Delivering Relevance Though Optimization & Analytics

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    Delivering Relevance Though Optimization & Analytics - Presentation Transcript

    1. Delivering Relevance with Analytics & Optimization Jonathan Mendez, OTTO Digital
    2. Offermatica is an on-demand solution that changes content on remote sites to influence and measure visitor behavior. •Automated A/B Testing •Multivariate Testing •Content Targeting •Personalization •Automatic Optimization •Dynamic Merchandising/Content Delivery
    3. OTTO Digital is the strategic services arm of Offermatica that leverages the learning of hundreds of tests across verticals and media to inform our methodology of Velocity Marketing ™ (Vmx) http://www.optimizeandprophesize.com Blog: http://www.ottodigital.com Site:
    4. A/B Testing Issue: What layouts and designs work best? A B C 187% CONVERSION LIFT OFFERMATICA CASE STUDY
    5. A/B test simple messaging changes
    6. Measure results in real-time on real users B 11% CONVERSION LIFT
    7. Multivariate Testing Test more, faster. GET AGILE! 4 Elements, 3 Variations Landing Page Multivariate Test Matrix Call to action Headline Text Picture
    8. Test more, faster. GET AGILE! 4 Elements, 3 Variations but only 9 Page Recipes need to be tested 81 Possible Combinations..
    9. Multivariate Testing Individual element contribution Recipe 8 verified by testing + 17% Aggregate Lift versus Control Winner… Recipe 8 Control Recipe + 9% + 5% + 1% + 2%
    10. Recipe B: Increased registrations by 61.01% 86.9% confidence
    11. The Basic Truth Relevance and engagement are delivered by intelligently changing content to suit what we know about the user. More truths…
    12. Truth #1 - You Need A Strategy User Focused Data driven (Qualitative & Quantitative) Designs are emergent, not defined Parallel tracks Iterative
    13. Truth #2 - No Risk, No Reward “Our CMS can’t change” “The sign-up is owned by IT and they will not let us change it” “It is too expensive to create dynamic experiences” “Our CEO will not let us change the homepage” “Changing the navigation confuses people”
    14. Truth #3 - The Data Tells The Story Search Data Media Data Site Data Focus Data Sales Data CRM Data Optimization Data
    15. Truth #4 - Search Changes Everything User Control - Intent Driven Media Fractures Content - Micro Relevance Redefines User Expectations - Macro Relevance
    16. Truth #5 - Social Media Changes Everything Commoditization of Content - Many-to-Many Exchange A Higher Authority - Blogosphere Strength in Numbers - Building Interesting Spaces
    17. Analytics - Measuring Relevance
    18. Analytics  What we know is happening  Only useful if actionable
    19. Mining User Data Means Leading By Listening…  Traditional Usability/UX Listening Labs Focus groups Surveys Eye-tracking  Metrics Site side data Search data CRM data  User Generated Content Blogs Reviews Message Boards  Testing and Optimization A/B MVT (Multivariate) Targeting Content
    20. Who Can Act on Data? Marketing? Analytics? IT?
    21. “Why do gut when you can go with objective information? Hope is not a strategy. And gut instincts are always less effective than objective analysis.” - Ken Mehlman NY Times Magazine, September 24, 2006
    22. Delivering Relevance
    23. Users are in control of the experience! Effective engagement in this new paradigm means your content must be contextually relevant The Right Audience The Right Message The Right Time
    24. Delivering Contextual Relevance Segmentation + Targeting = Engagement Engagement = Relevance
    25. Relevance starts with understanding your audience
    26. Your Audience Every click has a goal in mind  User behavior is determined by the goal  Anticipate and message to goals meeting and exceeding  expectations in order to engage Users have “tunnel vision” engaging 
    27. What is user “tunnel vision”?  Users don't think in terms of sites, features, sections or other elements that professionals spend their time focused on  Users engage in what they are interested in and little else  If site elements are not in context of the user focus, they are likely invisible  Users don’t pay attention to detail
    28. The most relevant experiences are designed with the user’s goals and interests in mind… Not your goals Not your corporate hierarchy Users care about “What can YOU do for ME?”
    29. Understanding the way your users think about content This page was clicked from an ad under the kw “telescopes” by someone looking for a gift for his son. Landing on this category page the customer looked at the left navigation and was confused by the options of refractor, cassegrain, dobsonian, etc. He left.
