Check out this SlideShare to determine where your company is at on the path to providing personalized experiences for your customers and prospects.

1. © 2015 Webtrends, Inc.
How Does Your Digital
Marketing Compare?
We questioned the “data nerds” from some of
the world’s top brands. They ranged from Digital
Analysts to Marketing Directors to IT Managers.
Here’s what we learned...

2. © 2015 Webtrends, Inc. 2
Companies rated the most important marketing
performance metrics today and in 12-18 months:
*Brands want to move from fragmented, traditional measurement to a more holistic view of marketing performance.
Content Effectiveness and Engagement
Campaign Performance / Conversion Rates
Customer Satisfaction
Site Traffic
Online Marketing ROI
-38%
-21%
+13%
+119%*
-32%
in 12-18 months
today
in 12-18 months
today
in 12-18 months
today
in 12-18 months
today
in 12-18 months
today
Δ

3. © 2015 Webtrends, Inc. 3
50%Companies spend half their
budgets on website management
and they don’t expect that to
change in the next 12-18 months
+38%38% more companies plan
to increase investments and
initiatives in personalization
in the next 12-18 months
Hi Sarah!

4. © 2015 Webtrends, Inc. 4
The main barriers companies claim
limit them from meeting digital marketing goals:
lack of money (budget)lack of enough people
to meet their goals
silos and a lack of
organizational alignment
76% 68%66%
lack of technology
62% do not have enough expertise
57%

5. © 2015 Webtrends, Inc. 5
Introducing a framework for digital
marketing advancement in five key areas
Measurement Segmentation Digital Optimization
Customer Journey Personalization

6. © 2015 Webtrends, Inc. 6
Characteristics of less and more advanced
stages of digital marketing
Less Advanced 1
Measurement
More Advanced
Characteristics
• Foundational
• Out-of-box technology
• Tactical
• Manual
• Re-active/diagnostic
• Departmental/siloed
2
Segmentation
Characteristics
• Comprehensive
• Strategic
• Automated/continuous
• Predictive
• Programmatic/institutionalized
• Process-driven
• Expertise-heavy
3
Digital Optimization
4
Customer Journey
5
Personalization

7. © 2015 Webtrends, Inc. 7
1: Measurement
Stage 4
Connecting online
with offline to predict
customer actions
Stage 1
Basic trend reporting
Stage 2
Campaign
measurement
Stage 3
Multi-channel
measurement
strategy at the
visitor level

8. © 2015 Webtrends, Inc. 8
2: Segmentation
Stage 4
Algorithmic,
automated science-
based segmentation
Stage 1
Basic segmentation
using common
market-defined
criteria
Stage 2
Advanced
segmentation aligned
around unique
business criteria
Stage 3
Segmentation
driven from
integrated CRM

9. © 2015 Webtrends, Inc. 9
3: Digital Optimization
Stage 4
Automated
programmatic
testing across
multiple platforms
Stage 1
Basic or manual A/B
testing
Stage 2
Scientific
programmatic A/B
testing
Stage 3
Advanced testing
on defined
segments

10. © 2015 Webtrends, Inc. 10
4: Customer Journey
Stage 4
Insights drive action
to improve all
touch points in the
customer journey
Stage 1
Cross-channel
pathing
Stage 2
Multi-touch
attribution
Stage 3
Connecting offline
and online journeys

11. © 2015 Webtrends, Inc. 11
5: Personalization
Stage 4
1:1 personalization
utilizing predictive
analysis
Stage 1
Applying basic
context to influence
personalization
Stage 2
Using specific in-
session behaviors to
influence content
Stage 3
Leveraging in-
session behaviors
coupled with
historical behaviors

12. © 2015 Webtrends, Inc. 12
Measurement Segmentation Digital Optimization Customer Journey Personalization
Stage
1
Stage
2
Stage
3
Stage
4
Connecting online
with offline to
predict customer
actions
Algorithmic,
automated
science-based
segmentation
Automated
programmatic
testing across
multiple platforms
Insights drive
action to improve
all touch points in
the customer
journey
1:1 personalization
utilizing predictive
analysis
Basic trend
reporting
Basic segmentation
using common
market-defined
criteria
Basic or manual A/B
testing
Cross-channel
pathing
Applying basic
context to influence
personalization
Campaign
measurement
Advanced
segmentation
aligned around
unique business
criteria
Scientific
programmatic A/B
testing
Multi-touch
attribution
Using specific
in-session behaviors
to influence content
Multi-channel
measurement
strategy at the
visitor-level
Segmentation
driven from
integrated CRM
Advanced testing on
defined segments
Connecting offline
and online journeys
Leveraging
in-session behaviors
coupled with
historical behaviors
Digital Marketing Advancement Framework

13. © 2015 Webtrends, Inc. 13
Brands scored themselves in each
area of digital marketing advancement
The average brand is fairly advanced (stage 3) in ‘measurement,’ while considerably less advanced in other areas.
Measurement Segmentation Digital
Optimization
Customer
Journey
Personalization
3.03
More Advanced
Less Advanced
1.34 1.32 1.47
.98
Stage 3
Stage 4
Stage 2
Stage 1

14. © 2015 Webtrends, Inc. 14
How Does Your
Digital Marketing Compare?
Download Your Free White Paper
Your Path to Personalization:
A Framework for Digital Marketing Advancement
It’s a hot topic for today’s marketer: how to deliver a personalized customer
experience.
But the topic has been met with a lot of confusion, mixed messages and grand
promises, raising more questions than real answers. If this is the destination, the
practical questions that are often left unanswered are, “where do I start?” and
“what is my organization’s path to get there?”
Before we get started, it’s important to note that personalization may not be
a near-term goal for every marketer or organization. They, too, are on a quest
to advance their digital marketing but in an area that best meets their current
needs – perhaps measurement or segmentation or testing, for instance. For most,
it’s about making progress in one or more areas, experimenting, learning and
delivering business and marketing results. And the key to progress is a purposeful
data-driven marketing approach that allows you to reveal deeper insights to better
understand your customers.
So why the focus on personalization?
Much of the framework for digital marketing advancement that we’ll share with
you is based on a recent survey of our client base. We found that companies are
planning to shift and invest more in understanding the customer journey and
personalization in the next 12 to 18 months. They aspire to create websites that
offer up engaging content customized for each individual, trigger-based messaging
based on visitor profiles and behaviors and calls to action designed to encourage
greater engagement, purchases and conversions.
Another important note is that there’s no one right path to personalization. You’ll
determine your own route based upon specific business needs. That said, there are
some common building blocks toward personalizing the customer experience.
White
Paper
Your Path to Personalization:
A Framework for Digital Marketing Advancement
+38%
According to our survey, 38%
more companies plan to increase
investments in personalization in
the next 12-18 months
14White Paper | Webtrends® © 2015 Webtrends, Inc. All Rights Reserved
Click here to downloadClick here to download