Five tactics for email marketers to leverage web analytics

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Richard Austin, eMarketing Strategy Consultant
Harnessing customer data from your web analytics brings together a rich mix of declared and inferred customer preferences enabling marketers to craft more meaningful and engaging messaging. But the enormity of such a task leaves many marketers at a loss for where to begin. This webinar will address the best strategies to leverage this data and integrate it with your email marketing providing a significant uplift in results and engagement.
Nov 19 2009
31 mins
Five tactics for email marketers to leverage web analytics
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  • Join Lattice for a guided tour of the marketing tech stack that powers Acquia's demand gen engine.

    In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

    Show Me Your Stack (#MKTGstack) is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business.

    Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

    Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

    About Acquia:
    Acquia is the digital experience company. Intuit, Warner Music Group and Stanford University are among the more than 4,000 organizations that are transforming their digital businesses with Acquia’s open cloud platform. Global 2000 enterprises, government agencies and NGOs rely on Acquia to create new revenue streams, lower costs, and engage audiences more deeply through content, community, commerce and context.
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    Panel of Experts:
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    Elena Zheleva, Director of Data Science, LivingSocial

    Sponsored by Autopilot

    Abstract:

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    Register for this webinar today and get started doing personalization right!
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    - Analytics
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  • Channel
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  • The State of Marketing Technology: Personalization Aug 13 2015 5:00 pm UTC 60 mins
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    August 13, 2015 at 10 am PT / 1 pm ET



    Speakers: Stewart Rogers, VB Insight Analyst; VentureBeat
    Preeti Kelapure; Marketing Manager; Glassdoor
    Leeyen Rogers; VP of marketing; Jotform




    Hi there [first_name],

    We know that using personalization in marketing works, and not just in isolated incidents either. In looking at case studies across industries and channels, from email to web to location-based marketing, it produces amazing results.

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    This webinar will be based on Stewart Rogers’ VB Insight report, which released on July 22, 2015.

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    Shantel Shave - Director of Demand Generation, Hootsuite
    Join Lattice for a guided tour of the marketing tech stack that powers Hootsuite's demand gen engine.

    In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

    Show Me Your Stack (#MKTGstack) is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business.

    Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

    Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

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  • Show Me Your Stack! Inside Acquia’s Account-Based Marketing Engine Recorded: Jul 23 2015 49 mins
    Claudia Hoeffner, Jamie Sloan & Katelyn Fogarty of Acquia
    Join Lattice for a guided tour of the marketing tech stack that powers Acquia's demand gen engine.

    In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

    Show Me Your Stack (#MKTGstack) is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business.

    Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

    Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

    About Acquia:
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  • Personalization - The key to long term brand success Recorded: Jul 15 2015 62 mins
    Andrew Jones - Analyst; VB Insight
    Date and time: July 15, 2015; 10 am PST/1 pm EST

    Analyst: Andrew Jones, VentureBeat
    Panel of Experts:
    Greg Petro, Chief Executive Officer, First Insight
    Rich Lesperance, VP Digital Marketing and CRM, GrubHub
    Elena Zheleva, Director of Data Science, LivingSocial

    Sponsored by Autopilot

    Abstract:

    Personalization is critical to the success of your business model. Many of the most innovative and beloved companies in recent history -- think Facebook, Amazon, Google, Netflix, Pandora, Spotify and Hulu, just to name a few -- have transformed customer expectations and disrupted their individual industries. Now customers expect it. It increases clicks, open rates and conversions -- usually by pretty substantial margins. But -- how do you DO it?

    The process is different at every step of the customer journey and there's a lot that goes into personalization. What's more, there's a lot more ways to reach your customers than ever. Personalizing display ads is very different from personalizing emails or a mobile app experience. The data, content, and delivery mechanisms necessary to personalize those messages changes -- and so should your strategy.

    We're taking a holistic look at the art of personalization -- from customer expectations to ROI. We'll show you a new way of looking at identity -- from both the customer's behavior to predicting their behaviors.

    In this webinar, you'll:

    * Learn how to collect data that helps visualize the customer's journey
    * Get tips on one of the biggest challenges to increasing the ROI of marketing automation
    * Access the theory of identity enrichment
    * Gain insight into best practices for personalization in different channels

    Register for this webinar today and get started doing personalization right!
  • Customer Advocacy is the New Demand Generation Recorded: Jul 15 2015 47 mins
    Bob Peterson, Research Director for Customer Advocacy, Sirius Decisions; Trisha Winter, CMO, Amplifinity
    Customer advocacy is great when you can get it, but getting it is usually ad hoc. With new technology available, savvy customer marketers are realizing that there are ways to scale customer advocacy and harness it for demand generation.

    Bob Peterson, Research Director for Customer Advocacy at Sirius Decisions will discuss the drivers behind investment in customer advocacy and Trisha Winter, CMO of Amplifinity will share examples of how Customer Marketing can get started.
  • Why You Can’t Do Content Marketing Without a CMS Recorded: Jul 9 2015 49 mins
    Dennis Shiao, Director of Content Marketing, DNN Software
    While “content marketing” (the term) has been in vogue the past 2+ years, the discipline has existed for far longer. Many of us have been creating, publishing and sharing content with our target audience for years, all enabled by a Web CMS.

