Cornerstone Charter Academy€¦ · 22.09.2016 · Cornerstone Charter Academy
Forrester.web Analytics Cornerstone
-
Upload
larry-williams -
Category
Documents
-
view
219 -
download
0
Transcript of Forrester.web Analytics Cornerstone
8/6/2019 Forrester.web Analytics Cornerstone
http://slidepdf.com/reader/full/forresterweb-analytics-cornerstone 1/11
Making Leaders Successul Every Day
Mach 29, 2010
How We Aaics Wi EmegeAs A Coesoe O CsomeIeigece Joseph Sahope
o Csome Ieigece Poessioas
8/6/2019 Forrester.web Analytics Cornerstone
http://slidepdf.com/reader/full/forresterweb-analytics-cornerstone 2/11
© 2010, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Inormation is based on best availableresources. Opinions refect judgment at the time and are subject to change. Forrester®, Technographics®, Forrester Wave, RoleView, TechRadar,and Total Economic Impact are trademarks o Forrester Research, Inc. All other trademarks are the property o their respective companies. To purchase reprints o this document, please email [email protected]. For additional inormation, go to www.orrester.com.
Fo Csome Ieigece Poessioas
ExECutIvE SuMMAry
Marketers today have a dizzying array o online and oine touchpoints at their disposal, but without
a doubt all roads lead through the Web. For most organizations, Web sites, microsites, landing pages,
communities, and other interactive properties are mission-critical or acquiring, retaining, and
nurturing customers and other target audiences. By denition this reality makes the Web one o the
most crucial sources o insight or Customer Intelligence (CI) proessionals. o put that insight into
action, rms must leverage Web analytics beyond isolated Web site marketing and operations to eedanalysis, decision support, and execution or the entire marketing unction. Tis report outlines the
uture trajectory o Web analytics technology and gives CI proessionals pragmatic advice about how
to use that technology as a oundational component or customer intelligence that uels multichannel
marketing eectiveness.
tAblE OF COnt EntSThe Web Is A Uderutiied Source Of
Customer Isiht
Eter The Web Aatics Patform
Web Aatics Techoo Wi Eted BeodThe Web Site I Two Phases
toda: We Aaics Cemes Is Posiio As
the nces O Oie Measeme
tomoow: Compehesie We Ieigece
Wi Die vae thogho the Makeig Mi
rECOMMEnDAtIOnS
Impemet A Web Iteiece Hub For
Customer Iteiece
WHAt It MEAnS
The Emeri Web Iteiece Hub Sets
Broad Mareti Chaes I Motio
nOtES & rESOurCESFoese ieiewed 15 edo ad se
compaies o his epo.
Reated Research Documets
“uS We Aaics Foecas, 2008 to 2014”
Ma 27, 2009
“Deig the Oie Makeig Sie”
Ocoe 17, 2007
Mach 29, 2010
How We Aaics Wi Emege As A CoesoeO Csome Ieigeceusig Sie-based Ieigece to Die Michae Makeig Impoemesb Joseph Stahope
wih Cao A. Do ad Emi Mph
2
2
4
7
8
8/6/2019 Forrester.web Analytics Cornerstone
http://slidepdf.com/reader/full/forresterweb-analytics-cornerstone 3/11
© 2010, Foese reseach, Ic. repodcio PohiiedMach 29, 2010
How We Aaics Wi Emege As A Coesoe O Csome Ieigece
Fo Csome Ieigece Poessioas
2
THE WEB IS An UnDERUTIlIzED SOURCE OF CUSTOMER InSIgHT
Marketers are committing considerable eort to creating highly relevant integrated marketing
communications spanning online and oine, outbound and inbound, mass and addressable. Te
breadth and depth o options presents an incredible palette to marketers rom which to create
customer interactions, but the Web rises above all others as the tie that binds marketing channels
together. Tis phenomenon is evident in countless scenarios, such as email campaigns that drive
recipients to the Web site or the use o rich media within predominantly oine advertising
campaigns. And yet marketers still ail to realize the ullest potential o Web-based intelligence in
the context o multichannel marketing. Why? Because:
· Customer Intelligence teams are already overextended. No Customer Intelligence proessional
has ever complained about a surplus o ree time. Extending the use o existing Web-based
intelligence requires stretching beyond day-to-day business tasks and project work, a luxury
that lean Customer Intelligence teams simply cannot aord in these recession-wracked times.
