Understanding online behavioural marketing & analysis
By utilising RedEye's online behavioural marketing and analysis, we are already seeing a significant increase in our look-to-book ratios. Personalised communication delivered at relevant opportunities is key to driving conversion success and is only possible through effective analytics and segmentation.
RedEye uses web analytics, usability and behavioural targeting of email to help clients understand their users and target them appropriately. Using this framework clients can:
- Get an accurate and informed picture of website activity and monitor KPIs.
- Understand the online motivations of their key target audiences and discover how to meet user needs.
- Time and compose digital communications for maximum advantage.
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Appreciate where to focus resource in the short and long term to improve website performance and online marketing results.
The online marketing process
The diagram below shows how online behavioural marketing and analysis fits into the original online marketing process.
Websites typically convert under 2% of traffic. The main tools to improve online conversion are website analytics, usability and email marketing. A repeat visitor is eight times more likely to buy than a first time visitor and email is the best way to get someone back to a website. RedEye’s business strategy combines these three core competencies into a single approach:
- Web analytics to measure
- Email to convert
- Usability to improve
How RedEye delivers online behavioural marketing and analysis
It starts with good quality data. Real individual level data, not just unique visitors. Unless you can appropriately target individuals, no useful follow up marketing communications are possible. RedEye’s data warehouse and web analytics tools are the most accurate possible enabling an extremely indepth analysis. This includes the ability to look behind the last click and analyse the full customer journey. See media attribution analysis for more details.
Measurement is good, ROI is better.
RedEye’s web analytics tools help organisations forecast and diagnose problems. We call this actionable analytics. Our analytics tools are industry specific. The key elements are:
- Customised installation
RedEye Reports - Industry benchmarked de-duplication
- Sector focused reporting
- Unlimited segmentation
- Proper insights that drive change
- ASP/managed service
RedEye’s hybrid business model offers a managed service applying innovation and best practice (such as email deliverability and testing), with an ASP service for cost effectiveness.
Integrated solution
