1. Shanghai WAW_Oct
We wish to be beautiful wings that
carry your thoughts to these you have Shanghai Virtual Communications Co.,Ltd.
yet to see.Wings that deliver thoughts
from one to one, from one to many,
and from many to all. 上海八叉乐软件有限公司
We wish to be beautiful wings that
spread to protect communications,
Wings that fly
further everyday with professional
elegance.
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009

2. 1.确定营销目标
增加网站访问，增加会员注册，增加
产品购买，增加资料下载
6. 创新: 2. 测量:
对于现有栏目,平台,模 通过使用工具并按照
式等创新 创新 一定的标准来进行衡
测量 量
Web
自动化
优化
We wish to be
beautiful wings 5. 优化:
that carry your
thoughts to these 网站本身的优化以及 报告 3. 报告:
you have yet to
针对外部营销渠道的
see.Wings that
deliver thoughts 优化 收集数据并按照
from one to one, 不同人员需求定
from one to
many, and from 分析 制报告
many to all.
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday
4. 分析:
with professional
elegance.
对于报告的解
读,能够通过数
据来讲故事
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 2

3. 关键业绩指标
抓取目标 转化 成长
广告系列优化 网站优化 客户优化
•搜索引擎 •内部提升 •交叉销售
•Banner广告 •内部搜索 •细分用户群
•电子邮件 •转化分析 •针对性邮件营销
•合作伙伴 •形式分析 •行为定位
•搜索引擎优化 •行为定位
创新 创新 创新
测量 测量 测量
We wish to be
beautiful wings
that carry your
thoughts to these 优化 优化 优化
you have yet to
see.Wings that 报告 报告 报告
deliver thoughts
from one to one,
from one to
many, and from 分析 分析 分析
many to all.
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday
with professional
elegance.
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 3

4. We wish to be
beautiful wings
that carry your
thoughts to these
you have yet to
see.Wings that
deliver thoughts
from one to one,
from one to
many, and from
many to all.
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly 营业员正深情的望着顾客
further everyday
with professional
elegance.
假如你是一家实体服装商店的经理，你会有什么样的营销目标？你会如何来
衡量？使用一些什么工具？看什么报告？怎样去分析？以及如何优化和创新？
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 4

5. We wish to be
beautiful wings
that carry your
thoughts to these
you have yet to
see.Wings that
deliver thoughts
from one to one,
from one to
many, and from
many to all.
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday
with professional
elegance.
假如你是一家网络服装商店的经理，你会有什么样的营销目标？你会如何来
衡量？使用一些什么工具？看什么报告？怎样去分析？以及如何优化和创新？
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 5

6. 分析工具有哪几种？
收费工具 / 免费工具
Omniture SiteCatalyst Google Analytics
We wish to be
beautiful wings
that carry your
thoughts to these
you have yet to
see.Wings that
deliver thoughts
from one to one,
既然有免费的工具，何必
from one to
many, and from
many to all.
We wish to be
beautiful wings
that spread to
protect
再要去使用收费工具呢？
communications,
Wings that fly
further everyday
with professional
elegance.
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 6

7. We wish to be
beautiful wings
that carry your
thoughts to these
you have yet to
see.Wings that
deliver thoughts
from one to one,
from one to
many, and from
many to all.
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday
with professional
elegance.
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 7

8. We wish to be
beautiful wings
that carry your
thoughts to these
you have yet to
see.Wings that
deliver thoughts
from one to one,
from one to
many, and from
many to all.
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday
with professional
elegance.
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 8

9. We wish to be
beautiful wings
that carry your
thoughts to these
you have yet to
see.Wings that
deliver thoughts
from one to one,
from one to
many, and from
many to all.
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday
with professional
elegance.
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 9

10. We wish to be
beautiful wings
that carry your
thoughts to these
you have yet to
see.Wings that
deliver thoughts
from one to one,
from one to
many, and from
many to all.
对于只需要打电话，发短信的用户来说，普通电话就可以了
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday 比如一些商务人群，白领，高端人士，需求更多，普通的满
with professional
elegance.
足不了，选择费用较贵的高端商务手机。
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 10

