y digital marketer knows that relevant content leads to a better conversion rate. But how do you make sure you’re publishing the right content to the right person? Learn how through segmentation and targeting with Webtrends Optimize.
Senior Digital Marketing Strategy, Technology & Analytics Leader profile Mart...Digital Marketing, Inc.
Senior Digital Marketing Strategy, Technology & Analytics Leader profile Martin Terbrack
Leverage my 20 years of hands-on, end-to-end, cross-channel digital marketing expertise and experiences with premier brands including: Microsoft, Ford, Lincoln, Land Rover, Jaguar, Chrysler, State Farm, Northwestern Mutual, Kmart, Pulte Homes and American Airlines in a senior digital marketing leadership (Digital Transformation Officer, Chief Marketing Officer, Chief Marketing Technologist, Digital Experience, Technology & Analytics Vice President,) position, responsible for driving growth & increasing marketing’s value contribution based on senior executive c-suite, brand & marketing leadership directives.
Additional positions of interest: digital marketing strategist, senior brand marketing manager, director of interface design & usability, director of brand websites and mobile applications, adobe marketing cloud administrator, adobe analytics (formerly omniture, sitecatalyst) analyst, digital user experience manager, targeting, personalization & optimization specialist, director of search marketing, digital media advertising strategist, mobile android / iphone applications manager, IT director of marketing technologies, digital transformation officer, digital evangelist
Preferred location: Detroit Metropolitan Area, South Eastern, Michigan, U.S. remote
Willingness to travel: Up to 50%,
Are you willing to relocate: Only for executive level opportunities
Hi this is the presentation for the new users and for the one who are updating themselves for SEO and PPC.... Hope this will be helpful to you all
Enjoy !!!!!!
Senior Digital Marketing Strategy, Technology & Analytics Leader profile Mart...Digital Marketing, Inc.
Senior Digital Marketing Strategy, Technology & Analytics Leader profile Martin Terbrack
Leverage my 20 years of hands-on, end-to-end, cross-channel digital marketing expertise and experiences with premier brands including: Microsoft, Ford, Lincoln, Land Rover, Jaguar, Chrysler, State Farm, Northwestern Mutual, Kmart, Pulte Homes and American Airlines in a senior digital marketing leadership (Digital Transformation Officer, Chief Marketing Officer, Chief Marketing Technologist, Digital Experience, Technology & Analytics Vice President,) position, responsible for driving growth & increasing marketing’s value contribution based on senior executive c-suite, brand & marketing leadership directives.
Additional positions of interest: digital marketing strategist, senior brand marketing manager, director of interface design & usability, director of brand websites and mobile applications, adobe marketing cloud administrator, adobe analytics (formerly omniture, sitecatalyst) analyst, digital user experience manager, targeting, personalization & optimization specialist, director of search marketing, digital media advertising strategist, mobile android / iphone applications manager, IT director of marketing technologies, digital transformation officer, digital evangelist
Preferred location: Detroit Metropolitan Area, South Eastern, Michigan, U.S. remote
Willingness to travel: Up to 50%,
Are you willing to relocate: Only for executive level opportunities
Hi this is the presentation for the new users and for the one who are updating themselves for SEO and PPC.... Hope this will be helpful to you all
Enjoy !!!!!!
Smart Uses of Data: How to Learn More About Your Audience and Target Individu...PerformanceIN
Consumer insights have long been central to marketing strategy, but integrating audience data with the output of a typical plan is no mean feat. Collecting information is one thing, using it to develop a performance programme is quite another.
In this session Ed Lovelock and Owen Hancock will explore the innovative ways Argos and Commission Junction worked together over the last year, utilising data available to them from the British retailer’s site. The audience will learn of additional information on the lifetime value of affiliate-driven customers to the company, split testing cashback rates and targeting profitable behavioural segments.
Data best practices will also be covered and how, when properly utilised, they can create smarter and more efficient affiliate programmes.
Using Google Analytics To Market Your Software IdeaPierre DeBois
A starter presentation from my session for Nebraska.Code 2018 explaining how to use reporting in Google Analytics to understand how to attract your intended audience and monitor conversion activity at your website.
Google Analytics can tell you which digital platforms are sending users to your website, which country drives the most traffic, and which users are most likely to want to enroll. Learn how to set up your school’s Google Analytics to deliver these important metrics that can inform your digital marketing actions, and provide some data to the ROI of those actions.
