Adobe Online Marketing Suite Webcast Guide

Optimize your marketing effectiveness with Adobe Online Marketing Suite analytics
Presented jointly by: Jeremy Dalnes Zeo Matt Langie Adobe Systems

In todays complex digital world, marketers rely heavily on analytics to measure the effectiveness of their online marketing strategies. Survey results and the insights gleaned from carefully crafted analytics can be invaluable tools for driving online marketing optimization and ROI. Recently, Adobes 2010 Analytics Survey questioned over 1,000 marketers to gain insight into the current online analytics landscape. This guide reviews the lessons and best practices learned from the survey. It also describes how Zeo, an emerging company in an entirely new field, is using the Adobe Online Marketing Suite, powered by Omniture, to create a holistic view of customers and campaigns to increase return on its marketing investment.

Survey overview

The 2010 Online Analytics Benchmark Survey addressed analytics, attribution, and emerging technologies such as social media and video. The objective was to discover opportunities for companies to increase their online marketing effectiveness and build current best practices into their programs.

Common challenges

The survey found that marketers faced a number of challenges when it comes to web analytics: Marketing data doesnt easily integrate with marketing channels and technologies. Current solutions dont go deep enough into the data. Many tools lack robust two-way APIs, so marketers have trouble importing and exporting marketing data. There is still a disconnect between data and marketing. Marketers are often unable to fully integrate data from social media, display, video, and other channels. Marketers spend too much time analyzing the data and not enough time optimizing their efforts based on insights from that data. Marketers are unable to develop a 360-degree view of customers that makes it easier to reach out to them.

Best practice 1: Data should integrate for a holistic view of customers and campaigns
The survey found that 44% of respondents have trouble properly relating sales revenue and costs to marketing campaigns. This makes it extremely difficult to calculate an accurate ROI. When asked if they could measure full marketing ROI, 76% of survey respondents said no. Based on survey demographics, this problem seems to be especially true for companies with relatively immature analytics processes, so technology could be especially useful for them.

Best practice 2: Data should be integrated seamlessly and automatically

According to the survey, companies most often set up automated integration of data from paid search, search engine optimization (SEO), and email. These are also seen as the most important channels to integrate, along with social media and ad networks. Other channels are integrated manually, and some channels, including retail and call centers, cant be integrated at all.

Adobe Online Marketing Suite Webcast Guide

Segmentation is invaluable because it pinpoints which campaigns are most successful.

Best practice 3: Your data should enable advanced ad hoc segmentation

After youve collected the data, you need to be able to learn from it. Advanced ad hoc segmentation is one of the best ways to do this. However, many marketers have trouble with segmentation. Survey respondents said that theyre especially vexed by their inability to glean useful insights from their data and identify visitor profiles. This makes it harder to create and optimize targeted marketing campaigns, in particular.

Best practice 4: Analytics need to be the foundation of optimization

Without strong analytics, youre going to have a hard time developing effective marketing campaigns. Respondents talked about not being able to act on the data they collected. As a result, their customers and prospects werent getting the most relevant or targeted content. Respondents also said that they werent able to optimize across channels and marketing support systems. Companies lacking a strong analytics program felt that they werent able to provide personalized, relevant, and ultimately profitable user experiences.
Do you share some or all of these concerns?

Multivariate testing platforms help companies meet some of these challenges. For example, solutions like Adobe Test&Target, powered by Omniture, allow you to offer several user experiences, experimenting with different messages so that you can determine which ones resonate best with your target audience.

Best practice 5: Align measurements with marketing and business objectives

Heres another very interesting survey finding: A surprising number of marketers had not correlated the data they were capturing with the business and marketing goals that they were trying to reach.

Almost 40% said that they cant measure sales conversions. Nearly 60% said that they cant measure the lifetime value of their customers. More than 50% cant measure ROI. Over 40% cant measure revenue per visit.
Adobe Online Marketing Suite Webcast Guide

While respondents said that they could measure things like visits and page use, these top-funnel metrics are only important as they relate to revenue-based metrics. Its great to attract a lot of visitors, but until you know how to turn those visits into sales, your site is not as optimized as it could be.
Analytics programs need to quantify how well your site is performing against your overall goals.

