Strategies for CRM and Direct
Marketing Analytics - Critical Approach and Guidelines
(It is all in the clicks,
pixels, and cookies is only half the understanding)
Key words: web log data, web
visitor analysis, marketing relevance of web sites, measuring
the effectiveness of web creatives, ROI of a web site, web
sales, error codes, targeted and un-targeted reach of visitors
Analysis of Web Marketing and Web Creatives using web
log data:
The above is just the tip of the iceberg
=====
Analysis of web data: Some very
interesting questions that web owners or entrepreneurs need to
be asking:
First simple questions
- How many are coming to your site by country, IP, robots,
month of the year, week of the month, day of the week and time
of the day (marketing relevance)
- What are the search phrases or key words people use to
reach your site (marketing)
- How many keep them as favorites (effectiveness of
relationship)
- Which pages are more often visited (marketing relevance)
- Which search engines send you the most traffic (marketing
relevance)
- Where do they drop in their visit or while they are
moving around with the cart? (sales and creative related)
- broken links that most often visitors look for and miss
(creative site management)
- which browsers are more often used by your visitors (site
optimization)
- which sites are sending you most often (potential
affiliate marketing opportunity) or partner news letter
participation
- How not to overestimate web traffic from internal
activities, partner visits, vendor visits, and robots? (Web
ROI, optimizing site management, creative management)
- How to track customers so that you know exactly the
effectiveness of your web marketing budget, using actual sales
data? (Web ROI)
- Do you have to spend more money to keep with the growth
of the visitors and when? (site optimization and cost
management - ROI)
- Are there any unfocussed pages in the site which gets lot
of traffic but of no consequence? (creative site management)
- What is the commonly used navigational path before
customers buy products and services? What are the weak
links in the path? (site management, creative management, ROI)
If you like to explore, we will provide a free analysis
after a weeks time of web log data. Please contact:
Nethra Sambamoorthi
(crmportals@gmail.com or
nethra@crmportals.com
- mention "I Want to Leverage Web Analysis" in the subject. (I
need this to get through potential spam)
Know how to do
web analytics for measuring the effectiveness of web
campaigns.
This is not
a technology question, this is the age old approach for
deciphering intelligence as to
how to improve your business through marketing. It is
true, largely, that all the web analytics intelligence is
available in the clicks, cookies, and pixels. However, we need
to build some
key bridges letting clicks, pixels, and cookies to speak & justify marketing
using hard numbers, namely ROI calculations. In
the following we will provide very critical guidelines as to
how to do this.
-
Combine the web
data, with sales data
-
Establish ROI based
on hard sales data, not hits, not pages, not IPs, ... Web
analytics using these is the basic and first order.
These are good to start the process especially to understand
quickly where the web site should be evolving into. The
next step is getting this integrated with sales data.
How do we do this?
-
The outputs should
be available on a daily basis (automated process will provide
this). This is well and good; how do we do this?
-
How do we do the same
thing for each of other channel, so that I know where to spend
more marketing budget amount?
-
For basics on
interpreting log file elements see
this article; a simpler article is
Web log data elements remember log file is the first basis, but
your actualized ROI and understanding and challenging the web
marketing activities and associated budget decisions, go well
beyond this.
Know how to do
web analytics for creative messaging and positioning:
The answers to the
questions mentioned in the beginning should help us to
redesign and to introduce creative communications to get
visitors attention for specific desired sales related action.
Think about the
following:
What are the
questions to ask your analysts?
What are important
marketing questions the web based solutions do not answer?
Does real time
analytics matter?
How to evaluate ROI
when people are coming from different channels?
What are the
standard web diagnostics one has to do to see where a web site
stands before one can derive benefits?
-more
to come
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