introduction

Blackbox: The Online Marketing Suite

The BlackBox online marketing kit consists of comprehensive range of optimization applications for visitor acquisition, conversion, online analytics and channel analytics and works on a unified script concept. The product is modular and flexible, allowing customers to tailor the suite to meet their specific business requirements. Customers can utilize individual products, a combination of products and services or the entire suite.

Black.Box framework

Plumb helps marketers quickly identify the most profitable paths through their Web site, determine where visitors are navigating away from their site, and identify critical success metrics for online marketing campaigns.

{ }

With Engage, marketers can create user sites to capture user insights and behavior by way of blogs, reviews, and surveys, polls, rating scales, videos & shadow application and identify key product factors by measuring user sentiments for each product

Customers have an increasing number of choices for how they interact with a business—store, call center, ATM, Web site—and correlating information across these channels can provide marketers with unique insights into understanding customer behavior. Multimedium provides business intelligence analysts with the ability to gain rapid and deep business insights across all customer touch points

QuanT5 allows you to perform complex data mining queries on historical click-stream data and other keyword crawling across the web and report user buzz, ad buzz and reputation mining. It also gives you the flexibility to generate targeted re-marketing lists based on specific segments of visitors‘ online behavior.

{ }{ }{ }

Summary: Employing Black.Box for Marketing

• Helps in measuring website traffic and help the user create visitor database• Helps in understanding visitor behavior on the website and create custom communications • Helps in managing closed loop processing in terms of email communication and get them registered• Helps in engaging his registered customers by building social sites and use them as effective feedback system by setting up focused discussions, surveys and polls• Helps in monitoring customer sentiments around his products• Helps in research activities by crawling across blogs and review sites and find product related sentiments• Helps in collating all data sources containing user information and overlay data to study user buying trends

What’s happening?

Why did it happen?

What is likely to happen?

What’s the prescription?

Digital Marketing Consumption Cycle

Data• Applying

Analytics to the available data

Insights• Derive

Insights to Align

Create• Develop

Communication based on insights

Communicate• Send out

communication and track all sources for responses

Collect• Measure your

responses and reanalyze the data for new insights

DIGITAL MARKETING SERVICES

ANALYTICAL SERVICES

BlackBox Distribution by Components

walkthrough

LIVE DASHBOARD

TRAFFIC SOURCESGet a roll down on referral traffic based on Affiliate Campaigns, Mail Campaigns, Adword Campaigns or even social media sources

You can set the campaign URLs or Campaign pages to the attribute manager to understand the conversion funnel.

This helps in measuring campaign’s performance and ROI

CONTENTContent Analytics covers

• Page Wise Analytics• Page Popularity by Location• Page Popularity among user groups• Entry Analytics• Exit Analytics• Share Analytics• FB Like Analytics• Page level heatmap

If recommendation widget is enabled, then we can get data on recommendation click-throughs

CONTENT OPTIMIZATION

Content Optimization Features

1. Heat Map2. Variate Tests3. Page Load

Content Optimization for Search

4. Semantic evaluation

5. Title Checker6. Keyword

Density Checker7. Site Map

Creation

CONTENT OPTIMIZATION

Create Banner options/HTML boxes that you need to test

Collect Embed code and add it to your variant test pages

Analyze impressions and click through and gather publishing insights

VISITOR ANALYTICS

User demographic details, OS, Browser, Provider, Company is also available for each user. This individual report is part of the visitor roll-up report

VISITOR ANALYTICS

Engagement tab covers the site feedback, survey, poll participation reports and the buzz tab covers the users postings, user comments and sentiments about the product

VISITOR ANALYTICS

CONVERSIONS

Hi, You seem to be interested in this {product}. We can offer cool custom deals.

Please leave your contact address

Create behavior based win-back forms to enable contact generation

The site offers scripts to enable site feedback widget for data collection

Automate condition based or location based value offers on the fly

Activate Chat when a visitor has achieved a particular goal path

COMMUNICATION

Send emails to the contact generated

Import email lists for mail campaigns and run mail campaigns

Enable drip workflow for mail campaigns if the follow-ups need to automated

Understand the effectiveness of the campaign by analyzing open, click through and opt out data

Measure effectiveness of email message

The Engage configuratorThe Site Admin can configure a community site for his users

Features• Discussion board- support text, images and video comments• Surveys• Polls• Tasks• Points• Contacts • Groups• Screeners

The site can be configured for both public or private domain

Since this medium is mostly one-on-one, analyzing buying behavior of an individual user within the community will get more streamlined

ENGAGEMENT

The site owner can login to his user management console and track every individual user’s site actions. This data with the help of custom patterns can inform fine-grained user reports in terms of usage, survey or poll answers, blog content and its buzz weight. The administrator can now drive custom communication based on analyzed user profile and insights.

