Improving On-Site Targeting Results<br />Bob Garcia, Webtrends<br />
Importance Grows<br />eMarketer forecasts:<br /><ul><li>Double-digit globalgrowth.
$61.8BGlobal spend
AAGR >10% thru 2014.</li></li></ul><li>Optimisation is a Priority<br />Online tactics used vs. planned on websites for 201...
Site Optimisation Involves…<br />Ongoing discipline striving to improve content relevancein order to maximize conversions....
Why Optimize? <br />ONE REASON WHY?<br />To Get a Bigger…<br />
Optimisation Maturity Model<br />80%<br />20%<br />“Walk” Phase<br />“Crawl ” Phase<br />“Run” Phase<br />Operational Repo...
3 Types of Targeting<br />Past Opportunity<br />Ad Networks <br />Current Opportunity<br />Onsite Rules-Based<br />Future ...
Onsite Targeting<br />Targeting=Segments+Content=  The BigR’s<br />
Visualizing Segments<br />New vs. Returning<br />4 KeyProducts<br />8 MajorMarkets<br />16 VisitorPersonas<br />All<br />1...
Segment Attributes to Consider<br />In session<br />Environmental<br />URL Tracking Parameter<br />Organic Search Term<br ...
Profiles are Key to Personalisation<br />Attributes used for targeting content:<br />
How to Evaluate Segments?<br />Evaluate & prioritize segments for targeting based on:<br />Priority<br />Population<br />O...
What is Personalisation?<br />Process of customizing content to individuals / segments based on their characteristics and/...
Name
Gender
Lifetime purchase
Last visit</li></ul>Events<br /><ul><li>Ad clickthrough
Content group clickthrough
Onsite Search
Purchase
Search clickthrough
Shopping CartAdd</li></ul>Visit<br /><ul><li>Authenticated
Entry page
Referring domain</li></li></ul><li>PersonalisationExample<br />Motorcycle-Superstore.com<br />
N.A. Geographic Insight<br />Top Referring Domains<br />Analytics for Insight<br />Step 1 <br />“Own” your destiny by havi...
Segment Mining & Definition<br />Step 2 <br />
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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

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