Tales from the Trenches: Integration Insights

Bill BrunoVP, Business Development & TechnologyStratigent, LLC bill@stratigent.comTwitter: BillBruno

So, what is the view from the trenches?

Stratigent’s Philosophy:Balance Drives Success

Stratigent’s Marketing Analytics Model

Balance Drives Success

Strategy & Business Process

Value Creation Tactics

Infrastructure

Do you have a unified strategy and clear goals

that are measureable?

Are you investing and building key

business processes?

Is reliable and flexible technology in

place to meet the evolving needs of key stakeholders?

Is your current technology

customized to the needs of your

business?

What actions are you taking – on a consistent basis –

to drive ROI?

Are the building blocks for a continuous

improvement in place

or under development?

Value Creation Tactics

InfrastructureStrategy &

Business Processx xxBalance Drives Success

Constant Fire Drills

Isolated Successes

Little or No Return on

Investment

Balance Drives Success

Solid foundation in analytics

Identify actions that deliver short-term

wins and ROI…

…while building a foundation for

continued long-term success

adj. “of or relating to a strategy driven-approach

using value-based tactics”

Stratactical

Stratigent’sWebTrends Integration Program

Develop comprehensive integrations between and best of breed marketing technology partners.

goal

Best of Breed TechnologyFully Integrated

Case Studies:Integration Insights

Remarket Effectively#1

Start Small#2Build a Value-Based

Business Case#3

Focus on Relationships:

Technology, People, Processes#4

Remarket Effectively#1

Integrating

Email Marketing

Integrating ExactTarget

• Inability to leverage what they know about their customers to improve web experience because visitors are anonymous

• No way to win back visitors who abandon shopping carts or who can’t find what they’re looking for on the site

• Can’t measure full impact of email campaigns

Pain Points

1• Pass

ExactTarget subscriber id to WebTrends

2• Set up

translation table for Subscriber ID

3

• Create custom dimensions and reports in WebTrends

4• Set up export of

WebTrends data to ExactTarget

5

• Create custom filters and/or measures in ExactTarget

Solution Approach

• Reduce lost revenue by sending follow up emails to visitors who abandon their shopping cart

• Email subscribers who visit the site are no longer anonymous – their behavior can be analyzed and segmented

Outcomes

Sample Segmentation Report

Sample ExactTarget Mapping

Representative Examples

Account Managers at a manufacturing company were able to see which products their corporate clients were researching online and then they used that information to increase up-sells and cross-sells by 4%.

A retailer emailed a discount coupon to visitors who abandoned their shopping carts and saved almost $250,000 in sales in the first 60 days.

A media company increased its investment in email marketing after discovering that email subscribers visited the website three times as often as non-email subscribers.

Delivering Real Value

Start Small#2

Integrating

Surveys & Comment Cards

Integrating ForeSee Results

• Disjointed datasets for attitudinal and behavioral information

• Lack of a single interface that offers explanations of what a visitor did and why they did it

• Lack of understanding of activities that lead to poor scores

• Little or no voice of customer data in analytics

Pain Points

1• Add WebTrends

code into ForeSee survey pages

2• Deliver export

from ForeSee to WebTrends

3

• Setup WebTrends exports for ForeSee

4

• Build custom WT reports using ForeSee data

Solution Approach

• Satisfaction analysis of behavioral visitor profiles

• Behavioral analysis of satisfaction segment

• Integration of satisfaction scores into WebTrends dashboards

Outcomes

Sample Satisfaction Segment Report

Representative Examples

An insurance company discovered that visitors who used their quick quote tool scored the site higher and gave more positive commentary than visitors who didn’t use the tool. The company pushed the use of the tool and increased online policy purchases by nearly 10 percent.

A B2B site improved its site satisfaction score by 11 points over just 3 months by identifying (and addressing) common site behaviors which were common among unsatisfied visitors.

Delivering Real Value

Integrating OpinionLab

• Disjointed datasets for attitudinal and behavioral information

• Lack single interface that offers explanations of what a visitor did or why

• Loose correlations based on assumptions from both datasets

• Little or no voice of customer data in analytics

Pain Points

1

• Add tracking code to each page to collect [+] Feedback info

2

• OpinionLab develops a custom thank you page

3

• Build custom WT reports using OpinionLab data

Solution Approach

• Add context to navigation analysis by bringing in VoC

• Use attitudinal data to discover the motivation behind visitor behavior

• Understand the root cause of key abandonment points

• Improve user experience

Outcomes

Sample Navigation & Attitudinal Report

Representative Examples

By combining the scenario analysis data with OpinionLab’s VoC data, an online retailer was able to identify the primary reasons why visitors were abandoning the shopping cart process. The retailer addressed the problem and increased conversion by nearly 5%.

A content provider was able to determine quickly which article presentation style was best received by their visitors. By using the visitor comments in the WT pages report they were able to uncover which format resulted in more engaged visitors (defined by number of downloads, article emails and view time on the articles).

Delivering Real Value

Build a Value-Based

Business Case#3

Integrating

Video Analytics

Integrating Visible Measures

• In-depth reporting about video usage, but not as it relates to conversion events on the site

• Can’t associate video usage with traffic sources and campaigns

• Unable to apply visitor segmentation to videos

Pain Points

1• Identify most

valuable integration points

2• Add WT

tracking code to video player

3

• Build custom reports and dimensions in WT

4 • Test and verify

5• Train team to

integrate new videos

Solution Approach

• Determine which videos contribute to the largest number of conversion events

• Correlate video engagement with specific traffic sources and visitor segments

• Deliver targeted content to visitor segments

Outcomes

Sample Segmentation Report

Representative Examples

A hardware distributor used cue points at previously identified high engagement points in their videos to drive a 37% increase in page views to their product pages, and a 12% increase in distributor searches.

An automotive company determined that a particular visitor segment was very likely to request a quote after viewing a small subset of videos. The company was able to target these visitors with similar content and increase quote requests by 10%.

An online retailer increased conversion rate by 3% and revenue by 6% by placing their top-converting videos on more well-trafficked pages.

Delivering Real Value

Focus on Relationships:

Technology, People, Processes#4

Integrating

Testing & Optimization

Integrating Optimost

• Detailed reporting about the tests, but not about the test subjects

• Lack of visibility into how a test impacts the overall visitor experience

• Not able to apply visitor segmentation to tests

• One-size-fits-all site content

Pain Points

1• Identify most

valuable integration points

2

• Add WT tracking code to an Optimost test

3

• Build custom reports and dimensions in WT

4 • Test and verify

5• Train team to

integrate new tests

Solution Approach

• Analyze test performance by visitor segment

• Track virtually unlimited number of “success events”

• Build meaningful personas

• Display targeted content based on a visitor’s behavior

Outcomes

Sample Segmentation Report

Representative Examples

A financial services company transformed their definition of an “optimized page” after discovering that although “Headline A” drove the most conversions, “Headline B” drove the most conversions among their most profitable customer segment.

An online retailer determined that although test combinations “A” and “B” generated roughly the same amount of revenue per customer during the initial visit, combination “A” resulted in a higher repurchase rate and roughly 13% more revenue per customer.

An international manufacturer improved email response rates by almost 20% by using targeted messages that had been identified in prior tests.

Delivering Real Value

Conclusion