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Best Practices White Papers
IBM Coremetrics has built a reputation as an industry leader in providing best practices and resources to our online customers. We consistently make our client success our first priority. Read some of our resources and white papers as to how you can increase your online success.
Featured White Paper
The Essential Guide to Web Analytics Vendor Selection
You need to ask yourself if the solutions you are evaluating:
- Deliver a complete business solution?
- Maintain and measure lifetime visitor behavior?
- Ensure data accuracy and integrity?
- Allow you to act on the data you collect?
- Seizing the Opportunity with Digital Analytics and Marketing for Financial Services
In financial services, the battleground for customers is shifting to digital marketing. Financial institutions have been working to attract and retain customers through a superior website experience. Yet, the digital space offers many more opportunities today beyond just website centric marketing. Leading digital marketers engage customers with personalized email, targeted display and search ads, mobile marketing and social media.
- Lifecycle Analytics
IBM Coremetrics Lifecycle™ is the industry's first application geared to enable online marketers to track and understand how customers progress through longterm purchasing and conversion lifecycles. A lifecycle is characterized by milestones ranging from first-time visitors to valued customers who engage with your brand through repeat purchases, newsletter subscriptions, product reviews, following you on Facebook or Twitter, and more.
- Five Tips to Create and Optimize Your Personalization Programs
Often the biggest challenge of a personalization program is simply getting started and creating a framework to continuously manage, measure, and optimize your initiative. Without a proper framework, the scope of personalization programs can become vast and even overwhelming. Download these five simple tips to create, implement, and optimize personalization programs.
- Retargeting Browsers and Abandoners
In use across a growing range of industries, retargeting is proving to be a high-performance and cost-effective solution that is generating impressive results in clickthrough, conversion, and sales. This white paper explores the recent growth in retargeting and outlines key strategies and capabilities that can help marketers use retargeting for maximum effect.
- The Reason Why Mobile Marketing Matters
Mobile measurement belongs alongside other online marketing channels when evaluating performance, return on investment and, ultimately, investment allocation. Understanding the volume of traffic and visitor behavior from your mobile marketing efforts will uncover areas of improvement and opportunity.
- Winning Use Cases for Multichannel Marketing
This guide is meant to give you some basic ideas on how to put the IBM Coremetrics multichannel solution to work in three high-payback use cases. As you strategize over the multichannel opportunity, keep in mind the importance of making a strong business case, determining how you'll track business-impacting metrics such as sales, conversion, and cross-channel lift, and collaborating with your marketing peers and owners of offline data stores.
- Fuel Your Marketing Applications: Importing Offline Data to Drive Online Marketing
This white paper explores how a targeted data import initiative can deliver impressive payback while helping lay a foundation for strategic data consolidation in support of multichannel marketing. It outlines how software-as-a-service (SaaS) technology and template-based data transfer makes importing offline data practical.
- Driving Value from Your Multichannel Data
Marketers are under pressure to assess the impact of online marketing campaigns on offline sales (and vice versa) and to optimize the many moving parts into a revenue-generating machine. Meanwhile, they need to meet customer expectations for a relevant, seamless experience across all channels. Online marketing has the opportunity to seize an advantage.
This white paper outlines practical steps that your organization can take to import into your online marketing system data generated by customer activity in stores, call centers, and other offline channels.
- Optimize Your Email Conversions with Pinpoint Personalization
Email is one of the most valuable and effective tools in the online marketing arsenal. While its return on investment (ROI) has been traditionally strong, email marketing needs to evolve to meet growing customer demand for relevance and personalization.
This white paper explores how your company can develop its personalization initiatives by capturing and leveraging the rich data that customers generate through profile registrations, web site browsing and purchasing, social media interactions, and activity in offline channels.
- Build Lift and Loyalty with Personalized Product Recommendations
This white paper explores how online merchants can put recommendations technology to work to deliver a personalized experience on their web site, and extend it across multiple channels–the web site, marketing emails, call centers and more. It outlines key characteristics that merchants should look for in a recommendations engine, and offers practical tips on key strategies and capabilities needed to realize not just an initial spike in sales, but revenue lift and customer satisfaction that can be sustained over months and years to come.
- Convert Browsers to Buyers with Targeted Ads
Online display advertising is making a comeback. Leading companies are applying new capabilities for deep audience segmentation and targeting, and message personalization to increase display ad relevance and realize greater returns on their spend. And they're expanding their performance metric sets beyond click-through rate with new measurements to quantify how ads contribute to website sales and conversions.
