Moving Website Visitors to Customers - Create a Profitable Customer Profile


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Moving Customers from Visitors to Customers - Use Social Media and Predictive Analytics to Target Your Most Profitable Customers While Generating Higher ROI and Lower TCO

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Moving Website Visitors to Customers - Create a Profitable Customer Profile

  1. 1. Insights from Web Analytics Demystifiedwww.webanalyticsdemystified.comFrom Visitors to Customers Moving Beyond Counting Website Visitors toEngaging with CustomersJohn Lovett, Senior Partner@JohnLovett
  2. 2. We are the change…Barak Obama’s “Yes,We Can Change” January 2008, Nashua NH “Change will not come if we wait for some other person orsome other time.We are the ones we’ve been waiting for.Weare the change that we seek.”
  3. 3. Become a Catalyst for ChangeStatus Quo TransformChangeBroadcast DialogueReactive ProactiveGeneric RelevantVisitor CustomerCounting Interacting
  4. 4. Agenda•  Understanding Changing Visitors•  Getting to Know Your Customers•  Acting in the “Analytical Instant”4  
  5. 5. Who are your visitors?•  Multichannel ––  40% of Internet users watch TV and surf he web simultaneously•  Addicted ––  48% of Internet users check social media when they wake up1•  Deliberate ––  Between 80 to 90% research online prior to purchasing offline•  Opportunistic ––  43% of consumers purchased from a different retailer than wherethey researched•  Not Listening ––  “Although buyers are not listening when you talk, paradoxicallythey have become more information hungry than ever…”5  Source: 1.
  6. 6. Understand Visitor BehaviorDialogue Interaction Exposure @johnlovett
  7. 7. Practice Relationship MarketingROI Starts Here Dialogue Interaction Exposure @johnlovett
  8. 8. Relationship Marketing Doesn’t Stopwith Interaction…Advocacy Support Innovation @johnlovett
  9. 9. These Are Your New MeasurementObjectives9  Dialogue Interaction Exposure Advocacy Support Innovation @johnlovett
  10. 10. Know Your Customers To Know YourEffectiveness10  Dialogue Interaction Exposure Advocacy Support Innovation ? @johnlovett
  11. 11. Agenda•  Understanding Changing Visitors•  Getting to Know Your Customers•  Acting in the “Analytical Instant”11  @johnlovett
  12. 12. A Day in the Life…12  Catalog Name Address Zip Code Gender Purchases Preferences Profile Web IP Address Visits Views Browsing Referral Frequency Inferred Prefs Call Ctr Name Account # Issue Resolution Profile Satisfaction Apps (Name) Download Device Geography Interaction Engagement Store Zip Code Purchases (Account #) Credit Card
  13. 13. What is the True Profile?13  The True Profile is a solution that offers acontemporary understanding of customers bymanaging data from interactions acrossmultiple channels.@johnlovett
  14. 14. True Profiles Span ChannelsPrint Web Wiki Facebook iPad14  Customer Experience
  15. 15. True Profiles Offer “Memory”15  True Customer Profile Obfuscated data Preferences History Profitability
  16. 16. Integrate Data Streams16  
  17. 17. Web Data Social Data Web profile Social profile Customer DataWarehouse CRM profile True profile Capturing Data True Profile
  18. 18. Leveraging Customer Profiles &Segments18True profile
  19. 19. True Profile Segments19  @johnlovett
  20. 20. Agenda•  Understanding Changing Visitors•  Getting to Know Your Customers•  Acting in the “Analytical Instant”20  @johnlovett
  21. 21. A Contemporary InterpretationThe “Analytical Instant” Customer Experience 21  Data IntelligentMarketing Marketing improves with access to data.
  22. 22. Take ACTION!22  
  23. 23. Use Customer Profiles within WCM•  Analyze behavior against scoring models•  Determine customer value•  Jane Smith is likely to become a valuablecustomer•  Target with intelligent marketing23
  24. 24. Phase 1:TrueCustomerProfilePhase 2:SegmentCustomersPhase 3:AutomateBiz RulesPhase 4:TriggerMarketingPhase 5:Learn &OptimizeUse webanalytics todrill down toindividualbehaviors Roll-Upindividual dataintomeaningfulsegments Determinepropensity foraction andassignbusiness rules Automatecontent,emails, etc.with dynamicresponse Readily acceptfeedbackacrosschannels andimprove Turn Profile Insights Into MarketingActions
  25. 25. Moving Beyond Counting Visitors toEngaging CustomersJose Santa AnaProduct Marketing Director
  26. 26. Agenda• Who is Alterian• WCM Maturity Model• Levels of Content Targeting• The Alterian Solution• Q&A
  27. 27. To change the face of marketing from massmarketing to engagement with the individual
