Engage 2013 - The Future of Optimization

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Engage 2013 - The Future of Optimization

  1. 1. Webtrends OptimizeWhere we are and where were going
  2. 2. Agenda•  What we do•  Where we are –  Unparalleled platform –  Full-service solution•  Where we are going –  Built-in expertise –  Optimize anything, anywhere –  Consumer-driven relevance
  3. 3. What do we do for you?OPTIMIZE ONLINE REVENUE
  4. 4. What is the problem?§  Increasing spend on engagement§  Low conversion from consumer to customer§  Difficult to earn repeat business§  Lack of knowledge about optimization
  5. 5. Spending to (re)engage•  Ads and offers•  Social networks•  Offline advertising•  Retargeting
  6. 6. Acquisition is difficultOn average, only3% of consumerswho visit your siteare converted tocustomers.
  7. 7. Retention isn’t any easier92% of customersare likely to repeatbusiness whenexpectations areexceeded…
  8. 8. Retention isn’t any easierOnly, 17% repeatwhen experiencesfall belowexpectations.
  9. 9. Organizations Lack ExpertiseWhat does a problem Should I run a split test What exactly are factorslook like? or A/B/n? and levels? Full? Partial?
  10. 10. How do we help?•  Optimize customer experiences•  Expertise to deliver results•  Segment to identify high-value customers•  Test to understand customer behavior•  Target to increase revenue and retention
  11. 11. Where we areSOLUTION
  12. 12. Optimization ExpertsOptimization Project §  Optimization project lead §  SchedulingConsultant Manager §  Strategy and roadmap §  Resourcing §  Campaign performance / §  Workflow KPIs Creative Web Specialist §  Creative strategy Developer §  Built-out/development §  Asset generation §  Implementation §  Usability §  QA
  13. 13. Comprehensive Platform Site Mobile SocialSegmentation Optimization Email TargetingExpert Services Sciences
  14. 14. Global Presence
  15. 15. Where we are goingBUILT-IN EXPERTISE
  16. 16. Not just a pretty face•  Built-in learnings by experts•  Instantly usable and valuable to marketers•  Delivers new digital insight, not data
  17. 17. Not just a pretty face•  Built-in learnings by experts•  Instantly usable and valuable to marketers•  Delivers new digital insight, not data
  18. 18. Built-in Benefits•  Grows customer expertise•  Maintains Webtrends focus on value•  Shortens turnaround for simple tests•  Increases test volume
  19. 19. Where we are goingRELEVANCE TO EVERYONE,EVERYWHERE
  20. 20. Reaching everyone, everywhere•  Standard JS integration for web sites, mobile sites,…
  21. 21. Reaching everyone, everywhere•  Standard JS integration for web sites, mobile sites,…•  REST API extends optimization into mobile/tablet apps, set-top boxes,…
  22. 22. Reaching everyone, everywhere•  Standard JS integration for web sites, mobile sites,…•  REST API extends optimization into mobile/tablet apps, set-top boxes,…•  URL-based optimization for ads, email, retargeting,…
  23. 23. Reaching everyone, everywhere•  Standard JS integration for web sites, mobile sites,…•  REST API extends optimization into mobile/tablet apps, set-top boxes,…•  URL-based optimization for ads, email, retargeting,…
  24. 24. Where we are goingCONSUMER-DRIVENRELEVANCE
  25. 25. Behavioral Scoring•  Defined set of rules that allow you to assign value to visitors’ online activities•  “I’ve downloaded at least three articles on health”•  “I have viewed more than 20 free articles on travel to Alaska, and at least 10 on extreme travel vacations”
  26. 26. Where we are going - ExampleFULL SESSION SCORING
  27. 27. Rate Session &Speakers/Panelists
  28. 28. Top 5 Takeaways•  Technology enables optimization•  Optimization requires expertise in segmentation, testing, and targeting•  Optimize all your digital touchpoints•  Consumers determine relevance•  Don’t go it alone
  29. 29. Thank YouMichael Wilson, Sr. Director of Product Marketing Peter Crossley, Director of Architecture michael.wilson@webtrends.com blogs.webtrends.com @contentmatters

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