    30. Publishers need to speak user’s language This category page immediately messages its products in categories like “beginner scopes” that are easy to understand. It also makes good use of redundant navigation and categories popular with most customers like “bestsellers.”
    31. Understanding the way your users think about content NYT.com Users
    32. Publishers need to speak user’s language 31 Navigation Messages Top 50 Internal Search Queries
    33. ESPN understands the sports fan
    34. ESPN - Relevance Delivered: 60 relevant links!
    35. washingtonpost.com - Relevance is Not Delivered Relevant navigation is essential in the fractured environs created by natural search results and links
    36. Category to Content: What can we learn from Retailers? Global Navigation is important but more important is delivering the ability for the user to discover and engage in what we know interests them. •Give users control •Refine content based on preference •Deliver obvious relevance •Users understand “brands” •Easy self segmentation
    37. Category to Content: What can we learn from Retailers? Global Navigation is important but more important is delivering the ability for the user to discover and engage in what we know interests them. •No user control of delivery. •No way to refine content based on preference. •Deliver obvious relevance. Why is the “Talk to the Newsroom” relevant? TV, Film, Internet are relevant. •Users understand “brands.” Where is Google, Viacom, Disney? •No easy self-segmentation like Publishing, Advertising, Internet.
    38. Relevance Through Segmentation
    39. Tools to assist in segment discovery Site Analytic Data  Search Channel Data  Customer/Sales Data  Research 39
    40. High-Impact Segmentation Action based, not persona Divide based on behavior Divide based on source
    41. High-Impact Segmentation Action based, not persona Divide based on behavior Divide based on source Analytic Impact: Thick slices will provide the greatest lift! Thick slices provide the most confidence!
    42. High Impact Segmentation 4 Key Segment Groups  Keywords  Source  Geo  Action 42
    43. Segmentation Methodology Keyword- As close as we can get to the goal 43
    44. Keyword Relevance CBS does great job ABC leaves lots on the table 44
    45. Segmentation Methodology Source (Referrer)- A window on user interests 45
    46. Source Reinforcement of users interest on landing page (Religion, Pope, World, ABC) can double conversion rates* * OTTO/Offermatica test data August, 2006 46
    47. Segmentation Methodology Geo- Few things create contextual relevance better than location. 47
    48. Geo Targeting is key for Ad Effectiveness… 48
    49. …and users love the relevance geo brings 49
    50. What Happens When Geo Relevance is Ignored 50
    51. Reinforcement- KW/Source 51
    52. Reinforcement - Testing the KW/Source Idea
    53. KW/Source Reinforcement - Genre Page
    54. KW/Source Reinforcement - Side by Side Impact?
    55. KW/Source Reinforcement - Test Results Recipe Visitors CR Lift RPV Lift SRP - Control 37,987 1.27 -- -- SRP - Reinforce 43,973 1.99 48.35% 71.38% Genre - 221,227 1.34 -- -- Control Genre - 220,736 1.37 1.93% 2.99% Reinforce
    56. Bridging Recognition with Targeted Relevance
    57. Bridging Recognition with Targeted Relevance
    58. Relevance Leads to Engagement
    59. Engagement Reliant on relevance Interesting over time Unusual ease of use / helpful Entertaining in an ongoing, useful way Solves primary goal +
    60. Engagement: Group Behavior Create Interesting Spaces! More Relevant Content 150% More Views!
    61. Engagement: Unusual Ease of Use, Unlocks New Value
    62. Engagement Make it More Interesting Over Time •Getting more relevant over time •Tags •Saved •Viewed •Searched
    63. Engaging the user to achieve your goals  Subscription - How much content do you give away?  Registrations/RSS – How, when and where to ask?  Page Views - Creating a trail of relevant content  Video - Where and when to get users watching?  Branding - User experiences define your brand
    64. How to Handle the Truth Embrace the New Paradigm Tear down walls to content Deliver relevance Enable user control of delivery Form a Strategy to (Optimize) Change Layouts Messaging Dynamic and Targeted Content Delivery Multivariate Testing & Optimization Measure and Act on What Your Audience Tells You Listen Analyze Act
    65. Thank You! http://www.optimizeandprophesize.com Blog:

    + jonathanmendezjonathanmendez, 4 years ago

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