The document discusses using visitor intent to better understand customer journeys. It provides examples of how to segment visitors based on their behaviors, such as segmenting those who take immediate purchasing actions separately from extensive researchers. Segmenting based on the variety and amount of behaviors, such as those who view multiple product categories, can also help identify high value customers. Inferring visitor intent from behaviors can help optimize the customer experience and match it to their goals at different stages.
Gladminds Connect Platform (GCP) is a cloud based platform that provides a two way communication channel between brands and customers.
Today, the GCP is ready to use with its two products: AfterSell targeted at Brands & AfterBuy targeted at Customers/Consumers.
GCP helps enterprises leverage their brand experience and create value for the customer through service, marketing, communication and host of other functions that drive the brand business (through AfterSell Services).
For the customer, GCP brings together all brand relations, diverse information and services into one single product making their life simple, organised and delightful (through AfterBuy App).
Looking at the Integrated Marketing ModelNicky Senyard
There are millions of people browsing the web at any given moment. The point at which a browsing customer turns into a depositing customer is a puzzle that marketers are continually trying to decipher.
If our goal is to optimally convert our customers, what is a good framework to implement in order to achieve our goals?
Content + Context = Cash: The Power of Original Contentdedicated_media
We’ll look at the nuts and bolts of creating, optimizing, and measuring compelling content by using a metric-driven approach, driving your growth-hacking strategy, and compounding your wins.
The average shopping cart abandonment rate is over 65 percent. The average value of an online order is $116.58.
With these numbers staring you in the face, there’s no way you can ignore customers who fill their online carts and then walk away. Getting these subscribers to come back to your website and follow through on their orders is a must.
Email is the answer: It allows you to target your abandoned customers and better engage potential buyers.
In this webinar we’re co-hosting with our partner Smarter Remarketer, we’ll describe and show several real-world case studies exploring various strategies and tactics for optimal shopping cart abandonment email campaigns. Register for the webinar now!
New Commerce Commerce: All Things InstacartCatalyst
Getting Started Marketing on Instacart
Instacart is booming. It experienced exponential growth in 2020 and 63% of Instacart customers plan to use the service even more in the future. This translates to major opportunities for brands of all shapes and sizes. Instacart offers new ways to market your brand, connect with customers, and efficiently drive sales. But, how do brands get started with Instacart? How do you harness the power of Instacart to promote your brand or product? We have you covered. Join Catalyst, Instacart, and Pacvue as we share key considerations for a rock-solid Instacart marketing strategy.
In this three-part presentation, we’ll cover:
- The Landscape: We’ll explore today’s online grocery landscape, highlighting the consumer trends fueling Instacart’s ascent. Discover how consumers use Instacart today, the changing demos of Instacart users, the connection between online grocery and in-store sales, and more.
- Instacart 101: We’ll provide an overview of the Instacart Advertising platform and paid media offering, including tips and best practices for strategy and execution. We’ll also discuss the importance of product detail page (PDP) optimization for visibility and conversions.
- Leaning into the Instacart Opportunity: We’ll share real-life examples of how advertisers are leaning into the Instacart opportunity to acquire customers and drive sales, and how they are thinking about Instacart in a post-COVID world.
Gladminds Connect Platform (GCP) is a cloud based platform that provides a two way communication channel between brands and customers.
Today, the GCP is ready to use with its two products: AfterSell targeted at Brands & AfterBuy targeted at Customers/Consumers.
GCP helps enterprises leverage their brand experience and create value for the customer through service, marketing, communication and host of other functions that drive the brand business (through AfterSell Services).
For the customer, GCP brings together all brand relations, diverse information and services into one single product making their life simple, organised and delightful (through AfterBuy App).
Looking at the Integrated Marketing ModelNicky Senyard
There are millions of people browsing the web at any given moment. The point at which a browsing customer turns into a depositing customer is a puzzle that marketers are continually trying to decipher.
If our goal is to optimally convert our customers, what is a good framework to implement in order to achieve our goals?
Content + Context = Cash: The Power of Original Contentdedicated_media
We’ll look at the nuts and bolts of creating, optimizing, and measuring compelling content by using a metric-driven approach, driving your growth-hacking strategy, and compounding your wins.
The average shopping cart abandonment rate is over 65 percent. The average value of an online order is $116.58.
With these numbers staring you in the face, there’s no way you can ignore customers who fill their online carts and then walk away. Getting these subscribers to come back to your website and follow through on their orders is a must.
Email is the answer: It allows you to target your abandoned customers and better engage potential buyers.