· Marketing responsibilities still live in channel-specic silos. Te customer experience is
requently broken down into components and owned by dierent departments, teams, or lines
o business, resulting in substantial integration challenges. Te complexity o synching customer
data grows exponentially when oine and online marketing are considered dierent business
units or when channel relationships are spliced apart between Web, bricks and mortar, media,
and CRM teams.
· Most rms lack an evangelist or Web intelligence. Outside o those who specialize in online
channels, most marketers in the enterprise are not aware o the cross-channel value o Web-
based intelligence. Tis squandered opportunity needs to be rectied by savvy CI proessionalswho understand the potential o — and can act as an advocate or — the multichannel business
value o customer insights rom the Web.
EnTER THE WEB AnAlyTICS PlATFORM
I the Web is the common thread throughout the marketing mix, marketers can ill aord to miss
the opportunity to use Web analytics to close the gaps between cross-channel marketing tactics. We
believe that Web analytics platorms are one o the most critical sources o activity and insight or
Customer Intelligence because they (see Figure 1):
· Enjoy near universal adoption. At this stage, the penetration o Web analytics technology is
extremely broad and most companies already have the Web analytics capabilities in place and are
gathering the requisite baseline data rom which to start building strategic Customer Intelligence. 1
· Provide rapid eedback. Activities on the Web play out in rapid time rames; campaigns are
oen completed in days or even hours, essentially at the speed o light when compared with
traditional media cycles. Te ability to gather and analyze data quickly allows or testing and
iterative improvements that ew channels can rival.
8/6/2019 Forrester.web Analytics Cornerstone
http://slidepdf.com/reader/full/forresterweb-analytics-cornerstone 4/11
© 2010, Foese reseach, Ic. repodcio Pohiied Mach 29, 2010
How We Aaics Wi Emege As A Coesoe O Csome Ieigece
Fo Csome Ieigece Poessioas
3
· Deliver insight to a variety o stakeholders. Web analytics reports and dashboards,
overwhelmingly delivered as soware-as-a-service (SaaS), can be distributed to the entire
marketing team in numerous ormats that are appropriate or varying types o audiences,
creating a consistent view o activity and oundational set o data or CI initiatives.2
· Oer substantial qualitative and quantitative customer data. Te Web site delivers granular
customer data on a large scale to support signicant samples o specic behavior and outcomes.
Tis data includes a cross-section o known customers as well as anonymous visitors who can
be analyzed and used to support specic Customer Intelligence objectives such as segmentation,
remarketing, and behavioral targeting.
· Link to other channels and activities. Just as the Web site serves as a hub or customers’
multichannel activity, Web analytics platorms provide Customer Intelligence proessionals with
the ability to measure that activity and attribute business results rom the Web to other cross-channel marketing programs.
Fiure 1 the Mode We Aaics Paom
Source: Forrester Research, Inc.56720
Web analytics extensions Third-party integrations Bidirectional data flow and APIs
Bid managementExecute and optimizepay-per-click search
advertising
Data warehousingStorage and
integration of offlineand third-party data
Email serviceproviders
Design and deployemail marketing
campaigns
Site optimizationA/B testing,
multivariate testing,behavioral targeting,
andrecommendations
Web analyticsplatforms
Core Web analytics,collection and
measurement of siteactivity
Ad networks Target and deliver
ads to onlinepublishers
SegmentationSegment visitors
based on behaviorand outcomes
Ad hoc reportingAdvanced analysis and
data management
Listening platforms Track and measuresocial media activity
8/6/2019 Forrester.web Analytics Cornerstone
http://slidepdf.com/reader/full/forresterweb-analytics-cornerstone 5/11
© 2010, Foese reseach, Ic. repodcio PohiiedMach 29, 2010
How We Aaics Wi Emege As A Coesoe O Csome Ieigece
Fo Csome Ieigece Poessioas
4
WEB AnAlyTICS TECHnOlOgy WIll ExTEnD BEyOnD THE WEB SITE In TWO PHASES
o optimize marketing perormance in a Web-centric world, marketers must apply Web intelligence
beyond the scope o site-level analysis. o be sure, Web analytics will still retain its prominence or
Web analysts and eCommerce specialists who need to track traditional Web metrics such as page
views, unique visitors and exit pages. But Customer Intelligence proessionals should build on the
intrinsic characteristics o Web analytics tools to integrate data across sources and campaigns and
then leverage Web Intelligence to inorm multichannel marketing activities (see Figure 2).
