1. Making the Most of CQ 5.3
Social Collaboration and
Analytics for Greater Online
Marketing Effectiveness
Lars Trieloff, Product Manager, Day

2. Goal: Growing your
market

3. Tactical Analytics
✴ Built-in tactical
analytics
✴ Visitor tracking
✴ Immediate
feedback to
authors

4. Google Analytics: free…

5. … and integrated

6. … and integrated

7. Extending Analytics
✴ Google
✴ Omniture
✴ VisualSciences
✴ WebTrends
✴ Others…

8. Self-optimizing
content

9. Two ways to optimize
✴ As a service ✴ Integrated
✴ shallow integration ✴ heavyweight
✴ data ownership ✴ not scalable
✴ high recurring cost ✴ high initial cost

10. Unfortunately...

11. …both are wrong

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

18. How does it work?

19. How does it work?

20. Why is it better?
✴ Integrated authoring experience
✴ Optimized for search engine
experience
✴ Absolutely scalable through
Caching
✴ Full control

21. Extending Control

22. Targeted Campaigns

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.

27. Segment: Bargain Hunter

28. Segment: Female
Segment: Bargain Hunter

29. Defining Segments

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

32. Creating Campaigns

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

36. Dynamic Targeting

37. Dynamic Targeting

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