Steer Intent. Drive Behavior. Increase Results. Presented by: Brett Zucker Executive Vice President & Chief Technology Officer Bridgeline Software Becki Dilworth Director of Interface Design and Strategy Bridgeline Software Tim Higgins Executive Vice President and General Manager Bridgeline Software

Agenda Introduction Brett Zucker, EVP & Chief Technology Officer Becki Dilworth, Director of Interface Design and Strategy Who is Bridgeline Software? Research Who are your audiences? What are your audiences’ goals? How can you attract and speak to the audiences? Setup, Track and Refine How can you measure your effectiveness? How can you refine your approach to drive better results? Q&A

Introduction

Brett Zucker, EVP & Chief Technology Officer

Becki Dilworth, Director of Interface Design and Strategy

Who is Bridgeline Software?

Research

Who are your audiences?

What are your audiences’ goals?

How can you attract and speak to the audiences?

Setup, Track and Refine

How can you measure your effectiveness?

How can you refine your approach to drive better results?

Q&A

About Bridgeline Software About Bridgeline Software A developer of award-winning Interactive Business Technology solutions We help organizations optimize their business processes by leveraging web-based technologies Improve website engagement Maximize online revenue Reduce operational and administrative costs Improve customer service and loyalty Enhance employee knowledge and productivity Expanding market presence We have over 600 customers with an expanding geographic presence

About Bridgeline Software

A developer of award-winning Interactive Business Technology solutions

We help organizations optimize their business processes by leveraging

web-based technologies

Improve website engagement

Maximize online revenue

Reduce operational and administrative costs

Improve customer service and loyalty

Enhance employee knowledge and productivity

Expanding market presence

We have over 600 customers with an expanding geographic presence

Step 1: Doing the Research

Audience Universe What is the entire universe of potential users that would be interested in your site, concepts, brand, etc..? Intent Universe What are all of the potential tasks your audience may want to do that could bring them to your site? Intent Segments From the Intent Universe, what are the key intent segments you should target based on available metrics? Audience Segments Based off the Intent Segments and Audience Universe, what are the key users you should target? Overview

Audience Universe

What is the entire universe of potential users that would be interested in your site, concepts, brand, etc..?

Intent Universe

What are all of the potential tasks your audience may want to do that could bring them to your site?

Intent Segments

From the Intent Universe, what are the key intent segments you should target based on available metrics?

Audience Segments

Based off the Intent Segments and Audience Universe, what are the key users you should target?

Understanding your Audience Universe What you want: What audience do you want to attract? Business goals Offline audience segments What you can have: What audiences are available? Intent: What are they looking for? Decision-style: How do they make decisions? Role: Are they the decision maker or the researcher? Entry method: How do they reach the site? Who are your users: Audience Universe

Understanding your Audience Universe

What you want: What audience do you want to attract?

Business goals

Offline audience segments

What you can have: What audiences are available?

Intent: What are they looking for?

Decision-style: How do they make decisions?

Role: Are they the decision maker or the researcher?

Entry method: How do they reach the site?

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

Identifying Intent Segments Creating Audience Segments Prospective customer looking for Web development services Prospective customer looking for e-Commerce applications Prospective customer looking for user research services What are the opportunities?

Identifying Intent Segments

Creating Audience Segments

Prospective customer looking for Web development services

Prospective customer looking for e-Commerce applications

Prospective customer looking for user research services

Create a visual representation of your site What are the opportunities?

Create a visual representation of your site

Plot your target intent segments What are the opportunities?

Plot your target intent segments

Search Engine Optimization Do you know what terms and phrases to use to attract your Audience Segments? Are you leveraging these phrases intelligently in your content? Are you creating a sense of expertise around the Intent Segments? Pay-Per-Click Are you targeting the right terms with engaging ad copy? Database Marketing Have you created a segmented strategy connected to these Intent Segments? Are you providing relevant and actionable content? Social Media Are you an active part of the online conversation with these Intent Segments? How can you attract your audience?

Search Engine Optimization

Do you know what terms and phrases to use to attract your Audience Segments?

Are you leveraging these phrases intelligently in your content?

Are you creating a sense of expertise around the Intent Segments?

Pay-Per-Click

Are you targeting the right terms with engaging ad copy?

Database Marketing

Have you created a segmented strategy connected to these Intent Segments?

Are you providing relevant and actionable content?

Social Media

Are you an active part of the online conversation with these Intent Segments?

Targeting your audience segments Creating landing pages targeting Audience Segments Optimizing existing content Creating campaigns around Intent Segments Content Optimization E-mail campaigns Landing pages Targeted whitepapers What should you say to your audience?

Targeting your audience segments

Creating landing pages targeting Audience Segments

Optimizing existing content

Creating campaigns around Intent Segments

Step 2: Setup, Track and Refine

Tracking identified intent of each audience segment What are the ultimate success metrics tied to your audiences’ goals? Are you tracking what impacts your success metrics? What entry method performs the best? What audience segment has the most success? Tools: Event tracking of user or system behavior Simple ability to watch for user actions Setup: Tracking the Intent Universe

Tracking identified intent of each audience segment

What are the ultimate success metrics tied to your audiences’ goals?