    Dennis Shiao manages content marketing for DNN. Join this webinar to learn how Dennis uses a CMS to fuel DNN’s content marketing. Topics covered include:

    - Permissions and workflow
    - Publishing
    - Analytics
    - Integration with content repositories
  • Marketing Automation Systems: The top marketing automation point solutions Recorded: Jun 18 2015 61 mins
    Andrew Jones - Analyst; VB Insight
    Join us live on June 18, 2015 at 10 am PST/ 1 pm EST

    This webinar will be based on Andrew Jones' VB Insight report, published May 5, 2015.


    Speakers:
    Andrew Jones, VB Insight analyst; VentureBeat
    Jory Des Jardins, Senior Vice President, Strategic Global Alliances; SheKnows Media /BlogHer
    Britta Meyer, Chief Marketing Officer; WageWorks



    Sponsored by Autopilot

    Abstract:

    Fundamentally, marketing automation refers to software designed for marketing departments to automate repetitive tasks. It helps identify, qualify, convert, and grow (up/cross-sell) customers by delivering relevant messages across channels. And it’s no longer just for B2B companies.

    Only 5% of businesses are currently using this technology today, yet those that do are generating outsized leads, conversions, and revenue.

    Our research shows that marketing automation:
    *Delivers value: 80% of MAP users see their leads increase, and 77% see conversions increase.

    *Is hard to choose: The top challenge in vendor-selection is simply understanding the differences in functionality between them.

    *Isn’t easy to implement: Only 29% said they had no issues or delays in getting results.

    Avoid the pitfalls your peers have already dealt with. Understand the opportunity value and how to get ahead fast.

    This research includes data from 243 marketing automation users and details on features, pricing, and services on 24 of the top vendors. We also conducted dozens of interviews and incorporated market share from data partners who spider close to 20 million websites.

    In this webinar you will learn how to:
    * Select the right vendor for you
    * Understand and avoid delays and challenges
    * Maximize ROI by using tactics that work best



    Check out VB Insight to access Andrew's Marketing Automation Systems report, and to access the latest research on Marketing Technology: http://insight.venturebeat.com
  • 24 Tips & Tricks to Improve Your Website’s SEO Recorded: Jun 18 2015 61 mins
    Bruce Chapman, SEO Strategist & Product Manager, DNN Corp.
    You’ve read about keyword research, inbound links and optimizing web copy for search. If you follow the leading SEO experts, you undoubtedly know about Penguin, Hummingbird and Mobilegeddon… But what are they NOT telling you about?

    In this webinar, SEO expert Bruce Chapman from DNN shares 24 rapid-fire tips that you haven’t considered, including the role testing plays toward conversions. You’ll leave the webinar with tricks that you can apply to your website right away, tools you can use to test to find out the best results, increase engagement and outcomes.
  • Accelerating Sales: How Marketing Can Be The Hero Recorded: Jun 18 2015 50 mins
    Kerry O'Shea Gorgone, MarketingProfs; Tim Duranleau, Acc Manager & Jennifer Kling, Product Marketing Manager, CallidusCloud
    Complex, closed, time-based nurturing often keeps leads hidden away from sales in the “black box” of lead processing. Frequently, prospects are visiting your content and signaling interest, but legacy marketing systems prevent those engagement signals from reaching sales quickly and intelligently, thereby diminishing your marketing efforts.

    What will you learn?

    • How to use real-time customer intelligence, the social sphere, and email to better engage customers and prospects
    • How to use technology to accelerate sales, including mobile
    • Why sales and marketing automation isn’t the silver bullet
    • How to help sales engage customers to close more business, faster
  • Are you Over-Automating? How to Stay Mindful in a Data-Driven World Recorded: Jun 12 2015 58 mins
    Natascha Thomson, MarketingXLerator; Peter Ebert, vtricity; Randy Milanovie, Kayak Online Marketing; Petra Neiger, Red Pantz
    Social media is about people. The holy grail of marketing is currently personalization.

    And while new amazing social media intelligence tools are making it easier than ever before to listen, analyze data, gain insights and make informed decisions, there is a real danger to over-automate.

    More and more social media strategies are employing auto-response, auto-Retweet, auto-content generation, auto-whateverpossible tools. This goes against the grain of social media and is a recipe for getting out of touch with your constituents.

    As @JoshDSullivan of Booz Allen put it, “No machine can be a miracle cure. Humans have to find patterns, ask questions, make the connections.”

