Insights from Web Analytics Demystified www.webanalyticsdemystified.com

From Visitors to Customers Moving Beyond Counting Website Visitors to Engaging with Customers

John Lovett, Senior Partner @JohnLovett

We are the change…

Barak Obama’s “Yes, We Can Change” January 2008, Nashua NH Visualization: Wordle.net

“Change will not come if we wait for some other person or some other time. We are the ones we’ve been waiting for. We are the change that we seek.”

Become a Catalyst for Change

Status Quo Transform

Change

Broadcast Dialogue

Reactive Proactive Generic Relevant

Visitor Customer

Counting Interacting

Agenda

•  Understanding Changing Visitors

•  Getting to Know Your Customers

•  Acting in the “Analytical Instant”

4  

Who are your visitors? •  Multichannel –

–  40% of Internet users watch TV and surf he web simultaneously

•  Addicted – –  48% of Internet users check social media when they wake up1

•  Deliberate – –  Between 80 to 90% research online prior to purchasing offline

•  Opportunistic – –  43% of consumers purchased from a different retailer than where

they researched

•  Not Listening – –  “Although buyers are not listening when you talk, paradoxically

they have become more information hungry than ever…”

5  Source: 1. http://mashable.com/2010/03/17/social-media-usage-stats/

Understand Visitor Behavior

Dialogue Interaction Exposure

@johnlovett

Practice Relationship Marketing

ROI Starts Here

Dialogue Interaction Exposure

@johnlovett

Relationship Marketing Doesn’t Stop with Interaction…

Advocacy

Support

Innovation

@johnlovett

These Are Your New Measurement Objectives

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Dialogue Interaction Exposure

Advocacy Support Innovation

@johnlovett

Know Your Customers To Know Your Effectiveness

10  

Dialogue Interaction Exposure

Advocacy Support Innovation

?

@johnlovett

Agenda

•  Understanding Changing Visitors

•  Getting to Know Your Customers

•  Acting in the “Analytical Instant”

11  @johnlovett

A Day in the Life…

12  

Catalog

Name Address

Zip Code Gender

Purchases Preferences

Profile

Web

IP Address Visits Views

Browsing Referral

Frequency Inferred Prefs

Call Ctr

Name Account #

Issue Resolution

Profile Satisfaction

Apps

(Name) Download

Device Geography Interaction Engagement

Store

Zip Code Purchases

(Account #) Credit Card

What is the True Profile?

13  

The True Profile is a solution that offers a contemporary understanding of customers by managing data from interactions across multiple channels.

@johnlovett

True Profiles Span Channels

Print Web Wiki Facebook iPad

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Customer Experience

True Profiles Offer “Memory”

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True Customer Profile

Obfuscated data Preferences History Profitability

Integrate Data Streams

16  

Web Data

Social Data

Web profile

Social profile

Customer Data Warehouse

CRM profile

True profile

Capturing Data True Profile

Leveraging Customer Profiles & Segments

18

True profile

True Profile Segments

19  @johnlovett

Agenda

•  Understanding Changing Visitors

•  Getting to Know Your Customers

•  Acting in the “Analytical Instant”

20  @johnlovett

A Contemporary Interpretation The “Analytical Instant”

Customer Experience

21  

Data Intelligent Marketing

Marketing improves with access to data.

Take ACTION!

22  

Use Customer Profiles within WCM

•  Analyze behavior against scoring models •  Determine customer value •  Jane Smith is likely to become a valuable

