The document discusses web analytics maturity models and how understanding user behavior across channels can help optimize performance. It notes that successful strategies depend on understanding how users behave and responding contextually. The last level involves predictive analytics and multichannel optimization to gain a 360-degree view of customers. Understanding metrics and sequences of website access can help determine which channels to use and how to improve the customer experience.

2. 17+ years experience in the web
3,500+ clients from all sectors
350,000+ sites measured
50 billion measured page views per month
200+ Employees

3. Level 5
Predictive
Level 4
Web Analytics Maturity Model Corporate
Level 3 Helper
Performance
Strategic
CRM Management
Level 2
•Multichannel •Multichannel Sales
Level 1 Optimization Aggregation Report
E-Marketing • Cost - Analysis • Balanced Score-Cards
Web Metrics • Lifetime Value
•Merchandising • Strategic Planing
•Segmentation •Personalization • Predictive Analytics
Behaviour •Analytics based •Activity-based casting
•Search Engine
content serving
• Path analysis Optimization
•HitsMetrics • Funnel Reports •Campaign • Process Analytics Strategic Web
• Page view, visits, • A/B Testing Optimization (Decision Support)
visitors. • Key Performance •KPI alerts 330 Degree View of Customer
• Top 10 s Indicators
• Demographics
• Tecnographics Optimize the Channel
• Top Entry/Exit
• Performance
• Capacity Business Driven, working on metrics, accuracy and process
• Security
IT driven, “ fell good” information, few decission, minimal value

4. Web Analytics Maturity Model
Metrics
• Page view, visits,
visitors.
• Top 10 s
• Demographics
Web Metrics?
• Tecnographics
• Top Entry/Exit
• Performance
• Capacity
• Security
IT driven, “ fell good” information, few decission, minimal value

5. Web Analytics Maturity Model
Behaviour
• Path analysis
• Funnel Reports
Optimization?
• A/B Testing
• Key Performance
Indicators
Business Driven, working on metrics, accuracy and process

6. Web Analytics Maturity Model
E-Marketing
•Merchandising
•Segmentation
•Search Engine Estrategic?
Optimization
•Campaign
Optimization
•KPI alerts
Optimize the Channel

7. Which is my level?
Which is my competitor level?
What we need to get the next level?
How I am doing?
Where can I sale more?
How many channel are out there?
How much?
How…..

8. Shopping coupon E-coupon
E-mailing Fanpage
QR Code Online game
display Sponsored links
SPLINTERNET
E-coupon Mobile application
retargeting Blog
Loyalty Points SMS Price comparator
Organic referencement Catalogue
Echantillonnage Coupon
TV Spot Video Display
Press Video Ad Posted Mailing
Leaflet
Spot Radio Word of Mouth
Mobile SEO Mobile
Sponsoring Affiliation Loyalty
Customer e-relation Flyer card
Contest Prescription People
Website

9. “Successful Web channel activity is dependent on understanding the
behavior of the user and responding contextually and dynamically to
that behavior.”
Gartner - "Predicts 2010: Customer-Centric Web Strategies"

10. BUDGET ?

13. Your website : as the central element of your communication strategy
- TO INFORM
- TO PROMOTE
- TO CONVEY A BRAND IMAGE
- TO SALE… MORE AND BETTER
AnalyzerNX, HELPS YOU to keep track of your KPI’s and adjust them to:
- Improve the customer experience
- Optimize your web pages, ergonomics
- Adapt the frequency of the web updates to your visitors frequency
- Target consumer better

14. «Data pointed on our
website is now as
important as the
information collected in
store.»
Olivier Hameau -
Responsable
Webmarketing
BOULANGER

16. Paid Channels
Sponsored links
Display TV Spot
Owned Channels
E-mailing Mobile SEO
Fan page Affiliation
Website
Blog
To be earned
Mobile
Application
channels
Social Network
Organic
Flux RSS referencement
Word of
Forum
Mouth

17. Sponsored links
Sponsored links
on mobile
Affiliation
Price comparison services

18. e-mailing
campaigns Re-targetting
SMS

19. Blogs Social network

21.  Understand the sequences of access to your website

23. SOURCE VISITORS
FREQUENCY BUDGET
POSITION QUALIFICATION

26. web
mobile
Traditional
measures
MULTI-CHANNEL CAMPAIGNS

27. STOP GO
BUDGET WASTE SPENDS OPTIMISATION
AD POLLUTION CONSUMER RESPECT
CHANNEL SYNERGIES