making the most of cq5 social collaboration and analytics for greater online marketing...
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Making the Most of CQ 5.3 Social Collaboration and Analytics for Greater Online Marketing EffectivenessLars Trieloff, Product Manager, Day
Goal: Growing your market
Tactical Analytics
✴ Built-in tactical analytics
✴ Visitor tracking
✴ Immediate feedback to authors
Google Analytics: free…
… and integrated
… and integrated
Extending Analytics
✴ Omniture
✴ VisualSciences
✴ WebTrends
✴ Others…
Self-optimizing content
Two ways to optimize
✴ As a service
✴ shallow integration
✴ data ownership
✴ high recurring cost
✴ Integrated
✴ heavyweight
✴ not scalable
✴ high initial cost
Unfortunately...
…both are wrong
Multivariate Testing
✴ Provide Different Alternatives
✴ Run automated tests
✴ Use statistical algorithms to identify the winner
✴ Get higher conversion rates
Multivariate Testing
✴ Provide Different Alternatives
✴ Run automated tests
✴ Use statistical algorithms to identify the winner
✴ Get higher conversion rates
special offer
Multivariate Testing
✴ Provide Different Alternatives
✴ Run automated tests
✴ Use statistical algorithms to identify the winner
✴ Get higher conversion rates
special offer
buy now
Multivariate Testing
✴ Provide Different Alternatives
✴ Run automated tests
✴ Use statistical algorithms to identify the winner
✴ Get higher conversion rates
special offer
buy now
limited offer
Multivariate Testing
✴ Provide Different Alternatives
✴ Run automated tests
✴ Use statistical algorithms to identify the winner
✴ Get higher conversion rates
special offer
buy now
limited offer
Multivariate Testing
✴ Provide Different Alternatives
✴ Run automated tests
✴ Use statistical algorithms to identify the winner
✴ Get higher conversion rates
limited offer
How does it work?
How does it work?
Why is it better?
✴ Integrated authoring experience
✴ Optimized for search engine experience
✴ Absolutely scalable through Caching
✴ Full control
Extending Control
Targeted Campaigns
Even more control
✴ Complete campaign management
✴ 1: Define Segments
✴ 2: Define Campaigns
✴ 3: Create Content
✴ 4: Dynamically Deliver Content
Defining Segments
✴ Based on user profiles
✴ For logged in users
✴ Pulls data from social collaboration
✴ Based on session predicates
✴ Search terms, location, time of day, etc.
Segment: Bargain Hunter
Segment: Female
Segment: Bargain Hunter
Defining Segments
Creating Campaigns
✴ Integrated authoring experience
✴ See campaign stats on the campaign page
✴ Assign Segments for full control
✴ Use Tagging for lightweight tracking
Campaign: Fall ’09
special offer buy now
limited offer fall special
CampaignBack to School
special offer
limited offer
buy now
fall special
Creating Campaigns
Create Content
✴ Teaser pages are pages
✴ Integrated authoring experience
✴ No limitation on the supported components
✴ Components can integrate with user profile
Campaign: Fall ’09
fall special
Segment: Female
Segment: Bargain Hunter
Dynamically Deliver
✴ Use Teaser Paragraph
✴ Different Selection Strategies
✴ Filters by best matching segment first
✴ Use clickstream cloud to fine-tune
✴ Allows for dynamic re-segmentation
Dynamic Targeting
Dynamic Targeting
Best practices
✴ Drive sign-ups through added value
✴ Keep relevant data in user profiles
✴ Use MVT testing for generic content
✴ Segmentation for targeted content
✴ Use Dynamic re-segmentation to accelerate conversions