Tracking Engagement, KPI’s Across Multiple Social Media Sites – El Consultador

Fictional character creation is a useful tool in creating an intriguing narrative that captures attention, especially since the character can be easily adapted to fit different digital spaces, such as Video, Microblogging, and Image sharing sites. Media diversity  is also useful in building and unifying online communities that access with media in separate channels.el-consultador-isite-design

Creating a consistent brand all through many all social sites one of the best ways to maximize the value of a character or brand campaign.

Ryan Summers and I created a presentation on how to track users across various social media sites using mostly free tools. It was given at Web Analytics Wednesday in Portland, Oregon.

History

A few weeks before the MITX awards ceremony, ISITE Design created a short video called “El Consultador” as an introduction to other agencies.

The El Consultador campaign generated diverse social data. This created issues with tracking data from multiple social media sites across problems with social media is that these is no singular way to gather and rank all of the data over time. Tools like Radian6 and Trucast are in use by larger agencies and businesses, but there exist an increasing amount of free tools for data visualization and engagement reporting that are available online.

This Powerpoint was made for an audible presentation. I collaborated with Ryan Summers of ISITE design on it and presented it at Web Analytics Wednesday. I will attempt to explain the results/processes in a textual manner here.

Profiles Created for the El Consultador Campaign

We used analytic data from Flickr, Youtube, Vimeo and Twitter to determine the most successful aspects of the campaign.

On Vimeo:
http://vimeo.com/2309025

El Consultador on Vimeo


On YouTube:

http://www.youtube.com/watch?v=Xz6jt_aSFg0

El Consultador on YouTube

On Flickr:
http://flickr.com/photos/elconsultador/
(Workers at ISITE design superimposed the Consultador face onto a variety of characters in pop culture).

El Consultador on Flickr
On Twitter:
http://twitter.com/elconsultador

El Consultador on Twitter
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Key Performance Indicators

We determined a number of Key Performance Indicators of the social media campaign.

-Direct awareness of ISITE design agency
-3rd part mentions
-Social media followers (number of Twitter followers, comments on YouTube, Vimeo, Flickr).
-Direct communication

YouTube Reports

We used YouTube reports to track the engagement with the video campaign.

Data tracked included:

-Age Demograpics
-Gender Demograpics
-Discovery Sources
-Timeline Trends

The campaign was viewed predominately by 26-45 year old males and mostly during and around the date of the MITX awards. This is the demographic it was aimed at.

Vimeo Stats

Vimeo is a high-quality Video sharing site with a limited but very engaged traffic demographic. We used Vimeo data to find more about who engaged with the campaign and compared it to YouTube data.

Flickr Reports

Flickr has a reporting tool for image views over time for every image. The data can be accessed with a premium Flickr account. We used this data to determine the most viewed (strongest/most impactful) pictures associated with El Consutador on the El Consultador account, and which images should be associated with the campaign on other sites (if future campaigns needed to be implemented).

Google Analytics

We used data from Google Analytics for the page on which El Consultador existed on the ISISTE Webpage. Data was tracked from the “El Consultator” and “MITX” keywords. New visitors and direct traffic were also analyzed.

El Consultador on Google Analytics

Social Nodes

The campaign was picked up by three prominent bloggers, including Chris Brogan, Davaid Armano (VP of Experience Design with Critical Mass), and C.C. Chapman (Prominent figure in the community of podcasting, new media, cofounder of the Advanced Guard, a marketing company which focuses on utilizing social media and other emerging technologies).

Blogs linking to the campaigns were not found via inlink searches in Yahoo! Site Explorer, but with an intelligence feed created in Yahoo! Pipes (see below)

Tracking Overall Data

Custom intelligence feeds are useful for checking overall propagation of data. Yahoo! Pipes provides a free custom way to aggregate data across Google blog search, Google news, Technorati, Flickr, and Twitter.

