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Going Beyond The Click: The Importance of Web Personalization

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Digital is changing the way that organizations need to interact and engage with their prospects and customers. Most organizations determine the effectiveness of their digital efforts based on conversions - but what happens after that conversion? According to a recent SiriusDecisions report, 80% of B2B marketers indicate that they will be using digital advertising in 2017, but less than 50% are measuring ‘beyond the click’.

In order to have a truly effective digital strategy, organizations must look even further. By measuring ‘beyond the click’, organizations gain the ability to personalize the entire customer journey, engaging people at every touch point.

In this webinar with leading global B2B research and advisory firm SiriusDecisions, and Acquia Partner Inviqa, we’ll cover the tactics to optimize your personalization strategy, including:

-The rise of digital advertising and the need for ‘beyond the click’ measurement
-The need for web personalization and how to implement it in your digital strategy
-Different methods of personalization and best areas to personalize
-Best practices to follow and what to watch out for​

Published in: Technology
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Going Beyond The Click: The Importance of Web Personalization

  1. 1. 1 ©2016 Acquia Inc. — Confidential and Proprietary The Importance of Web Personalization Going Beyond the Click Jonathan Tam, Research Director, Demand Creation Strategies, SiriusDecisions Richard Jones, Technical Director, Inviqa Stephen Skidmore, Director of Product Marketing, Acquia
  2. 2. Going Beyond the Click The Importance of Web Personalization Jonathan Tam Research Director Demand Creation Strategies @jontam13
  3. 3. © 2016 SiriusDecisions. All Rights Reserved 3 13 Average # of dials before engaging in a conversation The number of touches that buyers receive per week increased 32% B-to-B Landscape: Change Is Constant 71%+ percent of all inquiries come from the web 1 in 25 Your chances of reaching CXOs through traditional outbound Up to ½ of buyer interaction is digital (not provided) 81.21%
  4. 4. © 2016 SiriusDecisions. All Rights Reserved 4 The Importance of Digital #ofInteractions Purchase Price in (in x,000’s) Source: SiriusDecisions 2015 Buying Study • Self-guided interactions represents a significant portion of buying interactions • Digital enables the majority of self- guided interactions 0 2 4 6 8 10 12 0 500 1000 1500 2000 2500 3000 Human Self-guided
  5. 5. © 2016 SiriusDecisions. All Rights Reserved 5 The Pervasiveness of Digital Campaign Reputation Demand Creation Enablement Press release Trade show Briefing Analyst briefings Executive roadshow Broadcast Advertising Social Media Webcast Trials Emails SEO/SEM Direct mail Broadcast Display Advertising Battlecard Playbook Live event ROI calculator Executive briefing Online Training Whitepapers Digital Tactic: Digitally Supported Tactic:
  6. 6. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 6 Digital Transformation Starts With Assessment Your Digital Type tells you what role digital should play in your organization and Digital Journey Mapping illustrates how. Digital First Digital Support Digital Hybrid 1 2 3 4 5 Self Service Sales Led Custom or Differentiated Standard or Commodity 1 2 3 4 5 3 4 5 1 2 Low ASP High ASP 1 2 3 4 5 Self Service Sales Led Custom or Differentiated Standard or Commodity 1 2 3 4 5 3 4 5 1 2 Low ASP High ASP 1 2 3 4 5 Self Service Sales Led Custom or Differentiated Standard or Commodity 1 2 3 4 5 3 4 5 1 2 Low ASP High ASP Buyers Journey Customer Lifecycle Education Solution Selection Deliver Develop Retain Grow Digital Touches Human Touches Buyers Journey Customer Lifecycle Education Solution Selection Deliver Develop Retain Grow Digital Touches Human Touches Buyers Journey Customer Lifecycle Education Solution Selection Deliver Develop Retain Grow Digital Touches Human Touches
