How many surfers visit your website every day? What are their favorite sections? How can you turn a visitor into a lead, then in a client? Where are the hurdles to this conversion? During this fifth Academy, our WebTrends experts will explain how web analytics can significantly improve your website ROI and better profile your target group. I

1. Maarten Sambre
Consultant
Maarten.Sambre@webtrends.com
© 2006 WebTrends Inc. All Rights Reserved

2. 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
© 2006 WebTrends Inc. All Rights Reserved

3. WebTrends Selected European Customers
Telecommunications Finance
Pharmaceuticals Auto/Manufacturing
© 2006 WebTrends Inc. All Rights Reserved

4. WebTrends Selected European Customers
Media/Entertainment Consumer
Retail Travel
© 2006 WebTrends Inc. All Rights Reserved

5. It’s no longer about Web Analytics.
© 2006 WebTrends Inc. All Rights Reserved

6. The pressure to grow online advertising
Consumers spend
34% of their
media time online
But…online ad spend
is just 6% of all
ad spending
© 2006 WebTrends Inc. All Rights Reserved

7. Online advertising market opportunity
It’s a multi-billion dollar market that Current market: $10 billion
has 5x growth potential in near term: Potential market: $47 billion
© 2006 WebTrends Inc. All Rights Reserved

8. Traditional push advertising
The art of marketing
Clouded measurement
© 2006 WebTrends Inc. All Rights Reserved

9. The Web enables direct measurement
Web
Clouded measurement
site
Match activities to results
© 2006 WebTrends Inc. All Rights Reserved

10. Moving from an indirect to a direct model
Web
site
Leverage visitor
intent to build
relationships
© 2006 WebTrends Inc. All Rights Reserved

11. 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
© 2006 WebTrends Inc. All Rights Reserved

12. Web Analytics
is evolving into
Marketing
Performance Management
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13. The maturing of Web Analytics
Marketing Performance Management
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.
© 2006 WebTrends Inc. All Rights Reserved

14. Know your customers, build relationships
TARGETING
Customer
Segments
Customer-based
Activity Analytics
Segments Solutions
Visit-based
Analytics
Solutions
Aggregate
Activity
Data General
Campaign
Tools
CUSTOMER INSIGHT
Page Views / Visits / Daily Unique Visitors over
Impressions Unique Visitors Time for any Behavior
© 2006 WebTrends Inc. All Rights Reserved

15. Unique visitors and conversion
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
1 Conversion
2 3 3 2 3 4 3 = 20 Visits
2 2 2 1 1 2 2 = 12 Daily Uniques
= 2 Unique Visitors
+
1 Conversion / 20 Visits = 5.0% Conversion rate
1 Conversion / 12 Daily Uniques = 8.3% Conversion rate
1 Conversion / 2 Unique Visitors = 50% Conversion rate
© 2006 WebTrends Inc. All Rights Reserved

16. How do I accurately identify visitors?
The accuracy continuum for unique visitors…
Least accurate Most accurate
Persistent cookie Authentication
IP Address Session cookie
IP Address
Session parameter Recommended
IP + Agent Ideal, but
best practice rarely
practical
© 2006 WebTrends Inc. All Rights Reserved

17. Not all cookies are created equal
Your Visitor’s
Browser
Blocking
High Browser Uncertain
Software
Acceptance Relationship
?
Page
Request
3rd-Party
Your Web Site
(1st Party) Vendors
© 2006 WebTrends Inc. All Rights Reserved

18. WebTrends Customer
Implemented 1st Party Cookie In July
June: 14.07%
July: 3.89%
© 2006 WebTrends Inc. All Rights Reserved

19. WebTrends Marketing Lab Product Family
© 2006 WebTrends Inc. All Rights Reserved

20. WebTrends Marketing Lab Product Family
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
© 2006 WebTrends Inc. All Rights Reserved

21. WebTrends Marketing Lab Product Family
Extends WebTrends Analytics 8
Relationship marketing engine
Enterprise-class
data warehouse
Identify valuable
customer segments
Drive targeted campaigns
© 2006 WebTrends Inc. All Rights Reserved

