Testing & Targeting Tools
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This document discusses various tools for multivariate testing and targeting. It explains that implementation of testing can vary based on the chosen technology. More sophisticated tools allow segmentation of visitors for targeted testing and content delivery. Success metrics and statistical models are used to determine the best performing content combinations. Examples of specific testing and targeting tools are provided, with greater detail about Vertster and Google Website Optimizer. Emerging behavioral targeting and retargeting tools are also mentioned.
Testing & Targeting Tools
- 1. Testing & targeting toolsJiriBrazdaFebruary 2010
- 3. Market overviewYounger than web analytics and not as widely adopted by marketersCurrently only 26 % use A/B or MVT 1However, there is a clear synergy because optimization is logical next step after measurementSeveral sophisticated tools on the market but no vendor is clear market leaderTesting & targeting tools | www.optimics.cz3
- 4. ImplementationImplementation difficulty driven by chosen technologyJavascript enabled (requires changes to website content)Tested elements encapsulated in javascript (eg. Google Website Optimizer)Tested elements identified automatically through DOM (eg. Vertster)DNS routing (no changes to website content)Tested elements identified and served by a proxy server (eg. SiteSpect)Testing & targeting tools | www.optimics.cz4
- 5. SegmentationSimple tools presume that a single content combination works best across all visitor segmentsMore sophisticated tools can test and find best content combinations for different visitor segmentsSegments can be defined by dimensions & metrics usually found in web analytics toolsTesting & targeting tools | www.optimics.cz5
- 6. TargetingTargeting means that web content is no longer the same for every visitorAfter the test is finished targeting is a means of serving winning content combinations to different visitor segmentsTargeting follows testingTesting & targeting tools | www.optimics.cz6
- 7. StatisticsStatistical models serve to determine winning content combinationSimple tools use full factorial modelMore sophisticated tools use optimized, and therefore faster models, eg. TaguchiTesting & targeting tools | www.optimics.cz7
- 8. Success metricsWinning content combinations can only be calculated if a success metric is definedSimple tools work only with conversionMore sophisticated tools provide engagement and revenue related metrics – this can also be done through integration with web analytics toolsTesting & targeting tools | www.optimics.cz8
- 9. The toolsAmadesa (www.amadesa.com) Google Website Optimizer (www.google.com/websiteoptimizer) Maxymiser (www.maxymiser.com) Omniture (www.omniture.com) Optimost (www.optimost.com) SiteSpect (www.sitespect.com) Vertster (www.vertster.com) Webtrends (www.webtrends.com) Testing & targeting tools | www.optimics.cz9
- 10. Vertster vs. Google Website OptimizerSince 2005Testing & targeting tools | www.optimics.cz10Disclosure: comparison of two MVT tools that I’m familiar with. Other tools may have more sophisticated features that differentiate them from the rest of the market.
- 11. Research & further reading The Online Testing Vendor Landscape (Forrester Research)http://j.mp/forrester-testingTesting & targeting tools | www.optimics.cz11
- 13. Emerging technologyThere is a variety of emerging technology tools positioning themselves asBehavioral targetingRetargetingRemarketingetc.These tools primarily utilize knowledge of past individual visitor behavior but they can also involve some degree of testingTesting & targeting tools | www.optimics.cz13
- 14. The toolsBTBuckets (www.btbuckets.com) Onsite behavioral targeting, freeCognitive Match (www.cognitivematch.com) Content targeting using artificial intelligencePerformable (www.performable.com) Currently brewing in betaSeeWhy (www.seewhy.com) Remarketing shopping cart abandoners, freeSitebrand (www.sitebrand.com) Segmentation, targeting, personalizationTesting & targeting tools | www.optimics.cz14
- 15. Assessing your capability >Where are you?
- 16. Testing & targeting tools | www.optimics.cz16TestingMASSSEGMENTSINDIVIDUALPricingCampaignsProductsContentAre you here?No testingTargeting