Guides.

Unified Digital Marketing Performance: Maximizing Return on Digital Investment

Measurement, testing and targeting methodologies help maximize marketing performance across all your digital channels. This new webinar provides a 3-step guide for acquiring, engaging and nurturing customers through web, Facebook and mobile sites.

Delivering the X Factor in Customer eXperience Management

Learn about CXM and how analytics is emerging as the cornerstone of CXM in this whitepaper. CXM is not a product available from a box, but rather a complex ecosystem of people, process and technology. And it’s a strategy in which every division in a company plays a role in gathering and integrating customer intelligence.

The Forrester Wave: Web Analytics, Q4 2011

Get The Forrester Wave: Web Analytics, Q4 2011 report (October 2011) by Forrester Research, Inc. and learn about Webtrends’ leadership status. Webtrends, noted in the report as the “last major independent enterprise web analytics vendor,” provides complete digital analytics for users across the enterprise and across channels.

The Implications of the Splinternet and the Future of Web Analytics

In this commissioned paper, Forrester Consulting, on behalf of Webtrends, conducted in-depth surveys with 210 global senior level digital marketers across industries to discover how they are struggling, and succeeding, with digital marketing fragmentation.

Web Analytics Traffic Metrics Best Practices for Government Agencies

Recent confusion over the proper use of cookies on federal government agency web sites has heightened the need for all organizations to understand the technology behind web analytics in order to properly assess solutions and privacy strategies. Read this brief to learn more about the many options available to WebTrends customers for accurately measuring traffic and other key metrics.

Building a Culture of Measurement

John Lovett of Web Analytics Demystified covers the challenges and benefits of sustaining a culture of measurement, how to find meaning using the four tiers of a “Waterfall Strategy” and the PDCA cycle, and how the culture of measurement has led to big gains at Cabela’s, Barclays and a global auto manufacturer.

Relate Analysis to the Business, and the Business Will Listen

“Most businesses now collect data about their online presence, and no one really needs to evangelize anymore about the importance of measuring what one tries to manage. However, it is my opinion that, although web analytics solutions are found on the vast majority of websites today, most businesses do not really use them.” Jacques Warren explains why.

Effective Marketing Delivers Results for Webtrends Customers

Organizations in 2010 remain under economic pressure to accomplish more with less, as companies endeavor to achieve and sustain recessionary profitability through top-line revenue growth. In June and August of 2010, Aberdeen surveyed 453 companies to learn about the primary drivers of their marketing efforts for 2011 and beyond.

Unify To Multiply: Marketing Ecosystem Effectiveness

Determining the optimal way to go to market is no longer an annual undertaking. Becoming more agile at exploiting opportunities, pre-empting issues or threats, as well as leveraging new consumer shifts, trends and news developments make “on-demand” marketing planning and operational flexibility a critical competency in brand marketing organizations. In this valuable white paper, The CMO Council and Webtrends have teamed up to conduct surveys and provide analysis, insights, customer stories, and actionable direction toward marketing ecosystem effectiveness.

Advancing Your Digital Marketing Strategy with Webtrends Analytics

With the rise of mobile and social marketing channels, the demands on web analytics have grown significantly from simply measuring activity on your website, to providing a holistic view of customer acquisition, engagement and retention across all digital channels. With the right solution, data from all digital properties can be used to inform and guide an integrated marketing strategy.

Online Testing for Site Optimization: 101

Online testing gives marketers important information that can be used to guide creative, offers and overall user experience. By using the information gathered, you can directly influence consumer behavior and increase your ROI. But how do you get started? Download this whitepaper to find out.

Ensuring Success with On-site Testing and Targeting

There are three critical components to success when starting down a site optimization path: people, process and technology. Finding the best mix of these pillars is critical to creating a plan that is customized for your company. When the right mix is achieved, you can transform your business and drive conversions and increase revenue.

Nine Real-World Results from Testing and Targeting

Why test and target? Reasons for engaging in website optimization depend on the business goals and associated goals of an industry. Whether you’re trying to increase revenue through improved sales, or trying to increase engagement and conversions, or simply improve brand loyalty, proper testing and targeting is critical to your company’s success. This paper includes nine real-world examples of how companies are successfully using testing and targeting to increase revenue and conversions.

Taking Control with Marketing Optimization

Consumers want a personalized experience. They want to know that companies are paying attention and can add value to their experience. It is time for Marketing to deliver.

Your company spends lots of money driving people to your site. Is your organization getting the most out of those people? Providing a personalized experience is no longer a choice but a customer mandate. The move from a traditional pushed marketing message to a consumer pull strategy has fundamentally changed the way organizations look at marketing. For many consumers, their experience with a brand online is key to their perception which influences if and how they will interact with that company moving forward. Providing an experience which feels personal and relevant to the individual is critical.