Marketers need to delve deeper into revenue-based metrics, but these need to be the right kinds of metrics. Not all companies have the same business goals, so not all of them should be using the same benchmarks. When developing an analytics program, make sure that the numbers youre calculating give you a clear picture of how well your site is performing against your overall goals.

Here is how companies rate the analytics solutions that they are currently using: Four percent said that they were somewhat dissatisfied with their solutions. Twenty-six percent said they were very satisfied. About half said that they were somewhat satisfied.

About Zeo

Analytics are important for any company, and even more so for companies working in new business models. Zeos business model is built around this simple premise: Your quality of sleep is central to your quality of life. Zeos products are designed to improve sleep patterns with web-based tools that show customers personalized sleep graphs and offer sleep-related guidance. Zeos revolutionary sleep device is composed of a lightweight wireless headband, a bedside display, a set of online analytics tools, and an email-based personalized coaching program. These not only enable customers to track their sleep patterns at home, but also let them upload their data into Zeos website for further analysis and tips on getting a better nights rest.
Adobe Online Marketing Suite Webcast Guide

Zeo is a new company launching a new product in a new category, which means that there is no historical set of expectations for sales and revenue to rely on. Moreover, because Zeos products do different things, the company is sending different messages to different market segments, and it needs to know how each one is tracking with specific groups of users.
When it comes to analytics, let a solution like Adobe SiteCatalyst do most of the work.

Business goals for Zeos analytics

As Zeo thought about which marketing analytics would be the most useful, it set the following goals: Determine core markets Identify the most-relevant target customers based on data, not assumptions Refine marketing and advertising tactics to deliver more-qualified site traffic Tie offline marketing to on-site experiences Must have real-time, actionable marketing performance data of offline public relations (PR), event, and short form or infomercial advertising to choose best channels and time slots Understand on-site experience Require strong, tailored messaging to improve the website experience and the existing sales funnel Zeo has dealt with all these common marketing challenges, and in building its analytics program, it has learned a few valuable lessons.

Lessons learned
First, let technology like Adobe SiteCatalyst, powered by Omniture, do most of the work. A company that relies heavily on data analysis must leverage its technology to zero in on the most important metrics and streamline those processes to reduce analysis timewhether that means setting up automated report generation or performing certain tasks during off hours.

Integrate data to create a holistic view of customers and campaigns

Zeo has also learned that you need to limit the type of data you acquire and apply. While data is available from a number of sources, it must be relevant to the specifics of a companys business model, products, target markets, and customer base. By using solutions like those offered in the Adobe Online Marketing Suite to measure specific results, Zeo can get a core set of data that integrates to create a more holistic picture, as well as makes external data easier to manage and better aligned with marketing and business objectives. This in turn provides the most actionable insights into Zeos online marketing campaigns.

Measure the effectiveness of PR efforts

A company or product that no one has ever heard of clearly benefits from mentions in newspapers, magazines, blogs, and social media. Therefore, one of Zeos go to market strategies involves heavily leveraging PR. The problem is that its often hard to determine the amount of benefit or whether PR efforts are generating incremental sales.

Adobe Online Marketing Suite Webcast Guide

Use segmentation to hone in on the most successful marketing strategies

Zeo is using targeted marketing campaigns to let potential customers know who Zeo is and what it offers. Currently, the company is running three different ad campaigns touting three different benefits. Its using Adobe Discover, powered by Omniture, to learn which of these is most successful. Adobe Discover matches inbound data against each campaign and measures the response rates among each segment. Segmentation is proving invaluable because it helps Zeo pinpoint which campaigns are most effective within which segments.
Adobe Test&Target helps you identify your most successful campaigns.

Take full advantage of the best technology

Zeo used Adobe Test&Target to great advantage during a recent campaign. The company wondered whether offering a free premium with its products would lead to more conversions, as conventional wisdom would indicate. It set up a campaign where some prospects got no free gift, while others got things like blankets, pillows, relaxation CDs, or books. What did the results show? As it turned out, the free gift actually hurt sales rather than helping them. The free pillow, as an example, cut sales by 50%. Zeo concluded that because very few people know about Zeo and its products, a free gift wasnt going to change anybodys mind. Because Zeo was able to use Test&Target analytics quickly and properly, it could quickly turn its focus away from unsuccessful campaigns, saving time and marketing dollars in the process.
Do you have campaigns that Test&Target analytics could help make successful?