    • How can you do that?
    • How can you ensure that your social media team is not getting overwhelmed and side-tracked by too much data and technological stimuli?
    • How can you enable them to respond vs. react to stay at the top of their game?
  • What Digital Marketers Can Learn From Political Campaigns Recorded: Jun 8 2015 30 mins
    Michael Beach, Targeted Victory; Eden Joyner, Revolution Messaging; Michael Palmer, i360;
    Learn how the data-driven marketing strategies from recent political campaigns can be adapted for use by brands. Featuring: Michael Beach, CoFounder at Targeted Victory, Eden Joyner, VP Media Strategy at Revolution Messaging, Michael Palmer, President at i360, and Michael Schneider, Director of Product Development at Bully Pulpit Interactive, moderated by Kaitie Coghlan, Customer Success Team Lead - Data and Political at LiveRamp.
  • How Buyers Buy in 2015: Psychology, Technology, and B2B, Oh My! Recorded: May 28 2015 39 mins
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    Why do people do the things they do? As marketers, we're constantly asking why, and how, buyers buy. The truth is the ways in which we shop and consume are drastically different than ever before.

    In this session, Katie shares some of the thinking, research, and ideas from the world of psychology that she's found in her own attempt to understand why buyers (especially B2B) do what they do. She'll also share some strategies for addressing this brave new world of marketing, as we all work to keep up, and stay relevant. Join Katie as she uncovers the truths about today’s B2B buyer. 
  • The Emerging World of Addressable TV Recorded: May 27 2015 59 mins
    Tom Hagopian, DIRECTV, Tracey Scheppach, SMG, Justin Schuster, LiveRamp
    TV advertising has historically involved the delivery of the same ad campaign to millions of viewers nationwide. Addressable TV is changing television advertising for marketers everywhere, and today, over 40 million pay-TV households in the U.S. are able to receive an addressable TV ad. If you are interested in addressable TV but don’t know where or how to start, this webinar is for you.

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    - Improving media buying, engagement and key brand metrics
    - Optimizing campaign efficiency for retail, auto, insurance, and more
  • A Killer Website Starts with a Great CMS: in 30 minutes or less! Recorded: May 21 2015 31 mins
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    The website is the center of your marketing universe: it’s your foundation for brand awareness, customer engagement, sales leads and revenue. Because websites serve so many functions and have so many moving parts, it's a serious undertaking to design, build, launch and manage a site. At the center of killer websites is a great Content Management System.

    Watch this 30-minute or less webinar that reveals the ways you can leverage key features of your CMS to attract new visitors, sustain longer visits and drive more returns.

    This webinar covers:

    - Content personalization
    - How to use analytics to inform content strategy
    - Advocate marketing and visitor engagement
  • How Brands Use Data Onboarding Recorded: May 19 2015 46 mins
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    If you only sold to a few hundred local people from one shop on a single street, all your knowledge about your customers would be in one place, and you’d look smart whenever a customer walked in. But if that’s not your world and you market to millions of people in hundreds of places, then this webinar is for you.

    Join Lindsay Chastain, director of digital marketing at Sephora, to learn more about how Sephora adopted data onboarding to track the offline impact of their digital marketing efforts. You will leave this webinar with a clear understanding of how brands are using LiveRamp to onboard data and:

    - Understand whole customer journeys
    - Accurately measure the impact of marketing
    - Determine which marketing and advertising investments worked
  • What the All Blacks Can Teach Us About the Business of Storytelling Recorded: May 19 2015 49 mins
    James Kerr, bestselling author, speaker and leadership consultant
    The All Blacks are the most successful sporting team on the planet – with an extraordinary winning percentage of 94% over the last decade. But it hasn’t always been straightforward. In this Webinar, best selling author, speaker and consultant James Kerr explains how the world’s most successful sporting team hit rock bottom in 2004 and how they used language, ritual and storytelling to turn their fortunes around. The lessons are directly applicable to achieving a sustainable high performance environment in whatever field you compete in.

    James Kerr is a bestselling author, speaker and leadership consultant specialising in high performance business, sport and military environments. Recent clients include the US Navy Seals, the FBI, UK Sport, the English Rugby Football Union, UK Swimming, UEFA, the Premier League, HSBC, Shell, Adidas and the Savoy. His latest bestseller, Legacy, reveals 15 leadership lessons from the world's most successful sporting team, the All Blacks, and he is a regular contributor to broadcast and print media including the Guardian, Times, Daily Mail, Bloomberg, BBC and the Telegraph. He lives in London.
  • Fast-Track Your Content Marketing Plan Recorded: May 14 2015 59 mins
    Barry Feldman, Feldman Creative
    Most companies fail to fully develop a content marketing plan and instead jump from content piece to content piece, spitting out one after the other without a clear overarching goal. What is the main objective of your content marketing plan?

    Join Barry Feldman as he goes through a step by step process on how to get your content marketing engines off and running with a final destination.
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Silverpop shows you how you can create, nurture and maintain customer relationships, improve response rates, help sales close more business and demonstrate the power and value of your marketing organization. Communications technologies continually evolve and branch in new directions, challenging modern marketers to keep up. Now you can stay ahead of the changes with the strategies and tactics offered by the Silverpop Engagement Marketing Channel. Subscribe today!

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  • Title: Five tactics for email marketers to leverage web analytics
  • Live at: Nov 19 2009 12:00 pm
  • Presented by: Richard Austin, eMarketing Strategy Consultant
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