Testing & Optimization document discusses testing, end action, attribution, and media mix modeling topics. Key points include:
1) A/B and multivariate testing methods are discussed along with best practices like starting with high impact tests and setting clear goals and hypotheses.
2) End action captures both behavioral and attitudinal data to correlate shifts in attitude with actions taken on site. It provides insights but has challenges like measurement overload and not proving causation.
3) Attribution methods like multi-touch attribution aim to allocate credit for conversions across multiple touchpoints like ads, by modeling exposure history and estimated contribution to conversions. This informs media optimization.
4) Media mix modeling creates models to reflect how channels like TV, radio,
This document provides an overview of search engine marketing (SEM) and search engine optimization (SEO). It defines SEM as paid search advertising on search engines, while SEO refers to unpaid, organic search results. The document discusses key components of SEM like pay-per-click advertising, the search engine results page, and campaign management tools. It also covers important aspects of SEO like on-page optimization with keywords, metadata, links, and content; off-page factors like links and authority; and the technical implementation of SEO.
An Introduction to Conversion Rate Optimization, Landing Pages & A/B TestingGeorgiana Laudi
UPDATE: The original version of this presentation was deleted from Slideshare by accident.
Slides for “Intro to Conversion Rate Optimization" talk given on May 28th, 2014 at (my former side project) Montreal Girl Geeks event.
B2B Drip Campaigns - 7 Case Studies - MarketingSherpa Jeanne Jennings Oct-2010JeanneJennings.com, Inc.
Drip email campaigns, which educate and nurture leads though the early stages of the sales cycle, are one of the most effective but underused tactics in the B2B world.
Join us to analyze case studies of successful drip email campaigns and learn how to cost-effectively develop and implement one for your business. We’ll cover:
• When a drip email program can help you – and when it can’t
• Creating effective message maps and content
• Timing and number of efforts
• How to effectively track and report on multi-effort drip campaigns
Whether you’re looking to start using drip campaigns or already have some in place that you want to optimize, this is a session you won’t want to miss.
This document summarizes a 101-tip presentation on conversion rate optimization (CRO) given by Josh Patrice. The presentation covers tips related to psychology, testing, user experience, and landing page and ecommerce optimization. Some key tips include leveraging fear and greed in users, using social proof and calls to action, and testing colors, buttons and messages. It also provides tips for crafting the user journey through the AIDA model, matching pages and ads to keywords and users, and reducing distractions and commitments on pages.
Cloudforce Essentials 2012 - 5 Secrets to Winning in SearchSalesforce_APAC
This document provides tips for optimizing a website for search engine rankings. It begins with an overview of how search engines work and the difference between SEO and SEM. The main part of the document outlines the presenter's "5 secrets to search success": 1) using web analytics to measure SEO performance, 2) conducting keyword research, 3) ensuring good crawlability of the site, 4) creating unique, high-quality content, and 5) obtaining and maintaining relevant inbound links. The presentation concludes with recommendations for some free SEO tools.
5 essential google analytics tools for the data driven marketerDemandWave
This webinar discusses 5 essential Google Analytics tools for data-driven marketers. It covers evaluating traffic sources through keywords, creating goals and funnels to track conversions, analyzing social media interactions and conversions, building custom dashboards, using regular expressions to track long-tail keywords and campaign variations, and some additional tips. The webinar emphasizes focusing analytics on outcomes like conversions rather than just traffic, customizing tracking to key business goals, and using metrics to make disciplined decisions.
This presentation is the core PPT used in 3 virtually identical Webinars (DM News, ClickZ and our own) titled "7 Trends to Watch in 2012 and Key Tactics You'll Need to Address Them." The Webinar intent was to lay out 7 trends that digital marketers need to consider in 2012. The trends and ideas fall into 2 camps: Those where you may need to implement the programs simply to catch up to competitors; and those that are still early and you can potentially jump ahead of them.
The 7 trends discussed are: Location-based Marketing; Personality/Humanization of Content; Be Everywhere Your Customers/Prospects Are; Behavioral Data; Screensize-apalooza; Re-engagement and Re-marketing; and Email as Dynamic Platform.
Presenters were Laurie Hood, VP of Product Marketing, Silverpop and Loren McDonald, VP of Industry Relations, Silverpop.
Advanced PPC and What Google Told Us Behind Closed Doorspointit
This document summarizes an advanced PPC seminar presented by Frank Coyle and Joe Weller of Point It!, a Seattle-based search marketing firm. The seminar covered strategies for expanding keywords and search networks, improving sales funnel performance through segmentation and plugging leaks, optimizing keyword performance through match type analysis and negative keyword matching, and understanding the Google Quality Score. Attendees were also informed about upcoming Point It! seminars on PPC, SEO, and landing page optimization.
This document provides an overview of search engine marketing (SEM) and search engine optimization (SEO). It defines SEM as paid search advertising on search engines, while SEO refers to unpaid, organic search results. The document discusses key components of SEM like pay-per-click advertising, the search engine results page, and campaign management tools. It also covers important aspects of SEO like on-page optimization with keywords, metadata, links, and content; off-page factors like links and authority; and the technical implementation of SEO.
An Introduction to Conversion Rate Optimization, Landing Pages & A/B TestingGeorgiana Laudi
UPDATE: The original version of this presentation was deleted from Slideshare by accident.
Slides for “Intro to Conversion Rate Optimization" talk given on May 28th, 2014 at (my former side project) Montreal Girl Geeks event.
B2B Drip Campaigns - 7 Case Studies - MarketingSherpa Jeanne Jennings Oct-2010JeanneJennings.com, Inc.
Drip email campaigns, which educate and nurture leads though the early stages of the sales cycle, are one of the most effective but underused tactics in the B2B world.
Join us to analyze case studies of successful drip email campaigns and learn how to cost-effectively develop and implement one for your business. We’ll cover:
• When a drip email program can help you – and when it can’t
• Creating effective message maps and content
• Timing and number of efforts
• How to effectively track and report on multi-effort drip campaigns
Whether you’re looking to start using drip campaigns or already have some in place that you want to optimize, this is a session you won’t want to miss.
This document summarizes a 101-tip presentation on conversion rate optimization (CRO) given by Josh Patrice. The presentation covers tips related to psychology, testing, user experience, and landing page and ecommerce optimization. Some key tips include leveraging fear and greed in users, using social proof and calls to action, and testing colors, buttons and messages. It also provides tips for crafting the user journey through the AIDA model, matching pages and ads to keywords and users, and reducing distractions and commitments on pages.
Cloudforce Essentials 2012 - 5 Secrets to Winning in SearchSalesforce_APAC
This document provides tips for optimizing a website for search engine rankings. It begins with an overview of how search engines work and the difference between SEO and SEM. The main part of the document outlines the presenter's "5 secrets to search success": 1) using web analytics to measure SEO performance, 2) conducting keyword research, 3) ensuring good crawlability of the site, 4) creating unique, high-quality content, and 5) obtaining and maintaining relevant inbound links. The presentation concludes with recommendations for some free SEO tools.
5 essential google analytics tools for the data driven marketerDemandWave
This webinar discusses 5 essential Google Analytics tools for data-driven marketers. It covers evaluating traffic sources through keywords, creating goals and funnels to track conversions, analyzing social media interactions and conversions, building custom dashboards, using regular expressions to track long-tail keywords and campaign variations, and some additional tips. The webinar emphasizes focusing analytics on outcomes like conversions rather than just traffic, customizing tracking to key business goals, and using metrics to make disciplined decisions.
This presentation is the core PPT used in 3 virtually identical Webinars (DM News, ClickZ and our own) titled "7 Trends to Watch in 2012 and Key Tactics You'll Need to Address Them." The Webinar intent was to lay out 7 trends that digital marketers need to consider in 2012. The trends and ideas fall into 2 camps: Those where you may need to implement the programs simply to catch up to competitors; and those that are still early and you can potentially jump ahead of them.
