© 2006 WebTrends Inc. All Rights Reserved
The new WebTrends
� 12 years of consistent market share leadership
� #1 in Web Analytics Strategy Forrester
� #1 in Web Analytics Market Presence Forrester
� #1 in Web Analytics Market Share, IDC
� Half of the Global and Fortune 500 as customers
� Global operations - 300 employees
� 10,000 customers have made the move to the new WebTrends 8
� WebTrends On Demand and Software
� Partner Network
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WebTrends Selected European CustomersTelecommunications Finance
Pharmaceuticals Auto/Manufacturing
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WebTrends Selected European CustomersMedia/Entertainment Consumer
Retail Travel
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It’s no longer about Web Analytics.
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The pressure to grow online advertising
Consumers spend34% of their
media time online
But…online ad spend is just 6% of all
ad spending
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Online advertising market opportunity
It’s a multi-billion dollar market that has 5x growth potential in near term:
Current market: $10 billion Potential market: $47 billion
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The art of marketing
Traditional push advertising
Clouded measurement
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Match activities to results
The Web enables direct measurement
Web site Clouded measurement
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Web site
Moving from an indirect to a direct model
Leverage visitor intent to build relationships
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The web is the new marketing hub
Over 56 percent of marketing executives said that the web will soon be the hub of their organization’s marketing strategy.
2006 WebTrends Web-Smart CMO Report
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Web Analytics is evolving into
Marketing Performance Management
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The maturing of Web Analytics
Stronger customer relationships and higher lifetime value, based on a framework of established goals, consistent metrics, and constant optimization across the entire marketing organization, and across every customer touch point.
Marketing Performance Management
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Know your customers, build relationships
TARGETING
Aggregate Activity Data
Activity Segments
Customer Segments
Page Views / Impressions
Visits / Daily Unique Visitors
Unique Visitors over Time for any Behavior
Visit-based Analytics Solutions
GeneralCampaign Tools
Customer-based Analytics Solutions
CUSTOMER INSIGHT
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Unique visitors and conversion
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
1 Conversion / 12 Daily Uniques = 8.3% Conversion rate
1 Conversion / 2 Unique Visitors = 50% Conversion rate
1 Conversion / 20 Visits = 5.0% Conversion rate
2 1 2 22 12 = 12 Daily Uniques
= 2 Unique Visitors+
3 2 4 32 33 = 20 Visits
1 Conversion
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How do I accurately identify visitors?
The accuracy continuum for unique visitors…
Least accurate Most accurate
IP Address Session cookie Persistent cookie
Recommended best practice
Session parameter
Authentication
Ideal, but rarely
practical
IP Address
IP + Agent
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3rd-Party Vendors
Not all cookies are created equal
Your Web Site (1st Party)
Your Visitor’s Browser
Uncertain Relationship
High Browser Acceptance
Blocking Software?
Page Request
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WebTrends CustomerImplemented 1st Party Cookie In July
June: 14.07%
July: 3.89%
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WebTrends Marketing Lab Product Family
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� Comprehensive Web Analytics platform
� Successor to WebTrends 7
� Driving results across the entire organization
� KPI dashboards & goal-driven metrics
� Conversion & marketing optimization
� Business Intelligence Integration
WebTrends Marketing Lab Product Family
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� Extends WebTrends Analytics 8
� Relationship marketing engine
� Enterprise-class data warehouse
� Identify valuable customer segments
� Drive targeted campaigns
WebTrends Marketing Lab Product Family
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� How are my e-mail campaigns performing?
� Which customer segments are most likely to act?
� How is the site converting?
� How can I make it easier for visitors?
Challenges marketing faces today
Marketing Executive
� Data is in silos
� KPIs are inconsistent
� Poor targeting capabilitiesOnline Marketing
Web Producer
Merchandiser/Product Manager
Customer Marketing
� Are we hitting performance goals?
� Where should we be investing our budget?
� How are sales performing?
� Which product mix changes will improve sales?
� Am I hitting my lead targets?
� How can I lower my cost per lead?
Pain Points
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Integrated Reporting Integrated Metrics
Captures campaign
details, business events and customer profile
data in a single,
consistent metrics
framework.
Measure all your campaigns consistentlyMarketing Investment
Business Intelligence
Used by database marketers and business analysts to fuel relationship marketing campaigns and build strategic plans
Operational Analysis
Designed for functional managers to dig into their program details, take action and improve results
Business Reporting
Custom Reporting
Top-line performance
Appropriate for the whole organization to monitor top line key performance indicators (KPIs)
Performance Dashboards
Real-time traffic metrics
Customer Segmentation
Business Intelligence
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Marketing Executive Performance Dashboards
� Manage by KPIs
� Set Goals
� Model Performance
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Online Marketer Optimize Campaign Spend
� Understand campaign ROI
� Optimize marketing mix
� A/B test creative
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Merchandiser Drive Product Sales
� Optimize conversion process
� Evaluate merchandising mix
� Drive sales performance
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Web Producer Determine the value of each page
� Improve web site design
� Evaluate page real estate
� Decrease home page bounce
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Customer Marketing Real-time segmentation
� Predictive RFM analysis
� Behavior-based segmentation
� Opt-in program optimization
� Relationship Marketing
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Example Relationship Marketing
Site Conversion
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Other
10%
Interested in a cruise from Miami, abandoned at “Airfare”
15%
No interest
40%
Interested in a cruise
15%
Targeting for better site conversion (Azul Travel)
Interested in a cruise from Miami
15%
Converters = 5%
Non-converters = 95%
If you’ve ever thought about a cruise this is the perfect time to come aboard!
Kiss winter goodbye with a warm Caribbean cruise!
Book Now!
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Matching offers with your customer’s needs
Prospects search on “Cruise from Miami”
Cruise from Miami
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They choose an organic search listing
Matching offers with your customer’s needs
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They later return to look for airfares
Some return to the site to view “7-day packages”
They visit the site and sign up for email offers
Matching offers with your customer’s needs
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Target your customers like never before
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Fantastic deals from the Northeast to Miami!Just in time for the spring cruise season, these are some of the best fares we’ve seen all year!
Sample Fares:
New York (JFK): $239
Boston: $259
Hartford: $25912 cities total: see all > Book Now!
Results:
� Right offer to the right person, at the right time
� Number of conversions up
� Average order size up
Matching offers with your customer’s needs
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There’s a new opportunity to prove and improve your marketing performance.
© 2006 WebTrends Inc. All Rights Reserved
Confidence
Actionability
Results
The industry’s most accurate metrics to measure, test and optimize your marketing
Enterprise-class analytics, and a data warehouse to enable relationship marketing
An integrated MPM framework to prove, and improve the contributions to your organization
WebTrends Marketing Lab provides…
© 2006 WebTrends Inc. All Rights Reserved
And Finally…
IntroducingIntroducing
The WebTrendsThe WebTrends
Web DetectiveWeb Detective
Register Today
to get top Tips & Tricks
to get the most
from your web analytics
http://www.webtrends-detective.com
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Thanks for your time today.
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