VI. Web Analytics
Web Analytics, PILLAR VI, brings everything
together. Blueliner is versed in top web analytics softwares
– Webtrends, Omniture, Clicktracks, Google Analytics
(Urchin) and ClickPath. Campaigns are tracked for ROI
on email campaigns, referring sites and keywords, conversion
rates, user behavior, and website traffic. It is of
high importance for Client to bring tracking of all
campaigns under one roof. While each affiliate program,
PPC engine and ad network has its own tracking system,
it is imperative to have an independent and robust system,
for auditing and detailed ROI analysis purposes. Bi-monthly
reports, customized according to Client senior management
preferences, will be included within Phase 1.
Blueliner’s analytics package includes integration
with traditional marketing and offline conversions.
Below are the Web Analytics services which Blueliner
– This service includes various forms of reporting,
managing site tracking and reporting from click-through
to sales, segmented by customer types and demographics.
– This service covers which websites are referring
visitors to Client’s competitors and where those
competitors are advertising across the web.
Customer Behavior Analysis
– This level of analysis includes tracking specific
actions that each customer or prospect takes upon
visiting the Client website and receiving an email,
all the way through downloading white papers and case
studies, or signing up for a webinar.
A/B Testing –
Utilized in conjunction with email marketing and website
architecture, A/B testing is the process of comparing
different layouts and calls-to-action by measuring
CRM Integration –
Integration of web leads and customers into Client’s
chosen CRM platform is an important task that requires
a knowledgeable engineering team. Blueliner will spearhead
this process, which is a key step towards closing
the ROI loop.
PLUS 1. Blog RSS Marrketing
CMS (Content/Blog Management
System) Integration – Blueliner is versed
in open-source content management systems that drive
blog engine databases. Setting up the database, blog
templates and rules is the key initial task.
Blog Authoring & Editing
- Writing keyword-rich blog entries is one of the
newest, most effective methods of achieving visibility,
as long as the content is engaging. Encouraging and
monitoring community participation in the corporate
blog should make others feel comfortable referring
inbound links. Blueliner will work with Client to
identify and manage one or several suitable blog authors
- preferably credentialed interior design experts
- as they write about Client success stories and design
tips. Client's current authors, including Kim Shaver,
should be one of the participating, and possibly the
- This tactic involves the integration of Client's
corporate blog within its website, without adding
too much clutter to the site.
- The enabling of RSS (Really Simple Syndication)
feeds, which facilitates Client's content distribution
throughout the web ties in closely with Interactive
PR, and helps to spread the company's wings through
CGM (Consumer Generated Media) - discussion boards,
chat rooms, ezines, etc.
- As with Search Engines, there are many blog directories
that require submission and indexing from time to
time. This tactic requires dedicated attention once
Blog Pulse Tracking
- How do you track your blog's popularity? How do
you track what others are saying about your company
and products in their blogs? This PILLAR of service
includes integration with net media tracking software
that serves the purpose of damage control (negative
CGM) as well as testimonial gathering (positive CGM)
across the web.