In today’s highly competitive online world, simply rehashing offline copy or existing collateral for your website doesn't cut it. When visitors come to your website, you have a very small window to engage them before they click away. Making your website look pretty can grab your visitor’s attention, but that attention is fleeting. What keeps them engaged is content that is relevant to them. On this webinar, you will learn how to use web content targeting to connect with your customers and drive business. What You Will Learn: * How to use web analytics to go beyond tracking visitors and understand their intentions * How to combine usage profiles with content profiles for more effective targeting * How to leverage the power of a sophisticated Web Content Management (WCM) system for dynamic content targeting

1. From Visitors to Customers
Moving Beyond Counting Website Visitors to
Engaging with Customers
John Lovett, Senior Partner
@JohnLovett
Insights from Web Analytics Demystified
www.webanalyticsdemystified.com

2. We are the change…
“Change will not come if we wait for some other person or
some other time.We are the ones we’ve been waiting for.We
are the change that we seek.”
Barak Obama’s “Yes, We Can Change” January 2008, Nashua NH
Visualization: Wordle.net

3. Become a Catalyst for Change
Change
Status Quo Transform
Broadcast Dialogue
Counting Interacting
Generic Relevant
Reactive Proactive
Visitor Customer

4. Agenda
• Understanding Changing Visitors
• Getting to Know Your Customers
• Acting in the “Analytical Instant”
4

5. Who are your visitors?
• Multichannel –
– 40% of Internet users watch TV and surf he web simultaneously
• Addicted –
– 48% of Internet users check social media when they wake up1
• Deliberate –
– Between 80 to 90% research online prior to purchasing offline
• Opportunistic –
– 43% of consumers purchased from a different retailer than where
they researched
• Not Listening –
– “Although buyers are not listening when you talk, paradoxically
they have become more information hungry than ever…”
Source: 1. http://mashable.com/2010/03/17/social-media-usage-stats/
5

6. Understand Visitor Behavior
Exposure
Dialogue
Interaction
@johnlovett

7. Practice Relationship Marketing
ROI Starts Here
Exposure
Dialogue
Interaction
@johnlovett

8. Relationship Marketing Doesn’t Stop
with Interaction…
Advocacy
Innovation
Support
@johnlovett

9. These Are Your New Measurement
Objectives
Exposure
Dialogue
Interaction
Innovation
Advocacy
Support
@johnlovett
9

10. Know Your Customers To Know Your
Effectiveness
Exposure
Dialogue
Interaction
?
Innovation
Advocacy
Support
@johnlovett
10

11. Agenda
• Understanding Changing Visitors
• Getting to Know Your Customers
• Acting in the “Analytical Instant”
@johnlovett
11

12. A Day in the Life…
Catalog
Web
Call Ctr
Apps
Store
Name
IP Address
Name
(Name)
Zip Code
Address
Visits
Account #
Download
Purchases
Zip Code
Views
Issue
Device
(Account #)
Gender
Browsing
Resolution
Geography
Credit Card
Purchases
Referral
Profile
Interaction
Preferences
Frequency
Satisfaction
Engagement
Profile
Inferred Prefs
12

13. What is the True Profile?
The True Profile is a solution that offers a
contemporary understanding of customers by
managing data from interactions across
multiple channels.
@johnlovett
13

14. True Profiles Span Channels
Print Web Wiki Facebook iPad
Customer Experience
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15. True Profiles Offer “Memory”
True Customer Profile
Obfuscated data
Preferences
History
Profitability
15

16. Integrate Data Streams
16

17. Capturing Data True Profile
Customer Data
Warehouse
CRM profile
Web Data
Web profile
True profile
Social Data
Social profile

18. Leveraging Customer Profiles &
Segments
True profile
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19. True Profile Segments
@johnlovett
19

20. Agenda
• Understanding Changing Visitors
• Getting to Know Your Customers
• Acting in the “Analytical Instant”
@johnlovett
20

21. A Contemporary Interpretation
The “Analytical Instant”
Customer Experience
Intelligent
Data
Marketing
Marketing improves with access to data.
21

22. Take ACTION!
22

23. Use Customer Profiles within WCM
janesmith@gmail.com
• Analyze behavior against scoring models
• Determine customer value
• Jane Smith is likely to become a valuable
customer
• Target with intelligent marketing
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24. Turn Profile Insights Into Marketing
Actions
Phase 1:
Phase 2: Phase 3: Phase 4: Phase 5:
True Segment Automate Trigger Learn &
Customer Customers Biz Rules Marketing Optimize
Pro le
Use web Roll-Up Determine Automate Readily accept
analytics to individual data propensity for content, feedback
drill down to into action and emails, etc. across
individual meaningful assign with dynamic channels and
behaviors
segments
business rules
response
improve

