The online business channel is still
far from being integrated in the overall business strategy
and from being held accountable for its performance. The
dot-com crash of early 2000's was the start of a new era
for the online business channel. A more analytical approach
is necessary in assessing site performance and its impact
on the company bottom-line. |
A more collaborative approach among
different disciplines (IT, Marketing, Creative) is indispensable
to achieve success in the online marketplace. Today, tracking,
measuring, understanding and acting on the online business
channel vis-a-vis and alongside other marketing channels
is a very critical function for the long-term success of
the business. |
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- How many clicks we received on our home
page last week?
- How many online orders we received yesterday?
- Which keyword has a better click-through
rate?
- Which online promotion works better with
the online audience:
25% discount on all orders or Buy 1, Get 1 Free?
- What is our average position in Google?
- What other KPI we can collect, store
and dive into?
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- Which traffic source delivers
more returning customers?
- Which site creative is more persuasive
in converting visitors
to customers?
- Which online paid campaign provides
a better ROI, calculated
after returned merchandise?
- How efficiently do the online
campaign creatives, landing page elements
and site content follow the information scent and fulfill
it?
- Which promotion works better
in which traffic source?
Does 25% discount on all orders perform better in Google
ads
or in Yahoo? Does “Buy 1, Get 1 Free” message
work better in Yahoo
Mail banner ads or in Yahoo SEM Campaign?
- How does online channel behavior
affect and getting affected
by other channels?
- What other online behavioral
patterns can explain the impact of our
online channel to the bottom-line of our overall business?
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We can help you in tracking, measuring and analyzing
the performance of your online business channel. But, before all
that can be done, you need a solid tracking platform, customized
and configured based on your specific business needs.
Our certified experts can help you in implementing an enterprise-level
solution like Omniture with its several integration, testing and
reporting & analysis modules it provides such as Search Center,
Genesis, Discover, Test & Target, Data Import, Excel Client,
Data Warehouse or in installing and configuring Google Analytics
tailored more for small businesses.
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We offer the following services
in the broad discipline
of Web Analytics: |
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A systematic
audit of the current site that include the definition, documentation
and monetization of site goals, conversion funnel milestone
analysis, page functionality analysis, identification of
all offline customer touch points and process & data
integration requirements between offline and online channels,
identification of visitor personas and assessment of their
user experience within the site, current state of tracking
codes and configuration settings, assessment of external
and internal campaign tracking. |
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Defining and documenting
all functionality requirements:
Campaign Tracking
(by channel, geography, creative, behavioral target attributes,
distribution method, etc)
Visitor Traffic Patterns
(conversion funnel fallouts, form analysis, multimedia engagements)
Commerce/Conversion tracking
(establishing benchmarks/projections, merchandising, tracking
profit vs.
cost of goods at order and SKU level) |
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Recommendation on the
tracking platform to use based on site audit,
goals and functional requirements. |
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KPI definitions and documentation
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The preparation of a “Solution
Design” that will map site goals,
functionality requirements and tracking tool parameters.
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Generating, documenting
and testing the tags. |
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Configuration of visitor
segmentation settings |
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Integrating offline data
sources in online tracking data |
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User experience optimization
through A/B & Multi-variate testing
and site surveys. |
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Dashboard Reporting Design
& Implementation - Ad-hoc Reporting |
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For more information please contact:
John Kullmann
jkullmann@macrosoftinc.com
Phone: 973-889-0500 x272
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