This document discusses advanced website optimization techniques. It describes Ensighten's tag management platform which allows flexible implementation of A/B tests across platforms. Ensighten facilitates operationalizing test winners and data syndication across channels for personalization. Case studies show how Ensighten enables sophisticated optimization at companies like Symantec through custom models and third party integration.

1. TURNING IT UP TO 11: ADVANCED
WEBSITE OPTIMIZATION
BRIAN HAWKINS
Partner, Web Analytics Demystified
brian.hawkins@webanalyticsdemystified.com
(708) 516-4774 or @brianthawkins
Insights from Web Analytics Demystified
www.webanalyticsdemystified.com

2. ABOUT BRIAN HAWKINS
• Early Employee at Offermatica
• Helped found the Optimization consulting services at
Offermatica and at Omniture
• Senior Optimization Manger overseeing dozens of clients
across all verticals and across all Optimization toolsets
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3. ABOUT WEB ANALYTICS DEMYSTIFIED
• End-to-end strategies for digital measurement and
optimization
– Strategic Audits and Framework Development
– Executive Retainers and Support Services
– Operational Use Audits and Support
– Implementation and Ongoing Reporting
– Training, Education, Special Topics
– Web Analytics Wednesdays!
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4. DECADE OF OPTIMIZATION
• Organizations are building out robust testing
roadmaps
• Increased use of targeting and segmentation
• Tests are being expanded to different mediums such
as mobile, display, and email
• Optimization teams are growing and being
leveraged in pre-production vs. just post
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5. OPTIMIZATION TODAY
• Optimization is not easy, there are many challenges
• Tagging - by for the most pressing issue we see today
• Implementation approach (global, modular, single tag)
• Operationalizing test winners
• Mitigating cost and performance
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6. ENSIGHTEN SOLVING FOR CURRENT CHALLENGES
• Ensighten’s Visual Tagger™ tackles
these challenges and enables
Optimization best practices
• Adobe Test&Target and Webtrends
Optimize built right in!
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7. ENSIGHTEN SOLVING FOR CURRENT CHALLENGES
• These Optimization Best Practices
can be applied to any optimization
platform including internally built
testing tools
• Ensighten can also enable cross
optimization platform
communication for organizations that
use multiple toolsets
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8. TAGGING VIA VISUAL TAGGER
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9. FLEXIBILITY IN IMPLEMENTATION APPROACH
• Easily select the mbox type
depending on test design
• Global mbox (dynamic or
static)
• Conversion or data collecting
mbox (revenue metrics,
weighted page views)
• Redirect mboxes for non-
flicker landing page
optimization
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10. FLEXIBILITY IN IMPLEMENTATION APPROACH
• Easily selectively deploy your
Webtrends Optimize tag only on
pages included in test
• Add additional data variables to
the Optimize request for advanced
targeting and segmentation
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11. LIVE DEMO OF OPTIMIZATION
IMPLEMENTATION VIA ENSIGHTEN
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12. OPERATIONALIZING WINNERS
• Rather then depend on your optimization platform to
operationalize test winners, Ensighten can bridge the gap
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13. MANAGING CLIENT SIDE CALLS
• Within the Manage 2.0 Platform one can easily
schedule, edit, coordinate, delete test rules in minutes
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14. OPTIMIZATION TOMORROW
• As Optimization demand increases and its sophistication
evolves, a whole new set of challenges presents itself but
Ensighten is solving for these challenges today
• Optimization scaling and coordination
• Data Syndication
• Data Conduit - Data collectors and Optimization tools -
Inbound
• Pushing Optimization data points to other platforms -
Outbound
• Data Integration - offline Data
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15. ENSIGHTEN SOLVING FOR TOMORROWS CHALLENGES
• As the demand for more tests grows
a solution like Ensighten will be
essential to keep up with the demand
and management of execution of
tests
• Cross-channel tests will become
much more common place and
Ensighten can enable test
deployment across email, display, and
mobile
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16. PATH TO PERSONALIZATION
Site Behavior Variables Environment Variables Referrer Variables
! IP address ! Referring domain
! Customer/prospect
! Country of origin ! Campaign ID
! New/return visitor
! Time zone ! Affiliate
! Previous visit patterns
! Operating ! PPC
! Previous Product interests system ! Natural search
– top level
! Browser type ! Direct/bookmark
! Previous Product interests
! Screen
– low level
resolution
! Searches
! Previous online purchases Temporal Variables
! Previous Campaign ! Time of day
exposure ! Day of week
! Previous Campaign ! Recency
responses
! Frequency
Offline
Highly Predictive Variables
Anonymous Profile
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17. ENSIGHTENS DATA MAPPING
•Revolutionary way to easily expose
data for targeting and segmenting of
tests
• Allows for the data mapping across
areas of the site
• Game changer for targeting with
secure data in the unsecured areas of
the site
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18. LIVE DEMO OF DATA LAYER USE FOR
OPTIMIZATION VIA ENSIGHTEN
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19. DATA SYNDICATION - OUTBOUND
• By way of the Visual Tagger and its
Data Map, one can make test data
points accessible to other platforms
such as:
• email marketing platforms
• display retargeting solutions
• modeling engines
• cross domain sites
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20. DATA SYNDICATION - INBOUND
• The Data Map combined with
custom rules will enable Marketers to
incorporate offline and third party
data with ease
• internal CRM platforms
• Blue Kai, Experien, Alliant, etc.
• Propensity modeling platforms
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21. CUSTOMER SUCCESS STORIES
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22. SYMANTEC
• Incredibly sophisticated
implementation of Test&Target
that makes use of custom
engagement scoring models
• Leverages Ensighten to quickly
and easily deploy third party
marketing platforms to identify
value
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23. SONY ONLINE STORE
• Mitigates Optimization costs all
through Ensighten
• Enabled to deploy tests in a
matter of minutes with business
users vs. IT
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24. ICE.COM
• All tests are deployed via
Ensighten for performance, server
call management, and for time to
market
• Ensighten has enabled the
ability to allow their optimization
platform to communicate with its
email marketing platform for
cross channel optimization!
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25. TURNING IT UP TO 11: ADVANCED
WEBSITE OPTIMIZATION
BRIAN HAWKINS
Partner, Web Analytics Demystified
brian.hawkins@webanalyticsdemystified.com
(708) 516-4774 or @brianthawkins
Insights from Web Analytics Demystified
www.webanalyticsdemystified.com