Professional Documents
Culture Documents
Akin Arikan,
Internet Marketing Solutions Group
Unica Corporation®
The Opportunity for Marketers
from Web 2.0
• Do Web Analytics!
• Don’t Just Measure to Improve
Usability and Conversion Rates!
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
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 cross-sell 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
Contribution
• Do measure community,
commerce & engagement
Measure Community,
Commerce, & Engagement
Insight Machine
March 1, 2007 – March 31, 2007
Relationship Marketing
1:1 Communication
Visit Range
Permissions Permissions
Cross-Channel
Customer LTV
Analysis
and Execution
Automated Predictive
Modeling
NetInsight for
Web Analytics
Contact Optimization
Email Authoring
2007 Unica Corporation & Execution Distributed Collaboration
Real-Time Personalization
Web Analytics & Internet Marketing Solutions
Thank you!
Online … Offline!
Thank you!
Online … Offline!
Tracking Code
113505
Display & retrieve customer codes
10% Off
Your VIP ID: 1278123
1:1
Thank you!
Online … Offline!
Direct Response
Contact ID: #366282
Thank you!
Inferred Response
Web Analytics
View web session
For Visitor
Attraction
Conversion
Retention
Measuring
Pay-per-click
Organic Search
Campaigns
Site Layout
2007 Unica Corporation
Freebies: Web 2.0 Case Study
For Visitor
Attraction
Conversion
Retention
Measuring
Pay-per-click
Organic Search
Campaigns
Site Layout
2007 Unica Corporation
Unica Customers:
Diverse Successful Marketers
Telecom Health/Insurance Retail/Catalog
Other Industries
Travel
InternetMarketing@Unica.com
2007 Unica Corporation