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Content Targeting Moving From Visitors to Customers

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In today’s highly competitive online world, simply rehashing offline copy or existing collateral for your website doesn't cut it. When visitors come to your website, you have a very small window to …

In today’s highly competitive online world, simply rehashing offline copy or existing collateral for your website doesn't cut it. When visitors come to your website, you have a very small window to engage them before they click away.

Making your website look pretty can grab your visitor’s attention, but that attention is fleeting. What keeps them engaged is content that is relevant to them. On this webinar, you will learn how to use web content targeting to connect with your customers and drive business.

What You Will Learn:

* How to use web analytics to go beyond tracking visitors and understand their intentions
* How to combine usage profiles with content profiles for more effective targeting
* How to leverage the power of a sophisticated Web Content Management (WCM) system for dynamic content targeting

Published in: Business, Technology

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  • 1. From Visitors to Customers Moving Beyond Counting Website Visitors toEngaging with CustomersJohn Lovett, Senior Partner@JohnLovettInsights from Web Analytics Demystifiedwww.webanalyticsdemystified.com
  • 2. We are the change… “Change will not come if we wait for some other person or some other time.We are the ones we’ve been waiting for.We are the change that we seek.” Barak Obama’s “Yes, We Can Change” January 2008, Nashua NH Visualization: Wordle.net
  • 3. Become a Catalyst for Change Change Status Quo Transform Broadcast Dialogue Counting Interacting Generic Relevant Reactive Proactive Visitor Customer
  • 4. Agenda•  Understanding Changing Visitors•  Getting to Know Your Customers•  Acting in the “Analytical Instant” 4  
  • 5. Who are your visitors?•  Multichannel – –  40% of Internet users watch TV and surf he web simultaneously•  Addicted – –  48% of Internet users check social media when they wake up1•  Deliberate – –  Between 80 to 90% research online prior to purchasing offline•  Opportunistic – –  43% of consumers purchased from a different retailer than where they researched•  Not Listening – –  “Although buyers are not listening when you talk, paradoxically they have become more information hungry than ever…” Source: 1. http://mashable.com/2010/03/17/social-media-usage-stats/ 5  
  • 6. Understand Visitor Behavior Exposure Dialogue Interaction @johnlovett
  • 7. Practice Relationship Marketing ROI Starts Here Exposure Dialogue Interaction @johnlovett
  • 8. Relationship Marketing Doesn’t Stopwith Interaction… Advocacy Innovation Support @johnlovett
  • 9. These Are Your New MeasurementObjectives Exposure Dialogue Interaction Innovation Advocacy Support @johnlovett 9  
  • 10. Know Your Customers To Know YourEffectiveness Exposure Dialogue Interaction ? Innovation Advocacy Support @johnlovett 10  
  • 11. Agenda•  Understanding Changing Visitors•  Getting to Know Your Customers•  Acting in the “Analytical Instant” @johnlovett 11  
  • 12. A Day in the Life…Catalog Web Call Ctr Apps Store Name IP Address Name (Name) Zip Code Address Visits Account # Download Purchases Zip Code Views Issue Device (Account #) Gender Browsing Resolution Geography Credit Card Purchases Referral Profile Interaction Preferences Frequency Satisfaction Engagement Profile Inferred Prefs 12  
  • 13. What is the True Profile? The True Profile is a solution that offers a contemporary understanding of customers by managing data from interactions across multiple channels. @johnlovett 13  
  • 14. True Profiles Span Channels Print Web Wiki Facebook iPad Customer Experience 14  
  • 15. True Profiles Offer “Memory” True Customer Profile Obfuscated data Preferences History Profitability 15  
  • 16. Integrate Data Streams 16  
  • 17. Capturing Data True Profile Customer Data Warehouse CRM profile Web Data Web profile True profile Social Data Social profile
  • 18. Leveraging Customer Profiles &Segments True profile 18
  • 19. True Profile Segments @johnlovett 19  
  • 20. Agenda•  Understanding Changing Visitors•  Getting to Know Your Customers•  Acting in the “Analytical Instant” @johnlovett 20  
  • 21. A Contemporary InterpretationThe “Analytical Instant” Customer Experience Intelligent Data Marketing Marketing improves with access to data. 21  
  • 22. Take ACTION! 22  
  • 23. Use Customer Profiles within WCM janesmith@gmail.com •  Analyze behavior against scoring models•  Determine customer value•  Jane Smith is likely to become a valuable customer•  Target with intelligent marketing 23  
  • 24. Turn Profile Insights Into MarketingActions Phase 1: Phase 2: Phase 3: Phase 4: Phase 5: True Segment Automate Trigger Learn &Customer Customers Biz Rules Marketing Optimize Pro le Use web Roll-Up Determine Automate Readily accept analytics to individual data propensity for content, feedbackdrill down to into action and emails, etc. across individual meaningful assign with dynamic channels and behaviors segments business rules response improve
  • 25. Moving Beyond Counting Visitors to Engaging Customers Jose Santa Ana Product Marketing Director
  • 26. Agenda• Who is Alterian• WCM Maturity Model• Levels of Content Targeting• The Alterian Solution• Q&A
  • 27. To change the face of marketing from massmarketing to engagement with the individual
