Enterprise Marketing Management Solutions
Web Content Management & Analytics
Customized Web site content management, file sharing, and actionable Web analytics including search engine optimization solutions
Web Content and Effectiveness
RiverPoint works with businesses in each stage of the CMS implementation life cycle. The CMS processes starts with a detailed needs assessment and short-list CMS vendor recommendation, RFP management and final CMS software recommendations. Using state-of-the-art CMS software like RedDot to implement dynamic Web site information architecture and sitemap planning phases, RiverPoint works side-by-side with business stakeholders throughout the implementation. The end result is an appropriate Web content management system that effectively manages and controls the large collection of HTML documents and images in a controlled environment allowing for auditing, editing and dynamic management of the company Web site. RiverPoint recognizes the value of CMS in business-driven, content-rich development environment. This involves collecting and accessing data to deliver exhaustive customer insight through multi-channel analytics, and delivering targeted vertical-specific (associations, healthcare) service offerings that can be deployed and tracked by the CMS.
Convert Visits to Sales Utilizing Behavioral Analytics
RiverPoint works with clients to implement Web analytics solutions such as Unica’s NetInsight, to measure Web site success through the collection and analysis of Web site activity. These metrics indicate which parts of the Web site are operating effectively to promote business actions like purchasing a product, making an online donation, renewing membership, participating in a blog, or accessing information about annual meetings. Generally a business strategy is rooted in moving customers and visitors to higher levels of such kinds of online ‘activation’, including the conversion of visitors into customers.
RiverPoint works with businesses to identify desirable actions, and incorporates the CMS into the process to promote and then measure higher levels of activation in these behaviors. RiverPoint works with Web analytics solutions that provide data in both log files and via page tagging. Log files are automatically tracked and contain information on number of visitors, page views, time and duration of visit, total number of clicks, entry and exit pages and more. Page tagging uses additional JavaScript code on each page that is tracked and frequently places a cookie for reliable future identification. Unica’s NetInsight handles both of these data collection methods and presents the information back in reports and graphs that allow the business users access to behavior patterns on the company Web site.
Search Engine Optimization
RiverPoint combines Web usability and analytics with internal and external search engine optimization offerings that provide more relevant results on the internal search engine and improve the volume of relevant traffic to a Web site from the leading external search engines such as Google, Yahoo, AOL, MSNLive and Ask.com. This process drives links to the Web site and its subpages higher up in the natural rankings on these engines, and may also include optimization of paid search ads such as Google AdWords. SEO results in recoding of a site, adding and removing content, fixing issues that prevent search engine indexing by robots during spidering, optimizing appropriate term standardization and usage, to help an organization achieve and maintain specific Web traffic goals.
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