How to Segment Your Customers and Target Their Needs


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y digital marketer knows that relevant content leads to a better conversion rate. But how do you make sure you’re publishing the right content to the right person? Learn how through segmentation and targeting with Webtrends Optimize.

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  • Update July 30, 2009
  • This graphic represents the ideal optimization process. Obviously, marketers need the flexibility to respond to different issues that may cause them to jump into targeting while holding off on testing. Selecting solutions that enable this agility is key to ensuring success. Process:General testing is done against all traffic – don’t make assumptions on segments and optimize against all your traffic as a first stepSegment testing - After Testing against all traffic, pick key segments to further testing to determine optimalsTargeting - Targeting kicks in once testing is completed. Personalization - Marketing expertise + segments (can be very granular) to make content decisions to personalize targets – Need to define content modification need to be made plus target rules (i.e. segments)Data being gathered throughout each step. Image represents the data not just the person.
  • Why Site Optimization mattersOk, let's start with the easy one:Make more moneyYour current traffic will convert at a higher rate resulting in a bigger R on marketingBut wait... there's more! When you increase your success rate, it also means you can…2. Increase advertising spendAfter all, when your conversion rate increases, then PPC, affiliate marketing and other advertising will suddenly become much more profitable. And when you do that, you can…3. Increase market shareThe more you increase your conversion rate, the more traffic you can buy, the more customers you getThe more customer you get..4. Make even more moneyThe more repeat business you get.And it all starts with an effective site optimization strategy.
  • In-session CriteriaHistorical = External Variables
  • 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.
  • 3 step processCrawl – walk – run approachBusiness objectives should be top of mind when considering targeting Ideally, Marketers should be empowered to perform these activities with minimal IT intervention.
  • ROMI is return on marketing investment. Prospects are spending millions of $s on PPC, email and other channels driving traffic to key pages. How are prospects ensuring the optimal performance (i.e. conversion) of this traffic? How do they differentiate high vs. low value traffic? How do they optimize their content to maximize conversions for different segments? All of this is possible within Optimize.
  • Define SegmentCampaignsEmailPPCAdsMobileSocial Media Define ContentDetermine content will be most effective for each segment, or test the same content against all segmentsIdeallyTest ContentMultivariate test recipe for each segmentTarget Optimal(s)Show optimal content for each segmentOtherwiseTarget contenet using segments
  • Marketers come at this from 2 different perspectives:Audience-centricBusiness needs- centric
  • How to Segment Your Customers and Target Their Needs

