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Predictive Content Introduction Sept, 2016

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Page 1: Marketo Predictive content

Predictive ContentIntroduction Sept, 2016

Page 2: Marketo Predictive content

Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Overview

1. What is Predictive Content

2. How it works

3. Recommendation Algorithms

4. Case studies and real-life examples

5. How Marketo uses Predictive Content

Page 3: Marketo Predictive content

Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Intro• Listening everywhere and communicating anywhere powered by

machine learning empowers marketers to maximize bottom line results leveraging marketing assets and audience data

• Automatically recommend the right content to the right prospect in a scalable way driven by data

• Self learning engine designed for rocket scientists marketers

Page 4: Marketo Predictive content

Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Background• Marketers drive thousands of customers to their web site

• SMB’s: 10 - 50K visitors per month

• Enterprises: 100 - 500K visitors per month

• B2C’s: 100K - over 1 million visitors per month

• They also create hundreds of content assets to engage more effectively • Average SMB has +290 content assets

• Average Enterprise has thousands

• White papers, videos, case studies, blog posts, special offers

Page 5: Marketo Predictive content

Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Engagement (R)evolution• Rule based targeting

• Great for small # of events, content products and verticals

• A/B testing• Further optimizing multiple engagement options for

segmented audience

• Predictive• A scalable way to auto-engage with the most relevant content

to each individual customer driven by data, powered by machine learning

Page 6: Marketo Predictive content

Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Predictive Content

• Enables marketers to optimize engagements and conversions in

every online interaction

• Automatically presents the most relevant content for each

individual visitor

• Based on machine learning algorithms and predictive analytics

Page 7: Marketo Predictive content

Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

How it Works1. Auto-Discovers and maps all of your content assets

2. Learns which content works best and for who (training/testing)

3. Recommends relevant content to web visitors & leads

Increases content consumption and onsite engagement

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Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

• Auto-discover your content

• Analyze and track behavior to discover assets

DISCOVER LEARN RECOMMEND

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Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Content Discovery

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Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Content Discovery

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• Record actual content consumption

• Analyze performance for different

audiences

• Run algorithms that learn what works

best for who

DISCOVER LEARN RECOMMEND

Machine Learning

Page 12: Marketo Predictive content

Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Algorithm Types• Classification Algorithms (Logistic regression, Boosted decision Trees)

• Probabilistic algorithms Markov-chain

• Interest graphs

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Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

The models are tuned to..1. Detect successful and unsuccessful content engagements

2. Identify visitor/lead attributes in real-time

3. Discover positive correlations that could predict future engagements

4. Continuously optimize recommendations (every 8 – 24h)

5. Expose NEW content, detect trending and tune down old content

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Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

• Identify web visitor attributes

• Recommend most relevant content

• Optimize engagements

DISCOVER LEARN RECOMMEND

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Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Example – Web Recommendation Bar

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Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Example – Web Recommendation Bar

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Example – Web Rich Media

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Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Customer Example (Web Rich Media)

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Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Customer Example• 75% direct lead conversion rate

from predictive content recommendation engine.

• Generated $100K in opportunities

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Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Customer Example (Web Rich Media)

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Customer Example (Web Rich Media)

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Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Cross ChannelsWeb Mobile Email

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Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Content Recommendation Results

315%Increase in site engagements (pages per visit, time on site) for targeted visitors

201%Increase in content specific lead conversion

3xMore views on recommended content compared to generic views

18%Increase in content consumption

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1. Enable Content Discovery

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2. Select Your Content

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2. Select Your Content

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2. Select Your Content

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2. Select Your Content

Advanced: use categories

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Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

3. Add Some Code

rtp('send','view');rtp('get','rcmd', 'richmedia');

<div class="RTP_RCMD2" data-rtp-template-id="template1"></div>

Add 2 lines to your standard RTP snippet:

Add a line of code where you want the recommendations to appear on your page:

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A Measurable Lift in Downloads

New website launch

Recommendations added

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Q4 – Predictive Content in Email

*not final

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Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Q4 – Predictive Content in Email

*not final

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Page 40Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Q4 – Predictive Content in Email

*not final

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Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Q4 – Predictive Content in Email

*not final

Page 42: Marketo Predictive content

Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Q4 – Predictive Content in Email

*not final

Page 43: Marketo Predictive content

Page 43Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Predictive Content - Summary

• Enables marketers to optimize engagements and conversions

• Automatically recommends the most relevant content

for each individual visitor

• Based on machine learning algorithms and predictive

analytics

Page 44: Marketo Predictive content

Thank you.