25. Moving Beyond Counting Visitors to
Engaging Customers
Jose Santa Ana
Product Marketing Director

26. Agenda
• Who is Alterian
• WCM Maturity Model
• Levels of Content Targeting
• The Alterian Solution
• Q&A

27. To change the face of marketing from mass
marketing to engagement with the individual

28. Alterian Web Engagement Maturity Model
INFORMATION MANAGEMENT INTERACTION ENGAGEMENT
Level 1
Level 2
Level 3
Level 4
Brochure-ware CMS-enabled Consolidated Cross-channel
websites websites to visitor-centric sites; content
manage & re-use decentralized management
content management driven by analytical
insight
• IT or Agency managed & • LOB sponsored •Exec level sponsored, •Exec level sponsored,
driven IT managed Business Ops Business Ops
• Static Publishing • Dynamic publishing administered, administered,
• Separation of content & IT supported IT supported
presentation •Part of a Multi-channel •Part of a Cross-channel
• Web based content entry communication strategy engagement strategy
• Multisite management •Taxonomy support •A/B, Split run and Multi-
• Serial workflows •Multilingual sites and variate testing
• Image & graphic automated translation •Content targeting &
management workflows
Recommendations
• Audit trails •Personalized content
•Integration with CRM
•A/B, Split-run Content
Optimization •Social Media
Monitoring & outreach
•Interactive media
management
•User generated content
•Content retention &
archiving

29. If you’re not using content targeting, your competitor might be…
Web Content Management is Alive
and Well in 2011 Thanks to Online
Customer Experience, Forrester
Research, Inc., March 17, 2011

30. Why you might want to consider Content Targeting
• To improve customer engagement and grow conversions
• To surface relevant content that a visitor would otherwise
not know to look for
• To identify high-value customers and make them more
profitable
• To partially or fully automate more effective marketing to
audience segments

31. Content Targeting can be based on any or all of the following:
• For known visitors/customers:
– Visitors' profiles and preferences: everything they’ve told you about
themselves
– Their history with you: all past interactions with them – what they’ve
done on your site, their communications with you, etc
• For unidentified visitors:
– How they got there: what did they search on? did they click on an ad?
was the URL that they clicked on tagged?
– What are they doing: their behavior in the current session (navigation
paths, site searches, etc).
– Other contextual data: what time of day, day of the week is it? where
are they? what do you want to promote?

32. Levels of Content Targeting
Implicit Personalization
Based on Behavior
Explicit Personalization
Based on Provided Likes/Wants
Testing
Simple A/B MVT
Name, Title, Greeting

33. Levels of Content Targeting: Explicit Personalization
• User provides info
on his/her
interests
• Business rules to
display specific
content items
• Based on
likes/wants
provided by a
registered user

34. Levels of Content Targeting: Implicit Personalization
• Extend web analytics beyond
counting visitors, pages and clicks
• Generate user profiles based on
individual web behavior
• Track behavior at the asset-level
instead of page-level to address truly
dynamic web environments
• Bridge anonymous visitors and
known users to truly understand
audience behavior

35. Levels of Content Targeting: Implicit Personalization
• Define vocabularies
and taxonomies
• Assign metadata to
content
• Generate content
profiles

36. Dynamic Content Targeting: A Framework
Batch Process
Data Collection and Preparation Profile Generation
Content Processing • Feature Clustering
• Keyword Tagging • Content Profile Derivation
• Correlation Analysis
• Feature Extraction
• Build Taxonomies
Site Content
Content Profiles Usage Profiles Other customer data
Behavior Preprocessing volunteered or
• Data cleansing from other channels
• Sessionizing
• Page / Asset Views • Transaction Clustering
Web Activity • Event Tracking • Usage Profile Derivation
Online Process
Recommendation
Engine
Test
Recommendations
Active Session
WCM Server

37. Alterian Solution
Multi-channel Execution
Web, Mobile, Social Media, Email
Social Intelligence
Web Analytics
Social
Email Content Media
Manager Textual, Rich
Media, Creative, Publisher
Design
Testing: A/B, MVT
Campaign
Data, Targeting, Persona Refinement

38. With Content Targeting, you now have the ability to:
• Improve customer engagement and grow
conversions
• Deliver consistent messaging dynamically
across multiple channels
• Create more effective geo-targeted
campaigns / promotions
• Tune your website based on visitor behavior
• Display recommendations based on
personas
• Tag, segment, and display right content for
the right audience

39. Take Action!
• Identify your segments and personas
• Determine content opportunities for personalization
• Create a rule
• Test it
• Go live
• Analyze the results
• Tweak
• Repeat

40. Alterian Overview
Growth Revenue
40
30
£m
20
10
0
FY06 FY07 FY08 FY09 FY10

41. Alterian Customer Engagement Solutions
Alterian (LSE: ALN)
enables organizations
to create relevant,
effective and engaging
experiences with their
customers and
prospects through
social, digital, and
traditional marketing
channels.

42. Alterian: Focused on Customer Engagement
Software for Marketers by Marketers
Engaging the Individual Across Multiple Channels
Analytically-Driven Throughout
Best Practice Consultancy and Support
Global Partner Ecosystem
Software as a Service or On-Premise Deployment
More than 1,500 marketing
organizations across 26
countries rely on Alterian
solutions every day.

43. THANK YOU!
John Lovett
Senior Partner, Web Analytics Demystified
John.Lovett@webanalyticsdemystified.com
+1 603 262-5636 or @johnlovett
Jose Santa Ana
Product Marketing Director, Alterian
Jose.SantaAna@alterian.com
+1 415 516 4252
UK/EU: +44 (0) 117 970 3200 | NA: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449
Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: Alterian