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My presentation from Webtrends Engage 2011.
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0Insights and ActionHow Ektron and Webtrends Power Agile MarketingTom Wentworth, Ektron
Forget what you knew about WCM
Forrester 2010 Web Content Management SurveyWhat is the primary business driver for increased deployments or
usage of Web content management?
Improved customer experiences
Web ops cost reduction
Improved employee communication
New eBusiness initiatives
IT consolidation or cost reduction
Brand consistency
Improved lead management
Other
41%
16%
11%
10%
7%
5%
5%
4%
Forrester 2010 Web Content Management SurveyWith which other enterprise applications do you plan to
integrate WCM?
Web analytics
SharePoint
Social networking
CRM
DAM
Email campaign software
A/B and multivariate testing
Enterprise marketing suites
46%
38%
35%
34%
22%
20%
14%
13%
5%
Other
WCM without analytics is like driving with Mr. Magoo
Data is the fuel of agility
Agile Marketing Process
Author Design Publish
Create
Content Copy Layout
Optimize
Targeted Multi-channel Social
Deliver
Goals Traffic sources Visitors
Analyze
Agile Marketing Process
Author Design Publish
Test Segment Target
Global Multi-channel Dynamic
Goals Traffic sources Visitors
“We’re looking forward to building on the success of our new site as we develop an online marketing strategy with Ektron”
– Keith Bennett, Lloyds TSB Commercial Finance Online Channel Manager
Ektron and Webtrends: Powering a conversion architecture
90% increase in visitors
150% increase in leads
30% increase in conversion