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