eMetrics Marketing Optimization Summit:
Group Discussion: Maturity Model Progress – Getting to the Next Level

Web analytics and marketing optimization follow a common path at each organization. Where is your organization along this path and what positive steps can you take to get to the next level?

Reporting
Benchmarking
Site Optimization
Dynamic Promotions
Hearts and Minds

Reporting

We have weekly or monthly reports indicating the number of people who see our site, the amount of time they spend there, the number of pages they see. We keep an eye out for changes that indicate problems with our website.

Benchmarking

We use our reports to watch trends over time and to compare the progress of different content areas within our company. When we are able to find figures about other companies, we compare our numbers to see if we are within an acceptable range for our industry.

Site Optimization

We focus on specific visitor activities and test alternatives to see what works better. We engage in A/B split testing and multivariate testing in a program of continuous, incremental improvements.

Dynamic Promotions

We serve unique content to each visitor who exhibits specific behavior in order to automate our marketing. We are correlating visitor source (search, banner, link, etc.) with onsite behavior (content of interest, recency and frequency) as well as past purchases to inform our dynamic content servers.

Hearts and Minds

We consider how behavior on our website might indicate changes in consumer attitude. We watch for signs of messaging fatigue, customer segmentation shifts and the impact of competitive promotions on our target audience. We use behavior on our website to reveal the impact of our offline marketing expenditures.