Solution to some of the challenges on Marketing Technology - Created as part of HackMe-2015 Event

1. Challenge - Week 2
Marketing Technology
- Kumar Pritam

2. Feature 1
I want to be able to give a personalized experience to the Users who visit the Home
page. The experience should be based on whether the User making the request to
home page is logged in or anonymous.
Solution Approach:
Products/tools you will recommend:
How will you conclude whether this personalization worked or not?:

3. Data to Capture - User Not Logged In
Data/Information, we will have when the user is not logged in:
• About the user:
• Location information based on IP address (lat-long, timezone, city, etc.) – Geo-IP Tool
• Device information
• Browser Information
• About user’s past actions & interactions with the website
• Browsing history
• Click Stream (Clickstream Data Analysis)
• Cookie information – Through program, Cookiespy

4. Personalized Experience for anonymous
user
Personalized Experience that can be provided to the customer, if the user is logged in:
• Notification
• None
• Recommendation
• Relevant Product recommendation based on browsing history and clickstream
• Relevant offers recommendation
• User experience
• Content optimized based on geo-location

5. Data to Capture - User Logged In
Data/Information, we will have when the user is logged in (This is on top of the information that is captured when the
user is not logged in):
• About the user:
• Demographic Information (Gender, Age, Household information, Education, etc.)
• Preferences (Products, Price, etc.)
• AIO – Activities, Interests and opinions
• Any special event such Anniversary, Birthday, etc.
• Address of Delivery
• Card details for payment
• About user’s past actions & interactions with the website
• Purchase History
• Website Browsing History
• Rating, testimonial, etc.
• Products in Cart from previous session

6. Personalized Experience for logged in
customer
Personalized Experience that can be provided to the customer, if the user is logged in:
• Notification
• To show products already in the cart from the previous session
• Recommendation
• Relevant Product recommendation
• Relevant offers recommendation
• New product recommendation
• User experience
• Express Checkout (One click buy button) since the user’s card information and delivery address is already in the
system.
• Sort products by category, color, price, etc. according to the customer’s purchase history.

7. Evaluation Criterion for the selection of
a tool
• Offers the feature to do segmentation based on logged in user and anonymous user
• Offers the feature to deliver content based on the current user preferences,
profiles, segments
• Offers the feature for Content recommendation
• Offers the ability to branch to a specific landing page based on the current user
segment (In this case, whether an anonymous user or a logged in user)

8. Tool Recommendation - OpenText
Product
OpenText Web Experience Management
About OpenText
OpenText is the leader in Enterprise Information Management (EIM).
OpenText’s EIM products enable businesses to grow faster, lower operational costs, and reduce
information governance and security risks by improving business insight, impact and process speed.
About OpenText Web Experience Management
OpenText Web Experience Management supports enterprise content management (CMS), platforms,
languages, and devices with the new features to help organizations exceed customers' online
expectations:
• Responsive Design
• Compelling Experiences
• Omni-channel touch points

9. OpenText Features - Experience
Optimization Services
Personalization
Ability to branch landing page that matches the current user’s preferences, profiles or segments
• For first access user
• Guest User
• Registered USer
Content Targeting
Content managers can target to content based on the segments. With this, a specific content will be
visible and accessible only to the targeted segments
Content Recommendation
With the help of behavioral analysis, content manager can provide intent-based recommendation

10. How will you conclude whether this
personalization worked or not?:
Measure everything
• Apply Analytics tools such as Google or Adobe Analytics, etc. to capture the
analytics data of the customer’s journey
• Use Tag management solutions and tag the buttons, notification and product
recommendation in order to see the performance of each component.

11. How will you conclude whether this
personalization worked or not?:
• A/B Testing – Use A/B testing by sending a set of logged in users to the home page
with customized content and targeted for the logged in user segment and another
set of the logged in users to the anonymous default home page without any
customized content. Capture the conversion rate to find out if the customized
content worked or not.
• Multi-Variate Testing – This is to check the combination of what works. Apply
multiple combinations of content for different segments and capture the data to
find the conversion rate.

12. Feature 2
I want to be able to test the performance of the content/images or Call To Actions
that I add in my home page. The performance of a piece of content could be
measured based on how effective it is - like Click-throughs, Conversions, Feedback
and other means.
Solution Approach:
Products/tools you will recommend:

13. Measure the performance of content
The various ways of measuring the performance of the content are following:
• Collect the right data – It’s very important to gather all data that can be captured about the
user’s interaction with your website. There are many tools which capture the data/KPIs such as
visits, page views, conversion, etc.
• Tag Everything – Tag every content for which you want to measure the performance. There are
various tools to tag the content such as image, text, link, button, etc.
• Turn data into information, insights, actionable items – The data gathered by the tools
on various KPIs or content need to be converted to insights, which will lead to actions.
• Calculate ROI & Set Goals – It’s important to calculate the return on the investment of the
content creation, management and optimization and there should be a goal to measure the
against.

14. Products/Tools Recommendation to
measure the performance
• Analytics tool (Click through, conversions, A/B testing, Multi-Variate testing, etc.)
• Google Analytics
• Adobe Analytics – Omniture
• IBM Analytics
• Tag Management solution (Tag Picture, CTA, etc.)
• Google Tag Manager
• Adobe Dynamic Tag Management

15. THANK YOU!