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

info@syscomservices.com301.768.1800

Robert Krebs, Director, Market Innovations, Plastics Division

AMERICAN CHEMISTRY COUNCILrob_krebs@americanchemistry.com

703.741.5626

Thomas McClintock, PartnerNSI PARTNERS

Tom@nsipartners.com719.328.0042

Jim Kelly, CEO and FounderSYSCOM SERVICES

info@syscomservices.com301.768.1800

Robert Krebs, Director, Market Innovations, Plastics Division

AMERICAN CHEMISTRY COUNCILrob_krebs@americanchemistry.com

703.741.5626

Thomas McClintock, PartnerNSI PARTNERS

Tom@nsipartners.com719.328.0042

Contact Information