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Email & Web Analytics:The Killer E-CommerceMarketing & Measurement Combo

Scott OllivierDirector, Product ManagementResponsys

Educate the group on why email and web analyticsare becoming the “killer marketing combo”

Share strategies for web analytics-driven marketingprograms

Showcase the ease of combining these two keytechnologies

Interactive Q&A session with our panel of experts• Scott Ollivier, Director of Product Management, Responsys

• Barry Stamos, Sr. Director of Strategy, Responsys

• Melissa Shaw, Email & Lifecycle Marketing Guru

• David West, Sr. Sales Engineer, Omniture

Agenda for this Session

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Responsys and Omniture expert tips and bestpractices.

Detailed application examples for various verticals

Integration guidelines

Customer success stories

Simply drop your business card in the fishbowl• You’ll receive our whitepaper within two weeks

• We’ll include Q&A that we receive from you today

FREE Whitepaper: Email and Web Analytics

A Better Targeting Tactic for Email Marketing

The Problem:• Emails are still not as effective as they could be

Towards a Solution:• Success is a matter of the relevance and timing of any offer

• Technologies such as personalization and segmentation areeffective, but don’t always have the immediacy needed to achievethe highest levels of relevance.

The Next Step:• Tying website behavior to email marketing campaigns combines

personalization with the immediate knowledge of the visitoractivity.

• This helps us take action based on not just “who the visitor is” butalso “what are they interested in now?”

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Consider the Options for Increasing ROI

“If possible, basing content on user details is as close to a ‘can’t miss’as there is in online marketing”

MarketingSherpaEmail MarketingBenchmark Guide2007

Behavior-basedMarketing Strategies

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Key Behavior-Based Strategies

Abandonment• Abandoned Cart Offers

• Offer Testing / Communication Cadence Testing

Post Purchase• Up-sell and Cross Sell Campaigns

Browse• Product Category Browsed

• Sub Category Browsed

• Browsing Frequency and Recency

Abandonment Marketing Strategies

Strategy• Remarket to visitors that have abandoned a shopping cart or

registration process

Web Analytics data points• Products abandoned

• Categories abandoned

• Visit recency

• Amount of abandoned cart• Depth of purchase consideration

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Abandoned Cart Marketing Program Example

Post Purchase Marketing

Strategy:• Leverage purchase event information to up-sell or cross-sell other

products

Web Analytics data points:• Products purchased

• Categories purchased

• Amount of purchases

• Affinity models

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Post Purchase Marketing Example

Browse Behavior Marketing

Strategy:• Remarket to visitors that have browsed particular site areas

at some key period in the past

Web Analytics data points:• Pages viewed

• Sections viewed

• Products viewed

• Categories viewed• Depth of visit

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Browse Marketing Example

How do you make thishappen?Email / Web Analytics Integration

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The Killer Combo: Email and Web Analytics

Question:• We’ve seen many studies indicating that using your knowledge of

visitor behavior with email can increase conversion and revenuemetrics.

• But how can this be accomplished, especially when eachcomponent is often a separate outsourced piece of software?

Answer:• Look for web analytics and email platforms

4 Flexible data models and integration options4 Easy configuration of automated data import / export processes

• Email platform with strong personalization and dynamic contentfeatures

• Web analytics platforms with individual level trackingsophisticated commerce reporting and campaign managementtools

Closed Loop Integration and Optimization

Develop Campaign and Launch

Data Captured• Browsed• Purchased• Abandoned• Registered• Downloaded

Message Elements Tagged• Campaign ID• Recipient ID• Optional parameters for:

• Segment ID• Link Placement

Visit fromCampaign ID = 2006-01 NewsRecipient ID = 12345Segment = Cell A

Visit fromCampaign ID = 2006-01 NewsRecipient ID = 35813Segment = Cell B

Automated Data Feeds• Behavioral data: for segmentation and

message triggering• Site and product data: message

personalization

Optimize

Analyze Campaign Performance

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Best Practices for Integration

Decide on a visitor identification strategy• Consider how visitors are identified as they browse the website• Maximize visitor identification: large audience for re-marketing efforts• Use Customer ID, CRM ID, etc. Use email address as a last resort.

