making sales and marketing tools smarter with web analytics
DESCRIPTION
Presentation from Pekka Koskinen, Snoobi.TRANSCRIPT
Making sales and marketing toolssmarter with web analytics
Pekka Koskinen, Snoobi
30.3.2011
04/13/2023
Inspiration for the speech
• What are the current challenges using web analytics?
• Customers say that web analytics is important, but difficult and time consuming
• Customers are not interested in reports, just benefits• Web analytics provides data to optimise website, marketing and getting leads
• Customers have many systems that are not connected to each other• Lots of manual work
• Our mission: making web analytics based optimisation automated and easy for customers by making other tools work smarter with web analytics
Sales and marketing tools
SEMCRM CMS
Web analytics
Other
Emails Display
Social media
Visitors
Web analytics
Sales manager
Sales team
CRM powered by web analytics
CRM powered by web analytics
How to connect? – users perspective
Salesforce fetches web leads automatically every day
Log in:
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SEM powered by web analytics
Web analytics data inside SEM tool• page views, conversions and real search phrases
More optimizedSEM campaigns
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Email tool powered by web analytics
Web analytics data inside email tool• page views and conversions• subscriber level data
Feedback about campaign performance Subscriber segmentation
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CMS powered by web analytics
Web analytics data inside CMS• Visits per page, entry/exit pages, navigation
paths
Concentrate on most important pages See effect of a change
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Display advertising powered by web analytics
• Banner delivery tools can do smarter targetting and better reporting with web analytics
• Using behaviour, pageviews per visit, clickpaths and visit scoring in addition to impressions, CTR and conversions
• If connected, there’s no need to add conversion scripts to customer’s website
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Social media tools powered by web analytics
• Facebook reports what happens on FB page
• With web analytics connected, we see which
posts generate traffic and conversions feedback about what’s working
• HootSuite has GA and FB connectivity• Still lacks combining these reports
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Other examples powered by web analytics
Sitescanner
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Behind the scenes – developers perspective
Enabling connectivity: APIs
Web service for developersto access data
Buzzwords: REST, XML, OAuth
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Thank you!
Do you want your applicationbecome smarter with web analytics?
Contact:
+358 40 590 5670