iAPPS is a product of Bridgeline Digital
Analyzer is designed to allow you to manage your website data and analytics to empower goal-driven marketing, both on and offline. This section provides an overview of goal-driven marketing and how to aggregate multichannel marketing campaigns to drive measurable goals.
Goal-driven marketing involves setting specific goals for an overall campaign and deploying a web experience management (WEM) strategy that exploits various marketing channels to achieve those goals. Goals can be measured against benchmarks that make sense to your company or organization. Effective goal-driven marketing leverages accurate, relevant web analytics to enable real-time adjustment to each marketing channel in order to reach and exceed your marketing goals.
Suppose you may want to increase attendance at your next company seminar. You can then use Analyzer to create a goal to increase the number of registrants. With iAPPS, you can then associate that goal with a series of media channels, benchmark every channel by setting thresholds, and continuously update your content in response to campaign performance. With iAPPS Analyzer’s reports, you receive updates on how each part of your campaign is performing and whether you are on track to meet your goals. With iAPPS Analyzer’s Smart Recommendations Engine, you receive suggestions on how to update the various parts of your campaign. iAPPS Analyzer assesses the severity of the issue and the level of effort required to make a meaningful change, then provides an actionable suggestion on what to do to fix the issue.
Your WEM strategy will exploit various marketing channels. These channels may include:
Different channels provide different advantages in terms of cost and conversion rate. With iAPPS Analyzer’s campaign functionality, you can run multiple campaigns, all with their own goals and all leveraging different channel mixes. In the most common case, a goal will have multiple campaigns associated with it. However, you can also leverage campaigns across your overall marketing strategy by associating them with multiple goals.
To meet your goal of increasing attendance at your next company seminar, you may create an email campaign to target likely registrants at previous company seminars, a LinkedIn campaign to target professionals working in the seminar area, and a pay-per-click (PPC) ad keyword campaign with a search engine. Once you have created all these campaigns, you can associate them with your main goal: increasing seminar attendance.
Once you have created a goal and associated campaigns, you can use iAPPS Analyzer’s analysis tools to see how your goals and campaigns are performing. When you create a goal, you designate benchmark parameters, called thresholds. For example, you may want to measure the number of registered participants for your next company seminar at regular intervals. iAPPS Analyzer shows you how your goal, increasing seminar attendance, is performing against each threshold.
The Smart Recommendations Engine analyzes how your content is performing against your goal thresholds and recommends content changes based upon:
Analyzer leverages your site data to suggest ways to tweak channel activities and optimize overall campaigns.
In addition, you can also track the status of each campaign. For example, your PPC campaign might be generating site traffic, but have a low conversion rate. Analyzer’s Smart Recommendations Engine analyzes the low conversion rate and suggests actions (for example, there might be too many questions or fields on the registration form and visitors are unable to complete the transaction).
With Analyzer’s integration within the entire iAPPS Suite, taking immediate action with smart recommendations—whether it be replacing or adjusting page content (in iAPPS Content Manager), re-working and sending a follow up email (in iAPPS Marketier), or re-evaluating an item’s associated coupon, pricing, or description (in iAPPS Commerce)—is a simple matter of clicking from the iAPPS dashboard into the affected content and implementing the fix.
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iAPPS is a product of Bridgeline Digital
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