Insights and Action - How Webtrends and Ektron power agile marketing
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Insights and Action - How Webtrends and Ektron power agile marketing

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My presentation from Webtrends Engage 2011.

My presentation from Webtrends Engage 2011.

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Insights and Action - How Webtrends and Ektron power agile marketing Insights and Action - How Webtrends and Ektron power agile marketing Presentation Transcript

  • Insights and Action
    How Ektron and WebtrendsPower Agile Marketing
    Tom Wentworth, Ektron
  • Forget what you knew about WCM
  • Forrester 2010 Web Content Management Survey
    What is the primary business driver for increased deployments or usage of Web content management?
    Improved customer experiences
    41%
    Web ops cost reduction
    16%
    Improved employee communication
    11%
    New eBusiness initiatives
    10%
    IT consolidation or cost reduction
    7%
    Brand consistency
    5%
    Improved lead management
    5%
    Other
    4%
  • Forrester 2010 Web Content Management Survey
    With which other enterprise applications do you plan to integrate WCM?
    46%
    Web analytics
    SharePoint
    38%
    35%
    Social networking
    34%
    CRM
    22%
    DAM
    20%
    Email campaign software
    14%
    Other
    13%
    A/B and multivariate testing
    5%
    Enterprise marketing suites
  • WCM without analytics is like driving with Mr. Magoo
  • Data is the fuel of agility
  • Agile Marketing Process
    • Author
    • Design
    • Publish
    • Targeted
    • Multi-channel
    • Social
    Create
    Deliver
    • Content
    • Copy
    • Layout
    • Goals
    • Traffic sources
    • Visitors
    Optimize
    Analyze
  • Agile Marketing Process
    • Author
    • Design
    • Publish
    • Global
    • Multi-channel
    • Dynamic
    • Test
    • Segment
    • Target
    • Goals
    • Traffic sources
    • Visitors
  • “We’re looking forward to building on the success of our new site as we develop an online marketing strategy with Ektron”
    –Keith Bennett, Lloyds TSB Commercial Finance Online Channel Manager
  • Ektron and Webtrends: Powering a conversion architecture
    90% increase in visitors
    150% increase in leads
    30% increase in conversion