Personalization Quick Start
|
|
- Denis Greer
- 8 years ago
- Views:
Transcription
1 Personalization Quick Start Creating a Unique Digital Experience for Every Consumer By John Carione, Acquia
2 Personalization Quick-Start Creating a Unique Digital Experience for Every Consumer Table of Contents Introduction Tools of Personalization... 4 Innovative Taxonomy... 5 Drupal Modules Take Site Personalization to the Next Level... 7 Introducing Acquia Lift... 9 Conclusion Personalization Quick Start
3 Introduction In the days before digital, marketing used a blunderbuss approach and often missed the mark. A single campaign was created and sent out to the world to consume, whether that was direct print marketing or even . With the growing sophistication of consumers and the hyper competition of today s digital marketplace, the one size fits all approach no longer works. Personalization on the web isn t a new topic. When visiting Amazon.com or a handful of other B2C retailers today, you are getting a personalized experience. There are a lot of tools out there today. What many organizations seeking to personalize their digital experience don t understand is that Drupal has the capability to provide advanced personalization. What is required today is the right message, to the right customer (segment), at the right time (context). Personalization on the web can be split into several categories, and we will review each, including an overview of what is required for implementation. This ebook will serve as a best practices guide for leveraging personalization to build your brand and customer experience. John Carione is the Senior Director for Solutions Product Management at Acquia focused on helping customers create amazing digital experiences delivered on the Drupal platform. John is responsible for understanding and crafting customer requirements for delivering unified web experiences in the cloud that span content, community, and commerce along the full spectrum of the customer journey. Prior to Acquia, John held a variety of Product Marketing and Corporate Development positions at both Adobe Systems and EMC. John holds an Engineering degree from the University of Notre Dame and an MBA from the Ross School of Business at the University of Michigan. 3 Personalization Quick Start
4 Tools of Personalization There are a number of tools required that must work in concert to ensure the right message gets to the right consumer at the right time. Some are automated and some manual. Let s take a look at a few of the more popular types of tools in use today: Testing. Before you begin your personalization effort, it s important to test elements on your page to understand which ones are performing well. Tools such as Visual Website Optimizer allow you to run tests with ease for messaging, banner ads, forms, videos, images, and so on. There are two main ways to test content, messaging, or offers. One is A/B testing, which allows you to test two or more elements by swapping them out to see which is more successful. You can even test two different designs or layouts for a microsite campaign or product launch. You might test different advertising images, videos, headline messages, promotional offers, or even two different forms. The second, Multi-variate testing (MVT), is even more advanced and offers multiple elements on a page to determine which permutations or combinations of different elements offer the best result. Using these personalization tools together can help transform your business. User Profiling. With this tool, you can create extensible customer profiles that include offline data, such as product holdings, credit score, time on file, and nonpersonally identifiable information. You can import external customer profiles in real time for heightened relevance. Site traffic can be directed automatically in response to visitor behavior, factoring in variables such as time of day, communications, or product promotions. You can also connect to Business Intelligence (BI) tools, data warehouses, and other third-party systems, such as CRM and marketing automation. Specific actions taken during a visit include click history or frequency and monetary value of previous purchases. Segmentation. This is the art of grouping together customers who have similar tendencies, interests, and purchasing habits. Segmentation can be delivered out of the box, detected automatically using machine learning, or created and refined manually. Segments can come from information, such as demographics and weather, or proprietary data, such as customer IDs, geolocation, or product reviews. Targeting. This is the ability to take a piece of content and map it to the right user or segment. Content targeting can also be predictive (automated) or manual using a rules engine. For manual targeting, digital marketers can create rules that expose particular pieces of content within the users context (who are they, what are their interests, what have they purchased). Automated or predictive targeting can be combined with testing so that it s easier to determine the most effective content for different offers and to mine data from visitors behavior (demographics, click throughs, weather, locations, referring sites, big data, and more) to identify the best targeting opportunities by segment and then apply variations. Using any one of these capabilities on its own as a digital marketing tool can be effective, but using them all in concert can be transformational for your business 4 Personalization Quick Start
5 Innovative Taxonomy Precise, innovative taxonomy can be effective in converting new viewers into returning visitors. Simple taxonomy-based personalization is available using Drupal. President Obama s donation page surrounding his presidential campaign in 2011 is a great example of this. This page was able to determine if you had been to the site previously, and if you had, it recommended that you show your support through a donation of your choice. This brilliant use of personalization led to successful campaigning because of the resulting funds his team received by this site s clear execution of simple taxonomy. If your organization is just starting to dip its toe into the water on personalization in Drupal, one way to get started is by leveraging metadata about a particular user to deliver the right content, to the right person, at the right time. By tapping into users stated personal attributes (their interests, skills, and so on), digital marketers can decide what content should be shown and increase online engagement. Let s take a look at a fictitious travel interest community, World Travel Nexus. WTN is a site that uses community and rich content to drive travel package sales. Below is the default view of the homepage for someone s initial visit to the site. Next, if we log in as an authenticated travel site member, we see in the image to the right that the layout and content mix of banner ads on the page change. This page is now tailored to a particular user who has offered 5 Personalization Quick Start
