"Benchmarking Your Online Impact: From Stats to Reputation Management" delivered live at UnTech10, 1:30pm Thursday Feb. 11, 2010; combined from 2 sessions originally scheduled for delivery at the ASAE Technology Conference (canceled due to snowfall in Washington, DC)

1. CONTENT LEADERS:
Jim Kelly, CEO and Founder of Syscom Services
Robert 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 11
1:30 — 2:30
untech10.conferencespot.org

3. Online marketers must
understand the tools they
have to affect their
online presence

4. 1994
5k sites
Today
200 million +
Number of Web Sites

5. US Online Marketing Domestic Marketing
Projected Marketing Spending
in 2014
$55 billion

6. 0
20
40
60
80
100
120
140
2009 2010 2011 2012 2013 2014
% of Online
Advertising
Search Engine Marketing

8. Benchmarking your
Online Stats

9. Evolution of Webstats
Basic and free
(usually from the ISP)
versus advanced and
expensive

10. Background

11. Latest &
Greatest

12. Workflow

14.  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

15.  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

16. Pros:
 Client AND server-side tracking
 Large number of sophisticated built-in reports
 Full control of your data
 Flexible devices

17. vs
Smaller Companies:
 Cheaper
 Quicker to learn
 Don’t need advanced tools
Larger Companies:
 Detailed data
 Staff and $ to fully train
 Data integrity

18.  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

19.  Pay-per-click and search-engine optimization
 Integration with e-mail campaigns
 Comparison of two time periods

20. 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.

21. 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

22. 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

23. 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

24.  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:
Intelligence

26. 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

27. Why are associations
moving to Analytics?
 The price is right
 Easy to build reports
 Report graphs, charts easy to understand
 Powerful

28. 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

29. Impact

30. Benchmarking your
Online Reputation

31. Consumers trust peers over traditional
channels and actively avoid marketing
communications

32. 92% of respondents have more
confidence in information they seek
out online than anything coming from
a salesclerk or other source
WSJ and PSBResearch

37. Media Menu
1960 2009
TV Channels
Radio Stations
Magazines
Domain Website Names
Blogs
Podcasts
Social Networking Site Visits
Online Video Streamers
Online Searches per month
6
4400
8400
106
14,300
19,400
138 mil
75 mil
1.6 mil
80 mil
106 mil
7 mil

39. “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)

40. PlasticsMythBuster.org
 Rumor Registry
 Sign Up
 Context: Other Myths
 Poinsettia Leafs
 Kidney Theft
 DiHydrogen Monoxide

41. GreenBuildingSolutions.org
 Web’s First 3-D GB Tour
 Stimulus Funding Videos
 Video Since 2004
 Serial News – 105% Open
 4 Yrs Content Database

42. Plastics-Car.com

44. Share of Voice

45. What’s Your Goal?

46. Listening Platforms Yesterday

47. Listening Platforms Today

49. Conversation Is Happening Without You

50. Not Low-Hanging Fruit—It’s Laying on the Ground

51. ?Questions?

52. Jim Kelly, CEO and Founder
SYSCOM SERVICES
info@syscomservices.com
301.768.1800
Robert Krebs, Director, Market Innovations, Plastics Division
AMERICAN CHEMISTRY COUNCIL
rob_krebs@americanchemistry.com
703.741.5626
Thomas McClintock, Partner
NSI PARTNERS
Tom@nsipartners.com
719.328.0042
Contact Information