    1. 1. Webinar #4: June 10, 2010<br />Optimizing Content through Segmentation and Targeting<br />Bob Garcia <br />Director, Product Marketing<br />
    2. 2. Process involves testing, identifying and using segments, and using test results to target content and create highly personalized web experiences.<br />What is Site Optimization?<br />A discipline and a continual process <br />Allows marketers to maximize content relevance <br />Result is improved conversion rates and engagement<br />
    3. 3. Site Optimization Continuum<br />Segment Testing <br />General Testing <br />Targeting<br />Profile Targeting<br />
    4. 4. Current & Planned Use of Tactics<br />95%<br />Use: Current or Planned<br />83%<br />71%<br />Use: Current or Planned<br />74%<br />
    5. 5. “Relevance doesn't need to be rocket science.”<br />“Simply identifying with customers through segmentation, by using personas, or by listening to user-generated feedback provides fuel for increasing relevance.”<br />Emily RileyForrester Research <br />Emily Riley, Forrester Research, April 28, 2009 “: Five Ways to Improve the ROI of Your Behavioral Targeting Campaigns”<br />
    6. 6. “How Mature Is Your Marketing Organization?”<br />“Onsite behavioral marketing programs, delivering customized, targeted Web content are emerging as an appealing option for businesses seeking new ways to drive sales and improve conversion rates in an era where accountability for marketing spend continues to grow.”<br />Andrea FishmanClickZ<br />Andrea Fishman, ClickZ, Mar 24, 2010 “Are You Ready for Behavioral Marketing?”<br />
    7. 7. “Use your own site data.” <br />“Do more with the web analytics platform. The most obvious way to extend an existing Web analytics implementation is by closing data collection and analysis gaps through the addition of functionality from your vendor’s own tool kit. Analytical extensions to Web analytics include A/B and multivariate testing and behavioral targeting applications.”<br />Joe StanhopeForrester Research <br />Joseph Stanhope, Forrester Research, March 29, 2010 “How Web Analytics Will Emerge as a Cornerstone of Customer Intelligence”<br />
    8. 8. ONE REASON WHY?<br />To Get a Bigger…<br />
    9. 9. 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 />SegmentsShare one or more preferences or characteristics <br />Segmentation Division of visitors into segments that are then used against defined objectives to drive relevance<br />
    10. 10. Segment Attributes <br />Geo IP location<br />DMA Code<br />Time of Day/Week<br />Browser | Device<br />Environment<br />Geo IP location<br />Organic Search Term<br />Paid Search Term<br />Banner Link<br />Referrer<br />Source<br />Cookie<br />Visitor Data Mart<br />CRM Data<br />External Variables<br />Pages viewed<br />Authentication <br />Login<br />Path<br />Behavior<br />
    11. 11. Prioritized Attributes for Targeting<br />
    12. 12. Segment Selection<br />Determine whether a segment is worthy of targeting:<br />Priority– focus on high value customers<br />Population– sufficient size and potential value<br />Objective– for example reduce excess inventory or improve UX<br />Fit– synergy and breadth of potential promotions <br />Tip: Marketers can use technologies like Webtrends Visitor Data Mart to explore and discover historical segments based on behavioral and demographic customer data. <br />
    13. 13. The Process<br />Segmentation<br />Real-Time Targeting<br />Target Content<br />Define and build content for segments to position:<br />Product<br />Content<br />Offers<br />Create segments and define target rules to map segments with content<br />Segment selection criteria:<br /><ul><li>Geography
    14. 14. Keyword
    15. 15. Tactic – email
    16. 16. Device – mobile vs. desktop
    17. 17. Etc….</li></li></ul><li>Where does Segment Data Come From?<br />Visitor’sUser Agent string<br />Contains data identifying a web browser and other system details (e.g. time, day, etc.).<br />A unique identifier for each machine connected to the Internet. Companies such as Geotrends compile databases of IP address locations. <br />Visitor’s IP Address<br />Discover richer segments based on behavioral and demographic customer data.<br />Visitor’s Profile<br />Used to programmatically collect information. Solutions like Optimize makes this easy.<br />Capture >>JavaScript<br />
    18. 18. Segmentation Criteria 101<br />Environment: visitor’s browser passed variables, e.g. browser, day, time, etc.<br />Referrer: parse on part or whole referring URL. Anything other than URL parameters.<br /><ul><li>Full or parts of a URL (e.g. "/product/") to filter traffic coming from a URL containing "/product/“
    19. 19. Types of pages (e.g. .htm, .aspx, .php, etc.)</li></ul>Geolocation: using GeoIP database to capture location-based information<br /><ul><li>E.g. Area Code, City, Country, Time Zone, etc.</li></ul>1 of 3<br />
    20. 20. Segmentation Criteria 101<br />Query string attribute: use variables in the HTTP query string<br /><ul><li> => “member”</li></ul>Paid Search (e.g. Google) URL tracking parameters that Search Engines pass<br /><ul><li>Google paid search term example: utm_term = running+shoes</li></ul>Data Object Attributes: on-page variables (dynamic or JS) like cartTotal<br /><ul><li>Data object attribute = “cartTotal” is greater than “1000”</li></ul>2 of 3<br />
    21. 21. Segmentation Criteria 101<br />Cookies: solutions like Optimize allow you to inspect and segment on cookie values<br /><ul><li> New vs. returning user state
    22. 22. Campaign source</li></ul>Imported Segment Criteria:using imported historical segment insights<br /><ul><li>Lifetime value (revenue)
    23. 23. Visit recency and frequency
    24. 24. First/most recent purchase value
    25. 25. First/most recent purchase time</li></ul>3 of 3<br />
    26. 26. Business Value of Targeting<br />Segment-based Targeting is a triple win:<br />FAST TIME TO VALUE - starts producing results FAST<br />RELEVANCE - improves the experience<br />BROADER ROMI- maximizes conversions<br />Your audiences will reward you:<br /><ul><li>Loyalty
    27. 27. Customer satisfaction
    28. 28. Share of wallet
    29. 29. All the big metrics – revenue, conversions, leads, etc.</li></li></ul><li>Requirements for Success<br />Test Planning<br />Test Planning<br />PEOPLE<br />Business Analyst<br />Creative Specialist<br />Web Developer<br /><ul><li>Deep customer segment insights
    30. 30. Marketing program strategy
    31. 31. Campaign performance / KPIs
    32. 32. Target development
    33. 33. Implementation
    34. 34. QA
    35. 35. Creative strategy
    36. 36. Asset generation
    37. 37. Usability</li></ul>PROCESS<br />TECHNOLOGY<br />Testing<br />Segmentation<br />Targeting<br />Personalization<br />
    38. 38. How It Works?<br />Targeting Process<br />Strategy<br />Segment Analysis and Selection<br />Determine Target Content – Ideally through Testing<br />Target Content Setup and Activation<br />Reporting & Analysis <br />
    39. 39. example<br />The Azul marketing team is looking to deliver targeted content to high value visitor segments. <br />
    40. 40. Target offers to segments based on3criteria:<br />GeoLocation<br />Search Keyword<br />Loyalty Member Status<br />
    41. 41. Content Targeting Overview<br />
    42. 42. Segment Definition Example<br />
    43. 43. Target Setup<br />
    44. 44. Geolocation Example<br />Visitors from “Seattle” get:<br />
    45. 45. Query String Attribute Example<br />Visitors coming in from keyword “Vacation” get:<br />keyword = vacation<br />
    46. 46. Cookie Example<br />Existing MyAzul loyalty program members get:<br />
    47. 47. The Future Segment Discovery<br />Add External Data & Discover Segments<br />Targeting (Optimals)<br />Define Content, Run MVT Define and Capture Attributes<br />segment discovery success depends on the segment attribute data you capture during test<br />
    48. 48. Key Takeaways<br />Increases content relevance<br />Enables onsite marketing<br />Maximizes conversion rates (ROI)<br />Reduces conversion “friction”<br />Helps you compete and win<br />
    49. 49.
    50. 50. Bob Garcia<br />(e)<br />(t) @bob_garcia<br />blog: For more on site optimization check out Billy’s Blog<br /><br />FOR MORE INFO:<br />