// BEHAVIORAL TARGETINGValtech Days March 17, 2011

//SEND THE RIGHT

MESSAGE TO THE

RIGHT PERSON AT

THE RIGHT TIME

//WHY SHOULD YOU

CARE ABOUT

BEHAVIORAL

TARGETING?

//THE INTERNET

IS IN ITS PRIME

//SEO/SEM/Search Engines/Login areas/Web Top Applications/Widgets/Mobile Apps

//NAVIGATE

INFORMATION

OVERLOAD

//SEO/SEM/Search Engines/Login areas/Web Top Applications/Widgets/Mobile Apps

//SEO/SEM/Search Engines/Login areas/Web Top Applications/Widgets/Mobile Apps

//DO YOU GIVE

YOUR VISITORS AN

ACTIVE CHOICE?

//BEHAVIORAL

TARGETING IS

OPTIMIZATION

OF SALES!

//BEHAVIORAL

TARGETING

IS GOOD

COMMUNICATION!

//BEHAVIORAL

TARGETING

IS GOOD

SERVICE!

//BEHAVIORAL

TARGETING IS

GOOD BRANDING

// YOUSEE® IS

ABOUT

EXCELLENCE IN

ENTERTAINMENTCLIENT CASE

//STRATEGY – YOUSEE®

TO DIFFERENTIATE ITSELF FROM

ITS COMPETITORS BY ADDING A RANGE

OF SERVICES TO THE FIRST LINE

PRODUCTS – AND IN THIS WAY GIVE

CLIENTS A QUALITATIVE ADVANTAGE

WHEN CHOOSING YOUSEE®.

//WEBSITE – YOUSEE®

”COMMUNICATE THE ENTERTAINMENT ANGLE

OF THE PRODUCT ATTRIBUTES”

- ITS A MOVEMENT FROM COMMUNICATING ”WHAT DO I GET FROM

YOUSEE®” TO ”WHAT DO I GET OUT OF CHOOSING YOUSEE®”

//CHALLENGE – YOUSEE®

REDIRECT INBOUND CALLS FROM SUPPORT

CENTER TO WEBSITE.

HOW DO WE HELP THE CLIENTS HELP THEMSELVES

ON WWW.YOUSEE.DK?

//APPROACH – YOUSEE®

1. SEGMENTATION OF TARGET AUDIENCES

ACCORDING TO NEEDS

2. PRESENT PRODUCTS AS A RESULT OF

SEGMENTATION

3. MESSAGE: ” IF YOU ENGAGE MORE WITH

YOUSEE® YOU WILL GET MORE AND BETTER

ENTERTAINMENT

//WHAT DO YOU

GET OUT OF

BEHAVIORAL

TARGETING?

//WINS

– Actual and detailed knowledge of your

clients’ behaviour

– A far more detailed picture of the needs of

your different target audiences

– A real opportunity to continously improve

your online communication

– Improving your competitive position

– Financial savings

– Increase cross-sell

//HOW DO

YOU GET

STARTED WITH

BEHAVIORAL

TARGETING?

//360o DATA COLLECTION

Demographics Attitudes Behaviors NeedsAnalytical lenses

What it tells you

Pro’s/Con’s

Sources of data

Example applications

Who the customer is

- Poor predictor of value- Moderately actionable in sales channels

- Customer surveys- Household data- IP data

- Basic offer differentiation- Ad localization

What they prefer

- Poor predictor of value- Highly actionable

- Customer surveys- Segmentation data (e.g. Acxiom, Experian etc)

- Message differentiation- Offer differentiation- Ad relevancy

What and how they purchase

- Strong predictor of value- Highly actionable- Proprietary insights- Backward looking

- Transactions- Response data (e.g. email, ads, offers)

- Click stream

- Predictive targeting (cross/up-sell, retention)

Why it’s important

- Best predictor of value- Reasonably actionable- Forward looking

- Search queries- Customer surveys

- Predictive targeting (rankings, cross/up-sell)

Learning cycle

Analyze customer data and identify opportunities

Prioritize products and design programs

Track performance and gain experiences

Select channels and optimization of com.mix21 3 4

1.1 Measure individual customer value

1.2 Micro-segment customers

1.3 Identify targets

2.1 Prioritize products

2.2 Select channels

4.1 Perform daily wrap-up

3.2 Up-sell and cross-sell in actions

3.1 Trainfrontline

employees

4.2 Track and monitor

//THE ORGANIZATIONAL PROCESS

21

//THE MATHEMATICAL FORMULA

Customer 1

Customer 2

Customer 3

Marketing

Machine

66% =

33% = ?

1 2 3

Algorithm to improve Targeting

Predict next likely customer need

Predict customer value potential

Predict customers likely to churn

22

//ONLINE

MARKETING SUITE–

BEHAVIORAL

TARGETING

WITHIN YOUR CMS

//Online Marketing Suite (OMS)

– Integrated Web Analytics

–A/B & Multivariate Testing

–Campaign Management

–Conversion Tracking

–Content Profiling

–Real-time Personalization

24

• Geo-location Analysis (i.e. can segment down to city-

level though use of integrated MaxMind GeoIP data)

• User Pattern/Behavioral Analysis

– Web page navigation thread• Home > Solutions > Education

• Home > products > CMS

• Home > Products > CMS > Web experience Management

• Home > Products > CMS > How does CMS Compare?

• Home > Products > Focused Solution Modules > CMS Modules

• Home > Customers > Customers by Industry > Education

• Home > Partners > Europe > United Kingdom

– Responses to form field questions

(dependent on user’s participation)

– Incoming campaigns (Pay Per Click, email, etc)

– Search criteria

//Identifying Target Audiences in OMS

25

//Visitor Geo-location Data

26

//Profiling your content

- Build Profiles and Attributes

- Score your content

27

//Build targeting rules

using MS Outlook rules

engine like interfaces

- Select the conditions for

the rule

- Select the actions for the

rule

- Define rule values

28

//PUTTING IT

ALL TOGETHER

29

Visitor Profile

Non-Profit:

Education:

Public Sector:

Lead score:

0

0

0

0

VISITOR

Chris Gamblen

cg@company.com London

London UK

020 000 000 81 Company

CMS

Software

Chris Gamblen

cg@company.com London

London UK

020 000 000 81 Company

Continued messaging however visitor didn’t

engage with us

10

0

0

0

10

80

0

0

10

100

0

35

Qualified visitor as an Education prospect

and offered relevant webinar

30

//PUTTING IT ALL TOGETHER

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