Scott Ollivier Director, Product Management Responsys

Transcription

1 & Web Analytics: The Killer E-Commerce Marketing & Measurement Combo Scott Ollivier Director, Product Management Responsys Agenda for this Session Educate the group on why and web analytics are becoming the killer marketing combo Share strategies for web analytics-driven marketing programs Showcase the ease of combining these two key technologies Interactive Q&A session with our panel of experts Scott Ollivier, Director of Product Management, Responsys Barry Stamos, Sr. Director of Strategy, Responsys Melissa Shaw, & Lifecycle Marketing Guru David West, Sr. Sales Engineer, Omniture 1

2 FREE Whitepaper: and Web Analytics Responsys and Omniture expert tips and best practices. Detailed application examples for various verticals Integration guidelines Customer success stories Simply drop your business card in the fishbowl You ll receive our whitepaper within two weeks We ll include Q&A that we receive from you today A Better Targeting Tactic for Marketing The Problem: s are still not as effective as they could be Towards a Solution: Success is a matter of the relevance and timing of any offer Technologies such as personalization and segmentation are effective, but don t always have the immediacy needed to achieve the highest levels of relevance. The Next Step: Tying website behavior to marketing campaigns combines personalization with the immediate knowledge of the visitor activity. This helps us take action based on not just who the visitor is but also what are they interested in now? 2

3 Consider the Options for Increasing ROI If possible, basing content on user details is as close to a can t miss as there is in online marketing MarketingSherpa Marketing Benchmark Guide 2007 Behavior-based Marketing Strategies 3

4 Key Behavior-Based Strategies Abandonment Abandoned Cart Offers Offer Testing / Communication Cadence Testing Post Purchase Up-sell and Cross Sell Campaigns Browse Product Category Browsed Sub Category Browsed Browsing Frequency and Recency Abandonment Marketing Strategies Strategy Remarket to visitors that have abandoned a shopping cart or registration process Web Analytics data points Products abandoned Categories abandoned Visit recency Amount of abandoned cart Depth of purchase consideration 4

5 Abandoned Cart Marketing Program Example Post Purchase Marketing Strategy: Leverage purchase event information to up-sell or cross-sell other products Web Analytics data points: Products purchased Categories purchased Amount of purchases Affinity models 5

6 Post Purchase Marketing Example Browse Behavior Marketing Strategy: Remarket to visitors that have browsed particular site areas at some key period in the past Web Analytics data points: Pages viewed Sections viewed Products viewed Categories viewed Depth of visit 6

7 Browse Marketing Example How do you make this happen? / Web Analytics Integration 7

8 The Killer Combo: and Web Analytics Question: We ve seen many studies indicating that using your knowledge of visitor behavior with can increase conversion and revenue metrics. But how can this be accomplished, especially when each component is often a separate outsourced piece of software? Answer: Look for web analytics and platforms 4 Flexible data models and integration options 4 Easy configuration of automated data import / export processes platform with strong personalization and dynamic content features Web analytics platforms with individual level tracking sophisticated commerce reporting and campaign management tools Closed Loop Integration and Optimization Develop Campaign and Launch Message Elements Tagged Campaign ID Recipient ID Optional parameters for: Segment ID Link Placement Automated Data Feeds Behavioral data: for segmentation and message triggering Site and product data: message personalization Optimize Visit from Campaign Visit ID from = News Recipient Campaign ID = ID = News Segment Recipient = Cell AID = Segment = Cell B Analyze Campaign Performance Data Captured Browsed Purchased Abandoned Registered Downloaded 8

9 Best Practices for Integration Decide on a visitor identification strategy Consider how visitors are identified as they browse the website Maximize visitor identification: large audience for re-marketing efforts Use Customer ID, CRM ID, etc. Use address as a last resort. Setup your campaigns for intelligent tracking Links to website should contain parameters that will be tracked across visit 4 Campaign identifier 4 Visitor identifier (should be dynamically inserted) 4 Additional desired parameters (segment, etc.) Instrument your website for campaign and visitor tracking Modify appropriate web analytics vendor plugin code to track incoming campaign and visitor identifiers Automate transfer of segmentation and other website data Product Browsers, Product Abandoners, Product Purchasers Prospects that complete some success event Enable integrated reporting by web analytics vendor Transfer campaign metrics to web analytics vendor Visitor Identification Strategy Decide When and How you identify and track visitors. When How 4 If the visit originates from an link, you already know the recipient, so you should be able to start tracking that visitor immediately. 4 If the visit originates from the web, at some point they identify themselves (via a login or registration). 4 Ideally, track the visitor by a Customer or CRM ID 4 address is more problematic θ Privacy concerns. You don t want to pass the address as an identifier in the links θ address can change 4 Once identified, place this ID in the a web analytics variable for visitor tracking. This enables visitor segmentation by the web analytics vendor. 9

10 Easy Setup of Tracking Parameters in Responsys In order to track Campaign and Recipient, links in need to have the right tracking information You should not have to hard code these in your creative content With Responsys, you can customize your account for Omniture tracking information Campaign parameter Visitor parameter What Else Can You Take Advantage of? Omniture has a very flexible framework for tracking custom commerce variables. Consider inserting other recipient parameters for collection and tracking by Omniture. For example, provide a variable that defines the recipient s segment or cell code and use that for a more fine grained campaign report in Omniture Compare Conversion Rates and Revenue within a campaign for Segment A versus Segment B Responsys makes this dynamic variable insertion in links easy. 10

11 Setting Up Tracking Parameters for a Campaign Enable tracking parameters for particular campaign Campaign Message Identifier: rmid Dynamically inserted customer identifier: rrid Take Advantage of Dedicated Partner Support Wizard-guided configuration of integration between the web analytics platform and campaign management platform 11

12 Integration Brings Data to Marketer s Fingertips Standard data transfer Standard remarketing: Purchasers Abandoners Browsers Custom Segments Omniture Integrated Campaign Reporting Re-Marketing Campaigns Use Campaign Management tools Business Rules for Message Scheduling 4 Deliver x days after website event (abandon, purchase, browse) 4 Subject to Exclusion or Governance rules Dynamic Content Modules 4 Product specific content 4 Offer content rules (based on product amount or nature of website event) Devlop/Publish Program and Monitor Performance 12

13 Omniture Integrated Reports Parting Thoughts Have a clear strategy for visitor identity tracking. Maximize your audience. Use subtle business rules for your targeting and offer messaging. Avoid the Big Brother perception. Test and optimize Consider a multi-channel approach: targeted Print on Demand or Mobile Messaging (SMS) Experiment with new metrics and segmentation approaches to better understand how segments behave on your website 13

14 Customer Spotlight: Intrawest Randy Cuff Director of CRM Development & Marketing at Intrawest Intrawest Corporation Intrawest Corporation is the world s leading developer and operator of village-centered resorts. Intrawest owns or controls 36 golf courses and ten mountain resorts and employs over 20,000 personnel. Questions? See Randy at our Interactive Session after this presentation Questions? 14