Sharpen Website RelevanceFrom John Lovett, Carlton A. Doty, and Emily Murphy
Why is it important to become relevant?
Why is it important to     become relevant?• The Web belongs to consumers not marketers
Why is it important to     become relevant?• The Web belongs to consumers not marketers• High-value versus High-volume act...
Why is it important to     become relevant?• The Web belongs to consumers not marketers• High-value versus High-volume act...
1,180,499 unique visits
1,180,499 unique visits
1,180,499 unique visits
1,180,499 unique visits                    70,829 signed up (6%)
1,180,499 unique visits                    70,829 signed up (6%)
1,180,499 unique visits                    70,829 signed up (6%)
1,180,499 unique visits                    70,829 signed up (6%)                    2124 purchased (3%)
1,180,499 unique visits                    70,829 signed up (6%)                    2124 purchased (3%)
1,180,499 unique visits
1,180,499 unique visits
1,180,499 unique visits
1,180,499 unique visits                           70,829                          signed up                            (6%)
1,180,499 unique visits                           70,829                          signed up                            (6%)
1,180,499 unique visits                           70,829                          signed up                            (6%)
1,180,499 unique visits                           70,829                          signed up                            (6%...
1,180,499 unique visits                           70,829                          signed up                            (6%...
1,180,499 unique visits                           70,829                          signed up                            (6%...
1,180,499 unique visits                           70,829                          signed up                            (6%...
1,180,499 unique visits 70,829                                70,829signed up                             signed up  (6%) ...
1,180,499 unique visits 70,829                                70,829signed up                             signed up  (6%) ...
1,180,499 unique visits 70,829                                70,829signed up                             signed up  (6%) ...
1,180,499 unique visits 70,829                                70,829signed up                             signed up  (6%) ...
1,180,499 unique visits 70,829                                70,829signed up                             signed up  (6%) ...
1,180,499 unique visits 70,829                                70,829signed up                             signed up  (6%) ...
1,180,499 unique visits 70,829                                70,829signed up                             signed up  (6%) ...
1,180,499 unique visits 70,829                                70,829signed up                             signed up  (6%) ...
1,180,499 unique visits 70,829                                70,829signed up                             signed up  (6%) ...
1,180,499 unique visits 70,829                                70,829signed up                             signed up  (6%) ...
1,180,499 unique visits 70,829                                70,829signed up                             signed up  (6%) ...
1,180,499 unique visits 70,829                                70,829signed up                             signed up  (6%) ...
How do we become relevant?
How do we become relevant?• Segmentation• Behavioral Targeting• Recommendations• Personas• Multivariate testing• User-gene...
Some attributes to profile our          audience:
Some attributes to profile our          audience:• Geography
Some attributes to profile our          audience:• Geography• Unique User Profiles
Some attributes to profile our          audience:• Geography• Unique User Profiles• Referral Keyword
Some attributes to profile our          audience:• Geography• Unique User Profiles• Referral Keyword• Explicit Preferences (...
Some attributes to profile our          audience:• Geography• Unique User Profiles• Referral Keyword• Explicit Preferences (...
Some attributes to profile our          audience:• Geography• Unique User Profiles• Referral Keyword• Explicit Preferences (...
Some attributes to profile our          audience:• Geography• Unique User Profiles• Referral Keyword• Explicit Preferences (...
Some attributes to profile our          audience:• Geography• Unique User Profiles• Referral Keyword• Explicit Preferences (...
Some attributes to profile our          audience:• Geography• Unique User Profiles• Referral Keyword• Explicit Preferences (...
MAC User
MAC User           From the U.S.
MAC User           From the U.S.                           Internet Explorer
MAC User           From the U.S.                           Internet Explorer
MAC User           From the U.S.                           Internet Explorer
MAC User           From the U.S.                           Internet Explorer
How can we be more             relevant?• Ads• Landing Page• Offer / Pitch• E-mail• Social Media
Three Tips to Sharpen     Relevance
Three Tips to Sharpen          Relevance• Listen to your customers (listening posts)
Three Tips to Sharpen          Relevance• Listen to your customers (listening posts)• Automate tactics for engaging experi...
Three Tips to Sharpen          Relevance• Listen to your customers (listening posts)• Automate tactics for engaging experi...
Resources:     1  Source: JupiterResearch/NPD Retail Consumer Survey (4/08), n=2,231 (online consumers, US).1.   2  Source...
Sharpen web relevance
Sharpen web relevance
Sharpen web relevance
Sharpen web relevance
Sharpen web relevance
Sharpen web relevance
Sharpen web relevance
Sharpen web relevance
Sharpen web relevance
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  • Sharpen web relevance

    1. 1. Sharpen Website RelevanceFrom John Lovett, Carlton A. Doty, and Emily Murphy
    2. 2. Why is it important to become relevant?
