1. Online Marketing Turns Agile
Wim Putzeys

2. About Panoptic
• Focus on Enterprise Information
Management
• Since 2002
• Independent integrator of open
source and commercial tools
• Integrated vision on people,
organisation and technology

3. How the Web Was Won
Step 1
Just get
online

4. How the Web Was Won
• Empower non-techies
Step 2
CMS Manage time to market
• Faster
your site
• Better brand consistency

5. How the Web Was Won
Step 3
Leverage
your site

6. Loyal:
• Employee
• Partner
• Customer
• Citizen

7. Leveraging Your Site in 4 Easy Steps
1 2 3 4
Reach Engage Activate Nurture

8. Be Relevant
• Understand your audience
• Segment
g
• By behavior
• By demographics
• By context
• Target
• Implicitly
• Explicitly

9. If Only It Were That Easy
4
2
3 n
1
you
1.
1 CMS
2. CRM
3. E-commerce engine
4. Data warehouse
n. Probably more stuff

10. It can be!

11. Measure and Optimize
1 2 3 4
Reach
• Channels direct search engines referral ...
• N b of visitors
Number f i it

12. Measure and Optimize
1 2 3 4
Engage
g g
• Bounce rate
• P
Pages per visit
i it
• Time per p g
p page

13. Measure and Optimize
1 2 3 4
Activate
• Conversion rate
• Cli k th
Click-through
h
rate

14. Measure and Optimize
1 2 3 4
Nurture
• Return rate
• R
Repeat b
t buy

15. Measure and Optimize
Not tomorrow
Not next week
Right now

16. Take Home
• Go beyond managing your site, leverage it
• S
Segment, t
t target, measure and optimize
t d ti i
• You have to know what you’re doing but
your CMS should at least let you
Action: check if it does – if not, call us!

17. www.panoptic.biz
www panoptic biz
www.day.com

18. The Future of
Content
Management
g
16.30-17.00 Endnote
David Nuescheler
CTO Day