Webtrends Optimize Where we are and where we're going
Jan 15, 2015
Webtrends Optimize Where we are and where we're going
Agenda
• What we do • Where we are
– Unparalleled platform – Full-service solution
• Where we are going – Built-in expertise – Optimize anything, anywhere – Consumer-driven relevance
OPTIMIZE ONLINE REVENUE What do we do for you?
§ Increasing spend on engagement § Low conversion from consumer to customer § Difficult to earn repeat business § Lack of knowledge about optimization
What is the problem?
Spending to (re)engage
• Ads and offers • Social networks • Offline advertising • Retargeting
Acquisition is difficult
On average, only 3% of consumers who visit your site are converted to customers.
Retention isn’t any easier
92% of customers are likely to repeat business when expectations are exceeded…
Retention isn’t any easier
Only, 17% repeat when experiences fall below expectations.
What does a problem look like?
Should I run a split test or A/B/n?
What exactly are factors and levels? Full? Partial?
Organizations Lack Expertise
How do we help?
• Optimize customer experiences • Expertise to deliver results • Segment to identify high-value customers • Test to understand customer behavior • Target to increase revenue and retention
SOLUTION Where we are
§ Optimization project lead § Strategy and roadmap § Campaign performance /
KPIs
§ Scheduling § Resourcing § Workflow
§ Creative strategy § Asset generation § Usability
§ Built-out/development § Implementation § QA
Web Developer
Creative Specialist
Project Manager
Optimization Consultant
Optimization Experts
Comprehensive Platform
Segmentation Optimization
Targeting
Expert Services
Site
Mobile
Social
Sciences
Global Presence
BUILT-IN EXPERTISE Where we are going
Not just a pretty face
• Built-in learnings by experts • Instantly usable and valuable to marketers • Delivers new digital insight, not data
Not just a pretty face
• Built-in learnings by experts • Instantly usable and valuable to marketers • Delivers new digital insight, not data
Built-in Benefits
• Grows customer expertise • Maintains Webtrends focus on value • Shortens turnaround for simple tests • Increases test volume
RELEVANCE TO EVERYONE, EVERYWHERE
Where we are going
Reaching everyone, everywhere
• Standard JS integration for web sites, mobile sites,…
Reaching everyone, everywhere
• Standard JS integration for web sites, mobile sites,…
• REST API extends optimization into mobile/tablet apps, set-top boxes,…
Reaching everyone, everywhere • Standard JS
integration for web sites, mobile sites,…
• REST API extends optimization into mobile/tablet apps, set-top boxes,…
• URL-based optimization for ads, email, retargeting,…
Reaching everyone, everywhere • Standard JS
integration for web sites, mobile sites,…
• REST API extends optimization into mobile/tablet apps, set-top boxes,…
• URL-based optimization for ads, email, retargeting,…
CONSUMER-DRIVEN RELEVANCE
Where we are going
Behavioral Scoring
• Defined set of rules that allow you to assign value to visitors’ online activities
• “I’ve downloaded at least three articles on health”
• “I have viewed more than 20 free articles on travel to Alaska, and at least 10 on extreme travel vacations”
FULL SESSION SCORING Where we are going - Example
Rate Session
& Speakers/ Panelists
Top 5 Takeaways
• Technology enables optimization • Optimization requires expertise in
segmentation, testing, and targeting • Optimize all your digital touchpoints • Consumers determine relevance • Don’t go it alone
Thank You
Michael Wilson, Sr. Director of Product Marketing Peter Crossley, Director of Architecture
blogs.webtrends.com
@contentmatters