I´m working on a specific project for a client who is a famous brand of beer who is managing a very successful loyalty program. The buyers could enter the pin codes they get inside the beer package in supermarkets (off line)and change it for products from an on line catalog. So that, how can we introduce the non line marketing concept when we sell products with not so much decision process as beer it is?

thanks and congratulations for your posts

Thanks again. I’m enjoying your writing much.

I have to admit that there are things relating to multi-channel, and hence nonline marketing, that are really hard to measure. But there are lots of interesting options emerging, from the url you see on circuit city receipts that asks for your feedback to redirects in campaigns to you being asked about your purchase during your product registration process to doing market research of existing customers to having continuous survey mechanisms on your websites and retail stores and phone channels.

All of these scale, they are not perfect but getting there.

Have to get to bed but I promise to write a post on multi channel and I’ll welcome your feedback.

Thanks for the comment.

I am back! Great post - thanks for bringing a part of the conference back to us.

Both concepts lead to the key indicator - the rapid change in media usage. With convergent media usage being the direction of the now and future, what are your thoughts on multi-channel tracking and measurement?

I am aware of some companies that offer such tools/service, but is such analysis scaleable to a larger level?

Thoughts?

Sulu

My reference to “faith based initiatives” was mostly as a challenge to current vendors and practitioners (web analytics or marketing).

We have barely begun to get our arms around online marketing and measuring its effectiveness. Yet the world we are measuring is dead and irrelevant, has been for a while (David started talking about nonline marketing two years ago), in terms of its ability to provide truly game changing insights.

This is something I have to figure out, how to react to that customer behavior, this is something you have to figure out, this is something we all have to figure out.

I might differ with you in terms of abilities and prospects of the current web analytics tools (all, including the four I actively use), even though they are getting increasingly sophisticated.

My bet is that real answers will not come from stuffing more data into traditional web analytics tools, they will come from the ability for web analytics tools to send data out in a very flexible and aggregated fashion. Mindsets, history, architectures, entrenchments are all challenges.

I do fully realize this is a controversial opinion and potentially a career limiting move on my part. :)

As always your comments and perspective are very thoughtful and very welcome. Thanks.

I find really interestng the non-line presentation (I’ll try to learn more about David Hughes and his company).

One thing that scared me at first, was when you were speaking about “faith based intiative’. I like to say that today’s world is becoming more ‘accountable’ and that Web Analytics is a Best Practice towards that goal. And now that it seems that as the world is getting more complex, we might come back again to an ‘obsurantist marketing’ (Understand by obscurantist, the fact that marketeers said they had the science, but weren’t able to prove it) while we where aiming to a more scientific, measurable marketing…?

So we’ll have to measure more complex situations.

Tough challenge, I agree with you ;-)

I just wanted to share with ou and your readers a case that recently won 2 ‘eficiency’ IAB Awards here in Belgium (shameless plug I must admit as OX2 was the winner agency, hope you’ll forgive me, you can view the case here). The case is about the integration of the offline and online channels (as the behaviours slide), in the fast food retail sector.

My guess is that the primary reason why we won the awards (best case + audience award) was because we were able to deliver some insights. Thanks to the fact that we tried to measure everything.

We delivered over 40.000 eCoupons and we found that it was a very interesting ‘media’. eCoupons on the contrary of normal coupons can be very better tracked. In our case each eCoupon was unique and we had all the information about the user as his demographics, the shop in which he was planing exchanging the eCoupon, the referal (online and offline though a questionnaire), etc…

We could have gone further. With a good brain, a good Web Analytics tool with a Datawarehouse to integrate non web information, you could also link the buying behaviour of that person. As we provide the majority of loyalty cards through the internet it would be very esay to corelate the buying experience with the surfing experience and try to learn some common trends. But for that all data from shops need to be linked with the loyalty cards and then all that data needs to be collected and integrated.

It’s not just about buying a product and installing it’s about changing how things are done through the organization.

After having seen Visual Sciences I just can say that the future goes towards the complete integration of data. The only question is how long will it take until it becomes a comodity? ;-) As the visitor behaviour has evolved and more and more ‘he’s in charge’ the only thing we can o is to use the best brains to figure out what are they trying to do and use methods and tools as surveys as you mention. This makes me also think about the Web 2.0 WA working group lead by Eric.

The future of Web Analytics will only get more complex altoguether:

On a technical level we’re talking about more and more data collections and integrations; on the ‘product’ side we’re talking about more and more product configurations as custom reports (I hope it won’t become as complex as customizing SAP ;-)); and finaly the business side will need more and more skills to understand and still been able to think out of the box to define the right KPIs and deliver Insights and actionable reults.

Tough road ahead ;-)

Again, great concept non-line marketing.

Thanks for the post.

René

Modified by Avinash, the different colored arrows illustrate different paths a person may take. The slide illustrates that in addition to people behaving similarly online as they do offline, people move fluidly back and forth from online and offline media seamlessly.

When looking for information - from general interest to researching a future purchase - people will not discriminate between channels. They will pursue whatever route is most convenient to them. [...]

Avinash Kaushik brought back some good stuff from London last week - bottled up in his latest post over at Occam’s Razor.

1) Engagement metric - How is your site doing vs. Customer Expectations.

According to Avinash people now regularly expect “more” than what their website experience (on your site?) delivers…….

http://www.webmetricsguru.com/2006/11/new_forms_of_engagment_metrics.html

I found your insights on the Carphone Warehouse views of customer acquisition of particular interest. I couldn’t agree more that an assessment like the one that produced the graph shown would provide a great platform for showing an organization where to focus it’s efforts.

Jaimie Scott

The framing for Website Capabilities and Customer Expectations is brilliant, for most of us expectations are vastly different. I also now have a new buzzword to add: Nonline marketing (my company is certainly not ready for this and now I have common language I can present this concept to them).