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Making the Most of CQ5 Social Collaboration and Analytics for Greater Online Marketing Effectiveness: Lars Trieloff
 

Making the Most of CQ5 Social Collaboration and Analytics for Greater Online Marketing Effectiveness: Lars Trieloff

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    Making the Most of CQ5 Social Collaboration and Analytics for Greater Online Marketing Effectiveness: Lars Trieloff Making the Most of CQ5 Social Collaboration and Analytics for Greater Online Marketing Effectiveness: Lars Trieloff Presentation Transcript

    • Making the Most of CQ 5.3 Social Collaboration and Analytics for Greater Online Marketing Effectiveness Lars Trieloff, Product Manager, Day
    • Goal: Growing your market
    • Tactical Analytics ✴ Built-in tactical analytics ✴ Visitor tracking ✴ Immediate feedback to authors
    • Google Analytics: free…
    • … and integrated
    • … and integrated
    • Extending Analytics ✴ Google ✴ Omniture ✴ VisualSciences ✴ WebTrends ✴ Others…
    • Self-optimizing content
    • Two ways to optimize ✴ As a service ✴ Integrated ✴ shallow integration ✴ heavyweight ✴ data ownership ✴ not scalable ✴ high recurring cost ✴ high initial cost
    • Unfortunately...
    • …both are wrong
    • Multivariate Testing ✴ Provide Different Alternatives ✴ Run automated tests ✴ Use statistical algorithms to identify the winner ✴ Get higher conversion rates
    • Multivariate Testing ✴ Provide Different Alternatives special offer ✴ Run automated tests ✴ Use statistical algorithms to identify the winner ✴ Get higher conversion rates
    • Multivariate Testing ✴ Provide Different Alternatives special offer ✴ Run automated tests ✴ Use statistical algorithms to buy now identify the winner ✴ Get higher conversion rates
    • Multivariate Testing ✴ Provide Different Alternatives special offer ✴ Run automated tests ✴ Use statistical algorithms to buy now identify the winner ✴ Get higher limited offer conversion rates
    • Multivariate Testing ✴ Provide Different Alternatives special offer ✴ Run automated tests ✴ Use statistical algorithms to buy now identify the winner ✴ Get higher limited offer conversion rates
    • Multivariate Testing ✴ Provide Different Alternatives ✴ Run automated tests ✴ Use statistical algorithms to identify the winner ✴ Get higher limited offer conversion rates
    • How does it work?
    • How does it work?
    • Why is it better? ✴ Integrated authoring experience ✴ Optimized for search engine experience ✴ Absolutely scalable through Caching ✴ Full control
    • Extending Control
    • Targeted Campaigns
    • Even more control ✴ Complete campaign management ✴ 1: Define Segments ✴ 2: Define Campaigns ✴ 3: Create Content ✴ 4: Dynamically Deliver Content
    • Defining Segments ✴ Based on user profiles ✴ For logged in users ✴ Pulls data from social collaboration ✴ Based on session predicates ✴ Search terms, location, time of day, etc.
    • Segment: Bargain Hunter
    • Segment: Female Segment: Bargain Hunter
    • Defining Segments
    • Creating Campaigns ✴ Integrated authoring experience ✴ See campaign stats on the campaign page ✴ Assign Segments for full control ✴ Use Tagging for lightweight tracking
    • hool Campaign: Fall ’09 Campa now special offer buy now specia pecial limited offer fall special limited
    • Creating Campaigns
    • Create Content ✴ Teaser pages are pages ✴ Integrated authoring experience ✴ No limitation on the supported components ✴ Components can integrate with user profile
    • Segment: Female Campaign: Fall ’09 fall special Segment: Bargain Hunter
    • Dynamically Deliver ✴ Use Teaser Paragraph ✴ Different Selection Strategies ✴ Filters by best matching segment first ✴ Use clickstream cloud to fine-tune ✴ Allows for dynamic re-segmentation
    • Dynamic Targeting
    • Dynamic Targeting
    • Best practices ✴ Drive sign-ups through added value ✴ Keep relevant data in user profiles ✴ Use MVT testing for generic content ✴ Segmentation for targeted content ✴ Use Dynamic re-segmentation to accelerate conversions