El Consultador Intelligence Feed

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Data Visualization and Tracking for Twitter

I presented an extended set of tools and data visualization methods for Twitter. Links for all of them are here:

Reports/Demographic Research:
Summize
http://tweetstats.com/

El Consultador on TweetStats

TweetVolume
http://tweetvolume.com/
El Consultador on TweetVolume

Twitter Mobile (vs. Twitter in browser)
http://m.twitter.com/home

Neoformix Twitter Stream Graphs
http://www.neoformix.com/Projects/TwitterStreamGraphs/view.php (I provided a live demo of this).

El Consultador Stream Graphs

Twitter Stream Graphs are a simple way to rsearch keyword volume associated with a brand or campaign. Neoformix also tracks keywords over time, meaning that one can see when a certain keyword became popular.
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Future Suggestions:
More Flickr photos could be linked to all of the other accounts, such as Flickr, Youtube, and Vimeo. Linking together social media campaigns in a more robust fashion will affect CTR’s by making the campaign spreadable across various demographic profiles and types of social media users.

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Amber Case is a Cyborg Anthropologist who studies new media and the relationship between humans and computers. She enjoys data visualization (click for more info on conference tracking), search engine optimization (ask), and how marketing works in the online ecosystem.

She graduated from Lewis & Clark College in May 2008 with a degree in Sociology/Anthropology and wrote her thesis on cell phones and the effect of technology on cultural constructions of space and privacy.

You can follow her on Twitter @caseorganic, or drop her an E-mail at caseorganic[at]gmai[dot]com. She’s spoken at various conferences including MIT’s Futures of Entertainment 3, Inverge: The Interactive Convergence Conferece, Ignite Portland, and Ignite Boulder.

She also blogs at Nerdabout.com and http://www.blog.makerlab.org, a Portland new media incubator. She founded CyborgCamp, an unconference on the future of humans and technology. She is also involved with building and studying electronics with DorkbotPDX.

Wordtracker Experiment | Finding Out What People Search For

Wordtracker Labs Logo

People are searching for things all the time on the web. If you’re a blogger looking to write good content, it is a good idea to get out there on the net to find what people are searching for. There are a few tools for doing this, but I wanted to isolate one of them and play with it for a minute.

@marknunney posted a link on Twitter about a “new tool from Wordtracker for content ideas”, so I clicked over to the site and read the following:

“People often type complete questions into search engines: if you find these questions and answer them, you could get some great search traffic”.

Below it was a box for entering in a word, so I tried a few words out. The results were amusing enough for me to want to share them. Further analysis follows.

Find Questions People are Asking

Results for Life

I found the results for the word ‘life’ to be what one might expect. Right now, people are wondering about life insurance. However, the ‘color of life in ancient egypt’ is something that is phrased in such as strange way that it could warrant further research — especially since it was looked up 156 times. At #6, ‘what is the meaning of life’ is asked. I guess life insurance and ‘how time of my life was chosen for american idol’ were more important.

Life Wordtracker Results

My personal favorite is #13 — ‘how to summon a real life dragon’. I bet if someone were to write a post on that, they’d get lots of hits. Maybe lots of Diggs too. I’m not sure how I’d go about researching that one. It’s probably better than trying to write a post on #8 — ‘how to ruin someone’s life’.

Results for E-mail

How does E-mail work? Apparently people are asking this question. But there is an important trend happening elsewhere in these question results. That would be the address of one (or rather two) ‘cole sprouse’. They happen to be identical twins, and are, according to the Cole Sprouse Wikipedia article, “known for their roles in the film Big Daddy…and for portraying the title characters on Disney Channel sitcoms”. Good luck finding their E-mail address, as well as the address of Prince Harry, Zac Efron and Jamie Spears.

E-mail Wordtracker Results

But you can write about how to E-mail pictures, or #9’s ‘who invented E-mail’. That one actually seems particulary interesting. The narrative histories of everyday things are always a joy to read about.