Fiure 2 We Aaics Eoes I two Phases
Source: Forrester Research, Inc.56720
CRMEnterprise
datawarehouse
Customerdatabase
A/Btesting
Multivariatetesting
Behavioraltargeting
Social Applications
Mobile Video
Widgets
Web intelligence
Web analyticsplatform
CampaignsCustomer
data
Offline data
Emerging Web channels
Multichannel marketing Marketing laboratory
Traditional Web channels
Today: Pull Web intelligence
Tomorrow: Push Web intelligence
Search Site
Displayadvertising
Targeting
8/6/2019 Forrester.web Analytics Cornerstone
http://slidepdf.com/reader/full/forresterweb-analytics-cornerstone 6/11
© 2010, Foese reseach, Ic. repodcio Pohiied Mach 29, 2010
How We Aaics Wi Emege As A Coesoe O Csome Ieigece
Fo Csome Ieigece Poessioas
5
Toda: Web Aatics Cemets Its Positio As The nuceus Of Oie Measuremet
Web analytics provides the baseline principles and oundational technology to serve as the central
clearing house or tracking and measuring activities across the digital media spectrum, making it
the heart o a broad ecosystem o digital channels and activities. By integrating this treasure trove
o Web data, Customer Intelligence proessionals will begin to turn their Web analytics solutions
into a single source o digital insight that provides the means to sync inbound and outbound
activity. Tis evolutionary phase is in progress today as Web analytics vendors endeavor to build an
expanding array o capabilities. Te result is that Web analytics solutions are surpassing commodity
unctionality and starting to exhibit many o the characteristics that Forrester orecast or the Online
Marketing Suite.3 How? Vendors are extending their platorms to:
· Capture the social media zeitgeist. Te social media explosion creates an entirely new subset
o Web channels, and with consumers in the driver’s seat, listening is now as important as
contributing. Web analytics vendors like Coremetrics and Webtrends are now oering purpose-built analytics extensions to measure activity on social networks such as Facebook and overlay
those metrics onto existing tracking mechanisms to support integrated online analytics and
attribution.
· Enable rich media to be the engaging content consumers crave. Marketers are going all out
to create relevant content that drives site trac and engages customers. Rich media, namely
video, as well as content rom multimedia and application development technologies such as
Adobe Flash and Flex, require special consideration or tracking and measurement. But these
should not be separated rom standard Web measurement. Why? Because rich media is usually
served up alongside or within traditional Web protocols. Te power o rich media is driving
serious investments, including Adobe’s 2009 acquisition o Omniture, which clearly envisions
measurement and optimization becoming a top consideration even at the point o content
creation.4
· Support the very personal and growing mobile Web. Te rapid penetration o increasingly
powerul Internet-connected mobile devices has created a new window to the Web that eatures
its own standards and usage patterns. Mobile Web analytics is essentially a subcategory o
traditional Web analytics and should be used in-line accordingly.
· Incorporate ofine data into the online marketing mix. Marketers are increasingly pulling
inormation rom oine sources, including operational, customer, and campaign history datainto Web analytics platorms. Tis helps to enable comprehensive on-site decision support,
provide contextual analysis, and drive more meaningul metrics. With 53% o US online
consumers researching products online but buying oine, this capability is imperative or
Customer Intelligence proessionals.5 Vendors like Omniture and Webtrends are now providing
robust data warehouse options to accommodate these data eeds and integrate them seamlessly
into the Web analytics tool set.