The 7 trends discussed are: Location-based Marketing; Personality/Humanization of Content; Be Everywhere Your Customers/Prospects Are; Behavioral Data; Screensize-apalooza; Re-engagement and Re-marketing; and Email as Dynamic Platform.
Presenters were Laurie Hood, VP of Product Marketing, Silverpop and Loren McDonald, VP of Industry Relations, Silverpop.
Advanced PPC and What Google Told Us Behind Closed Doorspointit
This document summarizes an advanced PPC seminar presented by Frank Coyle and Joe Weller of Point It!, a Seattle-based search marketing firm. The seminar covered strategies for expanding keywords and search networks, improving sales funnel performance through segmentation and plugging leaks, optimizing keyword performance through match type analysis and negative keyword matching, and understanding the Google Quality Score. Attendees were also informed about upcoming Point It! seminars on PPC, SEO, and landing page optimization.
Adobe Visitor Insights – How Adobe Used Its Experience Platform to Create Beh...Adobe
1. Adobe created a program called Adobe Visitor Insights (AVI) to better utilize data from website visits to provide sales teams with early insights into account behavior and intent.
2. AVI uses Adobe Analytics and Campaign to identify website visitors, gather information on their interactions and interests, and send daily summaries to sales teams to help them proactively connect with prospects.
3. The AVI program has helped sales teams at Adobe engage with customers 6-8 weeks earlier and increased the yield for each sales team by 15% per quarter.
Using Project Management to Manage SEO CampaignsVivastream
The document discusses SEO project management. It describes embedding SEO into marketing strategy by planning SEO programs and making SEO operational. Some key aspects covered include choosing a target area of a website to focus SEO efforts, assessing current search traffic and competitor rankings, projecting potential increased traffic and associated revenue from conversions, and creating operational structures like a search marketing user group or council to coordinate SEO activities across departments.
This document discusses search engine optimization (SEO) project management. It recommends embedding SEO into marketing strategy by choosing target keywords and metrics. It also suggests planning SEO programs by scoping the work, setting goals and benchmarks. Finally, it discusses making SEO operational by training teams, centralizing keyword management, and using metrics and scorecards to monitor and improve performance. The overall message is that SEO requires an organized, cross-functional project management approach.
The document discusses how agencies can develop new sustainable revenue streams using marketing automation. It acknowledges challenges in the industry like decreasing budgets and increased competition. It then outlines benefits of a strategic partnership with Act-On Software, including stabilized revenue, less speculative work, and better client results. Case studies show partners increasing revenue, efficiency and client satisfaction while saving time. The presentation encourages agencies to schedule a demo to learn more.
This document summarizes key points from an internet marketing practices course. It discusses techniques for acquiring website visitors through search engine optimization, social media, and paid advertising. It also covers best practices for converting visitors to customers through usability, affordance, and natural mapping principles. Retaining customers is discussed through customer service, personalization, loyalty programs and email marketing best practices. Metrics like conversion rates and their improvement are also covered.
How to Unlock the ROI of Your Marketing AnalyticsClearPivot
Profit-making businesses expect to grow over time — grow sales and grow in value. Companies that fail to grow are at risk of losing out to the competition, and eventually going under.
Marketing represents the engine of business growth.
Businesses have always needed to accurately identify their niche, develop a strong marketing plan that focus on the target group, and deliver an effective message. Now, they must also develop a keen focus in tracking marketing metrics. Why? Because many businesses spend significant money on their marketing efforts, but then experience disappointment because of poor results.
Smart businesses understand how to utilize analytics to align limited resources with the most effective marketing initiatives to get the most bang for their buck.
Learn how to identify key events — on-site and off-site initiatives — that are critical to filling your sales pipeline.
Conversion Optimization Framework to Build Sustainable and Repeat GrowthTushar Purohit
The goal of the this presentation on Conversion optimization Framework is to remove the guesswork from the conversion optimization process. It provides comprehensive analysis to anyone interested in optimization with a specific methodology to produce consistent results.
While social and mobile seem to get the buzz today, email is still the No. 1 e-commerce traffic driver. A survey by ForeSee Results found that 19 percent of 2010 holiday shoppers came to a website primarily because of a promotional email, while 8 percent arrived via search engine results and only 5 percent used social media.
However, social and mobile will have a huge impact on email marketing in 2011. According to a 2010 Nielsen study, email is now the No. 1 activity on mobile devices, while falling to No. 3 on PCs behind social networking and gaming.
With integrated and social inboxes coming from Facebook, AOL and others, the year will be a challenging one for email marketers. However, these hurdles can become powerful competitive advantages with the right approach and email program.
In this Webinar, Silverpop evangelist Loren McDonald outlines several key trends and their implications for email marketing in 2011 and provide tips for successfully addressing them.
Among the trends Loren will cover:
Social media/networks affecting subscriber expectations from email
More consumers accessing email via mobile devices
The emergence of the integrated and social inbox
Consumers becoming even more "channel choosy"
The increasingly fierce battle for the digital marketing budget
Growing consumer concerns over privacy and personal data use
ISPs/consumers increasing their expectations for "relevant emails."
2 Naild Digital Marketing Overview IndepthKim Williams
The document discusses key aspects of digital marketing including search engine optimization (SEO), pay-per-click (PPC) advertising, and mobile marketing. It provides an overview of SEO and PPC strategies, explaining how they differ and can both be used to achieve high search engine rankings. The document also emphasizes analyzing keyword phrases, optimizing webpages, monitoring campaign performance, and controlling advertising budgets. Additionally, it stresses the growing importance of mobile marketing and detecting mobile users to provide optimized content.
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...MarketingExperiments
The headline is an element that it so simple — you don't need any special coding skills to change headlines on your websites. Yet, headlines require serious attention. In this Web clinic, we shared a headline change that resulted in an 816% increase in conversion, just from understanding the cognitive psychology of the customer.
The headline is so crucial to marketing campaigns that we have three writers performing a meta-analysis of our lab’s more than 15 years of behavioral research measuring real customer reactions to websites and campaigns from B2B, B2C and nonprofit brands.
This Web clinic revealed key discoveries from this meta-analysis to help any marketer — no matter how much or how little copywriting experience they have — create more effective headlines.
You’ll learn actionable principles for creating headlines that work to improve the results of all your marketing campaigns, emails and websites.
The document discusses the lean analytics cycle of metrics, hypothesis, experiment, and act. It provides examples of how Hello Bar used this process to improve their installation rate. They found a low installation rate in metrics, hypothesized that more options would increase installations, tested this in an experiment, and achieved a 40% increase. Through dozens of experiments, their rate increased by 89%. The document encourages analyzing metrics to find opportunities, forming hypotheses through research, rigorously testing hypotheses, and making data-driven decisions.
Leverage your customer data to predict your customers actions - Colin LinskyIBM SPSS Denmark
Presentation from an IBM Business Analytics seminar, held the 22th of november 2012 at IBM Client Center Nordic.
Description:
IBM has studied the success factors needed to create optimal customer experiences. Analysis is a key factor to recognize the most profitable customers, optimize sales activity and pricing as well as improve the quality of the company's encounter with the customer. We discuss how to use your customer data actively to predict and influence future customer behavior and create loyal customers.
Colin Linsky, Predictive Analytics Worldwide Retail Sector Leader, IBM
1) Personalization enhances the visitor experience on a website by tailoring certain functions based on predefined user factors like profile, preferences, and behavior.
2) There are different types of personalization including explicit, implicit, adaptive, and hybrid approaches. Measurement of website usage is also important through analytics to understand user behavior and optimize the experience.
3) Trends in personalization and measurement include rise of mobile, behavioral targeting, big data, and more integration of data sources for more sophisticated analysis and personalization. Understanding user context is key to making metrics truly meaningful.
