y digital marketer knows that relevant content leads to a better conversion rate. But how do you make sure you’re publishing the right content to the right person? Learn how through segmentation and targeting with Webtrends Optimize.

1. Webinar #4: June 10, 2010 Optimizing Content through Segmentation and Targeting Bob Garcia Director, Product Marketing

2. Process involves testing, identifying and using segments, and using test results to target content and create highly personalized web experiences. What is Site Optimization? A discipline and a continual process Allows marketers to maximize content relevance Result is improved conversion rates and engagement

3. Site Optimization Continuum Segment Testing General Testing Targeting Profile Targeting

4. Current & Planned Use of Tactics 95% Use: Current or Planned 83% 71% Use: Current or Planned 74%

5. “Relevance doesn't need to be rocket science.” “Simply identifying with customers through segmentation, by using personas, or by listening to user-generated feedback provides fuel for increasing relevance.” Emily RileyForrester Research Emily Riley, Forrester Research, April 28, 2009 “: Five Ways to Improve the ROI of Your Behavioral Targeting Campaigns”

6. “How Mature Is Your Marketing Organization?” “Onsite behavioral marketing programs, delivering customized, targeted Web content are emerging as an appealing option for businesses seeking new ways to drive sales and improve conversion rates in an era where accountability for marketing spend continues to grow.” Andrea FishmanClickZ Andrea Fishman, ClickZ, Mar 24, 2010 “Are You Ready for Behavioral Marketing?”

7. “Use your own site data.” “Do more with the web analytics platform. The most obvious way to extend an existing Web analytics implementation is by closing data collection and analysis gaps through the addition of functionality from your vendor’s own tool kit. Analytical extensions to Web analytics include A/B and multivariate testing and behavioral targeting applications.” Joe StanhopeForrester Research Joseph Stanhope, Forrester Research, March 29, 2010 “How Web Analytics Will Emerge as a Cornerstone of Customer Intelligence”

8. ONE REASON WHY? To Get a Bigger…

9. Visualizing Segments New vs. Returning 4 KeyProducts 8 MajorMarkets 16 VisitorPersonas All 100% of visitors 100% of visitors 16 segments = all 1 segment = all SegmentsShare one or more preferences or characteristics Segmentation Division of visitors into segments that are then used against defined objectives to drive relevance

10. Segment Attributes Geo IP location DMA Code Time of Day/Week Browser | Device Environment Geo IP location Organic Search Term Paid Search Term Banner Link Referrer Source Cookie Visitor Data Mart CRM Data External Variables Pages viewed Authentication Login Path Behavior

11. Prioritized Attributes for Targeting

12. Segment Selection Determine whether a segment is worthy of targeting: Priority– focus on high value customers Population– sufficient size and potential value Objective– for example reduce excess inventory or improve UX Fit– synergy and breadth of potential promotions Tip: Marketers can use technologies like Webtrends Visitor Data Mart to explore and discover historical segments based on behavioral and demographic customer data.

14. Keyword

15. Tactic – email

16. Device – mobile vs. desktop

23. Visit recency and frequency

24. First/most recent purchase value

25. First/most recent purchase time3 of 3

27. Customer satisfaction

28. Share of wallet

30. Marketing program strategy

31. Campaign performance / KPIs

32. Target development

33. Implementation

34. QA

35. Creative strategy

36. Asset generation

37. UsabilityPROCESS TECHNOLOGY Testing Segmentation Targeting Personalization

38. How It Works? Targeting Process Strategy Segment Analysis and Selection Determine Target Content – Ideally through Testing Target Content Setup and Activation Reporting & Analysis

39. example The Azul marketing team is looking to deliver targeted content to high value visitor segments.

40. Target offers to segments based on3criteria: GeoLocation Search Keyword Loyalty Member Status

41. Content Targeting Overview

42. Segment Definition Example

43. Target Setup

44. Geolocation Example Visitors from “Seattle” get:

45. Query String Attribute Example Visitors coming in from keyword “Vacation” get: keyword = vacation

46. Cookie Example Existing MyAzul loyalty program members get:

47. The Future Segment Discovery Add External Data & Discover Segments Targeting (Optimals) Define Content, Run MVT Define and Capture Attributes segment discovery success depends on the segment attribute data you capture during test

48. Key Takeaways Increases content relevance Enables onsite marketing Maximizes conversion rates (ROI) Reduces conversion “friction” Helps you compete and win

50. Bob Garcia (e) bob.garcia@webtrends.com (t) @bob_garcia blog: For more on site optimization check out Billy’s Blog http://blogs.webtrends.com/optimization/ FOR MORE INFO: