From Web Analytics to Customer Analytics: Making Web Data Personal

White Paper
From Web Analytics to Customer Analytics: Making Web Data Personal
INTRODUCTION It's a great vision. But how can marketers learn enough about If you're like most marketers, you're facing an enormous headwind: individual customers to predict which messages will be perceived you need to increase marketing returns, but conventional marketing as most relevant, and when? Web analytics provide an unparalleled, techniques are rapidly becoming ineffective. What's more, you're new opportunity to help. Leading innovators are already using web seeing unmistakable signs that even some online tactics are begin- analytics to uncover a goldmine of insights about the interests of ning to suffer from many of the same problems as traditional market- their prospects and customers current interests, as revealed by their ing tactics. individual behavior on the web. These innovators are increasing To improve returns, many marketers are focused on making their margins and profits by making web analytics personal.communications more timely and relevant to recipients. To do that, Access the they need to build communications around the interests and prefer- individuals behind ences of each individual customer or prospect. Web analytics, if each funnel stepmade personal, can fuel this process, by providing specific behav-ioral insights about each individual.This white paper uncovers the gold mine that is personal-level web analytics. We'll help you identify the specific nuggets to mine for, and apply them to increase marketing returns at every stage of the Example: A web analytics funnel customer life cycle, both online and offline. report, and the list of individuals in each funnel step, where some individuals are registered and THE FIGHT AGAINST DECLINING MARKETING RESULTS known while others are anonymous but cookie'd.For years, marketers have struggled with the growing ineffectiveness of conventional offline marketing techniques. Online marketers took TWO USES OF WEB ANALYTICS: AGGREGATE AND comfort in the rapid growth and eager acceptance of their "new" INDIVIDUAL-LEVEL INSIGHTS media. But online is no longer "new," and online marketers are Conventionally, marketers use web analytics at an aggregate level. beginning to face many of the same challenges as their colleagues. They seek to report on the performance of their web sites and online They're encountering symptoms like: advertising, so they can adjust their efforts to improve the results. . Dwindling email open rates This is an extremely worthwhile application that can deliver excellent . Growing competition for search keywords that has driven up return on investment. costs However, marketers may be squandering a huge opportunity if they . Lower online retail margins, caused by comparison-shopping do not also leverage web analytics as a rich source of behavioral engines insights on individual prospects and customers. Used this way, web . The failure of innovations such as "buy online and pick up in analytics can play a far more direct role in engaging customers, store," to guarantee success (as witnessed by the recent bank- improving customer experiences, and increasing sales, by enabling ruptcy of leading "clicks-and-mortar" advocate Circuit City) companies to deeply personalize their communications and interactions.Marketers recognize that increasing the relevance and timeliness of their marketing messages can help fight these trends. Whether you Individual Web Analytics: A Gold Mine for call it "personalization" or "behavioral targeting," the underlying idea Increasing Marketing Value is the same: When you present the right message to the right person Individualized web analytics isn't mere theory: many companies are at the right time through the right channel, it's far more likely to be already applying it to improve their marketing performance and heard, and acted upon. profitability. Amazon, which has long leveraged web behavioral data to make product recommendations, is one of the best known
Unica Corporation | www.unica.com 1examples, but many other firms are also effectively leveraging These insights can be transformed into targeted marketing initiatives individual web data to personalize interactions. at every stage of the customer life cycle (see graphic).
. eBay provides personalized suggestions of available items that traders may also be interested in, based on their recent search- Initiatives Dr... [download for more]