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How Do You Measure Results in a Web 2.0 World?
Wednesday, March 05, 2008
Continuing our travels through MarketingProfs B2B 2.0 Expo, the next session that I attended was on measuring results in a Web 2.0 World. According to a 2007

This session featured:

Alan Osetek - Visual IQ
Brian Schrader - Jumpstart Automotive

Alan started out by discussing the current state of affairs.
  • We have a perfect storm powering the transformation of digital media through faster and cheaper computing and the explosion of online networks and data collection
  • Larger portions of B2B marketing issues are shifting online
He then went on to discuss how we got where we are and how you can improve campaign management in terms of results measurement.
  • Various channels including email, search, video and rich media, behavioral targeting, web analytics.
  • Many ad agencies were putting together result data through a manual process
  • You need to track and analyze your acquisition metrics across marketing channels
  • Leverage acquisition behavior and patterns in addition to customer data to provide intelligence
  • Don't worry about real time analytics in phase one
  • Build a digital warehouse to store all historical campaign, website and customer data. Three possible warehousing solutions include: agency, in-house or through a third party provider.
Brian went on to discuss what they have done with some of his clients through Jumpstart Automotive through SEM, Display advertising, and behavioral targeting. Key points from Brian included:
  • Don't just track clicks and CTR. Consider tracking time spent, bounce rate, calls and anything else that can provide complete insight.
  • They tried a number of third party vendors then in-house used Java Script to track conversions and key site actions. Combined with Dart they now tracked post click for search and display.
  • Focus was on key conversions and actions (including emails, live chat, how many people looked at their maps, inventory views etc.)
  • Factored in offline conversions (phone calls)
  • Identified a set number of conversions
  • The data was difficult to view and understand. Narrow it down and try to keep it simple. They created a consolidated reporting solution.
  • Determine what you want to track and keep it simple.
I posed a question about measuring the value of SEO in the Q&A. In summary it was mentioned that you can measure SEO leads similar to how you measure SEM via tools such as Google Analytics. While they didn't really answer my question about measuring the value of SEO, they did illustrate the fact that you need to identify metrics that are meaningful and identify what your acquisition goals are. There were some other interesting questions as to how B2B marketers can use analytics to build a relationship with prospects and customers.

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posted by Jody @ 11:57 AM  
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