6 explicit attributes about herself when filling out her user profile. In this case, she prefers travel to warmer climates, so the items about Europe have been removed and replaced with more engaging content. The result is that this visitor will be more likely to take action (watch a video, fill out a form, make an online purchase, and so on). Drupal automatically reacts to this contextual information and presents optimized content to the user. Since Jennifer has listed tropical as one of her areas of interest in her profile her experience on the site reflects that preference. This is considered explicit personalization, which uses the user s personal information, in this case a particular travel interest. Drupal, with its node-based architecture, is a great system for delivering dynamic, personalized content that allows brands to generate new demand for their product and services by serving up highlytargeted content to individuals. Drupal has also displayed a contest promotion automatically on the page based on the personal interests Jennifer explicitly expressed. In this case, the promotion is for a featured vacation package. Once Jennifer clicks on the contest and fills out the form, that list can be used as a segmented group for targeted messaging, specific content, or other promotions. This was a very simple example, but sometimes that is the key to success. Overall, for some organizations, the simple taxonomy-based personalization shown here may be enough as a first step into the world of improved engagement. 6 Personalization Quick Start
7 Drupal Modules Take Site Personalization to the Next Level If you ve already taken advantage of Drupal taxonomy terms to increase engagement on your website, you may be ready for the next step of more advanced targeting and segmentation using personalization modules. In the following two examples, large organizations have used Drupal modules to identify like users and then present them with targeted content. These customers have also integrated with best-of-breed technologies, such as Google Analytics for web tracking and automation to send targeted correspondence. Humana, a Fortune 500 healthcare company, contracted with Digital Bungalow to deliver a Drupal microsite with personalized content for its customer base at MyWell-Being.com. The website goals were to self target content that would bubble up to users on the site, based on their interests. The first level of information gathering is the registration of users and their profiles, the second is an interactive assessment to find the members interests. The third level captures how the registrant interacts with content: reading, bookmarking, sharing, and so on. Based on prior research, Humana believed that members of the site were much more likely to become and stay Humana subscribers. Deeper analysis showed that a number of distinct user groups were coming to the website, each with their own needs and interests. The existing website and content marketing strategy were tailored to the average user. To execute website personalization, Humana drove existing users to a personal wellness assessment, which gave Humana information on the users needs and interests. Humana hypothesized that personalizing website content for users based upon demographic and click data would enable them to increase website relevance, user engagement, and frequency of visit. When users register for the site, their demographic data is used to predict what their interests will be. Finally, users can manually edit their settings to change the type of content they see on the site. 7 Personalization Quick Start
8 Ultimately, this enables Humana to map visitors to others with similar demographics and behavioral profiles. The Drupal Web Experience Management (WEM) module, built by Digital Bungalow, offers personalization controls throughout the site, not buried in a user profile page. Each personalization component is a configurable block and can be rearranged based on context. As Humana creates segments with the segment builder, visitors are identified within raw segments such as Health, Finance, Retirement Activities, and so on. Initially visitors are given default content, which targets new visitors to the site with no click activity or users who have yet to be modeled. Next, once visitors have been identified as part of a predetermined segment, such as healthcare, based on segments attributes: Demographics. Male or Female, Under 60 tracked Site Activity. Users who have predominantly clicked on health-related content. both web and (via Mailchimp integration) featured content is weighted toward new health content. Drupal is an excellent system for integrating solution completer technology for personalization, such as marketing automation, campaigns management, or web analytics. This type of segment building personalization is a good next step for those looking to create segments based on rules and then map specific content to those segments returning to the site. 8 Personalization Quick Start
9 Introducing Acquia Lift The days of one-size-fits-all marketing are over, and hyper-personalization is the new norm. Digital marketers and site owners are being asked to do more with less to engage customers, segment their audience, and offer highly tailored content. Acquia Lift provides the right content, at the right time through automation that serves the most relevant content to the site visitor. Today s sophisticated consumers, thanks to personalized sites like Netflix or Amazon, are accustomed to a new level of engagement that seems to have been built with them in mind. Being able to deliver this personalized digital experience has been a difficult challenge, and even harder to scale. Acquia Lift has arrived to simplify personalization, empowering marketers and site builders to build immersive and automated personalized digital experiences from the ground up with adaptive virtual learning, new and engaging campaigns and content, increased conversions and revenue, and improved engagement. Specifically, Acquia Lift accomplishes this by understanding the context of the user at a particular moment in time and providing the most appropriate content for that site visitor. There are a variety of different testing and targeting options at the site owner s disposal natively within the Drupal interface. These options enable the site owner to do both simple A/B and more complex multivariate testing and then report back the results to aid in establishing the most effective content. Digital Marketers can test different options randomly for content on various marketing offers, such as videos, forms, banner ads, articles, or hero images, and mine visitor behavioral data to identify the best targeting opportunities and apply testing variations. Marketers can also choose to employ random