wednesday afternoon general session
DESCRIPTION
TRANSCRIPT
0
BEST SAN FRANCISCO FOTO
www.PLAYatEngage.com
RTETLA
0Taking a Bite Out of Big DataJohn Lovett, Web Analytics Demystified@JohnLovett
A PETABYTEIS A LOT OF
DATA
ONE SINGLE PETABYTE = 52 TONS OF PEPPERONI PIZZA
DATA PRODUCTION GROWS 62% ANNUALL
Y
I HAVE1,200,000,000,000,000,000,000 THINGS TO SAY, AND COUNTING
IN THE PAST MINUTE
YOUR JOB IS TODECIDE WHAT MATTERS
THE DATA FIREHOSEWILL SOAK YOU
GET YOUR CUSTOMERS TO HELP
SEPARATE THE
SIGNALFROM THE
NOISE
THIS IS
NOTA PIZZA
THAT’S APIZZA
BETTERRESULTS
0The Future of Customer InteractionsScott Jones, Responsys
interactionmanagement
automation+
orchestration
innovate
integratedtargeted
personalizedcoordinated
emailmobilesocialweb
display
new school marketing
old school marketing vs. new school marketing
broadcast vs. interactive
impressions vs. engagement
manual vs. technology enabled
batch vs. real-time
paid media focus vs. owned & earned media focus
top down vs. bottoms up
the new school consumer is writing the new rules
the new school consumer is writing the new rules
they choose which marketing messages they receive, when, where, and from whom
the new school consumer is writing the new rules
they choose which marketing messages they receive, when, where, and from whom
they are constantly expressing their interests and intent
the new school consumer is writing the new rules
they choose which marketing messages they receive, when, where, and from whom
they are constantly expressing their interests and intent
they are expecting content to be even more personalized and relevant
the new school consumer is writing the new rules
they choose which marketing messages they receive, when, where, and from whom
they are constantly expressing their interests and intent
they are expecting content to be even more personalized and relevant
But it’s impossible to market to millions of them by hand.
interactionmanagement
+campaign
management=
orchestration
nimble
nimbleopen
nimbleopen
distributed
more intelligent
0Metrics to Understand the Cross-Channel Customer Eric Head, ForeSee @EricHead
Many touch points shape customer relationships
Metrics and KPIsThe metrics we use vary by channel…How can we get an integrated view of the customer’s perspective?
lead generation
% of new orders
Customer Acquisition Cost
campaign ROI
conversion rates
bounce rate
cost-per-click
home to purchase
search to purchase
speci
al off
er
to p
urc
hase
% of repeat orders
overa
ll tr
affi
c
avera
ge t
ime o
n s
ite
Customer Lifetime Value
# of new visitors
% of new visitors
geographic dataimpressionsAvg. Order Size
page views
cost-per-visitor
refe
rrin
g U
RLskeywords
Measure Success
Not through the organization’s eyes
Through the eyes of your customers
Measure what drives satisfaction and behavior
0Insights and ActionHow Ektron and Webtrends power agile marketingTom Wentworth, Ektron
Forget what you knew about WCM
Forrester 2010 Web Content Management SurveyWhat is the primary business driver for increased
deployments or usage of Web content management?
Improved customer experiences
Web ops cost reduction
Improved employee communication
New eBusiness initiatives
IT consolidation or cost reduction
Brand consistency
Improved lead management
Other
41%
16%
11%
10%
7%
5%
5%
4%
Forrester 2010 Web Content Management SurveyWith which other enterprise applications do you plan to
integrate WCM?
Web analytics
SharePoint
Social networking
CRM
DAM
Email campaign software
A/B and multivariate testingEnterprise marketing suites
46%
38%
35%
34%
22%
20%
14%
13%
5%
Other
WCM without analytics is like driving with Mr.
Magoo
Data is the fuel of agility
http://www.flickr.com/photos/erikcharlton/4833118612
Agile Marketing Process
Author Design Publish
Create
Content Copy Layout
Optimize
Targeted Multi-channel Social
Deliver
Goals Traffic sources Visitors
Analyze
Agile Marketing Process
Author Design Publish
Test Segment Target
Global Multi-channel Dynamic
Goals Traffic sources Visitors
“We’re looking forward to building on the success of our new site as we develop an online marketing strategy with Ektron”
– Keith Bennett, Lloyds TSB Commercial Finance Online Channel Manager
Ektron and Webtrends: Powering a conversion architecture
90% increase in visitors150% increase in leads
30% increase in conversion
0Multi Channel MarketingSantanu BasuSenior Product Manager-SharePoint for Internet Sites, Microsoft
AT THE CENTER IS YOUR WEBSITE
OWNEDPAID EARNED
WHATEVER YOUR DIGITAL DESTINATION, MICROSOFT CAN HELP YOU GET THERE.
01:1 MarketingPeder Enhorning, Unilytics @PederE
Largest Webtrends reseller and professional services company
Web Analytics service provider since 2001
450+ Webtrends consulting engagements
Technology for 1:1 Marketing
VHE Distiller® - historical unique visitor data
Mergence® - unique visitor data for SharePoint®
OVERVIEW
1:1 MARKETING INSIGHT
•Pages and content groups of interest
•Visit history (visits, total time visiting the site, last visit)
•Initial and most recent campaigns they responded to
•Overall purchase information (total purchase count, lifetime value, invoice/transaction numbers)
•And MUCH MORE!
TRANSFORMING HO-HUM INTO AMAZING
1:1 MARKETING WITH MICROSOFT SHAREPOINT
MICROSOFT SHAREPOINT CHARACTERISTICS
•Users typically log in to use the system
•Internal sites discourage tracking by hosted services
•Complex JavaScript events
•Native SharePoint analytics is very limited
Webtrends Reporting
SharePoint
Modify SharePoint
Modify Webtrends tags
SHAREPOINT REPORTING
0Personalization RealizedMeyar Sheik CEO @Certona
Driving More Revenue from Personalized Recommendations
Personalized and Targeted Experience
Testing and Measuring
Enhance
Delivering Individualized and Dynamic Content
Extending the Personalization across Multiple Touchpoints
0Tracking the Realtime Social WebMatt LeMay, bit.ly @MattLeMay
SHORTEN, SHARE, TRACK
v
SOCIAL MEDIA TRAFFIC IS GROWING
v
BIT.LY PRO: CLICK ANALYTICS
0DATA: The New CreativeScott Roth, ExactTarget @rothscott
PRE 90s: Offline ChannelsMID 90s: Online ChannelsTODAY: Welcome to the real time web!
600 TWEETS
34,000 GOOGLE SEARCHES
700 FACEBOOK POSTS
per second…and growing
real [content]real [data]real [time]
INTERACTIVEMARKETING
HUB
0I Online TestingJoe Stanhope, Senior Analyst, Forrester @joestanhopeMarch 2nd, 2011
TestingI