Zeo centers its metrics on marketing cost, orders, and sales conversions. Its a small start-up with very little cash, so it must account for every dollar spent. Its success is measured by cost per order. Because thats the number that the board is reviewing when looking at company performance, its imperative that Zeo be able to accurately calculate how much revenue comes from each marketing dollar. To achieve these goals,Zeo leverages the best tools in the marketplacethe Adobe Online Marketing Suite. And because it has reliable numbers at hand, it can take advantage of the opportunities generated through offline activities.

Zeos top results with Adobe

Adobe Online Marketing Suite Webcast Guide

Using the Adobe Online Marketing Suite, Zeo has optimized marketing efforts significantly with the following results: Increased revenues by 1500% Return on advertising spend (ROAS) of more than 4000% Gained efficiencies in data collection and reporting Significant revenue increases based on multivariate testing Scaled solutions as the business grows

Adobe SearchCenter
Adobe SearchCenter, powered by Omniture, has helped Zeo realize that pure search engine marketing (SEM) is not the most effective marketing channel as previously thought. As a result, SEM efforts have been scaled back, and resources have been shifted to more effective marketing channels. Ad and marketing spend have been optimized for greater ROAS.
SiteCatalyst provides marketers with actionable, real-time intelligence about online strategies and marketing initiatives.

Adobe SiteCatalyst
Adobe SiteCatalyst has helped Zeo tie offline media to online performance, isolating data spikes related to PR events, measuring PR impacts, and tying ad spend to online behavior.It has helped Zeo quantify a baseline traffic pattern for its site and then show how much traffic comes in after a PR event (TV appearance, infomercial). Zeo is now able to show the degree to which certain PR activities drive traffic and revenue. This influences media buy options and helps Zeo optimize ad investments using SiteCatalyst daily data exports. Zeo marketers can also decide which media channels are most appropriate by turning costly guesswork into targeted insights and informed media buys.

Adobe Test&Target
Zeo uses Test&Target to run home and landing page tests on its main website and microsites. Metrics are used to produce statistically significant conversion, response, and customer behavior metrics. With strong targeted messaging, Zeo is better positioned to further optimize its sales funnel and engage in the most profitable marketing projects.
In which ways could you use Adobe analytics in your marketing campaigns?

Adobe Online Marketing Suite Webcast Guide

Putting it all together

Zeo is an excellent example of a small start-up using technology to make analytics easier, more integrated, and more aligned with the business. In fact, Zeo is the kind of company that needs to be using analyticsto the fullest extent because it has very little else to draw on. Its a new company, offering a new product in a new category with no history against which to measure results. By using Adobe solutions, Zeo can make intelligent decisions more quickly, creating its own model for success. Of course, this also means knowing which campaigns dont work. A company like Zeo doesnt know which cross-sell and upsell opportunities are available, so it needed to test a few. It tried to tie into searches for Ambien and other sleep-related products, but the analytics showed that those searches didnt do anything to boost sales, so the effort was dropped. By collecting and using this kind of data, Zeo was able to move away from the things that didnt work and identify the things that would. In short, Adobe analytics have allowed Zeo to fail faster and thus succeed faster.
Which insights are you taking back to your marketing program based on the information in this guide?

Key takeaways
Leverage the best technology solutions to make analytics easier, more integrated, and more insightful. Make analytics the foundation of your optimization. Use data to create a holistic view of customers and campaigns. Enable advanced ad hoc segmentation through the data acquired. Fail faster so that you can succeed faster. Align your metrics with your marketing and business objectives

To view this webinar, visit:

http://omniture.com/offer/945

For more information

To learn more about cross-channel solutions from the Adobe Online Marketing Suite, contact your Adobe or Business Unit account manager or call 877-722-7088. For businesses outside of North America, visit Omniture. com for the office information nearest you. Obtain additional resources at: 877-722-7088 View recorded Webcast: www.omniture.com/webinars Learn more: webcasts@adobe.com

Adobe Systems Incorporated 345 Park Avenue San Jose, CA 95110-2704 USA www.adobe.com

Adobe, the Adobe logo, Omniture, Adobe Discover, SiteCatalyst, and Test&Target are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners. 2010 Adobe Systems Incorporated. All rights reserved. Printed in the USA.

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Adobe Online Marketing Suite Webcast Guide

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Adobe Online Marketing Suite Webcast Guide

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