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Steer Intent. Drive Behavior. Increase Results. Presented by: Brett Zucker Executive Vice President &  Chief Technology Of...
Agenda <ul><li>Introduction </li></ul><ul><ul><li>Brett Zucker, EVP & Chief Technology Officer </li></ul></ul><ul><ul><li>...
About Bridgeline Software <ul><li>About Bridgeline Software </li></ul><ul><li>A developer of award-winning Interactive Bus...
Step 1: Doing the Research
<ul><li>Audience Universe </li></ul><ul><ul><li>What is the entire universe of potential users that would be interested in...
<ul><li>Understanding your Audience Universe </li></ul><ul><ul><li>What you want:  What audience do you want to attract? <...
Audience Universe Prospective Customer Current Customer Current Employee Potential Employee Current Investor Potential Inv...
<ul><li>Identifying Intent Segments </li></ul><ul><li>Creating Audience Segments </li></ul><ul><ul><li>Prospective custome...
<ul><li>Create a visual representation of your site </li></ul>What are the opportunities?
<ul><li>Plot your target intent segments </li></ul>What are the opportunities?
<ul><li>Search Engine Optimization </li></ul><ul><ul><li>Do you know what terms and phrases to use to attract your Audienc...
<ul><li>Targeting your audience segments </li></ul><ul><ul><li>Creating landing pages targeting Audience Segments </li></u...
Step 2: Setup, Track and Refine
<ul><li>Tracking identified intent of each audience segment </li></ul><ul><ul><li>What are the ultimate success metrics ti...
<ul><li>Classifying your Audience Segments </li></ul><ul><ul><ul><li>Define the demographic and behavioral information </l...
<ul><li>Persuasive, Analytics-Driven Content Management & Delivery </li></ul><ul><ul><ul><li>Create landing pages, optimiz...
<ul><li>Are your audience segments doing what you want them to do? </li></ul><ul><ul><ul><li>Are you driving their behavio...
<ul><li>Are your audience segments doing what you want them to do? </li></ul><ul><ul><ul><li>Are you driving their behavio...
<ul><li>Are your audience segments doing what you want them to do? </li></ul><ul><ul><ul><li>Are you driving their behavio...
<ul><li>Are you able to act on identified opportunities? </li></ul><ul><ul><ul><li>Advanced ease-of-use for non-technical ...
Easy context menu actions Unified application toolbar Refine: Modify content and track again <ul><li>Are you able to act o...
<ul><li>Make analytics reporting part of your routine </li></ul><ul><ul><li>Regularly review data </li></ul></ul><ul><ul><...
Thank you for your time today Contact Information Brett Zucker 212.201.5667 [email_address] Rick Schwartz 781.497.3027  [e...
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Steer intent, drive behavior, improve web traffic with web content management and analytics

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Understanding your website users and how to drive their behavior is a fundamental imperative to the success of your online marketing initiatives. See the details behind understanding user intent and behavior — using real-life examples.

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  • Well this next section is all about executing on all the upfront work Becki just walked through. the iterative process that allows us to consistently learn user behavior and take action! Now with the understanding of audiences and intent, let’s take a look at some best practices Key element: This is relevant to all, newbies and experts, free to expensive
  • -So where do we start? -We begin by tracking the Intent Universe that Becki started with … What are the success metrics You need to setup the actions that are meaningful (buy, download whitepaper, register for a seminar) -Ties directly into the audience segmentation
  • -Classifying your audience segments becomes foundation for tracking and reporting against success metrics -based on demographic and behavior data -First, use analytics to setup those audience segments -Demographic and behavioral segmentation based on the Audience Intent
  • You can see how these pieces now fit together – define intent, define segments and now create content to speak to the audience -Generate personalized, persuasive content Right message at the right time Obviously easier said than done. But go back to Becki’s breakdown Utilize a CMS to produce the content
  • Now that you’re setup, you have intent, segments and content … we need to understand whether the assumptions and behavior are coming to fruition Next 3 slides depict some of the most common methods to measure on that Search Ref description – one of the most important drivers of visitors
  • -Scenario analysis allows you to go step to step to measure behavior
  • -Path analysis allows you to understand behavior without assumptions. Learn from your users.
  • -Now that we’ve setup up our site and measured effectiveness and behavior … -All about taking action on identified opportunities. -Learn information in real-time and take action.