This document provides guidance on rethinking web analytics in three main areas:
1. Move beyond traditional clickstream analytics to consider multiple outcomes, voice of the customer feedback, and competitive intelligence.
2. Emphasize experimentation through A/B testing to identify highest performing pages, ads, and options based on customer behavior rather than opinions.
3. Analyze data at a more granular level through segmentation to understand loyal customers and identify improvement opportunities rather than relying on aggregate metrics.
Email Summit 2015: Top takeaways from this year's best sessionsMarketingSherpa
You give us 30 minutes, and we'll give you all of the greatest takeaways from two days of MarketingSherpa Email Summit 2015 sessions.
In our next MarketingSherpa webinar, sponsored by BlueHornet, we'll present the most valuable content from more than 13 sessions presented by marketers with transferable and inspirational insights into what works, and what doesn't, in email marketing today.
Join Daniel Burstein, Director of Editorial Content, and Jessica Lorenz, Event Content Manager, both of MarketingSherpa, for the in-depth recap of Email Summit 2015 to get ahead of your competition this year.
Conversion Rate Optimisation: Making The Most of Your Website (Service Networ...Marty Hayes
Venture Stream's Digital Director, Marty Hayes, presented on one of their favourite topics, Conversion Rate Optimisation (CRO) as part of Service Network's events series.
The document provides information about various Google algorithm updates, including Link Spam, Spam, Page Experience, Product Reviews, Passage Ranking, Core Algorithm, Featured Snippet Deduplication, Mobile-First Indexing, BERT, Medic Core, Speed, Fred, Possum, RankBrain, Mobile geddon, and Pigeon updates. It describes the purpose of each update, potential hazards websites may face, and tips on how to stay safe and optimize websites for each update.
Google Analytics is a free service offered by Google that provides website statistics and reports on visitors and transactions. It provides dashboards and detailed reports on traffic sources, user behavior on the site like what pages they view and how long they spend, and conversion metrics. It helps with optimization of websites, landing pages, and AdWords campaigns by providing insights into user behavior and performance. The Fox Group is a consulting company that assists companies like physicians and hospitals with their online presence through services like website development, search engine optimization, social media integration and analytics reporting to help educate patients and engage with them online.
The Conversion Optimization System: 14 Steps for More Conversions and More Sales
Are you struggling with low website conversion rates? Not sure how to increase your online sales? This is the master class for you. The Conversion Optimization System is a 14-steps process to produce repeatable and consistent increases in website conversion rates. The system has been successful used on over 500 projects and conducted more than 7,000 successful A/B tests with it. Discover the process that has been used by some of the top online companies such as eBay, 3M, O'Reilly and many others.
Be prepared to discover the real secret of conducting a successful CRO project including:
1. Conducting heuristic analysis
2. Conducting qualitative and quantitative analysis
3. Creating a conversion roadmap
4. Testing a test hypothesis
5. Conduct A/B test
Google Analytics is a free tool offered by Google that allows users to track and analyze website traffic. It provides metrics on visitors, traffic sources, popular content, and how traffic changes over time. Users can gain insights into what drives traffic to their site and how to improve conversions. Google Analytics has a basic free version for sites with up to 5 million pageviews per month and premium versions for unlimited traffic.
Adobe Visitor Insights – How Adobe Used Its Experience Platform to Create Beh...Adobe
1. Adobe created a program called Adobe Visitor Insights (AVI) to better utilize data from website visits to provide sales teams with early insights into account behavior and intent.
2. AVI uses Adobe Analytics and Campaign to identify website visitors, gather information on their interactions and interests, and send daily summaries to sales teams to help them proactively connect with prospects.
3. The AVI program has helped sales teams at Adobe engage with customers 6-8 weeks earlier and increased the yield for each sales team by 15% per quarter.
Using Project Management to Manage SEO CampaignsVivastream
The document discusses SEO project management. It describes embedding SEO into marketing strategy by planning SEO programs and making SEO operational. Some key aspects covered include choosing a target area of a website to focus SEO efforts, assessing current search traffic and competitor rankings, projecting potential increased traffic and associated revenue from conversions, and creating operational structures like a search marketing user group or council to coordinate SEO activities across departments.
This document discusses search engine optimization (SEO) project management. It recommends embedding SEO into marketing strategy by choosing target keywords and metrics. It also suggests planning SEO programs by scoping the work, setting goals and benchmarks. Finally, it discusses making SEO operational by training teams, centralizing keyword management, and using metrics and scorecards to monitor and improve performance. The overall message is that SEO requires an organized, cross-functional project management approach.
The document discusses how agencies can develop new sustainable revenue streams using marketing automation. It acknowledges challenges in the industry like decreasing budgets and increased competition. It then outlines benefits of a strategic partnership with Act-On Software, including stabilized revenue, less speculative work, and better client results. Case studies show partners increasing revenue, efficiency and client satisfaction while saving time. The presentation encourages agencies to schedule a demo to learn more.
This document summarizes key points from an internet marketing practices course. It discusses techniques for acquiring website visitors through search engine optimization, social media, and paid advertising. It also covers best practices for converting visitors to customers through usability, affordance, and natural mapping principles. Retaining customers is discussed through customer service, personalization, loyalty programs and email marketing best practices. Metrics like conversion rates and their improvement are also covered.
How to Unlock the ROI of Your Marketing AnalyticsClearPivot
Profit-making businesses expect to grow over time — grow sales and grow in value. Companies that fail to grow are at risk of losing out to the competition, and eventually going under.
Marketing represents the engine of business growth.
Businesses have always needed to accurately identify their niche, develop a strong marketing plan that focus on the target group, and deliver an effective message. Now, they must also develop a keen focus in tracking marketing metrics. Why? Because many businesses spend significant money on their marketing efforts, but then experience disappointment because of poor results.
Smart businesses understand how to utilize analytics to align limited resources with the most effective marketing initiatives to get the most bang for their buck.
Learn how to identify key events — on-site and off-site initiatives — that are critical to filling your sales pipeline.
Conversion Optimization Framework to Build Sustainable and Repeat GrowthTushar Purohit
The goal of the this presentation on Conversion optimization Framework is to remove the guesswork from the conversion optimization process. It provides comprehensive analysis to anyone interested in optimization with a specific methodology to produce consistent results.
While social and mobile seem to get the buzz today, email is still the No. 1 e-commerce traffic driver. A survey by ForeSee Results found that 19 percent of 2010 holiday shoppers came to a website primarily because of a promotional email, while 8 percent arrived via search engine results and only 5 percent used social media.
However, social and mobile will have a huge impact on email marketing in 2011. According to a 2010 Nielsen study, email is now the No. 1 activity on mobile devices, while falling to No. 3 on PCs behind social networking and gaming.
With integrated and social inboxes coming from Facebook, AOL and others, the year will be a challenging one for email marketers. However, these hurdles can become powerful competitive advantages with the right approach and email program.
In this Webinar, Silverpop evangelist Loren McDonald outlines several key trends and their implications for email marketing in 2011 and provide tips for successfully addressing them.
Among the trends Loren will cover:
Social media/networks affecting subscriber expectations from email
More consumers accessing email via mobile devices
The emergence of the integrated and social inbox
Consumers becoming even more "channel choosy"
The increasingly fierce battle for the digital marketing budget
Growing consumer concerns over privacy and personal data use
ISPs/consumers increasing their expectations for "relevant emails."
2 Naild Digital Marketing Overview IndepthKim Williams
The document discusses key aspects of digital marketing including search engine optimization (SEO), pay-per-click (PPC) advertising, and mobile marketing. It provides an overview of SEO and PPC strategies, explaining how they differ and can both be used to achieve high search engine rankings. The document also emphasizes analyzing keyword phrases, optimizing webpages, monitoring campaign performance, and controlling advertising budgets. Additionally, it stresses the growing importance of mobile marketing and detecting mobile users to provide optimized content.