In this paper, you will learn how websites can provide a rich data environment, even in the absence of registration or log-in which can create a dynamic and valuable experience for both user and brand. Making that happen requires a combination of the right technology and a marketing process specifically designed to optimize the digital channel.

Metric-Driven Mobile Marketing

Break through the noise and reach customers with precision-targeted mobile marketing. This Aberdeen Group report highlights industry best practices for maximizing business results from mobile marketing initiatives.

Developing a Strategy for Mobile Maturity and Investment

As mobile matures as a marketing channel, it will have a significant impact on the bottom line, ultimately leading to increased revenue and/or decreased costs. Measurement of the direct and indirect contribution of mobile marketing toward these business objectives is necessary in order to properly manage this channel. With digital analytics, you can measure what matters to your business, build a business case for ongoing investment, and identify opportunities to incrementally increase returns.

The Social Media Marketing Playbook for Maximizing Returns on Facebook

This new four-step playbook guides you through acquisition, nurture, engagement, analysis and optimization of your Facebook marketing lifecycle strategy.

Ads for Fans are Facebook’s Best Kept Secret

Fan targeted ads on Facebook are one of the most relevant and high performing solutions for generating measurable marketing ROI. This new whitepaper outlines best practices for optimizing your social ad spend.

Success of Social Commerce

Social commerce is heating up! Analysts predict that commerce from Facebook stores will hit $30 billion by 2015. Adgregate Markets and Webtrends examine the impact of social networks and mobile sites on website traffic and the correlating rise of Facebook commerce by leading retailers.

Get Viral! A Guide for Developing Facebook Campaigns

It makes sense that marketers are rushing to build a “social” presence on Facebook. Not only are consumers spending more time there, but Facebook users are also extremely engaged with both friends and brands, sharing activities and interests sometimes multiple times a day. So, where do you begin? We have pulled together tips to help marketers get Facebook ad programs on track.

Facebook Marketing: What Doesn’t Work and What Does

For nearly four years since the Facebook platform launched, Peter Yared has been involved in delivering Facebook apps for top brands such as CBS, NBC, Lifetime, Universal Music and many more. He shares what he has learned about what works and what doesn’t when it comes to Facebook marketing.

Ten Things You Should Know About Consumer Segmentation

Perhaps the most powerful and underused marketing tool available today is segmentation: the ability to identify high-opportunity customer groups within your marketplace. As competition heats up, marketers must get smarter and more creative about whom they are targeting for new acquisition and retention programs. The use of segmentation is a fundamental strategy for companies that wish to increase sales, uncover new opportunities and improve customer retention. In this paper, Kevin Hillstrom, President of MineThatData covers ten things you should know about consumer segmentation.

Database Marketing with Online Behavioral Data Made Simple

Is your marketing as relevant as it should be? Gary Angel says, “Probably not.” Read his latest white paper, and discover the most effective way to send the right message to the right audience at the right time using scoring and segmentation.

Segmentation in the Financial Services Industry

Gary Angel, President of Semphonic, and Jennifer Wilson, Senior Product Manager at Webtrends, bring their experience, knowledge, and ideas together in this informational white paper on segmentation in Financial Services. Gary brings practitioner experience from his database marketing roles along with segmentation and targeting consulting experience with companies including Visa and American Express. Jennifer brings experience from her role as Product Manager where she’s worked with a variety of global Financial Services companies to establish and execute targeting and segmentation programs for driving new customer acquisition, up-selling existing customers, and retaining those customers long term.

Segmentation In The Healthcare Insurance Industry

Segmentation is used in a variety of ways by businesses today. The two most common applications of segmentation are reporting/analysis and targeting. Segmentation is often applied to reporting and analysis to help marketers understand the behavior of one portion of the population when compared to another. Segmentation is also used by virtually every marketer to target sales prospects and customers. This white paper focuses on common applications of segments in targeting within the healthcare industry.

Ads for Fans are Facebook’s Best Kept Secret

Fan targeted ads on Facebook are one of the most relevant and high performing solutions for generating measurable marketing ROI. This new whitepaper outlines best practices for optimizing your social ad spend.

Getting Ready for the Holiday Season – Ten Tips for Paid Search in 2011

Webtrends’ guide to 2011 holiday PPC will help you target all the consumer touch points that really matter and build campaigns specific to the 2011 season. We’ll cover social, mobile and web, along with trends and ideas to help you get the most out of your holiday campaigns.

Sell More, Pay Less: Drive Conversions with Unrelated Keywords

How do you know what product sales are driven from which keywords within your paid search efforts? Which keywords are driving the most profitable traffic? Are you doing everything to maximize your paid search ROI? A common perception within the online advertising community is that a successful ad sells product it was intended to sell. Surprisingly, that is not always the case. In reality, online conversions often originate from traffic generated by keywords that are entirely unrelated to the items eventually purchased. Read on and find out for yourself.

DM3 Overview

Find out how you can assess the sophistication of your digital marketing with Webtrends Digital Marketing Maturity Model.