Setup your email campaigns for intelligent tracking• Links to website should contain parameters that will be tracked across visit

4 Campaign identifier4 Visitor identifier (should be dynamically inserted)4 Additional desired parameters (segment, etc.)

Instrument your website for campaign and visitor tracking• Modify appropriate web analytics vendor plugin code to track incoming campaign

and visitor identifiers Automate transfer of segmentation and other website data

• Product Browsers, Product Abandoners, Product Purchasers• Prospects that complete some success event

Enable integrated reporting by web analytics vendor• Transfer campaign email metrics to web analytics vendor

Visitor Identification Strategy

Decide When and How you identify and track visitors.• When

4 If the visit originates from an email link, you already know the emailrecipient, so you should be able to start tracking that visitor immediately.

4 If the visit originates from the web, at some point they identify themselves(via a login or registration).

• How4 Ideally, track the visitor by a Customer or CRM ID

4 Email address is more problematic

θ Privacy concerns. You don’t want to pass the email address as anidentifier in the email links

θ Email address can change

4 Once identified, place this ID in the a web analytics variable for visitortracking. This enables visitor segmentation by the web analytics vendor.

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Easy Setup of Tracking Parameters in Responsys

In order to track Campaign and Recipient, links in emailneed to have the right tracking information• http://yoursite.com/page.jsp?rmid=101&rrid=10938• You should not have to hard code these in your email creative

content

With Responsys, you can customize your account forOmniture tracking information• Campaign parameter• Visitor parameter

What Else Can You Take Advantage of?

Omniture has a very flexible framework for trackingcustom commerce variables.• Consider inserting other email recipient parameters for

collection and tracking by Omniture.• For example, provide a variable that defines the email

recipient’s segment or cell code and use that for a more finegrained campaign report in Omniture4 http://yoursite.com/page.jsp?rmid=2006-01_News&rrid=10938&segment=A

4 Compare Conversion Rates and Revenue within a campaign forSegment A versus Segment B

• Responsys makes this dynamic variable insertion in emaillinks easy.

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Setting Up Tracking Parameters for a Campaign

Enable tracking parameters for particular campaign• Campaign Message Identifier: rmid• Dynamically inserted customer identifier: rrid

Take Advantage of Dedicated Partner Support

Wizard-guided configuration ofintegration between the webanalytics platform andcampaign management platform

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Integration Brings Data to Marketer’s Fingertips

Standard datatransfer

Standard re-marketing:• Purchasers• Abandoners• Browsers

CustomSegments

OmnitureIntegratedEmailCampaignReporting

Re-Marketing Campaigns

Use Campaign Management tools• Business Rules for Message Scheduling

4 Deliver x days after website event (abandon, purchase, browse)

4 Subject to Exclusion or Governance rules

• Dynamic Content Modules4 Product specific content

4 Offer content rules (based on product amount or nature of website event)

Devlop/Publish Program and Monitor Performance

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Omniture Integrated Email Reports

Parting Thoughts

Have a clear strategy for visitor identity tracking.Maximize your audience.

Use subtle business rules for your targeting andoffer messaging. Avoid the “Big Brother”perception.

Test and optimize Consider a multi-channel approach: targeted Print

on Demand or Mobile Messaging (SMS) Experiment with new metrics and segmentation

approaches to better understand how segmentsbehave on your website

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Customer Spotlight: Intrawest

Randy Cuff• Director of CRM Development & Email Marketing at Intrawest

Intrawest Corporation• Intrawest Corporation is the world’s leading developer and

operator of village-centered resorts. Intrawest owns or controls 36golf courses and ten mountain resorts and employs over 20,000personnel.

Questions?• See Randy at our Interactive Session after this presentation

Questions?