Benchmarking Your Online Impact: From Stats to Reputation Management
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CONTENT LEADERS: Jim Kelly, CEO and Founder of Syscom Services Robert Krebs, Director, Market Innovations, Plastics Division, American Chemistry Council Thomas McClintock, Partner, NSI Benchmarking Your Online Impact: From Stats to Reputation Management Thursday, February 11 1:30 — 2:30 untech10.conferencespo t.org
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"Benchmarking Your Online Impact: From Stats to Reputation Management" delivered live at UnTech10, 1:30pm Thursday Feb. 11, 2010; combined from 2 sessions originally scheduled for delivery at the ASAE Technology Conference (canceled due to snowfall in Washington, DC)
Transcript of Benchmarking Your Online Impact: From Stats to Reputation Management
CONTENT LEADERS:Jim Kelly, CEO and Founder of Syscom
ServicesRobert Krebs, Director, Market
Innovations, Plastics Division, American Chemistry Council
Thomas McClintock, Partner, NSI Partners
Benchmarking Your Online Impact: From Stats to
Reputation Management
Thursday, February 111:30 — 2:30
untech10.conferencespot.orguntech10.conferencespot.org
Online marketers must understand the tools they have to affect their online presence
Online marketers must understand the tools they have to affect their online presence
19945k sites19945k sites
Today200 million +
Today200 million +
Number of Web Sites
Number of Web Sites
US Online Marketing Domestic Marketing
Projected Marketing Spending in 2014
Projected Marketing Spending in 2014
$55 billion$55 billion
0
20
40
60
80
100
120
140
2009 2010 2011 2012 2013 2014
% of Online
Advertising
% of Online
Advertising
Search Engine MarketingSearch Engine Marketing
Benchmarking your
Online Stats
Evolution of Webstats
Basic and free (usually from the ISP)
versus advanced and expensive
Basic and free (usually from the ISP)
versus advanced and expensive
Background
Latest &
Greatest
Workflow
Analytics 9: an overview of changes in key metrics and comparisons of performance
Story View: which automatically translates data into plain English that can be shared in e-mails, reports and presentations
Optimize: a self-serve testing platform
Social Measurement: for monitoring social media
Ad Director: efficient management of pay-per-click portfolio
Analytics 9: an overview of changes in key metrics and comparisons of performance
Story View: which automatically translates data into plain English that can be shared in e-mails, reports and presentations
Optimize: a self-serve testing platform
Social Measurement: for monitoring social media
Ad Director: efficient management of pay-per-click portfolio
Score analysis: to separate the “browsers” from the “buyers”
Marketing Warehouse: which collects and analyzes behavioral statistics
Visitor Intelligence: for deeper insight into site visitors’ preferences
A selective RSS overlay to match site activity with key feeds
The ability to generate URIs (uniform resource identifiers) and REST (representational state transfer) URLs to export data and embed it in applications and Excel spreadsheets
Score analysis: to separate the “browsers” from the “buyers”
Marketing Warehouse: which collects and analyzes behavioral statistics
Visitor Intelligence: for deeper insight into site visitors’ preferences
A selective RSS overlay to match site activity with key feeds
The ability to generate URIs (uniform resource identifiers) and REST (representational state transfer) URLs to export data and embed it in applications and Excel spreadsheets
Pros:
Client AND server-side tracking
Large number of sophisticated built-in
reports
Full control of your data
Flexible devices
vs
Smaller Companies: Cheaper Quicker to learn Don’t need advanced tools
Larger Companies: Detailed data Staff and $ to fully train Data integrity
Reports on keywords, referral sites, campaigns and other important data
Professional services, with feedback on every aspect of digital marketing
Data visualization for insight into visitor behavior and trends
Visitor conversion analysis and segment comparisons
Pay-per-click and search-engine optimization
Integration with e-mail campaigns
Comparison of two time periods
Pay-per-click and search-engine optimization
Integration with e-mail campaigns
Comparison of two time periods
Pros: It focuses on outputting excellent marketing-oriented stats
solutions. For evaluating marketing and usability trends, it’s one of the best available.
Lyris’ interface makes getting to this information much simpler than many other programs. It aims to be clear and straightforward so customers can find what they want with ease.
Like Webtrends, Lyris lets you have full control of your data.
