OX2 – Web Marketing Strategy at the IMC


I just moderated one panel at the IMC in Stockholm and have had time to write up something about Aurelie Pols presentation about web analytics.

Aurelie showed 3 cases which discussed how Ford, Postbank NL and banking belgium used web analytics as part of their marketing strategy. The key here is that she said marketing strategy, not web analytics strategy. In the first case study she showed how marketing is becoming de-centralized and that therefore the future of web analytics was going to be how the tools integrated the various kinds of data.

She also brought the audience back down to earth by discussing how actually “data should rule the world”, not fancy content.

Ford for instance used web analytics in their operations to save money. Postbank optimized marketing campaigns. They took action.

Once again Aurelie and many others all come back to the same thing, which I am now writing about in my upcoming book. It’s all about building process within enterprises and finding a way to act on the tool investments. To do that you need to change the culture within the business, it’s about change management AS WELL AS learning about analytics (and how marketing is changing).

Again I find myself nodding my head at the clever folks at OX2.

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November 29th, 2007
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Comment Number:
1
Written by:
Lars & Lennart (Internet Marketing Conference)
Posted on:
December 1, 2007 at 9:13 pm

Steve, it was great to see you again. Looking forward to your book!

Comment Number:
2
Written by:
Petri Mertanen
Posted on:
January 1, 2008 at 4:58 pm

Maybe we should talk more about marketing analytics (or optimization) rather than web analytics. Have you heard that MTV3 is selling tv-spots nowadays based on how many visitors they got to advertiser’s website? Web (and mobile) is a great interactive channel to get people (target group) act. And for marketer, great chance to measure everything. Old AIDA(S) formula works.

Comment Number:
3
Written by:
Captain Blackbeak
Posted on:
January 2, 2008 at 11:02 am

Hi Petri,

RE MTV3. I am working with them directly over the last 4 months developing their KPIs with them and also am helping them to build an analytics culture within their organization. So yes I have heard what they are doing there. Keep your eyes open in the press over the coming weeks. I know they will be in the news and analytics will be mentioned.

As for marketing analytics. We call it performance marketing at Satama and it’s exactly as you described. We measure and analyze every reach source, from the billboard & the brochure to the mobile and website. We use web analytics tools and combine it with good planning to do it all so we can report which one works best in terms of engagement, activation and loyalty. We use a model which we call REAN, Reach, Engage, Activate and Nurture which is semantically better than AIDA(S) but is essentially a tactical planning process for developing KPIs within your organization.

So yes I agree with you. ;o)
Br
Steve