    3. 3. Why is it important to become relevant?• The Web belongs to consumers not marketers
    4. 4. Why is it important to become relevant?• The Web belongs to consumers not marketers• High-value versus High-volume activities
    5. 5. Why is it important to become relevant?• The Web belongs to consumers not marketers• High-value versus High-volume activities• Targeted versus Generic
    6. 6. 1,180,499 unique visits
    7. 7. 1,180,499 unique visits
    8. 8. 1,180,499 unique visits
    9. 9. 1,180,499 unique visits 70,829 signed up (6%)
    10. 10. 1,180,499 unique visits 70,829 signed up (6%)
    11. 11. 1,180,499 unique visits 70,829 signed up (6%)
    12. 12. 1,180,499 unique visits 70,829 signed up (6%) 2124 purchased (3%)
    13. 13. 1,180,499 unique visits 70,829 signed up (6%) 2124 purchased (3%)
    14. 14. 1,180,499 unique visits
    15. 15. 1,180,499 unique visits
    16. 16. 1,180,499 unique visits
    17. 17. 1,180,499 unique visits 70,829 signed up (6%)
    18. 18. 1,180,499 unique visits 70,829 signed up (6%)
    19. 19. 1,180,499 unique visits 70,829 signed up (6%)
    20. 20. 1,180,499 unique visits 70,829 signed up (6%) 2124 purchased (3%)
    21. 21. 1,180,499 unique visits 70,829 signed up (6%) 2124 purchased (3%)
    22. 22. 1,180,499 unique visits 70,829 signed up (6%) 2124 purchased (3%)
    23. 23. 1,180,499 unique visits 70,829 signed up (6%) 2124 purchased (3%)
    24. 24. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 purchased (3%)
    25. 25. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 purchased (3%)
    26. 26. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
    27. 27. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
    28. 28. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
    29. 29. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
    30. 30. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
    31. 31. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
    32. 32. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
    33. 33. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
    34. 34. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
    35. 35. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
    36. 36. How do we become relevant?
    37. 37. How do we become relevant?• Segmentation• Behavioral Targeting• Recommendations• Personas• Multivariate testing• User-generated Content
    38. 38. Some attributes to profile our audience:
    39. 39. Some attributes to profile our audience:• Geography
    40. 40. Some attributes to profile our audience:• Geography• Unique User Profiles
    41. 41. Some attributes to profile our audience:• Geography• Unique User Profiles• Referral Keyword
    42. 42. Some attributes to profile our audience:• Geography• Unique User Profiles• Referral Keyword• Explicit Preferences (user-defined)
    43. 43. Some attributes to profile our audience:• Geography• Unique User Profiles• Referral Keyword• Explicit Preferences (user-defined)• Referral Site
    44. 44. Some attributes to profile our audience:• Geography• Unique User Profiles• Referral Keyword• Explicit Preferences (user-defined)• Referral Site• Previous Session Activity
    45. 45. Some attributes to profile our audience:• Geography• Unique User Profiles• Referral Keyword• Explicit Preferences (user-defined)• Referral Site• Previous Session Activity• Affinity Groups
    46. 46. Some attributes to profile our audience:• Geography• Unique User Profiles• Referral Keyword• Explicit Preferences (user-defined)• Referral Site• Previous Session Activity• Affinity Groups• Real-time Clickstream Activity
    47. 47. Some attributes to profile our audience:• Geography• Unique User Profiles• Referral Keyword• Explicit Preferences (user-defined)• Referral Site• Previous Session Activity• Affinity Groups• Real-time Clickstream Activity• Day-Parting
    48. 48. MAC User
    49. 49. MAC User From the U.S.
    50. 50. MAC User From the U.S. Internet Explorer
    51. 51. MAC User From the U.S. Internet Explorer
    52. 52. MAC User From the U.S. Internet Explorer
    53. 53. MAC User From the U.S. Internet Explorer
    54. 54. How can we be more relevant?• Ads• Landing Page• Offer / Pitch• E-mail• Social Media
    55. 55. Three Tips to Sharpen Relevance
    56. 56. Three Tips to Sharpen Relevance• Listen to your customers (listening posts)
    57. 57. Three Tips to Sharpen Relevance• Listen to your customers (listening posts)• Automate tactics for engaging experiences (data-driven technology, foresight, and triggers)
    58. 58. Three Tips to Sharpen Relevance• Listen to your customers (listening posts)• Automate tactics for engaging experiences (data-driven technology, foresight, and triggers)• Be relevant in more ways than one (historic behavior and real-time activity)
    59. 59. Resources: 1  Source: JupiterResearch/NPD Retail Consumer Survey (4/08), n=2,231 (online consumers, US).1. 2  Source: Q1 2009 Global Email Marketing And On-Site Targeting Online Survey.2. 3  Source: Q1 2009 Global Email Marketing And On-Site Targeting Online Survey.3. 4  “Collaborative filtering (in electronic commerce) is commonly recognized as ‘others who viewed this product also viewed . . .’ and relies on product data. This tactic associates products in a cross-sell or up-sell manner, based on collective clickstream data. Product presentation can be automated through rules-based processes to update as new data accrue, or manipulated by merchandisers based on inventory, availability, and other factors. These capabilities also enable retailers to capitalize on hot trends and rapid market changes.” See the September 15, 2008, “Recommendation Technologies” report.1. 5  Source: magnify360 and subsequent interviews with a client company (http://magnify360.com/resources/ email-dmailMarketingOpt- B2B-products.pdf ).2. 6  Source: Coremetrics and CNET as well as subsequent interviews with Office Depot (http://www. coremetrics.com/clients/ thankyou.php?id=cs_office_depot and http://cnetcontentsolutions.com/files/ ccs_casestudy_ics_officedepot_en.pdf ).

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