1. Shaping Online Browsers into
Offline Buyers
Jennifer Wilson, WebTrends and Chris Kuelbs, Polaris
jennifer.wilson@webtrends.com
Chris.Kuelbs@polarisind.com
2. Agenda
WebTrends and Polaris partnership
Polaris’ approach to changing their business
Results of Polaris’ efforts
Q&A
3. WebTrends and Polaris Partnership
What brought us together
WebTrends products being leveraged
Analytics
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Marketing Warehouse
–
Visitor Intelligence
–
Score
–
Ad Director
–
4. Chris Kuelbs
Lead Project Manager, Web Applications
Polaris Industries, Inc
Chris.Kuelbs@PolarisInd.com
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5. About Polaris
• Annual 2008 sales of $1.9 billion
• Polaris designs, engineers, manufactures and markets all terrain
vehicles (ATVs), including the Polaris RANGER™, snowmobiles and
Victory motorcycles for recreational and utility use.
• Victory motorcycles, established in 1998, represents the first all-new
American made motorcycle from a major company in nearly 60
years.
• Polaris also enhances the riding experience with a complete line of
Pure Polaris apparel, accessories and parts, available at
www.PUREPolaris.com.
• Information about the complete line of Polaris products is available
anytime from the Polaris homepage at www.polarisindustries.com.
6. Our Task:
• Shift our thinking from 1.0 to 2.0
• Use relevant content and one-to-one marketing to capture leads, pull
them down the purchase funnel and deliver to our dealers on the “1
yard line”
• BUILD THE BEST WEBSITE IN THE POWERSPORTS INDUSTRY
7. Our Solution
Analytics Scoring
Reporting KPI’s 1) Life time value
2) Propensity to buy
Leads
Capturing names
Marketing Building profiles
Online/Offline
Advertising &
CRM
Promotions
Dynamic Content
Pull consumers
Relevancy
Website/Email/Direct Mail
Dealer Tools
Promotions
Offers
Backward/forward CRM integration
Higher quality information
Improved prospect ranking system
Targeted Marketing Robust reporting
8. Our Obstacles
• Technologies
• Learning curves
• Some “not quite ready for primetime”
• Silo Mentality in Marketing
• Right hand/left hand
• Lack of common tools and collaboration
• Budget Constraints
• Doubting Thomases
• Staying focused and on task
• Large project, lots of players
• Weak links on team
9. Our Process
• Sell the idea from top down
• CRITICAL to securing funding
• Using “reverse authorization” helps next level down better
understand the importance
• Converge multiple partners (some competing) for brainstorming
• Our two main contracting firms
• Major software provider
• Design begins to take shape
• Engage the end users early and often
• Steering team
10. Our Process (continued)
• Phased Approach
• Phases broken out by major technologies
• Sign-off from business at each applicable phase
• Have a d*mn (darn) good Project Manager
• Follow the SDLC to a “T”
• Stay out of the weeds
• Refocus when needed
• Drive on tasks and costs
11. Our End (and ongoing) Results
• Four major KPIs to track funnel movement:
• Online Engagement
• Lead Engagement
• Web Influence
• Marketing Effectiveness
• Web Applications and Marketing can now:
• Understand what works and what does not
• Adjust campaigns to influence different areas of the funnel
• Maximize our online spend
12. Our End (and ongoing) Results (continued)
Metric 08 YTD 07 YTD Goal
Avg. Cost Per Reg. Visitor Acquired $ 4.85 $ 7.88
Effectiveness
Marketing
Reduction in Avg. CPV
Total Cost $ 1,160,506 $ 1,505,732
Average E-Marketing Cost Per Owner $ 42.17 N/A
Total E-Marketing Cost $ 458,799 $ 795,174
Engagement
Total Visitors 6,452,103 6,206,833
Increase in registered Visitors
Lead
Total Reg. Visitors / Leads 239,416 191,012
% Of Reg. Visitors / Leads 3.7% 3.1%
Total Web Units Influenced 10,879 N/A
% of Reg. Visitors Influenced 4.5% N/A
Web Infuence
Increase % of Total Units Sold
% of Total Units Sold 6.2% N/A
Total Hot Prospects 156,583 N/A
% Hot Prospect Units Influenced 5,901 N/A
% Of Total Units Sold 3.4% N/A
Total Visitors 6,452,103 6,206,833
Online Engagement
% Of Campaign Acquisition 12.5% 5.0%
Tracking funnel movement
Awareness 5,351,394 N/A
Wishing 2,873,548 N/A
Consideration 771,841 N/A
Average Reg. Visitor Score 67.09 N/A