11. 成功的好伙伴
• 领导者选择领导者
• 深厚的行业经验以及丰富的最佳实施方
法
• 领导者有更高的要求，更强的责任心，
更专业的服务人员
–不是在销售产品，而是提供综合的
We wish to be
beautiful wings
that carry your
解决放案
thoughts to these
you have yet to
see.Wings that
deliver thoughts
–突出客户服务，客户关怀的理念，
from one to one,
from one to
many, and from
能够与客户共同成长，协同进步。
many to all.
We wish to be 从而赢得客户长期的支持
beautiful wings
• 不断的创新，在面对新的挑战时能够勇
that spread to
protect
communications,
Wings that fly
further everyday
with professional
于探索，积极进取，带动所有的合作伙
elegance.
伴向更高的层次发展
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 11

12. We wish to be
关于 Omniture
beautiful wings
that carry your
thoughts to these
you have yet to
see.Wings that
deliver thoughts
from one to one,
from one to
many, and from
many to all.
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday
with professional
elegance.
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 12

13. Omniture 的历史:
1.1995成立,连续6年同比增长超过100%
2.2005年成功上市-纳斯达克股票代码:OMTR
3.企业在线分析软件行业排名第一
4.超过其在行业中的竞争对手5倍以上
5.2009年10月，以18亿美金被Adobe公司收购
We wish to be
全球拥有超过4400家行业内领先的客户
beautiful wings
that carry your
thoughts to these
– 各地区的领先公司
you have yet to
see.Wings that – 各行业的领先公司
deliver thoughts
from one to one,
from one to
– 各种不同规模中的领先公司
many, and from
many to all.
We wish to be
• 世界上最大的零售商
beautiful wings
that spread to
protect
• 互联网上最大的电子商务网站
• 互联网上最大的广告客户
communications,
Wings that fly
further everyday
with professional
elegance.
无可比拟的客户保留率 > 95%
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 13

14. 采用Omniture的各行业领先公司:
We wish to be
beautiful wings
that carry your
thoughts to these
you have yet to
see.Wings that
deliver thoughts
from one to one,
from one to
many, and from
many to all.
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday
with professional
elegance.
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 14

15. 中国地区客户:
We wish to be
beautiful wings
that carry your
thoughts to these
you have yet to
see.Wings that
deliver thoughts
from one to one,
from one to
many, and from
many to all.
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday
with professional
elegance.
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 15

16. Omniture 产品包
We wish to be
beautiful wings
that carry your
thoughts to these
you have yet to
see.Wings that
deliver thoughts
from one to one,
from one to
many, and from
many to all.
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday
with professional
elegance.
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 16

17. We wish to be
beautiful wings
that carry your
thoughts to these
you have yet to
see.Wings that
deliver thoughts
from one to one,
from one to
many, and from
many to all.
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday
with professional
elegance.
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 17

18. 实时统计的数据可以帮助更好的决策
提高转换成功率
随时随地本地化的数据读取
We wish to be
beautiful wings
that carry your
thoughts to these
you have yet to
see.Wings that
deliver thoughts
from one to one,
from one to
many, and from
many to all.
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday
with professional
elegance.
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 18

