Posts tagged "optimisation"

From Sales Zero to Hero: Digital Optimisation can change your website

Scott King, Digital Optimisation Consultant, Adobe APAC – LinkedIn

For most businesses these days their website is a primary and significant sales tool responsible for a large percentage of business revenue. It is the online digital sales person of the business and it interacts with more customers each day then the best human sales person could ever hope.

Yet the vast majority of businesses operate with an online sales tool that is completely oblivious when it comes to this interaction – making it the biggest Sales Zero in the business!

Digital Optimisation is the practice of turning your businesses’ most critical sales channel – your website – from a sales zero to visionary sales hero. It does this by infusing sophisticated artificial intelligence and leveraging hard data and insights to respond to an individual users’ characteristics. Businesses that run even basic optimisation programs enjoy 10-30+% gains in online sales activity and digital expenditure. The data and insight can be utilized to measure lift and return in investment from online expenditure in real world dollar amounts.

Optimisation spans two distinct yet intimately related disciplines: testing and targeting. Testing is the process of understanding user behavior. This is achieved by monitoring the performance of different variations of content against different groups of users. By quantifying just how well a variation of the ‘default’ experience performs, you begin to answer the fundamental yet critical business questions: How effective is my digital marketing at a granular level? What is the return on investment from the digital marketing expenditure on this particular campaign or channel? What are the most valuable user groups or ‘segments’, what are the least valuable, and how can we close the gap between them? Most importantly, how can we create a better experience for our customers?

There is no such thing as bad test. Thomas Edison, the inventor of the light globe famously said when he was testing different versions of his light globe, “I have not failed. I’ve just found 10,000 ways that won’t work.” Even negative lift or underperforming experiences teach us something: they teach us what not to do. I always say that this is just as important, if not more so, then undertaking what actually works.

Targeting is the process of responding to that understanding; to deliver the right content, promotions, and experiences to the right segments at the right time. It is about connecting the user with the content he or she wants to consume, when they want to consume it.

Optimisation should be key to any business conducting online marketing. An integrated continuous optimisation program allows businesses to utilise hard data to understand how visitors (prospects!) react to different marketing campaigns, promotions and experiences and use that data to deliver targeted and meaningful content.

This optimised visitor experience vastly increases the likelihood of a visitor performing an action that is valuable to a business such as a sale, a sign-up or a lead generation.

Optimisation can provide unprecedented insight into user behavior. Different users and groups will respond completely differently to one promotion then another. Some people like green. Some people prefer blue. Some people want to research your product before they purchase. Some just want to buy and then go to lunch early.

The data provided by optimisation programs can provide valuable and sometimes surprising information about your customers purchasing behaviors. This new-found understanding can provide a wealth of information about which campaigns are effective, which products are popular with who, and which clients are interested in certain services.

Smart optimisation organisations can make informed decisions about digital marketing budget allocation and campaign prioritization creating strategic, effective long and short term tactical programs for all digital marketing efforts.

Voices from the floor: Day 1 of Adobe Digital Marketing Summit 2012

Anne Russell, Digital Marketing Manager, Adobe ANZ – LinkedIn

What an exciting first morning at the Adobe Digital Marketing Summit 2012 in Salt Lake City. I am thrilled to have been able to attend the introductory keynote, led by Brad Rencher, Senior VP and General Manager of Digital Marketing, Adobe, and other great speakers, including our CEO, Shantanu Narayen, our CTO, Kevin Lynch, and Facebook’s VP Global Solutions, Grady Burnett. There was lots of engaging discussion today, but main themes focused on the concept of “your digital self”, as well as content personalisation and predictive marketing.

Everyone has a “Digital Self” out there in the online space, and each of us potentially represents a highly valuable customer to businesses with an online presence. When I go online, I much prefer to see relevant ads that engage me as a consumer, rather than generic ones that aren’t tailored to my needs. Brad Rencher reinforced the concept that ‘personalisation matters’. This has been a recurring topic recently so it was interesting to explore how this is evolving.

Dynamic, personalised and engaging content drives today’s consumers to take action, and marketers must be able to deliver and optimise this in real-time. However, for this to be effective you must be able to understand the core data and analytics across personalised experiences, advertising, publishing and social marketing. Shantanu’s view is that technology is most powerful when it is used as an enabler, and today we definitely have access to marketing technologies that enable this understanding.

If there is one thought I can leave you with from today, it is that based on this morning’s exciting announcement about the new releases of the Adobe Predictive Marketing Solutions, CQ5.5 and Discover 3, I think marketers are in for a treat when it comes to enabling them to take control of their data and drive the most relevant content as well as analyse the data that will help them make better marketing investments.

I don’t know about you, but I’m highly excited to be a marketer in today’s digital world!

See you tomorrow morning for a second day of exciting information sessions!