PILLAR 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 recommends:

1. Analytics Implementation – This service includes various forms of reporting, managing site tracking and reporting from click-through to sales, segmented by customer types and demographics.
2. Competitive Intelligence – This service covers which websites are referring visitors to Client’s competitors and where those competitors are advertising across the web.
3. 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.
4. 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 click-through rates.
5. 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

1. 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.
2. 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 featured author.
3. Website Integration - This tactic involves the integration of Client's corporate blog within its website, without adding too much clutter to the site.
4. RSS/Feed Management - 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.
5. Directory Submissions - As with Search Engines, there are many blog directories that require submission and indexing from time to time. This tactic requires dedicated attention once per quarter.
6. 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.