« eMetrics: Morning session coverage | Main | eMetrics: A Live Preview of Microsoft's Web Analytics Project "Gatineau", Ian Thomas »

October 15, 2007

eMetrics: The New Language of Marketing: From the Four P's to the Four R's by Greg Drew

By Alex Cohen

Web analytics as a clickstream focused discipline has been largely dead in the water for most people who are active in the area.  As the continual march toward customer centricity gains momentum, we're seeing more and more of the big players pushing the concept.

Such was the content of the presentation by Greg Drew of WebTrends (a sponsor of the eMetrics Summit). Greg was focusing on the idea of moving marketers away from the 4 p's of marketing, which are product, place, price and promotion.  Instead, Greg talked about the idea of engagement, something that requires a relationship with your customer.  He posed the question, "How do you measure, foster and perpetuate that relationship?"  His answer is the 4 R's of marketing:

  1. Reveal – understand your website visitors most current interests and identify common traits to build focused marketing segments
  2. Reward – reward behaviors with offers and special opportunities to further engage and delight.  This falls under the umbrella of transferring the ownership of the brand form the company to the people.  His example was Kettle chips customers getting to pick the upcoming flavor (think also of voting for M&M colors and so on.)
  3. Respect – highly relevant, targeted offers result in increased trust and respect of the customer toward the marketers brand.  It's the concept of aligning your business with your audience's thoughts and aspirations
  4. Retain – stimulate interactions with the products through fun and imaginative extensions of the concept (ex: kettle-ictionary, potato gallery)

Being a vendor, he had to flog his latest product, WebTrends Score.  It works by using interactions with the site to append an element to a person (cookie?) profile.  Different values are assigned for different interactions and you can create different scoring groups.  WebTrends can then pass this value to other elements of your marketing system (You like safety information about SUVs on the site?  We have your mailing address?  Great, here's a direct mail piece about safety).  It sounds great in theory, but I'm a little skeptical about how it works in practice.  Do you have any experience with ML2?

For Search Marketing Gurus, Alex Cohen of Digital Alex

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d8341bfb1a53ef00e54f0c5db48834

Listed below are links to weblogs that reference eMetrics: The New Language of Marketing: From the Four P's to the Four R's by Greg Drew:

Comments

The comments to this entry are closed.

Get SMG Today - Free!

Get SMG by RSS What Is RSS?
Get Search Marketing Gurus Today via RSS! Add to Google Reader or Homepage
Add to netvibes
Get SMG in Your Bloglines
Get SMG in Your NewsGator Online

Get SMG by E-Mail
Subscribe to SMG via Email
Enter your email address:


Delivered by FeedBurner

SMG Conversations

If You Like SMG Favorite Us on Technorati!
Add to Technorati Favorites
If You Like What SMG Has To Say, Joins Us At These Places!
Subscribe on YouTube to SMG's Videos
follow Li on Twitter
Follow Li on FriendFeed




Copyright 2006, 2007, 2008 SearchMarketingGurus.com