Engage EMEA 2010 - Improving On-Site Targeting Results
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  • IntroSetup story – MSFT backgroundPaint frustrations/challenges:New line of businessOpinions and guessing3 comp and pick 1 approachQuestions they were askingWho is our customer/market?What content, messaging and layouts will maximize conversions?How do move away from guessing?Maybe you’ve had questions like theseToday I’ll be talking aboutI’m guessing that you’re probably
  • Forty-two percent of marketers surveyed rely on unique user profiles to increase relevance, and 36% allow customers to identify their unique preferences. The real question is not if targeting works, but whether your organization is ready to embrace change? In the past 12 months, more organizations have acknowledged that profile-based, onsite targeting presents a large opportunity, but only the most mature and sophisticated organizations are doing this today.
  • Ideally a marketer would have the ability to explore and define segment opportunities independently.We see the friction of marketers having to rely on IT for segment pulls as a key obstacle that deters the use of segmentation. Ideally, defined segments would be used across channels and tactics to better associate the value they drive and create efficiencies for marketers.
  • Difference between customization (My.Yahoo) and personalisationand what’s required to do the latter.Past and future market situation - Discuss the market situation and the legacy bias toward Off Site targeting – ad network behavioral targeting (e.g. Adwords re-targeting) and email re-targeting and personalisation. Onsite has been a challenge historically as it required IT resources to track, explore, define and extract segments and changing onsite content was also an IT (CMS) owned/controlled function. With Webtrends Segments and Optimize, marketers can do this on their own.
  • Combines the precision of Webtrends Optimize rules-based targeting with the rich profile-based segmentation of Webtrends Segments The result is the most powerful onsite targeting solution available today.
  • The Time is now. Technology built for Marketers is available. optimisationServices are available to help.Make more money and happier customers! Maximize your RODITransform your visitor’s web experience Think:

Engage EMEA 2010 - Improving On-Site Targeting Results Presentation Transcript

  • 1.
  • 2. Improving On-Site Targeting Results
    Bob Garcia, Webtrends
  • 3. Importance Grows
    eMarketer forecasts:
    • Double-digit globalgrowth.
    • 4. $61.8BGlobal spend
    • 5. AAGR >10% thru 2014.
  • Optimisation is a Priority
    Online tactics used vs. planned on websites for 2010
    88% growth
    111% growth
  • 6. Site Optimisation Involves…
    Ongoing discipline striving to improve content relevancein order to maximize conversions.
    Site Optimisation Tactics:
    a/b testing
    multivariate testing
    analytics
    segmentation
    targeting
    Personalisation
  • 7. Why Optimize?
    ONE REASON WHY?
    To Get a Bigger…
  • 8. Optimisation Maturity Model
    80%
    20%
    “Walk” Phase
    “Crawl ” Phase
    “Run” Phase
    Operational Reporting
    Effort and cost increase as you move right, but so does the RODI
  • 9. 3 Types of Targeting
    Past Opportunity
    Ad Networks
    Current Opportunity
    Onsite Rules-Based
    Future Opportunity
    OnsitePredictive
  • 10. Onsite Targeting
    Targeting=Segments+Content=  The BigR’s
  • 11. Visualizing Segments
    New vs. Returning
    4 KeyProducts
    8 MajorMarkets
    16 VisitorPersonas
    All
    100% of visitors
    100% of visitors
    16 segments = all
    1 segment = all
    Segments : Share one or more preferences or characteristics
  • 12. Segment Attributes to Consider
    In session
    Environmental
    URL Tracking Parameter
    Organic Search Term
    Paid Search Term
    Referrer
    Source
    Geo IP location
    DMA Code
    Time of Day/Week
    Browser | Device
    Cookie
    Visitor Data Mart
    CRM Data
    External Variables
    Pages viewed
    Authentication
    Login
    Path
    Behavioral
    Historical
  • 13. Profiles are Key to Personalisation
    Attributes used for targeting content:
  • 14. How to Evaluate Segments?
    Evaluate & prioritize segments for targeting based on:
    Priority
    Population
    Objective
    Fit
  • 15. What is Personalisation?
    Process of customizing content to individuals / segments based on their characteristics and/or preferences.
    FUEL = Visitor Behavioral Data
    Visitor
    • Email address
    • 16. Name
    • 17. Gender
    • 18. Lifetime purchase
    • 19. Last visit
    Events
    • Ad clickthrough
    • 20. Content group clickthrough
    • 21. Onsite Search
    • 22. Purchase
    • 23. Search clickthrough
    • 24. Shopping CartAdd
    Visit
    • Authenticated
    • 25. Entry page
    • 26. Referring domain
  • PersonalisationExample
    Motorcycle-Superstore.com
  • 27. N.A. Geographic Insight
    Top Referring Domains
    Analytics for Insight
    Step 1
    “Own” your destiny by having access to the info and tools you need to do onsite marketing.
  • 28. Segment Mining & Definition
    Step 2
  • 29. Targeting Matrix
    Step 3
    Male Street
  • 30. Define Target Logic
    Step 4
  • 31. Male Cruiser
    Female Street
    Male Street
    BehavioralWebsite Targeting
    Step 5
    1
    2
    3
  • 32. Reporting for Next Steps
    Step 6
  • 33. Paid Search Targeting Example
    Motorcycle-Superstore.com
  • 34. In-Session Website Targeting
    Paid Search Term Targeting
    Style = Street + Gender = Unknown
    Style = Street + Gender = Unknown
    1
    2
    PPC Targeting via URL Tracking Parameter| Style = Street + Gender = Unknown
  • 35. Requirements for Success
    Test Planning
    Test Planning
    PEOPLE
    Optimisation Analyst
    Creative Specialist
    Web Developer
    • Project Management
    • 36. Strategy/Planning
    • 37. Analysis & Reporting
    • 38. Web development
    • 39. Implementation
    • 40. QA
    • 41. Creative strategy
    • 42. Asset generation
    • 43. Usability
    PROCESS
    TECHNOLOGY
    Testing
    Segmentation
    Targeting
    personalisation
  • 44. So what does Webtrends Offer?
    Billy Mays is/was not an official sponsor and/or advocate for Webtrends
  • 45. Business Benefits
    Revenue
    Relevance
    Customer Satisfaction
    Incremental £500k!
    10% reduction in support calls!
    18% boost in leads!
    33% lift in conversions
    17% increase in conversions!
  • 46.
  • 47. Bob Garcia
    (e) bob.garcia@webtrends.com
    (o) 503-553-2741
    (t) @bob_garcia