Not sure what you should be measuring? Measurement is an essential management activity, yet with all the tools and data available today, it is a challenge to determine what to measure and with which tool so as to improve: ˃ Marketing performance ˃ Lead capture performance ˃ Sales performance ˃ Performance of any measurable goal This webinar provides insight into: ˃ What to measure? ˃ Which tools to use? ˃ How to fine-tune the process of measurement? By attending the webinar, you can learn how to maximize the impact of any online marketing activity.

1. Information Overload: Outcome Driven Analytics August 19, 2010 Chae J. Pak [email_address] Matthew Wood [email_address] © 2010, Tavant Technologies, Tavant4Pak.com

2. AGENDA Overview Data and Data Collection Measurement Framework and ROI Conversion and Retention Focus

5. Current State Source: Web Analytics Association Industry Outlook Survey 2010 What will be your top Web analytics initiatives in 2010?

6. AGENDA Overview Data and Data Collection Measurement Framework and ROI Conversion and Retention Focus

8. Data Collection Software and Services

9. Monitoring Vendor Comparison

10. Monitoring Vendor Comparison Source: The Forrester Wave™: Listening Platforms, Q1 2009

11. If you want to stay connected

12. Measurement Maturity Scale 0 Money Time Novice Amateur Expert Master Identify KPIs Benchmark Competitors No Segmentation Test multiple landing pages and ads Buyer Funnel Analysis Preference Segmentation Systematic testing of online activities Compelling and effective ‘call to actions’ A/B multivariate testing Online Surveys Customer engagement segmentation Structured approach to improving conversion Align keywords, landing pages, and ‘call to actions’ Multi-channel customer experience Event-triggered email or contact Behavioral/ Psychological segmentation

13. M-Scale: Novice - Monitor traffic directly - Tells you exactly what people did on your site 0 Money Time Novice Amateur Expert Master Identify KPIs Benchmark Competitors No Segmentation Test multiple landing pages and ads Buyer Funnel Analysis Preference Segmentation Systematic testing of online activities Compelling and effective ‘call to actions’ A/B multivariate testing Online Surveys Customer engagement segmentation Structured approach to improving conversion Align keywords, landing pages, and ‘call to actions’ Multi-channel customer experience Event-triggered email or contact Behavioral/ Psychological segmentation Amateur Expert Master Amateur Expert

14. M-Scale: Amateur – Monitor the same group of people across the internet – Extrapolate the size of your audience – Tell you a great deal about characteristics of your audience and how you rank compared to other sites 0 Money Time Novice Amateur Expert Master Identify KPIs Benchmark Competitors No Segmentation Test multiple landing pages and ads Buyer Funnel Analysis Preference Segmentation Systematic testing of online activities Compelling and effective ‘call to actions’ A/B multivariate testing Online Surveys Customer engagement segmentation Structured approach to improving conversion Align keywords, landing pages, and ‘call to actions’ Multi-channel customer experience Event-triggered email or contact Behavioral/ Psychological segmentation Amateur Expert Master Amateur Expert

15. M-Scale: Expert Survey – Get detailed responses from a select group of invitees, based on business rules Feedback Widget – Get quick feedback and short survey responses from self-selected group – End user submit ideas –how to make your site better Product Reviews – E-Commerce specific – Find out what people think of the products you’re selling; allow shoppers to read reviews from other shoppers, even if they didn’t shop on your site – Especially valuable for product manufacturers Survey Widgets Reviews 0 Money Time Novice Amateur Expert Master Identify KPIs Benchmark Competitors No Segmentation Test multiple landing pages and ads Buyer Funnel Analysis Preference Segmentation Systematic testing of online activities Compelling and effective ‘call to actions’ A/B multivariate testing Online Surveys Customer engagement segmentation Structured approach to improving conversion Align keywords, landing pages, and ‘call to actions’ Multi-channel customer experience Event-triggered email or contact Behavioral/ Psychological segmentation Amateur Expert Master Amateur Expert

17. AGENDA Overview Data and Data Collection Measurement Framework and ROI Conversion and Retention Focus

18. Measurement Framework Market insights Customer (inc searches) Competitors Intermediaries Summary performance dashboards Web analytics & optimization Traffic Engagement Value Brand Searches Conversations Engagement Health Commercial Sales Customers Finance Digital marketing management system Intelligent alerting and diagnosis

19. Digital Marketing System Business Model (per activity) - How does your activity convert into value Behavior Goals - Specific behaviors that contribute value directly or lead to value within the business model Measures of success - How you quantify achievement of a specific behavior goal online Market insights Customer (inc searches) Competitors Intermediaries Summary performance dashboards Web analytics & optimization Traffic Engagement Value Brand Searches Conversations Engagement Health Commercial Sales Customers Finance Digital marketing management system Intelligent alerting and diagnosis

20. Business Models - Samples

21. Behavioral Goals Land on Site View Product Add to Cart Buy Use the Engagement Model Approach

22. Behavioral Goals Source: Greater Returns, Aaron Gray 2010

23. Behavioral Goals Land on Site Browse Services Download Datasheet Contact Business Model feeds into the Behavioral Goals. i.e. lead generation

25. Develop the Scorecard before ROI Source: Greater Returns, Aaron Gray 2010

26. Digital Channel ROI Awareness Leads Sales Loyalty + Outside insight & Innovation Total Value: Hard Dollars Soft Dollars $ $

27. AGENDA Overview Data and Data Collection Measurement Framework and ROI Conversion and Retention Focus

29. What you could do better at: X

31. Customized Alerts