[ Sponsored Links ]

Advertise here »

Integrated Online Marketing and measurement / analytics

reply to message » post a new message » e-mail to a friend »
Subject:  Integrated Online Marketing and measurement / analytics Jim Sterne
Author:   Jim Sterne:   view profile | all posts by this author | add to favourites
Date:   15:45:06 4 February 2004
 
First of all, Ashely and I are in violent agreement here. But rather than posting a "Yeah, what he said" message, let me add the transitional component.

In an ideal world, all those wonderful systems (content management, e-mail marketing, campaign tools, etc.) would all take action based on a common customer data model, stored in the wonderful datawarehouse and updated at every touch point.

Not living in an ideal world may be a bummer, but it's what we've got. So how does a modern corporation without the luxury of a start-up (starting from scratch) manage? By linking keys.

The web analytics tool tracks via cookie. When the visitor is kind enough to self-identify, they move from suspect to prospect and are recorded in the marketing database as a lead and identified with their email address. Match the behavior recorded against a given cookie to a specific email address and you're on your way. But only just.

Chances are excellent, even in young companies, that there are multiple systems passing and sharing customer data. So here's the handy, helpful list of systems and their keys in need of linking:

Web analytics: cookie
Dynamic server: profile number
Marketing database: email address
Email marketing system: email address
Sales Force Automation (contact management): contact/company/opportunity
Billing: customer number
Customer care: customer number/contact
Training: customer number/contact

What did I leave off?
Can you identify all the systems your suspects/prospects/customers show up in?
 
« Back to Internet Marketing Forum Previous Thread »  |  Next Thread »
  • Integrated Online Marketing and measurement / analytics, Ashley , 4 Feb 11:56
    From all that we see, and those we talk to, measurement and analytics is an increasingly hot topic. Not really surprising as we all seek to maximise ROI. However, increasingly the ...
    • Integrated Online Marketing and measurement / analytics, Jim Sterne, 4 Feb 15:45
      First of all, Ashely and I are in violent agreement here. But rather than posting a "Yeah, what he said" message, let me add the transitional component. In an ideal world, all t ...
    • Integrated Online Marketing and measurement / analytics, Obi Felten, 5 Feb 12:01
      Fully agree with Ashley that a customer-centric view is the ultimate goal. Direct retailers have had the concept of customer lifetime value for years, but it is now slowly filterin ...
      • Integrated Online Marketing and measurement / analytics, Ed Lamb, 6 Feb 12:30
        I agree with Obi's two challenges that retailers are grappling with. Regarding your second point about customers moving between channels for researching a product and then buyin ...
      • "Free traffic", NeilM, 8 Feb 20:32
        Yes, I also see that a number of major retailers have “free traffic” but I think that this is only inevitable. Big brands can use their equity to acquire traffic at relatively lowe ...
    • Integrated Online Marketing and measurement / analytics, NeilM, 8 Feb 20:17
      I completely agree with a “customer centric” approach and this is where I think that web analytics is ultimately headed. I don’t think that there is a single system on the market w ...
      • Measuring online driving offline sales, Obi Felten, 3 Mar 15:27
        I came across a good article by ex Philips marketer on tactics/measurement methods of how measuring the effect of online marketing on offline sales. Excerpt below, link to full ...
        • Measuring online driving offline sales, Jim Sterne, 3 Mar 16:04
          On 15:27:31 3 March 2004 Obi Felten wrote: >I came across a good article by ex Philips marketer on >tactics/measurement methods of how measuring the effect of >online marketing ...
« Back to Internet Marketing Forum Post a new message »
Subscribe for only €299