How to Write Headlines That Convert: Key discoveries from a meta-analysis of ...MarketingExperiments
The headline is an element that it so simple — you don't need any special coding skills to change headlines on your websites. Yet, headlines require serious attention. In this Web clinic, we shared a headline change that resulted in an 816% increase in conversion, just from understanding the cognitive psychology of the customer.
The headline is so crucial to marketing campaigns that we have three writers performing a meta-analysis of our lab’s more than 15 years of behavioral research measuring real customer reactions to websites and campaigns from B2B, B2C and nonprofit brands.
This Web clinic revealed key discoveries from this meta-analysis to help any marketer — no matter how much or how little copywriting experience they have — create more effective headlines.
You’ll learn actionable principles for creating headlines that work to improve the results of all your marketing campaigns, emails and websites.
The document discusses the lean analytics cycle of metrics, hypothesis, experiment, and act. It provides examples of how Hello Bar used this process to improve their installation rate. They found a low installation rate in metrics, hypothesized that more options would increase installations, tested this in an experiment, and achieved a 40% increase. Through dozens of experiments, their rate increased by 89%. The document encourages analyzing metrics to find opportunities, forming hypotheses through research, rigorously testing hypotheses, and making data-driven decisions.
Leverage your customer data to predict your customers actions - Colin LinskyIBM SPSS Denmark
Presentation from an IBM Business Analytics seminar, held the 22th of november 2012 at IBM Client Center Nordic.
Description:
IBM has studied the success factors needed to create optimal customer experiences. Analysis is a key factor to recognize the most profitable customers, optimize sales activity and pricing as well as improve the quality of the company's encounter with the customer. We discuss how to use your customer data actively to predict and influence future customer behavior and create loyal customers.
Colin Linsky, Predictive Analytics Worldwide Retail Sector Leader, IBM
1) Personalization enhances the visitor experience on a website by tailoring certain functions based on predefined user factors like profile, preferences, and behavior.
2) There are different types of personalization including explicit, implicit, adaptive, and hybrid approaches. Measurement of website usage is also important through analytics to understand user behavior and optimize the experience.
3) Trends in personalization and measurement include rise of mobile, behavioral targeting, big data, and more integration of data sources for more sophisticated analysis and personalization. Understanding user context is key to making metrics truly meaningful.
This document provides guidance on rethinking web analytics in three main areas:
1. Move beyond traditional clickstream analytics to consider multiple outcomes, voice of the customer feedback, and competitive intelligence.
2. Emphasize experimentation through A/B testing to identify highest performing pages, ads, and options based on customer behavior rather than opinions.
3. Analyze data at a more granular level through segmentation to understand loyal customers and identify improvement opportunities rather than relying on aggregate metrics.
Email Summit 2015: Top takeaways from this year's best sessionsMarketingSherpa
You give us 30 minutes, and we'll give you all of the greatest takeaways from two days of MarketingSherpa Email Summit 2015 sessions.
In our next MarketingSherpa webinar, sponsored by BlueHornet, we'll present the most valuable content from more than 13 sessions presented by marketers with transferable and inspirational insights into what works, and what doesn't, in email marketing today.
Join Daniel Burstein, Director of Editorial Content, and Jessica Lorenz, Event Content Manager, both of MarketingSherpa, for the in-depth recap of Email Summit 2015 to get ahead of your competition this year.
Conversion Rate Optimisation: Making The Most of Your Website (Service Networ...Marty Hayes
Venture Stream's Digital Director, Marty Hayes, presented on one of their favourite topics, Conversion Rate Optimisation (CRO) as part of Service Network's events series.
The document provides information about various Google algorithm updates, including Link Spam, Spam, Page Experience, Product Reviews, Passage Ranking, Core Algorithm, Featured Snippet Deduplication, Mobile-First Indexing, BERT, Medic Core, Speed, Fred, Possum, RankBrain, Mobile geddon, and Pigeon updates. It describes the purpose of each update, potential hazards websites may face, and tips on how to stay safe and optimize websites for each update.
Google Analytics is a free service offered by Google that provides website statistics and reports on visitors and transactions. It provides dashboards and detailed reports on traffic sources, user behavior on the site like what pages they view and how long they spend, and conversion metrics. It helps with optimization of websites, landing pages, and AdWords campaigns by providing insights into user behavior and performance. The Fox Group is a consulting company that assists companies like physicians and hospitals with their online presence through services like website development, search engine optimization, social media integration and analytics reporting to help educate patients and engage with them online.
The Conversion Optimization System: 14 Steps for More Conversions and More Sales
Are you struggling with low website conversion rates? Not sure how to increase your online sales? This is the master class for you. The Conversion Optimization System is a 14-steps process to produce repeatable and consistent increases in website conversion rates. The system has been successful used on over 500 projects and conducted more than 7,000 successful A/B tests with it. Discover the process that has been used by some of the top online companies such as eBay, 3M, O'Reilly and many others.
Be prepared to discover the real secret of conducting a successful CRO project including:
1. Conducting heuristic analysis
2. Conducting qualitative and quantitative analysis
3. Creating a conversion roadmap
4. Testing a test hypothesis
5. Conduct A/B test
Google Analytics is a free tool offered by Google that allows users to track and analyze website traffic. It provides metrics on visitors, traffic sources, popular content, and how traffic changes over time. Users can gain insights into what drives traffic to their site and how to improve conversions. Google Analytics has a basic free version for sites with up to 5 million pageviews per month and premium versions for unlimited traffic.
The document discusses various topics related to web metrics and analytics tools. It provides an overview of factors to consider when choosing tools, such as organizational needs, costs, implementation challenges, and level of sophistication required. It also covers specific metrics like visitor acquisition, segmentation, time on site, click density and heat maps. The document emphasizes focusing on a handful of key performance indicators rather than all possible metrics, and approaches like optimizing the customer journey and lifecycle. Overall it provides guidance on setting up an effective analytics program.
This document provides an overview of the analytics company Webtrends, including its history, products, solutions, comparisons to competitors, implementation requirements, and support offerings. Founded in 1993, Webtrends offers digital measurement, conversion optimization, campaign optimization, and collaboration optimization solutions. It compares favorably to competitors but has a higher cost than free tools like Google Analytics. Implementation requires dedicated servers and staff time to configure and optimize the system. Webtrends provides extensive online documentation and customer support.
Snowplow at DA Hub emerging technology showcaseyalisassoon
This document discusses Snowplow Analytics and its approach to reinventing digital analytics. Snowplow allows users to define their own event types, track events across all channels, and answer any questions by storing all digital event data in their own data warehouse. This enables users to join their data to other data sets, pick their own processing logic, and plug in any analytics tools. Snowplow is also open source, free, allows users to own their data and intelligence, and is scalable for tracking large volumes of events.
iLive2014 Presentation | Viljo Vabrit - A bulletproof roadmap to boost your o...iLive Conference
Viljo believes that to remain competitive you should constantly improve your website. In his presentation he will give an answer to the question “How to identify where your website is leaking money and how to eliminate those leaks”. Viljo is going to walk you through the process you can use to identify and plug the leaks. He will introduce practical tools and guidelines how to identify problematic areas on a website and strategies how to work out treatments and run A/B tests to improve online sales. Viljo will share examples from real online businesses and proven methodology to improve online conversions. The methodology includes many important details that help optimizers to form better test hypothesis and get better results faster.
From Search to Transaction: How to Master the Customer ExperienceBotify
When it comes to purchases, two things are critical: driving visitors to your website and ensuring a positive experience once they’re there. In this joint webinar, Petra Kis-Herczegh, SEO Solutions Consultant at Botify is joined by Hamish Bones of customer experience optimisation experts, AB Tasty. Learn how to create the most relevant, optimised journey from discovery through to transaction.