customer •  Target with intelligent marketing

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janesmith@gmail.com

Phase 1: True

Customer Pro!le

Phase 2: Segment

Customers

Phase 3: Automate Biz Rules

Phase 4: Trigger

Marketing

Phase 5: Learn &

Optimize

Use web analytics to

drill down to individual behaviors

Roll-Up individual data

into meaningful segments

Determine propensity for

action and assign

business rules

Automate content,

emails, etc. with dynamic

response

Readily accept feedback across

channels and improve

Turn Profile Insights Into Marketing Actions

Moving Beyond Counting Visitors to

Engaging Customers

Jose Santa Ana

Product Marketing Director

Agenda

• Who is Alterian

• WCM Maturity Model

• Levels of Content Targeting

• The Alterian Solution

• Q&A

To change the face of marketing from mass

marketing to engagement with the individual

Alterian Web Engagement Maturity Model L

eve

l 4

ENGAGEMENT

Cross-channel content management driven by analytical insight

•Exec level sponsored, Business Ops administered, IT supported

•Part of a Cross-channel engagement strategy

•A/B, Split run and Multi-variate testing

•Content targeting & Recommendations

•Integration with CRM

•Social Media Monitoring & outreach

Leve

l 3

INTERACTION

Consolidated visitor-centric sites; decentralized management

•Exec level sponsored, Business Ops administered, IT supported

•Part of a Multi-channel communication strategy

•Taxonomy support

•Multilingual sites and automated translation workflows

•Personalized content

•A/B, Split-run Content Optimization

•Interactive media management

•User generated content

•Content retention & archiving

Leve

l 2

MANAGEMENT

CMS-enabled websites to manage & re-use content

•LOB sponsored IT managed

•Dynamic publishing

•Separation of content & presentation

•Web based content entry

•Multisite management

•Serial workflows

• Image & graphic management

•Audit trails

Leve

l 1

INFORMATION

Brochure-ware websites

• IT or Agency managed & driven

•Static Publishing

If you’re not using content targeting, your competitor might be…

Web Content Management is Alive

and Well in 2011 Thanks to Online

Customer Experience, Forrester

Research, Inc., March 17, 2011

Why you might want to consider Content Targeting

• To improve customer engagement and grow conversions

• To surface relevant content that a visitor would otherwise

not know to look for

• To identify high-value customers and make them more

profitable

• To partially or fully automate more effective marketing to

audience segments

Content Targeting can be based on any or all of the following:

• For known visitors/customers:

– Visitors' profiles and preferences: everything they’ve told you about

themselves

– Their history with you: all past interactions with them – what they’ve

done on your site, their communications with you, etc

• For unidentified visitors:

– How they got there: what did they search on? did they click on an ad?

was the URL that they clicked on tagged?

– What are they doing: their behavior in the current session (navigation

paths, site searches, etc).

– Other contextual data: what time of day, day of the week is it? where

are they? what do you want to promote?

Levels of Content Targeting

Simple Name, Title, Greeting

Explicit Personalization Based on Provided Likes/Wants

Implicit Personalization Based on Behavior

Testing A/B MVT

Levels of Content Targeting: Explicit Personalization

• User provides info

on his/her

interests

• Business rules to

display specific

content items

• Based on

likes/wants

provided by a

registered user

Levels of Content Targeting: Implicit Personalization

• Extend web analytics beyond

counting visitors, pages and clicks

• Generate user profiles based on

individual web behavior

• Track behavior at the asset-level

instead of page-level to address truly

dynamic web environments

• Bridge anonymous visitors and

known users to truly understand

audience behavior

Levels of Content Targeting: Implicit Personalization

• Define vocabularies

and taxonomies

• Assign metadata to

content

• Generate content

profiles

Data Collection and Preparation Profile Generation

Content Processing • Keyword Tagging

• Correlation Analysis

• Feature Extraction

• Build Taxonomies

Behavior Preprocessing • Data cleansing

• Sessionizing

• Page / Asset Views

• Event Tracking

Site Content

Web Activity

• Feature Clustering

• Content Profile Derivation

Content Profiles

• Transaction Clustering

• Usage Profile Derivation

Usage Profiles

WCM Server

Active Session Recommendations

Recommendation

Engine

Online Process

Batch Process

Other customer data

volunteered or

from other channels

Dynamic Content Targeting: A Framework

Test

Alterian Solution

Multi-channel Execution Web, Mobile, Social Media, Email

Content Textual, Rich

Media, Creative,

Design

Social

Media

Publisher

Email

Manager

We

b A

na

lyti

cs

So

cia

l In

tell

ige

nc

e

Campaign

Data, Targeting, Persona Refinement

Testing: A/B, MVT

With Content Targeting, you now have the ability to:

• Improve customer engagement and grow

conversions

• Deliver consistent messaging dynamically

across multiple channels

• Create more effective geo-targeted

campaigns / promotions

• Tune your website based on visitor behavior

• Display recommendations based on

personas

• Tag, segment, and display right content for

the right audience

Take Action!

• Identify your segments and personas

• Determine content opportunities for personalization

• Create a rule

• Test it

• Go live

• Analyze the results

• Tweak

• Repeat

Growth

Alterian Overview

0

10

20

30

40

FY06 FY07 FY08 FY09 FY10

£m

Revenue

Alterian Customer Engagement Solutions

Alterian (LSE: ALN)

enables organizations

to create relevant,

effective and engaging

experiences with their

customers and

prospects through

social, digital, and

traditional marketing

channels.

Software for Marketers by Marketers

Engaging the Individual Across Multiple Channels

Analytically-Driven Throughout

Best Practice Consultancy and Support

Global Partner Ecosystem

Software as a Service or On-Premise Deployment

Alterian: Focused on Customer Engagement

More than 1,500 marketing

organizations across 26

countries rely on Alterian

solutions every day.

THANK YOU!

UK/EU: +44 (0) 117 970 3200 | NA: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449

Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: Alterian

John Lovett

Senior Partner, Web Analytics Demystified

John.Lovett@webanalyticsdemystified.com

+1 603 262-5636 or @johnlovett

Jose Santa Ana

Product Marketing Director, Alterian

Jose.SantaAna@alterian.com

+1 415 516 4252