8/6/2019 Forrester.web Analytics Cornerstone
http://slidepdf.com/reader/full/forresterweb-analytics-cornerstone 7/11
© 2010, Foese reseach, Ic. repodcio PohiiedMach 29, 2010
How We Aaics Wi Emege As A Coesoe O Csome Ieigece
Fo Csome Ieigece Poessioas
6
Tomorrow: Comprehesive Web Iteiece Wi Drive Vaue Throuhout The Mareti Mi
As Web analytics platorms continue to evolve, Web data will be pervasive throughout most
customer interactions. Platorm extensions will tie together digital measurement tools, and
marketers will be in a position to expand the infuence o Web intelligence to drive customer
interactions across channels. Tis closely aligns with Customer Intelligence proessionals’ goal to
obtain a more complete set o insights that in turn enable a more responsive and adaptive marketing
organization. Extending the use o Web intelligence in this way will help CI proessionals:
· Give the contact center context. Contact centers need customer data — and they need it within
the context o active interactions. By extending Web intelligence, CI practitioners will be able
to include online insights to round out existing contextual inormation to drive more eective
customer interactions. For example, data on customers’ recent Web site visits, relevant social
media activity, or usage o other support outlets can be passed through to call center agents
(CSAs) along with standard contact history and account inormation. Tis will enable CSAs tomore closely match customers’ needs and dispositions and drive appropriate next actions.
· Assemble a comprehensive customer prole. Customer Intelligence proessionals need to
get marketing teams to share activity, transactional, and historical data to ensure they are
targeting eectively.6 Tese Web-derived advances will drive real-time intelligence and support
inbound as well as outbound marketing. omorrow’s Web analytics platorms will help acilitate
this synchronization to inorm timely and relevant relationship nurturing and campaign
development across all channels. 7 How? One way is the analysis o digital media activity prior
to the launch o campaigns to better understand customers’ propensity to purchase. Another
is to actively track campaigns to provide insight into customer buying cycles and identiy
opportunities or micro-segmentation and remarketing.
· Transorm the Web into a laboratory. Te Web’s speed, fexibility, and data-driven nature make
it the ideal testing ground or branding and marketing concepts, regardless o the intended
execution channel, even those destined or oine or mass media delivery. Marketers will be able
to rapidly test email, advertising, technical site decisions, and direct marketing campaign
prototypes on the Web site without interrupting mainstream site activity by using Web analytics
platorm extensions such as A/B testing, multivariate testing, and behavioral targeting techniques.
8/6/2019 Forrester.web Analytics Cornerstone
http://slidepdf.com/reader/full/forresterweb-analytics-cornerstone 8/11
© 2010, Foese reseach, Ic. repodcio Pohiied Mach 29, 2010
How We Aaics Wi Emege As A Coesoe O Csome Ieigece
Fo Csome Ieigece Poessioas
7
r E C O M M E n D A t I O n S
IMPlEMEnT A WEB InTEllIgEnCE HUB FOR CUSTOMER InTEllIgEnCE
toda’s makeig pocesses geeae emedos amos o daa, which is pica maaged
ad aazed i isoaed, chae-specic sios wihi he makeig ogaizaio. tha appoach
ais o eaize ha he poeia o iegaed Csome Ieigece is geae ha he sm
o is pas. CI poessioas shod sa idig a We ieigece h o ake adaage o he
ac ha he We sie is a acho poi o michae csome ieacios. to sccess
depo a We Ieigece h, CI poessioas ms:
· Idetif cadidate activities for ehaced CI. I’s o pacica o peom michae
daa ad aasis iegaios acoss he eie makeig mi a oce. Csome Ieigece
poessioas shod ook o ea wis mappig o eisig csome epeiece
es ha ae headed hogh digia chaes. the pioiize aciiies ha ceack deep csome isigh ha a isio o We ieigece ca poide. Fo eampe,
We aaics ad Socia Ieigece ae oios edeows as escaaig i-diecioa
acii ads ad cosmes o socia ewoks dies makees o cose he oop
ewee We sies ad socia media.8
· Do more with the Web aatics patform. the mos oios wa o eed a eisig
We aaics impemeaio is cosig daa coecio ad aasis gaps hogh
he addiio o cioai om o edo’s ow oo ki o om is ceied paes.