  • -integrated CM and AN
  • - Started by saying it’s for everyone on every budget
  • Transcript of "Steer intent, drive behavior, improve web traffic with web content management and analytics"

    1. 2. Steer Intent. Drive Behavior. Increase Results. Presented by: Brett Zucker Executive Vice President & Chief Technology Officer Bridgeline Software Rick Schwartz Executive Vice President & General Manager New England Region Bridgeline Software Becki Dilworth Vice President of Digital Strategy Bridgeline Software
    2. 3. Agenda <ul><li>Introduction </li></ul><ul><ul><li>Brett Zucker, EVP & Chief Technology Officer </li></ul></ul><ul><ul><li>Becki Dilworth, Director of Interface Design and Strategy </li></ul></ul><ul><ul><li>Who is Bridgeline Software? </li></ul></ul><ul><li>Research </li></ul><ul><ul><li>Who are your audiences? </li></ul></ul><ul><ul><li>What are your audiences’ goals? </li></ul></ul><ul><ul><li>How can you attract and speak to the audiences? </li></ul></ul><ul><li>Setup, Track and Refine </li></ul><ul><ul><li>How can you measure your effectiveness? </li></ul></ul><ul><ul><li>How can you refine your approach to drive better results? </li></ul></ul><ul><li>Q&A </li></ul>
    3. 4. About Bridgeline Software <ul><li>About Bridgeline Software </li></ul><ul><li>A developer of award-winning Interactive Business Technology solutions </li></ul><ul><li>We help organizations optimize their business processes by leveraging </li></ul><ul><li>web-based technologies </li></ul><ul><li>Improve website engagement </li></ul><ul><li>Maximize online revenue </li></ul><ul><li>Reduce operational and administrative costs </li></ul><ul><li>Improve customer service and loyalty </li></ul><ul><li>Enhance employee knowledge and productivity </li></ul><ul><li>Expanding market presence </li></ul><ul><li>We have over 600 customers with an expanding geographic presence </li></ul>
    4. 5. Step 1: Doing the Research
    5. 6. <ul><li>Audience Universe </li></ul><ul><ul><li>What is the entire universe of potential users that would be interested in your site, concepts, brand, etc..? </li></ul></ul><ul><li>Intent Universe </li></ul><ul><ul><li>What are all of the potential tasks your audience may want to do that could bring them to your site? </li></ul></ul><ul><li>Intent Segments </li></ul><ul><ul><li>From the Intent Universe, what are the key intent segments you should target based on available metrics? </li></ul></ul><ul><li>Audience Segments </li></ul><ul><ul><li>Based off the Intent Segments and Audience Universe, what are the key users you should target? </li></ul></ul>Overview
    6. 7. <ul><li>Understanding your Audience Universe </li></ul><ul><ul><li>What you want: What audience do you want to attract? </li></ul></ul><ul><ul><ul><li>Business goals </li></ul></ul></ul><ul><ul><ul><li>Offline audience segments </li></ul></ul></ul><ul><ul><li>What you can have: What audiences are available? </li></ul></ul><ul><ul><ul><li>Intent: What are they looking for? </li></ul></ul></ul><ul><ul><ul><li>Decision-style: How do they make decisions? </li></ul></ul></ul><ul><ul><ul><li>Role: Are they the decision maker or the researcher? </li></ul></ul></ul><ul><ul><ul><li>Entry method: How do they reach the site? </li></ul></ul></ul>Who are your users: Audience Universe
    7. 8. Audience Universe Prospective Customer Current Customer Current Employee Potential Employee Current Investor Potential Investor Media industry Intent Universe Research services or products Apply for a job Contact for sales Contact for support Research for investment Download whitepapers Learn about industry trends What are your users’ goals: Intent Universe
    8. 9. <ul><li>Identifying Intent Segments </li></ul><ul><li>Creating Audience Segments </li></ul><ul><ul><li>Prospective customer looking for Web development services </li></ul></ul><ul><ul><li>Prospective customer looking for e-Commerce applications </li></ul></ul><ul><ul><li>Prospective customer looking for user research services </li></ul></ul>What are the opportunities?
    9. 10. <ul><li>Create a visual representation of your site </li></ul>What are the opportunities?
    10. 11. <ul><li>Plot your target intent segments </li></ul>What are the opportunities?
    11. 12. <ul><li>Search Engine Optimization </li></ul><ul><ul><li>Do you know what terms and phrases to use to attract your Audience Segments? </li></ul></ul><ul><ul><li>Are you leveraging these phrases intelligently in your content? </li></ul></ul><ul><ul><li>Are you creating a sense of expertise around the Intent Segments? </li></ul></ul><ul><li>Pay-Per-Click </li></ul><ul><ul><li>Are you targeting the right terms with engaging ad copy? </li></ul></ul><ul><li>Database Marketing </li></ul><ul><ul><li>Have you created a segmented strategy connected to these Intent Segments? </li></ul></ul><ul><ul><li>Are you providing relevant and actionable content? </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Are you an active part of the online conversation with these Intent Segments? </li></ul></ul>How can you attract your audience?
    12. 13. <ul><li>Targeting your audience segments </li></ul><ul><ul><li>Creating landing pages targeting Audience Segments </li></ul></ul><ul><ul><li>Optimizing existing content </li></ul></ul><ul><ul><li>Creating campaigns around Intent Segments </li></ul></ul>Content Optimization E-mail campaigns Landing pages Targeted whitepapers What should you say to your audience?