Going Beyond Retargeting: A 3-Step Targeting Strategy To Identify Customers A...GLG (Gerson Lehrman Group)
Retargeting is one of the most commonly used marketing tactics as it is able to bring back the 98% of site visitors who leave without converting. Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online. The beauty to this technology is that it is only serving ads to people who have shown at least some amount of engagement in your brand. This makes retargeting a smarter spend than most other display ad campaigns as it focuses on your brand’s engaged user. However, retargeting alone often end up a smaller size of target audience pool, meaning less traffic and sales opportunities.
In this real case study, we will demonstrate how the use of the different data together with the targeting techniques can assist the different stages along a business’ customer buying cycle.
A practical introduction to Web analytics for technical communicatorsSamartha Vashishtha
A solid foundation in Web analytics helps technical communicators prioritize and optimize content delivery. In this session, we will demonstrate how you can gain insight from the numbers you derive using Web analytics tools. We will discuss Web analytics terminology, tools, strategies, case studies, and techniques that you can start using as soon as you get back to work.
Competitive Intelligence - How To Track Your CompetitorsBuzzSumo
Overview of how to use SEMrush adn BuzzSumo to comprehensively track your competitors. Includes how to track:
Keyword performance
Content performance
Ad strategy
Amplifiers (who shares & links to content)
Also how to set up alerts to be notified daily on new competitor content, mentions of them and links to them.
Data for Decks Customer Segmentation 101Chris Tauber
Based on my Monetate blog http://www.monetate.com/author/chris-tauber/ : A personalized website converts more customers, but where do you start? Here are five easy, low-cost steps on customer segmentation to find your No. 1 Customer and help them buy from you. Optimize your ecommerce by showing the story of your data.
Customers 101 : Understanding Customer Segmentation and Portraits Danny Boice
Check out this class that I taught recently at 1776 in DC on Customer Acquisition. The focus was on customer segmentation and portraits / personas. I also covered some common concepts from The Lean Startup, Steve Blank's Customer Development, and BJ Fogg's Behavior Model. This is a great deck for someone learning to growth hack or otherwise learn the basics of web and mobile product user acquisition
Smart Uses of Data: How to Learn More About Your Audience and Target Individu...PerformanceIN
Consumer insights have long been central to marketing strategy, but integrating audience data with the output of a typical plan is no mean feat. Collecting information is one thing, using it to develop a performance programme is quite another.
In this session Ed Lovelock and Owen Hancock will explore the innovative ways Argos and Commission Junction worked together over the last year, utilising data available to them from the British retailer’s site. The audience will learn of additional information on the lifetime value of affiliate-driven customers to the company, split testing cashback rates and targeting profitable behavioural segments.
Data best practices will also be covered and how, when properly utilised, they can create smarter and more efficient affiliate programmes.
Using Google Analytics To Market Your Software IdeaPierre DeBois
A starter presentation from my session for Nebraska.Code 2018 explaining how to use reporting in Google Analytics to understand how to attract your intended audience and monitor conversion activity at your website.
Google Analytics can tell you which digital platforms are sending users to your website, which country drives the most traffic, and which users are most likely to want to enroll. Learn how to set up your school’s Google Analytics to deliver these important metrics that can inform your digital marketing actions, and provide some data to the ROI of those actions.
Going Beyond Retargeting: A 3-Step Targeting Strategy To Identify Customers A...GLG (Gerson Lehrman Group)
Retargeting is one of the most commonly used marketing tactics as it is able to bring back the 98% of site visitors who leave without converting. Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online. The beauty to this technology is that it is only serving ads to people who have shown at least some amount of engagement in your brand. This makes retargeting a smarter spend than most other display ad campaigns as it focuses on your brand’s engaged user. However, retargeting alone often end up a smaller size of target audience pool, meaning less traffic and sales opportunities.
In this real case study, we will demonstrate how the use of the different data together with the targeting techniques can assist the different stages along a business’ customer buying cycle.
A practical introduction to Web analytics for technical communicatorsSamartha Vashishtha
A solid foundation in Web analytics helps technical communicators prioritize and optimize content delivery. In this session, we will demonstrate how you can gain insight from the numbers you derive using Web analytics tools. We will discuss Web analytics terminology, tools, strategies, case studies, and techniques that you can start using as soon as you get back to work.
Competitive Intelligence - How To Track Your CompetitorsBuzzSumo
Overview of how to use SEMrush adn BuzzSumo to comprehensively track your competitors. Includes how to track:
Keyword performance
Content performance
Ad strategy
Amplifiers (who shares & links to content)
Also how to set up alerts to be notified daily on new competitor content, mentions of them and links to them.
