Introduction to testing & targeting tools

1. Testing & targeting tools JiriBrazda February 2010

2. Multivariate testing

3. Market overview Younger than web analytics and not as widely adopted by marketers Currently only 26 % use A/B or MVT 1 However, there is a clear synergy because optimization is logical next step after measurement Several sophisticated tools on the market but no vendor is clear market leader Testing & targeting tools | www.optimics.cz 3

4. Implementation Implementation difficulty driven by chosen technology Javascript enabled (requires changes to website content) Tested elements encapsulated in javascript (eg. Google Website Optimizer) Tested elements identified automatically through DOM (eg. Vertster) DNS routing (no changes to website content) Tested elements identified and served by a proxy server (eg. SiteSpect) Testing & targeting tools | www.optimics.cz 4

5. Segmentation Simple tools presume that a single content combination works best across all visitor segments More sophisticated tools can test and find best content combinations for different visitor segments Segments can be defined by dimensions & metrics usually found in web analytics tools Testing & targeting tools | www.optimics.cz 5

6. Targeting Targeting means that web content is no longer the same for every visitor After the test is finished targeting is a means of serving winning content combinations to different visitor segments Targeting follows testing Testing & targeting tools | www.optimics.cz 6

7. Statistics Statistical models serve to determine winning content combination Simple tools use full factorial model More sophisticated tools use optimized, and therefore faster models, eg. Taguchi Testing & targeting tools | www.optimics.cz 7

8. Success metrics Winning content combinations can only be calculated if a success metric is defined Simple tools work only with conversion More sophisticated tools provide engagement and revenue related metrics – this can also be done through integration with web analytics tools Testing & targeting tools | www.optimics.cz 8

9. The tools Amadesa (www.amadesa.com) Google Website Optimizer (www.google.com/websiteoptimizer) Maxymiser (www.maxymiser.com) Omniture (www.omniture.com) Optimost (www.optimost.com) SiteSpect (www.sitespect.com) Vertster (www.vertster.com) Webtrends (www.webtrends.com) Testing & targeting tools | www.optimics.cz 9

10. Vertster vs. Google Website Optimizer Since 2005 Testing & targeting tools | www.optimics.cz 10 Disclosure: comparison of two MVT tools that I’m familiar with. Other tools may have more sophisticated features that differentiate them from the rest of the market.

11. Research & further reading The Online Testing Vendor Landscape (Forrester Research)http://j.mp/forrester-testing Testing & targeting tools | www.optimics.cz 11

12. Behavioral re/target/market/ing

13. Emerging technology There is a variety of emerging technology tools positioning themselves as Behavioral targeting Retargeting Remarketing etc. These tools primarily utilize knowledge of past individual visitor behavior but they can also involve some degree of testing Testing & targeting tools | www.optimics.cz 13

14. The tools BTBuckets (www.btbuckets.com) Onsite behavioral targeting, free Cognitive Match (www.cognitivematch.com) Content targeting using artificial intelligence Performable (www.performable.com) Currently brewing in beta SeeWhy (www.seewhy.com) Remarketing shopping cart abandoners, free Sitebrand (www.sitebrand.com) Segmentation, targeting, personalization Testing & targeting tools | www.optimics.cz 14

15. Assessing your capability >Where are you?

16. Testing & targeting tools | www.optimics.cz 16 Testing MASS SEGMENTS INDIVIDUAL Pricing Campaigns Products Content Are you here? No testing Targeting

17. twitter.com/jiribrazda jiri.brazda@optimics.cz (+420) 602 345 620 www.optimics.cz