Deliver the most relevant digital experience to your target audience

© 2012 Webtrends, All Rights Reserved.

Delivering the Most Relevant Digital Experience to Your Target Audience

March 14, 2012

© 2012 Webtrends, All Rights Reserved. |2

Before we get started

» Audio is through your computer, please adjust volume through your computer

» Twitter discussion: @webtrends @erictpeterson @earl_steve

» #relevance

» Q & A at the end – submit questions

» Webinar will be available on-demand for future

» Presentation will be emailed to all attendees


Presenters

Eric PetersonFounder & Principal ConsultantWeb Analytics Demystified, Inc.

Steve EarlDirector Product MarketingWebtrends

@webtrends @erictpeterson #relevance 4

Agenda

• Brief Introductions• Creating Relevant Experiences• Five Steps to Become More Relevant Online• Relevance in Action: Webtrends Case

Studies• Questions & Answers


Web Analytics Demystified

• End-to-end strategies for digital measurement and optimization– Strategic Audits and Framework Development– Executive Retainers and Support Services– Operational Use Audits and Support– Implementation and Ongoing Reporting– Training, Education, Special Topics

• Visit www.webanalyticsdemystified.com

http://www.webanalyticsdemystified.com/


Internet marketing is hard

• Marketing online can be a hassle– Consumers expect to be anonymous– Consumers are learning to game the system– Consumers heavily penalize mistakes

• Competition never stops online

6


The Splinternet is Worse!

• The sheer number of consumer touch-points creates additional challenges

• Now you need to cater to multiple anonymous profiles across a variety of screens and channels


This is Why We LOVE Facebook!

• Facebook is not anonymous ...• Facebook knows everything about us ...• Which makes marketing much, much

easier

8

How Do We Show Our Love?



Alas, “Anonymous” Dominates

• Regardless of what we know ...• And what we think we know ...• Marketers need to be able to focus their

messages to meet consumer demandsneeds

• So how do you focus your message?


Create Relevant Experiences!

• Your digital channels can be the most relevant when it comes to meeting consumer needs

• What do I mean by “relevant?” Let me provide an example ...


I Need Some Air Jordans ...


Let’s Try Shoebacca ...

13


Huh? WTH!

14


Let’s Try This Again ...


Umm ...

16


One More Time ...


Finally, a “Buy Now” Button!

18


We Make Some Assumptions

• Granted, there are some assumptions• But the safest assumptions are:

A. The simplest

B. The ones that generate revenue

C. The ones that generate operational savings

• Don’t over-think on the Internet!


Why Strive for Relevance?

• Simple: Relevance will make you rich!• According to Forrester Research, Inc.:

– 73% of businesses working to be more relevant in their online interactions have successfully increased their conversion rate (18% percent by 20% or more!)

– An additional 39% have improved the efficacy of

their landing pages, and 28% have increased average order value

The State of Online Testing 2011. Forrester, February 2012.


Relevance Will Make You RICH!

• By better meeting consumer expectations ...

• You can lower your operational costs ...• And drive incremental revenue• Some examples?

– Software company delivers 10%+ lift in sales– Retailer generates $100M+ in incremental

demand– PC manufacturer generates $200M+ in

incremental sales


How Can You Be Relevant Online?

• Simple! Leverage your existing data assets– You have TONS of data ...– But data alone does not equal relevance– You need to put the data to work!

22


Putting Your Data to Work

• Our clients are successful at creating more relevant experiences online because they understand how to balance people, process, and technology– People help design relevant experiences– Process governs how experiences manifest– Technology powers the process end-to-end


People: The Human Element

• People create relevant experiences• In this model, analysts serve as an input ...

– By objectively evaluating what is working ...– By making recommendations for change ...– By measuring the results of those changes ...

• Most companies still under-invest in people


Objection: People Are a Problem!

• A common objection is “People are expensive ... won’t the technology handle all of this?”

• In a word, NO.– Analytical resources are your single most

important investment when it comes to driving relevance online

– Without a realistic investment in resources you will fail in your efforts to put your data to work


Process: The “Glue”

• Process governs how experiences manifest• In this model, process is the “glue”

– Governs how insights inform business changes– Governs how changes are brought to market– Governs how new experiences are measured

• Nearly all companies under-invest in process


Objection: Process is Lame!

• Another common objection is “Process is lame and slows us down ... won’t our people just figure things out?”

• In a word, NO.– Decades of experience have shown that

governance is a requirement to stay focused on the real prize

– Without attention to process you will end up with piles of reports ... that create little real value


Technology: The Enabler

• Technology powers the process, end-to-end• It is easier today to create more relevant

experiences online because the technology is better than ever!– Analytics software is easier to use– Testing applications are more powerful– Optimization platforms are more prevalent


Objection: Technology is Expensive!

• Another common objection is “All this technology is expensive ... do we really need it?”