Data for Decks Customer Segmentation 101Chris Tauber
Based on my Monetate blog http://www.monetate.com/author/chris-tauber/ : A personalized website converts more customers, but where do you start? Here are five easy, low-cost steps on customer segmentation to find your No. 1 Customer and help them buy from you. Optimize your ecommerce by showing the story of your data.
Customers 101 : Understanding Customer Segmentation and Portraits Danny Boice
Check out this class that I taught recently at 1776 in DC on Customer Acquisition. The focus was on customer segmentation and portraits / personas. I also covered some common concepts from The Lean Startup, Steve Blank's Customer Development, and BJ Fogg's Behavior Model. This is a great deck for someone learning to growth hack or otherwise learn the basics of web and mobile product user acquisition
Everything evolves, including how human beings relate to one another in intimate relationships. Norms which have been relatively stable in this space have been mutating and changing rapidly over the past ten years - and will continue along this trajectory into the foreseeable future.
In this report we will be sharing with you a snapshot of some of the forces and waves of change which are shaping the future of relationships. And while many of these data points may seem alien or downright strange, they do point to a possible future of acceptance, openness and increased happiness through relationships that really work.
The Future of Relationships was created by the cultural strategy team at sparks & honey, in partnership with the Museum of Sex in NYC.
eHarmony Strategic Marketing Case StudyZoe Robinson
For my capstone marketing class at Western Washington we were given a case on eHarmony (from Harvard Business School) and had to decide which strategy they should use for the future.
This presentation outlines a final marketing report for Principles of Marketing at Pepperdine University, and reflects the findings of our strategic marketing plan for the Phillips Hue LED lightbulb. The Phillips Hue LED lightbulb gives the consumer the ability to connect their smartphone with any standard-socket indoor lighting system. Our report focused primarily on a marketing strategy targeted towards high end hotels. This report was very well received by our honorable marketing instructor, Professor Frank Sadighian. While the report content is the result of a collaborative effort with three of my classmates, I was responsible for the PowerPoint composition.
Launching a Personalization Pilot with Acquia Lift: From Concept to Customers...Acquia
The growing trend within the digital experience market is the demand for more personalized experiences by its users. To address this need, many organizations establish a data-driven personalization initiative on their digital marketing roadmap, but end up facing challenges getting their personalization project off the ground.
In this session, you will learn:
- How to plan a successful personalization initiative in your organization
- The six most common challenges with personalization strategy
- Three example use cases that you can use in your own proof-of-concept
- How to launch a personalization pilot on your website in just 10 days
[Webinar] The Scalable Way: Unlocking Data To Drive Great Customer Experience...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 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.
This is a short introduction to web analytics. It goes over the different types of web analytics, sources from which analytics information can be gathered, why its essential, key analytics metrics and its usage. It also covers different products in this space, its generic architecture and the key parameters which can be used for evaluating different products. It concludes by highlighting some of the limitations of web analytics today.
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.
Not sure what you should be measuring? Measurement is an essential management activity, yet with all the tools and data available today, it is a challenge to determine what to measure and with which tool so as to improve:
˃ Marketing performance
˃ Lead capture performance
˃ Sales performance
˃ Performance of any measurable goal
This webinar provides insight into:
˃ What to measure?
˃ Which tools to use?
˃ How to fine-tune the process of measurement?
By attending the webinar, you can learn how to maximize the impact of any online marketing activity.
Presenter: Tamera Kremer
If a charity’s website launches on the internet and no one visits – does it make an impact? Don’t spend all your time and resources building a website that no one sees! Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are just fancy ways of saying “drive more traffic to your website!” Learn easy, low-cost (and even free) techniques for jumping to the top of search engine results and getting more people to see your site. Make your website the place to be!
If a charity’s website launches on the internet and no one visits – does it make an impact? Don’t spend all your time and resources building a website that no one sees! Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are just fancy ways of saying “drive more traffic to your website!” Learn easy, low-cost (and even free) techniques for jumping to the top of search engine results and getting more people to see your site. Make your website the place to be!
Innovations of Digital Marketing in Engineering & Technologyiicecollege
Innovations of Digital Marketing in Engineering & Technology
objective:
To study the Traditional Marketing Methodology
To study the Innovations in Digital Marketing
To find the future potential of Digital Marketing in Engineering & Technology
for more details please visit
www.iicecollege.com
Multi channel Strategy MoMoChicago January 24, 2011Trace Johnson
Niti Vaish of Slalom Consulting delivers a very insightful discussion of how to create a true multi-channel strategy for brands to leverage mobile presence, social media, and the wealth of unstructured data that is generated in conversations about your brand in order to generate positive ROI.