This document provides a cheat sheet on conversion rate optimization (CRO). It defines CRO as changing website aspects to increase leads, sales, subscribers, etc. by understanding what visitors want and delivering that experience. The document recommends using plug-and-play CRO tools for easy testing of page variations. It outlines how to plan tests by prioritizing high-traffic pages and estimating potential impact. It also provides tips on patiently testing variations, analyzing results, making permanent changes if successful, and continually optimizing the website.
Making Better Decisions with Google Analyticselliottkoppel
Web analytics involves measuring website data to understand user behavior and optimize the user experience. Goals in Google Analytics define desired user actions like form submissions, duration on site, and page views. Setting up goals allows calculating conversion rates and goal value. Page value metrics show which pages contribute most to goals. Custom segments provide deeper insights into user groups. A/B testing and heat maps help improve conversions and the user experience. Common Google Analytics setup issues include unrealistic bounce rates, self-referrals, missing search keywords, and direct traffic spikes.
The document discusses the goals and challenges of web analytics. It outlines four main goals of web analytics: to better understand users, make decisions based on data, improve the website by removing barriers, and improve conversions and sales. It also discusses challenges such as acting on findings and identifying the most important metrics to focus on.
Google Analytics presentation given by Ben Rogers - Director, Attacat to the Edinburgh Chamber of Commerce during October 2010. Actionable Insights with Google Analytics.
Creating And Measuring A Compelling Path To PurchaseJustin Adler
An e-commerce site faces different challenges compared to selling through a brick and mortar shop. Should your business sink time into an inbound strategy or rely on paid traffic? How effective is each and what are the pitfalls you should watch out for? This talk will discuss the most effective ways to prospect new customers, benchmark the expected results of each, and explore why your business need to invest in acquisition overall. Attendees will learn about different attributional models (and their applications) as well as key metrics for benchmarking channel performance. Ultimately, we will explore the optimal model for sustainable e-commerce growth.
This document provides information about a session on clickstream analysis and web analytics. The session aims to provide students with an understanding of clickstream data collection, analysis, and interpretation to optimize digital experiences. Key topics covered include clickstream analysis, multiple outcome analysis, experimentation and testing, competitive intelligence, and incorporating customer feedback. The session learning outcomes are for students to apply clickstream data to improve digital experiences and use competitive intelligence to inform decision-making.
Radically Improve Conversion Rates - eMSF 2009Kayden Kelly
See how to methodically and radically improve your conversion rate through quantitative and qualitative tools like Google Analytics, Website Optimizer, Crazy Egg, 4Q Survey and more.
Conversion rate optimization (CRO) is a systematic process of getting more visitors to take a specific desired action on a website or app. It involves setting goals, measuring data, analyzing insights, testing hypotheses, and continually optimizing based on results. The key is to move away from random guesses and instead understand visitor behavior through analytics, heuristics testing, A/B testing, and other techniques to identify areas that reduce friction or increase motivation for conversions. Done effectively, CRO is essential for growing a business as search engine optimization and pay-per-click advertising become more difficult and expensive.
Conversion Rate Optimization for Business GrowthReapDigital
Conversion rate optimization is often limited to testing elements of a website. Button colors, button sizes, images and image placements are few common elements that are tested for optimization. Conversion Rate Optimization can be easily used to optimize beyond website elements to optimize business outcomes.
In this webinar, we will discuss how psychological theories, behavioral insights, research insights and insights through usability testing can be used to build hypothesis for testing. We will also discuss how these hypotheses can be effectively tested and implemented to gain optimum business outcomes.
A guide to helping start-ups with building and operating data systems for growth. Highlights what makes a good metric, how to define the right metrics for your business, and then how to build data infrastructure so that you can collect the relevant data.
Presented at Grow Camp 2018 in MaRS Discovery District in Toronto, Canada.
This document discusses how to avoid "analysis paralysis" when working with website analytics data. It provides tips for getting organized, focusing on actionable metrics, and testing changes. The key recommendations are to clearly define goals and key performance indicators, configure custom reports, use advanced segments and event tracking, focus on actionable metrics like bounce rate and conversion rate, and regularly test changes through A/B testing to improve performance.
The Scalable Way: Unlocking Data To Drive Great Customer Experience and Conve...VWO
Watch this webinar to understand how some of the leading Fortune 2000 organizations have built a robust and scalable process to turn data into insights, and to use insights to elevate their CX leading to drastically higher conversions and in turn Revenue/ROI.
The Six Steps to Building an Online Sales Machine Clint Macklin
The document outlines the six steps to building an online sales machine as presented by Clint Macklin and Matt Dombrow. The six steps are: 1) information gathering, 2) content development, 3) design, 4) functionality, 5) the three laws of online marketing, and 6) converting clicks to customers. Key aspects of each step are defined, such as developing a site map and call to actions in the content step, and focusing on language and value in the laws of online marketing step. The goal is to use iterative testing to maximize conversion rates at each step of the process.
Clover Rings Up Digital Growth to Drive ExperimentationOptimizely
Monil Shah from Clover presented on how Clover uses experimentation to drive digital growth. Clover started with walk experiments to test small changes and validate hypotheses. They then increased their experiment velocity by prioritizing high impact experiments and defining success metrics upfront. Clover also developed processes to conclude experiments early if clearly winning or losing, and to iterate based on experiment learnings. Clover evangelized experimentation across the company by finding executive sponsors, involving multiple teams, and educating and incentivizing experimentation.
My presentation at ProductCamp Helsinki: "Analytics is the Bookkeeping of Marketing." The world is full of data and yet so many organizations struggle to use it wisely. Analytics is the bookkeeping of marketing – like profit and balance sheets are for the business. In this session Petri is covering common pitfalls of analytics. He is also showing Google Analytics auditing results and telling about couple of advanced analytics examples.
Similar to 6910 week 8 - testing & optimization (20)
GraphRAG for Life Science to increase LLM accuracyTomaz Bratanic
GraphRAG for life science domain, where you retriever information from biomedical knowledge graphs using LLMs to increase the accuracy and performance of generated answers
Taking AI to the Next Level in Manufacturing.pdfssuserfac0301
Read Taking AI to the Next Level in Manufacturing to gain insights on AI adoption in the manufacturing industry, such as:
1. How quickly AI is being implemented in manufacturing.
2. Which barriers stand in the way of AI adoption.
3. How data quality and governance form the backbone of AI.
4. Organizational processes and structures that may inhibit effective AI adoption.
6. Ideas and approaches to help build your organization's AI strategy.
Trusted Execution Environment for Decentralized Process MiningLucaBarbaro3
Presentation of the paper "Trusted Execution Environment for Decentralized Process Mining" given during the CAiSE 2024 Conference in Cyprus on June 7, 2024.
Fueling AI with Great Data with Airbyte WebinarZilliz
This talk will focus on how to collect data from a variety of sources, leveraging this data for RAG and other GenAI use cases, and finally charting your course to productionalization.
In the rapidly evolving landscape of technologies, XML continues to play a vital role in structuring, storing, and transporting data across diverse systems. The recent advancements in artificial intelligence (AI) present new methodologies for enhancing XML development workflows, introducing efficiency, automation, and intelligent capabilities. This presentation will outline the scope and perspective of utilizing AI in XML development. The potential benefits and the possible pitfalls will be highlighted, providing a balanced view of the subject.
We will explore the capabilities of AI in understanding XML markup languages and autonomously creating structured XML content. Additionally, we will examine the capacity of AI to enrich plain text with appropriate XML markup. Practical examples and methodological guidelines will be provided to elucidate how AI can be effectively prompted to interpret and generate accurate XML markup.
Further emphasis will be placed on the role of AI in developing XSLT, or schemas such as XSD and Schematron. We will address the techniques and strategies adopted to create prompts for generating code, explaining code, or refactoring the code, and the results achieved.
