Webtrends Webinar - Navigating the Journey to Practical Targeting

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.

Navigating the Journey to Practical On-Site Targeting

Webinar: May 12, 2011

Optimizing Revenue & Engagement

Jennifer Wilson

Senior Product Manager Bob Garcia

Director, Product Marketing


Agenda

• Site Optimization Overview

• Segment Attribute Insights

• Maturity Model

• Leverage On-Site Targeting

• Requirements for Success

• Q & A


what is Site Optimization?


Analytics

Optimization

Segmentation


Website Optimization Involves…

Ongoing discipline striving to improve content

relevance in order to maximize conversions.

Site Optimization Tactics:

a/b testing multivariate testing analytics

segmentation targeting personalization


What Can be Optimized?

1. LEAD GENERATION

2. SELF-SERVICE

Opportunities:

websites mobile facebook

carts/funnels segments

3. ECOMMERCE

4. CONTENT

Tactics:


Site Optimization Continuum

Segment Testing General Testing Targeting Personalization

ROMI ROMI ROMI ROMI


Visualizing Segments

100% of

visitors

100% of

visitors

1 segment = all 16 segments = all

All

New vs.

Returning

4 Key

Products

8 Major

Markets

16 Visitor

Personas

Segments : Share one or more preferences or characteristics


Segment Attributes to Consider

In session

Current & Historical

Geo IP location

DMA Code

Time of Day/Week

Browser | Device

Environment

URL Tracking Parameter

Organic Search Term

Paid Search Term

Referrer

Source

Cookie

Profile-based Attributes

Demographic

CRM Data

External Variables

Products Viewed

Content Viewed

Authenticated

Browsing Path

Behavior

Anonymous

Initial visits

Acknowledging

Returning Visitors


What is Personalization?

Process of customizing content to individuals /

segments based on their characteristics and/or preferences.

Visitor

• Email address

• Name

• Gender

• Lifetime purchase

• Last visit

Events

• Ad clickthrough

• Content group clickthrough

• Onsite Search

• Purchase

• Search clickthrough

• Shopping CartAdd

Visit

• Authenticated

• Entry page

• Referring domain

FUEL = Visitor Behavioral Data


Maturity Models


General Optimization Maturity Model

“Crawl ” Phase

“Walk” Phase

“Run” Phase

Operational

Reporting

Effort and cost increase as you move right, but so does the RODI

80% 20%


Segmentation Maturity Model

“Crawl ” Phase

“Walk” Phase

“Run” Phase

Operational

Reporting

Effort and cost increase as you move right, but so does the RODI

80% 20%


Leverage On-Site Targeting


Onsite Targeting

Targeting = Segments + Content = The Big R’s


Results: Improved lead-to-sale

ratio and shortened sales cycle

Dealer receives

qualifies leads

X-Country Video: 25

Touring Gear: 40

Destination: 75

Behavioral

Scoring Segmentation

Remarketing to

warm leads

E-mail Direct Mail

@

On-site Targeting

Driving Revenue From Online Leads

“Our dealers are seeing an increase in

the quality of prospects they receive.”


Results: Improved lead-to-sale ratio

and shortened sales cycle

Agent receives

hot leads

Home: 25

Life: 40

Auto: 75

Behavioral

Scoring Segmentation

Remarketing to

warm leads

E-mail

Direct Mail

@ On-site Targeting

Driving Revenue From Online Leads

Mobile

CRM

http://online2.statefarm.com/b2c/sf/agent/37/1957

http://online2.statefarm.com/b2c/sf/agent/37/1573


Requirements for Success

Test Planning Test Planning Strategy Tactic

Selection

Plan &

Prepare Setup & QA Activation

Campaign

Performance

PROCESS

Optimization Analyst Creative Specialist Web Developer

PEOPLE

TECHNOLOGY Testing

Segmentation

Targeting

Personalization


Business Benefits

10% reduction in support calls! 18% boost in leads!

33% lift in conversions

17% increase in conversions!

Incremental $500k!

Revenue Customer Satisfaction Relevance


Bob Garcia (e) [email protected]

(t) @bob_garcia

Jennifer Wilson (e) [email protected]

(t) @jen_wilson

Webtrends Webinar - Navigating the Journey to Practical Targeting

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