Results for Business

‘How to write a business plan?’ Can’t one just download a template from Microsoft Word or something? That question is really a broad one. It depends on what kind of business one wishes to start. #3’s ‘how to start a cell phone business’ is pretty good. #10’s ‘what is the best business opportunity’ is a really intense question that cannot totally be answered. #11’s ‘how to start a web design business’ is actually very answerable by a variety of sources such as Design Float and Smashing Magazine.

Business Wordtracker Results

#8’s ‘how to start a business with no money’ is interesting. I think it’s never been easier — and more difficult. It’s probably time that’s the big issue. Taking a lot of time really works. A cell phone business might manifest as an online reseller of cell phone accessories.

Results for Google

I was confused by these search results. I didn’t think they’d be this broad, or this ill-informed. Are Google founders Larry and Sergey that obscure? I wonder what sources Wordtracker is using for its search queries.

Google Wordtracker Results

It might also be interesting to create a post on the founders of Google just to see what happened to it. I’m sure Wikipedia and Google have this question answered already.

Results for Yahoo

I queried Yahoo! just to see what would happen. Very similar to Google’s results, except there was a question of what Yahoo stood for. I’m actually wondering that myself right now (goes off to find the answer).

Yahoo Wordtracker Results

The answer as to what Yahoo! stands for comes from About.com’s ‘Internet for Beginners’. The answer is that “Yahoo! (spelled with an exclamation mark) is short for “Yet Another Hierarchical Officious Oracle”. Apparently, “The original name: “David’s and Jerry’s Guide to the World Wide Web”, was appropriate, but not exactly catchy“. You can read the rest of Paul Gil’s Yahoo! article for the whole story.

Results for Money

The search results for money really surprised me. I had no idea that so many people wanted to know about ‘what presidents are on money’. I wonder what demographic asks this question the most. Is it youth? Is it due to a bet? Is it a homework assignment? Perhaps it is to clarify the use of slang words.

#2 and #3’s ‘how much money does it cost to open a bar’, and ‘how can kids make money’ are interesting. I’m wondering if more kids than parents searched for that phrase and if there a way to tell. As for #2, a lot of people seem to dream of owning and running their own bars.

Money Wordtracker Results

I thought that #7’s ‘how to make money’ would be higher up on the results than that, but apparently the presidents on money trumps that. It’s also a much easier niche to write for than the seedy ‘how to make money’ post. #8 and #9’s ‘millionaires who give money to help’, and ‘millionaires who give free money’ make a lot of sense. Those questions make me wonder how many millionaires out there actually give money out to strangers who ask for it over the Internet. Generally, processes and charities are involved. Darn! Perhaps Google or a blogger will write about another way?

Results for Puppy

Puppies. They’re somewhat irresistible. So irresistible that a lot of people question just how large they’re going to get, apparently. It would be useful to make a site that gave information on how large any breed of puppy was going to grow. It would be complete with a puppy weight calculator, to answer question #3 as well. One would simply have to enter in the breed and the age of the puppy and the Internet robots would do the rest. Hooray for calculators.

Puppy Wordtracker Results

I wonder how many new pet owners typed in #7 after watching their new puppy pee on their freshly installed carpet? Is there any way to tell? Perhaps they should’ve just stuck to drawing a puppy instead of owning one, like those who searched for #4’s ‘how to draw a puppy’.

Results for Read

This was wild. I did not expect to get results on horoscopes, tarot cards or reading palms. I’m not sure what I expected originally, but it wasn’t this. I thought people liked books more than daily horoscopes. My college experience has given me some explaination for these results. Everyone in my dorm was obsessed with reading their horoscopes to each other. Some of them even printed out astrological charts. I didn’t participate.

Read Wordtracker Results

But result #6 makes a lot of sense in this respect. Aside from horoscopes, ‘To Kill a Mockingbird’ is one of those books that’s assigned to the majority of school districts across the United States. I’m assuming a lot of kids didn’t want to purchase the book, lent it to someone else, forgot it at home or at school, or were looking for a quick way to read a chapter before an annoying quiz after lunch or homeroom period.