Commo We aaics chae eesios icde iegaed appicaios o pa-pe-cick
seach makeig, emai makeig, ad socia media moioig. Aaica eesios o
We aaics icde A/b ad miaiae esig ad ehaioa ageig appicaios.
Ogaizaios wih sigica iesmes i iea It shod aso pse iegaios
ewee hei We aaics paoms ad eepise daa waehoses o he sppo
michae makeig.
· Push Web iteiece isihts ito mutichae mareti iitiatives. Oce he We
Ieigece h is i pace, i’s ime o p he isighs io acio wihi he ageed
pogams ad campaigs. Sa gaheig daa aogside eisig pocesses, adi he
daa ad aasis deieaes o accac, docme aseie peomace, ad he egi
eeagig he isighs o decisio-makig.
· Sweat the detais to coect the dots. Despie edos’ iceasig ope sace o i-
diecioa daa echage ad he aaiaii o compehesie iegaio pois schas APIs ad xMl echoog, he os is o CI poessioas o desad he ow o daa.
Pshig ad pig daa aod he eepise ad ewee sppies adds compei ha
i maaged impope, ess i seios daa qai ad aiio poems. to pee
hese isses, ocs o deig he ssem o ecod, pima kes, ad oweship o each
eeme o he pogam a he egiig o ee pojec.
8/6/2019 Forrester.web Analytics Cornerstone
http://slidepdf.com/reader/full/forresterweb-analytics-cornerstone 9/11
© 2010, Foese reseach, Ic. repodcio PohiiedMach 29, 2010
How We Aaics Wi Emege As A Coesoe O Csome Ieigece
Fo Csome Ieigece Poessioas
8
· Road trip! be a sog adocae o he isio o iegaed michae makeig
ogaizaio, sppoed he We ieigece h. Schede a iea oad show, hos
Weias, hod ow ag ches, sa a og, o sed o a ewsee oiig
icemea pogess ad sccess soies. takig he ime ad eo o edcae pees,
eecies, ad sppies wi ciae a ce ha aes We-ased ieigece ad heps
ohes ecogize he apped poeia o his isigh. Do as mch as s schedes ad
he ae dge ca wihsad. I ohe wods, oe-commicaig is ee a ad hig.
W H A t I t M E A n S
THE EMERgIng WEB InTEllIgEnCE HUB SETS BROAD MARkETIng CHAngES In MOTIOn
Ogaizaios ae iceasig hei asoe ad popoioa makeig sped o digia chaes
i spie o a goa ecessio, idicaig ha he We is acceped as a idispesie e i
makeig. 9 Oe he e wo o hee eas he emphasis o sig We ieigece o ijec
csome kowedge deepe io he eepise wi die damea chages i michae
makeig. Whie ofie makeig chaes wi coie o see as aed compoes o
he mi, he wi come de iceased sci as makees ook o emae he aspaec
ad eecieess o he We chae.10 uimae, makees’ sese o se-peseaio wi
oce hem o aioaize hei pioiies ad make sigica adjsmes o he aace o hei
makeig mi ased o measae aiio ad ieae accoaii.11
EnDnOTES
1 Forrester data indicates that 73% o businesses are currently using or piloting Web analytics
technologies. See the May 27, 2009, “US Web Analytics Forecast, 2008 o 2014” report.
2 raditional licensed soware solutions launched the Web analytics industry o its starting blocks
in the late 1990s, yet hosted oerings overtook their licensed counterparts in 2006. Since then, the
use o hosted oerings has grown dramatically . See the May 27, 2009, “US Web Analytics Forecast,
2008 o 2014” report.
3 Te complete Online Marketing suite has two core components: 1) the central hub — the molten
core o the suite that enables marketers to manage and integrate online data, and 2) the network —
a thriving community o technology and service partners that delivers execution, targeting, and
measurement services. Te central hub is the novel part o the suite; current interactive marketing
specialist vendors will make up the network layer. See the October 17, 2007, “Dening Te OnlineMarketing Suite” report.
