Your SlideShare is downloading. ×
Moving Website Visitors to Customers - Create a Profitable Customer Profile
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Moving Website Visitors to Customers - Create a Profitable Customer Profile

226
views

Published on

Moving Customers from Visitors to Customers - Use Social Media and Predictive Analytics to Target Your Most Profitable Customers While Generating Higher ROI and Lower TCO

Moving Customers from Visitors to Customers - Use Social Media and Predictive Analytics to Target Your Most Profitable Customers While Generating Higher ROI and Lower TCO

Published in: Business, Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
226
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Insights from Web Analytics Demystifiedwww.webanalyticsdemystified.comFrom Visitors to Customers Moving Beyond Counting Website Visitors toEngaging with CustomersJohn Lovett, Senior Partner@JohnLovett
  • 2. We are the change…Barak Obama’s “Yes,We Can Change” January 2008, Nashua NH Visualization:Wordle.net “Change will not come if we wait for some other person orsome other time.We are the ones we’ve been waiting for.Weare the change that we seek.”
  • 3. Become a Catalyst for ChangeStatus Quo TransformChangeBroadcast DialogueReactive ProactiveGeneric RelevantVisitor CustomerCounting Interacting
  • 4. Agenda•  Understanding Changing Visitors•  Getting to Know Your Customers•  Acting in the “Analytical Instant”4  
  • 5. Who are your visitors?•  Multichannel ––  40% of Internet users watch TV and surf he web simultaneously•  Addicted ––  48% of Internet users check social media when they wake up1•  Deliberate ––  Between 80 to 90% research online prior to purchasing offline•  Opportunistic ––  43% of consumers purchased from a different retailer than wherethey researched•  Not Listening ––  “Although buyers are not listening when you talk, paradoxicallythey have become more information hungry than ever…”5  Source: 1. http://mashable.com/2010/03/17/social-media-usage-stats/
  • 6. Understand Visitor BehaviorDialogue Interaction Exposure @johnlovett
  • 7. Practice Relationship MarketingROI Starts Here Dialogue Interaction Exposure @johnlovett
  • 8. Relationship Marketing Doesn’t Stopwith Interaction…Advocacy Support Innovation @johnlovett
  • 9. These Are Your New MeasurementObjectives9  Dialogue Interaction Exposure Advocacy Support Innovation @johnlovett
  • 10. Know Your Customers To Know YourEffectiveness10  Dialogue Interaction Exposure Advocacy Support Innovation ? @johnlovett
  • 11. Agenda•  Understanding Changing Visitors•  Getting to Know Your Customers•  Acting in the “Analytical Instant”11  @johnlovett
  • 12. A Day in the Life…12  Catalog Name Address Zip Code Gender Purchases Preferences Profile Web IP Address Visits Views Browsing Referral Frequency Inferred Prefs Call Ctr Name Account # Issue Resolution Profile Satisfaction Apps (Name) Download Device Geography Interaction Engagement Store Zip Code Purchases (Account #) Credit Card
  • 13. What is the True Profile?13  The True Profile is a solution that offers acontemporary understanding of customers bymanaging data from interactions acrossmultiple channels.@johnlovett
  • 14. True Profiles Span ChannelsPrint Web Wiki Facebook iPad14  Customer Experience
  • 15. True Profiles Offer “Memory”15  True Customer Profile Obfuscated data Preferences History Profitability
  • 16. Integrate Data Streams16  
  • 17. Web Data Social Data Web profile Social profile Customer DataWarehouse CRM profile True profile Capturing Data True Profile
  • 18. Leveraging Customer Profiles &Segments18True profile
  • 19. True Profile Segments19  @johnlovett
  • 20. Agenda•  Understanding Changing Visitors•  Getting to Know Your Customers•  Acting in the “Analytical Instant”20  @johnlovett
  • 21. A Contemporary InterpretationThe “Analytical Instant” Customer Experience 21  Data IntelligentMarketing Marketing improves with access to data.
  • 22. Take ACTION!22  
  • 23. Use Customer Profiles within WCM•  Analyze behavior against scoring models•  Determine customer value•  Jane Smith is likely to become a valuablecustomer•  Target with intelligent marketing23  janesmith@gmail.com
  • 24. Phase 1:TrueCustomerProfilePhase 2:SegmentCustomersPhase 3:AutomateBiz RulesPhase 4:TriggerMarketingPhase 5:Learn &OptimizeUse webanalytics todrill down toindividualbehaviors Roll-Upindividual dataintomeaningfulsegments Determinepropensity foraction andassignbusiness rules Automatecontent,emails, etc.with dynamicresponse Readily acceptfeedbackacrosschannels andimprove Turn Profile Insights Into MarketingActions
  • 25. Moving Beyond Counting Visitors toEngaging CustomersJose Santa AnaProduct Marketing Director
  • 26. Agenda• Who is Alterian• WCM Maturity Model• Levels of Content Targeting• The Alterian Solution• Q&A
  • 27. To change the face of marketing from massmarketing to engagement with the individual
