Testing & targeting tools<br />JiriBrazda<br />February 2010<br />
Multivariate testing<br />
Market overview<br />Younger than web analytics and not as widely adopted by marketers<br />Currently only 26 % use A/B or...
Implementation<br />Implementation difficulty driven by chosen technology<br />Javascript enabled (requires changes to web...
Segmentation<br />Simple tools presume that a single content combination works best across all visitor segments<br />More ...
Targeting<br />Targeting means that web content is no longer the same for every visitor<br />After the test is finished ta...
Statistics<br />Statistical models serve to determine winning content combination<br />Simple tools use full factorial mod...
Success metrics<br />Winning content combinations can only be calculated if a success metric is defined<br />Simple tools ...
The tools<br />Amadesa (www.amadesa.com) <br />Google Website Optimizer (www.google.com/websiteoptimizer) <br />Maxymiser ...
Vertster vs. Google Website Optimizer<br />Since 2005<br />Testing & targeting tools | www.optimics.cz<br />10<br />Disclo...
Research & further reading <br />The Online Testing Vendor Landscape (Forrester Research)http://j.mp/forrester-testing<br ...
Behavioral re/target/market/ing<br />
Emerging technology<br />There is a variety of emerging technology tools positioning themselves as<br />Behavioral targeti...
The tools<br />BTBuckets (www.btbuckets.com) <br />Onsite behavioral targeting, free<br />Cognitive Match (www.cognitivema...
Assessing your capability &gt;Where are you?<br />
Testing & targeting tools | www.optimics.cz<br />16<br />Testing<br />MASS<br />SEGMENTS<br />INDIVIDUAL<br />Pricing<br /...
twitter.com/jiribrazda<br />jiri.brazda@optimics.cz<br />(+420) 602 345 620<br />www.optimics.cz<br />
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Testing & Targeting Tools

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Introduction to testing & targeting tools

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Testing & Targeting Tools

  1. 1. Testing & targeting tools<br />JiriBrazda<br />February 2010<br />
  2. 2. Multivariate testing<br />
  3. 3. Market overview<br />Younger than web analytics and not as widely adopted by marketers<br />Currently only 26 % use A/B or MVT 1<br />However, there is a clear synergy because optimization is logical next step after measurement<br />Several sophisticated tools on the market but no vendor is clear market leader<br />Testing & targeting tools | www.optimics.cz<br />3<br />
  4. 4. Implementation<br />Implementation difficulty driven by chosen technology<br />Javascript enabled (requires changes to website content)<br />Tested elements encapsulated in javascript (eg. Google Website Optimizer)<br />Tested elements identified automatically through DOM (eg. Vertster)<br />DNS routing (no changes to website content)<br />Tested elements identified and served by a proxy server (eg. SiteSpect)<br />Testing & targeting tools | www.optimics.cz<br />4<br />
  5. 5. Segmentation<br />Simple tools presume that a single content combination works best across all visitor segments<br />More sophisticated tools can test and find best content combinations for different visitor segments<br />Segments can be defined by dimensions & metrics usually found in web analytics tools<br />Testing & targeting tools | www.optimics.cz<br />5<br />
  6. 6. Targeting<br />Targeting means that web content is no longer the same for every visitor<br />After the test is finished targeting is a means of serving winning content combinations to different visitor segments<br />Targeting follows testing<br />Testing & targeting tools | www.optimics.cz<br />6<br />
  7. 7. Statistics<br />Statistical models serve to determine winning content combination<br />Simple tools use full factorial model<br />More sophisticated tools use optimized, and therefore faster models, eg. Taguchi<br />Testing & targeting tools | www.optimics.cz<br />7<br />
  8. 8. Success metrics<br />Winning content combinations can only be calculated if a success metric is defined<br />Simple tools work only with conversion<br />More sophisticated tools provide engagement and revenue related metrics – this can also be done through integration with web analytics tools<br />Testing & targeting tools | www.optimics.cz<br />8<br />
  9. 9. The tools<br />Amadesa (www.amadesa.com) <br />Google Website Optimizer (www.google.com/websiteoptimizer) <br />Maxymiser (www.maxymiser.com) <br />Omniture (www.omniture.com) <br />Optimost (www.optimost.com) <br />SiteSpect (www.sitespect.com) <br />Vertster (www.vertster.com) <br />Webtrends (www.webtrends.com) <br />Testing & targeting tools | www.optimics.cz<br />9<br />
  10. 10. Vertster vs. Google Website Optimizer<br />Since 2005<br />Testing & targeting tools | www.optimics.cz<br />10<br />Disclosure: comparison of two MVT tools that I’m familiar with. Other tools may have more sophisticated features that differentiate them from the rest of the market.<br />
  11. 11. Research & further reading <br />The Online Testing Vendor Landscape (Forrester Research)http://j.mp/forrester-testing<br />Testing & targeting tools | www.optimics.cz<br />11<br />
  12. 12. Behavioral re/target/market/ing<br />
  13. 13. Emerging technology<br />There is a variety of emerging technology tools positioning themselves as<br />Behavioral targeting<br />Retargeting<br />Remarketing<br />etc.<br />These tools primarily utilize knowledge of past individual visitor behavior but they can also involve some degree of testing<br />Testing & targeting tools | www.optimics.cz<br />13<br />
  14. 14. The tools<br />BTBuckets (www.btbuckets.com) <br />Onsite behavioral targeting, free<br />Cognitive Match (www.cognitivematch.com) <br />Content targeting using artificial intelligence<br />Performable (www.performable.com) <br />Currently brewing in beta<br />SeeWhy (www.seewhy.com) <br />Remarketing shopping cart abandoners, free<br />Sitebrand (www.sitebrand.com) <br />Segmentation, targeting, personalization<br />Testing & targeting tools | www.optimics.cz<br />14<br />
  15. 15. Assessing your capability &gt;Where are you?<br />
  16. 16. Testing & targeting tools | www.optimics.cz<br />16<br />Testing<br />MASS<br />SEGMENTS<br />INDIVIDUAL<br />Pricing<br />Campaigns<br />Products<br />Content<br />Are you here?<br />No testing<br />Targeting<br />
  17. 17. twitter.com/jiribrazda<br />jiri.brazda@optimics.cz<br />(+420) 602 345 620<br />www.optimics.cz<br />

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