WebtrendsFuturesConrad BennettVP, Technical Services – EMEAconrad.bennett@webtrends.com
• Some (Pre) History• Where are wenow?• Which Way Is TheWorld Going?• The Future• Why Webtrends?Agenda
(Pre) History of Analytics
The Life of a Digital Analyst?
…Probably Not
A More Polite Version
What Is Changing?Static reports on what’s happened ThenCompared to…Live window into what’s happening Now
What Happens When It Goes Dark?
The Value of Looking Through a Window• Target relevant ads or content at the right time• Change an experience in the momen...
A New Era For Digital Intelligence+Real-TimeCustomer CentricActionableHistoricalAnalyticsReal-TimeAnalyticsUse CasesDashbo...
“If I’d asked them what they wanted, theywould have asked for a faster horse.”-Henry Ford
THE CUSTOMERSteve, The Biker Recently purchased a new touring motorcycle Needs a new helmet Shops online during busy ho...
THE BRANDJill, Motorcycle Superstore Owns Customer Acquisition and Retention programs Can’t wait for static, dated repor...
DiscoverConvertRespondConsiderDecideRe-EngageRespond1234567
WEBTRENDS SOLUTION• PPC campaign setup and management withWebtrends Ads• Real-time Campaign Monitoring withWebtrends Strea...
WEBTRENDS SOLUTION• Intelligent Landing Page Optimisation withWebtrends OptimizeVALUE DELIVERED• Increase click-through ra...
WEBTRENDS SOLUTION• Segment discovery and precision targetingwith Webtrends Streams + WebtrendsOptimizeVALUE DELIVERED• Im...
WEBTRENDS SOLUTION• Event and Segment discovery and configurationwith Streams + Action Center• Full-Session Scoring with W...
How Fast Is Too Fast?
WEBTRENDS SOLUTION• Buy-flow optimization with Webtrends Optimize• Event and Segment discovery and configurationwith Webtr...
WEBTRENDS SOLUTION• Email optimization with WebtrendsOptimizeVALUE DELIVERED• Decrease costs of testing• Deliver relevant ...
WEBTRENDS SOLUTION• Mobile site optimisation with WebtrendsOptimize• Campaign monitoring with WebtrendsStreamsVALUE DELIVE...
Precision Targeting with OptimizeHow it Works
Email RemarketingHow it Works
A Trade-Off
Flexibility
Privacy
Security
Please Do Not Do This
Questions?
Thank You
Webtrends Futures
Webtrends Futures
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Webtrends Futures

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Keynote “Webtrends Futures” von Conrad Bennett auf der 1. Schweizer Webtrends Engage in Zürich am 11. Juni 2013.