The discussion will extend to how AI can be used to transform XML content. In particular, the focus will be on the use of AI XPath extension functions in XSLT, Schematron, Schematron Quick Fixes, or for XML content refactoring.
The presentation aims to deliver a comprehensive overview of AI usage in XML development, providing attendees with the necessary knowledge to make informed decisions. Whether you’re at the early stages of adopting AI or considering integrating it in advanced XML development, this presentation will cover all levels of expertise.
By highlighting the potential advantages and challenges of integrating AI with XML development tools and languages, the presentation seeks to inspire thoughtful conversation around the future of XML development. We’ll not only delve into the technical aspects of AI-powered XML development but also discuss practical implications and possible future directions.
This presentation provides valuable insights into effective cost-saving techniques on AWS. Learn how to optimize your AWS resources by rightsizing, increasing elasticity, picking the right storage class, and choosing the best pricing model. Additionally, discover essential governance mechanisms to ensure continuous cost efficiency. Whether you are new to AWS or an experienced user, this presentation provides clear and practical tips to help you reduce your cloud costs and get the most out of your budget.
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfMalak Abu Hammad
Discover how MongoDB Atlas and vector search technology can revolutionize your application's search capabilities. This comprehensive presentation covers:
* What is Vector Search?
* Importance and benefits of vector search
* Practical use cases across various industries
* Step-by-step implementation guide
* Live demos with code snippets
* Enhancing LLM capabilities with vector search
* Best practices and optimization strategies
Perfect for developers, AI enthusiasts, and tech leaders. Learn how to leverage MongoDB Atlas to deliver highly relevant, context-aware search results, transforming your data retrieval process. Stay ahead in tech innovation and maximize the potential of your applications.
#MongoDB #VectorSearch #AI #SemanticSearch #TechInnovation #DataScience #LLM #MachineLearning #SearchTechnology
Main news related to the CCS TSI 2023 (2023/1695)Jakub Marek
An English 🇬🇧 translation of a presentation to the speech I gave about the main changes brought by CCS TSI 2023 at the biggest Czech conference on Communications and signalling systems on Railways, which was held in Clarion Hotel Olomouc from 7th to 9th November 2023 (konferenceszt.cz). Attended by around 500 participants and 200 on-line followers.
The original Czech 🇨🇿 version of the presentation can be found here: https://www.slideshare.net/slideshow/hlavni-novinky-souvisejici-s-ccs-tsi-2023-2023-1695/269688092 .
The videorecording (in Czech) from the presentation is available here: https://youtu.be/WzjJWm4IyPk?si=SImb06tuXGb30BEH .
Skybuffer AI: Advanced Conversational and Generative AI Solution on SAP Busin...Tatiana Kojar
Skybuffer AI, built on the robust SAP Business Technology Platform (SAP BTP), is the latest and most advanced version of our AI development, reaffirming our commitment to delivering top-tier AI solutions. Skybuffer AI harnesses all the innovative capabilities of the SAP BTP in the AI domain, from Conversational AI to cutting-edge Generative AI and Retrieval-Augmented Generation (RAG). It also helps SAP customers safeguard their investments into SAP Conversational AI and ensure a seamless, one-click transition to SAP Business AI.
With Skybuffer AI, various AI models can be integrated into a single communication channel such as Microsoft Teams. This integration empowers business users with insights drawn from SAP backend systems, enterprise documents, and the expansive knowledge of Generative AI. And the best part of it is that it is all managed through our intuitive no-code Action Server interface, requiring no extensive coding knowledge and making the advanced AI accessible to more users.
Your One-Stop Shop for Python Success: Top 10 US Python Development Providersakankshawande
Simplify your search for a reliable Python development partner! This list presents the top 10 trusted US providers offering comprehensive Python development services, ensuring your project's success from conception to completion.
Building Production Ready Search Pipelines with Spark and MilvusZilliz
Spark is the widely used ETL tool for processing, indexing and ingesting data to serving stack for search. Milvus is the production-ready open-source vector database. In this talk we will show how to use Spark to process unstructured data to extract vector representations, and push the vectors to Milvus vector database for search serving.
Dive into the realm of operating systems (OS) with Pravash Chandra Das, a seasoned Digital Forensic Analyst, as your guide. 🚀 This comprehensive presentation illuminates the core concepts, types, and evolution of OS, essential for understanding modern computing landscapes.
Beginning with the foundational definition, Das clarifies the pivotal role of OS as system software orchestrating hardware resources, software applications, and user interactions. Through succinct descriptions, he delineates the diverse types of OS, from single-user, single-task environments like early MS-DOS iterations, to multi-user, multi-tasking systems exemplified by modern Linux distributions.
Crucial components like the kernel and shell are dissected, highlighting their indispensable functions in resource management and user interface interaction. Das elucidates how the kernel acts as the central nervous system, orchestrating process scheduling, memory allocation, and device management. Meanwhile, the shell serves as the gateway for user commands, bridging the gap between human input and machine execution. 💻
The narrative then shifts to a captivating exploration of prominent desktop OSs, Windows, macOS, and Linux. Windows, with its globally ubiquitous presence and user-friendly interface, emerges as a cornerstone in personal computing history. macOS, lauded for its sleek design and seamless integration with Apple's ecosystem, stands as a beacon of stability and creativity. Linux, an open-source marvel, offers unparalleled flexibility and security, revolutionizing the computing landscape. 🖥️
Moving to the realm of mobile devices, Das unravels the dominance of Android and iOS. Android's open-source ethos fosters a vibrant ecosystem of customization and innovation, while iOS boasts a seamless user experience and robust security infrastructure. Meanwhile, discontinued platforms like Symbian and Palm OS evoke nostalgia for their pioneering roles in the smartphone revolution.
The journey concludes with a reflection on the ever-evolving landscape of OS, underscored by the emergence of real-time operating systems (RTOS) and the persistent quest for innovation and efficiency. As technology continues to shape our world, understanding the foundations and evolution of operating systems remains paramount. Join Pravash Chandra Das on this illuminating journey through the heart of computing. 🌟
HCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAUpanagenda
Webinar Recording: https://www.panagenda.com/webinars/hcl-notes-und-domino-lizenzkostenreduzierung-in-der-welt-von-dlau/
DLAU und die Lizenzen nach dem CCB- und CCX-Modell sind für viele in der HCL-Community seit letztem Jahr ein heißes Thema. Als Notes- oder Domino-Kunde haben Sie vielleicht mit unerwartet hohen Benutzerzahlen und Lizenzgebühren zu kämpfen. Sie fragen sich vielleicht, wie diese neue Art der Lizenzierung funktioniert und welchen Nutzen sie Ihnen bringt. Vor allem wollen Sie sicherlich Ihr Budget einhalten und Kosten sparen, wo immer möglich. Das verstehen wir und wir möchten Ihnen dabei helfen!
Wir erklären Ihnen, wie Sie häufige Konfigurationsprobleme lösen können, die dazu führen können, dass mehr Benutzer gezählt werden als nötig, und wie Sie überflüssige oder ungenutzte Konten identifizieren und entfernen können, um Geld zu sparen. Es gibt auch einige Ansätze, die zu unnötigen Ausgaben führen können, z. B. wenn ein Personendokument anstelle eines Mail-Ins für geteilte Mailboxen verwendet wird. Wir zeigen Ihnen solche Fälle und deren Lösungen. Und natürlich erklären wir Ihnen das neue Lizenzmodell.
Nehmen Sie an diesem Webinar teil, bei dem HCL-Ambassador Marc Thomas und Gastredner Franz Walder Ihnen diese neue Welt näherbringen. Es vermittelt Ihnen die Tools und das Know-how, um den Überblick zu bewahren. Sie werden in der Lage sein, Ihre Kosten durch eine optimierte Domino-Konfiguration zu reduzieren und auch in Zukunft gering zu halten.
