Clearly, the Inter­net is estab­lished as a global medium that allows over a bil­lion peo­ple to effi­ciently obtain infor­ma­tion, com­mu­ni­cate and con­duct busi­ness. It is the pre­ferred tech­nol­ogy by which new social net­works form to shape and influ­ence our cul­ture and how busi­nesses inter­act with their cus­tomers.Cus­tomers have new expec­ta­tions when it comes to inter­act­ing with a brand online. They may have cho­sen not to leave their home to visit a store, but they still want a highly rel­e­vant, highly engaged expe­ri­ence. And when they don’t get it, cus­tomers can change brand pref­er­ence at the click of a but­ton. Never before has the cus­tomer been in greater con­trol over their inter­ac­tion with the busi­ness. As a result, top brands are con­stantly explor­ing new ways to dif­fer­en­ti­ate their offer­ings and per­son­al­ize their inter­ac­tions to meet cus­tomer needs and desires.

The bar for doing it right in our dig­i­tal world is ris­ing each day.Using web ana­lyt­ics to mea­sure vis­i­tor behav­ior pro­vides key insight into the expe­ri­ence cus­tomers want, based on the clues with which they have pro­vided you along the way. But giv­ing them what they want, when they want it extends well beyond under­stand­ing their behav­ior. You need to have the right deliv­ery mech­a­nisms in place to human­ize and improve the rel­e­vance of inter­ac­tions to meet cus­tomer needs and desires in near real-time. And when you suc­cess­fully give cus­tomers what they want, when they want it, your ROI reflects that suc­cess. Many smart brands have rec­og­nized this and are engag­ing what I refer to as “rev­enue recov­ery campaigns.”

You see, unlike an air­plane that takes off with empty seats and can never recover that missed rev­enue oppor­tu­nity, dig­i­tal inter­ac­tion with cus­tomers pro­vides all of the cues needed to re-engage and either recover or enhance cus­tomer value. New strate­gies like this are achieved by inte­grat­ing mul­ti­ple tech­nolo­gies together with web ana­lyt­ics as the foun­da­tion that makes the sys­tem vastly more intel­li­gent than the indi­vid­ual sys­tems oper­at­ing inde­pen­dently. Mar­ket­ing inte­gra­tion solu­tions like Omni­ture Gen­e­sis enable this capa­bil­ity, allow­ing mar­keters to achieve a more rel­e­vant and engag­ing expe­ri­ence for their customers.

In the “rev­enue recov­ery” exam­ple, mar­keters are using web ana­lyt­ics to track prod­uct or brand engage­ment, shop­ping cart aban­don­ment, etc., and then, using these behav­ior cues auto­mat­i­cally trig­ger highly rel­e­vant emails to poten­tial cus­tomers who bailed halfway through the check­out process, offer­ing them other prod­ucts, within the same cat­e­gory, that have high rank­ings and cus­tomer reviews.Conversely, mar­keters who still prac­tice what I call “spray and pray” mar­ket­ing — offer­ing the same mes­sage to all vis­i­tors, regard­less of behav­ior — are doing them­selves and their com­pa­nies a dis­ser­vice. We have found that, when you take time to under­stand your audi­ence behav­ior, craft rel­e­vant offers and time their deliv­ery to behav­ioral cues, rev­enue recov­ery for a cam­paign can improve by as much 500 percent.

4 comments
Christopher Parkin
Christopher Parkin

Reed, thank you for your post. Small to mid-sized companies certainly can afford Omniture solutions. In fact, for our analytics business, the SMB space is one of our fastest and strongest areas of growth. The reason is that SMBs have recognized that Omniture SiteCatalyst provides unprecedented visibility into what is working well vs. what isn't. This enables these companies to quickly optimize where they are deploying precious financial resources. Further, many of our small customers have created high growth businesses in niche markets by outperforming much larger brands with much larger financial resources. How have they done it? Maniacal focus on their key performance indicators via SiteCatalyst and making nimble, fact based decisions. In a nutshell, our solutions are priced based on volume. This model scales elegantly from SMB to global enterprises. I'd welcome you to drop me a note at cparkin at omniture.com and I will connect you with the right people. Alternatively, you can complete a form on our website for a tailored response, or simply dial 877.722.7088. Kind regards, C. Parkin

Reed
Reed

Christopher Your blog post is aptly titled. I believe our marketing efforts typify the "spray and pray" mentality and we need to get to a place where it's data driven & fully utilizing our current web analytics tools in possible combination with your products/services. Can a small to medium size company afford your services?

cparkin
cparkin

Mary, thanks for your inquiry. Through Omniture Genesis, we have partnered with numerous email service providers to integrate email campaign performance metrics and automate targeted remarketing to predefined and custom segments. We will gladly contact you with additional details. In the meantime, please visit the following link: http://www.omniture.com/pdf/product_download/90/genesis+integration+spotlight+for+email+marketing Kind regards, Chris

Mary M Wendel
Mary M Wendel

We are currently using Omniture for tracking our Internet customers and sales. We are unaware that Omniture has a product that we could use to trigger an email marketing event to our visitors or customers based on their Web site behavior. Please contact me regarding this Omniture product. Thank you! Mary M Wendel Marketing Manager Siegel Display Products