testing or run tests in adaptive mode. User contexts can be applied to the tests to allow machine algorithms to learn which segments are responding positively to which content. Once site owners have decided they want to graduate from pure Testing to more advanced Targeting techniques they can choose to employ either Explicit Targeting, Automated Targeting, or both in a hybrid deployment. Explicit targeting is rules-based targeting that offers a site owner the ability to display specific content to specific users. Automated targeting uses the adaptive mode during the iterative testing phase to match user contexts with specific winning content and then map that content or page to new users coming to the site for the first time. To close the loop, integrated reporting offers real-time uplift and conversion statistics over baseline metrics to help understand which of your projects are performing, or underperforming, and where to double down on success. Perhaps most importantly, it offers deep insights into campaigns that aren t performing so you don t have to continue to spin your wheels creating offers that aren t resonating. 9 Personalization Quick Start
10 Acquia Lift achieves all of this through deep integration with the Drupal platform and repository so there is no need to recreate content in a shadow content management system. The site owner has fewer maintenance requirements since the JavaScript tagging doesn t have to sync between systems; the presentation layer is entirely cached and rendered in Drupal. Since this interface for creating a personalized experience is native to the application, content options for testing and targeting across the full spectrum of the customer are at the marketer s fingertips. This means there are fewer obstacles to speed and success. The benefits for marketers and site owners are far reaching. Acquia Lift puts marketing on autopilot at the appropriate times. Marketers can create content for their target market and post it to their site, and Acquia Lift applies user-based knowledge and virtual learning, based on the visitor s behavior and profile, to continuously improve personalized experiences. By tracking users and attributes, Acquia Lift builds intelligence over time, understanding what content types convert for which user profiles. Marketers design content and sit back while Acquia Lift drives relevant interactions that convert. Acquia Lift also provides analytics so that marketing can learn which content types drive revenue by audience, and then accelerate development of similar content types while retiring those that don t work. Acquia Lift always selects the winning content that will increase conversion. Acquia Lift lets marketers scale the 1:1 conversation, so they can get back to creating great content and let the proven statistical techniques and data drive individual experiences. Marketers recognize the unprecedented opportunity for benefitting from data, but manually mining and interpreting is impossible at scale. Acquia Lift automatically optimizes the data to improve and maximize contextual relevance. Acquia Lift gives marketers more time for creativity, freeing them from time spent as a data jockey. 10 Personalization Quick Start
11 Conclusion Personalization is rapidly becoming a staple of every brand s digital strategy. Getting the right information at the right time to the right customer or prospect is the best way to ensure an effective digital experience. As technology continues its rapid evolution, your brand also will require continual reinvention to recognize and present personalized choices. Examine your brand strategy and your vision for customer success. Are these the same as they were 10 years ago before any social media platform was created? Do you understand what customer segments you re serving and what you can do to engage them individually and more effectively increase conversions? Use analytics and customer feedback to build your brand, creating personalized experiences so that new visitors will follow. Continue to innovate and think about how you can personalize your content using some of the methods described in this ebook to improve the way you connect with your consumers. If you re engaging with each visitor as if he is your only visitor, you ll be on the path to success. Call us and let s talk about how we can get your first site up and running today! Learn more acquia.com LETS TALK 11 Personalization Quick Start SKU EBOOK
DELIVERING RELEVANCE How to Increase Engagement and Drive Results with Web Personalization
BEST PRACTICES GUIDE DELIVERING RELEVANCE How to Increase Engagement and Drive Results with Web Personalization oho.com 617 499 4900 @ohointeractive What is Web Personalization? Websites have long been
More informationEnsighten Activate USE CASES. Ensighten Pulse. Ensighten One
USE CASES Ensighten Activate Ensighten One Ensighten Pulse Use Case: On-Site Targeting based on Off-Site Display Ad Deliver relevant content to customers after they viewed or clicked through an Off-Site
More informationTransforming Big Data Into Smart Advertising Insights. Lessons Learned from Performance Marketing about Tracking Digital Spend
Transforming Big Data Into Smart Advertising Insights Lessons Learned from Performance Marketing about Tracking Digital Spend Transforming Big Data Into Smart Advertising Insights Lessons Learned from
More informationFuture-proofing Your Business with Open Marketing. By David Mennie, Senior Director, Product Marketing, Acquia
Future-proofing Your Business with Open Marketing By David Mennie, Senior Director, Product Marketing, Acquia Table of Contents Marketing the Open Way 3 The Rise of the Technical Marketer 4 What Is Open
More informationAdobe maximizes its digital marketing returns.
Adobe maximizes its digital marketing returns. Adobe is optimizing its multichannel digital marketing strategies with Adobe Marketing Cloud, increasing conversion by double digits and revenue. Adobe Systems
More informationTHE ULTIMATE WEB PERSONALIZATION PLANNING GUIDE
THE ULTIMATE WEB PERSONALIZATION PLANNING GUIDE HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION TABLE OF CONTENTS Why Personalization is Important...2 Getting Started: Defining Personas and Journeys...3
More informationMultichannel marketing: creating a competitive advantage in today s complex marketing landscape For marketing and customer intelligence executives
Multichannel Marketing Solution Brief Multichannel marketing: creating a competitive advantage in today s complex marketing landscape For marketing and customer intelligence executives Executive summary
More informationAdobe Campaign Touchpoint Marketing Guide
Adobe Campaign Touchpoint Marketing Guide Touchpoint Marketing Guide Table of contents 3 Introduction to touchpoint marketing 5 The art and science of inspiring the customer 6 The science of acquiring
More informationBuilt on technology. Driven by data. Focused on user experience.