Diese Themen werden behandelt
- Reduzierung der Lizenzkosten durch Auffinden und Beheben von Fehlkonfigurationen und überflüssigen Konten
- Wie funktionieren CCB- und CCX-Lizenzen wirklich?
- Verstehen des DLAU-Tools und wie man es am besten nutzt
- Tipps für häufige Problembereiche, wie z. B. Team-Postfächer, Funktions-/Testbenutzer usw.
- Praxisbeispiele und Best Practices zum sofortigen Umsetzen
TrustArc Webinar - 2024 Global Privacy SurveyTrustArc
How does your privacy program stack up against your peers? What challenges are privacy teams tackling and prioritizing in 2024?
In the fifth annual Global Privacy Benchmarks Survey, we asked over 1,800 global privacy professionals and business executives to share their perspectives on the current state of privacy inside and outside of their organizations. This year’s report focused on emerging areas of importance for privacy and compliance professionals, including considerations and implications of Artificial Intelligence (AI) technologies, building brand trust, and different approaches for achieving higher privacy competence scores.
See how organizational priorities and strategic approaches to data security and privacy are evolving around the globe.
This webinar will review:
- The top 10 privacy insights from the fifth annual Global Privacy Benchmarks Survey
- The top challenges for privacy leaders, practitioners, and organizations in 2024
- Key themes to consider in developing and maintaining your privacy program
4. Testing
A/B Tests:
Multi Variety Tests:
vs.
It's Time
Expedia
Hero
Numbers
Offer
only
It's Time
Expedia
Hero
Numbers
Offer
only
It's Time
Expedia
Hero
Numbers
Offer
only
Go
Search
Now
Book
Now
= Test cells executed during test
= Test cells evaluated but not executed
Offer - Up to 50% offOffer - Book together and SaveOffer - Start Saving
5. A/B Test Example:
Videos continue to score higher in NSAT and PSAT, but under perform in conversions.
NSAT Results - FYQ2
2011
With video results were stat. significantly higher
Unique
Visitors
NSAT PSAT
FPP Upgrade
Conv. Rate
Avg.
Revenue
(All SKUs)
Compare w/o
Video
186,330 108 134 0.35% $1.13
Compare with
Video
187,185 124 136 0.30% $0.95
Lift 16 2 (0.05%) ($0.18)
*PSAT lift only has a stat. significance of 91%, all other are +99%
FYQ2 results are inline with Septembers
findings, which showed adding a video to the compare
page has had a positive impact on visitor‟s NSAT and
PSAT scores.
A possible down side to adding more videos is they
may serve as a distraction, causing visitors to miss the
Buy Now button and lowering conversion rates.
Numbers have been doctored to hide client sensitive data
6. Multivariate Tests
Full factorial – test every possible variation. For example if you are testing four
different elements and four variations of three element you are looking at 4 x 3 x 3 =
36 combinations.
Partial factorial – Partial factorial tests can be set up in a way that allows you to infer
results, the Taguchi method is probably the most commonly used method.
It's Time
Expedia
Hero
Numbers
Offer
only
It's Time
Expedia
Hero
Numbers
Offer
only
It's Time
Expedia
Hero
Numbers
Offer
only
Go
Search
Now
Book
Now
= Test cells executed during test
= Test cells evaluated but not executed
Offer - Up to 50% offOffer - Book together and SaveOffer - Start Saving
7. Offer
Call to Action
Message*
Shopping Rate by Call to Action
165
191
180
150
180
210
Book Now Search Now Go
ShoppingRatepermillioncookies
Shopping Rate by Offer
157
200
179
150
180
210
Tanning Beach Cruise Bay Bridge
ShoppingRatepermillioncookies
Image
Multivariate Example:
Shopping Rate by Call to Action
176
159
201
179
150
180
210
Expedia as Hero It's Time Offer Only Numbers
ShoppingRatepermillioncookies
Shopping Rate by Offer
174
183
180
150
180
210
Book Together and Save 50% off Hotels Generic
ShoppingRatepermillioncookies
_____
8. Pros and Cons
Pros Cons
A/B Test • Set up is relatively easy
• Analysis is easier
• Don‟t need much of a stats
background to interpret results
• Easy to get sucked into testing too
many things at once
• A and B need to be different
enough to get results
• Time consuming to test on
element at a time
Multivariate Test • Less political push back,
everyone gets to test their idea
• Get all of the analysis done in
one shot
• Easy to mess up
• Tools are a black box, or do it your
self + your best PhD stats buddy
• Need a lot of volume or time
9. Testing Recommendations
Start with high impact tests:
• Test home/landing pages
• Test Conversions i.e. sign-up forms, cart/purchase
pages, etc.
• Test ad design
• Price tests (a hard one politically to pull off)
Other great things to tests:
• Test landing page/deep linking
• Page Heros
10. Testing Best Practices
• Start with a hypothesis – Don‟t just start testing random stuff like
colors unless you have a good reason.
• Set goals – Looking to improve conversion rate by x%
• What is significant – We‟re not testing drugs, no one‟s life is on the
line so 99.9% statistical significance is probably over kill, but what
about say 60%???
11. More Testing Tips
• Get help – Setting up the test, searching through your old stats
notes can be a challenge. Don‟t
• Make it fun/interesting – It takes a lot to pull of a good test:
UX, creative team, site dev, analysts, and maybe more. Plus
someone‟s budget. Everyone has an opinion and/or theory, you can
use that to get momentum for a testing project.
At Getty we held a company wide contest to see who could pick the
winner of a multivariate test. There were +300 possible combinations
and everyone got to vote on which one they thought would be the
winner.
16. Combining attitudinal & behavioral data
The End Action scorecard was originally designed to value experiences based on shifts in attitudes.
For Q4 2010, we added Microsoft Store Purchase behavior as well:
17. End Action conversion rates
Using End Action cookie data we can report on a more accurate conversion
rate.
If we assume most site visits don‟t last longer than 30 minutes, we can conclude less than half of Store buyers (43%) make a
purchase during their first site visit. The remaining purchasers return later (sometimes days later) to complete their purchase. Using
End Action cookie data site visitors who read a product review, leave the Shop page, and return later to finally make a purchase will
still be counted when reporting on site visitors who read a product review and then made a purchase.
Numbers have been doctored to hide client sensitive data
20. EA measures correlations, not causation
Example: People who watch 7 Second demos have 10% higher Win.com NSAT than people who don‟t watch demos
However, EA quantifies correlation, not causation
• Cannot immediately say: Watching videos makes people more 10% satisfied
• This requires additional information such as specific testing, observation, and insight
21. Survey timing can create respondent biases
Site visitors are invited to take the EA survey as soon as they leave the windows domain. So, as site visitors
move further down the funnel, survey respondents start to look more like visitors who are abandoning their cart
vs. purchasers. This can be seen in the illustration below.
In this example, Visitor A takes the survey and will be included in the NSAT results for the Visit Shop EA, but does
not purchase. While Visitor B completes the purchase process but by doing so, never receives a survey invite.
23. Compare Page Video
Videos continue to score higher in NSAT and PSAT, but under perform in conversions.
NSAT Results - FYQ2
2011
With video results were stat. significantly higher
Unique
Visitors
NSAT PSAT
FPP Upgrade
Conv. Rate
Avg.
Revenue
(All SKUs)
Compare w/o
Video
186,330 108 134 0.35% $1.13
Compare with
Video
187,185 124 136 0.30% $0.95
Lift 16 2 (0.05%) ($0.18)
*PSAT lift only has a stat. significance of 91%, all other are +99%
FYQ2 results are inline with Septembers
findings, which showed adding a video to the compare
page has had a positive impact on visitor‟s NSAT and
PSAT scores.
A possible down side to adding more videos is they
may serve as a distraction, causing visitors to miss the
Buy Now button and lowering conversion rates.
