SlideShare a Scribd company logo
Webtrends
Futures
Conrad Bennett
VP, Technical Services – EMEA
conrad.bennett@webtrends.com
• Some (Pre) History
• Where are we
now?
• Which Way Is The
World Going?
• The Future
• Why Webtrends?
Agenda
(Pre) History of Analytics
The Life of a Digital Analyst?
…Probably Not
A More Polite Version
What Is Changing?
Static reports on what’s happened Then
Compared to…
Live window into what’s happening Now
What Happens When It Goes Dark?
The Value of Looking Through a Window
• Target relevant ads or content at the right time
• Change an experience in the moment
• Remarket to people not categories
A New Era For Digital Intelligence
+Real-Time
Customer Centric
Actionable
Historical
Analytics
Real-Time
Analytics
Use Cases
Dashboards, campaigns,
multi-touch attribution,
data mining. All in the past
hours to days old.
High level trending,
campaigns, summary-level
analysis hours to minutes old.
Push API powers content & offer
relevance, visitor engagement,
ad targeting, social interaction,
trends, referrals.
As-it-happens
Machine-to-machine
Visitor–level detail
+
+
+
“If I’d asked them what they wanted, they
would have asked for a faster horse.”
-Henry Ford
THE CUSTOMER
Steve, The Biker
 Recently purchased a new touring motorcycle
 Needs a new helmet
 Shops online during busy holiday weekend
THE BRAND
Jill, Motorcycle Superstore
 Owns Customer Acquisition and Retention programs
 Can’t wait for static, dated reports in order to act
 Must respond in the moment during holiday weekend
Discover
Convert
Respond
Consider
Decide
Re-Engage
Respond
1
2
3
4
5
6
7
WEBTRENDS SOLUTION
• PPC campaign setup and management with
Webtrends Ads
• Real-time Campaign Monitoring with
Webtrends Streams
VALUE DELIVERED
• Maximize ROAS
• Increase employee workflow efficiency
 Jill sets up and optimises her SEM Program
 Monitors keyword performance in real-time
 Able to responds quickly to emerging trends
STEVE’S BEHAVIOUR JILL’S ACTIONS
 Steve goes to Google and performs
a search for "motorcycle helmet"
Discover
WEBTRENDS SOLUTION
• Intelligent Landing Page Optimisation with
Webtrends Optimize
VALUE DELIVERED
• Increase click-through rate
• Increase interaction rate
• MVT testing to optimise landing page
• Relevant content delivered in context
• Based upon knowledge of Steve & his
current behaviour
STEVE’S BEHAVIOUR JILL’S ACTIONS
• Clicks sponsored link and lands on a
motorcycle helmet category page.
• Browses helmet.
Respond
WEBTRENDS SOLUTION
• Segment discovery and precision targeting
with Webtrends Streams + Webtrends
Optimize
VALUE DELIVERED
• Impact cross-sell/up-sell rate
• Deliver relevant content to increase
engagement
• Automatic in-the-moment scoring
• In-the-moment offers presented based upon
geo-location, device, behaviour awareness
STEVE’S BEHAVIOUR JILL’S ACTIONS
• Begins exploring gloves which have been
cross-merchandised on helmet pages.
• Relevant helmet offers are displayed while
he browses gloves
Consider
WEBTRENDS SOLUTION
• Event and Segment discovery and configuration
with Streams + Action Center
• Full-Session Scoring with Webtrends Streams +
Webtrends Optimize
• Email Remarketing powered by Webtrends
Streams + Action Center
VALUE DELIVERED
• Increase cross-sell/up-sell rate
• Deliver relevant content to increase
engagement
• Remarketing message triggered at the most-
effective, tested moment of abandonment
• Relevant content based upon the full-session
knowledge of Steve's visit
STEVE’S BEHAVIOUR JILL’S ACTIONS
• After browsing the site, Steve leaves the site
without making a purchase.
• Within moments, an email with helmet and
glove offers received.
Decide
How Fast Is Too Fast?