Built on technology. Driven by data. Focused on user experience. Personalization Creating better experiences with Drupal brent.bice@ffwagency.com @brentbice linkedin.com/in/brentbice www.ffwagency.com
More informationTable of Contents. Copyright 2011 Synchronous Technologies Inc / GreenRope, All Rights Reserved
Table of Contents Introduction: Gathering Website Intelligence 1 Customize Your System for Your Organization s Needs 2 CRM, Website Analytics and Email Integration 3 Action Checklist: Increase the Effectiveness
More informationWHITE PAPER MULTI-CHANNEL CAMPAIGNS IN A CONNECTED WORLD. Create and deploy IT solutions for business
WHITE PAPER MULTI-CHANNEL CAMPAIGNS IN A CONNECTED WORLD White paper - Multi-Channel Campaigns in a Connected World - Prodware 1 Create and deploy IT solutions for business Navigating Multi-channel Marketing
More informationA Near Real-Time Personalization for ecommerce Platform Amit Rustagi arustagi@ebay.com
A Near Real-Time Personalization for ecommerce Platform Amit Rustagi arustagi@ebay.com Abstract. In today's competitive environment, you only have a few seconds to help site visitors understand that you
More informationweb analytics ...and beyond Not just for beginners, We are interested in your thoughts:
web analytics 201 Not just for beginners, This primer is designed to help clarify some of the major challenges faced by marketers today, such as:...and beyond -defining KPIs in a complex environment -organizing
More informationFACEBOOK ADS STUDIES BY SOCIALBAKERS DESKTOP VS. MOBILE ADVERTISING ON FACEBOOK SQUARE OFF
FACEBOOK ADS STUDIES BY SOCIALBAKERS DESKTOP VS. MOBILE ADVERTISING ON FACEBOOK SQUARE OFF 01 Key Insights Mobile advertising is growing at an unprecedented rate as people are abandoning the desktop version
More informationThe Top 10 Optimization Best Practices for Financial Services
ebook: The Top 10 Optimization Best Practices for Financial Services a publication from Introduction Better Engage and Convert Website Visitors Financial services companies are facing a new challenge:
More informationDriving Results with. Dynamic Creative
Driving Results with Dynamic Creative Introduction In the world of digital advertising, reaching people is no longer the number one problem brands face when they plan a campaign. Ad networks and servers,
More informationAdobe Web Experience Management integrates with e-commerce platforms for personalized shopping experiences
Adobe Web Experience Management for ecommerce Solution Brief Adobe Web Experience Management integrates with e-commerce platforms for personalized shopping experiences Just as enterprise resource planning
More informationDriving Results with. Dynamic Creative Optimization
Driving Results with Dynamic Creative Optimization Introduction In the world of digital advertising, reaching people is no longer the number one problem brands face when they plan a campaign. Ad networks
More informationDISPLAY ADVERTISING: WHAT YOU RE MISSING. Written by: Darryl Chenoweth, Digital Marketing Expert
Display Advertising: What You re // 1 2 4.ch DISPLAY ADVERTISING: WHAT YOU RE MISSING Written by: Darryl Chenoweth, Digital Marketing Expert Display Advertising: What You re // 2 Table of Contents Introduction...
More informationPAY-PER-CLICK CALL TRACKING. How Call Tracking Data Can Improve & Optimize Your PPC Strategy
PAY-PER-CLICK CALL TRACKING & How Call Tracking Data Can Improve & Optimize Your PPC Strategy Table of Contents Introduction 3 What is PPC? 4 Google AdWords Features 6 What is Call Tracking? 8 Using Call
More informationElastic Path Commerce for Adobe Marketing Cloud Integrated Experience-Driven Commerce
Elastic Path Commerce for Adobe Marketing Cloud Integrated Experience-Driven Commerce Elastic Path Commerce For Adobe Marketing Cloud is the only enterprise software product designed specifically to add
More informationHere s your full marketing OS. Reimagined.
