9 web analytics demystified - turning it up to 11 advanced website optimization
0 likes1,841 views
This document discusses advanced website optimization techniques. It describes Ensighten's tag management platform which allows flexible implementation of A/B tests across platforms. Ensighten facilitates operationalizing test winners and data syndication across channels for personalization. Case studies show how Ensighten enables sophisticated optimization at companies like Symantec through custom models and third party integration.
9 web analytics demystified - turning it up to 11 advanced website optimization
- 1. TURNING IT UP TO 11: ADVANCED WEBSITE OPTIMIZATION BRIAN HAWKINS Partner, Web Analytics Demystified brian.hawkins@webanalyticsdemystified.com (708) 516-4774 or @brianthawkins Insights from Web Analytics Demystified www.webanalyticsdemystified.com
- 2. ABOUT BRIAN HAWKINS • Early Employee at Offermatica • Helped found the Optimization consulting services at Offermatica and at Omniture • Senior Optimization Manger overseeing dozens of clients across all verticals and across all Optimization toolsets #Agility2013 @brianthawkins 2
- 3. ABOUT WEB ANALYTICS DEMYSTIFIED • End-to-end strategies for digital measurement and optimization – Strategic Audits and Framework Development – Executive Retainers and Support Services – Operational Use Audits and Support – Implementation and Ongoing Reporting – Training, Education, Special Topics – Web Analytics Wednesdays! #Agility2013 @brianthawkins 3
- 4. DECADE OF OPTIMIZATION • Organizations are building out robust testing roadmaps • Increased use of targeting and segmentation • Tests are being expanded to different mediums such as mobile, display, and email • Optimization teams are growing and being leveraged in pre-production vs. just post #Agility2013 @brianthawkins 4
- 5. OPTIMIZATION TODAY • Optimization is not easy, there are many challenges • Tagging - by for the most pressing issue we see today • Implementation approach (global, modular, single tag) • Operationalizing test winners • Mitigating cost and performance #Agility2013 @brianthawkins 5
- 6. ENSIGHTEN SOLVING FOR CURRENT CHALLENGES • Ensighten’s Visual Tagger™ tackles these challenges and enables Optimization best practices • Adobe Test&Target and Webtrends Optimize built right in! #Agility2013 @brianthawkins 6
- 7. ENSIGHTEN SOLVING FOR CURRENT CHALLENGES • These Optimization Best Practices can be applied to any optimization platform including internally built testing tools • Ensighten can also enable cross optimization platform communication for organizations that use multiple toolsets #Agility2013 @brianthawkins 7
- 8. TAGGING VIA VISUAL TAGGER #Agility2013 @brianthawkins 8
- 9. FLEXIBILITY IN IMPLEMENTATION APPROACH • Easily select the mbox type depending on test design • Global mbox (dynamic or static) • Conversion or data collecting mbox (revenue metrics, weighted page views) • Redirect mboxes for non- flicker landing page optimization #Agility2013 @brianthawkins 9
- 10. FLEXIBILITY IN IMPLEMENTATION APPROACH • Easily selectively deploy your Webtrends Optimize tag only on pages included in test • Add additional data variables to the Optimize request for advanced targeting and segmentation #Agility2013 @brianthawkins 10
- 11. LIVE DEMO OF OPTIMIZATION IMPLEMENTATION VIA ENSIGHTEN #Agility2013 @brianthawkins 11
- 12. OPERATIONALIZING WINNERS • Rather then depend on your optimization platform to operationalize test winners, Ensighten can bridge the gap #Agility2013 @brianthawkins 12
- 13. MANAGING CLIENT SIDE CALLS • Within the Manage 2.0 Platform one can easily schedule, edit, coordinate, delete test rules in minutes #Agility2013 @brianthawkins 13
- 14. OPTIMIZATION TOMORROW • As Optimization demand increases and its sophistication evolves, a whole new set of challenges presents itself but Ensighten is solving for these challenges today • Optimization scaling and coordination • Data Syndication • Data Conduit - Data collectors and Optimization tools - Inbound • Pushing Optimization data points to other platforms - Outbound • Data Integration - offline Data #Agility2013 @brianthawkins 14
- 15. ENSIGHTEN SOLVING FOR TOMORROWS CHALLENGES • As the demand for more tests grows a solution like Ensighten will be essential to keep up with the demand and management of execution of tests • Cross-channel tests will become much more common place and Ensighten can enable test deployment across email, display, and mobile #Agility2013 @brianthawkins 15
- 16. PATH TO PERSONALIZATION Site Behavior Variables Environment Variables Referrer Variables ! IP address ! Referring domain ! Customer/prospect ! Country of origin ! Campaign ID ! New/return visitor ! Time zone ! Affiliate ! Previous visit patterns ! Operating ! PPC ! Previous Product interests system ! Natural search – top level ! Browser type ! Direct/bookmark ! Previous Product interests ! Screen – low level resolution ! Searches ! Previous online purchases Temporal Variables ! Previous Campaign ! Time of day exposure ! Day of week ! Previous Campaign ! Recency responses ! Frequency Offline Highly Predictive Variables Anonymous Profile #Agility2013 @brianthawkins 16
- 17. ENSIGHTENS DATA MAPPING •Revolutionary way to easily expose data for targeting and segmenting of tests • Allows for the data mapping across areas of the site • Game changer for targeting with secure data in the unsecured areas of the site #Agility2013 @brianthawkins 17
- 18. LIVE DEMO OF DATA LAYER USE FOR OPTIMIZATION VIA ENSIGHTEN #Agility2013 @brianthawkins 18
- 19. DATA SYNDICATION - OUTBOUND • By way of the Visual Tagger and its Data Map, one can make test data points accessible to other platforms such as: • email marketing platforms • display retargeting solutions • modeling engines • cross domain sites #Agility2013 @brianthawkins 19
- 20. DATA SYNDICATION - INBOUND • The Data Map combined with custom rules will enable Marketers to incorporate offline and third party data with ease • internal CRM platforms • Blue Kai, Experien, Alliant, etc. • Propensity modeling platforms #Agility2013 @brianthawkins 20
- 21. CUSTOMER SUCCESS STORIES #Agility2013 @brianthawkins 21
- 22. SYMANTEC • Incredibly sophisticated implementation of Test&Target that makes use of custom engagement scoring models • Leverages Ensighten to quickly and easily deploy third party marketing platforms to identify value #Agility2013 @brianthawkins 22
- 23. SONY ONLINE STORE • Mitigates Optimization costs all through Ensighten • Enabled to deploy tests in a matter of minutes with business users vs. IT #Agility2013 @brianthawkins 23
- 24. ICE.COM • All tests are deployed via Ensighten for performance, server call management, and for time to market • Ensighten has enabled the ability to allow their optimization platform to communicate with its email marketing platform for cross channel optimization! #Agility2013 @brianthawkins 24
- 25. TURNING IT UP TO 11: ADVANCED WEBSITE OPTIMIZATION BRIAN HAWKINS Partner, Web Analytics Demystified brian.hawkins@webanalyticsdemystified.com (708) 516-4774 or @brianthawkins Insights from Web Analytics Demystified www.webanalyticsdemystified.com