Results for RSS

What *is* RSS? Oh man. It is probably the greatest thing since the last iteration of really cool stuff that people enjoyed. It allows the quick and easy access of content without having to browse for it. I recommend watching RSS in Plain English instead of searching for RSS in Google. It’s an extremely short video by the Common Craft show. Totally sweetopian.

RSS Wordtracker Results

Hmm…#13’s ‘how do i find my twitter rss fed url’ is curious. Not only is fed spelled incorrectly, it is searched for 7 times. I’m sure there’s a great tutorial on this out there somewhere. …Or is there? I suppose that’ for random people to find out.

Results for SEO

These were not surprising. ‘What does seo stand for?’ Search engine optimization, of course. How does one ‘become a certified seo?’ Well gee whiz, that’s a hard one. Probably from showing it on your own site, and the sites of your clients. And by not selling links from bad sites. Also, by educating people thoughly about your techniques.

SEO Wordtracker Results

‘How to set up seo?’ Go through a standard checklist on your website, checking for alt tags, title tags, a sitemap, ect. I like the free Website Grader from HubSpot for a really quick website check and grade.

Results for Six

I wondered about numbers next, so I checked out an the number six. Purely arbitrary (by arbichance? arbitration?). I was amused to find such a long phrase at the top of the question results. ‘The six basic fears and how to eliminate them’. That is totally a book by Sharry Harris. #2’s ‘what are the six terms of geography’ totally sounds like a query taken directly from a homework assignment.

Six Wordtracker Results

#3’s ‘what are the six parts in a business letter’ has reminded me to re-examine my business letters for the correct number of parts. Perhaps I can do that while developing a six pack while using Six Sigma techniques.

Results for Twitter

‘What is Twitter?’ Ahh…if only there were an easy way to explain that. ‘How to use twitter’ is even more complicated. See, it is the emptiness of a vessel that gives it use-value, and Twitter is an empty vessel. The question of ‘What are you doing’ is never fully answered. Thus, how to use Twitter is like telling someone how to use a vase. The emptiness gives it many uses, whereas a tutorial can only give a finite amount of use-cases.

Twitter Wordtracker Results

Finding the Twitter RSS feed URL is another matter. Simply scroll down to the bottom left corner of your Twitter page and click on RSS. Or you can right click to ‘copy the address’ to place it elsewhere with ease.

Results for Unicorn

So Unicorns are very important to the state of the world. They give us a fantastic antithesis with which to view things. I assumed that I would get different results because of this mindset, but I did not. The number one search for unicorn relates to finding free Unicorn pictures to color. That is a total let-down.

Unicorn Wordtracker Results

I guess people are interested in drawing Unicorns, though. Perhaps they’ll make some awesome viral Unicorn videos when they get older. Like Charlie the Unicorn.

Final Verdict

WordTracker’s new tool is pretty fun, but I’m not sure how terribly useful it really is. I think you’re the judge for that.

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Amber Case is a Cyborg Anthropologist and Internet Marketing Consultant from Portland, Oregon. You can follow her online @caseorganic.

WebTrends Connect ’08 Seattle – Data Warehouses and Customized User Engagement

Yesterday I attended WebTrends Connect ’08 in Seattle, Washington with Ryan Summers of ISITE Design.

The event was three hours long, and fast-paced. We arrived at 9:00 Am to find a speaker from WebTrends discussing the future state of news. He asked us to consider what could happen if one used online traffic to drive what is written about in analog newspapers.

As the seminar progressed, the ability to stitch together a holistic view of customer experience became a primary area of concern. One of the first major points was that Marketing and IT need to be working together.

“There is a lot of information locked behind closed doors”, said the next speaker, who was from TeraData. “There is no way to get the data out of the web analytics solutions and into the reporting dashboard.

He proposed the idea of business intelligence tools that could access this online visitor data and put it into an enterprise data warehouse.