22. Challenges marketing faces today
Marketing Executive
Are we hitting performance goals?
Where should we be investing our budget?
Web Producer
Pain Points
How is the site converting?
How can I make it easier for visitors?
Data is in silos
Merchandiser/Product Manager
KPIs are inconsistent
How are sales performing?
Which product mix changes will improve sales?
Poor targeting
capabilities
Online Marketing
Am I hitting my lead targets?
How can I lower my cost per lead?
Customer Marketing
How are my e-mail campaigns performing?
Which customer segments are most likely to act?
© 2006 WebTrends Inc. All Rights Reserved

23. Measure all your campaigns consistently
Marketing Integrated Metrics Integrated Reporting
Investment
Captures campaign
Real-time traffic metrics
Top-line performance
details, business events
Appropriate for the whole
and customer profile
organization to monitor top
data in a single,
Performance Dashboards
line key performance
consistent metrics
indicators (KPIs)
framework.
Business Reporting
Operational Analysis
Designed for functional
managers to dig into their
Custom Reporting
program details, take
action and improve results
Business Intelligence Customer Segmentation
Used by database
marketers and business
analysts to fuel relationship Business Intelligence
marketing campaigns and
build strategic plans
© 2006 WebTrends Inc. All Rights Reserved

24. Marketing Executive Performance Dashboards
Manage
by KPIs
Set Goals
Model
Performance
© 2006 WebTrends Inc. All Rights Reserved

25. Online Marketer Optimize Campaign Spend
Understand
campaign
ROI
Optimize
marketing
mix
A/B test
creative
© 2006 WebTrends Inc. All Rights Reserved

26. Merchandiser Drive Product Sales
Optimize
conversion
process
Evaluate
merchandising
mix
Drive sales
performance
© 2006 WebTrends Inc. All Rights Reserved

27. Web Producer Determine the value of each page
Improve web
site design
Evaluate page
real estate
Decrease home
page bounce
© 2006 WebTrends Inc. All Rights Reserved

28. Customer Marketing Real-time segmentation
Predictive RFM
analysis
Behavior-based
segmentation
Opt-in program
optimization
Relationship
Marketing
© 2006 WebTrends Inc. All Rights Reserved

29. Example Relationship Marketing
Site Conversion
© 2006 WebTrends Inc. All Rights Reserved

30. Targeting for better site conversion (Azul Travel)
Converters = 5%
Non-converters = 95%
40% 15% 15% 15% 10%
No interest Interested Interested Interested Other
in a cruise in a cruise in a cruise
from Miami from
Miami, If you’ve ever
thought about a
abandoned
cruise this is the
Kiss winter
at “Airfare”
perfect time toa
goodbye with
come aboard!
warm Caribbean Book Now!
cruise!
© 2006 WebTrends Inc. All Rights Reserved

31. Matching offers with your customer’s needs
Cruise from Miami
Prospects search on
“Cruise from Miami”
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32. Matching offers with your customer’s needs
They choose an
organic search listing
© 2006 WebTrends Inc. All Rights Reserved

33. Matching offers with your customer’s needs
They visit the site and
sign up for email offers
Some return to the site
to view “7-day packages”
They later return to
look for airfares
© 2006 WebTrends Inc. All Rights Reserved

34. Target your customers like never before
© 2006 WebTrends Inc. All Rights Reserved

35. Matching offers with your customer’s needs
Results:
Right offer to the right person,
at the right time
Number of conversions up
Average order size up
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: $259
12 cities total: see all > Book Now!
© 2006 WebTrends Inc. All Rights Reserved

36. There’s a new opportunity
to prove and improve your
marketing performance.
© 2006 WebTrends Inc. All Rights Reserved

37. WebTrends Marketing Lab provides…
The industry’s most accurate metrics to
Confidence measure, test and optimize your marketing
Enterprise-class analytics, and a data
Actionability
warehouse to enable relationship marketing
An integrated MPM framework to prove,
Results
and improve the contributions to your
organization
© 2006 WebTrends Inc. All Rights Reserved

38. And Finally…
Introducing
The WebTrends
Web Detective
Register Today
to get top Tips & Tricks
to get the most
from your web analytics
http://www.webtrends-detective.com
© 2006 WebTrends Inc. All Rights Reserved

39. Thanks for
your time today.
For more details
Maarten.Sambre@WebTrends.com
© 2006 WebTrends Inc. All Rights Reserved