• In a word, YES.– To deeply understand your audience you need

visitor-level analytics and a solid testing platform

– When you’re doing this well the expense will seem trivial compared to the revenue you generate


Analytics and Optimization 101

Define business objectives

Establish data collection needs

Build reports, dashboards, KPIs

Train end users, automate reporting

React to reports, implement changes

Measure effects of changes made

Leverage Vendor Support Heavily, Taking Advantage of External Expertise

Develop Internal Self-sufficiency

Strategic resources

Web data analysis team

Tactical resources


Analytically-Informed Marketing

• The “continual improvement process”

• Perhaps as old as the Internet itself• Balances your native knowledge of the

customer and your business with solid analysis of data to inform the decision process

• This balance is the key


Five Steps to Improved Relevance

• Want to get started? Here’s how!1. Evaluate your current environment

2. Fix your foundation

3. Establish realistic expectations

4. Create a culture of curiosity

5. Share your successes


Evaluate Your Environment

• Invariably companies have some of what they need to be more relevant online; determining where gaps exist will help focus your work– An audit of your current investment in digital

measurement and optimization is a great idea– Can be done internally or using outside help– Remember to evaluate your investments in

people, process, and technology


Fix Your Foundation

• When you identify your gaps, fix them!– Missing people: Consider contractors!– Lacking process: Look to leadership!– Need technology: Easily fixed!

• Don’t forget to give yourselves enough time to make the necessary changes


Establish Expectations

• Your efforts need to be measured– Agree on reasonable but aggressive timelines– Set Key Performance Indicators (KPIs)– Establish baseline reporting– Share this widely!

• Bonus? Tie expectations to financial results


Create a Culture of Curiosity

• A Culture of Curiosity is one that is willing to take chances (in a controlled way) via testing– Try analytically-informed ideas on small samples– Minimize risk while maximizing opportunities– Bonus? Tests can be turned off quickly if need

be!

• If you’re not testing ... you’re not trying


Speaking of Testing …

Source: “The State Of Online Testing 2011”, Forrester Research, Inc., February 2012.











Share Your Successes

• Becoming more relevant online only works if you communicate clearly about your wins and losses– Share what you learn broadly– Segment your audience based on key learnings– Think about how you communicate your results

• Bonus? Tie successes back to revenue or savings!


Create Relevant Experiences

• When you perfect these five steps your customers will notice and will reward you– Your site will better meet their needs because

you will be much better at listening– Your site will better meet your needs because

you will find a balance of business and consumer goals

• You can do this in any/all channels online!


It’s Not Facebook ...

• You will never appreciate the same level of relevance you can achieve in Facebook

• But by taking an analytically informed approach you can get very, very close– Invest equally in people, process, and

technology– Listen to what your analysts are telling you– Test, Learn, React, Repeat!


Real-Time Relevance Delivered

Steve Earl, Director Product Marketing


How Can Marketers Be More Relevant Online?

Understanding digital behaviors across channels and leveraging that

intelligence to optimize the way they interact online


How Can Marketers Be More Relevant Online?

Understanding digital behaviors across channels and leveraging that

intelligence to optimize the way they interact online

Increased Relevance = Higher Conversion = Increased ROI


iPhone App Downloads

Art iPhone App Downloads (Per Day Average)

Avg. Number of Downloads Before Test: 90

Avg. Number of Downloads After Test: 324

LIFT: +260%

iPhone App Downloads

Problem:» Low conversions to download iPhone app

Solution:» Targeted iPhone users with an interstitial

advertising of the client’s free iPhone app

Value:» Webtrends solutions drove a 260% lift in

app downloads

+260%


Testing Value of Membership

Lift in primary conversion metric (members signing into the site)

LIFT: +17%

Huggies.com: Brand Affinity

Problem:» Increase sign-in rates for members on

Huggies.com

Solution:» Define test segment for members of

Huggies.com » Multivariate test shown to members of

Huggies.com who are not signed into the site

Value:» Webtrends solutions drove a 17% lift in

members signing into the site

+17%


Increase in incremental e-mail marketing revenue

LIFT: +24%

Boosting email revenue

Problem:» Email conversion rates too low» Leaving money on the table due to offers not

being relevant

Solution:» Integrated Webtrends Analytics for Behavioral

Retargeting and ExactTarget’s Dynamic Retargeting

» Identified one-to-one product offers based upon visitor information

» Delivered behavioral-based product recommendations via targeted e-mails

Value:» 24% increase in incremental e-mail marketing

revenue» 4.5% conversion rate for abandoned cart

recommendations – more than twice the average for standard e-mails

Relevant Email Offers

+24%









MULTI-CHANNEL


MULTI-CHANNEL REAL TIME



VISITOR CENTRIC



VISITOR CENTRIC OPEN


Webtrends SolutionsDelivering Relevance to Digital Marketing














Real-Time Relevance.Remarkable ROI.


Q&A

Submit questions through QuestionButton on top left of the slides


Contact Us

Twitter: @webtrends or call us at 503.553.2391

Eric Peterson» Senior Partner, Web Analytics Demystified» [email protected]» (503) 282-2601 or @erictpeterson

Steve Earl» Director Product Marketing, Webtrends» @Earl_Steve or [email protected]

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Deliver the most relevant digital experience to your target audience