eMarketing

Clickstream Integration and Analysis

For many organizations, the web has become a critical commerce channel. Finding effective ways to attract, educate, convert and support Internet customers, is growing in importance. This necessitates going beyond the basic counts of impressions and click-throughs. To push the needle of your eMarketing performance, marry clickstream with other data sources like transactional order/support, search engine and web advertising, and customer/product masters. The next step is then finding an efficient way to filter, process and store the immense volume of raw clickstream data so that its analysis is technically feasible. OpenBI’s Marketing/Clickstream analysis solution can help.

We leverage open source data integration technologies and best practice database design techniques to parse and integrate clickstream data with the rest of your enterprise information.  We have experience identifying and sequestering bot traffic so you can focus on the pageviews that truly matter. And we leverage IP geolocation capabilities from vendors like Maxmind, to enhance your analysis with geographic, domain and ISP-based information about your web visitors. The real beauty is, we accomplish all of this while deploying low-cost, open source technology solutions.

Benefits:

• Maximizing the impact of purchased keywords and advertising spend
• Identification and attribution of order revenue to its on-line source
• Optimization of site merchandising activities including internal search/keyword management
• Understanding the impact of bot-related traffic on website performance requirements
• Utilization of column-oriented database technologies to significantly (~10x) compress data and reduce disk requirements.

Web Advertising Analysis
eMarketers have to question how best to spend their web advertising dollars. Countless variables come into play: keywords, bid levels, advertising copy and audience targeting. For some, the on-line analytical tools provided by Google, Yahoo, MSN and other search engines are too siloed. They don’t enable an understanding of “cross-engine” campaigns that integrate with actual order data and revenue collected. OpenBI’s experience with web advertising and clickstream data plays it smart.

Take our performance management approach, and depth of eMarketing/clickstream data integration experience. Couple that with your passion for eMarketing optimization. Together we can fashion an analytic solution to best meet your current and future web advertising analysis needs, in the smartest way possible.  

Benefits

• Analyze critical ad-related metrics such as impressions, clicks, conversions, revenue per click, cost per click, etc.
• Understand the impact of different keyword buy and bidding strategies on your sales performance
• Compare the quality of search engine/keyword/ad related customers and purchases to optimize future ad spends
• Leverage performance techniques to design, measure and test web advertising experiments