WEBTRENDS SOLUTION
• Buy-flow optimization with Webtrends Optimize
• Event and Segment discovery and configuration
with Webtrends Streams + Action Center
• Full-Session Scoring with Webtrends Streams +
Webtrends Optimize
VALUE DELIVERED
• Decrease cart abandonment
• Increase offer take rate
• Increase average order value
• Increase units per transaction
• Increase revenue per transaction
• Optimised check-out and buy-flow
• Email confirmation sent which includes
products, offers and messaging relevant to
Steve’s last session on the website
STEVE’S BEHAVIOUR JILL’S ACTIONS
• Receives email from Motorcycle Superstore,
and clicks-through from a link in the message
• Adds a helmet and a pair of gloves to his
shopping cart and completes the purchase.
Convert
WEBTRENDS SOLUTION
• Email optimization with Webtrends
Optimize
VALUE DELIVERED
• Decrease costs of testing
• Deliver relevant content to increase
engagement
• Increase click-through rate
• Decrease cost per channel
• Sends email promotion to their most valued
customers advertising a flash/same day sale
• Message optimized through a single bulk
send instead of multiple batch tests.
STEVE’S BEHAVIOUR JILL’S ACTIONS
• Steve receives an email message from
Motorcycle Superstore on his mobile phone
promoting a flash sale on winter riding
headwear
Respond
WEBTRENDS SOLUTION
• Mobile site optimisation with Webtrends
Optimize
• Campaign monitoring with Webtrends
Streams
VALUE DELIVERED
• Decrease costs of testing and development
• Support multi-channel engagement
• Increase lifetime value
• Increase revenue per repeat customer
• Optimized their mobile site to ensure that
their responsive design is working as desired
• Monitors customer behaviors, and adjusts
merchandising and content as necessary
STEVE’S BEHAVIOUR JILL’S ACTIONS
• Steve clicks on a link in the email from his
mobile device, and begins exploring the flash
sale on Motorcycle Superstore’s mobile site.
Re-Engage
Precision Targeting with Optimize
How it Works
Email Remarketing
How it Works
A Trade-Off
Flexibility
Privacy
Security
Please Do Not Do This
Questions?
Thank You

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Webtrends Futures

  • 1. Webtrends Futures Conrad Bennett VP, Technical Services – EMEA conrad.bennett@webtrends.com
  • 2. • Some (Pre) History • Where are we now? • Which Way Is The World Going? • The Future • Why Webtrends? Agenda
  • 3. (Pre) History of Analytics
  • 4. The Life of a Digital Analyst?
  • 6. A More Polite Version
  • 7.
  • 8.
  • 9. What Is Changing? Static reports on what’s happened Then Compared to… Live window into what’s happening Now
  • 10. What Happens When It Goes Dark?
  • 11. The Value of Looking Through a Window • Target relevant ads or content at the right time • Change an experience in the moment • Remarket to people not categories
  • 12. A New Era For Digital Intelligence +Real-Time Customer Centric Actionable Historical Analytics Real-Time Analytics Use Cases Dashboards, campaigns, multi-touch attribution, data mining. All in the past hours to days old. High level trending, campaigns, summary-level analysis hours to minutes old. Push API powers content & offer relevance, visitor engagement, ad targeting, social interaction, trends, referrals. As-it-happens Machine-to-machine Visitor–level detail + + +
  • 13. “If I’d asked them what they wanted, they would have asked for a faster horse.” -Henry Ford
  • 14. THE CUSTOMER Steve, The Biker  Recently purchased a new touring motorcycle  Needs a new helmet  Shops online during busy holiday weekend
  • 15. THE BRAND Jill, Motorcycle Superstore  Owns Customer Acquisition and Retention programs  Can’t wait for static, dated reports in order to act  Must respond in the moment during holiday weekend
