps

4 The Splinternet

5 An enterprise marketer wants to be everywhere in every channel But only where it makes sense

6 Your platform is a formula Content Words, images, video The Platform Display Permissions, sharing, features Business Rules Size, user interface

7 Your platform needs to have

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10 OPENNESS

11 Flexibility of data collection 8 Web iphone Apps Android Apps Windows Mobile Facebook Apps FiOS TV Widgets Game Consoles

12 Across each channel 8 Web iphone Apps Android Apps Windows Mobile Facebook Apps FiOS TV Widgets Game Consoles Depth of event analytics Customers across all digital channels Customer-level data Data visualization Personalization

13 Marketers ask: -How should I allocate budget to different channels? -How many individuals saw my message across all channels? -How many different channels did someone use? -Those who use multiple channels, am I treating them the same?

14 Webtrends Answers

15 Webtrends Mobile Analytics Measure actual usage, not just downloads Compare iphone to Android to Palm to Results in context with other digital channels Accurate identification of mobile users

16 Webtrends Mobile Analytics Flexible reporting, analysis, and integration capabilities Easy to integrate tracking solutions Accurate identification of mobile users Mobile data collection supporting enterprise scale Expertise to support your success

17 Mobile Application Reporting Monitor top-line performance Understand adoption of specific features over time Category, screen, content level detail Retail ready Identify errors that interrupt your customers

18 Mobile Site Reporting Monitor top-line performance Assess and optimize effective drivers Optimize customer experience

19 Mobile App Analytics - Fandango Ease of integration, richness of data, and flexibility of data collection View of application adoption over time Show where customers are using app (location) Screen, category and asset (theater and movie details) Monitoring usage of features Tracking purchases and registrations

20 Mobile Site Analytics New York Times Understand adoption of m.nytimes.com in context with Understand popular sections and subsections; page type and sub-type Granular reporting to multi-page article level Understand device, platform, screen size, browser and likelihood to convert (read entire article) Identification of visitors consistent with the www site

21 Facebook Analytics Measure everything that happens inside Facebook Track apps, custom tabs, Flash, and ad conversions Results in context with other digital channels

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25 Webtrends Case Studies

26 Driving Online Sales Through Targeting We d love to convert more of our shoppers who visit multiple times without purchasing. - ECOMMERCE MANAGER WEBTRENDS Results: Increased revenue from improved purchase rate after browsing CUSTOMER MAKES BUYING DECISION OFFERS BASED ON PRIOR VISIT BEHAVIOR TRIGGERED SEGMENTS DATA SCHEDULER

27 Improve Customer Satisfaction/Value We need a 360 degree view of our customers across channels to serve them better. CUSTOMER RELATIONSHIP MANAGER EXTRACT TO ENTERPTISE DATA WAREHOUSE CUSTOMER VIEWS CLAIM ONLINE, VISITS MOTORCYCLE PAGE WEBTRENDS Results: Improved customer satisfaction & lifetime value CUSTOMER PURCHASES NEW POLICY CUSTOMER CALLS ABOUT CLAIM, REPRESENTATIVE DISCUSSES MOTORCYCLE POLICY INTEGRATION WITH CRM SYSTEM, CALL CENTERS, CLAIMS, AND ONLINE DATA

28 Grow/Maintain Brand Loyalty We need to engage consumers online to drive market share and product loyalty. - PRODUCT LINE MANAGER WEBSITE CONTAINS RECIPES, COUPONS, HEALTH TIPS, BLOG ADDRESS USED TO DOWNLOAD COUPONS COUPON: 75 BLOG: 40 RECIPES: 25 WEBTRENDS Results: Increased revenue and improved market share OFFLINE PURCHASE DIRECT MAIL, S PROMOTE BRAND, CONTENT, RELATED PRODUCTS INTEGRATION WITH CRM SYSTEM DATA SCHEDULER

29 Marketers NEED the customer intelligence to optimize the customer interaction Measurement of marketing in order to improve marketing Using visitor behaviors in order to drive action

30 Introducing: Bridging the gap between Insight and Action

31 Turning insight into action Personalization Multi-Channel Analytics Visitor-Level Analysis Segmentation Other Action Systems

32 Turning insight into action Collect data from Polaris.com website based upon what pages were visited Link return visit to prior visits Segment based upon position in sales funnel Personalization Programs from CRM tailored to where a visitor spent time on site Multi-Channel Analytics Visitor-Level Analysis Segmentation Other Action Systems Our dealers are seeing an increase in the quality of prospects they receive

33 Turning insight into action Identified touch (engagement) points on Renault.com and assigned values to those Ability to track and measure customer from the original banner click through to the car sale Segmentation around behaviors enabled what-if analysis Test & finetune website making the call to action standout Personalization Eg. Target customers that showed interest in a Cleo Multi-Channel Analytics Visitor-Level Analysis Segmentation Other Action Systems We needed more measurement and more information than purely aggregated counts of visits and visitors. Webtrends has successfully provided transparency in terms of actually working out what the Renault site does.

34 Turning insight into action Collect data from online app forms and online tools Understand conversions of visitors eg. Auto policy, but no home policy Segment based upon behaviors & online attributes Targeted programs based upon factory segments Personalization Integrating with CRM and call center data Multi-Channel Analytics Visitor-Level Analysis Segmentation Other Action Systems A holistic view of customers across channels is critical at Metlife

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40 Summary

41 Facebook is the Most Visited Website in the World vs vs 2.5B 2.0B 1.5B 1.0B 01/ /2009 * Compete.com comparing visits 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.

42 & 450,000,000+ 4,500,000,000+ Facebook Users Facebook Posts Per Week 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.

43 Webtrends Facebook Analytics Webtrends Facebook Analytics enables marketers to measure the return on their Facebook investment by gaining deeper visibility into fan activity and then placing it in the context of their other digital channels. Web Mobile Facebook FiOS TV Game consoles Video Webtrends Analytics Multi-channel visibility provides greater customer intelligence 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.

44 The Facebook Ecosystem Custom Tabs & Apps Ads Fan Page Wall 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.

45 Webtrends Facebook Analytics Capture all visitors and conversions throughout their entire Facebook visit Open Access to Facebook traffic capturing detailed transactional metrics Understand Facebook campaigns in the context of your other digital channels Web Mobile Facebook FiOS TV Game consoles Video Webtrends Analytics Multi-channel visibility provides greater customer intelligence 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.

46 Webtrends Facebook Analytics Custom Tabs Custom Apps Ads Links Flash Facebook Measurement Web Mobile Facebook FiOS TV Game consoles Video Webtrends Analytics Multi-channel visibility provides greater customer intelligence 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.

47 Distribuidor no Brasil: WEBTRENDS INC. ALL RIGHTS RESERVED.