fueling interactive marketing · fueling interactive marketing by going from web analytics to...

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Business Intelligence NIC NI Confidential 1

Fueling Interactive Marketing by Going from Web Analytics

to Customer Analytics

February 3, 2011

Business Intelligence NIC National Instruments Confidential 2

National Instruments

Leader in computer-based measurement and automation

•5,000+ Employees Globally•1,000+ Different Products•Direct Operations in 40 Countries•Sell Products to 30,000 Companies in 90 Countries•Annual 2009 Revenue of $677 Million

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Part 1: Web Traffic Data

Not Just for Web Analytics

Michelle RutanFebruary 3, 2011


ni.com

1,000,000+ pages 9 languages

500,000 + monthly referring

keywords

15+ implementations

of faceted navigation

150+ custom page events,

meta data and elements

Multiple functions: eCommerce, support, company information,

support sales team

Hundreds of people creating

content

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Ideas for Improving Contact Management

Web Traffic Data

Recency and Frequency(peoples visit

history by date)

Engagement(Score based on online activity)

Person/Page Details

(logs of who visited what

pages)

Essence(Summary of

Visits)


Regency and Frequency• Updated Data Warehouse with a contacts

Last Activity Date including web activity– Increased Marketing and Sales visibility into

regency of activity

BI NI Template.pot




Web Traffic Data


history by date)


Person/Page Details


pages)

Essence(Summary of

Visits)


Engagement• Focused on PreSales Web Engagement

Score– Added to a contact in Data Warehouse

– Give high-level visibility to a contacts web activity– Used as a factor in Lead Scoring

– Increased prediction of model by 22%

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Web Traffic Data


history by date)


Person/Page Details


pages)

Essence(Summary of

Visits)


Person Web Details• Creating a view for everyone to see by

person/company what pages they viewed and when

• Standard reports for sales on their top accounts on web activity– Used for prospecting and improving

relationship with account– Sales people have been aligned by company

to utilize these lists

BI NI Template.pot




Web Traffic Data


history by date)


Person/Page Details


pages)

Essence(Summary of

Visits)


Essence Definition

The central meaning or theme of a [email protected] Essence Score

tpc 2512 5.1

tpc monitor 5.1

ni pxi 5142 4.4

5661 4.0

pxi-5142 3.3

labview hmi 2.9

touch panel 2.9

industrial touch panel 2.8

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Essence OpportunityKnown Web Visitors

(300,000 )

Leads (20,000)

Engage Sales(4,400)

1,300 Orders

Leads (20,000)

Engage Sales(7,400)

2,220 Orders

22%

30%

1%


Essence Challenge

1. Size and complexity of traffic data2. NI has over 6,000 part numbers3. Sells to 30,000 companies in 90 countries4. No industry represents more than 12% revenue

How do you get insight into what prospects are interested in?

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Essence


Essence Success

• Database Marketing – Lists perform at or above what traditional lists

perform• Reports for sales on areas where we don’t

have traditional marketing programs– Used for prospecting, resulting in visits, quotes

and orders

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Part I, Cliff Notes

Dan DeMichele, Product Director Analytics


Clicks

KillerMarketingLists

Michelle,

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Components:1. Data Collection

2. Sessionizing & Business-Logic

3. Data Storage

4. Reporting and Analysis

5. Integrations of data into or out of other systems

How Web Analytics Works

Visitor activity

Purchase, fill out a form, pay a bill, etc.

Reports and analysis

Serve Web pages

Page and event tags

Log files

Web data store

Sessionizing & Business Logic

Integrationsinout

A Page View is…what the name says

An Event is… an activity within a page


Tracking Beyond Page Views: Tagging Product Views and Events within a Page

For example: – Shopping carts– Form fields– Colors– Scrolling

Call a W.A. vendor’s various event tagging functionsPass extra event information as a parameter

– Often called “custom variables”

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Tagging Web Sites Built with Ajax or Flash

• With some vendors, this works the same way as tagging page events

• AJAX = JavaScript based

• Flash is ActionScriptbased

• In both cases a Unica event tag function is called to pass information

Flash

Ajax


Capturing Site Search Keywords Used by Visitors

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Log or tag data Their entry/exitpages

Where they came from

What theylooked at

What theypurchased

What countrythey are from

Length of their visits

Who they are

What banner ad they clicked on

Key Session / Visitor Info Is Hidden in Raw Click by Click Data


“Sessionize” based on best available criteria, typically:User login nameCookiesParameter values (e.g.: in mobile phones, a Subscriber ID)Fall back to a “finger print” based on IP address and Browser/OS type

Web DataWarehouse

Step 1: SessionizationClicks ⇒ Visits / Sessions

Session 1

Session 2

Session 3

Session 4

“Sessionization”

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What is a Cookie? What’s in it?

