Overview

Alavana offers a consultancy service to evaluate the web marketing strategy of a firm relative to its competitors. There are two broad levels of web marketing performance data: market-level benchmarks between competitors; and the evaluation of customer attitudes and behaviour.

Market Performance

To evaluate a company's general marketing expenditure, an important area to analyse is "share of voice" or share of expenditure. In marketing generally, more attention is paid to market share, and it is treated it as a critical measure of a company's performance. It is also important to try and identify the determinants of market share performance so that managers know which levers to pull in order to increase their market share. Similar data and concepts are needed in web marketing to help describe, understand and evaluate a company's web marketing strategy. Alavana has developed a framework and analytical methods that combine proprietary data in areas such as share of visitors, web visibility and web 2.0 analysis, with the company's internal data and industry-wide information on advertising and online expenditure to give an holistic view of web marketing performance in the context of other marketing activities. The service is customised to a firm's individual requirements and the results can be updated over time to capture the dynamic nature of online markets.

Customer Behaviour

An important objective of the market analysis is to understand how to improve a company's web presence, and specifically to increase the number of web visitors. Once prospective and existing customers arrive at a website, it is important to be able to describe and understand their behaviour, especially to improve the conversion of new visitors to customers, and to improve the user experience of existing customers and therefore enable a high level of customer retention. Alavana offers a sales and marketing system that tracks customers in an innovative manner, and relates their behaviour to other aspects of the website design, including the user interface, business process maps and customer intelligence data. This service can be provided on a standalone basis, or as part of a more integrated, consultancy offering.