NetTracker Campaign, for the design, deployment, analysis and
optimization of interactions Customer Insight, which measures performance and
analyzes customer behaviors Detect, building stronger customer relationships and
new customer profitability Distributed Marketing, which enables collaboration in
campaigns and measures performance in real-time eMessage, which allows marketers to create, execute
and track personal electronic communications Interact, assisting marketers to create multi-channel
dialogues to enhance customer relationships Interactive Marketing OnDemand, which unifies web
analytics, e-mail marketing and web personalization
NetTracker Leads, which manages the qualification, enrichment,
distribution, maturation and feedback loop on leads Marketing Operations, to streamline processes and
improve budget management Marketing Operations OnDemand, a marketing
resource and creative project management software NetInsight, which provides data about Internet
customers and business NetInsight OnDemand, enabling in-depth analysis of
Web traffic, online customer behavior and Internet marketing
Optimize, to find the best interaction strategy for each customer over time
Predictive Insight, which delivers customer insight and intelligence
Pros: Incredible drilldown capability. You can drill into every
individual visit and every individual click stream. You can see the details and look for patterns of visitation data.
The ability to filter any data by a huge variety of variables on the fly or in a custom report which could include the following about all visitors who reached a page: URL matched a particular pattern Referred to from a particular engine With a partial match on dynamic parameter Entry page matched a particular pattern
Like Webtrends, NetTracker lets you have full control of your data.
NetTracker
Expanded engagement goals
Advanced Table Filtering
Custom Variables
Enhanced monitoring
Tailored alerts
Custom Reports
Ability to define 20 goals per profile
Google Analytics’ latest innovation:
Google Analytics’ latest innovation:
IntelligenceIntelligence
Best Practices for Leveraging Webstats
Be Intentional Create a culture Involve your staff Make sure your staff is trained Know how to use the software Customer Lifecycle Analysis Empower your employees Incorporate Web Analytic Information Use your Web Analytics to report on initiative and plan
strategy
Be Intentional Create a culture Involve your staff Make sure your staff is trained Know how to use the software Customer Lifecycle Analysis Empower your employees Incorporate Web Analytic Information Use your Web Analytics to report on initiative and plan
strategy
Why are associations moving to Analytics?
The price is right
Easy to build reports
Report graphs, charts easy to understand
Powerful
How are associations using Analytics?
More distributed report generation
More analysis on the fly
More people looking at reports more often
Some advanced features being used
Impact
Benchmarking your
Online Reputation
Consumers trust peers over traditional channels and actively avoid marketing
communications
92% of respondents have more confidence in information they seek out online than anything
coming from a salesclerk or other source
WSJ and PSBResearch
Media Menu 1960 2009
TV ChannelsRadio Stations
MagazinesDomain Website Names
BlogsPodcasts
Social Networking Site VisitsOnline Video Streamers
Online Searches per month
644008400
10614,30019,400
138 mil
75 mil1.6 mil80 mil106 mil
7 mil
“In 2009, P&G will…focus on listening. Our goal is to reduce the amount spent on traditional research by half and devote the remaining 60% to ‘listening’ research.”
Kim Deker, VP, Global Consumer and Market Knowledge, Proctor & Gamble (Forrester)
PlasticsMythBuster.org Rumor Registry
Sign Up Context: Other Myths
Poinsettia Leafs Kidney Theft DiHydrogen Monoxide
GreenBuildingSolutions.org
Web’s First 3-D GB Tour Stimulus Funding Videos Video Since 2004 Serial News – 105% Open 4 Yrs Content Database
Plastics-Car.com
Share of VoiceShare of Voice
What’s Your Goal?
Listening Platforms Yesterday
Listening Platforms Today
Conversation Is Happening Without You
Not Low-Hanging Fruit—It’s Laying on the Ground
??Questions?Questions?
Jim Kelly, CEO and FounderSYSCOM SERVICES
Robert Krebs, Director, Market Innovations, Plastics Division
AMERICAN CHEMISTRY [email protected]
703.741.5626
Thomas McClintock, PartnerNSI PARTNERS
Jim Kelly, CEO and FounderSYSCOM SERVICES
Robert Krebs, Director, Market Innovations, Plastics Division
AMERICAN CHEMISTRY [email protected]
703.741.5626
Thomas McClintock, PartnerNSI PARTNERS
Contact Information