Here s your full marketing OS. Reimagined. We believe advertising should be personal across every connected device and that marketers should focus on attracting customers instead of managing the complexity
More informationEpiserver Digital Experience Cloud Omni-Channel Digital Commerce for Dynamics AX
Episerver Digital Experience Cloud Omni-Channel Digital Commerce for Dynamics AX Power closed-loop digital commerce helping retailers sell online faster and more easily Online marketing and digital commerce
More information8 TIPS FOR MAKING THE MOST OF GOOGLE ANALYTICS. Brought to you by Geary LSF and Orbital Informatics
8 TIPS FOR MAKING THE MOST OF GOOGLE ANALYTICS Brought to you by Geary LSF and Orbital Informatics TABLE OF CONTENTS 3 5 7 8 9 10 11 12 13 14 15 Introduction 8 Tips for Google Analytics Don t let Google
More informationEmpowering the Digital Marketer With Big Data Visualization
Conclusions Paper Empowering the Digital Marketer With Big Data Visualization Insights from the DMA Annual Conference Preview Webinar Series Big Digital Data, Visualization and Answering the Question:
More informationSocial Business Intelligence For Retail Industry
Actionable Social Intelligence SOCIAL BUSINESS INTELLIGENCE FOR RETAIL INDUSTRY Leverage Voice of Customers, Competitors, and Competitor s Customers to Drive ROI Abstract Conversations on social media
More informationB2B Web Analytics. Account-Level Visibility for True Business Intelligence
B2B Web Analytics Account-Level Visibility for True Business Intelligence I. Summary Because the modern website is an increasingly integral component to any organization s sales and marketing process,
More information2013 SIIA Strategic and Financial Conference New York, NY
Since 1987 The Coming Shift in Digital Marketing: Always On CRM 2013 SIIA Strategic and Financial Conference New York, NY www.jegi.com June 21, 13, 2013 2012 Discussion Agenda M&A Heating Up in Marketing
More informationMarketing Optimization Suite
Marketing Optimization Suite OVERVIEW Anything That Can Be Measured Can Be Optimized Learn more about your online audience, create new revenue opportunities, build your subscriber base and attract new
More informationWinning with BIG DATA Drive Marketing ROI across all Channels & Campaigns
Winning with BIG DATA Drive Marketing ROI across all Channels & Campaigns @tkahlow @BOLoptimized Why Big Data? Why now? /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
More informationRetargeting: Why Your Mobile Marketing Strategy is Incomplete Without It. Data fueled mobile marketing powered by miq. www.fiksu.
Retargeting: Why Your Mobile Marketing Strategy is Incomplete Without It Data fueled mobile marketing powered by miq www.fiksu.com Maximize Your Budget and Amplify Your Results As dramatic as the evolution
More informationOracle Real Time Decisions
A Product Review James Taylor CEO CONTENTS Introducing Decision Management Systems Oracle Real Time Decisions Product Architecture Key Features Availability Conclusion Oracle Real Time Decisions (RTD)
More informationSitecore Experience PlatformTM. Know every customer. Shape every experience.
Sitecore Experience PlatformTM Know every customer. Shape every experience. Because you need to own every experience The Sitecore Experience Platform TM Know every customer How do you treat millions of
More informationBusiness white paper. The road to strategic website design The Optimost Web Optimization Maturity Model
Business white paper The road to strategic website design The Optimost Web Optimization Maturity Model Digital marketers spend large sums attracting website traffic. Much of that investment is wasted.
More informationMarketing Solutions Built with People in Mind
Marketing Solutions Built with People in Mind Tailored emails, web recommendations and data-driven digital advertising designed to engage new prospects and excite customers. MAGNETIC MISSION To understand
More informationPresented By: Web Analytics 101. Avoid Common Mistakes and Learn Best Practices. June 2012. Lubabah Bakht, CEO, Vitizo
Presented By: Web Analytics 101 Avoid Common Mistakes and Learn Best Practices June 2012 Lubabah Bakht, CEO, Vitizo Web Analytics 101, Lubabah Bakht, June 2012 This 12-page whitepaper provides a deep understanding
More informationWHITE PAPER 7 REASONS WHY CRAFTER SHOULD BE ON YOUR WEB CMS SHORTLIST
7 REASONS WHY CRAFTER SHOULD BE ON YOUR WEB CMS SHORTLIST PUBLISHED SEPTEMBER 2013 The evolution of the Web over the years has deeply immersed us into a new era of engagement, and enterprises are striving
More informationAdobe Digital Publishing Suite, Analytics Service
Adobe Digital Publishing Suite, Analytics Service Analyze and optimize content for greater business impact Table of contents 1: Business benefits 2: Key features 2: Standard baseline analytics reporting
More information4.5% 2014 Digital Marketing Optimization Survey results > 4.5% Top lessons learned from the leaders
2014 Digital Marketing Optimization Survey results Top lessons learned from the leaders Table of contents 1: Introduction 2: Five lessons from the top 20% #1: They test to make decisions 3: #2: They put
More informationDigital Optimization
Digital Optimization The secret of success is no secret. Just give everyone what they want. Test thousands of versions of your digital marketing, all at once. Simply and quickly. Discover what each customer
More informationThe Kentico EMS. value. Gain more leads, create compelling content, and optimize your marketing with Kentico EMS. Easy to use for creating
Gain more leads, create compelling content, and optimize your marketing with Kentico EMS. Built on a scalable enterprise platform as part of Kentico CMS 7 Easy to use for creating online campaigns, forms,