Numbers have been doctored to hide client sensitive data
24. Attitudes Influence Buying Behavior
As site visitors move deeper into the site and further down the purchase funnel, we start to see an increase in
both site satisfaction (NSAT) and the Windows 7 Upgrade conversion rate. Based on the EA survey data, we
know that we have some levers for improving site satisfaction – using video or interactive experiences, providing
value added downloads etc. From this data, we can see that by first improving NSAT, we can push more people
into a transactional mode on the site.
(1)
(2)
(1) NSAT % ∆ from FYQ4 EAA Scorecard
(2) FPP Upgrade # ∆ from FYQ4 Sales Trans Scorecard
Note: Purchase NSAT & Video Conv. Rate were not statistically significant by +/-5%
*Conversion rate = purchasers who took the end action / count of unique cookies who took the end action.
Numbers have been doctored to hide client sensitive data
25. Target Content = Higher Scores
Windows 7 visitors – Visitors who visited the Compare pages, Anytime Upgrade, and Features pages had higher NSAT scores
while less relevant pages like the Upgrade Advisor and the Get win7 default page scored lower.
Vista Visitors – Vista users who visited the Compare pages and Upgrade Advisor related pages had higher NSAT scores. The
less relevant Anytime Upgrade pages scored lower.
XP Visitors – Similar to the Vista users, the Compare pages and Upgrade Advisor related pages had higher NSAT
scores, while the less relevant Anytime Upgrade pages scored lower.
Numbers have been doctored to hide client sensitive data
27. Ad Conversions
When a user clicks on an Ad
they re-directed through
Atlas to the destination page.
Atlas
Atlas records the click
and re-directs the user
to the destination page.
Atlas
Ad Server
(img server,
CDN)
Atlas
1x1
If the site has an action tag on the
landing page the visit can now be
directly tied back to the ad.
Atlas can then tie each ad impressions and click back to the action tag, (per cookie).
This is data is then used to optimize the ad campaign.
29. Advanced Attribution: Details
Problem: Ad-server rules are heavily biased in favor of click-based and „last-touch‟ exposures (i.e. branded
search) and undervalue a person‟s history of exposure to display media.
Objective: Correct this bias by reallocating credit for conversions in proportion to the relative contribution of past
exposures.
Approach: Model cookie-exposure history to estimate relative contribution. Use model estimates to „score‟ the
individual placements; awarding each placement some, all, or no credit for a cookies conversion.
Action: Media-planners may optimize online media budget, either during or after a campaign, towards those
publishers and engagements that drive the greatest ROI.
30. There are several approaches
Method II: Recency-weighted Attribution
Score is assigned according to its time distance to conversion
Special weight might be given to the first and last touch point
Method III: Probabilistic Attribution
Weight is given according to conversion probability change from exposure to the ads
Probability is calculated from predicting models on ads frequency and attributes
1/n C1/n1/n 1/n 1/n 1/n 1/n 1/n
CS.t1S.t2S.t3S.t4S.t5S.tn S.tn-1 S.tn-2
CΔP1ΔP2ΔP3ΔP4ΔP5ΔP8 ΔP7 ΔP6
Simple approach, but flawed in that it‟s really a “welfare
state” for media that does not address relative efficacy
More nuanced approach differentiates by recency, but does
not account for relative performance differences of different
formats
More complex performance-based approach uses the
change in historical conversion probability per exposure to
allocate credit
Method I: Even Distribution
Score = 1/ n (n is total exposure frequency)
31. Outcome Example
Using the conversion rates under the attribution model certain placements and networks look better or worse, this directly effects
how and where the media team purchases ad placements.
32. Incremental revenue from attribution
Incremental revenue increase is calculated
by comparing attribution media
optimization against last touch media
optimization.
Incremental revenue increase varies with
the degree of optimization shift from least
to most efficient media.
5% optimization: +$15 million (+2.67%).
10% optimization: +$29 million (+5.09%)
incremental revenue increase.
15% optimization: +$45 million (+7.95%)
incremental revenue increase.
$564
$576 $579 $582
$564
$591
$608
$628
$520
$540
$560
$580
$600
$620
$640
Base Lowest 5% Lowest 10% Loweest 15%
Millions
Revenue With Optimization
Standard Last Touch Razorfish Advanced Attribution
$15 MM
$29MM
$45 MM
33. Case Study
0.69
1.02
ControlTest
0.69%
1.02
%
48% lift in Paid Search Click-Through Rate due to
Banner Ad Exposure
Test group was exposed
to client media when
encountering campaign
placements
Control group was
exposed to PSA media
when encountering
campaign placements
• Across clients and advertisers, banner exposure
consistently drives incremental search clicks and
conversions
• Clearly, some portion of credit for search
conversion belongs to prior display (and other
media exposure)
• Attribution quantifies the relative contributions of
each touch point and allocates credit accordingly
Example is from an apparel retailer. We ran a “true lift test” – where we held out a random control from all display media for a
period, and evaluated performance differences between control and exposed. These results are consistent with other similar
test run for other clients.
35. ConversionsTV
Radio
Display Mobile
Cinema
Print
Media Mix Models
Problem: When multi-channel marketing efforts occur simultaneously it can be hard to identify which of these
channels responsible for conversions. Answers are difficult to come by when direct measurement of individual-
level exposure is not feasible (i.e. OOH, TV etc.).
Objective: Create a model that accurately reflects how well each channel operates within a general
business/marketing environment.
Approach: Use daily (or weekly) tracking data to specify the relationship between channel activity and conversion
volume. Incorporate into the models channel-specific accumulation and decay effects as well as
relevant, macroeconomic indicators and historical events.
Action: Using the results to estimate the channel specific point of diminishing returns, the optimal spend per channel
is appraised for future campaigns.
36. Factors and media effects
The most important aim of the attribution analysis is to get to the relationship between media spend and the KPI
that we are optimizing for. In order to get there, we need to understand each media type impacts KPIs and each
other
37. Ad Stocking effects
Adding the ad stocking effect of media to the model helps account for the diminishing effects of an ad over time.
The chart below shows the approximate half life of each media type modeled. Note some media types have a
longer half life than others, i.e. the effect of TV ads tend to last longer than a banner ad for example.
Optimizer
Ad Stocking
Effects
Effectiveness
Curves
Media Cost
Curves
Total Budget
Typical Half Life's by Media Types
38. Media effectiveness curves
The effectiveness of media diminishes as the volume of exposure is increased. Eventually the incremental
change in media will have little to no effect on the reached audience, the saturation point. Each media type
reaches its saturation point at different levels of exposure (GRPs).
Diminishing Returns by Media Type
Optimizer
Ad Stocking
Effects
Effectiveness
Curves
Media Cost
Curves
Total Budget
39. Media cost effects
Media Reach Curves:
• Inventory constraints for each media type.
• Planner judgment on maximum feasible investment levels.
Media Cost Curves:
• These reflect how media costs scale as spend scales.
• These need to capture realities such as increasing costs per reach
point, seasonality etc. in order to pragmatically reflect the media landscape.
Optimizer
Ad Stocking
Effects
Effectiveness
Curves
Media Cost
Curves
Total Budget
40. Budget effects
Because the saturation point and level of effectiveness changes at a different rate for each media type the overall
optimal mix for each channel will change with the overall media budget. In the example below shows how optimal
mix in spend shifts from one media type to another depending on the level of spend.
Diminishing Returns by Media Spend
Budget A
Budget B
Optimizer
Ad Stocking
Effects
Effectiveness
Curves
Media Cost
Curves
Total Budget
41. Optimization
The optimizer takes into account all of the factors, ad stocking, diminishing returns, cost and inventory constraints
and through and through an iterative process chooses the optimal media channel for each incremental dollar
spent.
Diminishing Returns by Media Spend Final Optimized Results
Optimizer
Ad Stocking
Effects
Effectiveness
Curves
Media Cost
Curves
Total Budget