Introduction to the Assembled Web - Experian Forward


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Overview of the Assembled Web, Optaros' conceptual framework for understanding changing consumer behavior and impact on large companies.

Explores two key concepts: Convergence of Community, Commerce, and Content; and Expanding the Digital Footprint.

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  • The challenge with online advertising is that users have learned to ignore it. Numerous eyeball tracking studies have shown that users focus on content and don’t even recall seeing advertising on the page.
  • Introduction to the Assembled Web - Experian Forward

    1. The Assembled Web Distributed Content, Community, and Commerce 27 August 2009 John Eckman, Sr. Director, Optaros Labs, Optaros [email_address]
    2. Eras of Web Evolution <ul><li>Assembled Web Overview </li></ul>Era Characteristics Limitations Web of Documents Content-centric Static HTML experiences / lightweight CMS Focus on eyeballs, stickiness “ The web is a giant universal library for information” Results in Brochure-ware Experiences are not engaging Not digitally native Not interactive / immersive Web of Transactions Commerce-centric Focus on conversion rates “ The web is a giant universal marketplace for buying and selling things” No loyalty to merchants No depth of experience No social interaction Transactional focus often resulted in weak content – don’t distract the buyer Web of Communities (aka “Web 2.0”) Community-centric Focus on “engagement” “ The web is a giant universal cocktail party / high school reunion / community” Struggle to find business models Community for community’s sake Herd mentality Cost of community management underestimated
    3. The Assembled Web <ul><li>Conceptual Framework </li></ul>
    4. The Assembled Web <ul><li>Integrated Experiences </li></ul><ul><ul><ul><li>The convergence of the three previously separate domains: content, commerce, and community </li></ul></ul></ul><ul><li>Move Beyond the Site </li></ul><ul><ul><ul><li>What’s important ultimately isn’t your sites, but the distribution of content, commerce, and community to your audience(s) pervasively throughout the web </li></ul></ul></ul><ul><ul><ul><li>Customers expect to be met where they spend time, and have a great degree of flexibility in how they interact with you </li></ul></ul></ul><ul><li>Key Aspects </li></ul>
    5. Integrated Experiences <ul><li>Example: CNN and Facebook </li></ul>
    6. Integrated Experiences <ul><li>Example: Rue La La </li></ul>
    7. Integrated Experiences <ul><li>Example: Fangento (Social Shopping) </li></ul>
    8. The Digital Footprint <ul><li>Be where people are </li></ul><ul><ul><li>What’s important ultimately isn’t your site(s), but your distribution to your audience(s) pervasively throughout the web </li></ul></ul><ul><ul><li>Your digital footprint is the sum total of all the interactions I have with you throughout the cloud </li></ul></ul><ul><li>Customers expect </li></ul><ul><ul><li>To be met where they spend time </li></ul></ul><ul><ul><li>To have a great degree of flexibility in how , when , and where they interact with you </li></ul></ul><ul><li>Ubiquity > Scarcity </li></ul><ul><li>Move Beyond the Site </li></ul>
    9. Beyond the Site <ul><li>Examples: SlideShare, Dopplr </li></ul>
    10. Beyond the Site <ul><li>Example: New England Patriots Event Viewer </li></ul>
    11. Example: Embedded Sponsorships Display Advertising | Visitors Ignore Ads <ul><li>Numerous eye tracking studies show that we have all learned to ignore ads </li></ul><ul><li>999 out of 1,000 visitors will not click on html ads </li></ul><ul><li>Tripling the CTR due to: </li></ul><ul><ul><li>Rich media </li></ul></ul><ul><ul><li>Widgets </li></ul></ul><ul><ul><li>Re-targeting </li></ul></ul><ul><ul><li>A/B, MVT-optimized </li></ul></ul><ul><li>Means 997 out of 1,000 visitors will not click on an ad </li></ul>
    12. Example: Embedded Sponsorships Case Study| Embedded Sponsorship Funnel on AOL <ul><li>Traffic </li></ul>Engagement (Embedded Sponsorship) Conversion (AOL) Experian controls 100% of dedicated pages (content and ads) on Secure, ecommerce transactions on Experian controlled site Homepage content snacker slots on AOL direct traffic to WalletPop content page (content not ads drive traffic) Click Through Click Through
    13. Assembled Web OView | SaaS to Manage Content Sponsorships <ul><li>OView Enables Content Sponsorships </li></ul><ul><li>1. Embed Code on Partner Site </li></ul><ul><li><script type=&quot;text/javascript“ src= &quot; portal?clientId=X&quot;></script> </li></ul><ul><li>2. Manage Experience to maximize partner relationship </li></ul><ul><ul><li>Complete visibility - full web analytics, A/B testing </li></ul></ul><ul><ul><li>In-market changes - content, applications, layout, etc. </li></ul></ul><ul><ul><li>Track conversion funnels - x-domains to your conv. sites </li></ul></ul><ul><li>3. Centrally Manage Campaigns </li></ul><ul><ul><li>Content management – all distributed content and applications </li></ul></ul><ul><ul><li>Channel management – unique style sheets, campaigns by partner </li></ul></ul>
    14. Thanks <ul><li>John Eckman </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul>