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9 web analytics demystified - turning it up to 11 advanced website optimization

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9 web analytics demystified - turning it up to 11 advanced website optimization

  1. 1. TURNING IT UP TO 11: ADVANCEDWEBSITE OPTIMIZATIONBRIAN HAWKINSPartner, Web Analytics Demystifiedbrian.hawkins@webanalyticsdemystified.com(708) 516-4774 or @brianthawkinsInsights from Web Analytics Demystifiedwww.webanalyticsdemystified.com
  2. 2. ABOUT BRIAN HAWKINS • Early Employee at Offermatica • Helped found the Optimization consulting services at Offermatica and at Omniture • Senior Optimization Manger overseeing dozens of clients across all verticals and across all Optimization toolsets #Agility2013 @brianthawkins 2
  3. 3. ABOUT WEB ANALYTICS DEMYSTIFIED • End-to-end strategies for digital measurement and optimization – Strategic Audits and Framework Development – Executive Retainers and Support Services – Operational Use Audits and Support – Implementation and Ongoing Reporting – Training, Education, Special Topics – Web Analytics Wednesdays! #Agility2013 @brianthawkins 3
  4. 4. DECADE OF OPTIMIZATION • Organizations are building out robust testing roadmaps • Increased use of targeting and segmentation • Tests are being expanded to different mediums such as mobile, display, and email • Optimization teams are growing and being leveraged in pre-production vs. just post #Agility2013 @brianthawkins 4
  5. 5. OPTIMIZATION TODAY • Optimization is not easy, there are many challenges • Tagging - by for the most pressing issue we see today • Implementation approach (global, modular, single tag) • Operationalizing test winners • Mitigating cost and performance #Agility2013 @brianthawkins 5
  6. 6. ENSIGHTEN SOLVING FOR CURRENT CHALLENGES • Ensighten’s Visual Tagger™ tackles these challenges and enables Optimization best practices • Adobe Test&Target and Webtrends Optimize built right in! #Agility2013 @brianthawkins 6
  7. 7. ENSIGHTEN SOLVING FOR CURRENT CHALLENGES • These Optimization Best Practices can be applied to any optimization platform including internally built testing tools • Ensighten can also enable cross optimization platform communication for organizations that use multiple toolsets #Agility2013 @brianthawkins 7
  8. 8. TAGGING VIA VISUAL TAGGER #Agility2013 @brianthawkins 8
  9. 9. FLEXIBILITY IN IMPLEMENTATION APPROACH • Easily select the mbox type depending on test design • Global mbox (dynamic or static) • Conversion or data collecting mbox (revenue metrics, weighted page views) • Redirect mboxes for non- flicker landing page optimization #Agility2013 @brianthawkins 9
  10. 10. FLEXIBILITY IN IMPLEMENTATION APPROACH • Easily selectively deploy your Webtrends Optimize tag only on pages included in test • Add additional data variables to the Optimize request for advanced targeting and segmentation #Agility2013 @brianthawkins 10
  11. 11. LIVE DEMO OF OPTIMIZATIONIMPLEMENTATION VIA ENSIGHTEN #Agility2013 @brianthawkins 11
  12. 12. OPERATIONALIZING WINNERS • Rather then depend on your optimization platform to operationalize test winners, Ensighten can bridge the gap #Agility2013 @brianthawkins 12
  13. 13. MANAGING CLIENT SIDE CALLS • Within the Manage 2.0 Platform one can easily schedule, edit, coordinate, delete test rules in minutes #Agility2013 @brianthawkins 13
  14. 14. OPTIMIZATION TOMORROW • As Optimization demand increases and its sophistication evolves, a whole new set of challenges presents itself but Ensighten is solving for these challenges today • Optimization scaling and coordination • Data Syndication • Data Conduit - Data collectors and Optimization tools - Inbound • Pushing Optimization data points to other platforms - Outbound • Data Integration - offline Data #Agility2013 @brianthawkins 14
  15. 15. ENSIGHTEN SOLVING FOR TOMORROWS CHALLENGES • As the demand for more tests grows a solution like Ensighten will be essential to keep up with the demand and management of execution of tests • Cross-channel tests will become much more common place and Ensighten can enable test deployment across email, display, and mobile #Agility2013 @brianthawkins 15
  16. 16. PATH TO PERSONALIZATION Site Behavior Variables Environment Variables Referrer Variables !  IP address !  Referring domain !  Customer/prospect !  Country of origin !  Campaign ID !  New/return visitor !  Time zone !  Affiliate !  Previous visit patterns !  Operating !  PPC !  Previous Product interests system !  Natural search – top level !  Browser type !  Direct/bookmark !  Previous Product interests !  Screen – low level resolution !  Searches !  Previous online purchases Temporal Variables !  Previous Campaign !  Time of day exposure !  Day of week !  Previous Campaign !  Recency responses !  Frequency Offline Highly Predictive Variables Anonymous Profile #Agility2013 @brianthawkins 16
  17. 17. ENSIGHTENS DATA MAPPING •Revolutionary way to easily expose data for targeting and segmenting of tests • Allows for the data mapping across areas of the site • Game changer for targeting with secure data in the unsecured areas of the site #Agility2013 @brianthawkins 17
  18. 18. LIVE DEMO OF DATA LAYER USE FOR OPTIMIZATION VIA ENSIGHTEN #Agility2013 @brianthawkins 18
  19. 19. DATA SYNDICATION - OUTBOUND • By way of the Visual Tagger and its Data Map, one can make test data points accessible to other platforms such as: • email marketing platforms • display retargeting solutions • modeling engines • cross domain sites #Agility2013 @brianthawkins 19
  20. 20. DATA SYNDICATION - INBOUND • The Data Map combined with custom rules will enable Marketers to incorporate offline and third party data with ease • internal CRM platforms • Blue Kai, Experien, Alliant, etc. • Propensity modeling platforms #Agility2013 @brianthawkins 20
  21. 21. CUSTOMER SUCCESS STORIES #Agility2013 @brianthawkins 21
  22. 22. SYMANTEC • Incredibly sophisticated implementation of Test&Target that makes use of custom engagement scoring models • Leverages Ensighten to quickly and easily deploy third party marketing platforms to identify value #Agility2013 @brianthawkins 22
  23. 23. SONY ONLINE STORE • Mitigates Optimization costs all through Ensighten • Enabled to deploy tests in a matter of minutes with business users vs. IT #Agility2013 @brianthawkins 23
  24. 24. ICE.COM • All tests are deployed via Ensighten for performance, server call management, and for time to market • Ensighten has enabled the ability to allow their optimization platform to communicate with its email marketing platform for cross channel optimization! #Agility2013 @brianthawkins 24
  25. 25. TURNING IT UP TO 11: ADVANCEDWEBSITE OPTIMIZATIONBRIAN HAWKINSPartner, Web Analytics Demystifiedbrian.hawkins@webanalyticsdemystified.com(708) 516-4774 or @brianthawkinsInsights from Web Analytics Demystifiedwww.webanalyticsdemystified.com

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