Making the Most of CQ 5.3
Social Collaboration and
Analytics for Greater Online
Marketing Effectiveness
Lars Trieloff, Pro...
Goal: Growing your
market
Tactical Analytics
✴ Built-in tactical
  analytics
✴ Visitor tracking
✴ Immediate
  feedback to
  authors
Google Analytics: free…
… and integrated
… and integrated
Extending Analytics
✴ Google
✴ Omniture
✴ VisualSciences
✴ WebTrends
✴ Others…
Self-optimizing
    content
Two ways to optimize




 ✴ As a service          ✴ Integrated

 ✴ shallow integration   ✴ heavyweight

 ✴ data ownership ...
Unfortunately...
…both are wrong
Multivariate Testing
✴ Provide Different
   Alternatives
✴ Run automated tests
✴ Use statistical
   algorithms to
   ident...
Multivariate Testing
✴ Provide Different
   Alternatives
                         special offer
✴ Run automated tests
✴ Us...
Multivariate Testing
✴ Provide Different
   Alternatives
                         special offer
✴ Run automated tests
✴ Us...
Multivariate Testing
✴ Provide Different
   Alternatives
                         special offer
✴ Run automated tests
✴ Us...
Multivariate Testing
✴ Provide Different
   Alternatives
                         special offer
✴ Run automated tests
✴ Us...
Multivariate Testing
✴ Provide Different
   Alternatives
✴ Run automated tests
✴ Use statistical
   algorithms to
   ident...
How does it work?
How does it work?
Why is it better?
✴ Integrated authoring experience
✴ Optimized for search engine
  experience
✴ Absolutely scalable throu...
Extending Control
Targeted Campaigns
Even more control
✴ Complete campaign management
✴ 1: Define Segments
✴ 2: Define Campaigns
✴ 3: Create Content
✴ 4: Dynam...
Defining Segments
✴ Based on user profiles
✴ For logged in users
✴ Pulls data from social collaboration
✴ Based on session...
Segment: Bargain Hunter
Segment: Female




        Segment: Bargain Hunter
Defining Segments
Creating Campaigns
✴ Integrated authoring experience
✴ See campaign stats on the
  campaign page
✴ Assign Segments for ful...
hool        Campaign: Fall ’09         Campa

now      special offer    buy now       specia

pecial   limited offer   fal...
Creating Campaigns
Create Content
✴ Teaser pages are pages
✴ Integrated authoring experience
✴ No limitation on the supported
  components
✴ ...
Segment: Female

           Campaign: Fall ’09

             fall special


                  Segment: Bargain Hunter
Dynamically Deliver
✴ Use Teaser Paragraph
✴ Different Selection Strategies
✴ Filters by best matching segment
  first
✴ U...
Dynamic Targeting
Dynamic Targeting
Best practices
✴ Drive sign-ups through added value
✴ Keep relevant data in user profiles
✴ Use MVT testing for generic co...
Making the Most of CQ5 Social Collaboration and Analytics for Greater Online Marketing Effectiveness: Lars Trieloff
Making the Most of CQ5 Social Collaboration and Analytics for Greater Online Marketing Effectiveness: Lars Trieloff
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Making the Most of CQ5 Social Collaboration and Analytics for Greater Online Marketing Effectiveness: Lars Trieloff

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Making the Most of CQ5 Social Collaboration and Analytics for Greater Online Marketing Effectiveness: Lars Trieloff

  1. 1. Making the Most of CQ 5.3 Social Collaboration and Analytics for Greater Online Marketing Effectiveness Lars Trieloff, Product Manager, Day
  2. 2. Goal: Growing your market
  3. 3. Tactical Analytics ✴ Built-in tactical analytics ✴ Visitor tracking ✴ Immediate feedback to authors
  4. 4. Google Analytics: free…
  5. 5. … and integrated
  6. 6. … and integrated
  7. 7. Extending Analytics ✴ Google ✴ Omniture ✴ VisualSciences ✴ WebTrends ✴ Others…
  8. 8. Self-optimizing content
  9. 9. Two ways to optimize ✴ As a service ✴ Integrated ✴ shallow integration ✴ heavyweight ✴ data ownership ✴ not scalable ✴ high recurring cost ✴ high initial cost
  10. 10. Unfortunately...
  11. 11. …both are wrong
  12. 12. Multivariate Testing ✴ Provide Different Alternatives ✴ Run automated tests ✴ Use statistical algorithms to identify the winner ✴ Get higher conversion rates
  13. 13. Multivariate Testing ✴ Provide Different Alternatives special offer ✴ Run automated tests ✴ Use statistical algorithms to identify the winner ✴ Get higher conversion rates
  14. 14. Multivariate Testing ✴ Provide Different Alternatives special offer ✴ Run automated tests ✴ Use statistical algorithms to buy now identify the winner ✴ Get higher conversion rates
  15. 15. Multivariate Testing ✴ Provide Different Alternatives special offer ✴ Run automated tests ✴ Use statistical algorithms to buy now identify the winner ✴ Get higher limited offer conversion rates
  16. 16. Multivariate Testing ✴ Provide Different Alternatives special offer ✴ Run automated tests ✴ Use statistical algorithms to buy now identify the winner ✴ Get higher limited offer conversion rates
  17. 17. Multivariate Testing ✴ Provide Different Alternatives ✴ Run automated tests ✴ Use statistical algorithms to identify the winner ✴ Get higher limited offer conversion rates
  18. 18. How does it work?
  19. 19. How does it work?
  20. 20. Why is it better? ✴ Integrated authoring experience ✴ Optimized for search engine experience ✴ Absolutely scalable through Caching ✴ Full control
  21. 21. Extending Control
  22. 22. Targeted Campaigns
  23. 23. Even more control ✴ Complete campaign management ✴ 1: Define Segments ✴ 2: Define Campaigns ✴ 3: Create Content ✴ 4: Dynamically Deliver Content
  24. 24. Defining Segments ✴ Based on user profiles ✴ For logged in users ✴ Pulls data from social collaboration ✴ Based on session predicates ✴ Search terms, location, time of day, etc.
  25. 25. Segment: Bargain Hunter
  26. 26. Segment: Female Segment: Bargain Hunter
  27. 27. Defining Segments
  28. 28. Creating Campaigns ✴ Integrated authoring experience ✴ See campaign stats on the campaign page ✴ Assign Segments for full control ✴ Use Tagging for lightweight tracking
  29. 29. hool Campaign: Fall ’09 Campa now special offer buy now specia pecial limited offer fall special limited
  30. 30. Creating Campaigns
  31. 31. Create Content ✴ Teaser pages are pages ✴ Integrated authoring experience ✴ No limitation on the supported components ✴ Components can integrate with user profile
  32. 32. Segment: Female Campaign: Fall ’09 fall special Segment: Bargain Hunter
  33. 33. Dynamically Deliver ✴ Use Teaser Paragraph ✴ Different Selection Strategies ✴ Filters by best matching segment first ✴ Use clickstream cloud to fine-tune ✴ Allows for dynamic re-segmentation
  34. 34. Dynamic Targeting
  35. 35. Dynamic Targeting
  36. 36. Best practices ✴ Drive sign-ups through added value ✴ Keep relevant data in user profiles ✴ Use MVT testing for generic content ✴ Segmentation for targeted content ✴ Use Dynamic re-segmentation to accelerate conversions

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