User Relationship Management Urm 8211 What Is It And What Is Its Use
Management Summary
What is URM?
With URM you can analyze user behavior across all devices, regardless of which device the user is currently using. Every page, every referrer and every product viewed or sold is stored in connection with the user. Your benefit:Predictionsbecome possible. You can do thatCustomer Lifetime Valueas well as the probability of churn and retention (Churn Probability) predict.
But that’s not all: one toopersonalized user experiencebecomes possible with URM. You can carry out your marketing strategy for each individual userMarketing automationandProgrammatic marketingoptimize.
Segment. Learn. Segment. Learn…
There are three big differences to classic (old) web analysis:
User instead of session analysis
Due to limited technical resources, only session analyzes were often carried out in the past. The visits per source or goal achievements per session were counted. Of course, this fell short, because we are interested in people, i.e. users. Revenue per user is much more meaningful than revenue per session, because there are simply sources, devices and times that are only used for research and in the old world they looked pretty useless; now their value can be recognized in supporting the customer journey. This isn’t just nice-to-know – it can be used to trigger actions. See use cases below.
Linking to offline data
As soon as a user is authenticated, for example during a login or transaction, his online data can be enriched with offline information from the CRM, data warehouse (DWH) or BI (comply with data protection!). This not only allows for analysis but also for control. See now…
Trigger actions
Analysis as an end in itself has no justification. Only data-driven decisions and actions help us to optimize the business. With the URM, personalized campaigns can be controlled in many channels – even with anonymous user profiles:
Four use cases of URM
1. Use smart landing pages
You want your website content to be personalized based on your last visit.
This is how it works:
With Webtrekk User Relationship Management you can gain insight into customer behavior. This information makes it possible to personalize content based on the last visit when the user returns to the website. For example, you can recommend products that they have left in their shopping cart to these returning visitors. The insights can also be used for visitors with similar interests. Thanks to Webtrekk’s Smart Landing Pages, you can recommend products or content that customers with similar behavior and background have already purchased.
2. Send personalized newsletters
Users should receive newsletters with the topics that really interest them.
This is how it works:
URM allows you to identify users who are particularly interested in a category or product. You send those users newsletters that are specifically tailored to this topic.
3. Improve digital data
You want to improve your digital data by enriching it with deep insights directly from your customers.
This is how it works:
The Survey Widget, part of Webtrekk’s tag integration, increases the quality of your data. The widget asks your visitors’ opinions. This provides you with meaningful usability data that will help you optimize your site.
4. Predict customer lifetime value
You want to estimate your customers’ purchasing potential in order to better control your online marketing.
This is how it works:
URM allows you to forecast a customer lifetime value that includes offsite and onsite actions. This data will help you improve your real-time advertising.
and also…
After these first examples, many other marketing channels are waiting for the insights and triggers from the URM. Be it the better planning and control of offline campaigns through online enriched user profiles or in the digital world RTA campaigns (real-time advertising). We already have one for thisseries of articles.
URM workshop at e-dialog:
Webtrekk Days Vienna
Do you want to get to know your customers better and learn more about URM? OnMay 19, 2015finds oneURM workshop with Webtrekk at e-dialog in Viennainstead of. In the interactive session, you’ll learn how to use URM to collect more predictive data about your users. And how they can help you improve your online marketing.