He pointed out that one of the current difficulties of using data is that we are making a transition from 2nd Generation Enterprise to 3rd Generation Enterprise systems.

The 2nd Generation is Closed + Proprietary, whereas the 3rd Generation is Open standard-based. You simply can’t inegrate data systems when they are separated by proprietary, closed systems.

As O’Reilly once stated, “The internet is becomnig an enormous database that can be quiried, sorted, and applied to existing models and practices to change things”. WebTrends, TeraData, and other new systems seek to integrate many different systems with Analytics. The only way to streamline the spaces between data and change is to remove the closed doors betwen that data.

He stated that tech solutions should be open source based. These technologies seek to implement solutions that bring the two together and erases the nodes between them. He also pointed out that standards need to be in place that everyone agrees about across the organization.

Data Flow and Analytics

Online data can influence customer marketing, call centers, data warehouses, CRM and merchandisers.

Business Centric
—-
Business strategy
Performance Management
People — Processes
Analytics Processes
Analytics Applications
BI Platforms
Information Management Infrastructure.
——————

The next speaker was Paul Barrett
Global Director, Customer Management and DIgital Advertising

“How does one create one vIew of your customer?”, he asked, responding that the solution was “an Interactive marketing Intelligence across the enterprise”.

“Marketing an IT don’t like to play together — they have completely different mindsets.” A solution is to create Integrated Data warehouses so that the website and the customer service can blend into each other. Bringing that relationship closer together allows a more holistic view of all of the data coming into a company.

One of the most difficult issues is getting the recommended changes implemented in a shorter period of time every time.

It’s not about the data you can get at, but the risk of not knowing the data you’re missing.

The metrics are cheap, bu the metrics you don’t know are not.

Case Study: Travelocity

Tavelocity took the idea of using the CRM to drive customers to offers through the website. They had to avoid things like, “if you get a flight to NY for $500, and you log back out, when you next visit the site you can’t be shown an offer for $300, since you just bought the $500 one”.

They have a lot of dynamic decision making since you’ve already placed an order for $500.

Whne you become able to share the data between these systems, you become able to provide customized experiences for your customers with data that revolves around them.

You can also begin to bring unstructured data, such as the data on blogs into analytic understanding. For instance, when people blog about your website you can bring that data into your data warehouse.

The next speaker was Kevin Bobowski: Vice President, Client Services at Statigent

Stratigent is Partnering with Exact Target to provide a variety of KPI’s, such as benchmarkeing, competitive intelligence, visitor engagement measurement, optimization, proactive reporting and analysis, website testing and optimization.

“Don’t start with strategies that are too high-level that you don’t see value from them in the short term”, Bobowski said.

Primary challenges facing organizations today:

  • So many initiatives and not enough time to implement all of them
  • Picking and choosing what to do in a timely matter reduces liability
  • Intense pressure to produce results
  • Increasingly complex demands (coming from your business stockholders — their demand for information, customer insights)
  • New marketing technologies create more data and more silos
  • Balance to Building out these Capabilities

Strategy + Business Process

Do you have a unified strategy and clear goals that are measurement?

Infrastructure

Is realible and flexible technology in place to meet the evolving needs of ke sakehodes?

Value Creation Tactics

(Any processes a business uses to glean value from your data, testing, campaign analysis, conversion testing, customer segmentation).
What actions are you taking — on a consistent basis – to drive ROI?
Are the building blocks in place for this?

Isolated Successes vs. Long-term success

An organization with isolated successes – look at the successful campaign. This is often an indicator that there’s an executive sponsorship.

Where did you get your data, how did you get your data? instead of how to analyze your data.

Building a ‘culture of analytics’

The organization needs to invest in value creation tactics.
Demonstrate short term results that allow you to gain greater sponsorship and credit for lager projects — with the long term strategy and goals in mind.

