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
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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?
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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”
15
True Customer Profile
Obfuscated data Preferences History Profitability
Integrate Data Streams
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Web Data
Social Data
Web profile
Social profile
Customer Data Warehouse
CRM profile
True profile
Capturing Data True Profile
Leveraging Customer Profiles & Segments
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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
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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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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
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
+1 603 262-5636 or @johnlovett
Jose Santa Ana
Product Marketing Director, Alterian
+1 415 516 4252