making the most of cq5 social collaboration and analytics for greater online marketing...

Making the Most of CQ 5.3 Social Collaboration and Analytics for Greater Online Marketing EffectivenessLars Trieloff, Product Manager, Day

Goal: Growing your market

Tactical Analytics

✴ Built-in tactical analytics

✴ Visitor tracking

✴ Immediate feedback to authors

Google Analytics: free…

… and integrated

… and integrated

Extending Analytics

✴ Google

✴ Omniture

✴ VisualSciences

✴ WebTrends

✴ Others…

Self-optimizing content

Two ways to optimize

✴ As a service

✴ shallow integration

✴ data ownership

✴ high recurring cost

✴ Integrated

✴ heavyweight

✴ not scalable

✴ high initial cost

Unfortunately...

…both are wrong

Multivariate Testing

✴ Provide Different Alternatives

✴ Run automated tests

✴ Use statistical algorithms to identify the winner

✴ Get higher conversion rates

Multivariate Testing

✴ Provide Different Alternatives

✴ Run automated tests

✴ Use statistical algorithms to identify the winner

✴ Get higher conversion rates

special offer

Multivariate Testing

✴ Provide Different Alternatives

✴ Run automated tests

✴ Use statistical algorithms to identify the winner

✴ Get higher conversion rates

special offer

buy now

Multivariate Testing

✴ Provide Different Alternatives

✴ Run automated tests

✴ Use statistical algorithms to identify the winner

✴ Get higher conversion rates

special offer

buy now

limited offer

Multivariate Testing

✴ Provide Different Alternatives

✴ Run automated tests

✴ Use statistical algorithms to identify the winner

✴ Get higher conversion rates

special offer

buy now

limited offer

Multivariate Testing

✴ Provide Different Alternatives

✴ Run automated tests

✴ Use statistical algorithms to identify the winner

✴ Get higher conversion rates

limited offer

How does it work?

How does it work?

Why is it better?

✴ Integrated authoring experience

✴ Optimized for search engine experience

✴ Absolutely scalable through Caching

✴ Full control

Extending Control

Targeted Campaigns

Even more control

✴ Complete campaign management

✴ 1: Define Segments

✴ 2: Define Campaigns

✴ 3: Create Content

✴ 4: Dynamically Deliver Content

Defining Segments

✴ Based on user profiles

✴ For logged in users

✴ Pulls data from social collaboration

✴ Based on session predicates

✴ Search terms, location, time of day, etc.

Segment: Bargain Hunter

Segment: Female

Segment: Bargain Hunter

Defining Segments

Creating Campaigns

✴ Integrated authoring experience

✴ See campaign stats on the campaign page

✴ Assign Segments for full control

✴ Use Tagging for lightweight tracking

Campaign: Fall ’09

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limited offer fall special

CampaignBack to School

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buy now

fall special

Creating Campaigns

Create Content

✴ Teaser pages are pages

✴ Integrated authoring experience

✴ No limitation on the supported components

✴ Components can integrate with user profile

Campaign: Fall ’09

fall special

Segment: Female

Segment: Bargain Hunter

Dynamically Deliver

✴ Use Teaser Paragraph

✴ Different Selection Strategies

✴ Filters by best matching segment first

✴ Use clickstream cloud to fine-tune

✴ Allows for dynamic re-segmentation

Dynamic Targeting

Dynamic Targeting

Best practices

✴ Drive sign-ups through added value

✴ Keep relevant data in user profiles

✴ Use MVT testing for generic content

✴ Segmentation for targeted content

✴ Use Dynamic re-segmentation to accelerate conversions