19. Omniture SiteCatalyst™
SiteCatalyist 提供：
• 提供及时决策的即时数据
• 可在界面友好的信息面板上，快速了解在线营销的关键绩效指标 (KPI)
• KPI 达到危险水平或异常水平时自动发出警报
• 集中全部操作于一处：测评、分析和优化全部在线营销和多渠道措施
We wish to be • 简单易用
beautiful wings 基于浏览器的用户友好界面方便使用和理解。 平面导航与卓越的搜索功能，让您只需最少操作，即可达到目的。
that carry your
thoughts to these • 多网站分组
you have yet to
see.Wings that
收集多个网站的数据或单独分析每个网站。
deliver thoughts • 访问者分类
from one to one,
from one to
准确了解不同类型访问者的行为。 只需单击过滤图标，即可创建基于事件的访问者分类。
many, and from • 行动警示
many to all.
We wish to be 重要指标超过或低于预期时，自动事件通知会启动。
beautiful wings
that spread to
• 数据源
protect 建立和预定第三方及非网站数据，以便自动导入。
communications,
Wings that fly
• 跨类别分析
further everyday 提供多用途的深入市场分析。
with professional
elegance. • 视频评测与报告
SiteCatalyst 让您更多地了解访问者关注视频和观看视频后的行为。
• Web 2.0 优化
提高最新 Web 2.0 工具（如社交网、消费者评论和博客）的关联性与效果。
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 19

20. 完成一系列在搜索引擎市场上的成效
自动化的搜索营销战略
针对搜索目标结果制定市场预算
We wish to be
beautiful wings
that carry your
thoughts to these
you have yet to
see.Wings that
deliver thoughts
from one to one,
from one to
many, and from
many to all.
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday
with professional
elegance.
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 20

21. Omniture SearchCenter™
• SearchCenter 可预测和优化搜索引擎营销的结果，自动进行关键词竞标，并将多个搜索引擎整合在一个
方便使用的界面上，从而节省您的时间。 自动化竞标策略与提示会帮助您评估和应对多变的竞标环境。
• 通过 Omniture SearchCenter 综合解决方案让您锁定目标客户，优化登录页，测评投资回报，最后通过
We wish to be
全套解决方案实现丰厚的投资回报。
beautiful wings
that carry your
thoughts to these
you have yet to • Omniture SearchCenter 的主要优点包括：
see.Wings that
deliver thoughts
from one to one,
1.真正有效的关键字 - 它与 Omniture SiteCatalyst 整合，通过 SearchCenter 使用分析数据，从而根
from one to
many, and from
据您的要求评测端对端转化过程。
many to all.
We wish to be 2.将界面和显示面板整合为一。 通过方便使用的解决方案，满足您对搜索引擎的全部需求。
beautiful wings
that spread to
protect
3.自动化关键字管理 - 通过点选式界面，更改竞标策略、营销计划广告及关键字。
communications,
Wings that fly 4.自动竞标管理 - 参照关键指标确定竞标规则与提示，从而根据销售业绩自动调整竞标策略。
further everyday
with professional
elegance.
5.关键字目标营销 - 参照预期信息评估关键字效果，从而确定与您的营销分类最贴切的关键字。
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 21

22. Omniture Genesis™
• Omniture Genesis 将所有数字营销工具自动整合至一个中心位置。 应用程序、数据和进
程整合到可分析数字营销生态系统后，效率将大大提高。
We wish to be
beautiful wings
that carry your
Genesis 的功能：
thoughts to these
you have yet to • 整合几乎所有营销成功指标的测评与报告
see.Wings that
deliver thoughts
from one to one,
• 识别并确定最具潜力的顾客分类目标
from one to
many, and from
many to all.
• 采取最相关的措施，来优化顾客参与度及忠诚度
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday
with professional
elegance.
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 22

23. Omniture Genesis™
可信赖的伙伴
选择 Omniture Genesis 的合格应用程序伙伴（知名和经认可整合的展示），可轻松进入 Omniture平
台。 Omniture Genesis 将轻松地指引您完成互动性最佳实践向导，从而自动与特定营销环境整合。
简化的在线测量:开放式交易框架
We wish to be
beautiful wings
that carry your
无需担心须重新标记数千（若不少于百万计）个网页。 Omniture 开放式交易框架 (OTF) 可使“合格
thoughts to these
you have yet to
应用程序伙伴”通过单点利用 Omniture 数据收集底层架构（包括涉及所有网站页面的信息地图），并访
see.Wings that
deliver thoughts
问特定行业的顾客属性。 该架构可轻松地应用新技术，以实现更快的价值转换。
from one to one,
from one to
many, and from
many to all.
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday
with professional
elegance.
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 23