  7. 7. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 7 B-to-B Ad Measurement Doesn’t Stop at the Click 80% of b-to-b marketers indicate they will be using digital advertising In 2017, but less than 50% are measuring beyond the click. 0 10 20 30 40 50 60 70 ADVERTISING WEBSITE WATERFALL What metrics do you use to measure your digital advertising? CPM Clicks CPC IMP Visits Bounce Time On Site CONV MQL SQL Close Won %Respondents 80% of organizations will use digital advertising within next 12 months SiriusDecisions 2016 B-to-B Digital Advertising Survey
  8. 8. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 8 Personalization Can Be Done at Varying Levels Ideal personalization is at the individual 1-to-1 level, but personalization can also occur at higher levels until sufficient data is collected. Person – Behavior – Persona – Account – Account Type – Industry
  9. 9. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 9 Types of Personalization Personalization efforts require understanding the different types of personalization, what each type can accomplish, and what it requires. • Relies on data provided directly by the user Explicit Personalization • Relies on tracking user behavior across a variety of marketing vehicles Implicit Personalization • Utilizes third-party data that does not come directly from the user Augmented Personalization
  10. 10. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 10 Personalization Preparedness Beyond technology capability assessments, organizations must assess internal readiness of their targeting and content. Defined target segments and attributes Buyer stage and persona based content Dynamic content and personalization capabilities
  11. 11. © 2016 SiriusDecisions. All Rights Reserved 11 Research, Test, Learn, Optimize Start small Choose target wisely Understand buyers journey and insights Use specific content instead of generic message Track performance beyond the click through to conversion Test and learn
  12. 12. The Future of Personalisaton 05.10.16 Richard Jones, Technical Director Inviqa
  13. 13. 13 ©2016 Acquia Inc. — Confidential and Proprietary Your customer’s behaviour is changing faster than you are
  14. 14. 14 ©2016 Acquia Inc. — Confidential and Proprietary You need to keep pace and experiment with different approaches
  15. 15. 15 ©2016 Acquia Inc. — Confidential and Proprietary Being Prepared What many people think is personalisation What other possibilities are there How you can prepare today
  16. 16. 16 ©2016 Acquia Inc. — Confidential and Proprietary Signals + Context = Personalisation
  17. 17. 17 ©2016 Acquia Inc. — Confidential and Proprietary Invisible vs Visible Personalisation
  18. 18. 18 ©2016 Acquia Inc. — Confidential and Proprietary Some examples
  19. 19. 19 ©2016 Acquia Inc. — Confidential and Proprietary Everyday Personalisation Implicit or Explicit
  20. 20. 20 ©2016 Acquia Inc. — Confidential and Proprietary Recommendations
  21. 21. 21 ©2016 Acquia Inc. — Confidential and Proprietary Smart recommendations?
  22. 22. 22 ©2016 Acquia Inc. — Confidential and Proprietary Not as smart as they could be Even the best at this don’t always understand context What about gifts? Have to provide tools to help you fine tune
  23. 23. 23 ©2016 Acquia Inc. — Confidential and Proprietary Personalisation of Ads Implicit
  24. 24. 24 ©2016 Acquia Inc. — Confidential and Proprietary
  25. 25. 25 ©2016 Acquia Inc. — Confidential and Proprietary Personalisation of Content
  26. 26. 26 ©2016 Acquia Inc. — Confidential and Proprietary Can be more subtle
  27. 27. 27 ©2016 Acquia Inc. — Confidential and Proprietary Invisible personalisation
  28. 28. 28 ©2016 Acquia Inc. — Confidential and Proprietary What if…
  29. 29. 29 ©2016 Acquia Inc. — Confidential and Proprietary What if…
  30. 30. 30 ©2016 Acquia Inc. — Confidential and Proprietary What if…
  31. 31. 31 ©2016 Acquia Inc. — Confidential and Proprietary Expressed preference or machine learning
  32. 32. 32 ©2016 Acquia Inc. — Confidential and Proprietary Deeper content personalisation
  33. 33. 33 ©2016 Acquia Inc. — Confidential and Proprietary Headline Variations
