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WEB ANALYTICS TO IMPROVE DIGITAL MARKETING EFFORTS
weBlend - Comma | 18 September 2014
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Ingrid Rennoire Business Intelligence
consultant At weBlend – Comma Group
More [email protected]/in/ingridrennoir
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What’s Web Analytics?
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Do not be afraid of Web AnalyticsLove it!
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Internet usage & trends
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Web Analytic & data is becoming a necessity
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Go for « Digital Analytics »
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From Business Intelligence to advanced analytics
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Before Now
• Clicks
• CTR
• CPC
• Push
• Unique message
• Social presence
• Conversions
• ROI
• Consumer life cycle
• Dialogue
• Personalisation
• Social media Marketing
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Functional trends
• Data visualisation
• Funnel and goals modelling (first and/or last click)
• Testing (A/B and multivariate)
• Standard and customized reporting
• Multichannel attribution for marketing purpose
• Benchmarking or competitive intelligence
• Tag management
• Integrated mobile metrics & social metrics
• Real-time
• Predictive ability
• CMS integration
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Benefits?
• A better understanding of user demographics
• Optimization of on-site user behaviour
• Greater ability to monitor site performance and usability
• Increased measurability and marketing effectiveness
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Forrester wave
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The top 3
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• Combines Adobe tools into a single solution
• Includes roles-based data access and workflows
• 2 versions: Standard and Premium (including Multichannels
analytics)
• Data collected and analysed at the individual level
• Data segmentation can also occur on the cloud-level
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• A module-based platform integrating Unica and Coremetrics
• Add-on modules include:
• Impression Attribution
• Lifecycle
• Multisite
• Digital Recommendations
• Data stored in the cloud
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• Modular platform designed to provide multichannel data
collection, analysis, reporting, and campaign optimization
or management.
• Individually priced tools include:
• Analytics
• Action Center
• Optimize
• Streams
• Segments
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The challengers
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•Modular platform that offers real-time and customizable analysis of
navigation, traffic sources, behaviour, goals, technology, and Geolocation.
•Add-on modules available:
• SalesTracker
• ChannelOptimizer
• Observer
• BuzzWatcher
•All data collected at the individual level
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• Offer sophisticated data analysis and integration capabilities
• Universal analytics provide a single, customizable view of customer touch points
• Data collected at the individual session and individual hit levels
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• Understand fully how customers interact with your web properties• Target the right customers at the right time• Personalise interactions with individual customers
SAS Adaptive Customer Experience include:• SAS for Customer Experience Analytics (CXA)• SAS Customer Experience Targeting (CXT)• SAS Customer Experience Personalisation (CXP)• SAS Marketing Automation (MA)
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21
How to achieve success thanks to Analytics?
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“Define your Analytics
approach”
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Measure your Digital Analytics Maturity
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Define your goals
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Choose YOUR solution
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“Implement the solution”
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Personnalise the tool
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“Analyse your data”
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Dashboard
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“Optimise your activity”
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Think performance
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Questions?
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www.weBlend.beMember of Comma Group
[email protected]/99.41.43
Avenue des Arts 46B-1000 Brussels (Belgium)
Thank you!