  • 28. Alterian Web Engagement Maturity ModelLevel4ENGAGEMENTCross-channelcontentmanagementdriven by analyticalinsight•Exec level sponsored,Business Opsadministered,IT supported•Part of a Cross-channelengagement strategy•A/B, Split run and Multi-variate testing•Content targeting &Recommendations•Integration with CRM•Social MediaMonitoring & outreachLevel3INTERACTIONConsolidatedvisitor-centric sites;decentralizedmanagement•Exec level sponsored,Business Opsadministered,IT supported•Part of a Multi-channelcommunication strategy•Taxonomy support•Multilingual sites andautomated translationworkflows•Personalized content•A/B, Split-run ContentOptimization•Interactive mediamanagement•User generated content•Content retention &archivingLevel2MANAGEMENTCMS-enabledwebsites tomanage & re-usecontent•LOB sponsoredIT managed•Dynamic publishing•Separation of content &presentation•Web based content entry•Multisite management•Serial workflows•Image & graphicmanagement•Audit trailsLevel1INFORMATIONBrochure-warewebsites•IT or Agency managed &driven•Static Publishing
  • 29. If you’re not using content targeting, your competitor might be…Web Content Management is Aliveand Well in 2011 Thanks to OnlineCustomer Experience, ForresterResearch, Inc., March 17, 2011
  • 30. Why you might want to consider Content Targeting• To improve customer engagement and grow conversions• To surface relevant content that a visitor would otherwisenot know to look for• To identify high-value customers and make them moreprofitable• To partially or fully automate more effective marketing toaudience segments
  • 31. Content Targeting can be based on any or all of the following:• For known visitors/customers:– Visitors profiles and preferences: everything they’ve told you aboutthemselves– Their history with you: all past interactions with them – what they’vedone on your site, their communications with you, etc• For unidentified visitors:– How they got there: what did they search on? did they click on an ad?was the URL that they clicked on tagged?– What are they doing: their behavior in the current session (navigationpaths, site searches, etc).– Other contextual data: what time of day, day of the week is it? whereare they? what do you want to promote?
  • 32. Levels of Content TargetingSimpleName, Title, GreetingExplicit PersonalizationBased on Provided Likes/WantsImplicit PersonalizationBased on BehaviorTestingA/B MVT
  • 33. Levels of Content Targeting: Explicit Personalization• User provides infoon his/herinterests• Business rules todisplay specificcontent items• Based onlikes/wantsprovided by aregistered user
  • 34. Levels of Content Targeting: Implicit Personalization• Extend web analytics beyondcounting visitors, pages and clicks• Generate user profiles based onindividual web behavior• Track behavior at the asset-levelinstead of page-level to address trulydynamic web environments• Bridge anonymous visitors andknown users to truly understandaudience behavior
  • 35. Levels of Content Targeting: Implicit Personalization• Define vocabulariesand taxonomies• Assign metadata tocontent• Generate contentprofiles
  • 36. Data Collection and Preparation Profile GenerationContent Processing• Keyword Tagging• Correlation Analysis• Feature Extraction• Build TaxonomiesBehavior Preprocessing• Data cleansing• Sessionizing• Page / Asset Views• Event TrackingSite ContentWeb Activity• Feature Clustering• Content Profile DerivationContent Profiles• Transaction Clustering• Usage Profile DerivationUsage ProfilesWCM ServerActive SessionRecommendationsRecommendationEngineOnline ProcessBatch ProcessOther customer datavolunteered orfrom other channelsDynamic Content Targeting: A FrameworkTest
  • 37. Alterian SolutionMulti-channel ExecutionWeb, Mobile, Social Media, EmailContentTextual, RichMedia, Creative,DesignSocialMediaPublisherEmailManagerWebAnalyticsSocialIntelligenceCampaignData, Targeting, Persona RefinementTesting: A/B, MVT
  • 38. With Content Targeting, you now have the ability to:• Improve customer engagement and growconversions• Deliver consistent messaging dynamicallyacross multiple channels• Create more effective geo-targetedcampaigns / promotions• Tune your website based on visitor behavior• Display recommendations based onpersonas• Tag, segment, and display right content forthe right audience
  • 39. Take Action!• Identify your segments and personas• Determine content opportunities for personalization• Create a rule• Test it• Go live• Analyze the results• Tweak• Repeat
  • 40. GrowthAlterian Overview010203040FY06 FY07 FY08 FY09 FY10£mRevenue
  • 41. Alterian Customer Engagement SolutionsAlterian (LSE: ALN)enables organizationsto create relevant,effective and engagingexperiences with theircustomers andprospects throughsocial, digital, andtraditional marketingchannels.
  • 42. Software for Marketers by MarketersEngaging the Individual Across Multiple ChannelsAnalytically-Driven ThroughoutBest Practice Consultancy and SupportGlobal Partner EcosystemSoftware as a Service or On-Premise DeploymentAlterian: Focused on Customer EngagementMore than 1,500 marketingorganizations across 26countries rely on Alteriansolutions every day.
  • 43. THANK YOU!UK/EU: +44 (0) 117 970 3200 | NA: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: AlterianJohn LovettSenior Partner, Web Analytics DemystifiedJohn.Lovett@webanalyticsdemystified.com+1 603 262-5636 or @johnlovettJose Santa AnaProduct Marketing Director, AlterianJose.SantaAna@alterian.com+1 415 516 4252