In this webinar we’re co-hosting with our partner Smarter Remarketer, we’ll describe and show several real-world case studies exploring various strategies and tactics for optimal shopping cart abandonment email campaigns. Register for the webinar now!
New Commerce Commerce: All Things InstacartCatalyst
Getting Started Marketing on Instacart
Instacart is booming. It experienced exponential growth in 2020 and 63% of Instacart customers plan to use the service even more in the future. This translates to major opportunities for brands of all shapes and sizes. Instacart offers new ways to market your brand, connect with customers, and efficiently drive sales. But, how do brands get started with Instacart? How do you harness the power of Instacart to promote your brand or product? We have you covered. Join Catalyst, Instacart, and Pacvue as we share key considerations for a rock-solid Instacart marketing strategy.
In this three-part presentation, we’ll cover:
- The Landscape: We’ll explore today’s online grocery landscape, highlighting the consumer trends fueling Instacart’s ascent. Discover how consumers use Instacart today, the changing demos of Instacart users, the connection between online grocery and in-store sales, and more.
- Instacart 101: We’ll provide an overview of the Instacart Advertising platform and paid media offering, including tips and best practices for strategy and execution. We’ll also discuss the importance of product detail page (PDP) optimization for visibility and conversions.
- Leaning into the Instacart Opportunity: We’ll share real-life examples of how advertisers are leaning into the Instacart opportunity to acquire customers and drive sales, and how they are thinking about Instacart in a post-COVID world.
How to Align your Marketing with Customer Emotions | Adria SaracinoAdria Saracino
What causes customers to “like” a piece of content? What motivates them to go with one product over another? And why do they decide to either cut off a brand after purchase or become a brand advocate? These are all questions Adria will answer as she takes you through the role emotions can play in marketing. You’ll walk away knowing what type of marketing resonates best throughout the sales funnel and have a better understanding of what customers really want from brands.
Designing for Holistic Cross Channel ExperiencesSamantha Starmer
UX Israel Studio 2013 workshop. Much of the structure and content is similar to other workshop presentations I've posted, but there are some new examples and exercises.
Conversion rate optimization is a powerful tactic to get more value from your visitors, but there's a lot of mythology out there about what really works and doesn't. CRO is about more than testing button colors, headlines, photos, or videos.
Learn more about the big picture, and what truly moves the needle, with Rand Fishkin himself.
Check out this presentation to learn:
- Conversion Rate Optimization basics
- What's in a conversion decision
- How to find out what needs optimizing
- 10+ tactical tips for CRO
Enhance your audiences knowledge with this well researched complete deck. Showcase all the important features of the deck with perfect visuals. This deck comprises of total of thirty six slides with each slide explained in detail. Each template comprises of professional diagrams and layouts. Our professional PowerPoint experts have also included icons, graphs and charts for your convenience. All you have to do is DOWNLOAD the deck. Make changes as per the requirement. Yes, these PPT slides are completely customizable. Edit the colour, text and font size. Add or delete the content from the slide. And leave your audience awestruck with the professionally designed Shopper Journey Mapping Powerpoint Presentation Slides complete deck
This PPT deck displays thirty seven slides with in depth research. Our Buyer Journey Analysis Powerpoint Presentation Slides presentation deck is a helpful tool to plan, prepare, document and analyse the topic with a clear approach. We provide a ready to use deck with all sorts of relevant topics subtopics templates, charts and graphs, overviews, analysis templates. Outline all the important aspects without any hassle. It showcases of all kind of editable templates infographics for an inclusive and comprehensive Buyer Journey Analysis Powerpoint Presentation Slides presentation. Professionals, managers, individual and team involved in any company organization from any field can use them as per requirement.
An innovative platform for studying shopper behavior by leveraging existing assets!. Ideotics combines cutting edge technology with corporate social responsibility to deliver unprecedented value!
Leveraging the modern purchasing funnel is one of the most powerful ways of maximising business ROI from your brand and marketing spend. Do you really know what the purchasing funnel is for your category, how you are performing against your competitors, where the holes are in your funnel, and how many customers you are really losing?
How to Align your Marketing with Customer Emotions | Adria SaracinoAdria Saracino
What causes customers to “like” a piece of content? What motivates them to go with one product over another? And why do they decide to either cut off a brand after purchase or become a brand advocate? These are all questions Adria will answer as she takes you through the role emotions can play in marketing. You’ll walk away knowing what type of marketing resonates best throughout the sales funnel and have a better understanding of what customers really want from brands.
