Measuring Marketing & Advertising Effectiveness

Rhino offers a comprehensive approach to measuring the impact of fully integrated marketing, including both traditional advertising and interactive advertising activities.

We recommend implementing a "trial and error" approach, using a limited set of placements that can be measured and used to determine what works best to reach your targeted audience.

We'll create an initial Marketing Plan based on a 'snapshot' of your existing available data. And to insure your continued success, we offer periodic updates based on analysis of past campaign effectiveness. We'll also let you know if the demographics of your targeted audience change, so you can adjust your marketing approach accordingly.

Moving From Acquisition Through Persuasion to Conversion

Your objective is to move a visitor (prospect) through your interactive sales pipeline to conversion. With this in mind, content and navigation are the two most important aspects of your web site design. They draw visitors to your site and keep them there, learning about you and your service offerings, and finally, making the transition from visitor to customer.

• Evaluate the value of site content and how closely it aligns with your business objectives.
• Get a real understanding of how visitors are currently using your web site
• Take the current navigational patterns and iteratively refine the site, including the links, content and advertising messages, to maximize user actions that lead to conversion.

• Which parts of the site were used for the performance of a specific task?
• Evaluate the stickiness and slickness of different parts of the site
• How long did various visitors take to perform a task or visit individual pages?
• The number of downloads or responses to promotional items
• Evaluate content popularity, including tying it to specific promotions or sales
• How did visitors' paths compare with that of an expert?
• What is the overall linkage structure of the web site?
• Patterns of navigational behavior exhibited (e.g. revisiting the home page, circling etc.)

Retention

Customer retention is the key for sustaining your e-commerce profits. It costs many times more to attract new customers than it does to retain existing ones. We'll provide you with proven approaches that deepen ongoing customer relationships, by analyzing and segmenting the customer and prospect data. The types of data analyzed include the pages your users look at, what they have purchased, demographics, income, industry and job function.

It's this segmentation that helps you to understand your customers and their needs, and to target market to those segments. Which in turn improves the effectiveness of subsequent marketing campaigns and conversion rates. Your customer feels recognized and understood and is more likely to conduct business with you in the future.

At Rhino, we believe that you should view your customer as a vitally important asset. The customers with the greatest lifetime value are generally those most loyal not only to your products, but also to your company. Loyal customers come back frequently, buy often and readily try new products and services. We use a number of metrics to determine a customer's loyalty, including how recently a customer came back to your web site, how frequently they visited your web site within a given period, and the monetary value of their purchasing activity.

Integrated Customer Data

The most comprehensive measurement of loyalty and value can be determined when customer data from several different types of corporate applications are brought together. We specialize in assimilating data from a variety of applications into an integrated, cleansed, consistent informational environment, (also known as a 'data warehouse' or 'data mart'). This could include:

• Transactional data, including spending & web site behavior.
• Marketing data from multiple channels, potentially including the prospect source and acquisition cost, as well as how involved the prospect was with the campaign.
• Feedback data, from surveys and other feedback mechanisms, including satisfaction ratings
• Channel data from many different business units, including offline channel interactions such as retail locations, customer service data and third party demographic data

To keep you from "drowning in data", we work closely with you to ensure we collect only the data you can use. Then we'll work with you to determine how the data can be most beneficially leveraged to impact your bottom line business results.