2. The Opportunity for Marketers
from Web 2.0
Not Spam 2.0! But Rather:
— Build brand through
amplifying your
customers’ voices
— Offer unique values
through consumer
intelligence
— Create better user
experiences through
RIA
Ó 2007 Unica Corporation
4. How Do I Love Measuring with Web 2.0?
Let Me Count the Ways
Maximize value of
customers
Relationship Marketing
Build Actionable Profile
Maximize value of
products &
messaging Market Insight
Capture Consumer Intelligence
Maximize value of
application/site
Optimize Web 2.0 Applications
Usability, conversion rates & engagement!
Ó 2007 Unica Corporation
5. Case Study: Product Review
& Participation Site
Digital Snap Shooter X2020
LCD Display Click & drag the
image to rotate
360°
Ø Click and drag to rotate Mouseover features to
Ø Comment on this feature zoom, read reviews,
Ø Upload photos taken with this model add comments,
Ø Invite friends to share & rate features
Ó 2007 Unica Corporation
7. 2.0 Event Tagging
Digital Snap Shooter X2020
When Page Views Won’t Cut It
LCD Display
— Tag relevant events with event
tagging functionality
— Choose the right event tagging
language for the job:
• Flash/Flex Apps/Movies:
Ø Click and drag to rotate ActionScript tag
Ø Comment on this feature
Ø Upload photos taken with this model • AJAX, DHTML, your blog:
Ø Invite friends to share
JavaScript tag
• Your blog postings on others’
blogs: Pixel tag
Ó 2007 Unica Corporation
8. Business Goals Of A Web 2.0
Application
Metrics
— Drive Traffic
• Attract more visitors Unique visitors
Engagement: Session length,
• Create viral buzz comments, uploads, invitations
• Encourage repeat visits RIA Events: rotate, zoom features
— Drive Revenue
• Convert visitors to buyers Revenue, conversions
• Upsell and crosssell Average order value
Upgrades, market basket
— Build Brand
• Create customer relationships Repeat purchases
Lifetime customer value
• Get direct feedback from
Popularity: products, features,
customers/prospects price ranges
Ó 2007 Unica Corporation
18. Customer
Market
Application
Relationship Marketing
Reviewed LCD Display
Weighted LCD Display high
Rated LCD Display low
Bought new camera
Reviewed LCD Display
Weighted LCD Display high
Rated LCD Display low
Bought new camera
Ó 2007 Unica Corporation
19. Customer
Action: Automate Market
Application
1:1 Communication
Visit Range
Visit Range
Reviewed LCD
Reviewed LCD Weighted High
Weighted High Rated Low
Rated Low Purchased New
Purchased New
Cameras are us
Permissions
Permissions Permissions
Permissions
Cross-Channel
Customer LTV
Customer LTV
Analysis
and Execution
Send leads to telemarketing
for high
for high value prospects
value prospects
Ó 2007 Unica Corporation
20. PreIntegrated Marketing Suite for Internet
& Enterprise Marketers
Marketers
Marketing Resource Content Management:
Management Approvals, Markup Dashboard &
Metrics
Automated Predictive
Modeling
NetInsight for
Web Analytics
Powerful & Flexible
Customer Decisioning
Intelligent Lead Mgmt
Contact
Email Authoring Optimization
Ó 2007 Unica Corporation & Execution
RealTime Personalization Distributed Collaboration
22. Online Prospects Can Be Beamed
to Earth
Thank you!
Online … Offline!
Ó 2007 Unica Corporation
23. Internet Influenced Offline Purchases
Are Increasingly Significant
Online & OnlineInfluenced Retail Sales
($Billions)
% Total Retail Sales
Source: JupiterResearch, 11/06
Ó 2007 Unica Corporation
24. Meet Your Online Prospects on
Earth
Thank you!
Online … Offline!
• What is the flow over?
• What online messages / ideas increase
flow?
• Which search keywords / ads are best at
triggering offline conversions?
Ó 2007 Unica Corporation
25. How Can You Measure Lift in Offline
Activity Triggered By Online Marketing?
Correlate Trends “Buy online, pick up in store”
or promotional coupons
(Encode the source of the visit
or a visit handle)
Tracking Code
113505
Display & retrieve customer codes
10% Off
Your VIP ID: 1278123
Display unique 800 numbers
32938A
“Call (888) 2123193”
Ó 2007 Unica Corporation
26. Meet An Individual Online
Prospect on Earth
1:1 Thank you!
Online … Offline!
• Who continued offline?
• Did he/she purchase?
• If yes, what and how much ($$$)?
• If not, why not? (à remarket)
Ó 2007 Unica Corporation
27. How Can You Measure Individuals’ Offline
Conversions Triggered By Online
Marketing?
Step 4: Connect the dots
Direct Response
Contact ID: #366282
Thank you!
Inferred Response
(By matching up contacts,
loyalty cards or accounts
based on cookie or login)
Ó 2007 Unica Corporation
28. How Can You Measure Individuals’ Offline
Browsing Triggered By Online Marketing?
Step 1: Entice online registration
(and set a cookie)
Hi Akin!
Step 2: Feed user activity
Into CRM or SFA
Web Analytics
View web session
Step 2b: Prioritize
offline
treatment Step 3: Entice identification in
stores offline
Ó 2007 Unica Corporation
29. Freebies: Recipe Cards for Online
Offline Fusion Marketing
Part 1, Fusion Metrics
ü Online Lift
ü Offline Lift
ü 1:1 Online
Conversions
ü 1:1 Offline
Conversions
ü Actionable
Marketing Profiles
Ó 2007 Unica Corporation
30. Freebies:
Recipe Cards for Web Analytics
For Visitor
ü Attraction
ü Conversion
ü Retention
Measuring
ü Payperclick
ü Organic Search
ü Campaigns
ü Site Layout
Ó 2007 Unica Corporation
31. Freebies: Web 2.0 Case Study
For Visitor
ü Attraction
ü Conversion
ü Retention
Measuring
ü Payperclick
ü Organic Search
ü Campaigns
ü Site Layout
Ó 2007 Unica Corporation
32. Unica Customers:
Diverse Successful Marketers
Telecom Health/Insurance Retail/Catalog
Publishing Financial Services
Other Industries
Travel
Ó 2007 Unica Corporation
33. Q & A?
• Web Analytics Solutions
• Internet Marketing Solutions
• Enterprise Marketing Solutions
Ó 2007 Unica Corporation
InternetMarketing@Unica.com