Your offline and online audiences are the same people.
Do you know who your customers are? Using insights from your data helps you build a better picture of your personas so you can engage them more effectively.
Back to basics – SAINT classifications.
SAINT can be used for more than just campaigns, but there are a lot of people using it for limited purposes. Tim gets back to basics and revisits the tool that can and should be used for so much more.
Hello 15!
Well, it’s August and true to their word, Adobe upgraded us to SiteCatalyst v15 on the 1st, and so I thought I’d share a few of the golden nuggets within v15.
I was thinking about how to order them…do I go by not bad to flamin’ eck, that’s awesome? Or start with the big bang and then let it continue to smoulder throughout?
The problem is there are too many new and great features that you can’t really put them in any type of order. They appeal to you on different levels, from functionality, to UI, to analysis, to reporting, to combination segmentation and sub reporting.
Visitor Scoring – the engaged visitor segment
So I promised that I would finally put fingertip to keyboard and talk a little bit more about using Visitor Scoring…to finish up the series that I started a while ago.
If you’ve read my previous posts, you’ll know that we implemented a series of metrics for engagement measurement, culminating in a per-visitor score.
I wanted to share with you some of the insights and benefits of doing all of this, particularly in Discover.
Elusive engagement – Part II – Visitor scoring
This is a follow on post to my previous one about measuring that elusive engagement. This post focuses on the aspect of applying a score to visitor interactions, as they interact with your content and applications.
Visitor scoring is fairly simple – especially in SiteCatalyst, and by leveraging the data in Discover through segmentation, (and ultimately in SiteCatalyst 15), it’ll give you even more insight into visitor engagement.
Visitor scoring measures and assigns a relative value to individual customers and prospects based on their actions and behaviors over time. You can determine intent and engagement – even before visitors convert.
Once you’ve identified your most valuable visitors, you can dissect their actions to determine the campaigns, keywords, referring sites and offline touch points that engage them – and invest more on these efforts.
Elusive engagement
Now, there’s a hot topic. Measuring engagement. One of the most widely debated topics in web analytics.
What is engagement and how do we measure it?
Engagement, unfortunately, is not derived from a single measure. It’s not time on site. It’s not how many pages they viewed. It’s not bounce rates and it’s not about conversions.
Engagement is about a lot of things. What is an engaged visitor and how do you measure engagement?
Test&Target silly season has arrived.
It’s campaign time again. Normally we behaviorally target content to users based on their application stage.
We know from previous tests that this provides more relevance to the user when they visit our site – instead of just seeing a standard campaign message each time. And relevance is proven to lift conversions.
Campaign Stacking, Lead Stacking, Product Stacking
Here’s another really simple customisation that you can and should do as part of your basic implementation, which helps you to further understand attribution.
Attribution is probably one of the hardest and most contested measurements available…which “thing” led your customer to do something. Read on to find out more about stacking in SiteCatalyst.
Page success events and eVars
So, still want to know certain things like what pages were viewed from visitors conducting a search, or which campaigns are driving most page views – and you don’t have Discover. Well, there’s two parts to this post and a bunch of answers…so read on.
Driving content relevance with Test&Target
In many cases homepages are either relatively static, or promotional driven. The problem is that homepages are often still the starting point of a users journey on the site and not every user should see the same content.
Enter Omniture Test and Target. A very powerful application that can dynamically change content based on previous user behaviors. Content relevance yields greater conversion, so it makes a lot of sense to include it in your overall online strategy.