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
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Goal: Growing your market
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Tactical Analytics
✴ Built-in tactical analytics
✴ Visitor tracking
✴ Immediate feedback to authors
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Google Analytics: free…
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… and integrated
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… and integrated
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Extending Analytics
✴ Omniture
✴ VisualSciences
✴ WebTrends
✴ Others…
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Self-optimizing content
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Two ways to optimize
✴ As a service
✴ shallow integration
✴ data ownership
✴ high recurring cost
✴ Integrated
✴ heavyweight
✴ not scalable
✴ high initial cost
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Unfortunately...
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…both are wrong
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Multivariate Testing
✴ Provide Different Alternatives
✴ Run automated tests
✴ Use statistical algorithms to identify the winner
✴ Get higher conversion rates
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Multivariate Testing
✴ Provide Different Alternatives
✴ Run automated tests
✴ Use statistical algorithms to identify the winner
✴ Get higher conversion rates
special offer
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Multivariate Testing
✴ Provide Different Alternatives
✴ Run automated tests
✴ Use statistical algorithms to identify the winner
✴ Get higher conversion rates
special offer
buy now
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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
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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
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Multivariate Testing
✴ Provide Different Alternatives
✴ Run automated tests
✴ Use statistical algorithms to identify the winner
✴ Get higher conversion rates
limited offer
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How does it work?
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How does it work?
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Why is it better?
✴ Integrated authoring experience
✴ Optimized for search engine experience
✴ Absolutely scalable through Caching
✴ Full control
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Extending Control
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Targeted Campaigns
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Even more control
✴ Complete campaign management
✴ 1: Define Segments
✴ 2: Define Campaigns
✴ 3: Create Content
✴ 4: Dynamically Deliver Content
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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.
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Segment: Bargain Hunter
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Segment: Female
Segment: Bargain Hunter
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Defining Segments
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Creating Campaigns
✴ Integrated authoring experience
✴ See campaign stats on the campaign page
✴ Assign Segments for full control
✴ Use Tagging for lightweight tracking
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Campaign: Fall ’09
special offer buy now
limited offer fall special
CampaignBack to School
special offer
limited offer
buy now
fall special
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Creating Campaigns
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Create Content
✴ Teaser pages are pages
✴ Integrated authoring experience
✴ No limitation on the supported components
✴ Components can integrate with user profile
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Campaign: Fall ’09
fall special
Segment: Female
Segment: Bargain Hunter
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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
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Dynamic Targeting
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Dynamic Targeting
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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