More informationHow To Transform Insurance Through Digital Transformation
Digital transformation can help you tame the perfect storm. The digital future for insurance. Following the 2008 financial crisis, the insurance sector has faced tighter regulation, which has made it harder
More informationIBM Software Group Thought Leadership Whitepaper. IBM Customer Experience Suite and Real-Time Web Analytics
IBM Software Group Thought Leadership Whitepaper IBM Customer Experience Suite and Real-Time Web Analytics 2 IBM Customer Experience Suite and Real-Time Web Analytics Introduction IBM Customer Experience
More informationCLOSED-LOOP REPORTING
1 CLOSED-LOOP REPORTING MODASSIC MARKETING 2 CONTENTS HOW CLOSED LOOP MARKETING WORKS 8 WHAT YOU NEED TO SET UP CLOSED-LOOP MARKETING 19 BECOME A BETTER MARKETER BY CLOSING THE LOOP 25 HOW TO FIX A BROKEN
More informationNew Solutions New Opportunities
New Solutions New Opportunities What is Penton Marketing Services Penton Marketing Services offers a full range of content solutions, digital services and lead nurturing and qualifying services that leverage
More informationModern Marketing Transformation
Modern Marketing Transformation How Five Tenets of Modern Marketing Can Help Health Insurance Marketplaces Successfully Meet Their Enrollment Objectives HOW WILL YOU CONVERT HEALTH CARE APPLICATIONS TO
More informationContent without boundaries
Content without boundaries Software to drive your web, social or commerce site Be creative and focus on your message With EPiServer you ll be able to focus on what s important: the message. At last you
More informationIntroduction. External Document 2015 Infosys Limited
Digital Building deeper consumer relationships through experience contextualization and personalization, analytics for insights-driven action, and digital program execution for superior ROI. Introduction
More informationDigital Marketing. Simplified. www.infosys.com/brandedge
Digital Marketing. Simplified. www.infosys.com/brandedge DIGITAL MARKETING PAIN POINTS Infosys research indicates that there are numerous barriers to effective management of digital marketing campaigns,
More informationDigital Marketing. SiMplifieD.
Digital Marketing. Simplified. DIGITAL MARKETING PAIN POINTS Research indicates that there are numerous barriers to effective management of digital marketing campaigns, including: Agencies and vendors
More informationAnalytics In the Cloud
Analytics In the Cloud 9 th September Presented by: Simon Porter Vice President MidMarket Sales Europe Disruptors are reinventing business processes and leading their industries with digital transformations
More information7 Ways Predictive Intelligence Can Elevate Your Email Marketing
7 Ways Predictive Intelligence Can Elevate Your Email Marketing Email is the cornerstone of digital marketing. In fact, 68% of marketers say that email is core to their business 1. With competition for
More informationWeb Analytics and the Importance of a Multi-Modal Approach to Metrics
Web Analytics Strategy Prepared By: Title: Prepared By: Web Analytics Strategy Unilytics Corporation Date Created: March 22, 2010 Last Updated: May 3, 2010 P a g e i Table of Contents Web Analytics Strategy...
More informationPutting the Design in Responsive Design Best Practices Guide
Putting the Design in Responsive Design Best Practices Guide Putting the Design in Responsive Design Best Practices Table of Contents Introduction....3 Understanding Responsive Website Design....4 User
More informationSocial Media Measuring Your Efforts 03. Step One Align Your Objectives 04. Step Two Measure Reach and Share of Conversation 05
Social Media Measuring Your Efforts 03 Step One Align Your Objectives 04 Step Two Measure Reach and Share of Conversation 05 Step Three Measure Conversions and Sales 08 Step Four Track and Measure Your
More informationLEAD GENERATION CAMPAIGN TESTING AND OPTIMIZATION
ENTERPRISE MARKETING PLAYBOOK SERIES REVENUE SUCCESS: LEAD GENERATION CAMPAIGN TESTING AND OPTIMIZATION Introduction With larger sends and bigger budgets, it is imperative for enterprise marketers to run
More informationSAS Customer Intelligence 360: Creating a Consistent Customer Experience in an Omni-channel Environment
Paper SAS 6435-2016 SAS Customer Intelligence 360: Creating a Consistent Customer Experience in an Omni-channel Environment Mark Brown and Brian Chick, SAS Institute Inc., Cary, NC ABSTRACT SAS Customer
More informationRedefining Measurement from Awareness to Conversion. Smart Market: Vol. 4 Data-Driven Marketing, Demystified
Smart Market: Vol. 4 Data-Driven Marketing, Demystified Redefining Measurement from Awareness to Conversion PROGRAMMATIC MARKETING & THE NEW CUSTOMER JOURNEY In today s multiscreen world, the odds that
More informationAdobe Experience Manager integrates with e-commerce platforms for personalized shopping experiences
Adobe Experience Manager: Commerce Solution Brief Adobe Experience Manager integrates with e-commerce platforms for personalized shopping experiences Customers want to experience your products through
More informationGUIDE Hootsuite Campaigns. Acquire fans, gain leads, and build customer loyalty
GUIDE Hootsuite Campaigns Acquire fans, gain leads, and build customer loyalty Hootsuite Campaigns Acquire fans, gain leads, and build customer loyalty This guide covers the 5 essential steps for launching
More informationMarketing Orchestration. Better Metrics, Happier Customers. 72% Impression Lift 107% CTR Improvement
Marketing Orchestration Better Metrics, Happier Customers. If your customers are happy, your metrics will show it. Higher ROI, higher click-through rates, more impressions, more sales. Leverage your 1
More informationEm@il Marketing integration and automation tactics that lift conversions and boost ROI.