Designing for Holistic Cross Channel ExperiencesSamantha Starmer
UX Israel Studio 2013 workshop. Much of the structure and content is similar to other workshop presentations I've posted, but there are some new examples and exercises.
Conversion rate optimization is a powerful tactic to get more value from your visitors, but there's a lot of mythology out there about what really works and doesn't. CRO is about more than testing button colors, headlines, photos, or videos.
Learn more about the big picture, and what truly moves the needle, with Rand Fishkin himself.
Check out this presentation to learn:
- Conversion Rate Optimization basics
- What's in a conversion decision
- How to find out what needs optimizing
- 10+ tactical tips for CRO
Enhance your audiences knowledge with this well researched complete deck. Showcase all the important features of the deck with perfect visuals. This deck comprises of total of thirty six slides with each slide explained in detail. Each template comprises of professional diagrams and layouts. Our professional PowerPoint experts have also included icons, graphs and charts for your convenience. All you have to do is DOWNLOAD the deck. Make changes as per the requirement. Yes, these PPT slides are completely customizable. Edit the colour, text and font size. Add or delete the content from the slide. And leave your audience awestruck with the professionally designed Shopper Journey Mapping Powerpoint Presentation Slides complete deck
This PPT deck displays thirty seven slides with in depth research. Our Buyer Journey Analysis Powerpoint Presentation Slides presentation deck is a helpful tool to plan, prepare, document and analyse the topic with a clear approach. We provide a ready to use deck with all sorts of relevant topics subtopics templates, charts and graphs, overviews, analysis templates. Outline all the important aspects without any hassle. It showcases of all kind of editable templates infographics for an inclusive and comprehensive Buyer Journey Analysis Powerpoint Presentation Slides presentation. Professionals, managers, individual and team involved in any company organization from any field can use them as per requirement.
An innovative platform for studying shopper behavior by leveraging existing assets!. Ideotics combines cutting edge technology with corporate social responsibility to deliver unprecedented value!
Leveraging the modern purchasing funnel is one of the most powerful ways of maximising business ROI from your brand and marketing spend. Do you really know what the purchasing funnel is for your category, how you are performing against your competitors, where the holes are in your funnel, and how many customers you are really losing?
5 Types of Customers & What Motivates Them Tal Lior
What are the 5 types of customers that exist online? What does it take to turn them into buyers?
Learn how to identify, convert, and track them in this power guide.
Christi is the Search Evangelist at Microsoft in Seattle, Washington. Christi is passionate about digital and has spent her career helping businesses solve their marketing challenges and goals through studying and analyzing data to develop actionable insights and strategies.Prior to joining the team at BingAds within Microsoft, Christi has worked both at agencies and in-house at Point It, PointMarc, Expedia, Harry & David, and at MSN, Bing, Windows teams at Microsoft.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
3. Your Agenda is irrelevant unless it matches
the Customer’s Agenda…
Visitor Intent
=
Customer’s
Agenda
Revenue
=
Your Agenda
@carmenmardiros
4. Website experience must match Visitor Intent
Different jobs for
different customer
intentions
Happy customers tick
stuff off their agenda
Greater overlap
Customer’s Agenda =
Your Agenda
@carmenmardiros
5. Website experience must match Visitor Intent
Different jobs for
different customer
intentions
Happy customers tick
stuff off their agenda
No conversion to do
attribution for
Conversion attribution is meaningless
unless the visitor comes back.
@carmenmardiros
6. What decisions would you make if....?
Sizeable discountseeker segment
Measure profitability and break-even point of customer
segment. Optimise campaigns to attract other, more
profitable customer segments.
Many researchers
not-yet-ready to buy
Introduce features to facilitate comparison and
shortlisting. Nudge visitors to self-select based on
drivers of choice.
Committed buyers are Fix hurdles and in the process, improve conversion rate
struggling with
for less committed buyers.
checkout
@carmenmardiros
7. Visitor Intent muddles Conversion Rate
Segment size
Conversion Rate
Success measure
Unqualified
% of traffic
Not shopping
Task completion rate
Researching
Upgrade to Comparing
offering & merchants
Comparing
Upgrade to Committed
to Purchase
Committed shopper
Abandonment rate
TOTAL
Why do we still report in aggregate?
8. How to Infer Visitor Intent using
Advanced Segmentation
@carmenmardiros
10. What do these interactions tell me about
Market segment
Families vs couples, amateur vs pro photographers
Existing relationship
Customer, prospect, partners, internal staff?
