How digital marketing can use technologies and analytics to improve targeting of customers on all channels ? @Valtechdays2011

1. // BEHAVIORAL TARGETING
Valtech Days March 17, 2011

2. //SEND THE RIGHT
MESSAGE TO THE
RIGHT PERSON AT
THE RIGHT TIME

3. //WHY SHOULD YOU
CARE ABOUT
BEHAVIORAL
TARGETING?

4. //THE INTERNET
IS IN ITS PRIME

5. //SEO/SEM/Search Engines/Login areas/Web Top Applications/Widgets/Mobile Apps
//SEO/SEM/Search Engines/Login areas/Web Top Applications/Widgets/Mobile Apps
//SEO/SEM/Search Engines/Login areas/Web Top Applications/Widgets/Mobile Apps
//NAVIGATE
INFORMATION
OVERLOAD

6. //DO YOU GIVE
YOUR VISITORS AN
ACTIVE CHOICE?

7. //BEHAVIORAL
TARGETING IS
OPTIMIZATION
OF SALES!

8. //BEHAVIORAL
TARGETING
IS GOOD
COMMUNICATION!

9. //BEHAVIORAL
TARGETING
IS GOOD
SERVICE!

10. //BEHAVIORAL
TARGETING IS
GOOD BRANDING

11. // YOUSEE® IS
ABOUT
EXCELLENCE IN
ENTERTAINMENT
CLIENT CASE

12. //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®.

13. //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®”

14. //CHALLENGE – YOUSEE®
REDIRECT INBOUND CALLS FROM SUPPORT
CENTER TO WEBSITE.
HOW DO WE HELP THE CLIENTS HELP THEMSELVES
ON WWW.YOUSEE.DK?

15. //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

17. //WHAT DO YOU
GET OUT OF
BEHAVIORAL
TARGETING?

18. //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

19. //HOW DO
YOU GET
STARTED WITH
BEHAVIORAL
TARGETING?

20. //360o DATA COLLECTION
Analytical lenses Demographics Attitudes Behaviors Needs
What it tells you Who the customer is What they prefer What and how they Why it’s important
purchase
Pro’s/Con’s - Poor predictor of value - Poor predictor of value - Strong predictor of value - Best predictor of value
- Moderately actionable in sales - Highly actionable - Highly actionable - Reasonably actionable
channels - Proprietary insights - Forward looking
- Backward looking
Sources of data - Customer surveys - Customer surveys - Transactions - Search queries
- Household data - Segmentation data (e.g. Acxiom, - Response data (e.g. email, ads, - Customer surveys
- IP data Experian etc) offers)
- Click stream
Example applications - Basic offer differentiation - Message differentiation - Predictive targeting - Predictive targeting
- Ad localization - Offer differentiation (cross/up-sell, retention) (rankings, cross/
- Ad relevancy up-sell)

21. //THE ORGANIZATIONAL PROCESS
Learning cycle
Analyze customer data and identify Prioritize products and design Select channels and Track performance and gain
1 opportunities 2 programs 3 optimization of com.mix 4 experiences
2.2 Select
4.1 Perform daily
channels
1.1 Measure individual customer value wrap-up
3.1 Train
frontline
employees
1.2 Micro-segment
customers 2.1 Prioritize products
4.2 Track and monitor
3.2 Up-sell and cross-sell
in actions
1.3 Identify targets
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22. //THE MATHEMATICAL FORMULA
Algorithm to improve Targeting
1 2 3
Marketing
Machine
Customer 1
Customer 2
66% =
Predict next likely customer need
Predict customer value potential
Customer 3
? 33% = Predict customers likely to churn
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23. //ONLINE
MARKETING SUITE–
BEHAVIORAL
TARGETING
WITHIN YOUR CMS

24. //Online Marketing Suite (OMS)
– Integrated Web Analytics
– A/B & Multivariate Testing
– Campaign Management
– Conversion Tracking
– Content Profiling
– Real-time Personalization
24

25. //Identifying Target Audiences in OMS
• 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
25

26. //Visitor Geo-location Data
26

27. //Profiling your content
- Build Profiles and Attributes
- Score your content
27

28. //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

29. //PUTTING IT
ALL TOGETHER
29

30. //PUTTING IT ALL TOGETHER
Chris Gamblen
cg@company.com London
Visitor Profile London UK
Non-Profit: 10
10
0
10
Education: 100
0
0 020 000 000 81 Company
80
Public Sector: 0
00
0
Lead score: 35
0
0
0
VISITOR
CMS
Software Qualified visitor as an
Continued messaging Education prospect
however visitor didn’t and offered relevant
engage with us webinar
30

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