Em@il Marketing integration and automation tactics that lift conversions and boost ROI. How to successfully incorporate social, video, remarketing and marketing automation into your Email Marketing strategy.
More informationHow to Choose the Best Web Content Management System for Customer Experience Management:
white paper How to Choose the Best Web Content Management System for Customer Experience Management: A Guide for Both Marketers and Developers Table of Contents Choosing a Web CMS is about more than Content
More information4 ecommerce challenges solved using analytics
4 ecommerce challenges solved using analytics 4 ecommerce challenges solved using analytics Contents ONE Customer Journey Attribution TWO Valuable Customer Marketing THREE User Flow Analysis (Registration
More informationDigital Analytics Checkup:
Digital Analytics Checkup: How to evaluate the impact of your web analytics data A Digital Marketing Depot White Paper Executive Summary Marketing organizations are being inundated with a greater volume,
More informationFACEBOOK FOR NONPROFITS
SOCIAL MEDIA TIPS & TRICKS FACEBOOK FOR NONPROFITS 10 Tips to Get the Most Out of Facebook 1. Be helpful. If someone asks a question on your Facebook page, respond. If someone shares feedback, thank them
More informationThe Case for Commercial Data The Time to Act is Now
Today, we have access to a vast amount of customer data that can be used to power sales and marketing efforts. That may not be the case tomorrow. behind. Currently, regulations for customer data are looser
More informationFour Reasons Your Technical Team Will Love Acquia Cloud Site Factory
Four Reasons Your Technical Team Will Love Acquia Cloud Site Factory Table of Contents The Journey You ve Accepted.... 3 The Freedom of Open Source and Power of Drupal.... 4 Manage and Deploy Tens, Hundreds,
More informationOptimize Windows 8 Campaign Website Using Big Data and Online Survey Results
Optimize Windows 8 Campaign Website Using Big Data and Online Survey Results Methodology Challenges Web analytics as a discipline is established yet changing as the technology and privacy regulations evolve.
More informationGet results with modern, personalized digital experiences
Brochure HP TeamSite What s new in TeamSite? The latest release of TeamSite (TeamSite 8) brings significant enhancements in usability and performance: Modern graphical interface: Rely on an easy and intuitive
More informationApigee Insights Increase marketing effectiveness and customer satisfaction with API-driven adaptive apps
White provides GRASP-powered big data predictive analytics that increases marketing effectiveness and customer satisfaction with API-driven adaptive apps that anticipate, learn, and adapt to deliver contextual,
More informationContent Marketing Increase engagement, consumption, conversion and measurement with interactive content experiences.
Content Marketing Increase engagement, consumption, conversion and measurement with interactive content experiences. Interactive Content Marketing Content marketing is incredibly effective at generating
More informationFive Steps to Inbound Marketing Bliss. Presented by
Presented by In this ebook, we will walk you through the five-step process of running a holistic inbound marketing campaign. If you want to generate more leads and sales, keep reading! Step 1: Develop
More informationIs Your CMS Ready for CXM?
ebook Is Your CMS Ready for CXM? 7 Recommendations Web Is Your CMS Ready for CXM? 7 Recommendations 2 Is your CMS ready for CXM? 7 Recommendations Customer Experience Management (CXM) is a hot topic in
More informationA/B SPLIT TESTING GUIDE How to Best Test for Conversion Success
A/B SPLIT TESTING GUIDE How to Best Test for Conversion Success CONVERSION OPTIMIZATION WHITE PAPER BY STEELHOUSE Q2 2012 TABLE OF CONTENTS Executive Summary...3 Importance of Conversion...4 What is A/B
More informationAppscend Mobile Platform Whitepaper
A Appscend Platform Presentation Appscend Mobile Platform Whitepaper V V a l u e 1 A d d e d Appscend Platform Presentation Table of Contents Overview... 3 About the company... 3 The Amazing Mobile Application
More informationHow To Generate Qualified Leads With Display Ads
3 KEYS To Successful Online LEAD GENERATION For Local Businesses Attracting new customer and increasing growth through the targeted use of online display ads. Advertising is and always will be one of the
More information3 KEYS To Successful Online LEAD GENERATION For Local Businesses
3 KEYS To Successful Online LEAD GENERATION For Local Businesses Increasing your business visibility, attracting new customer and increasing growth through the targeted use of online display ads. Advertising
More informationThe optimization maturity model
The optimization maturity model Know where you are so you can move forward Table of contents 1 Digital optimization 2 Optimization maturity model 2 Five levels of optimization maturity 5 Benefits of becoming
More informationInstagram Ads guide 30 Days of Instagram Ads - Live Blogging Case Study
Instagram ads are finally available to everyone. But Have you tried to set up a campaign? Instagram provides little to no insight on how to get started. In addition, there s no case study data out there