Designing Outcomes For Usability Nycupa Hurst FinalWIKOLO
MarkoHurst.com :: My topic of discussion at the Feb 17 2009 NYC UPA.
Even as the pace of society, business, and the Internet continue to increase, many budgets and time lines continue to decrease. To compound this issue, there is a serious disconnect between business goals, user goals, and what visitors actually do on your site. UX practitioners need a simple and efficient way to reconcile these diverse needs while taking action on their data. Join us to learn about a new method for incorporating quantitative data such as web analytics and business intelligence into your qualitative user experience deliverables: personas, wireframes, and more. This presentation will include discussions of online business models, feedback loops for ensuring cross-discipline collaboration, and ongoing revisions.
Catchphrase trouble alludes to the degree of contest and trouble related with positioning for a specific watchword in web crawler results pages (SERPs). A measurement decides how testing it is accomplish a high positioning for a particular watchword.
This session will present a survey of advanced web analytics that will provide deeper insights into whether a strategy is working, and how to create the infrastructure to glean those insights.
Gary Angel is President and CTO of one of the leading web analytics firms in the United States. Their practice focuses on Fortune 500 companies and global enterprises.
The Infinity Data Connector finally gives you the power to quickly and accurately fill your data warehouses with complete and actionable profiles of your customers.
Revealed! The Two Lives of Every MarketerWebtrends
Did you know every marketer leads a double life? There's the Marketer You and the Customer You, and it's time to let your worlds collide. Learn how data can create exceptional digital experiences your two sides will love.
Fantasy Football: Players Don't Win Games, Data Does (Or Does It?)Webtrends
A new analytics industry has given fans more access to more data. In the stadium, on the streets, across mobile and social channels, and on your website, fantasy football brings fans closer to the game they love. What does that mean? With data you can carve out a piece of the billion dollar pie by building loyal fans and a strong brand.
Data did that for football, and it can do that for you.
Email Remarketing: Stop, Look and Listen Before You Cross-Sell or UpsellWebtrends
Improve online sales and create advocates for your brand through cross-sell and upsell email remarketing. Just follow these rules to send the best message at the best time to every customer.
All the Data You Need for the Perfect Summer VacationWebtrends
Webtrends Summer Finale Fun Planner
There’s sun. There’s warm air. There’s the unflinching desire to go DO something. Start now with this handy infographic. It’s packed with helpful tips you really need to know. READY? We have all the data you need to plan the perfect vacation before summer is gone.
Customers Abandoning Their Shopping Carts? Don't Get Mad. Get Remarketing!Webtrends
Fact: Abandoned shopping carts account for $18 billion in missed revenue opportunities a year.*
Fact: Every cart abandonment email sent delivers over $6 in revenue.**
Embrace a new perspective on consumers who abandon your shopping cart, and use your insight to target them with an email remarketing campaign. Learn how email remarketing can bring consumers back, and turn them into high-value customers.
Our slideshare tells you how to do it, plus explains:
Why email remarketing is an effective way to bring abandoners back to your site
What makes cart abandoners a valuable group to target
How Webtrends technology enhances your email remarketing
* Forrester Research
** SalesCycle, 2013
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
GenAISummit 2024 May 28 Sri Ambati Keynote: AGI Belongs to The Community in O...
How to Segment Your Customers and Target Their Needs
1. Webinar #4: June 10, 2010 Optimizing Content through Segmentation and Targeting Bob Garcia Director, Product Marketing
2. Process involves testing, identifying and using segments, and using test results to target content and create highly personalized web experiences. What is Site Optimization? A discipline and a continual process Allows marketers to maximize content relevance Result is improved conversion rates and engagement
4. Current & Planned Use of Tactics 95% Use: Current or Planned 83% 71% Use: Current or Planned 74%
5. “Relevance doesn't need to be rocket science.” “Simply identifying with customers through segmentation, by using personas, or by listening to user-generated feedback provides fuel for increasing relevance.” Emily RileyForrester Research Emily Riley, Forrester Research, April 28, 2009 “: Five Ways to Improve the ROI of Your Behavioral Targeting Campaigns”
6. “How Mature Is Your Marketing Organization?” “Onsite behavioral marketing programs, delivering customized, targeted Web content are emerging as an appealing option for businesses seeking new ways to drive sales and improve conversion rates in an era where accountability for marketing spend continues to grow.” Andrea FishmanClickZ Andrea Fishman, ClickZ, Mar 24, 2010 “Are You Ready for Behavioral Marketing?”
