9 web analytics demystified - turning it up to 11 advanced website optimization
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Insights from Web Analytics Demystified
www.webanalyticsdemystified.com
TURNING IT UP TO 11: ADVANCED WEBSITE OPTIMIZATION
Partner, Web Analytics Demystified
brian.hawkins@webanalyticsdemystified.com
(708) 516-4774 or @brianthawkins
BRIAN HAWKINS
#Agility2013 @brianthawkins
ABOUT BRIAN HAWKINS
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• Early Employee at O!ermatica• Helped found the Optimization consulting services at O!ermatica and at Omniture• Senior Optimization Manger overseeing dozens of clients across all verticals and across all Optimization toolsets
#Agility2013 @brianthawkins
ABOUT WEB ANALYTICS DEMYSTIFIED
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• 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– Web Analytics Wednesdays!
#Agility2013 @brianthawkins
DECADE OF OPTIMIZATION
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• Organizations are building out robust testing roadmaps
• Increased use of targeting and segmentation
• Tests are being expanded to di!erent mediums such as mobile, display, and email
• Optimization teams are growing and being leveraged in pre-production vs. just post
#Agility2013 @brianthawkins
OPTIMIZATION TODAY
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• Optimization is not easy, there are many challenges
• Tagging - by for the most pressing issue we see today
• Implementation approach (global, modular, single tag)
• Operationalizing test winners
• Mitigating cost and performance
#Agility2013 @brianthawkins
ENSIGHTEN SOLVING FOR CURRENT CHALLENGES
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• Ensighten’s Visual Tagger™ tackles these challenges and enables Optimization best practices
• Adobe Test&Target and Webtrends Optimize built right in!
#Agility2013 @brianthawkins
ENSIGHTEN SOLVING FOR CURRENT CHALLENGES
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• These Optimization Best Practices can be applied to any optimization platform including internally built testing tools
• Ensighten can also enable cross optimization platform communication for organizations that use multiple toolsets
#Agility2013 @brianthawkins
TAGGING VIA VISUAL TAGGER
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#Agility2013 @brianthawkins
FLEXIBILITY IN IMPLEMENTATION APPROACH
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• Easily select the mbox type depending on test design
• Global mbox (dynamic or static)• Conversion or data collecting mbox (revenue metrics, weighted page views)• Redirect mboxes for non-flicker landing page optimization
#Agility2013 @brianthawkins
FLEXIBILITY IN IMPLEMENTATION APPROACH
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• Easily selectively deploy your Webtrends Optimize tag only on pages included in test
• Add additional data variables to the Optimize request for advanced targeting and segmentation
#Agility2013 @brianthawkins
LIVE DEMO OF OPTIMIZATION IMPLEMENTATION VIA ENSIGHTEN
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#Agility2013 @brianthawkins
OPERATIONALIZING WINNERS
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• Rather then depend on your optimization platform to operationalize test winners, Ensighten can bridge the gap
#Agility2013 @brianthawkins
MANAGING CLIENT SIDE CALLS
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• Within the Manage 2.0 Platform one can easily schedule, edit, coordinate, delete test rules in minutes
#Agility2013 @brianthawkins
OPTIMIZATION TOMORROW
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• As Optimization demand increases and its sophistication evolves, a whole new set of challenges presents itself but Ensighten is solving for these challenges today
• Optimization scaling and coordination
• Data Syndication
• Data Conduit - Data collectors and Optimization tools - Inbound
• Pushing Optimization data points to other platforms - Outbound
• Data Integration - o"ine Data
#Agility2013 @brianthawkins
ENSIGHTEN SOLVING FOR TOMORROWS CHALLENGES
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• As the demand for more tests grows a solution like Ensighten will be essential to keep up with the demand and management of execution of tests
• Cross-channel tests will become much more common place and Ensighten can enable test deployment across email, display, and mobile
#Agility2013 @brianthawkins
PATH TO PERSONALIZATION
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! Referring domain ! Campaign ID ! Affiliate ! PPC ! Natural search ! Direct/bookmark
Referrer Variables
! Customer/prospect ! New/return visitor ! Previous visit patterns ! Previous Product interests
– top level ! Previous Product interests
– low level ! Searches ! Previous online purchases ! Previous Campaign
exposure ! Previous Campaign
responses
Site Behavior Variables
! IP address ! Country of origin ! Time zone ! Operating
system ! Browser type ! Screen
resolution
Environment Variables
Temporal Variables
! Time of day ! Day of week ! Recency ! Frequency
Offline Variables Highly Predictive
Anonymous Profile
#Agility2013 @brianthawkins
ENSIGHTENS DATA MAPPING
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•Revolutionary way to easily expose data for targeting and segmenting of tests
• Allows for the data mapping across areas of the site
• Game changer for targeting with secure data in the unsecured areas of the site
#Agility2013 @brianthawkins
LIVE DEMO OF DATA LAYER USE FOR OPTIMIZATION VIA ENSIGHTEN
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#Agility2013 @brianthawkins
DATA SYNDICATION - OUTBOUND
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• By way of the Visual Tagger and its Data Map, one can make test data points accessible to other platforms such as:
• email marketing platforms• display retargeting solutions• modeling engines• cross domain sites
#Agility2013 @brianthawkins
DATA SYNDICATION - INBOUND
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• The Data Map combined with custom rules will enable Marketers to incorporate o"ine and third party data with ease
• internal CRM platforms• Blue Kai, Experien, Alliant, etc.• Propensity modeling platforms
#Agility2013 @brianthawkins 21
CUSTOMER SUCCESS STORIES
#Agility2013 @brianthawkins
SYMANTEC
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• Incredibly sophisticated implementation of Test&Target that makes use of custom engagement scoring models
• Leverages Ensighten to quickly and easily deploy third party marketing platforms to identify value
#Agility2013 @brianthawkins
SONY ONLINE STORE
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• Mitigates Optimization costs all through Ensighten
• Enabled to deploy tests in a matter of minutes with business users vs. IT
#Agility2013 @brianthawkins
ICE.COM
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• All tests are deployed via Ensighten for performance, server call management, and for time to market
• Ensighten has enabled the ability to allow their optimization platform to communicate with its email marketing platform for cross channel optimization!
Insights from Web Analytics Demystified
www.webanalyticsdemystified.com
Partner, Web Analytics Demystified
brian.hawkins@webanalyticsdemystified.com
(708) 516-4774 or @brianthawkins
BRIAN HAWKINS
TURNING IT UP TO 11: ADVANCED WEBSITE OPTIMIZATION
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