Keynote “Webtrends Futures” von Conrad Bennett auf der 1. Schweizer Webtrends Engage in Zürich am 11. Juni 2013.

1. Webtrends
Futures
Conrad Bennett
VP, Technical Services – EMEA
conrad.bennett@webtrends.com

2. • Some (Pre) History
• Where are we
now?
• Which Way Is The
World Going?
• The Future
• Why Webtrends?
Agenda

3. (Pre) History of Analytics

4. The Life of a Digital Analyst?

5. …Probably Not

6. A More Polite Version

9. What Is Changing?
Static reports on what’s happened Then
Compared to…
Live window into what’s happening Now

10. What Happens When It Goes Dark?

11. The Value of Looking Through a Window
• Target relevant ads or content at the right time
• Change an experience in the moment
• Remarket to people not categories

12. A New Era For Digital Intelligence
+Real-Time
Customer Centric
Actionable
Historical
Analytics
Real-Time
Analytics
Use Cases
Dashboards, campaigns,
multi-touch attribution,
data mining. All in the past
hours to days old.
High level trending,
campaigns, summary-level
analysis hours to minutes old.
Push API powers content & offer
relevance, visitor engagement,
ad targeting, social interaction,
trends, referrals.
As-it-happens
Machine-to-machine
Visitor–level detail
+
+
+

13. “If I’d asked them what they wanted, they
would have asked for a faster horse.”
-Henry Ford

14. THE CUSTOMER
Steve, The Biker
 Recently purchased a new touring motorcycle
 Needs a new helmet
 Shops online during busy holiday weekend

15. THE BRAND
Jill, Motorcycle Superstore
 Owns Customer Acquisition and Retention programs
 Can’t wait for static, dated reports in order to act
 Must respond in the moment during holiday weekend

16. Discover
Convert
Respond
Consider
Decide
Re-Engage
Respond
1
2
3
4
5
6
7

17. WEBTRENDS SOLUTION
• PPC campaign setup and management with
Webtrends Ads
• Real-time Campaign Monitoring with
Webtrends Streams
VALUE DELIVERED
• Maximize ROAS
• Increase employee workflow efficiency
 Jill sets up and optimises her SEM Program
 Monitors keyword performance in real-time
 Able to responds quickly to emerging trends
STEVE’S BEHAVIOUR JILL’S ACTIONS
 Steve goes to Google and performs
a search for "motorcycle helmet"
Discover

18. WEBTRENDS SOLUTION
• Intelligent Landing Page Optimisation with
Webtrends Optimize
VALUE DELIVERED
• Increase click-through rate
• Increase interaction rate
• MVT testing to optimise landing page
• Relevant content delivered in context
• Based upon knowledge of Steve & his
current behaviour
STEVE’S BEHAVIOUR JILL’S ACTIONS
• Clicks sponsored link and lands on a
motorcycle helmet category page.
• Browses helmet.
Respond

19. WEBTRENDS SOLUTION
• Segment discovery and precision targeting
with Webtrends Streams + Webtrends
Optimize
VALUE DELIVERED
• Impact cross-sell/up-sell rate
• Deliver relevant content to increase
engagement
• Automatic in-the-moment scoring
• In-the-moment offers presented based upon
geo-location, device, behaviour awareness
STEVE’S BEHAVIOUR JILL’S ACTIONS
• Begins exploring gloves which have been
cross-merchandised on helmet pages.
• Relevant helmet offers are displayed while
he browses gloves
Consider

20. WEBTRENDS SOLUTION
• Event and Segment discovery and configuration
with Streams + Action Center
• Full-Session Scoring with Webtrends Streams +
Webtrends Optimize
• Email Remarketing powered by Webtrends
Streams + Action Center
VALUE DELIVERED
• Increase cross-sell/up-sell rate
• Deliver relevant content to increase
engagement
• Remarketing message triggered at the most-
effective, tested moment of abandonment
• Relevant content based upon the full-session
knowledge of Steve's visit
STEVE’S BEHAVIOUR JILL’S ACTIONS
• After browsing the site, Steve leaves the site
without making a purchase.
• Within moments, an email with helmet and
glove offers received.
Decide

21. How Fast Is Too Fast?

22. WEBTRENDS SOLUTION
• Buy-flow optimization with Webtrends Optimize
• Event and Segment discovery and configuration
with Webtrends Streams + Action Center
• Full-Session Scoring with Webtrends Streams +
Webtrends Optimize
VALUE DELIVERED
• Decrease cart abandonment
• Increase offer take rate
• Increase average order value
• Increase units per transaction
• Increase revenue per transaction
• Optimised check-out and buy-flow
• Email confirmation sent which includes
products, offers and messaging relevant to
Steve’s last session on the website
STEVE’S BEHAVIOUR JILL’S ACTIONS
• Receives email from Motorcycle Superstore,
and clicks-through from a link in the message
• Adds a helmet and a pair of gloves to his
shopping cart and completes the purchase.
Convert

23. WEBTRENDS SOLUTION
• Email optimization with Webtrends
Optimize
VALUE DELIVERED
• Decrease costs of testing
• Deliver relevant content to increase
engagement
• Increase click-through rate
• Decrease cost per channel
• Sends email promotion to their most valued
customers advertising a flash/same day sale
• Message optimized through a single bulk
send instead of multiple batch tests.
STEVE’S BEHAVIOUR JILL’S ACTIONS
• Steve receives an email message from
Motorcycle Superstore on his mobile phone
promoting a flash sale on winter riding
headwear
Respond

24. WEBTRENDS SOLUTION
• Mobile site optimisation with Webtrends
Optimize
• Campaign monitoring with Webtrends
Streams
VALUE DELIVERED
• Decrease costs of testing and development
• Support multi-channel engagement
• Increase lifetime value
• Increase revenue per repeat customer
• Optimized their mobile site to ensure that
their responsive design is working as desired
• Monitors customer behaviors, and adjusts
merchandising and content as necessary
STEVE’S BEHAVIOUR JILL’S ACTIONS
• Steve clicks on a link in the email from his
mobile device, and begins exploring the flash
sale on Motorcycle Superstore’s mobile site.
Re-Engage

25. Precision Targeting with Optimize
How it Works

26. Email Remarketing
How it Works

27. A Trade-Off

28. Flexibility

29. Privacy

30. Security

31. Please Do Not Do This

32. Questions?

33. Thank You