4 On September 15, 2009, Adobe announced that it would acquire Omniture or $1.8 billion.
Adobe’s CEO, Shantanu Narayen, promised that the combined entity would help marketers realize
the ull value o their digital assets. For Forrester’s take on this acquisition, see the September 24,
2009, “Adobe’s Acquisition O Omniture Rocks Online Marketing” report.
8/6/2019 Forrester.web Analytics Cornerstone
http://slidepdf.com/reader/full/forresterweb-analytics-cornerstone 10/11
© 2010, Foese reseach, Ic. repodcio Pohiied Mach 29, 2010
How We Aaics Wi Emege As A Coesoe O Csome Ieigece
Fo Csome Ieigece Poessioas
9
5 Fiy-three percent o US online consumers say they research products online that they
subsequently buy oine, illustrating the Web’s substantial potential to infuence and drive sales
made via other channels. See the February 5, 2010, “Using Digital Channels o Create Breakthrough
Multichannel Relationships” report.
6 A comprehensive view o the customer helps marketers deliver productive customer experiences,
support marketing measurement, and drive new business opportunities. See the June 19, 2008,
“Creating A Multichannel View O Your Customer” report.
7 Te shi rom traditional programs underpinned by mass advertising, direct mail, and
telemarketing to highly relevant and personalized communications delivered through a
multitude o interactive and direct channels doesn’t happen overnight. Marketers need a new
set o tools to support this transormation. Campaign management solutions — at the center
o marketing communication design, development, and execution — must evolve to support
this transormation. See the December 14, 2009, “Te Forrester Wave™: Cross-Channel Campaign
Management, Q4 2009” report.
8 But most CI proessionals still don’t integrate listening into other aspects o their marketing
strategies. CI proessionals must develop a strategy to make listening a core part o the bigger
picture. See the March 12, 2010, “Dening Social Intelligence” report.
9 Our orecast examines the pace o the shi toward interactive marketing as a more substantial
part o the marketing mix. We expect search marketing, online display advertising, email
marketing, social media, and mobile marketing collectively to grow to nearly $55 billion by 2014.
See the July 6, 2009, “US Interactive Marketing Forecast, 2009 o 2014” report.
10 Marketers can’t see value in multichannel marketing until they can measure it. V spending is still
the biggest above-the-line expense, even as Internet usage increases and mass media audiencesragment. Yet 65% o marketing leaders think Internet measurement is more useul than V
measurement. See the January 15, 2010, “Te Future O Media Measurement” report.
11 Our latest research uncovers 40 best practices that leading Customer Intelligence (CI)
proessionals use to build a culture o accountability, and we grouped them into our categories:
1) strategic organizational alignment; 2) cross-unctional business processes; 3) value-based
metrics; and 4) transparent communication o results. See the March 23, 2010, “Te Marketing
Accountability Index” report.
8/6/2019 Forrester.web Analytics Cornerstone
http://slidepdf.com/reader/full/forresterweb-analytics-cornerstone 11/11
Forrester Research, Inc. (Nasdaq: FORR)
is an independent research company
that provides pragmatic and orward-
thinking advice to global leaders in
business and technology. Forrester
works with proessionals in 20 key roles
at major companies providing
proprietary research, customer insight,
consulting, events, and peer-to-peerexecutive programs. For more than 26
years, Forrester has been making IT,
marketing, and technology industry
leaders successul every day. For more
inormation, visit www.orrester.com.
Headquarters
Forrester Research, Inc.
400 Technology Square
Cambridge, MA 02139 USA
Tel: +1 617.613.6000
Fax: +1 617.613.5000
Email: [email protected]
Nasdaq symbol: FORR
www.orrester.com
M a k i g l e a d e s S c c e s s E e D a
5672
For inormation on hard-copy or electronic reprints, please contact Client Support
at +1 866.367.7378, +1 617.613.5730, or [email protected].
We oer quantity discounts and special pricing or academic and nonprot institutions.
For a complete list of worldwide locations
visit www.forrester.com/about.
Research and Sales Ofces
Forrester has research centers and sales ofces in more than 27 cities
internationally, including Amsterdam; Cambridge, Mass.; Dallas; Dubai;
Foster City, Cali.; Frankurt; London; Madrid; Sydney; Tel Aviv; and Toronto.