#monetatesummit
Segment DiscoveryBrian Hawkins,
Senior Partner, Web Analytics Demystified
Turn discovered segments into targeted ad buys
Intro• Early Employee at Offermatica
• Helped found the Optimization consulting services at Offermatica and at Omniture
• Senior Optimization Manger overseeing dozens of clients across all verticals and across all Optimization toolsets
• Sr. Partner at Web Analytics Demystified consulting for the most advanced optimization programs out there
State of the industry
• Optimization is here to stay
• Organizations are seeing tremendous value with testing and are building robust programs to support and iterate on them
• Testing is expanding to other mediums and is getting more sophisticated
The Challenge
• Technology and training
• Resources – good analysts and data-driven marketers are hard to come by
• Implementation
• Data Augmentation
Trends• Data-driven test decisions
• Coordination with offsite marketing efforts (display, email, search, etc…)
• Geo-targeted tests
• Pushing the winner vs. testing (content management by way of testing solutions)
• Segment discovery
Trends
Trends
Benefit: Wiser Media Buys !
!
Outcome: Segment discovery onsite can enable better decision offsite such as with display and
paid search acquisition initiatives
Trends
The Outlook• More automation
• Authenticated and third-party data solutions (Blue Kai, DemandBase, etc…)
• Deeper testing integrations with in house analytic solutions
• Mobile and mobile apps
• Continued onsite learnings applied offline
• Standardize a small set of segments from the start (20-30 depending on business)
• Consider loyalty status, time of day/day of week, behavior based, and authenticated variables
• Value of segmentation will be realized within the first few tests
Conclusion
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