Webtrends Webinar - Navigating the Journey to Practical Targeting

Navigating the Journey to Practical On-Site Targeting Webinar: May 12, 2011Optimizing Revenue & Engagement Jennifer Wilson Bob Garcia Senior Product Manager Director, Product Marketing © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.

Website Optimization Involves… Ongoing discipline striving to improve content relevance in order to maximize conversions. Site Optimization Tactics: analytics a/b testing multivariate testing segmentation targeting personalization © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.

Visualizing Segments New vs. 4 Key 8 Major 16 Visitor All Returning Products Markets Personas 100% of 100% of visitors visitors 1 segment = all 16 segments = allSegments : Share one or more preferences or characteristics © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.

Segment Attributes to Consider Environment Source Geo IP location URL Tracking Parameter In session Anonymous DMA Code Organic Search Term Initial visits Time of Day/Week Paid Search Term Browser | Device Referrer Behavior External Variables Products Viewed Cookie AcknowledgingCurrent & Historical Returning Visitors Content Viewed Profile-based Attributes Authenticated Demographic Browsing Path CRM Data © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.

What is Personalization? Process of customizing content to individuals / segments based on their characteristics and/or preferences. FUEL = Visitor Behavioral Data Visitor Events • Email address • Ad clickthrough • Name • Content group clickthrough • Gender • Onsite Search • Lifetime purchase • Purchase • Last visit • Search clickthrough • Shopping CartAdd Visit • Authenticated • Entry page • Referring domain © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.

General Optimization Maturity Model 80% 20% Operational “Crawl ” Phase “Walk” Phase “Run” Phase Reporting Effort and cost increase as you move right, but so does the RODI © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.

Segmentation Maturity Model 80% 20% Operational “Crawl ” Phase “Walk” Phase “Run” Phase Reporting Effort and cost increase as you move right, but so does the RODI © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.

Driving Revenue From Online Leads Behavioral Scoring Segmentation Destination: 75 Touring Gear: 40 X-Country Video: 25 Results: Improved lead-to-sale ratio and shortened sales cycle Remarketing to Dealer receives @ warm leads qualifies leads Direct Mail E-mail On-site Targeting “Our dealers are seeing an increase in the quality of prospects they receive.” © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.

Driving Revenue From Online Leads Behavioral Scoring Segmentation Auto: 75 Life: 40 Home: 25 Results: Improved lead-to-sale ratio and shortened sales cycle Remarketing to @ warm leads E-mail On-site Targeting Agent receives hot leads CRM Direct Mail Mobile © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.

Requirements for SuccessPEOPLE Optimization Analyst Creative Specialist Web DeveloperPROCESS Tactic Plan & Campaign Strategy Test Planning Setup & QA Test Planning Activation Selection Prepare PerformanceTECHNOLOGY Testing Segmentation Targeting Personalization © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.

Business Benefits Revenue Customer Satisfaction RelevanceIncremental $500k! 18% boost in leads! 10% reduction in support calls! 33% lift in conversions 17% increase in conversions! © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.

Webtrends Webinar - Navigating the Journey to Practical Targeting

by Webtrends on May 17, 2011

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Webtrends Webinar - Navigating the Journey to Practical Targeting — Presentation Transcript