This engagement model was configured to create a Microsoft Azure Community

@ the Café

When we register the user, we capture profile information, which will help in understanding the user group

Each participation accounts to user insights which will help in publishing custom content

The Manager @the Café can group his users by any of the demographic filter and send out group messages within the café

The Manager can send out one-on-one messages to any user and learn more about the user

The User can invite friends, import contacts, post text/video discussions, rate, review and recommend interested products, participate in a survey, take a poll and earn points

ENGAGEMENT- USE CASE

BUZZ ON THE DEEP WEB – USER COMMENTS AND SENTIMENTS

Get user sentiments across the web by specifying keywords

Get reports across facebook, twitter, blogs, discussion forums, video sites and other pages available on google search

You can automate this process and monitor brand reputation

BUZZ ON THE DEEP WEB – USER COMMENTS AND SENTIMENTS

Cross-sect brand mentions and understand the user perspective of your brand in terms of features

Know who your brand influencers are and neutralize negative influencers

Identify positive influencers and reward them for referrals

PLUG OTHER SOURCES

The current import feature supports dat. Sav, csv, xls data formats

Automated data normalization

Customization for Analysis requirements

Basic cross tab reports

Deck Generator

SCORES BY RELATIONSHIP

67

83

7

12311

12

2

36

Visited twice directlyscores for source Visited twice

scores for frequency

Complete Conversion Funnelscores for path completions

Transactionsscores for successful transactions and wish-list additions

Recommended Oncescores for recommendations and forwardsUsed FB Likes thrice

scores for FB likes

Participated TwiceTook the SiteSurvey

and Feedback survey

One ReviewScores for

External Postings

about the brand

One FB PostScores for FB

Posting and its influences

Integrated ScoresScores from External

data models

comparison

Feature Omniture SiteCatalyst Google Analytics BlackBox Plumb

Ads / Conversions / Goal Tracking Omniture uses the SearchCenter application to integrate PPC providers including Adwords for an additional cost. Conversion tracking can be tedious and confusing in Omniture.

Because Adwords and Analytics can be directly linked, the conversion tracking for PPC goals is free and simple to setup. Conversions tracking on Google can also group users that follow the same path on the site before a conversion.

Integrating PPC providers including Adwords for an additional cost can be provided. Smart PPC campaigns can help in grouping users following the same funnel

Dashboard/Customized Reports Can email hourly reports in Excel, PDF, HTML & Word. Larger reports can be slow during high traffic periods.

Can email daily reports in PDF, XML, CSV, and TSV. Limits each user to one default dashboard/report per site.

Can email hourly reports in Excel, PDF, HTML, XML & Word. Larger reports can be slow during high traffic periods.

User & Access Management Administrators can assign access at many different levels and organize people into groups. Their contact info is also retained in SiteCatalyst.

Google Analytics only allows two levels of access (read-only or admin) and users must have a Google account. No contact information is stored on Analytics.

Administrators can assign access at many different levels and organize people into groups.

Data Accuracy The number of visits recorded may vary depending on how extensively the site owner configures SiteCatalyst. Tracking code will not function on browsers with high security settings due to third party cookie delivery

Many people have found that Google Analytics under reports their page visits. This might be caused by slow loading pages and users leaving the page before the tracking code loads. Tracking code will not function on browsers with high security settings due to third party cookie delivery

The number of visits may vary based on script configuration. No loss of data due to browser settings as we serve first party cookies for on-premise installations

Costs Annual Packages. Cost for both framework and resources

Annual Packages. Limited impressions. Cost for Resources

Annual Packages. Cost for framework and resources

Feature Omniture SiteCatalyst Google Analytics Decisive BlackBox

Site Overlay Tools Omniture offers ClickMap which is installed and run from the users’ computer to view content popularity of the site elements within a page. There is a delay issue when accessing data for ranges larger than a day. Compatibility with new browsers can also be an issue.

Google’s site overlay feature (sometimes referred to as “heatmap”) runs through Google servers, so it doesn’t require the user to download and install anything. It allows the user to look at content popularity data from any given date range over a 2 year period without any time lag.