  28. 28. Alterian Web Engagement Maturity ModelLevel4ENGAGEMENTCross-channelcontentmanagementdriven by analyticalinsight•Exec level sponsored,Business Opsadministered,IT supported•Part of a Cross-channelengagement strategy•A/B, Split run and Multi-variate testing•Content targeting &Recommendations•Integration with CRM•Social MediaMonitoring & outreachLevel3INTERACTIONConsolidatedvisitor-centric sites;decentralizedmanagement•Exec level sponsored,Business Opsadministered,IT supported•Part of a Multi-channelcommunication strategy•Taxonomy support•Multilingual sites andautomated translationworkflows•Personalized content•A/B, Split-run ContentOptimization•Interactive mediamanagement•User generated content•Content retention &archivingLevel2MANAGEMENTCMS-enabledwebsites tomanage & re-usecontent•LOB sponsoredIT managed•Dynamic publishing•Separation of content &presentation•Web based content entry•Multisite management•Serial workflows•Image & graphicmanagement•Audit trailsLevel1INFORMATIONBrochure-warewebsites•IT or Agency managed &driven•Static Publishing
  29. 29. If you’re not using content targeting, your competitor might be…Web Content Management is Aliveand Well in 2011 Thanks to OnlineCustomer Experience, ForresterResearch, Inc., March 17, 2011
  30. 30. Why you might want to consider Content Targeting• To improve customer engagement and grow conversions• To surface relevant content that a visitor would otherwisenot know to look for• To identify high-value customers and make them moreprofitable• To partially or fully automate more effective marketing toaudience segments
  31. 31. Content Targeting can be based on any or all of the following:• For known visitors/customers:– Visitors profiles and preferences: everything they’ve told you aboutthemselves– Their history with you: all past interactions with them – what they’vedone on your site, their communications with you, etc• For unidentified visitors:– How they got there: what did they search on? did they click on an ad?was the URL that they clicked on tagged?– What are they doing: their behavior in the current session (navigationpaths, site searches, etc).– Other contextual data: what time of day, day of the week is it? whereare they? what do you want to promote?
  32. 32. Levels of Content TargetingSimpleName, Title, GreetingExplicit PersonalizationBased on Provided Likes/WantsImplicit PersonalizationBased on BehaviorTestingA/B MVT
  33. 33. Levels of Content Targeting: Explicit Personalization• User provides infoon his/herinterests• Business rules todisplay specificcontent items• Based onlikes/wantsprovided by aregistered user
  34. 34. Levels of Content Targeting: Implicit Personalization• Extend web analytics beyondcounting visitors, pages and clicks• Generate user profiles based onindividual web behavior• Track behavior at the asset-levelinstead of page-level to address trulydynamic web environments• Bridge anonymous visitors andknown users to truly understandaudience behavior
  35. 35. Levels of Content Targeting: Implicit Personalization• Define vocabulariesand taxonomies• Assign metadata tocontent• Generate contentprofiles
  36. 36. Data Collection and Preparation Profile GenerationContent Processing• Keyword Tagging• Correlation Analysis• Feature Extraction• Build TaxonomiesBehavior Preprocessing• Data cleansing• Sessionizing• Page / Asset Views• Event TrackingSite ContentWeb Activity• Feature Clustering• Content Profile DerivationContent Profiles• Transaction Clustering• Usage Profile DerivationUsage ProfilesWCM ServerActive SessionRecommendationsRecommendationEngineOnline ProcessBatch ProcessOther customer datavolunteered orfrom other channelsDynamic Content Targeting: A FrameworkTest
  37. 37. Alterian SolutionMulti-channel ExecutionWeb, Mobile, Social Media, EmailContentTextual, RichMedia, Creative,DesignSocialMediaPublisherEmailManagerWebAnalyticsSocialIntelligenceCampaignData, Targeting, Persona RefinementTesting: A/B, MVT
  38. 38. With Content Targeting, you now have the ability to:• Improve customer engagement and growconversions• Deliver consistent messaging dynamicallyacross multiple channels• Create more effective geo-targetedcampaigns / promotions• Tune your website based on visitor behavior• Display recommendations based onpersonas• Tag, segment, and display right content forthe right audience
  39. 39. Take Action!• Identify your segments and personas• Determine content opportunities for personalization• Create a rule• Test it• Go live• Analyze the results• Tweak• Repeat
  40. 40. GrowthAlterian Overview010203040FY06 FY07 FY08 FY09 FY10£mRevenue
  41. 41. Alterian Customer Engagement SolutionsAlterian (LSE: ALN)enables organizationsto create relevant,effective and engagingexperiences with theircustomers andprospects throughsocial, digital, andtraditional marketingchannels.
  42. 42. Software for Marketers by MarketersEngaging the Individual Across Multiple ChannelsAnalytically-Driven ThroughoutBest Practice Consultancy and SupportGlobal Partner EcosystemSoftware as a Service or On-Premise DeploymentAlterian: Focused on Customer EngagementMore than 1,500 marketingorganizations across 26countries rely on Alteriansolutions every day.
  43. 43. THANK YOU!UK/EU: +44 (0) 117 970 3200 | NA: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449Web: | Blog: | Twitter: AlterianJohn LovettSenior Partner, Web Analytics 603 262-5636 or @johnlovettJose Santa AnaProduct Marketing Director, 415 516 4252