24. 使用 Omniture Test&Target，您可以轻松地向在线访问者直接提供更具吸引力、相关性更高的信息。
Test&Target 可让您迅速测试不同网站设计、内容、导航与促销计划。 然后，您可以针对不同类别
的访问者或个人，提供特定营销服务、产品及内容。 随时满足访问者的特定需求，以改进网站的转
换效率。
We wish to be
beautiful wings
that carry your Test&Target 的其他功能
thoughts to these
you have yet to
see.Wings that
1.A/B 与多变量测试 - 测试哪种访问体验或因素可提升营销业绩
deliver thoughts
from one to one,
2.自动化预测识别 - 根据访问者的特定需求，提供目标营销产品和服务。
from one to
many, and from 3.登录页优化 - 确定效果最佳的登录页以及登录页的重要元素。
many to all.
We wish to be
beautiful wings
4.分类目标营销 - 根据市场定义的分类，对不同访问者提供有针对性的内容。
that spread to
protect
5.方便执行 - 您可在几个小时内学会使用 Test&Target，无需 IT 人员协助。
communications,
Wings that fly 6.全方位检查 - 离线数据可传送至实时目标引擎，以提高相关性。
further everyday
with professional
elegance.
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 24

25. Mbox（Marketing Box,营销盒子）的灵活定义：
We wish to be
beautiful wings
that carry your
thoughts to these
you have yet to
see.Wings that
deliver thoughts
from one to one,
from one to
many, and from
many to all.
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday
with professional
elegance.
© 2007 Omniture Inc, Confidential & Proprietary
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 25

26. Default +4%
A B
We wish to be
beautiful wings
that carry your
thoughts to these
you have yet to
see.Wings that
deliver thoughts
from one to one,
from one to
many, and from
many to all.
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday
with professional
elegance. +16% +20%
C D
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 26

27. We wish to be
beautiful wings
that carry your
thoughts to these
you have yet to
see.Wings that
deliver thoughts
from one to one,
from one to
many, and from
many to all.
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday
with professional
elegance.
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 27

28. We wish to be
beautiful wings
that carry your
thoughts to these
you have yet to
see.Wings that
deliver thoughts
from one to one,
from one to
many, and from
many to all.
We wish to be
beautiful wings
that spread to
protect
communications,
Wings that fly
further everyday
with professional
elegance.
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 28

29. We wish to be
beautiful wings
that carry your
thoughts to these
you have yet to
see.Wings that
deliver thoughts
from one to one,
from one to
many, and from
卫锋
many to all.
We wish to be
beautiful wings
Steven
that spread to
protect
communications,
Wings that fly
13564963686
further everyday
with professional
elegance. Mail: wei.feng@virtualad.com.cn
MSN: weifengbetterman@hotmail.com
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 29

30. 现在基本上很多公司都有做SEM（搜索引擎营销），在国内的情况来说
无非就是Google，Baidu，那么当你在负责SEM管理的时候，你是否能够
统计极分析出是Google来的转化效果好，还是Baidu来的转化效果好？其
中哪些关键词来的转化效果好？关键词的点击价格是否与其带来的投资
回来率相平衡呢？可以增加哪些关键词？
当一个市场经理负责不同渠道的营销，比如SEM，BANNER，EMAIL等等，
We wish to be
哪个渠道带来的转化效果更好？渠道与渠道之间有什么关系？怎样分配
beautiful wings
that carry your
thoughts to these
下一年度的预算？
you have yet to
see.Wings that
deliver thoughts
from one to one,
from one to
many, and from
many to all.
We wish to be
beautiful wings
that spread to
注册流程及购物流程怎么优化？网站产品怎么分类与查找？页面架构如
protect
communications,
Wings that fly
何设计增加用户体验性？
further everyday
with professional
elegance.
Copyright Virtual Communications Corporation All Rights Reserved. Thursday, October 29, 2009 30