1. Sharpen Website Relevance
From John Lovett, Carlton A. Doty, and Emily Murphy

3. Why is it important to
become relevant?

4. Why is it important to
become relevant?
• The Web belongs to consumers not marketers

5. Why is it important to
become relevant?
• The Web belongs to consumers not marketers
• High-value versus High-volume activities

6. Why is it important to
become relevant?
• The Web belongs to consumers not marketers
• High-value versus High-volume activities
• Targeted versus Generic

9. 1,180,499 unique visits

10. 1,180,499 unique visits

11. 1,180,499 unique visits

12. 1,180,499 unique visits
70,829 signed up (6%)

13. 1,180,499 unique visits
70,829 signed up (6%)

14. 1,180,499 unique visits
70,829 signed up (6%)

15. 1,180,499 unique visits
70,829 signed up (6%)
2124 purchased (3%)

16. 1,180,499 unique visits
70,829 signed up (6%)
2124 purchased (3%)

19. 1,180,499 unique visits

20. 1,180,499 unique visits

21. 1,180,499 unique visits

22. 1,180,499 unique visits
70,829
signed up
(6%)

23. 1,180,499 unique visits
70,829
signed up
(6%)

24. 1,180,499 unique visits
70,829
signed up
(6%)

25. 1,180,499 unique visits
70,829
signed up
(6%)
2124
purchased
(3%)

26. 1,180,499 unique visits
70,829
signed up
(6%)
2124
purchased
(3%)

27. 1,180,499 unique visits
70,829
signed up
(6%)
2124
purchased
(3%)

28. 1,180,499 unique visits
70,829
signed up
(6%)
2124
purchased
(3%)

29. 1,180,499 unique visits
70,829 70,829
signed up signed up
(6%) (6%)
2124
purchased
(3%)

30. 1,180,499 unique visits
70,829 70,829
signed up signed up
(6%) (6%)
2124
purchased
(3%)

31. 1,180,499 unique visits
70,829 70,829
signed up signed up
(6%) (6%)
2124
2124
purchased
purchased
(3%)
(3%)

32. 1,180,499 unique visits
70,829 70,829
signed up signed up
(6%) (6%)
2124
2124
purchased
purchased
(3%)
(3%)

33. 1,180,499 unique visits
70,829 70,829
signed up signed up
(6%) (6%)
2124
2124
purchased
purchased
(3%)
(3%)

34. 1,180,499 unique visits
70,829 70,829
signed up signed up
(6%) (6%)
2124
2124
purchased
purchased
(3%)
(3%)

35. 1,180,499 unique visits
70,829 70,829
signed up signed up
(6%) (6%)
2124
2124
purchased
purchased
(3%)
(3%)

36. 1,180,499 unique visits
70,829 70,829
signed up signed up
(6%) (6%)
2124
2124
purchased
purchased
(3%)
(3%)

37. 1,180,499 unique visits
70,829 70,829
signed up signed up
(6%) (6%)
2124
2124
purchased
purchased
(3%)
(3%)

38. 1,180,499 unique visits
70,829 70,829
signed up signed up
(6%) (6%)
2124
2124
purchased
purchased
(3%)
(3%)

39. 1,180,499 unique visits
70,829 70,829
signed up signed up
(6%) (6%)
2124
2124
purchased
purchased
(3%)
(3%)

40. 1,180,499 unique visits
70,829 70,829
signed up signed up
(6%) (6%)
2124
2124
purchased
purchased
(3%)
(3%)

42. How do we become relevant?

43. How do we become relevant?
• Segmentation
• Behavioral Targeting
• Recommendations
• Personas
• Multivariate testing
• User-generated Content

45. Some attributes to profile our
audience:

46. Some attributes to profile our
audience:
• Geography

47. Some attributes to profile our
audience:
• Geography
• Unique User Profiles

48. Some attributes to profile our
audience:
• Geography
• Unique User Profiles
• Referral Keyword

49. Some attributes to profile our
audience:
• Geography
• Unique User Profiles
• Referral Keyword
• Explicit Preferences (user-defined)

50. Some attributes to profile our
audience:
• Geography
• Unique User Profiles
• Referral Keyword
• Explicit Preferences (user-defined)
• Referral Site

51. Some attributes to profile our
audience:
• Geography
• Unique User Profiles
• Referral Keyword
• Explicit Preferences (user-defined)
• Referral Site
• Previous Session Activity

52. Some attributes to profile our
audience:
• Geography
• Unique User Profiles
• Referral Keyword
• Explicit Preferences (user-defined)
• Referral Site
• Previous Session Activity
• Affinity Groups

53. 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

54. 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

56. MAC User

57. MAC User
From the U.S.

58. MAC User
From the U.S.
Internet Explorer

59. MAC User
From the U.S.
Internet Explorer

60. MAC User
From the U.S.
Internet Explorer

61. MAC User
From the U.S.
Internet Explorer

62. How can we be more
relevant?
• Ads
• Landing Page
• Offer / Pitch
• E-mail
• Social Media

64. Three Tips to Sharpen
Relevance

65. Three Tips to Sharpen
Relevance
• Listen to your customers (listening posts)

66. Three Tips to Sharpen
Relevance
• Listen to your customers (listening posts)
• Automate tactics for engaging experiences
(data-driven technology, foresight, and triggers)

67. 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)

68. 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 ).