Milano, thursday the 15th of april 2010.

Training is one of the three assets Sitovivo considers as fundamental (with tools and consultancy) and the basis of web marketing one to one. Eng. Fabio Pagano, the company CEO & Product Manager, has teached for one day at the Almed master on "communication, digital marketing and interactive advertising". The event has been organized by Almed, the media communication and show school leading the master and by the università cattolica del Sacro Cuore of Milan in cooperation with IAB, Interactive advertising bureau. Important was the presence of Nicoletta Vittadini, the event promoter and coordinator.

The intervention is among a set of company meeting operating on web and digital communication. IAB Italy choosed and promoted these Companies to show to students business cases about activities teached during courses.

The Eng. Pagano speech focused on the web analytics consulting tools fundamental role bringing three case hystories:

1) ROI Campaign

The case study is based on the importance of analysing the different promotional campaigns ROI in analytic and exhaustive way in order to get behavioural information on single site users.

To give an example to an analyst is essential to distinguish, between transactions coming from different promotional campaigns, those completed, failed or on hold.

2) Click Fraud Detection

The importance of analysing the pay per click campaign ROI depends on measurement criteria that different tools use to count clicks.

A dubious behaviour has been detected doing a compared analysis between Sitovivo and another measurement tool. The user clicked many times on the same pay per click announce without doing any important action.

3) Email Analytics

The e-mail analytics is the result of unifying e-mail marketing and web analytics. There is an evolution from counting the newsletter clicks and openings to determine every single user transaction coming from e-mails. It is a real revolution in the e-mail marketing world.

This kind of analysis are also useful to operate split tests between different newsletter graphic layout in order to find the more coherent graphic formula with the message sent from time to time.

The three cases underline that an expert analyst integrated tools use can build effective strategic basis of marketing one-to-one.

The presentation supported by a cartoon started an animated round table. Companies and students attending the event showed a real interest in the Web Marketing Suite Sitovivo.