Making sales and marketing toolssmarter with web analytics

Pekka Koskinen, Snoobi

30.3.2011

04/13/2023

Inspiration for the speech

• What are the current challenges using web analytics?

• Customers say that web analytics is important, but difficult and time consuming

• Customers are not interested in reports, just benefits• Web analytics provides data to optimise website, marketing and getting leads

• Customers have many systems that are not connected to each other• Lots of manual work

• Our mission: making web analytics based optimisation automated and easy for customers by making other tools work smarter with web analytics

Sales and marketing tools

SEMCRM CMS

Web analytics

Other

Emails Display

Social media

Visitors

Web analytics

Sales manager

Sales team

CRM powered by web analytics

CRM powered by web analytics

How to connect? – users perspective

Salesforce fetches web leads automatically every day

Log in:

04/13/2023

SEM powered by web analytics

Web analytics data inside SEM tool• page views, conversions and real search phrases

More optimizedSEM campaigns

04/13/2023

Email tool powered by web analytics

Web analytics data inside email tool• page views and conversions• subscriber level data

Feedback about campaign performance Subscriber segmentation

04/13/2023

CMS powered by web analytics

Web analytics data inside CMS• Visits per page, entry/exit pages, navigation

paths

Concentrate on most important pages See effect of a change

04/13/2023

Display advertising powered by web analytics

• Banner delivery tools can do smarter targetting and better reporting with web analytics

• Using behaviour, pageviews per visit, clickpaths and visit scoring in addition to impressions, CTR and conversions

• If connected, there’s no need to add conversion scripts to customer’s website

04/13/2023

Social media tools powered by web analytics

• Facebook reports what happens on FB page

• With web analytics connected, we see which

posts generate traffic and conversions feedback about what’s working

• HootSuite has GA and FB connectivity• Still lacks combining these reports

04/13/2023

Other examples powered by web analytics

Sitescanner

04/13/2023

Behind the scenes – developers perspective

Enabling connectivity: APIs

Web service for developersto access data

Buzzwords: REST, XML, OAuth

04/13/2023

Thank you!

Do you want your applicationbecome smarter with web analytics?

Contact:

Pekka.Koskinen@snoobi.com

+358 40 590 5670