Decision stage
Researching, comparing, close to decision point
Drivers of choice
Urgency of need, price sensitivity, service over price,
existence of other decision makers
Last minute shopper vs advance planner
Shopping style
Potential value
Price range considered, deal & voucher seekers, long
term value
@carmenmardiros
11. What do these interactions tell me about
Market segment
Families vs couples, amateur vs pro photographers
Existing relationship
Customer, prospect, partners, internal staff?
Decision stage
Researching, comparing, close to decision point
Drivers of choice
Urgency of need, price sensitivity, service over price,
existence of other decision makers
Last minute shopper vs advance planner
Shopping style
Potential value
Price range considered, deal & voucher seekers, long
term value
@carmenmardiros
15. Absence of certain behaviours
Explicit: Login
Implicit: Possibly
customer IF logs in
without registration
Conversion likelihood:
Uncertain
@carmenmardiros
16. High value market segments
Explicit: Business
section
Implicit: Not consumer
Potential value: High
@carmenmardiros
17. Persistent shopper attributes
Explicit: Fills form
Implicit: Planning, long
distance move, owns lots of
stuff
Conversion likelihood: Low
Potential value: High
@carmenmardiros
18. Keywords as Buckets of Intent
Forget keywords.
Align buckets of keywords
to customer journey stage.
@carmenmardiros
19. Why Classify Overriding Behaviours First
Quick and easy
Small segments but remove noise from your
convertible pie
Fringe audiences
Helps identify valuable but overlooked audience
segments. Better measures of success?
Attributes for customer First building blocks for understanding customer
profiling
journeys and mix of market segments
@carmenmardiros
21. Purchase actions taken immediately
Explicit: Order Now
Implicit: Already
researched, ready to buy
Conversion likelihood:
Very high
@carmenmardiros
22. Immediate deal-seeking behaviour
Explicit:
Enter
voucher
Implicit:
Deal
seeker,
price
sensi5ve,
commi7ed
to
buy
Conversion
likelihood:
Very
high
Poten7al
value:
Low
@carmenmardiros
23. First choice = Self-selection into segment
Explicit:
More
informa5on
Implicit:
High
end
market
segment
Poten7al
value:
High
@carmenmardiros
24. Drivers of choice – Price, brand
Explicit:
Under
£350
Implicit:
Price
sensi5ve,
more
flexible
about
brand
Poten7al
value:
Lower
Explicit:
Bosch
Implicit:
Less
flexible
about
brand
&
less
price
sensi5ve
Poten7al
value:
Higher
@carmenmardiros
25. Drivers of choice - Service
Explicit: Delivery,
recycling, returns
Implicit: Close to
decision point, mustknow before buying OR
already purchased
@carmenmardiros
26. Researching and offline intent
Explicit:
Brochures
Implicit:
Researching,
may
buy
offline
Conversion
likelihood:
Low
@carmenmardiros
27. Landing Page + First Action for Not Provided
Explicit:
Naxos
Explicit:
Things
to
do,
Regions
Implicit:
Decided
resort,
checking
offering
Implicit:
Undecided
on
resort
Conversion
likelihood:
Medium
Placebo
search
term:
“naxos
holiday
flight
2
adults”
Conversion
likelihood:
Low
Placebo
search
term:
“regions
in
greece”
@carmenmardiros
28. Why Segment by First and Early Actions
Expression of visitor self- Users tell you their market segment, shopping
selection
attitude, context, existing relationship.
Helps with “Not
Provided”
Segment Organic traffic by Landing Page (Fridge) +
First Action taken (American).
Good indicator for
commitment to buy
Segment immediate entry into conversion. Excellent
baseline to test checkout usability against.
Makes up for multidevice and cookie
deletion
Existing users or customers leave behavioural
footprints. Improves segmentation by relationship.
@carmenmardiros
29. Intent Building Block #3
Segment by Variety and Amount
of Certain Behaviours
@carmenmardiros
30. Category crossover – High potential value
Explicit:
Washing
machine
AND
Dishwashers
Implicit:
Planning
a
big
purchase,
bundle
savings
would
help.
Poten7al
value:
High
@carmenmardiros
31. Amount of activity before Add to Basket
}
Ready for order?
=> Abandonment or success
Number of
Products considered
Brands considered
Reassurance and Convincer pages seen
(TIP: Use Custom Metrics in Universal Analytics)
@carmenmardiros
32. Behavioural segmentation principles
First step: Make sensible assumptions.
• Segment overriding behaviours first
• Classify what people do first and most
• Ensure your segments are mutually exclusive
• Refine segments based on multiple conditions
@carmenmardiros
33. How does Visitor Intent
affect execution of your business model?
Thank You
Carmen Mardiros
@carmenmardiros