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Tales From The Trenches - Bill Bruno, Stratigent
1. Tales from the Trenches:
Integration Insights
Bill Bruno
VP, Business Development & Technology
Stratigent, LLC
bill@stratigent.com
Twitter: BillBruno
5. Balance Drives Success
Strategy & Value Creation
Infrastructure
Business Process Tactics
What actions are
Do you have a Is reliable and flexible
you taking – on a
unified strategy and technology in place to
consistent basis –
clear goals that are meet the evolving needs
to drive ROI?
measureable? of key stakeholders?
Are the building blocks
Are you investing Is your current
for a continuous
and building key technology customized
improvement in place
business processes? to the needs of your
or under development?
business?
6. Balance Drives Success
x
x x
Strategy & Value Creation
Infrastructure
Business Process Tactics
Little or No
Constant
Isolated
Return on
Fire Drills
Successes
Investment
7. Balance Drives Success
…while building a
foundation for
continued
long-term
success
Identify actions that
deliver short-term
wins and ROI…
Solid foundation
in analytics
8. Stratactical
adj.
“of or relating to a strategy driven-approach
using value-based tactics”
15. Integrating ExactTarget
Pain Points Solution Approach Outcomes
• Inability to leverage what • Reduce lost revenue
• Pass ExactTarget
subscriber id to WebTrends
1
they know about their by sending follow up
customers to improve emails to visitors who
• Set up translation table for
web experience because abandon their
Subscriber ID
2
visitors are anonymous shopping cart
• Create custom dimensions
and reports in WebTrends
• No way to win back • Email subscribers
3
visitors who abandon who visit the site are
• Set up export of WebTrends
shopping carts or who no longer anonymous
data to ExactTarget
4
can’t find what they’re – their behavior can be
• Create custom filters and/or
looking for on the site analyzed and
measures in ExactTarget
5
segmented
• Can’t measure full impact
of email campaigns
18. Delivering Real Value
Representative Account Managers at a manufacturing company were able to see
Examples which products their corporate clients were researching online
and then they used that information to increase up-sells and
cross-sells by 4%.
A retailer emailed a discount coupon to visitors who abandoned
their shopping carts and saved almost $250,000 in sales in the
first 60 days.
A media company increased its investment in email marketing
after discovering that email subscribers visited the website three
times as often as non-email subscribers.
21. Integrating ForeSee Results
Outcomes
Pain Points Solution Approach
• Satisfaction analysis
• Disjointed datasets for • Add WebTrends code into
of behavioral visitor
attitudinal and behavioral ForeSee survey pages
1
profiles
information
• Deliver export from • Behavioral analysis
• Lack of a single interface ForeSee to WebTrends
2
of satisfaction
that offers explanations of
segment
what a visitor did and why • Setup WebTrends
they did it exports for ForeSee • Integration of
3
satisfaction scores
• Lack of understanding of
• Build custom WT reports into WebTrends
activities that lead to poor
using ForeSee data
4 dashboards
scores
• Little or no voice of
customer data in analytics
23. Delivering Real Value
Representative An insurance company discovered that visitors who used their
Examples quick quote tool scored the site higher and gave more positive
commentary than visitors who didn’t use the tool. The company
pushed the use of the tool and increased online policy purchases
by nearly 10 percent.
A B2B site improved its site satisfaction score by 11 points over
just 3 months by identifying (and addressing) common site
behaviors which were common among unsatisfied visitors.
24. Integrating OpinionLab
Pain Points Solution Approach Outcomes
• Disjointed datasets for • Add context to
attitudinal and behavioral navigation analysis by
information bringing in VoC
• Lack single interface that • Use attitudinal data to
offers explanations of discover the motivation
what a visitor did or why behind visitor behavior
• Loose correlations • Understand the root
based on assumptions cause of key
from both datasets abandonment points
• Little or no voice of • Improve user
customer data in analytics experience
26. Delivering Real Value
Representative By combining the scenario analysis data with OpinionLab’s VoC
Examples data, an online retailer was able to identify the primary reasons
why visitors were abandoning the shopping cart process. The
retailer addressed the problem and increased conversion by
nearly 5%.
A content provider was able to determine quickly which article
presentation style was best received by their visitors. By using
the visitor comments in the WT pages report they were able to
uncover which format resulted in more engaged visitors (defined
by number of downloads, article emails and view time on the
articles).
29. Integrating Visible Measures
Pain Points Solution Approach Outcomes
• Determine which
• In-depth reporting about
videos contribute to
video usage, but not as it
the largest number of
relates to conversion
conversion events
events on the site
• Correlate video
• Can’t associate video engagement with
usage with traffic sources specific traffic sources
and campaigns and visitor segments
• Unable to apply visitor • Deliver targeted
segmentation to videos content to visitor
segments
31. Delivering Real Value
Representative A hardware distributor used cue points at previously identified
Examples high engagement points in their videos to drive a 37% increase in
page views to their product pages, and a 12% increase in
distributor searches.
An automotive company determined that a particular visitor
segment was very likely to request a quote after viewing a small
subset of videos. The company was able to target these visitors
with similar content and increase quote requests by 10%.
An online retailer increased conversion rate by 3% and revenue
by 6% by placing their top-converting videos on more well-
trafficked pages.
34. Integrating Optimost
Pain Points Solution Approach Outcomes
• Detailed reporting about • Analyze test performance
• Identify most valuable
integration points
1
the tests, but not about by visitor segment
the test subjects • Add WT tracking code • Track virtually unlimited
to an Optimost test
2
• Lack of visibility into how number of “success
a test impacts the overall events”
• Build custom reports
and dimensions in WT
visitor experience 3
• Build meaningful
• Not able to apply visitor personas
• Test and verify
4
segmentation to tests
• Display targeted content
• Train team to integrate
• One-size-fits-all based on a visitor’s
new tests
5
site content behavior
36. Delivering Real Value
A financial services company transformed their definition of an
Representative “optimized page” after discovering that although “Headline A”
Examples drove the most conversions, “Headline B” drove the most
conversions among their most profitable customer segment.
An online retailer determined that although test combinations “A”
and “B” generated roughly the same amount of revenue per
customer during the initial visit, combination “A” resulted in a
higher repurchase rate and roughly 13% more revenue per
customer.
An international manufacturer improved email response rates by
almost 20% by using targeted messages that had been identified
in prior tests.
