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Sharpen web relevance

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Sharpen web relevance

  1. 1. Sharpen Website RelevanceFrom John Lovett, Carlton A. Doty, and Emily Murphy
  2. 2. Why is it important to become relevant?
  3. 3. Why is it important to become relevant?• The Web belongs to consumers not marketers
  4. 4. Why is it important to become relevant?• The Web belongs to consumers not marketers• High-value versus High-volume activities
  5. 5. Why is it important to become relevant?• The Web belongs to consumers not marketers• High-value versus High-volume activities• Targeted versus Generic
  6. 6. 1,180,499 unique visits
  7. 7. 1,180,499 unique visits
  8. 8. 1,180,499 unique visits
  9. 9. 1,180,499 unique visits 70,829 signed up (6%)
  10. 10. 1,180,499 unique visits 70,829 signed up (6%)
  11. 11. 1,180,499 unique visits 70,829 signed up (6%)
  12. 12. 1,180,499 unique visits 70,829 signed up (6%) 2124 purchased (3%)
  13. 13. 1,180,499 unique visits 70,829 signed up (6%) 2124 purchased (3%)
  14. 14. 1,180,499 unique visits
  15. 15. 1,180,499 unique visits
  16. 16. 1,180,499 unique visits
  17. 17. 1,180,499 unique visits 70,829 signed up (6%)
  18. 18. 1,180,499 unique visits 70,829 signed up (6%)
  19. 19. 1,180,499 unique visits 70,829 signed up (6%)
  20. 20. 1,180,499 unique visits 70,829 signed up (6%) 2124 purchased (3%)
  21. 21. 1,180,499 unique visits 70,829 signed up (6%) 2124 purchased (3%)
  22. 22. 1,180,499 unique visits 70,829 signed up (6%) 2124 purchased (3%)
  23. 23. 1,180,499 unique visits 70,829 signed up (6%) 2124 purchased (3%)
  24. 24. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 purchased (3%)
  25. 25. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 purchased (3%)
  26. 26. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
  27. 27. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
  28. 28. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
  29. 29. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
  30. 30. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
  31. 31. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
  32. 32. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
  33. 33. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
  34. 34. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
  35. 35. 1,180,499 unique visits 70,829 70,829signed up signed up (6%) (6%) 2124 2124 purchasedpurchased (3%) (3%)
  36. 36. How do we become relevant?
  37. 37. How do we become relevant?• Segmentation• Behavioral Targeting• Recommendations• Personas• Multivariate testing• User-generated Content
  38. 38. Some attributes to profile our audience:
  39. 39. Some attributes to profile our audience:• Geography
  40. 40. Some attributes to profile our audience:• Geography• Unique User Profiles
  41. 41. Some attributes to profile our audience:• Geography• Unique User Profiles• Referral Keyword
  42. 42. Some attributes to profile our audience:• Geography• Unique User Profiles• Referral Keyword• Explicit Preferences (user-defined)
  43. 43. Some attributes to profile our audience:• Geography• Unique User Profiles• Referral Keyword• Explicit Preferences (user-defined)• Referral Site
  44. 44. Some attributes to profile our audience:• Geography• Unique User Profiles• Referral Keyword• Explicit Preferences (user-defined)• Referral Site• Previous Session Activity
  45. 45. Some attributes to profile our audience:• Geography• Unique User Profiles• Referral Keyword• Explicit Preferences (user-defined)• Referral Site• Previous Session Activity• Affinity Groups
  46. 46. Some attributes to profile our audience:• Geography• Unique User Profiles• Referral Keyword• Explicit Preferences (user-defined)• Referral Site• Previous Session Activity• Affinity Groups• Real-time Clickstream Activity
  47. 47. Some attributes to profile our audience:• Geography• Unique User Profiles• Referral Keyword• Explicit Preferences (user-defined)• Referral Site• Previous Session Activity• Affinity Groups• Real-time Clickstream Activity• Day-Parting
  48. 48. MAC User
  49. 49. MAC User From the U.S.
  50. 50. MAC User From the U.S. Internet Explorer
  51. 51. MAC User From the U.S. Internet Explorer
  52. 52. MAC User From the U.S. Internet Explorer
  53. 53. MAC User From the U.S. Internet Explorer
  54. 54. How can we be more relevant?• Ads• Landing Page• Offer / Pitch• E-mail• Social Media
  55. 55. Three Tips to Sharpen Relevance
  56. 56. Three Tips to Sharpen Relevance• Listen to your customers (listening posts)
  57. 57. Three Tips to Sharpen Relevance• Listen to your customers (listening posts)• Automate tactics for engaging experiences (data-driven technology, foresight, and triggers)
  58. 58. Three Tips to Sharpen Relevance• Listen to your customers (listening posts)• Automate tactics for engaging experiences (data-driven technology, foresight, and triggers)• Be relevant in more ways than one (historic behavior and real-time activity)
  59. 59. Resources: 1  Source: JupiterResearch/NPD Retail Consumer Survey (4/08), n=2,231 (online consumers, US).1. 2  Source: Q1 2009 Global Email Marketing And On-Site Targeting Online Survey.2. 3  Source: Q1 2009 Global Email Marketing And On-Site Targeting Online Survey.3. 4  “Collaborative filtering (in electronic commerce) is commonly recognized as ‘others who viewed this product also viewed . . .’ and relies on product data. This tactic associates products in a cross-sell or up-sell manner, based on collective clickstream data. Product presentation can be automated through rules-based processes to update as new data accrue, or manipulated by merchandisers based on inventory, availability, and other factors. These capabilities also enable retailers to capitalize on hot trends and rapid market changes.” See the September 15, 2008, “Recommendation Technologies” report.1. 5  Source: magnify360 and subsequent interviews with a client company (http://magnify360.com/resources/ email-dmailMarketingOpt- B2B-products.pdf ).2. 6  Source: Coremetrics and CNET as well as subsequent interviews with Office Depot (http://www. coremetrics.com/clients/ thankyou.php?id=cs_office_depot and http://cnetcontentsolutions.com/files/ ccs_casestudy_ics_officedepot_en.pdf ).

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