Moving Customers from Visitors to Customers - Use Social Media and Predictive Analytics to Target Your Most Profitable Customers While Generating Higher ROI and Lower TCO

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

2. We are the change…
Barak Obama’s “Yes,We Can Change” January 2008, Nashua NH
Visualization:Wordle.net
“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.”

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

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…”
5
Source: 1. http://mashable.com/2010/03/17/social-media-usage-stats/

6. Understand Visitor Behavior
Dialogue
Interaction
Exposure
@johnlovett

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

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

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

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

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

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

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

14. True Profiles Span Channels
Print Web Wiki Facebook iPad
14
Customer Experience

15. True Profiles Offer “Memory”
15
True Customer Profile
Obfuscated data
Preferences
History
Profitability

16. Integrate Data Streams
16

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

18. Leveraging Customer Profiles &
Segments
18
True profile

19. True Profile Segments
19
@johnlovett

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

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

22. Take ACTION!
22

23. Use Customer Profiles within WCM
• Analyze behavior against scoring models
• Determine customer value
• Jane Smith is likely to become a valuable
customer
• Target with intelligent marketing
23
janesmith@gmail.com

24. Phase 1:
True
Customer
Profile
Phase 2:
Segment
Customers
Phase 3:
Automate
Biz Rules
Phase 4:
Trigger
Marketing
Phase 5:
Learn &
Optimize
Use web
analytics to
drill down to
individual
behaviors
Roll-Up
individual data
into
meaningful
segments
Determine
propensity for
action and
assign
business rules
Automate
content,
emails, etc.
with dynamic
response
Readily accept
feedback
across
channels and
improve
Turn Profile Insights Into Marketing
Actions

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
Level4
ENGAGEMENT
Cross-channel
content
management
driven by analytical
insight
•Exec level sponsored,
Business Ops
administered,
IT supported
•Part of a Cross-channel
engagement strategy
•A/B, Split run and Multi-
variate testing
•Content targeting &
Recommendations
•Integration with CRM
•Social Media
Monitoring & outreach
Level3
INTERACTION
Consolidated
visitor-centric sites;
decentralized
management
•Exec level sponsored,
Business Ops
administered,
IT supported
•Part of a Multi-channel
communication strategy
•Taxonomy support
•Multilingual sites and
automated translation
workflows
•Personalized content
•A/B, Split-run Content
Optimization
•Interactive media
management
•User generated content
•Content retention &
archiving
Level2
MANAGEMENT
CMS-enabled
websites to
manage & re-use
content
•LOB sponsored
IT managed
•Dynamic publishing
•Separation of content &
presentation
•Web based content entry
•Multisite management
•Serial workflows
•Image & graphic
management
•Audit trails
Level1
INFORMATION
Brochure-ware
websites
•IT or Agency managed &
driven
•Static Publishing

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
Simple
Name, Title, Greeting
Explicit Personalization
Based on Provided Likes/Wants
Implicit Personalization
Based on Behavior
Testing
A/B MVT

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

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

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

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. 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
Alterian: Focused on Customer Engagement
More than 1,500 marketing
organizations across 26
countries rely on Alterian
solutions every day.

43. THANK YOU!
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
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