Segment Discovery (Brian Hawkins)

#monetatesummit

Segment DiscoveryBrian Hawkins,

Senior Partner, Web Analytics Demystified

Turn discovered segments into targeted ad buys

Intro• Early Employee at Offermatica

• Helped found the Optimization consulting services at Offermatica and at Omniture

• Senior Optimization Manger overseeing dozens of clients across all verticals and across all Optimization toolsets

• Sr. Partner at Web Analytics Demystified consulting for the most advanced optimization programs out there

State of the industry

• Optimization is here to stay

• Organizations are seeing tremendous value with testing and are building robust programs to support and iterate on them

• Testing is expanding to other mediums and is getting more sophisticated

The Challenge

• Technology and training

• Resources – good analysts and data-driven marketers are hard to come by

• Implementation

• Data Augmentation

Trends• Data-driven test decisions

• Coordination with offsite marketing efforts (display, email, search, etc…)

• Geo-targeted tests

• Pushing the winner vs. testing (content management by way of testing solutions)

• Segment discovery

Trends

Trends

Benefit: Wiser Media Buys !

!

Outcome: Segment discovery onsite can enable better decision offsite such as with display and

paid search acquisition initiatives

Trends

The Outlook• More automation

• Authenticated and third-party data solutions (Blue Kai, DemandBase, etc…)

• Deeper testing integrations with in house analytic solutions

• Mobile and mobile apps

• Continued onsite learnings applied offline

• Standardize a small set of segments from the start (20-30 depending on business)

• Consider loyalty status, time of day/day of week, behavior based, and authenticated variables

• Value of segmentation will be realized within the first few tests

Conclusion