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IBM Coremetrics Digital Marketing Optimisation Suite

This report demonstrates how your digital presence can meet the needs of your customers by understanding how visitors are interacting with your brand’s digital presence and identifying opportunities to continuously optimise their online experience
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Highlights

  • Ensure that your digital presence meets the needs of your customers by understanding how visitors are interacting with your brand’s digital presence and identifying opportunities to continuously optimise their online experience
  • Effectively allocate interactive marketing spend by understand-ing the relative performance of each online channel and how changes to the marketing mix affect conversions and outcomes
  • Maximise the impact of your marketing programs by using advanced segmentation to gain insights into what motivates customers at each stage of their digital lifecycles
  • Improve marketing efficiency by automating personalizedmarketing programs and content across email, display advertising, search, mobile devices and social media

When web analytics first appeared in the early 2000s, marketers were focused on fairly simple metrics involving their web presence: page views, clickstreams and page-centric analyses.Online marketing was more reactive and internal facing. Themore popular a page or certain clickstream navigation, the moretime and effort was invested into showcasing those pages withthe assumption that visitors would then flock to their web sites.With the growth of online marketing, marketers began lookinginstead at outcome-based insights: conversions, campaigns andonline marketing ROI. They became more strategic and externalfacing as they learned they could make data-driven campaign decisions and begin to justify online marketing spend to proac-tively capture visitors through online channels.

Executive Summary

When web analytics first appeared in the early 2000s, marketers were focused on fairly simple metrics involving their web presence: page views, clickstreams and page-centric analyses.Online marketing was more reactive and internal facing. Themore popular a page or certain clickstream navigation, the moretime and effort was invested into showcasing those pages withthe assumption that visitors would then flock to their web sites.With the growth of online marketing, marketers began lookinginstead at outcome-based insights: conversions, campaigns andonline marketing ROI. They became more strategic and externalfacing as they learned they could make data-driven campaigndecisions and begin to justify online marketing spend to proac-tively capture visitors through online channels.

Today, web behaviors have changed as multiple sites, channels and sessions have become the norm on the way to converting.Marketers now have to look at optimization-based metrics: pre-dictive analytics, influence of campaigns and customer-centricbehavior. Coupled with all of the channels by which customers now interact with a brand’s digital presence, marketers are racing to harness this unprecedented explosion of technology,transparency, and social interactions.

 

 

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