solution brief - webtrends...engage visitors and drive conversion. our solutions are the link...
TRANSCRIPT
Solution Brief Webtrends and Your ESP: The Next Generation of Email Remarketing
Dramatically improve the results of your email remarketing programs by harnessing the rich, in-the-moment data of Webtrends Streams™ inside of your Email Service Provider (ESP).
An increasingly complex consumer journey
Digital marketers are tasked with keeping their customers engaged through an increasingly complex journey across multiple touch points. They are always striving for the ‘ah ha’ moment, when the customer gets the right message, at the right time, in the right place — and they convert.
Even so, marketers still struggle with a massive percentage of missed opportunities — the customers who visit their website and leave without converting.
You may already remarket directly to visitors who abandon— that’s becoming the norm for marketers. Unfortunately, not every remarketing program will persuade those customers back to your site to complete
their purchase, download or fill out a registration.
Some challenges include:
• Understanding the multi-channel customer journey
• Capturing rich behaviors for an individual visitor requires scale
• Collecting behaviors of visitors while they are still on your site is complex
• Finding the gold in the vast amounts of customer data is time consuming and error prone
• Delivering actionable data to the marketing ecosystem is technically cumbersome
• Timeliness of the remarketing message has been limited to 24+
hours
It comes down to two primary drivers for remarketing performance: Time and Relevance
TimeThe speed in which you can re-engage is very important when you are dealing with activities like travel bookings or holiday purchases or registrations. There is a window of time within which the probability of
conversion is highest.
RelevanceThe more personalized you can make the remarketing message, the better the result. But personalization is very different today because you have to take context into account— understanding location, preferences, history, etc.
Abandonment costs retailers $18 billion a year or 71 percent of their potential ecommerce conversion.3
According to Forrester Research and MarketingSherpa, up to 98 percent of website visitors don’t complete the desired action.1,2
98%
71%
Webtrends® Solution Brief. © 2014 Webtrends, Inc. 2
Webtrends has an integrated solution with multiple ESPs that increases conversion rates of remarketing programs by addressing the top two drivers of email remarketing performance: time and relevance.
Powered by the award-winning Webtrends Streams, named as the New Technology of the Year by the Digital Analytics Association, rich visitor behaviors are delivered directly to your ESP for immediate remarketing. No one else can provide the combination of perfect timing and relevance that Webtrends offers.
Marketers now have the power to immediately deliver a personalized message across email, SMS or other channels offered by your ESP to re-
engage visitors and drive conversion.
Our solutions are the link between rich data and actionWebtrends Streams gives brands the power to market in the moment, gathering rich data instantly on each individual visitor as they are engaged with your social, mobile or online property. You get a full view of a customer session while it’s in progress, and the data informs the entire marketing ecosystem.
Webtrends Action Center links Streams data to your ESP, allowing you to connect with customers as activity occurs, in-session or immediately upon abandonment.
The benefits of integrating Webtrends with your ESP:• Faster time to value using end-to-end integration and
easy configuration
• More relevant messages are created with our highly granular behavioral data
• Increased conversion rates have been proven when highly personalized messages are sent at the exact right moment of your choice
• Ability to remarket on any digital channel
• Greater visibility into success measures because of our closed loop measurement solution
•
Ready to transform your email remarketing programs?
Call your account manager, or visit:
www.webtrends.com/email
According to Marketing Sherpa, re-engagers spend 55 percent more than non-abandoners.
55%
Webtrends Streams universal connector works with your ESP.
Webtrends® Solution Brief. © 2014 Webtrends, Inc. 3
ContactNorth America
1.888.932.8736
Europe, Middle East, Africa
+44 (0) 1784 415 700
Australia, Asia
+61 (0) 3 9935 2939
About Webtrends Inc.
Webtrends offers a portfolio of digital solutions that help brands understand consumer behaviors and enable them to act on those insights in the very moment they need to act. Utilizing advanced big data analytics, Webtrends solutions provide a consistent customer experience across all digital channels on any device the customer uses, helping brands remain connected and relevant to their customers, increase productivity and maximize yield on investments.
Webtrends transforms digital experiences for approximately 2,000 global brands including Microsoft, KLM Royal Dutch Airlines, Kimberly-Clark, HSBC, Marks & Spencer, npower, BMW, Toyota, The Telegraph, Lastminute.com and many more.
www.webtrends.com
References
[1.] Five Retail eCommerce Trends To Watch. Sucharita Mulpuru, VP-principal analyst, Forrester Research.
[2.] Marketing Sherpa Website Optimization Benchmark Survey, 2012.
[3.] Inside Social Commerce, New studies show e-tailers lost 18 billion last year from abandoned shopping cart, Jan 2013.
Webtrends® Solution Brief. © 2014 Webtrends, Inc.