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Web analytics and social media monitoring
1. Web analytics and social media
monitoring in industrial marketing:
Tools for improving marketing communication measurement
Authors:
Joel Järvinen, University of Jyväskylä, Finland
Aarne Töllinen, University of Jyväskylä, Finland
Heikki Karjaluoto, University of Jyväskylä, Finland
Elisabeth Platzer, Evolaris next level GmbH, Austria
AMS Annual Conference - New Orleans 2012
2. What the study is all about?
The study...
◦ investigates how the online environment allows
industrial companies to overcome traditional
marketing communication measurement
challenges
◦ examines the perceived benefits of web analytics
(WA) and social media monitoring (SMM) with
regard to solving the measurement challenges
◦ compares the results with findings from within
the financial services industry in order to
illustrate the challenging operational environment
encountered by industrial businesses
AMS Annual Conference - New Orleans
2012
3. Study background
Persistent challenges related to showing
the contribution of marketing actions to
business performance
Weakened stature of marketers within firms
Increasing pressure to make marketing more
accountable
AMS Annual Conference - New Orleans
2012
4. Study Background (continued)
Digitalization has brought new opportunities
to make marketing more accountable
◦ User behaviour can be traced on websites
◦ Firm-related online discussions can be monitored
Various requests for more research on the
possibilities of marketing measurement
empowered by digital solutions
“Everything can be tracked”
AMS Annual Conference - New Orleans
2012
5. Study Background (continued)
Clearly, in many industries marketing
measurement has become significantly
more accurate in the online environment,
but it is not so clear...
...how industrial companies with
fewer customers, fewer transactions
and longer purchase decision cycles
are able to improve their marketing
measurement accuracy via online
measurement solutions
AMS Annual Conference - New Orleans
2012
7. WA & SMM
Online environment solutions to overcome
the measurement challenges
◦ WA = „the measurement, collection, analysis and
reporting of internet data for the purposes of
understanding and optimizing web usage‟ (Web
Analytics Association 2011)
tracking customers’ online activity on the company
website and linking specific online marketing
communication actions to sales or customer leads
◦ SMM = Tracking and analysing electronic word-of-
mouth (eWOM) information regarding specific
keywords (Sponder 2011)
to monitor online discussions related to the company
or to particular marketing campaigns.
AMS Annual Conference - New Orleans
2012
9. Methodology
Exploratory case study with qualitative
approach
Three industrial firms + one financial
services company investigated
◦ firms selected by purposeful sampling
◦ industrial firms investigated as a single entity
◦ cross-case analysis conducted between the group
of industrial companies and financial services firm
11 face-to-face interviews conducted
◦ interviewees selected by purposeful sampling
◦ 9 interviewees from industrial firms
◦ 2 interviewees from financial services company
AMS Annual Conference - New Orleans
2012
10. Results
Major sources of measurement challenges
identified in industrial companies
Lengthy selling process (purchase decision
never solely based on a specific marketing
communication action)
Long-term impacts investigated by surveys,
but no ideas how the survey results correlate
with long-term financial outcomes
AMS Annual Conference - New Orleans
2012
11. Results (continued)
Short-term measurement with WA
◦ WA has enabled industrial firms to...
examine how much attention and traffic a specific
online marketing communication action attracts to
the company website
track the purchase intentions and sales leads
generated through specific online campaigns
◦ Financial services firm was able to link an
online campaign all the way to the actual
transaction
AMS Annual Conference - New Orleans
2012
12. Results (continued)
Long-term measurement with WA
◦ WA has enabled industrial firms to...
perceive the interest, reactions and viral effects
gained with a specific online marketing action
◦ However, the WA data...
does not reveal if the message was received by
those who it was targeted to and understood in a
way it was designed to be understood
AMS Annual Conference - New Orleans
2012
13. Results (continued)
Long-term measurement with SMM
◦ SMM has enabled industrial firms to...
monitor and discover company-related discussions
◦ However, the SMM data...
has not essentially helped in overcoming long-term
measurement challenges
◦ No major differences were found between
industrial and financial services sector in
terms of long-term marketing measurement
opportunities with WA and SMM
AMS Annual Conference - New Orleans
2012
14. Conclusions
Online environment has significantly
improved industrial companies’ ability to
show the contribution of short-term
marketing outcomes
Despite the advancements of WA and SMM,
industrial companies will continue to
struggle in their efforts to show the long-
term financial value of marketing activities
Operational environment seems to have a
major influence on the perceived usefulness
of WA and SMM
AMS Annual Conference - New Orleans
2012
15. Conclusions (continued)
Industrial companies could significantly
improve their marketing measurement
accuracy by developing effective process for
tracking sales leads and calculating average
life-time value for a customer lead
It seems that industrial companies must still
depend largely on surveys to find out long-
term impacts of marketing actions, although
the advancements of SMM may change this
in the future
AMS Annual Conference - New Orleans
2012