  • 28. Alterian Web Engagement Maturity ModelINFORMATION MANAGEMENT INTERACTION ENGAGEMENT Level 1 Level 2 Level 3 Level 4Brochure-ware CMS-enabled Consolidated Cross-channelwebsites websites to visitor-centric sites; content manage & re-use decentralized management content management driven by analytical insight• IT or Agency managed & • LOB sponsored •Exec level sponsored, •Exec level sponsored, driven IT managed Business Ops Business Ops• Static Publishing • Dynamic publishing administered, administered, • Separation of content & IT supported IT supported presentation •Part of a Multi-channel •Part of a Cross-channel • Web based content entry communication strategy engagement strategy • Multisite management •Taxonomy support •A/B, Split run and Multi- • Serial workflows •Multilingual sites and variate testing • Image & graphic automated translation •Content targeting & management workflows Recommendations • Audit trails •Personalized content •Integration with CRM •A/B, Split-run Content Optimization •Social Media Monitoring & outreach •Interactive media management •User generated content •Content retention & archiving
  • 29. If you’re not using content targeting, your competitor might be… Web Content Management is Alive and Well in 2011 Thanks to Online Customer Experience, Forrester Research, Inc., March 17, 2011
  • 30. Why you might want to consider Content Targeting• To improve customer engagement and grow conversions• To surface relevant content that a visitor would otherwise not know to look for• To identify high-value customers and make them more profitable• To partially or fully automate more effective marketing to audience segments
  • 31. Content Targeting can be based on any or all of the following:• For known visitors/customers: – Visitors profiles and preferences: everything they’ve told you about themselves – Their history with you: all past interactions with them – what they’ve done on your site, their communications with you, etc• For unidentified visitors: – How they got there: what did they search on? did they click on an ad? was the URL that they clicked on tagged? – What are they doing: their behavior in the current session (navigation paths, site searches, etc). – Other contextual data: what time of day, day of the week is it? where are they? what do you want to promote?
  • 32. Levels of Content Targeting Implicit Personalization Based on Behavior Explicit Personalization Based on Provided Likes/Wants Testing Simple A/B MVT Name, Title, Greeting
  • 33. Levels of Content Targeting: Explicit Personalization• User provides info on his/her interests• Business rules to display specific content items• Based on likes/wants provided by a registered user
  • 34. Levels of Content Targeting: Implicit Personalization• Extend web analytics beyond counting visitors, pages and clicks• Generate user profiles based on individual web behavior• Track behavior at the asset-level instead of page-level to address truly dynamic web environments• Bridge anonymous visitors and known users to truly understand audience behavior
  • 35. Levels of Content Targeting: Implicit Personalization• Define vocabularies and taxonomies• Assign metadata to content• Generate content profiles
  • 36. Dynamic Content Targeting: A Framework Batch Process Data Collection and Preparation Profile Generation Content Processing • Feature Clustering • Keyword Tagging • Content Profile Derivation • Correlation Analysis • Feature Extraction • Build Taxonomies Site Content Content Profiles Usage Profiles Other customer data Behavior Preprocessing volunteered or • Data cleansing from other channels • Sessionizing • Page / Asset Views • Transaction Clustering Web Activity • Event Tracking • Usage Profile Derivation Online Process Recommendation Engine Test Recommendations Active Session WCM Server
  • 37. Alterian Solution Multi-channel Execution Web, Mobile, Social Media, Email Social Intelligence Web Analytics Social Email Content Media Manager Textual, Rich Media, Creative, Publisher Design Testing: A/B, MVT Campaign Data, Targeting, Persona Refinement
  • 38. With Content Targeting, you now have the ability to:• Improve customer engagement and grow conversions• Deliver consistent messaging dynamically across multiple channels• Create more effective geo-targeted campaigns / promotions• Tune your website based on visitor behavior• Display recommendations based on personas• Tag, segment, and display right content for the right audience
  • 39. Take Action!• Identify your segments and personas• Determine content opportunities for personalization• Create a rule• Test it• Go live• Analyze the results• Tweak• Repeat
  • 40. Alterian Overview Growth Revenue 40 30 £m 20 10 0 FY06 FY07 FY08 FY09 FY10
  • 41. Alterian Customer Engagement Solutions Alterian (LSE: ALN) enables organizations to create relevant, effective and engaging experiences with their customers and prospects through social, digital, and traditional marketing channels.
  • 42. Alterian: Focused on Customer Engagement Software for Marketers by Marketers Engaging the Individual Across Multiple Channels Analytically-Driven Throughout Best Practice Consultancy and Support Global Partner Ecosystem Software as a Service or On-Premise DeploymentMore than 1,500 marketingorganizations across 26countries rely on Alteriansolutions every day.
  • 43. THANK YOU! John Lovett Senior Partner, Web Analytics Demystified John.Lovett@webanalyticsdemystified.com +1 603 262-5636 or @johnlovett Jose Santa Ana Product Marketing Director, Alterian Jose.SantaAna@alterian.com +1 415 516 4252UK/EU: +44 (0) 117 970 3200 | NA: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449 Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: Alterian