9. Two ways to optimize
✴ As a service ✴ Integrated
✴ shallow integration ✴ heavyweight
✴ data ownership ✴ not scalable
✴ high recurring cost ✴ high initial cost
12. Multivariate Testing
✴ Provide Different
Alternatives
✴ Run automated tests
✴ Use statistical
algorithms to
identify the winner
✴ Get higher
conversion rates
13. Multivariate Testing
✴ Provide Different
Alternatives
special offer
✴ Run automated tests
✴ Use statistical
algorithms to
identify the winner
✴ Get higher
conversion rates
14. Multivariate Testing
✴ Provide Different
Alternatives
special offer
✴ Run automated tests
✴ Use statistical
algorithms to
buy now
identify the winner
✴ Get higher
conversion rates
15. Multivariate Testing
✴ Provide Different
Alternatives
special offer
✴ Run automated tests
✴ Use statistical
algorithms to
buy now
identify the winner
✴ Get higher limited offer
conversion rates
16. Multivariate Testing
✴ Provide Different
Alternatives
special offer
✴ Run automated tests
✴ Use statistical
algorithms to
buy now
identify the winner
✴ Get higher limited offer
conversion rates
17. Multivariate Testing
✴ Provide Different
Alternatives
✴ Run automated tests
✴ Use statistical
algorithms to
identify the winner
✴ Get higher limited offer
conversion rates
23. Even more control
✴ Complete campaign management
✴ 1: Define Segments
✴ 2: Define Campaigns
✴ 3: Create Content
✴ 4: Dynamically Deliver Content
24. 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.
30. Creating Campaigns
✴ Integrated authoring experience
✴ See campaign stats on the
campaign page
✴ Assign Segments for full control
✴ Use Tagging for lightweight
tracking
31. hool Campaign: Fall ’09 Campa
now special offer buy now specia
pecial limited offer fall special limited
33. Create Content
✴ Teaser pages are pages
✴ Integrated authoring experience
✴ No limitation on the supported
components
✴ Components can integrate with user
profile
34. Segment: Female
Campaign: Fall ’09
fall special
Segment: Bargain Hunter
35. 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
38. 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