  34. 34. 34 ©2016 Acquia Inc. — Confidential and Proprietary What if… Rosberg retains lead in Mexico Ferrari furious over podium loss at Mexican GP How did Hamilton avoid first lap crash? Aribavene makes feelings clear about Vettel penalty Vettel apologises for expletive filled radio messages
  35. 35. 35 ©2016 Acquia Inc. — Confidential and Proprietary Can be varied based on signals
  36. 36. 36 ©2016 Acquia Inc. — Confidential and Proprietary Doesn’t work without a content plan
  37. 37. 37 ©2016 Acquia Inc. — Confidential and Proprietary Cannot effectively personalise unless you know the target personas Target content directly to user groups Knowing the audience
  38. 38. 38 ©2016 Acquia Inc. — Confidential and Proprietary If the target is page views, focus on headline to get click throughs If the target is engagement, focus on variations of inner content to speak to a specific audience Personalise based on Target
  39. 39. 39 ©2016 Acquia Inc. — Confidential and Proprietary Other Signals
  40. 40. 40 ©2016 Acquia Inc. — Confidential and Proprietary Time of day Season Weather Price of the pound (anything really) Environmental Signals
  41. 41. 41 ©2016 Acquia Inc. — Confidential and Proprietary Long form content might work better in the evening Test promotion of long form articles in the evening (based on local time) Theorise and Test
  42. 42. 42 ©2016 Acquia Inc. — Confidential and Proprietary Explicit Personalisation - when you have more to work with
  43. 43. 43 ©2016 Acquia Inc. — Confidential and Proprietary My World of Work
  44. 44. 44 ©2016 Acquia Inc. — Confidential and Proprietary
  45. 45. 45 ©2016 Acquia Inc. — Confidential and Proprietary
  46. 46. 46 ©2016 Acquia Inc. — Confidential and Proprietary
  47. 47. 47 ©2016 Acquia Inc. — Confidential and Proprietary
  48. 48. 48 ©2016 Acquia Inc. — Confidential and Proprietary
  49. 49. 49 ©2016 Acquia Inc. — Confidential and Proprietary
  50. 50. 50 ©2016 Acquia Inc. — Confidential and Proprietary So where does this leave us?
  51. 51. 51 ©2016 Acquia Inc. — Confidential and Proprietary Machine learning vs Tribal Knowledge
  52. 52. 52 ©2016 Acquia Inc. — Confidential and Proprietary “I know my products / content and I know my customers”
  53. 53. 53 ©2016 Acquia Inc. — Confidential and Proprietary The machine will always win
  54. 54. 54 ©2016 Acquia Inc. — Confidential and Proprietary How to prepare
  55. 55. 55 ©2016 Acquia Inc. — Confidential and Proprietary Using a CMS that provides a structured content model Separate presentation and content Develop key personas Write to the personas Structured Content
  56. 56. 56 ©2016 Acquia Inc. — Confidential and Proprietary Tools like Acquia Lift can ingest content that is well structured Allows machine learning to take control of personalisation Delivers personalised content directly into the website Feeding the machine
  57. 57. 57 ©2016 Acquia Inc. — Confidential and Proprietary Personalisation is an experiment Test an idea - see what works Don’t worry about being wrong Different techniques will work for different audiences. Use Analytics to prove the case Hypothesise, Test, Measure
  58. 58. 58 ©2016 Acquia Inc. — Confidential and Proprietary Look at which areas can be personalised Work with the content team to develop a plan per persona Consider other sources of data to improve the experience (augmented personalisation) Review your content
  59. 59. 59 ©2016 Acquia Inc. — Confidential and Proprietary Personalisation is the next phase of the web
  60. 60. ©2016 Acquia Inc. — Confidential and Proprietary Acquia Lift for Personalization Everywhere • Works on any platform (and ROCKS on Drupal!) • Cloud-based design simplifies startup • Designed for Marketers to be fast and easy to use • Unifies known and unknown user profiles • Utilizes existing content management systems for A/B testing and personalization
  61. 61. ©2016 Acquia Inc. — Confidential and Proprietary APIAPI Acquia Lift in the Marketing Ecosystem Profile ManagerContent Hub Experience Builder Acquia LIFT Content ✓ Personalization A/B Testing Tools Profile DataRules CollectVisitorActivity
  62. 62. 62 ©2016 Acquia Inc. — Confidential and Proprietary Questions?
  63. 63. 63 ©2016 Acquia Inc. — Confidential and Proprietary Thank You

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