Until recently, our jobs were relatively easy: to acquire + convert visitors on the website. But today a company’s presence on the Web goes far beyond just its website. It includes behaviorally targeted ads, personalized emails, mobile, and social applications. Not to mention offline interactions. This multichannel world requires web analysts to learn many new tricks. But you don’t need to reinvent the wheel from scratch. By working together with your colleagues from the direct marketing discipline you can tap into sophisticated methods (and tools) that were developed over the past decade.

1. Integrating Online / Offline and On-Portal / Off-Portal Akin Arikan Unica Corporation [email_address] Blog: MultichannelMetrics.com For Practitioner Web Analytics, May 2010, Madrid, Spain

2. The Challenge

3. Web Marketing until 2008: Website is at Center of Universe Email Offline Advertising Display Advertising Affiliate Advertising Blogs

5. Euro 2008 – Final match Germany vs. Spain Source : Schneider Bernabe-Moreno Telefonica O 2

6. The goal – pure multi-touch Source : Schneider Bernabe-Moreno Telefonica O 2

8. The Story Neither Starts Nor Finishes Online but Continues Offline Grow & Retain Attract Engage & Persuade

9. SP O T Disease: SP ending , O rganization , and T echnology are not Aligned

10. We Don’t Put our Money Where Our Mouse Is

11. Database Marketer, You are Here Online Marketer

13. The Solution Is Already In Your Hands

14. Online Marketers Have a Treasure Chest But Direct Marketers Hold the Key

15. What’s in that Treasure Chest?

16. Built on a solid financial foundation since 1930 3.9% APR on Balance Transfers to a new Platinum Card Refinance your mortgage at amazing low rates #1: Incredibly Rich Behavioral Insights from Click Data

17. Two Uses of Web Analytics: Aggregate …

18. Two Uses of Web Analytics: Aggregate AND Individual-Level Tap into visitor level detail

19. Online Marketers Feel Overwhelmed by Individual Level Data But Direct Marketers Already Have the Tools & Know-How Required

20. #2: Cost Effective Medium for (Real-Time) Personalization But only in the hands of those who know how to use it well

21. Interactive Marketing Will Emerge As the Dominant Marketing Discipline Engaging each customer and prospect in a cross-channel dialog that builds upon their past and current Online & Offline On-Portal & Off-Portal behavior

23. Acquisition and Online Media Optimization Web Analytics SEM Ad Serving Affiliate Social Media Email

26. Cross-Channel Targeting: Collette Vacations Spain vacations on sale? Contact those who viewed travel to Spain!

28. Cross-Sales: Options Trading                                                                                                                                                                                                                                                                                                                                                                                                                X times today, viewed info on options trading Comes to web site often for stock trading Trading is trending down and also no visits to online

29. How Do We Get There?

30. Need to Go From Handcrafted Integration to Automation

31. How Do We Get There?

33. Web Analytics At the Level of Individual Prospects / Customers VACATIONS R US Unica’s Web Analytics are not just aggregate level reports on content usage but also provide insight into individuals’ click patterns, search keywords, etc.

34. Unica’s Decisioning & Personalization Engine Uses Web Visitor AND Customer Data Registered CUSTOMER Data from CRM Anonymous and Registered VISITOR Data from NetInsight’s Web Data Mart Screenshot: Table Mappings in Campaign

35. Web Visitor and Customer Identities Are Mapped In a Flow Chart Paradigm Using cookie and/or login info NetInsight’s web site visitors can be mapped to their records in the CRM system

36. Interactive Marketing Is Orchestrated Across Online and Offline Channels Cross-Channel Targeting and Execution Marketers design business rules which can be further refined through self-learning algorithms Anonymous and registered visitors

37. Unica’s Interactive Marketing Framework Helps Structure the Conversation Facilitates collaboration and cross-channel planning, design, execution, and measurement. Integrated Marketing Operations Facilitates collaboration and cross-channel planning, design, execution, and measurement. Awareness Decisioning Execution Leverage comprehensive data to identify opportunities and predict marketing outcomes. Determine the best message to extend in outbound and inbound marketing channels. Deliver highly relevant marketing messages and retain a corporate memory of interactions. Individual level … Aggregate

38. Further Reading Making Web Data Personal Event-Based Marketing Blog: http://MultichannelMetrics.com