This paper examines key strategies and solution capabilities that are breathing new life into display advertising.
- Master Social Media Marketing and Measurement
Social media marketing is rapidly becoming a critical mechanism to influence and drive key business objectives. Interactive marketers who know the secrets to engaging prospects and customers on social sites and to analyzing return on investment can improve their business-impacting metrics, such as website visits, conversions, and sales.
This white paper explores the opportunities and challenges in social media marketing and outlines practical solutions for assessing the return on investment of your initiatives, from social networking sites to blogs to syndicated videos.
- Boost Your Search Advertising Relevance and Reach
After years of frenetic growth, search advertisers face emerging challenges that are reshaping the search advertising landscape. Many search advertising programs are at risk of hitting the wall with standalone, limited-scope solutions. Many are already witnessing diminishing returns as search advertising costs soar, complexity and competition intensify, and effectiveness declines.
This paper examines the changing dynamics of search advertising and how marketers can adapt the technological and organizational structures behind search advertising to stay on an upwards growth curve. It provides practical, how-to guidance that can help your organization enhance its search advertising practice.
- Quantifying Your Returns from Online Advertising
The marketing shift from traditional offline media to new online channels is gaining momentum. This shift forces chief marketing officers (CMOs) and their organizations to pay close attention to marketing performance data, articulate the return on their marketing investments, and clearly justify continued investment.
The key to success, as outlined in this paper, is a new marketing paradigm that puts the business customer at the center of attention, brings attention to the performance metrics that matter, and drives consistent messaging and user experience across marketing channels.
- A Marketing Imperative: Profile, Personalize, and Profit
Personalization works. Your customers like it. You like it. Your competitors are probably doing it. And study after study has shown that personalized content can dramatically boost customer loyalty, online conversions, and revenue in both consumer and business realms. The latest generation of personalization technology is enabling companies to powerfully and precisely deliver the right offer to the right customer at the right time via the right channel. In this white paper, you'll learn about how personalization is now within reach of virtually every company, from the Fortune 100 to small and medium businesses.
- The Key to Relentless Marketing
Now more than ever, marketing teams must demonstrate the value of every dollar they spend. Traditional approaches to business optimization provide at best a snapshot, a single-session view of visitor behavior. The real solution is continuous marketing optimization, an approach that tracks visits over time for each user and takes into account both online and offline behavior in order to target each online visitor with offers and information most likely to generate business results. Read this white paper to understand the opportunities for improvement and the criteria for evaluating a marketing optimization solution.
- Social Media Analytics
Despite the excitement around social media, marketing executives and practitioners struggle to determine the effectiveness of this new marketing channel. Understand social media reach and exposure, and how to demonstrate the impact that social media marketing has on key business metrics, such as sales, bookings, conversion events, and so on.
- Personalized Product Recommendations
Learn how you can leverage technical innovations to understand and anticipate how visitors will respond to recommended products and services, automatically identify and serve recommendations most likely to drive business results; then reach that visitor through the best possible channel.
- Optimization through Cross Selling: Increasing Revenue and Profitability through More Relevant Cross Sell
Online shoppers are struggling to find the products they want. Merchandisers need to boost online sales, and cross selling helps products find people. Contextual cross selling, or developing and delivering relevant offers based on end-user context, helps both merchandisers and shoppers. Read this white paper and learn best practices for executing contextual cross selling, and how IBM Coremetrics can
help you.
- Increasing Relevancy, Loyalty and Conversions Online with Lifetime Individual Visitor Experience (LIVE) Profiles
Effective online marketing means tailoring messages and experiences to individual needs and preferences. Such tight customization requires ready access to large amounts of behavioral, attitudinal and demographic site visitor and buyer data. This white paper will discuss the characteristics and benefits of IBM Coremetrics LIVE Profiles, how the offering enables advanced reporting and analysis and how it empowers marketing applications, which, put together, make effective web marketing a reality.
- Optimizing Your Marketing Mix
In today's economy, online marketers are challenged more than ever to maximize the return on spend in light of shrinking budgets, and an increasing array of marketing opportunities. To be successful, marketers need to allocate their resources across programs that drive their acquisition, conversion and retention goals. It is critical that marketers in online businesses obtain not only clear
end-to-end visibility into the performance of any campaign individually, but also a comprehensive understanding of visitor behavior across all their campaigns and programs together. Read this white paper to learn how marketing analytics provides comprehensive insight and can help ensure that you make the best possible decisions for your business.
