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July Monthly Webinar:  Persuasive Content –  Using Your Website to  Grow Your Customer Experience   Ian Truscott VP, Content Management Product Strategy [email_address] www.twitter.com/iantruscott #aw0709
 
The Opportunity ,[object Object],[object Object],[object Object],[object Object]
Our Observations ,[object Object],[object Object],[object Object],[object Object]
But, don’t take our word for it...
[object Object],[object Object],[object Object]
[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Engagement Cycle
Closing the loop MESSAGE DELIVERY CAPTURE REACTION BEHAVIORAL DATA INSIGHTS Lets start with content... ...understand our objective CONTENT REQUIREMENTS ENGAGEMENT PERSONAS MESSAGE OPTIMIZATION
Closing the loop MESSAGE DELIVERY CAPTURE REACTION MESSAGE OPTIMIZATION BEHAVIORAL DATA INSIGHTS ,[object Object],[object Object],[object Object],ENGAGEMENT PERSONAS CONTENT REQUIREMENTS
Closing the loop MESSAGE DELIVERY CAPTURE REACTION CONTENT REQUIREMENTS BEHAVIORAL DATA INSIGHTS ,[object Object],[object Object],[object Object],ENGAGEMENT PERSONAS MESSAGE OPTIMIZATION
Closing the loop CAPTURE REACTION MESSAGE OPTIMIZATION CONTENT REQUIREMENTS BEHAVIORAL DATA INSIGHTS ,[object Object],[object Object],ENGAGEMENT PERSONAS MESSAGE DELIVERY
Closing the loop MESSAGE DELIVERY MESSAGE OPTIMIZATION CONTENT REQUIREMENTS BEHAVIORAL DATA INSIGHTS ,[object Object],[object Object],ENGAGEMENT PERSONAS CAPTURE REACTION
Use that data and continue to learn ,[object Object]
Understand Behaviour ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Deeper engagement = deeper understanding ,[object Object]
Closing the loop MESSAGE DELIVERY CAPTURE REACTION MESSAGE OPTIMIZATION CONTENT REQUIREMENTS The only man who behaves sensibly is my tailor he takes my measure anew every time he sees me, whilst all the rest go on with their old measurements, and expect them to fit me.  George Bernhard Shaw ENGAGEMENT PERSONAS BEHAVIORAL DATA INSIGHTS
Closing the loop MESSAGE DELIVERY CAPTURE REACTION MESSAGE OPTIMIZATION CONTENT REQUIREMENTS ,[object Object],ENGAGEMENT PERSONAS BEHAVIORAL DATA
Closing the loop MESSAGE DELIVERY CAPTURE REACTION MESSAGE OPTIMIZATION CONTENT REQUIREMENTS BEHAVIORAL DATA ,[object Object],[object Object],ENGAGEMENT PERSONAS INSIGHTS
Closing the loop MESSAGE DELIVERY CAPTURE REACTION BEHAVIORAL DATA INSIGHTS Back to content... ENGAGEMENT PERSONAS CONTENT REQUIREMENTS MESSAGE OPTIMIZATION
Back to content.... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CONTENT REQUIREMENTS MESSAGE OPTIMIZATION
Back to content.... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CONTENT REQUIREMENTS MESSAGE OPTIMIZATION
Engagement Cycle ,[object Object],[object Object]
Conclusion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ian Truscott VP, Content Management Product Strategy [email_address] www.twitter.com/iantruscott #aw0709 www.alterian.com www.engagingtimes.com Q& A

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Alterians July 2009 Webinar Persuasive Content Using Your Website To Grow Your Customer Experience

  • 1. July Monthly Webinar: Persuasive Content – Using Your Website to Grow Your Customer Experience Ian Truscott VP, Content Management Product Strategy [email_address] www.twitter.com/iantruscott #aw0709
  • 2.  
  • 3.
  • 4.
  • 5. But, don’t take our word for it...
  • 6.
  • 7.
  • 8.
  • 10. Closing the loop MESSAGE DELIVERY CAPTURE REACTION BEHAVIORAL DATA INSIGHTS Lets start with content... ...understand our objective CONTENT REQUIREMENTS ENGAGEMENT PERSONAS MESSAGE OPTIMIZATION
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18. Closing the loop MESSAGE DELIVERY CAPTURE REACTION MESSAGE OPTIMIZATION CONTENT REQUIREMENTS The only man who behaves sensibly is my tailor he takes my measure anew every time he sees me, whilst all the rest go on with their old measurements, and expect them to fit me. George Bernhard Shaw ENGAGEMENT PERSONAS BEHAVIORAL DATA INSIGHTS
  • 19.
  • 20.
  • 21. Closing the loop MESSAGE DELIVERY CAPTURE REACTION BEHAVIORAL DATA INSIGHTS Back to content... ENGAGEMENT PERSONAS CONTENT REQUIREMENTS MESSAGE OPTIMIZATION
  • 22.
  • 23.
  • 24.
  • 25.
  • 26. Ian Truscott VP, Content Management Product Strategy [email_address] www.twitter.com/iantruscott #aw0709 www.alterian.com www.engagingtimes.com Q& A