Progressive retailers are implementing strategies and tactics to develop a 360-degree view of their customers to present more valuable offers and optimize the shopping experience. Because customer-centric data has become more integral to the success of marketing initiatives, analyzing consumer sentiment, preferences and behaviors is critical. Social media analytics provides the granular customer information that enables retailers to optimize their messaging and marketing accordingly.
VisiStat 9 is an analytics tool aimed at helping retailers “connect the dots” of social channels by aggregating all activity from multiple social channels, including Facebook and Twitter. The solution also provides detailed information on how that activity translates to web site traffic and converts to sales, a key indicator of social media strategy success.
The VisiStat 9 cloud-based tool tracks and measures mentions and activity based on user-defined keywords. It stores and provides access to aggregated information for up to 12 months, enabling retailers to monitor the growth and history of their social media participation.
Key features of VisiStat 9 include:
· Visitor identification and behavior tracking;
· Lead generation and conversion management;
· Online campaign tracking and ROI measurement;
· Click-path information (to determine the shopper’s journey to purchase); and
· Customized reporting.
The user interface translates critical data (visitor behavior, popular content, social media and marketing campaign performance data) into actionable information to help retailers maximize marketing effectiveness, increase sales and improve the bottom line. When used in conjunction with conversion or marketing attribution reports, retailers can better determine the effectiveness, by product and campaign, of their e-Commerce initiatives.
The solution soon will include monitoring functionality for LinkedIn, YouTube and Google+.
“VisiStat helps simplify our understanding of how traffic flows from social channels to our site,” said David Sinatra, Head of E-Commerce Web Marketing at Stussy, a new online apparel store and VisiStat customer. “The ability to track valuable keywords and different mentions across networks has been very helpful, and helps us gauge conversation activity over time.”