Headline FeedsE-Commerce Times Talkback
|
|
Re: Integration and Analytics: The Online Shopper's Best Friends
Posted by: Shaun Ryan 2010-01-15 11:40:11
See Full Story
With the plethora of available technology tools promising to improve the customer experience, it's safe to assume that many of you have deployed more than one of them to increase your chances of success. The implementation of myriad technology applications can provide significant benefits if they are utilized properly. Data gleaned from multiple on-site technologies can, for example, be used to more successfully recruit customers and maintain loyalty within your current customer base.
Great article, Shaun. I am compelled to comment for a couple reasons. One, because I agree that integrating disparate sources of data should be one of the top priorities for marketers looking to understand their customers better. Two, because I would like to support your tips with a couple points of my own.
Regarding the need for integration, this has been an issue for almost every company I've worked at and for. The problem, though, is that data is generated by so many different applications and marketing initiatives (e.g., web analytics, email, display ad-servers, paid search programs, CRM systems, survey results, etc.) that integrating them can be a huge technical challenge and major capital investment. An organization serious about data integration needs to carefully think through its objectives, what exactly it hopes to gain and how to execute an integration plan effectively to ensure the initiative is a success.
That said, you speak very knowledgeably about the benefits of undertaking such an effort. I just want to add a couple more reasons why integration is important and can help marketers immensely.
One of them is, in my mind, the holy grail of marketing online... the ability to close the loop. Unless all your marketing and sales are done by the same person using the same application or you sell directly online, integrating data across marketing technology platforms allows marketers to follow customers all the way through from the moment of awareness to purchase, providing insight into customer behavior and the ROI of your campaigns along the way. Easier said than done, of course, but a goal every marketer should aspire to.
Another advantage of integration speaks to your point about targeting, and that is that by integrating data across platforms and marketing initiatives you can begin to get a sense for where consumers are in the purchase cycle when they respond to certain marketing messages or tactics. For instance, if you spend big on paid search ads to promote a 10% discount on a product, but 90% of prospects who see the ad are higher in the purchase funnel and not yet ready buy the discount could be lost on them. Instead, if you knew based on testing and research that those searching on certain search terms (like branded terms) are more in the awareness/consideration stage, you might be better off displaying ads that promote your product's key features and benefits, or whatever sets it apart from your competition. To establish where prospects are in the purchase cycle you would need to integrate data from your online marketing and advertising initiatives, web analytics, surveys and email in order to fully understand how to message differently to prospects depending on their readiness to buy.
Just thought I'd add my two cents from a fellow believer in the power of analytics.
Warm wishes,
Aaron
MaassMedia Analytics, LLC
www.maassmedia.com
Regarding the need for integration, this has been an issue for almost every company I've worked at and for. The problem, though, is that data is generated by so many different applications and marketing initiatives (e.g., web analytics, email, display ad-servers, paid search programs, CRM systems, survey results, etc.) that integrating them can be a huge technical challenge and major capital investment. An organization serious about data integration needs to carefully think through its objectives, what exactly it hopes to gain and how to execute an integration plan effectively to ensure the initiative is a success.
That said, you speak very knowledgeably about the benefits of undertaking such an effort. I just want to add a couple more reasons why integration is important and can help marketers immensely.
One of them is, in my mind, the holy grail of marketing online... the ability to close the loop. Unless all your marketing and sales are done by the same person using the same application or you sell directly online, integrating data across marketing technology platforms allows marketers to follow customers all the way through from the moment of awareness to purchase, providing insight into customer behavior and the ROI of your campaigns along the way. Easier said than done, of course, but a goal every marketer should aspire to.
Another advantage of integration speaks to your point about targeting, and that is that by integrating data across platforms and marketing initiatives you can begin to get a sense for where consumers are in the purchase cycle when they respond to certain marketing messages or tactics. For instance, if you spend big on paid search ads to promote a 10% discount on a product, but 90% of prospects who see the ad are higher in the purchase funnel and not yet ready buy the discount could be lost on them. Instead, if you knew based on testing and research that those searching on certain search terms (like branded terms) are more in the awareness/consideration stage, you might be better off displaying ads that promote your product's key features and benefits, or whatever sets it apart from your competition. To establish where prospects are in the purchase cycle you would need to integrate data from your online marketing and advertising initiatives, web analytics, surveys and email in order to fully understand how to message differently to prospects depending on their readiness to buy.
Just thought I'd add my two cents from a fellow believer in the power of analytics.
Warm wishes,
Aaron
MaassMedia Analytics, LLC
www.maassmedia.com
