Brian Hawkins discussed trends in optimization and segmentation discovery. Some key trends include using data-driven test decisions, coordinating testing with other marketing efforts, and conducting geo-targeted tests. Segment discovery on a website can enable better media buys for display and paid search by identifying valuable customer segments. Going forward, there will be more automation, use of authenticated and third-party data, deeper testing integrations, a focus on mobile and apps, and continued application of onsite learnings offline.

1. #monetatesummit
SegmentDiscovery
BrianHawkins,
SeniorPartner,Web AnalyticsDemystified
Turndiscoveredsegmentsinto targetedadbuys

2. Intro
• 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
• Sr. Partner at Web Analytics Demystified consulting for the
most advanced optimization programs out there

3. State of the industry
• Optimization is here to stay
• Organizations are seeing tremendous value with testing and
are building robust programs to support and iterate on them
• Testing is expanding to other mediums and is getting more
sophisticated

4. The Challenge
• Technology and training
• Resources – good analysts and data-driven
marketers are hard to come by
• Implementation
• Data Augmentation

5. Trends
• Data-driven test decisions
• Coordination with offsite marketing efforts (display,
email, search, etc…)
• Geo-targeted tests
• Pushing the winner vs. testing (content management by
way of testing solutions)
• Segment discovery

6. Trends

7. Trends

8. Benefit: Wiser Media Buys
!
!
Outcome: Segment discovery onsite can enable
better decision offsite such as with display and
paid search acquisition initiatives
Trends

9. The Outlook
• More automation
• Authenticated and third-party data solutions
(Blue Kai, DemandBase, etc…)
• Deeper testing integrations with in house
analytic solutions
• Mobile and mobile apps
• Continued onsite learnings applied offline

10. • Standardize a small set of segments from the start
(20-30 depending on business)
• Consider loyalty status, time of day/day of week,
behavior based, and authenticated variables
• Value of segmentation will be realized within the first
few tests
Conclusion