Marketing and Web Analytics

As a marketing and Web analytics professional, you’re in the hot seat. Your company depends on your insights to create competitive advantage.  To deliver results, you must:

• Find "leaks" in the purchase funnel and customer lifecycle and fix them
• Collect Web site visitor behaviour that can be leveraged to improve the aggregate performance of your site and personalise individual visitor experiences
• Detect meaningful trends in customer transactions that can be acted on to deepen your company's relationship
• Analyse marketing outcomes and results and optimise future investments
• Use customer responses and non-responses, both explicit and those implied by behaviour, to predict future behaviour
• Identify ways to achieve the same results at lower cost, reducing wasteful spending

Unica’s Enterprise and OnDemand products and services can help you address these challenges. Unica enables marketing and Web analytics professionals to:

• Access individual visitor-level data with Web analytics and use it to optimise Web sites and enable cross-channel, interactive marketing 
• Analyse cross-channel behaviour, preferences, and opportunities with customer analytics  to easily target customer groups for inclusion in targeted marketing initiatives
• Discover market segments, predict offer response, identify cross-sell opportunities, and predict lifetime value with predictive analytics designed for marketing professionals, not statisticians
• Monitor customer transactions with event detection and identify opportunities for customer outreach
• Determine campaign results with response attribution and build future interactions based on each individual’s response history

With Unica software, you can deepen your understanding of online and offline customer behaviour, create more effective segments, more effectively personalise offers, and link your analyses directly to action.

If you are a marketing and Web analytics professional interested in learning more about how Unica can help you, we suggest the following resources:

• A Unica whitepaper, From Web Analytics to Customer Analytics: Making Web Data Personal, on how marketers can use individual-level customer data from Web analytics software to improve targeted marketing communications
• A webcast, Web Analytics and the Migration Necessitation, on the value of migrating to a next-generation Web analytics solution
• A webcast, Testing, Testing, Testing: Anyone Can Test Online, So Why Don’t You?, covering how to improve success rates by testing alternative layouts, content, offers, ads, etc. and picking the winners
• A case study on how Suntrust Bank uses Unica's Event-Based Marketing solution to implement well-crafted, highly successful marketing programs
• A case study on how Aramark uses Unica's predictive analytics capabilities to exceed business objectives