    13. 14. Step 2: Setup, Track and Refine
    14. 15. <ul><li>Tracking identified intent of each audience segment </li></ul><ul><ul><li>What are the ultimate success metrics tied to your audiences’ goals? </li></ul></ul><ul><ul><li>Are you tracking what impacts your success metrics? </li></ul></ul><ul><ul><ul><li>What entry method performs the best? </li></ul></ul></ul><ul><ul><ul><li>What audience segment has the most success? </li></ul></ul></ul><ul><li>Tools: Event tracking of user or system behavior </li></ul>Simple ability to watch for user actions Setup: Tracking the Intent Universe
    15. 16. <ul><li>Classifying your Audience Segments </li></ul><ul><ul><ul><li>Define the demographic and behavioral information </li></ul></ul></ul><ul><ul><ul><li>Identify the intent of each segment </li></ul></ul></ul>Demographic and behavioral criteria <ul><li>Tools: Analytics driven by demographic and behavioral audience segmentation </li></ul>Setup: Classifying your audience segments
    16. 17. <ul><li>Persuasive, Analytics-Driven Content Management & Delivery </li></ul><ul><ul><ul><li>Create landing pages, optimize content and create campaigns </li></ul></ul></ul><ul><ul><ul><li>Dynamic visitor segments and profiling to drive persuasive content </li></ul></ul></ul><ul><ul><ul><li>Personalized content based on visitor behavior and demographic data </li></ul></ul></ul><ul><li>Tools: Content Management driven by demographic and behavioral audience segmentation </li></ul>Setup: Deliver dynamic, persuasive content Combine audience segmentation with content to drive persuasive action
    17. 18. <ul><li>Are your audience segments doing what you want them to do? </li></ul><ul><ul><ul><li>Are you driving their behavior from Point A to Point B? </li></ul></ul></ul><ul><ul><ul><li>What stops do they make along the way? How long do they stay at each? </li></ul></ul></ul><ul><ul><ul><li>Where do they fall off from the expected path? </li></ul></ul></ul><ul><li>Tools: Search referrer keyword report </li></ul>Map to your campaigns Understand key behavior metrics Track: How is your audience behaving?
    18. 19. <ul><li>Are your audience segments doing what you want them to do? </li></ul><ul><ul><ul><li>Are you driving their behavior from Point A to Point B? </li></ul></ul></ul><ul><ul><ul><li>What stops do they make along the way? How long do they stay at each? </li></ul></ul></ul><ul><ul><ul><li>Where do they fall off from the expected path? </li></ul></ul></ul><ul><li>Tools: Scenario funnel analysis measures against predicted path </li></ul>Step by step analysis Easy to find stray points Track: How is your audience behaving?
    19. 20. <ul><li>Are your audience segments doing what you want them to do? </li></ul><ul><ul><ul><li>Are you driving their behavior from Point A to Point B? </li></ul></ul></ul><ul><ul><ul><li>What stops do they make along the way? How long do they stay at each? </li></ul></ul></ul><ul><ul><ul><li>Where do they fall off from the expected path? </li></ul></ul></ul>Tools: Path Analysis reports the unknown click streams Visually see how often and in what way users navigate Easy actionable context menus Track: How is your audience behaving?
    20. 21. <ul><li>Are you able to act on identified opportunities? </li></ul><ul><ul><ul><li>Advanced ease-of-use for non-technical users </li></ul></ul></ul><ul><ul><ul><li>Common user experience across applications with single login </li></ul></ul></ul><ul><ul><ul><li>Navigation, search, information and advanced AJAX controls all consistent </li></ul></ul></ul>Click density within content management Actionable segment behavior information Refine: Identify actionable changes <ul><li>Tools: Integrated web content management and analytics overlay </li></ul>
    21. 22. Easy context menu actions Unified application toolbar Refine: Modify content and track again <ul><li>Are you able to act on identified opportunities? </li></ul><ul><ul><ul><li>Advanced ease-of-use for non-technical users </li></ul></ul></ul><ul><ul><ul><li>Common user experience across applications with single login </li></ul></ul></ul><ul><ul><ul><li>Navigation, search, information and advanced AJAX controls all consistent </li></ul></ul></ul><ul><li>Tools: Integrated web content management and analytics </li></ul>
    22. 23. <ul><li>Make analytics reporting part of your routine </li></ul><ul><ul><li>Regularly review data </li></ul></ul><ul><ul><li>Spot trends as they occur and not after </li></ul></ul><ul><ul><li>Schedule deliver of reports daily or weekly </li></ul></ul><ul><li>Define user intent metrics </li></ul><ul><ul><li>Leverage business analysts to help benchmark </li></ul></ul><ul><li>Be pragmatic </li></ul><ul><ul><li>Take actions based on data </li></ul></ul><ul><ul><li>Edit content, related products, navigation nomenclature </li></ul></ul><ul><ul><li>Refine SEO/SEM efforts </li></ul></ul><ul><ul><li>Refine email and offline marketing campaign messaging </li></ul></ul><ul><li>Find an analytics package that works for you </li></ul><ul><ul><li>Understand your needs and work within them </li></ul></ul><ul><ul><li>Usability is key </li></ul></ul>Practical tips for using analytics Analytics is affordable and for everyone!
    23. 24. Thank you for your time today Contact Information Brett Zucker 212.201.5667 [email_address] Rick Schwartz 781.497.3027 [email_address] Becki Dilworth 303-785-3852 bdilworth@bridgelinesw.com www.bridgelinesw.com blog.bridgelinesw.com www.twitter.com/bridgeline

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