Path Analysis, Site Auditing and Integrated Email
Marketing cited
as major growth areas in 2003
Three creative new deployments of web analytics technology
will be demonstrated by ISSEL at this week's Technology
for Marketing Show in Olympia, London. The Pilot HitList
distributor will showcase graphical path analysis, the use
of analytics to achieve visitor audit certification and
integration of site analysis with outbound email.
"Web analytics technology will rise up the agenda
of UK marketing departments in 2003, without doubt,"
commented Colin Cooper, commercial director of ISSEL. "The
pressure is now serious: marketers today have no excuse
for not tracking and integrating activity from websites,
online ads, affiliate links or email campaigns. Tracking
of traffic through a site will reveal the activity of the
user right through to purchase so a business can calculate
cost per lead and cost per sale metrics."
Pilot HitList 5.0 - Giving analytics a friendly and
accessible face
TFM 2003 will see the first demonstration of Pilot HitList
5.0 to the UK marketing community. This midrange web site
analysis solution enables companies to capture comprehensive
online data and integrate it with other business information
to make profitable decisions. A new user interface in Version
5.0 provides an intuitive way for business managers to perform
on-demand, customised analysis and the product also includes
advanced new graphical representation of path reporting.
This makes it easier for business managers to make fact-driven
decisions by translating website navigation paths into customer
behaviour information. Pilot HitList now supports Windows
XP, SQLServer 2000, Oracle 9i and DB2 7.2 making it one
of the most adaptable analytics platforms on the market.
The proof - and profit - is in the audit
The use of Pilot HitList to support web site traffic measurement
certification will be highlighted through a number of case
studies where ISSEL supported UK online businesses through
to ABC ELECTRONIC certification.
Last summer, Pilot HitList customer Cheapflights become
the largest ever travel site to produce a certified ABC
ELECTRONIC audit. Covering the July 2002 audit period, it
measured how more than 1.2 million monthly unique users
used the site through the Pilot HitList counting solution
- a trailblazing initiative it anticipates will attract
more advertisers to the site.
"Until now, the online travel market has had every
advantage over offline agents apart from rock solid measurement
standards. ABC ELECTRONIC auditing fills this hole,"
commented David Soskin, chief executive officer of Cheapflights.
Richard Foan, managing director of ABC ELECTRONIC said,
"ISSEL's knowledge of ABC ELECTRONIC's requirements
through their status as an ABCE Associate Subscriber means
they can help clients achieve certification to industry
agreed standards. ISSEL's success in supporting Cheapflights
to certification illustrates well how analytics technology
can be used to deliver accurate audience data."
Turning Website Hits into Targeted Marketing
TFM 2003 will also see the UK launch of MailIntoLeads, a
new module of the successful HitsIntoLeads product, developed
by the Belgian specialist software developer, Netmining.
In use with European customers including Compaq, Lexmark,
Saab and Sony, HitsIntoLeads collects profiled data about
website visitors and processes it into information that
can be used to identify potential customers. The prospects
are segmented and scored based upon parameters affecting
the specific business and 'hot' prospects are fast-tracked
to sales and direct marketing teams.
The new MailIntoLeads module builds on these conversion-enhancing
capabilities to integrate directly into targeted email customer
acquisition activity. This enables companies to boost conversion
rates from email prospecting, understand how prospects react
to email marketing and personalise messages based on individual
web activity.
"Targeted email marketing is a prime tool in the marketer's
armoury," commented Colin Cooper. "But it has
been harder to drill down to the individual requirements
of each prospect and react to their interests with more
focused responses. MailIntoLeads closes this loop providing
the capability to manage not only the creation and execution
of email campaigns but also the despatch of second stage
responses. The can be tailored to the interests the prospect
has demonstrated from their web surfing activity. Brand
values are enhanced and 'spam' is avoided from the very
first communication with the customer."
Notes to editors
Intranet Software Solutions (Europe) Limited [ISSEL]
helps customers implement information management solutions
for intranets and the Internet. It is the European Master
Distributor for Pilot Software's HitList product. UK Customers
include John Lewis Direct, Informa Group, Cheapflights,
Topjobs.com, BUPA, Marcus Evans and Gold Medal Travel.
Pilot Software is a leading provider of business
analytics solutions that enable companies worldwide to measure
and meet business performance objectives by transforming
corporate data into profitable decisions. Pilot's award-winning
technologies include its business intelligence solution,
Pilot Suite, a product of 15+ years of development; and
Pilot HitList, a powerful yet cost-effective web site analysis
solution. More details on Pilot Software are at www.pilotsoftware.com.