  • 17. WEBTRENDS SOLUTION • PPC campaign setup and management with Webtrends Ads • Real-time Campaign Monitoring with Webtrends Streams VALUE DELIVERED • Maximize ROAS • Increase employee workflow efficiency  Jill sets up and optimises her SEM Program  Monitors keyword performance in real-time  Able to responds quickly to emerging trends STEVE’S BEHAVIOUR JILL’S ACTIONS  Steve goes to Google and performs a search for "motorcycle helmet" Discover
  • 18. WEBTRENDS SOLUTION • Intelligent Landing Page Optimisation with Webtrends Optimize VALUE DELIVERED • Increase click-through rate • Increase interaction rate • MVT testing to optimise landing page • Relevant content delivered in context • Based upon knowledge of Steve & his current behaviour STEVE’S BEHAVIOUR JILL’S ACTIONS • Clicks sponsored link and lands on a motorcycle helmet category page. • Browses helmet. Respond
  • 19. WEBTRENDS SOLUTION • Segment discovery and precision targeting with Webtrends Streams + Webtrends Optimize VALUE DELIVERED • Impact cross-sell/up-sell rate • Deliver relevant content to increase engagement • Automatic in-the-moment scoring • In-the-moment offers presented based upon geo-location, device, behaviour awareness STEVE’S BEHAVIOUR JILL’S ACTIONS • Begins exploring gloves which have been cross-merchandised on helmet pages. • Relevant helmet offers are displayed while he browses gloves Consider
  • 20. WEBTRENDS SOLUTION • Event and Segment discovery and configuration with Streams + Action Center • Full-Session Scoring with Webtrends Streams + Webtrends Optimize • Email Remarketing powered by Webtrends Streams + Action Center VALUE DELIVERED • Increase cross-sell/up-sell rate • Deliver relevant content to increase engagement • Remarketing message triggered at the most- effective, tested moment of abandonment • Relevant content based upon the full-session knowledge of Steve's visit STEVE’S BEHAVIOUR JILL’S ACTIONS • After browsing the site, Steve leaves the site without making a purchase. • Within moments, an email with helmet and glove offers received. Decide
  • 21. How Fast Is Too Fast?
  • 22. WEBTRENDS SOLUTION • Buy-flow optimization with Webtrends Optimize • Event and Segment discovery and configuration with Webtrends Streams + Action Center • Full-Session Scoring with Webtrends Streams + Webtrends Optimize VALUE DELIVERED • Decrease cart abandonment • Increase offer take rate • Increase average order value • Increase units per transaction • Increase revenue per transaction • Optimised check-out and buy-flow • Email confirmation sent which includes products, offers and messaging relevant to Steve’s last session on the website STEVE’S BEHAVIOUR JILL’S ACTIONS • Receives email from Motorcycle Superstore, and clicks-through from a link in the message • Adds a helmet and a pair of gloves to his shopping cart and completes the purchase. Convert
  • 23. WEBTRENDS SOLUTION • Email optimization with Webtrends Optimize VALUE DELIVERED • Decrease costs of testing • Deliver relevant content to increase engagement • Increase click-through rate • Decrease cost per channel • Sends email promotion to their most valued customers advertising a flash/same day sale • Message optimized through a single bulk send instead of multiple batch tests. STEVE’S BEHAVIOUR JILL’S ACTIONS • Steve receives an email message from Motorcycle Superstore on his mobile phone promoting a flash sale on winter riding headwear Respond
  • 24. WEBTRENDS SOLUTION • Mobile site optimisation with Webtrends Optimize • Campaign monitoring with Webtrends Streams VALUE DELIVERED • Decrease costs of testing and development • Support multi-channel engagement • Increase lifetime value • Increase revenue per repeat customer • Optimized their mobile site to ensure that their responsive design is working as desired • Monitors customer behaviors, and adjusts merchandising and content as necessary STEVE’S BEHAVIOUR JILL’S ACTIONS • Steve clicks on a link in the email from his mobile device, and begins exploring the flash sale on Motorcycle Superstore’s mobile site. Re-Engage
  • 25. Precision Targeting with Optimize How it Works
  • 31. Please Do Not Do This