Are you tracking what impacts your success metrics?

What entry method performs the best?

What audience segment has the most success?

Tools: Event tracking of user or system behavior

Classifying your Audience Segments Define the demographic and behavioral information Identify the intent of each segment Demographic and behavioral criteria Tools: Analytics driven by demographic and behavioral audience segmentation Setup: Classifying your audience segments

Classifying your Audience Segments

Define the demographic and behavioral information

Identify the intent of each segment

Tools: Analytics driven by demographic and behavioral audience segmentation

Persuasive, Analytics-Driven Content Management & Delivery Create landing pages, optimize content and create campaigns Dynamic visitor segments and profiling to drive persuasive content Personalized content based on visitor behavior and demographic data Tools: Content Management driven by demographic and behavioral audience segmentation Setup: Deliver dynamic, persuasive content Combine audience segmentation with content to drive persuasive action

Persuasive, Analytics-Driven Content Management & Delivery

Create landing pages, optimize content and create campaigns

Dynamic visitor segments and profiling to drive persuasive content

Personalized content based on visitor behavior and demographic data

Tools: Content Management driven by demographic and behavioral audience segmentation

Are your audience segments doing what you want them to do? Are you driving their behavior from Point A to Point B? What stops do they make along the way? How long do they stay at each? Where do they fall off from the expected path? Tools: Search referrer keyword report Map to your campaigns Understand key behavior metrics Track: How is your audience behaving?

Are your audience segments doing what you want them to do?

Are you driving their behavior from Point A to Point B?

What stops do they make along the way? How long do they stay at each?

Where do they fall off from the expected path?

Tools: Search referrer keyword report

Are your audience segments doing what you want them to do? Are you driving their behavior from Point A to Point B? What stops do they make along the way? How long do they stay at each? Where do they fall off from the expected path? Tools: Scenario funnel analysis measures against predicted path Step by step analysis Easy to find stray points Track: How is your audience behaving?

Are your audience segments doing what you want them to do?

Are you driving their behavior from Point A to Point B?

What stops do they make along the way? How long do they stay at each?

Where do they fall off from the expected path?

Tools: Scenario funnel analysis measures against predicted path

Are your audience segments doing what you want them to do? Are you driving their behavior from Point A to Point B? What stops do they make along the way? How long do they stay at each? Where do they fall off from the expected path? 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?

Are your audience segments doing what you want them to do?

Are you driving their behavior from Point A to Point B?

What stops do they make along the way? How long do they stay at each?

Where do they fall off from the expected path?

Are you able to act on identified opportunities? Advanced ease-of-use for non-technical users Common user experience across applications with single login Navigation, search, information and advanced AJAX controls all consistent Click density within content management Actionable segment behavior information Refine: Identify actionable changes Tools: Integrated web content management and analytics overlay

Are you able to act on identified opportunities?

Advanced ease-of-use for non-technical users

Common user experience across applications with single login

Navigation, search, information and advanced AJAX controls all consistent

Tools: Integrated web content management and analytics overlay

Easy context menu actions Unified application toolbar Refine: Modify content and track again Are you able to act on identified opportunities? Advanced ease-of-use for non-technical users Common user experience across applications with single login Navigation, search, information and advanced AJAX controls all consistent Tools: Integrated web content management and analytics

Are you able to act on identified opportunities?

Advanced ease-of-use for non-technical users

Common user experience across applications with single login

Navigation, search, information and advanced AJAX controls all consistent

Tools: Integrated web content management and analytics

Make analytics reporting part of your routine Regularly review data Spot trends as they occur and not after Schedule deliver of reports daily or weekly Define user intent metrics Leverage business analysts to help benchmark Be pragmatic Take actions based on data Edit content, related products, navigation nomenclature Refine SEO/SEM efforts Refine email and offline marketing campaign messaging Find an analytics package that works for you Understand your needs and work within them Usability is key Practical tips for using analytics Analytics is affordable and for everyone!

Make analytics reporting part of your routine

Regularly review data

Spot trends as they occur and not after

Schedule deliver of reports daily or weekly

Define user intent metrics

Leverage business analysts to help benchmark

Be pragmatic

Take actions based on data

Edit content, related products, navigation nomenclature

Refine SEO/SEM efforts

Refine email and offline marketing campaign messaging

Find an analytics package that works for you

Understand your needs and work within them

Usability is key

Thank you for your time today Contact Information Brett Zucker 212.201.5667 [email_address] Becki Dilworth 303-785-3852 bdilworth@bridgelinesw.com Tim Higgins (303) 785-3804 thiggins@bridgelinesw.com www.bridgelinesw.com blog.bridgelinesw.com www.twitter.com/bridgelinesw