wednesday afternoon general session

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


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




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