Segmentation is crucial in order to understand the visitors of a website and how to serve them better. Website visitors have different tastes, needs and levels of maturity, and they should be analyzed taking that into account. Among segmentation techniques two are especially important: data-driven analysis and Personas segmentation. Segmentation is a required step for the Behavioral Targeting process.
In this interview Daniel Waisberg talks to Phillip Klien, Co-founder of Predicta, BTBuckets and SiteApps, about how to optimize websites by making them more relevant to users. He also shares his thoughts on the future of the industry and talks about his newest project.
A visitor arrives to a website from a search engine's keyword including "health". How can the website take advantage of this information in order to personalize the experience of the visitor? Learn more on this personalization example for content websites.
Do you remember the promise of true 1 to 1 marketing from over 10 years ago where technology would automagically give a unique message to every customer returning to the site or every email subscriber? Well our analytic capabilities have advanced a lot, but many companies are a long way from delivering targeted, relevant emails.
In part I of this article, I discussed the unintended consequences of Targeting and how they can decrease the information quality served to consumers and their likelihood to find new products. In this part II, I turn now to a review of some of the approaches that have been advanced to increase these chances.
According to a recent New York Times column, the reason why personalized marketing is "being hailed as the latest breakthrough" is that it "tries to show consumers the right ad at the right time." From the standpoint of the advertiser, all this is indeed wonderful. Yet, it is worth asking whether there are reasons for concern. In this article, I discuss one such reason.
A/B testing is as simple as designing two versions of a webpage, splitting the traffic amongst those versions and choosing the version that produces maximum conversions. However, in order to truly boost your conversions, you need to know some of the advanced A/B testing tactics that only experienced practitioners currently use. Learn how to do it from this article.
In Part III Neil Mason presents examples on how to use data mining and segmentation to understand customers and create personas based on behavior. This will help us to understand where the customers are likely to go, helping us to design their experience and target them in a more scientific way.
Following Neil Mason's discussion on Data Mining Process and Predictive Analytics (part I of this presentation), he nows discusses the Data Extraction, Transformation and Loading, a critical step on the data mining process. Neil also goes over a case study on customer segmentation where he explains two different ways of applying behavioral segmentation strategies.
"Data: Discovery: Tell me something that I don't know" is the definition of data mining - discovering unexpected patterns and relationships in data. In Part I Neil discusses the difficulty of extracting signals from all the noise present in the overwhelming quantity of data we deal with nowadays.
Your online traffic is like a mixed fruit basket, similar in many ways, but also very different. ￼Marketing to a mixed basket is difficult - how can you possibly know the right image, message, tone and offer that will appeal to anyone & everyone? Landing pages are the perfect place to try out segmentation...