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FromUnknown to Known
Turning Visitors into Advocates
October 8, 2015
#InformzTracking
Presented by….
Chris ScavoDigital Marketing Strategist
Vivian SwertinskiSr. Digital Marketing Strategist
Agenda
Understand the difference between unknown and known visitors.
Maximize your targeting capabilities
Leverage website engagement to increase marketing effectiveness
Imagine your website is a storefront….
Web Tracking – Insight and Action Tool
Tracks All Visitors
Reports Key Activity Metrics
Identifies web activity from your subscription lists
Create action based target lists
Very straightforward, easy to implement tool
Cookie based tool
Few lines of JavaScript code
Serves a unique purpose
Can you recognize your subscribers online?
How subscribers become KnownEmail In Inbox
• Website Form Submissions
• Email Communications
Set yourself up for success
Serve your audience better with web tracking
Personalized
Relevant
Timely
Guidance
Tracked Activity becomes Actionable Activity
Select known visitors who
• visited any web pages
• performed interactions
• made online purchases
Opportunity to observe and serve your audience
• Initiate email communications
• Campaign decision steps
• Remarketing
• Scoring
Page View Metrics – What’s working and what’s not?
Know your website “hot spots”
Important metric for:
• Display Ad Revenue• Prospect Engagement• Measuring content adoption• Member engagement
Page View Data – What actions do you want to respond to?
Select by Specific Page
• Membership Login
• About Us
• Industry News
Select Any Page Activity
• Website Bounces
• Multiple Views
Put a TAG on itSimplify segmentation with Page Tags
• Education• Events• Benefits • Advocacy• Donate
Page Interaction – Who is actively engaged and who is not?
Video Testimonials
Whitepaper download
Conference Agenda
Certification Requirements
Pre-recorded Webinars
Purchases – If only my website could be more like a storefront!
Abandoned cart
Stock notifications
Order confirmations
Subject Line: You left something behind…
Purchase data - equips you with opportunities to follow up
Cross Sell Opportunities
Clearance Sale
Reviews – testimonials
Campaigns to launch based on web activity
Re-engagement campaign – members that are at risk of becoming inactive
Prospect Nurturing campaign - prospects visiting high value content pages
Event campaign – early sign up page, call for volunteers, video highlights of last year’s event
Campaign Example
Web Tracking – Measuring Effectiveness
Web Tracking – Measuring Email Effectiveness
Individual Subscriber Web ActivityIndividual Email Statistics
Web Tracking – Measuring Effectiveness
