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:
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 />
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 />
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 Reporting<br />Effort and cost increase as you move right, but so does the RODI<br />
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 />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 />
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 />Objective<br />Fit<br />
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
So what does Webtrends Offer?<br /> Billy Mays is/was not an official sponsor and/or advocate for Webtrends<br />
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 />