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