A beginner's Guide

1. What's Clicking on Your Website:
How to Understand and Deliver Exactly What Today's Web Visitors Want
Annie Weinberger Dan Darnell
Vice President, Director,
Interwoven Optimost
Marketing Marketing
Autonomy Interwoven Confidential

2. Unstructured data represents 80% of all information
Now we have the ability to understand it
Autonomy Interwoven Confidential 2

3. Imagine if technology could help marketers…
Read / listen to / watch every piece
of content
Form a conceptual understanding
of, derive meaning from, and create
conceptual relationships with all
forms of customer information
Automate processes that could not
be automated before
Autonomy Interwoven Confidential 3

4. We Call This Meaning Based Marketing
Analyze all customer
insights across
information types
Understand
customers’ interests
and intent
Match customer needs
with desired business
outcomes
Next-generation
architecture optimized
to deliver persuasive
content
Meaning Understanding Relevance Action Business Results
Autonomy Interwoven Confidential 4

5. Automatically Create Customer Segments
Understand both structured and unstructured / conceptual
information across all customer touch points
Leverage conceptual customer information (even
sentiment) and content to automatically create accurate
customer segments
Discover new customer trends and optimize segments
appropriately
All automatically…
Autonomy Interwoven Confidential 5

6. Automatically Act on and Optimize Segments
Deliver the most relevant web experience based on this
meaning-based segmentation
Hyperlinking
Directed Navigation
Recommendations
Hot & Breaking
Implicit Profiling
Autonomy Interwoven Confidential 6

7. Press and Analysts on Meaning Based Marketing
Autonomy Interwoven Confidential 7

8. Meaning Based Marketing
Autonomy Interwoven Confidential 8

9. Profiling & Personalization
Product Recommendations
Social Media Monitoring & Analysis
Autonomy Interwoven Confidential 9

10. Metadata: The Secret to Success
Metadata impacts everything
Dynamic delivery
Targeting and personalization
Search and retrieval
Navigation and relationship mapping
Search engine optimization (SEO)
Multichannel integration
Taxonomies and vocabularies
Fixed, structured, and hierarchical
Dynamic, fluid and ever changing
Categorization and classification
Manual tagging
Semi-automated recommendation
Automated analysis and relationship mapping
Autonomy Interwoven Confidential 10

11. Implicit Profile: The Old, Tag Based Way
Tag Profile
Dogs
Madonna
Cycling
Labrador
Autonomy Interwoven Confidential 11

12. Implicit Profile: The Meaning Based Marketing Way
Concept Content offers:
Hobbies Based Campaign:
Pop Music
Concepts 1
Dogs
UGC 1
Man’s Best Friend
2
Concepts 2
Batman
News Joker 3
4
Concepts 3
Entertainment
Cycling
Profile
Pop Music
Ideal Distance Action
Madonna Autonomy Interwoven Confidential 12

13. Profiling & Personalization Example
Target based on explicit
(information provided by
visitor) and implicit
information (past
interactions)
Autonomy Interwoven Confidential 13

14. Agenda
Profiling & Personalization
Product Recommendations
Social Media Monitoring & Analysis
Autonomy Interwoven Confidential 14

15. Product Recommendation Challenges
Customer profiles are quickly
out of date and based on a
partial view of information
Products need to be
constantly entered, updated,
and removed from catalog
management systems
Analyzing and tagging the
products people buy together
Lack of understanding of
customers and content leads
to inaccurate
recommendations
Autonomy Interwoven Confidential 15

16. Deliver Meaningful Recommendations
When you have a deep real-time understanding of
customers and products you can make the right
recommendations
Game Site
Concept 1
XBOX
Gaming Blog
Online Gaming
Concept 2
Batman
News Article Joker
Concept 3
Ferrari
Formula One
Autonomy Interwoven Confidential 16

17. Featured Products Example
Featured Items area
promotes cross-selling, new
products and upcoming
events based on the concepts
the customer is interested in.
Autonomy Interwoven Confidential 17

18. Related Product Recommendations
Related Products
Related Products lets
users quickly jump to
products or services that
are related to products,
pages or downloads
they have recently
accessed
Product categories
change based on the
interests and relevancy
to each visitor
Autonomy Interwoven Confidential 18

19. Agenda
Profiling & Personalization
Product Recommendations
Social Media Analysis
Autonomy Interwoven Confidential 19

20. Autonomy Interwoven Confidential 20

21. The Opportunity: Social Media Participation
Ages 18-24
Social Media
contains a lot of
customer insight!
Age 55+
Autonomy Interwoven Confidential 21

22. The Risks & Challenges with Social Media
Legal Risks
Unmonitored content can lead to damaging liabilities
Brand Risks
Unfiltered content can have a negative impact to the brand
Revenue risk
False scares based on a blog
Challenges
Quantity and velocity of information
Manual categorization is impossible
Sentiment varies wildly and rapidly
Autonomy Interwoven Confidential 22

23. Why is Listening Difficult?
Why is Listening Difficult?
Conversations happen
everywhere
Volume of Social Media
is exploding
Social Media is poorly
tagged
Happens real time
Sentiment varies wildly
Autonomy Interwoven Confidential 23

24. Automated Social Media Analysis
Creation and fostering of
online communities
Polls, ratings, forums, and RSS
Automatic, real-time
monitoring and
aggregation
Blogs, Twitter, YouTube, Forums,
etc.
Automated understanding
and conceptual analysis
Sentiment analysis
Categorization
Hyperlinking
Autonomy Interwoven Confidential 24

25. Act on Social Media Analysis
Automatically deliver relevant,
personalized social media
Post positive 3rd party social
media content
Connect visitors based on similar
interests or expertise
Respond quickly to capitalize
on successful lines, and
repair damage of complaints
Filter and remove legally
questionable content
Autonomy Interwoven Confidential 25

26. Customer Case Study - VMS
Innovative, web-based portal for 24/7, global
news coverage and media management
Combines news and ad
monitoring and intelligence
1250 Television stations =
3800 hours of news per day
2000 hours of Podcasts and
radio stations per day
470 corporate CMOs,
Ad agencies
Understands what is being
said
Autonomy Interwoven Confidential 26

27. The Unique Opportunity
Understanding the human richness of all
interactions with customers and
prospects is fundamentally changing the
nature of marketing
Understand the meaning, sentiment and
context of all customer interactions
(including social media)
Act on newly-discovered trends,
opportunities
Optimize the customer experience across
every channel
Autonomy Interwoven Confidential 27

28. Autonomy Interwoven Confidential 28

29. Over 400 OEMs – You may be using us already
Autonomy Interwoven Confidential 29

30. Autonomy Interwoven Customers
Autonomy Interwoven Confidential 30

31. Our Customer Results
$30 million by five to tenfold $10+ million
Increased
Sales
$3+ million 400 more orders $3+ million
per week
$1.9M the first by several million saved millions in
Decreased
year Euros support costs
Costs
Increased email click- donation click- Increased site
Click- throughs by 103% throughs by 157% interaction by 153%
throughs
Improved from 59% to 79% voted Website of by delivering
Customer the Year by users targeted content
Satisfaction
Autonomy Interwoven Confidential 31

32. Thank You
Autonomy Interwoven Confidential 32