Can contain any data that a web site saves in it, e.g. your user name for a particular siteWeb analytics cookies contain a unique, anonymous ID, e.g. 202.156.2.82-1067680577015183


Page tag writes a unique ID code in cookie which is a client-side file

– e.g. 202.156.2.82-1067680577015183

Page tag script reads the cookie and sends it along on each click and return visit

Problems:

cookies can be erased

browser dependent

person independent

avg = 2.6 cookies/month

First page requestNo cookie for site XYZ.com yet

Page sentCookie set

Subsequent clickCookie data included

Page sentDatabase updated

From: Jim Sterne www.emetrics.org

Web site XYZ.com

Step 2: Cookies Visits / Sessions ⇒ Unique Visitors

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Capture user name via tag

Use it to sessionizeand recognize visitor

Potentially tie to registration info

Step 3: User Login Unique Visitors ⇒ People


The Visitor Identification Life Cycle vs. Data Trail Through Web Analytics

28

Anonymous

Cookie

Visit 1

Registration /Purchase

Cookie + Identification

Visit 2

No Login / No Purchase

Cookie

Visit 3

New Device or Cookies Deleted

Cookie 2

Visit 4

Log-in orNew Purchase

Cookie 2 + Identification

Visit 5

Web Analytics Datastore Who is it? How can you communicate?Cookie 1 ?

Cookie 1 -- Login or Purchase Info John Smith

Cookie 1 John Smith

?Cookie 2

Cookie 2 -- Login or Purchase Info John Smith

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Now the Web Analytics Data is Ready. Two Ways to Use it: Aggregate Dashboards …


Tap into visitor level detail

… AND Individual Level Insights

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Last Step: Map Page Views and Events to Context / Visitor Intent

At National Instruments,Given 1 million unique URLs this required a niftyway to do it.

So, nifty Michelle came up with the “Essence” idea


Clicks

KillerMarketingLists

BI NI Template.pot


Part 2: Web Traffic Data

Not Just for Web Analytics

February 3, 2011


Essence – Version 2Statistically defining what a contact is

interested in based on a variety of activities

John Smith September 2010

RF 25%

PXI 10%

Solar 5%

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Essence 2011 Data PlanApplication

Email RF Solar Robotics Test HIL Signals MCM Embedded

[email protected] 0.3 0

[email protected] 0.1

[email protected] 0.03 0.5 0.37


[email protected] 0 0.31



Marketing Process Gaps

Create Demand

Engage and

Identify

Nurture and

QualifyClose Build

Loyalty

1. Are they ready to buy?

2. Who are they?

3. What are they doing?

4. What are they interested in?

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Contact IntelligenceContact Intelligence (CI) is the process of

gathering and analysing informationregarding contacts; their details and their activities, in order to build deeper and more effective contact relationships and improve strategic decision making.


Contact Intelligence Data Plan

Application Life CycleEmail RF Solar Robotics Test HIL Signals MCM Embedded New to

NILearn Try Custom

erCustomer Success

[email protected] 0.3 0 [email protected] 0.1 [email protected] 0.03 0.5 0.37 0.3 [email protected] 0.2 [email protected] 0 0.31 1 [email protected] 0.3 0.8

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Next Steps• Get Data Overview of Contacts• Testing• Operationalize

Part II, Cliff Notes

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Web Analytics and BI / CRMIntegrations: Directions + Data Levels

WebBehaviorMart

1. Aggregate Level: For BI dashboards, 360° campaign results, etc.2. Visitor Level: For database marketing + sales lead management

3, Aggregate Level: Offline sales, returns4. Customer Level: Segmentation


Connecting a Web Behavior Data Mart with Enterprise Analytics and Marketing

Web Behavior MartSQL

Custom UI / Application

Data Mining

CampaignManagement

Sales ForceAutomation

Business Intelligence (BI)

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How Does Marketing Automation Support Use of Web Behavior Data?

1. Score Leads2. Profile What Each

Lead is Interested in3. Feed into SFA

Sales Lead Management

Database Marketing1. Feed into Central

Decisioning2. Combine with other

data & Scores3. Target email, etc.,

based on web behavior


Select Target Segments of Visitors in Web Analytics

44

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Pick up Target Segments within Marketing Automation

Benefit:• Move quickly from

insight to action• Lights-out

automation• Segment

definition combining online and offline

• etc


Define Business Rules for Marketing treatments of Visitors

46

1. Tap into visitor level detail

4. Trigger e-mail, direct mail & more

5. Prioritize Leadsfor Direct Sales

3. Trigger site offers

2. Automate

Fine WinesHistorical

Lisbon

2. Automatebusiness rules

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Further Reading

Additional Resources at: Unica.comNew whitepaper:

True ProfilesJohn Lovett,

Q U E S T I O N SA N S W E R S

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