More informationSyndacast AdBoost. Product Description and Features. Find out how AdBoost can guide your business to higher ROI
Syndacast AdBoost Product Description and Features Find out how AdBoost can guide your business to higher ROI What is AdBoost? AdBoost is Syndacast s proprietary RTB Display Advertising solution AdBoost
More informationA Beginner's Guide to E-Commerce Personalization
A Beginner's Guide to E-Commerce Personalization CommerceSciences.com Contents Introduction... 1 Real-Time Offers & Website Personalization... 3 Creative Messaging That Really Matters... 5 Drawing Your
More informationPPC Automation 2014: The ROI of Paid Search Automation
PPC Automation 2014: The ROI of Paid Search Automation A Digital Marketing Depot Whitepaper Executive Summary: Paid search is the lynchpin for a robust digital marketing strategy and can enable brands
More informationStructured Content: the Key to Agile. Web Experience Management. Introduction
Structured Content: the Key to Agile CONTENTS Introduction....................... 1 Structured Content Defined...2 Structured Content is Intelligent...2 Structured Content and Customer Experience...3 Structured
More informationHOW TO MAKE PAID SEARCH PAY OFF
HOW TO MAKE PAID SEARCH PAY OFF PAY PER CLICK MARKETING STRATEGY Paid search marketing is one of the most effective marketing tools ever developed because of how targeted and flexible it can be. Google,
More informationIntegrating Video with Your. Management Platform
Integrating Video with Your Customer Experience Management Platform Brightcove CMS partner integrations break down the walls between video and other types of online content 2012 WHITEPAPER CONTENTS 1 Introduction
More informationTargeting. 5 Tenets. of Modern Marketing
5 Tenets of Modern Marketing Targeting The foundation of any effective Modern Marketing effort is to ensure you have a clear and accurate picture of your potential customers. Without the proper strategies
More information1 Which of the following questions can be answered using the goal flow report?
1 Which of the following questions can be answered using the goal flow report? [A] Are there a lot of unexpected exits from a step in the middle of my conversion funnel? [B] Do visitors usually start my
More information2014 MedData Group, LLC www.meddatagroup.com. WHITE PAPER: Ten Tips for More Effective Physician Email Marketing
WHITE PAPER: Ten Tips for More Effective Physician Email Marketing Marketing to physicians is no easy task not only are they hard to reach, but they have limited attention spans for content that doesn
More informationMeasuring the Effectiveness of Your Content Marketing
Measuring the Effectiveness of Your Content Marketing 1 Measuring the Effectiveness of Your Content Marketing A 5-Step Process to Prove Value and Grow Your Business Measuring the Effectiveness of Your
More informationInterpreting Web Analytics Data
Interpreting Web Analytics Data Whitepaper 8650 Commerce Park Place, Suite G Indianapolis, Indiana 46268 (317) 875-0910 info@pentera.com www.pentera.com Interpreting Web Analytics Data At some point in
More informationDigital Marketing. Take Full Advantage of Emerging Trends in Digital Marketing to Better Engage, Convert and Retain Customers
Digital Marketing Take Full Advantage of Emerging Trends in Digital Marketing to Better Engage, Convert and Retain Customers Lionel Gomes Da Rosa Director, Information Management APAC Lionel.gomes.da.rosa@avanade.com
More informationGet on the Fast Track with RSS-Driven Automation.
Get on the Fast Track with RSS-Driven Automation. Streamline your content delivery program through RSS, email, and social media. Maximize reach, increase engagement, build customer trust and, ultimately
More informationA 7-Step Analytics Reporting Framework
A 7-Step Analytics Reporting Framework By Feras Alhlou, Principal Marketing Consultant 2 Marketing Optimization Imagine that you just attended a conference on digital marketing and analytics. You re pumped
More informationThe Quantcast Display Play-By-Play. Unlocking the Value of Display Advertising
The Quantcast Display Play-By-Play Unlocking the Value of Display Advertising Introduction In 2013, businesses will spend nearly $18 billion on display advertising. Over the past few years, we've seen
More information8 CRITICAL METRICS FOR MEASURING APP USER ENGAGEMENT
8 CRITICAL METRICS FOR MEASURING APP USER ENGAGEMENT Contents Measuring the Success of Your Mobile App...01 1. Users...04 2. Session Length...07 3. Session Interval...12 4. Time in App...15 5. Acquisitions...18
More informationNonprofit Technology Collaboration. Web Analytics
Web Analytics Contents What is Web Analytics?... 2 Why is Web Analytics Important?... 2 Google Analytics... 3 Using Major Metrics in Google Analytics... 6 Traffic Sources... 6 Visitor Loyalty... 9 Top
More informationConversion Optimization Tools
Conversion Optimization Tools Choosing the right optimization tools can make a significant difference to your bottom line. Learn all about the latest tools and how they can improve the volume of visitors
More informationAdobe Experience Manager: Commerce
Adobe Experience Manager: Commerce Datasheet Adobe Experience Manager: Commerce Benefits of e-commerce capabilities Agile merchandising and marketing Rapid and flexible customization of the shopping experience
More information