Tagged 'audience segmentation'

Two Must-Haves for True Website Optimization

Posted by Mark Simpson on January 16th, 2013 at 5:57 am

Brands that regard their websites as a primary revenue source have three distinct priorities: give customers an optimal experience, create loyalty and convert potentially passive browsers into active buyers.
It’s not a coincidence that experience and loyalty precede sales in this short priority list; the relationship between exceptional customer experiences and revenue growth is fairly direct. The better your website speaks to your visitors, the more loyal they will become and the more sales you will generate.
The good news is that customers can (and should) be very active in the optimization process. Through their clicks, page views, bounces, reviews and purchases, our online customers are offering us helpful feedback about their online experiences, in real time.
So what can you do with all this data?
1. Testing
Using A/B and multivariate testing to discover your problem areas is a great first step. In fact, if you’re running an ecommerce site without testing in place, you’re probably losing valuable conversions and dollars as you read this.
No matter where you begin, whether it’s with shopping cart funnels, homepage bounce rates, search or call-to-actions, testing different variations of elements encountered along the path to purchase — and deciding which ones produce the highest conversions — will begin... Read more

Taming the Consumer Data Beast to Drive Relevance and Results

Posted by John Nardone on October 20th, 2009 at 12:00 am

Back in July in this Behavioral Insider article, Laurie Sullivan brought up what has been a vexing roadblock along the path to success in online ad targeting: how to manage the vast amounts of consumer data that can be collected by cookies and ad tags.
While there are many ways to deal with this thorny issue, the fact is it's not really a question of storage and CPUs, but one of analytics. When you think about the issue of data overload, the challenge is identifying and leveraging what is relevant to your campaign from what is dross. But this is a very subjective process: a publisher will have quite different criteria for relevance than an individual marketer
The suggestion of creating standard definitions for relevance is a very publisher-centric view. Standards are great when you're trying to sell impressions, but less so when you're a marketer trying to obtain unique audience segments. A standard criterion for relevance of an automotive segment, for example, might be all adults aged 18-35 who have visited an auto site in the past 30 days, but for an individual auto marketer, it may be that only those who have visited a specific competitor in the last five... Read more