7. “Use your own site data.” “Do more with the web analytics platform. The most obvious way to extend an existing Web analytics implementation is by closing data collection and analysis gaps through the addition of functionality from your vendor’s own tool kit. Analytical extensions to Web analytics include A/B and multivariate testing and behavioral targeting applications.” Joe StanhopeForrester Research Joseph Stanhope, Forrester Research, March 29, 2010 “How Web Analytics Will Emerge as a Cornerstone of Customer Intelligence”
9. Visualizing Segments New vs. Returning 4 KeyProducts 8 MajorMarkets 16 VisitorPersonas All 100% of visitors 100% of visitors 16 segments = all 1 segment = all SegmentsShare one or more preferences or characteristics Segmentation Division of visitors into segments that are then used against defined objectives to drive relevance
10. Segment Attributes Geo IP location DMA Code Time of Day/Week Browser | Device Environment Geo IP location Organic Search Term Paid Search Term Banner Link Referrer Source Cookie Visitor Data Mart CRM Data External Variables Pages viewed Authentication Login Path Behavior
12. Segment Selection Determine whether a segment is worthy of targeting: Priority– focus on high value customers Population– sufficient size and potential value Objective– for example reduce excess inventory or improve UX Fit– synergy and breadth of potential promotions Tip: Marketers can use technologies like Webtrends Visitor Data Mart to explore and discover historical segments based on behavioral and demographic customer data.
38. How It Works? Targeting Process Strategy Segment Analysis and Selection Determine Target Content – Ideally through Testing Target Content Setup and Activation Reporting & Analysis
39. example The Azul marketing team is looking to deliver targeted content to high value visitor segments.
40. Target offers to segments based on3criteria: GeoLocation Search Keyword Loyalty Member Status
47. The Future Segment Discovery Add External Data & Discover Segments Targeting (Optimals) Define Content, Run MVT Define and Capture Attributes segment discovery success depends on the segment attribute data you capture during test
50. Bob Garcia (e) bob.garcia@webtrends.com (t) @bob_garcia blog: For more on site optimization check out Billy’s Blog http://blogs.webtrends.com/optimization/ FOR MORE INFO:
Editor's Notes
Update July 30, 2009
This graphic represents the ideal optimization process. Obviously, marketers need the flexibility to respond to different issues that may cause them to jump into targeting while holding off on testing. Selecting solutions that enable this agility is key to ensuring success. Process:General testing is done against all traffic – don’t make assumptions on segments and optimize against all your traffic as a first stepSegment testing - After Testing against all traffic, pick key segments to further testing to determine optimalsTargeting - Targeting kicks in once testing is completed. Personalization - Marketing expertise + segments (can be very granular) to make content decisions to personalize targets – Need to define content modification need to be made plus target rules (i.e. segments)Data being gathered throughout each step. Image represents the data not just the person.
Why Site Optimization mattersOk, let's start with the easy one:Make more moneyYour current traffic will convert at a higher rate resulting in a bigger R on marketingBut wait... there's more! When you increase your success rate, it also means you can…2. Increase advertising spendAfter all, when your conversion rate increases, then PPC, affiliate marketing and other advertising will suddenly become much more profitable. And when you do that, you can…3. Increase market shareThe more you increase your conversion rate, the more traffic you can buy, the more customers you getThe more customer you get..4. Make even more moneyThe more repeat business you get.And it all starts with an effective site optimization strategy.
Ideally a marketer would have the ability to explore and define segment opportunities independently.We see the friction of marketers having to rely on IT for segment pulls as a key obstacle that deters the use of segmentation. Ideally, defined segments would be used across channels and tactics to better associate the value they drive and create efficiencies for marketers.
3 step processCrawl – walk – run approachBusiness objectives should be top of mind when considering targeting Ideally, Marketers should be empowered to perform these activities with minimal IT intervention.
ROMI is return on marketing investment. Prospects are spending millions of $s on PPC, email and other channels driving traffic to key pages. How are prospects ensuring the optimal performance (i.e. conversion) of this traffic? How do they differentiate high vs. low value traffic? How do they optimize their content to maximize conversions for different segments? All of this is possible within Optimize.
Define SegmentCampaignsEmailPPCAdsMobileSocial Media Define ContentDetermine content will be most effective for each segment, or test the same content against all segmentsIdeallyTest ContentMultivariate test recipe for each segmentTarget Optimal(s)Show optimal content for each segmentOtherwiseTarget contenet using segments
Marketers come at this from 2 different perspectives:Audience-centricBusiness needs- centric