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Webtrends Futures

  1. 1. WebtrendsFuturesConrad BennettVP, Technical Services – EMEAconrad.bennett@webtrends.com
  2. 2. • Some (Pre) History• Where are wenow?• Which Way Is TheWorld Going?• The Future• Why Webtrends?Agenda
  3. 3. (Pre) History of Analytics
  4. 4. The Life of a Digital Analyst?
  5. 5. …Probably Not
  6. 6. A More Polite Version
  7. 7. What Is Changing?Static reports on what’s happened ThenCompared to…Live window into what’s happening Now
  8. 8. What Happens When It Goes Dark?
  9. 9. The Value of Looking Through a Window• Target relevant ads or content at the right time• Change an experience in the moment• Remarket to people not categories
  10. 10. A New Era For Digital Intelligence+Real-TimeCustomer CentricActionableHistoricalAnalyticsReal-TimeAnalyticsUse CasesDashboards, campaigns,multi-touch attribution,data mining. All in the pasthours to days old.High level trending,campaigns, summary-levelanalysis hours to minutes old.Push API powers content & offerrelevance, visitor engagement,ad targeting, social interaction,trends, referrals.As-it-happensMachine-to-machineVisitor–level detail+++
  11. 11. “If I’d asked them what they wanted, theywould have asked for a faster horse.”-Henry Ford
  12. 12. THE CUSTOMERSteve, The Biker Recently purchased a new touring motorcycle Needs a new helmet Shops online during busy holiday weekend
  13. 13. THE BRANDJill, Motorcycle Superstore Owns Customer Acquisition and Retention programs Can’t wait for static, dated reports in order to act Must respond in the moment during holiday weekend
  14. 14. DiscoverConvertRespondConsiderDecideRe-EngageRespond1234567
  15. 15. WEBTRENDS SOLUTION• PPC campaign setup and management withWebtrends Ads• Real-time Campaign Monitoring withWebtrends StreamsVALUE DELIVERED• Maximize ROAS• Increase employee workflow efficiency Jill sets up and optimises her SEM Program Monitors keyword performance in real-time Able to responds quickly to emerging trendsSTEVE’S BEHAVIOUR JILL’S ACTIONS Steve goes to Google and performsa search for "motorcycle helmet"Discover
  16. 16. WEBTRENDS SOLUTION• Intelligent Landing Page Optimisation withWebtrends OptimizeVALUE DELIVERED• Increase click-through rate• Increase interaction rate• MVT testing to optimise landing page• Relevant content delivered in context• Based upon knowledge of Steve & hiscurrent behaviourSTEVE’S BEHAVIOUR JILL’S ACTIONS• Clicks sponsored link and lands on amotorcycle helmet category page.• Browses helmet.Respond
  17. 17. WEBTRENDS SOLUTION• Segment discovery and precision targetingwith Webtrends Streams + WebtrendsOptimizeVALUE DELIVERED• Impact cross-sell/up-sell rate• Deliver relevant content to increaseengagement• Automatic in-the-moment scoring• In-the-moment offers presented based upongeo-location, device, behaviour awarenessSTEVE’S BEHAVIOUR JILL’S ACTIONS• Begins exploring gloves which have beencross-merchandised on helmet pages.• Relevant helmet offers are displayed whilehe browses glovesConsider
  18. 18. WEBTRENDS SOLUTION• Event and Segment discovery and configurationwith Streams + Action Center• Full-Session Scoring with Webtrends Streams +Webtrends Optimize• Email Remarketing powered by WebtrendsStreams + Action CenterVALUE DELIVERED• Increase cross-sell/up-sell rate• Deliver relevant content to increaseengagement• Remarketing message triggered at the most-effective, tested moment of abandonment• Relevant content based upon the full-sessionknowledge of Steves visitSTEVE’S BEHAVIOUR JILL’S ACTIONS• After browsing the site, Steve leaves the sitewithout making a purchase.• Within moments, an email with helmet andglove offers received.Decide
  19. 19. How Fast Is Too Fast?
  20. 20. WEBTRENDS SOLUTION• Buy-flow optimization with Webtrends Optimize• Event and Segment discovery and configurationwith Webtrends Streams + Action Center• Full-Session Scoring with Webtrends Streams +Webtrends OptimizeVALUE DELIVERED• Decrease cart abandonment• Increase offer take rate• Increase average order value• Increase units per transaction• Increase revenue per transaction• Optimised check-out and buy-flow• Email confirmation sent which includesproducts, offers and messaging relevant toSteve’s last session on the websiteSTEVE’S BEHAVIOUR JILL’S ACTIONS• Receives email from Motorcycle Superstore,and clicks-through from a link in the message• Adds a helmet and a pair of gloves to hisshopping cart and completes the purchase.Convert
  21. 21. WEBTRENDS SOLUTION• Email optimization with WebtrendsOptimizeVALUE DELIVERED• Decrease costs of testing• Deliver relevant content to increaseengagement• Increase click-through rate• Decrease cost per channel• Sends email promotion to their most valuedcustomers advertising a flash/same day sale• Message optimized through a single bulksend instead of multiple batch tests.STEVE’S BEHAVIOUR JILL’S ACTIONS• Steve receives an email message fromMotorcycle Superstore on his mobile phonepromoting a flash sale on winter ridingheadwearRespond
  22. 22. WEBTRENDS SOLUTION• Mobile site optimisation with WebtrendsOptimize• Campaign monitoring with WebtrendsStreamsVALUE DELIVERED• Decrease costs of testing and development• Support multi-channel engagement• Increase lifetime value• Increase revenue per repeat customer• Optimized their mobile site to ensure thattheir responsive design is working as desired• Monitors customer behaviors, and adjustsmerchandising and content as necessarySTEVE’S BEHAVIOUR JILL’S ACTIONS• Steve clicks on a link in the email from hismobile device, and begins exploring the flashsale on Motorcycle Superstore’s mobile site.Re-Engage
  23. 23. Precision Targeting with OptimizeHow it Works
  24. 24. Email RemarketingHow it Works
  25. 25. A Trade-Off
  26. 26. Flexibility
  27. 27. Privacy
  28. 28. Security
  29. 29. Please Do Not Do This
  30. 30. Questions?
  31. 31. Thank You

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