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Utilizing Coremetrics Explore

Utilizing Coremetrics Explore. Getting More Out of Explore. Today’s Session. Purpose : To provide users of Explore with an understanding of the enhanced capabilities available with the ad-hoc reporting tool. Objectives: At the end of this course participants will be able to:

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Utilizing Coremetrics Explore

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  1. Utilizing Coremetrics Explore Getting More Out of Explore

  2. Today’s Session • Purpose:To provide users of Explore with an understanding of the enhanced capabilities available with the ad-hoc reporting tool. • Objectives: At the end of this course participants will be able to: • Create Attribute-based reporting using customizable fields • Utilize Registration data, Multi-channel Intelligence, and Lifecycle to increase behavioral awareness • Expand analysis using advanced features, such as, Retargeting Impression Attribution, and the Twitter Solution

  3. Lesson 1: Utilizing Attributes

  4. Lesson 1: Objectives • At the end of this lesson participants will be able to: • Understand the definition and purpose of an attribute • Identify best practices and common uses of attributes • Build attribute-based reporting in Explore

  5. Attributes • Overview: Customizable fields that can be used to fulfill specific data-capture needs. • Examples of Usage: • Uncover data correlations that suggest vital changes • Track a ‘fourth dimension’ of data • Create isolated reporting to get your view of the world

  6. Retail Attributes • User Reviews • Transaction Codes • Inventory Status • Size and/or Color

  7. Review Ratings Distribution

  8. Financial Attributes • Line of Business • Lead Type • Application Attributes • On-site Search Refinement

  9. Line of Business

  10. Content Attributes • Author of the Page • Split Test Version • Page Language • Video Type

  11. Page Language Reporting

  12. Travel Attributes: Airline • Booking Latency • Flight Number, Type, and Seat Class • Travel Time of Day/Week • Loyalty Program

  13. Booking Latency

  14. Travel Attributes: Rental Car • Pickup and Return Day • Rental Location • Member Type Bookings • Car Class

  15. Member Type Bookings

  16. Travel Attributes: Hotel • Arrival and Departure Day • Trip Duration • Booking Region/Location • Property Type/Brand

  17. How to Collect & Utilize Attributes

  18. Lesson 1 Wrap-Up: Let’s Brainstorm What types of attributes are you most interested in collecting?

  19. Lesson 2: Behavioral Awareness

  20. Lesson 2: Objectives • At the end of this lesson participants will be able to: • Gain insight into visitor behavior via registration data • Quantify the impact and influence online marketing and content has on offline transactions • Analyze visitors’ lifecycle and progression • Build reports in Explore using Registration data, Multi-channel and/or Lifecycle

  21. Registration Module • Overview: Analyze registration data to gain deeper insights into visitor segments and high value customers. • Examples of Usage: • Report, filter, and segment on imported and/or collected registration data • Gain insight into the behavior of registered members, visitors, or groups

  22. Getting Started with Registration Data • Activate registration module in Explore. • Alias existing Registration Tag’s extra fields (if deployed). • Import up to 50 extra fields via CM Import. • Alias imported Registration Tag fields.

  23. What are you doing with your data?

  24. Multi-Channel • Overview: Import offline data and transactions into Coremetrics Explore. • Examples of Usage: • Understand cross-channel influences • Identify in-store vs. online trends by product & category • Perform in-depth customer segmentation and attrition in buy cycles

  25. Using Multi-Channel • Configure Multi-Channel via Coremetrics Import. • Import CSV file with the Shop and/or Order data. Ensure the appropriate file naming conventions are used. • Build reports in Explore using the newly imported metrics (appended with ‘offline’).

  26. Lifecycle • Overview: Understand visitors’ lifecycle and what motivates them to progress to the next milestone. • Examples of Usage: • View which milestones your visitors reach • Gain insight into which campaigns, products, and content advance visitors to the next steps • Directly target visitors to move them faster through progression on the site All Visitors: 100% Browsers: 67% Shoppers: 10% 1x Buyers : 4% 2x Buyers: 2%

  27. Lesson 2 Wrap-Up: Let’s Brainstorm • ________________________ • ________________________ • ________________________ What should I be tracking? What could I be tracking?

  28. Lesson 3: Effective Offsite Promotions

  29. Lesson 3: Objectives • At the end of this lesson participants will be able to: • Efficiently retarget a specific visitor population with relevant display ads, email, and/or direct mail • Track marketing impressions and click-through • Analyze the impact of display ads

  30. Retargeting • Overview: Target specific visitors and data groups with display ads and/or email campaigns. • Examples of Usage: • Seamlessly initiate remarketing actions while in the flow of analysis • Lure customers back via less expensive marketing channels • Increase message relevance by targeting customers based on the context of their segment and their profile history

  31. Impression Attribution • Overview: Analyze marketing impressions to better understand influence on conversion. • Examples of Usage: • Collect and report on attributes such as genre, size, designer, and purpose • Analyze the impact of display ads, widgets, micro-sites, syndicated videos, and more • Connect impressions to behavior and conversion to justify marketing spend

  32. Utilizing Impression Attribution • Tag impressions with the Marketing Impression Tag. • Coremetrics maintains a detailed history. • Build reports in Explore using the Impression metrics.

  33. Twitter Solution • Overview: Retrieve relevant information from the Twitter API and publish the results in Explore. • Examples of Usage: • Understand brand sentiment and mine tweets to uncover marketing opportunities • Gauge overall tone and identify • Determine potential keyword buys based on product/brand discussion

  34. SESSION REVIEW

  35. Session Recap • In today’s session we discussed: • Advancing Explore reporting by using Attributes • Increasing behavioral awareness with registration data, multi-channel analytics, and lifecycle reports • Expanding the effectiveness of offsite promotions

  36. Next Steps • Brainstorm ideas within your team/organization • Review Attribute Reporting Best Practices in the User Guide • Review data sheets and reference guides for more information • Talk to your account representative about additional functionality within Explore

  37. Post-Class Support • On-Demand Training: • Fundamentals of IBM Coremetrics Explore • Lifecycle • IBM Coremetrics Explore Impression Attribution • Documentation: • User Guide • Best Practices Guide • Participant Guide • Job Aids • Expert Analysts: • Submit a ticket or chat live for assistance

  38. Thank You For Attending

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