He coined the term ‘Stratactical’, which he defined as, “of or relating to a strategy driven-approach using value based tatics”, adding that “while it’s great to have a long term strategy, you also have to balance it with results on the short term. You need to develop reliably, stable success.”

43 Percent of organization say they’ve started the process — but they’re not seeing any value.

How can you get hte results? How can you guarantee that those results will net short term wins

Key Preformance Indicators

It is difficult to show ROI from a seamless cross-channel customer experience with personalization and customization in place.

It is less difficult to Show ROI from a trigger-based communications program with customer profiling and predictive modeling.

4 tactics for a successful business case

-Build an actionable strategy
-Connect your marketing data
-Establish relationships (where are the shared pain points across the organization? Data silos make it difficult to have everyone on the same page).
-Optimize, Test, and Repeat…
-Incorporate resting to amplify the value you generate

Building an Actionable Strategy

-Optimize the Media Mix (return on ad spend)
-Increase the most productive spend
-Increase E-mail spend if cost per acquisition is less than direct mail and other marketing tactics
Reduce acquisition costs and increase profits per customers
Find and understand the total cost per Acquisition.

5 Types of KPI’s

-Outcome/Business driver

Return on Ad spend (Answers the question of”how well am I doing?”

-Diagnostic metrics (Helps you answer the question “how can I do better?”. An example is a conversion rate — click through to a landing page).

-Smoke alarms (Helps you anticipate potential problems that may exist. Example is number of unopened E-mails. That’s an indicator that something might not be right — might be sending E-mails to the wrong audience. Allows you to dig deeper).

-Predictor KPI’s (Allows you to look into the future — Answers the question of will I do better tomorrow? A client may invest in a banner campaign. Customers may need an amount of time to evaluate the purpose. Banner clicks might not convert immediately — in a day, week or month. Some organizations know up front, and they can prepare for revenue and stock — for how well they’ll be doing in 45 days).

-Latent KPI (the most valuable of all. Helps you answer the question of where are my marketing opportunities. Can take the form of customer surveys on the websites. This data sometimes sits solely in the marketing department and is not let out, but the data there should be shared across many channels — because it can help every department understand how others are seeing their organization).

Business Philosophy

Don’t let the KPI’s change every week or month, or else everyone in the organization will have a difficult time synching with each new idea, method, or direction. Focus, and slough off things that don’t match that focus.

Connecting your Marketing Data

The question is where are you as an organization? If your organization is not advanced enough

ExactTarget Email Integration

You can exact a customer’s E-mail address and the Product SKU’s they’ve purchased/looked at, as well as sales funnel abandonment info.

You can use ExactTarget automation to pick a file up, bring it in, and send and email leveraging that data.

Creating a targeted,one-to-one message using our proprietary scripting language.
Press the “Start” button and go about you your daily business.

Promote product A, but you know that customers who purchase product A also purchase products B and C. So you can include those in dynamic E-mails based on their interest in product A.

Promote product B and C automatically, but only if that product is in stock.

Optimization

Optimization is bigger than testing but testing plays a key role in the organization. Testing can drive short term wins.

Optimize emails creatives to increase click-throughs

-Headlines
-Offers
-Message/Copy
-Images
-Call to actions

Try different calls to action — when you begin to use multi-variate testing, you increase the capability to really increase your ROI.

Increase lending page conversion rates by multi-variate testing in the same way

-Headline
-Form field
-Color scheme
-Calls to action

1. Be Stratatical. Make sure that strategy is actionable.
2. KPI’s. Abolsutley essential.
3. Breaking down data silos allows data to flow into larger areas. These data areas combine into one bigger view of the customer. Which allows a richer view of the customer.
4. Optimization testing. It cannot be said enough how important optimization testing is. How else can you know what is successful in the site and wha epople are looking at.

KPI’s can exist on every level.

For copies of the Slides, E-mail:
Kevin.Bobowski@Stratigent.com

Many Ways to Get One View

Barry Parshall, Director of Product Management

The more plugged in the rest of the organization is, the more successful that organization can work together.

