Content Management & Web Analytics Theatre; Tfma presentation feb 2012final
24
© 2009 IBM Corporation Web analytics in the growing digital age Technology for Marketing & Advertising 28 February 2012 - London Nicole Penn Senior SaaS Consultant - IBM
-
Upload
tfma -
Category
Technology
-
view
345 -
download
1
Transcript of Content Management & Web Analytics Theatre; Tfma presentation feb 2012final
© 2009 IBM Corporation
Web analytics in the growing digital age
Technology for Marketing & Advertising28 February 2012 - London
Nicole PennSenior SaaS Consultant - IBM
© 2009 IBM Corporation
2006
Dear John
© 2009 IBM Corporation
2012
© 2009 IBM Corporation
optimisationso
cial
mobile
personalisation
Multichann
el Marketi
ng
© 2009 IBM Corporation
WEB ANALYTICSIBM Coremetrics
© 2009 IBM Corporation
IBM Coremetrics Digital Marketing Optimisation Suite
© 2009 IBM Corporation
SOCIAL MEDIAWeb Analytics in
© 2009 IBM Corporation
•What are the top performing Social Media sites?•How do these sites perform seasonally?
Industry
•How do we fit our social media strategy into our web analytics strategy?
Strategy
•What KPI’s should we be looking at?•How do we track our Social Media activities?
Measurement
•Who are our Social Media visitors?•How does their behaviour on our site differ?
Behaviour
© 2009 IBM Corporation
3.52%
6.98%
Data from IBM Coremetrics Benchmark – UK Retail Vertical January 2012
© 2009 IBM CorporationData from IBM Coremetrics Benchmark – UK Retail Vertical January 2012
© 2009 IBM Corporation
What our retail customers are doing?
555,792video views
© 2009 IBM Corporation
What our travel customers are doing?
© 2009 IBM Corporation
MOBILEWeb Analytics in
© 2009 IBM Corporation
•What are the top performing mobile devices?•How does mobile performance compare to tablet?
Industry
•How do we track our new mobile site?Measurement
•How does behaviour differ across mobile, app, tablet and main site?
Behaviour
© 2009 IBM Corporation
iPhone 3.63%
iPad 5.14%
Android 4.03%
Data from IBM Coremetrics Benchmark – UK Retail Vertical January 2012
Mobile Device Conversion Comparison
© 2009 IBM Corporation
What our retail customers are doing?
Tracking Analysis
© 2009 IBM Corporation
MULTICHANNELWeb Analytics in
© 2009 IBM Corporation
Retail Multichannels
Catalogue
In Store
Website
Social Media
Mobile Mobile Application
Tablet
Text & Reserve
Click & Collect
© 2009 IBM Corporation
How do we perform multichannel
analysis?
© 2009 IBM Corporation
PERSONALISATIONWeb Analytics in
© 2009 IBM Corporation
What our retail customers are doing?
Targeted, Relevant Email Boosts
Revenue by 2500%
“Instead of trying to second-guess our customers, we can present them with offers that we know will interest them.”
—Director of EcommerceL’OCCITANE EN PROVENCE
© 2009 IBM Corporation
We’ve gone social, join us!
EMMSmartCookies EMM Smart Cookies Group
© 2009 IBM Corporation
Don’t forget to visit the IBM stand
D18 (by the bar!)
