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  1. 1. ®PLAYBOOK / RELEVANCEAchieving Real-Time Relevance:Driving More Revenue FromYour Digital MarketingSteve Earl, Director of Product Marketing at Webtrends& Bob Garcia, Director of Optimization Solution Sales at Webtrends
  2. 2. Why Relevance Matters Consumers are using multiple channels to interact with your brand. They’re on social media, mobile devices and other consumers. step and become a customer? campaigns, the more likely they will convert to customers and drive revenue. Relevance Applies Customer Intelligence In digital marketing, relevance means understanding a consumer’s behavior across all digital channels and then being able to use that intelligence to take action in real-time “Before working with Webtrends, I would be worried about making consumers. changes to our sites for fear of negative But the application of relevance differs greatly across companies, industries and geographies. What remains make alterations because I have the consistent, however, is the value of highly relevant data and results to show what the interactions brings, such as engagement levels, conversion impact will be: rates and brand loyalty. +7% lift in online bookings, with an increase of +$2 million in sales per complete view of their target customers across all channels. year.” It is only through truth and value — objective measurement Claire Evans, Head of Customer Experience, and how to appeal to that person. It’s every marketer’s job to On The Beach Online Travel Agency solve that problem. Without performance marketing, delivering the most meaningful product offering or 4 Steps to Delivering Real-time Relevance in Digital Marketing To be relevant every time, everywhere requires a deep understanding of your customers’ behavior across all digital channels, and then the ability to use those insights to drive your marketing – in real time. How do you this? There are four important ingredients needed to deliver real-time relevance to better engage with your customers and prospects. It represents a continuous process of iterations, leading toward personalization: ¬ 1. Measure online behaviors, no matter where or how your customers connect with you (web, social or mobile) 2. Analyze the collected data in order to identify opportunities 3. Build segments of your customers according to their shared behaviors and activities 4. Use a discipline of testing to drive relevant targeting of content and offers to these segmentsPLAYBOOK / RELEVANCE 2
  3. 3. Real-time relevance is not a one-time project or activity, but rather a continuous cycle of iterations to optimize your digital marketing. 1. Measure behavior across all channels digital presence provides the essential foundation for optimizing your digital marketing. Without them, you won’t succeed, or the few successes you do Measure Behavior have will not be noticed or effective in the long term. Collect data on user Measurement and data collection spans all your digital properties, the behavior and activity from marketing campaigns you run across them, and the ongoing interactions you all the visitor interaction have with your customers online. Do not under-estimate this step of the channels, including process. Be sure to align it with your business goals and take the time to websites, social media measure what matters, whether that is the time of day your mobile app is and mobile devices. anticipate what data will matter in downstream analysis, as you cannot analyze what you haven’t planned to measure.PLAYBOOK / RELEVANCE 3
  4. 4. 2. Analyze data and understand visitor behavior across digital channels The data collected about your customers contains valuable information about Analysis what they care about as well as how you can provide them with a better After data is collected, analyze it to obtain a holistic critical to glean those opportunities in order to rationalize, justify and prioritize view of customer behavior your digital marketing investments. across channels and over time. data, the ability to consume the data collected and gain insights from it has become much more challenging than ever before. Analysis and consumption of data is achieved through a combination of reports and dashboards enabling an accurate and objective “truth.” Advanced visualization techniques are used to bring the data to life so that marketers and brand managers can take action on the data, in real-time. 1. What customer segments matter? Consider: referrers, geo-location, favorable behavioral traits, purchase lifecycle state, etc. 2. What pages need work? Consider: bounce rates, time on site, shopping cart abandonment, etc. 3. What channels are delivering the most value? Consider: PPC cost per lead, sales attributed With this insight, you’re empowered with the critical data to identify your high-value segments as well as areas to optimize. 3. Segmentation enables relevant marketing Building on analytics, segmentation moves digital marketing to a 1:1 point of view. Analytics helps prioritize the some or all of the following as a basis for moving to more relevant digital marketing: Source - where do visitors come from? Behaviors - what types of activities have they engaged in? Engagement - which visitors engaged the most in some activity? Scoring - which visitors are the best across multiple types of activities/interests, and how are they prioritized? Segments Visitors who share one or more preferences or characteristics. Segmentation Division of visitors into groups (or segments) that are thenPLAYBOOK / RELEVANCE 4
  5. 5. relevance into targeting should include the ability to: View lifetime values associated with individuals across multiple sessions Look at multiple behaviors in different time windows Segment based on both presence and absence of behaviors or attributes, such as a list of people that clicked through on a campaign but didn’t convert. 4. Drive relevance through Testing and Targeting Optimization is fueled by analytics and segmentation as those inputs drive testing, targeting and personalization. A/B and multiviratetesting will ensure you deliver the optimal experience for your online visitors, presenting them with the content that is relevant to them. There is tremendous value in testing and targeting as it provides an objective and data-driven approach to digital marketing. Site optimization should be viewed as a revenue creation engine for your business as you should get out more than what you invest. A/B/n Testing Compares two or more alternatives of a single element, page or funnel. Split Testing involves even proportions (50/50) or uneven (such as Multivariate Testing Simultaneous testing of multiple variations of multiple content elements to determine the most effective combination. TargetingPLAYBOOK / RELEVANCE 5
  6. 6. Real-Time Relevance is King channels, media, technologies and measurement approaches have evolved, and customer touch points have gotten more fragmented and diverse, digital marketing has become more challenging. No matter what youre trying to accomplish with your digital marketing efforts, fundamentals remain the same – if And if youre not improving, youre wasting marketing dollars. That’s why it’s so important to understand what works and what doesn’t, the interrelationship and cycles between the touch points, and the ability to easily take action on this understanding. True one-to-one relevance is enabled through a deep understanding of the customer and across all channels of interaction, coupled with the ability to leverage that information in real-time to improve the conversion of your digital campaigns. In this new world of digital marketing, relevance is king. Call us, let’s talk. North America – 877.932.8736 EMEA – +44 (0) 1784 415 700 ABOUT WEBTRENDS INC. and improve campaigns for more than 3,500 global brands including: The New York Times, Microsoft, BMW, RIM, China Telecom, China Mobile, CCTV, Tencent QQ, Hitachi, The Associated Press, HSBC, Barclays, Vivo Cellular and Petrobras. Our content and customer intelligence, including web sites, social media, mobile and paid-search advertising. Webtrends is a registered trademark of Webtrends Inc. in the United States and other countries. All other trademarks and registered trademarks are the properties of their respective owners. 851 SW 6th Ave., Suite 1600 Webtrends Sales Europe, Middle East, Africa Portland, OR 97204 1.888.932.8736 +44 (0) 1784 415 700 1.503.294.7025 emea@Webtrends.comPLAYBOOK / RELEVANCE 6