We see more and more organizations taking the data out of WebTrends and turning it into their own

Microsoft has categorized all of their key metrics into dashboards.

WebTrends 8.6 Demo

The UI was taken from Microsoft Outlook.

OTBC Drivers

A means for getting direct access to WebTrends data bins with an ODBC-compliant application.

Same driver for WebTrends Analytics and WebTrends Marketing Warehouse

Easy to install and use.

Demo, WebTrends ODBC Driver

-Open Excel 2007
-Click Data from other sources —> from Microsoft query
-WebTrends Demo — the data source for WebTrends already set up.
-Click ‘ok’
-This will connect you to the webtrends backend — select the profile. double click the ones that one cares about. Can grab multiple data channels and pull them into the same Excel data sheet.
Next –> you can sort by anything you want.
-Choose ‘sort by revenue’, descending.
-Click Finish.

Limitations

Ryan Summers informed me that, “you can only quiery one time period at a time. You can’t query two time periods”.

Datalinks for Microsoft Excel

From Business Intelligence, Inc. (a Portland, Oregon Company).

You can join all of that data with other data sources. Provides a real simple way to join that data with other data sources. Will also export the data intelligence to Excel — so that you can go to Excel, hit refresh, and Excel will auto update all of the fields.

Webservices API —> can directly implement data in and out of the data warehouse. Bi-directional data transport for WebTrends Marketing Warehouse
Based on SOAP.

TechnologyLeaders (New York)

Dynamic Alerts lets you know when to act — when a variable changes dramatically, you are sent a notification E-mail.
Event envelope based on historical norms. Alerts are sent when activites exceeded historical norms.

DataMind (Seattle, Wa)

They produce a very slick custom scorecard offering the capability to export all of your analytics to one place. There’s also a browser overlay application.

Demo

All Excel based. Data arranged by tabs. Capturing a thumbnail of your website and overlaying the analytical data over it. Consultants customize the scorecard for your business.

Data Scheduler
Allows the scheduling of an export for the underlying analysis tables that contains hundreds of thousands of data sources.

The WebTrends Marketing Warehouse

-A true data warehouse, based on Microsoft SQL Server 2008.
-Stores and maintains discrete records of visitors, and all “events” taken by them.
-Every campaign click-through, ect.
-Limitless correlations and audience segmentation capabilities
(Get me a list of visitors that met all of this criteria).

The fundamental difference between aggregate web analytics, and customer centric web analytics is the ability to run queries.

Case Studies

Orbitz, a TeraData customer, is using it for:
-Web behavior connected with offline transactions
-Combine data analysis, reporting in its own warehouse.
Polaris
-Web scoring accurately segments diverse audiences
-Use WebTrends Score to assign point values to particular onine actions (as a mean to quickly asses consumer interest in some products vs. others)
-On a nightly basis exact
use this to populate further interaction .

The Microsoft SQL Database is automatically populated with data and assigns each user action with a number.

Polaris Home Page (rule sets)
New vehicle interest: 1 (user clicked here but left after a few seconds)
Racing Interest: 0
Parts and gear interest: 15 (user clicked here and watched a video on parts and gear)
Engaged (how interested is your user?): 10 (video watching)
Total Score: 26

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Conclusion

While some of these techniques are not new, it was nice to see many of them presented in three hours. It is apparent that bringing data from different sectors into common areas will help many to understand how users and companies are interacting. Analytics are becoming essential for companies to efficiently connect and deal with many customers at once while providing them with customized experiences.

I look forward to watching industries and products that help reduce the data silos that affect many current companies. The technologies are there — it is just an issue of getting these technologies into companies so that more users can be understood. I am sure that interest in these tools will only increase in the future.

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About

Amber Case is a Cyborg Anthropologist and new media consultant living in Portland, Oregon. She likes to attend events and meet people in the industry. You can follow her on Twitter @caseorganic.