Referred as Heat Map, we create popularity of the site elements within a page using page tags and analytical intelligence. It doesn’t require the user to download and install anything. It allows the user to look at content popularity data from any given date range

Importing Data Data can be imported from various sources like video usage and mobile traffic.

Analytics does not allow any data importing

Data can be imported from various sources. Custom import feature for any data source can also be created

Exporting Data ExcelClient plugin allows direct data export into Excel for analysis & custom-formatted reports.

Tatvic Excel Plugin uses the Analytics API to pull data directly into Excel for analysis.

Excel plugin allows direct data export into Excel for analysis & custom-formatted reports.

Custom Variable / Event / Link Tracking

SiteCatalyst allows the user to track different types of variables to help organize the traffic metrics in multiple groups. Custom events, and links can also be tracked which are useful for tracking user actions that do not refresh the page or lead to pages without tracking code installed.

Google Analytics has the ability to track only 5 custom variables on any one page, which can be limiting. The Custom link and event tracking is comparable to Omniture.

Blackbox allows the user to track different types of variables to help organize the traffic metrics in multiple groups. Custom events, and links can also be tracked through JQuery Methods

Application Support Omniture has a 24 hour support line and a complete online resource with common questions and information about its applications. They also use Twitter to answer support questions.

No guaranteed support from Google, but their forums are regularly monitored and updated with support information. There are also Google certified consulting companies that provide support.

Is not a self service model yet. Framework delivered based on request

Feature Omniture SiteCatalyst Google Analytics Decisive BlackBox

Traffic Filtering Not as many filtering options as Google, but traffic can be filtered by a IP address (or range).

Traffic can be filtered by domain, IP address (or range), site section, geography, referrer, client browser settings, and more.

Traffic can be filtered by domain, IP address (or range), site section, geography, referrer, client browser settings, and more.

Rollup/Multi-Suiting For an additional cost, Omniture allows you to track overall page views, unique visitors, and to perform correlations for different traffic segments via multi-suiting for managing multiple Web sites. Another way to manage multiple sites in Omniture is by using Rollup accounts. This feature is limited because correlations cannot be setup for specific traffic segments, and data is delayed for about 2 days.

Analytics does not have the rollup capability, but its ability to display metrics for a specified group of sites together allows the user to do similar analysis. This data can be sorted by day, week, month and year and the user will also see the percentage change from the previous time period. Google also has a multi-tagging feature to gather traffic data for multiple sites. The key advantage for Google is that all of this is available for free.

All kinds of rollup reports available for subdomain, subsites or even multiple sites. Needs customization, but no extra costs

Segmenting/Correlations Each segment must be manually setup and all of the data is not retroactive unless setup using another Ominture product called DataWarehouse. This can take up to 72 hours to process new reports.

Very flexible – allows for custom segments and is already setup with many segments allowing for almost instantaneous analysis of correlated, retroactive data

Very flexible – allows for custom segments and is already setup with many segments allowing for almost instantaneous analysis of correlated, retroactive dataBut works for small Data

System & Account Limitation - The number of users is limited by contract.- Correlations are limited for each report suite, and rollup report suites cannot have any correlations..- Variable limits exist for custom variables

- Page views are limited to 5 million per month unless the user has an active Adwords account (spending $1/day).- Limited to 50 profiles per account, but you can have multiple accounts

Account limitation for on-demand version is based on impressions. On-premise version has no account limitations

Feature Omniture SiteCatalyst Google Analytics Decisive BlackBox

Tracking Tag Performance The response times varies slightly, but it doesn’t have a significant effect on page performance

Response time is very consistent ensuring good page performance.

The response times varies slightly, but it doesn’t have a significant effect on page performance

Implementation / Configuration Customizable tracking code is added to each page the user wants to track on the site. The configuration can be very advanced and could require additional training, but it gives the site owner more options

The same tracking code is added to each page the user wants to track on the site. Google generates the code automatically, and setup is not very difficult to understand. That’s not to say that some skill isn’t required to configure conversion tracking.

A single tracking code is added to all the pages for basic /generic analytics. For advanced analytics, we need to create custom track code and if necessary add different scripts on targetted pages

Conditional Winback forms - - Behavior based forms can be activated based on rules for contact generation of the visitor. Rules can be based on visits, frequency, geo locations or a particular funnel

Site Feedback Allows the site owner to run a site feedback widget for visitor conversation. You can even set this widget to hold a survey or a poll or even integrate a siteChat

Recommendations Using the analytics data, our reco engine can provided recommendations which can be rendered on your page using a embed script.

thanksStay aligned.