Renault Uncovers ROI of Engagement with Webtrends

C A SE STUDY Renault Uncovers 851 SW 6th Ave., Suite 1600 Portland, OR 97 204 1.503.294.7025 ROI of Engagement fax: 1.503.294.7 1 30 Webtrends Sales 1.888.932.87 36 with Webtrends sales@webtrends.com Europe, Middle East, Africa + 44 (0) 1784 415 700 emea@webtrends.com Challenge For offices worldwide, visit: As budgets become tighter, businesses demand a greater return on investment www.webtrends.com (ROI) from their online marketing. For carmaker Renault, this meant quantif ying the value of customer interactions that occur on its web site. Although customers can’t purchase a car at www.renault.co.uk, the site generates value in other ways. It is a primary source of information about Renault products and services, and generates brand awareness, customer loyalty and – most importantly – customer leads for Renault dealers. However, the aggregate/collective analytics that Renault used to measure total visitors and visits on its web site didn’t provide the detailed insight necessary to determine how online marketing investments influence bottom-line results. “The most important factor is to have a vision, a strategy, Solution an idea and relentlessly pursue Webtrends consultants worked closely with Renault UK to determine that vision. Following a key performance indicators (KPIs) that align site activities with the thorough review of the vendors automaker’s broader business goals. They also deployed the analytics in the market place, Webtrends solution and provide ongoing guidance and support. stood out as a supplier who shared that vision.” Webtrends visitor-centric tracking, advanced segmentation and patented method of scoring make it possible for Renault to measure Andy Holmes, ecommerce and monetize every action that customers take on the site. Each manager, Renault UK online request for a test drive, customer lead or other direct response generated by the site now has a quantifiable value in pounds sterling, based on the likelihood of that response generating a sale. The value of “softer” metrics such as engagement and the amount of time a person spends on the site is determined by their relation to direct response and other activities. Drop-down boxes within the Webtrends interface provide Andy Holmes, Renault UK’s ecommerce manager, a convenient way to compare the actions of dif ferent customer segments. He also can generate daily reports that identif y the visitors who are most interested in purchasing a car. Scores are determined by the relative value of a customer’s online activities, such as the number of times the person visited the site in the past month; the product demos viewed; or Components of Renault’s Solution: the model, engine size or even the color of the cars investigated on the Webtrends Professional Services Retail marketing experts and analytics analysts site. The visitors with the highest scores can then be targeted with help you identify online marketing opportunities and take the guesswork out of retail analytics. special emails or other of fers. Results Renault’s Internet marketing team now treats its web site as if it were a Understand and market to your customers as commerce site, with the ‘product’ being a lead that Renault then individuals. This enterprise-class relational data base let you perform unlimited, multi- provides to a dealer. This, in turn, allows the team to calculate a direct dimensional reporting and analysis and on- the-fly segmentation of visitor behavior. line back to investment on every piece of online marketing or other investments in site functionality and content. “We needed more measurement and more information than purely Evaluate visitors’ online behavior by measuring aggregated counts of visits and visitors,” Holmes said. “Webtrends has their interest and/or engagement in content and activities, and assess the success of your successfully provided transparency in terms of actually working out what marketing efforts using realized and potential the Renault site does. In our case, that has meant monetizing the generation customer value. of a lead and engagement parameters.” Uncover the preferences of individual customers without relying on IT. This sophisticated presentation and analysis service provides the visitor-level insight to drive micro-targeted marketing that increases sales without pulling data from multiple systems. About Webtrends Since 1993, Webtrends has provided the market with web analytics solutions that help marketers measure and improve web sites and online marketing. Today, Webtrends Marketing Lab delivers comprehensive analytics, dynamic advertising optimization and deep visitor intelligence to drive customer engagement and power targeted marketing. Thousands of leading global organizations have chosen Webtrends solutions and proven client services expertise to optimize their marketing initiatives, including General Mills, Microsoft, Reuters and Ticketmaster. For more information, visit www.webtrends.com. 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