Webtrends Webinar - Navigating the Journey to Practical Targeting
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Webtrends Webinar - Navigating the Journey to Practical Targeting

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

  • 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.
  • Agenda• Site Optimization Overview• Segment Attribute Insights• Maturity Model• Leverage On-Site Targeting• Requirements for Success• Q&A © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • what is Site Optimization? © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • Analytics Segmentation Optimization © 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.
  • What Can be Optimized? Opportunities: websites mobile facebook carts/funnels segments Tactics: 1. LEAD GENERATION 3. ECOMMERCE 2. SELF-SERVICE 4. CONTENT © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • Site Optimization Continuum General Testing Segment Testing Targeting Personalization ROMI ROMI ROMI ROMI © 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.
  • Maturity Models © 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.
  • Leverage On-Site Targeting © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • Onsite Targeting Targeting = Segments + Content =  The Big R’s © 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.
  • Bob Garcia(e) bob.garcia@webtrends.com(t) @bob_garciaJennifer Wilson(e) jennifer.wilson@webtrends.com(t) @jen_wilson © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.