When talking with James Christensen the world renowned illustrator and motivational speaker, he said “…we teach art not make or recruit more artists, but to spark and fan creativity. We teach art to help our students to think outside the box and to avoid creating students who can only plug and chug”. Like Albert Einstein said “imagination is greater than knowledge” and by creating more time for the arts in our school systems Math, Sciences, and English scores will increase and we will maintain our edge on outside markets because we have taught our students the vital skill of how to be creative.
Any Sugestions??? Thanks
Wednesday, March 26, 2008
RA Nikon Camera AD analysis
I went through some ad's and found one that stood out to me. Based on the magazine it was found in, ESPN the Magazine, the audience is primarily men who seek a little adventure and fun through sports and hobbies and being outdoors. It is aiming at an older audience; most young men don't have the money for an SLR digital camera. The picture being shown is of a child; indicating that the camera can be used to capture the sporting events of a child. A woman is holding the picture out towards us...it is a huge and clear printout of the child, indicating that you can capture a moment in clear detail and print it out at even a large size without sacrificing quality. The headline of the ad stresses that more of your pictures will be good; that before she had to delete 9 out of 10 pictures, but then she got the Nikon D40. It's basically saying that this camera is so good that it will do the rest; no substantial talent needed.
The ethos for the ad is that it is in a major publication and is from a well known company. Nikon is recognized as being a leader in the industry, along with Canon...It doesn't try to seek credibility in a study or statistic that proves it's the best camera on the market. Mainly because it's a entry level camera, and they want people to see it and think "if I want a cheaper alternative to taking great photos, then the Nikon D40 is the one for me." Another ethos aspect is that it invites you to log onto a website and see the sample photos taken by 200 amateurs who were given the camera for free; this backs up their claim that anybody can take a good photo, even you. The Logos is played on a little less; if you get this camera, you will take better photos. Each photo you take will be better, so you'll capture that special moment. The pathos of this ad is the woman holding the picture. She is smiling and is in bright yellow clothing; she stands out from the crowd, just like you will do if you have this camera. The picture features a happy, smiling child...Appealing to the emotions of anybody with a child who has ever taken a picture of their child or wished they had better photos of their child. It's a common and simple emotional appeal. I think it's effective for the target audience; they don't need to see data showing the megapixels and comparing the Nikon and Canon; they just want an affordable camera to take better photos. There's a large market for it and they don't care about technical features; this ad makes an appeal to logic because it has high credibility and has the right amount of emotion to connect with the audience.
The ethos for the ad is that it is in a major publication and is from a well known company. Nikon is recognized as being a leader in the industry, along with Canon...It doesn't try to seek credibility in a study or statistic that proves it's the best camera on the market. Mainly because it's a entry level camera, and they want people to see it and think "if I want a cheaper alternative to taking great photos, then the Nikon D40 is the one for me." Another ethos aspect is that it invites you to log onto a website and see the sample photos taken by 200 amateurs who were given the camera for free; this backs up their claim that anybody can take a good photo, even you. The Logos is played on a little less; if you get this camera, you will take better photos. Each photo you take will be better, so you'll capture that special moment. The pathos of this ad is the woman holding the picture. She is smiling and is in bright yellow clothing; she stands out from the crowd, just like you will do if you have this camera. The picture features a happy, smiling child...Appealing to the emotions of anybody with a child who has ever taken a picture of their child or wished they had better photos of their child. It's a common and simple emotional appeal. I think it's effective for the target audience; they don't need to see data showing the megapixels and comparing the Nikon and Canon; they just want an affordable camera to take better photos. There's a large market for it and they don't care about technical features; this ad makes an appeal to logic because it has high credibility and has the right amount of emotion to connect with the audience.
RA Self Exteme Fund.Great example of ethos, RA of Movie
I chose to analyze a commercial for Dove’s “Self-Esteem Fund.” (http://youtube.com/watch?v=u86OH9mTG2Y&mode=related&search=) which supports education programs that promote confidence, self-worth, and health body image in young people. It is part of Dove’s “Campaign for Real Beauty,” in which the company aims to redefine female beauty in a society saturated by unrealistic images of youth and perfection.
For more details on the Self-Esteem Fund, visit http://campaignforrealbeauty.com/dsef/temp2.asp?id=4196
What is the main argument of this ad? This ad argues that the Dove Self-Esteem Fund can help teach girls with insecurities to love and accept themselves. Who is the intended audience for this ad?
This ad primarily targets a female audience, particularly younger girls and their mothers.
What are the Appeals of the Ad?
When looking at this commercial by Dove and their self-esteem fund, one can say it’s obvious how they are using todays doxa to reach out. Doxa is the beliefs, opinion, prejudice, etc. that exists within a society. A doxa also contains values. Some values are about beauty and by being beautiful also meaning to be accepted. Young girls of today don’t feel good about themselves because of the demands about outer apperance. Dove says in the commercial: “let’s change their minds”, “because every girl deserves to feel good about herself.” In a way, Dove is trying to change our doxa by asserting that being beautiful does not necessarily entail blonde hair with a size 2 waistline.
The commercial is also kairos because the issue of body image is a very prominent topic today. Dove is taking advantage of the public’s increasing awareness of how the standard of beauty in popular culture is a completely artificial construct. Today, we are very conscious of the dangers of low-self esteem, including depression and eating disorders. Also, this particular ad features girls of many different racial backgrounds, reflecting the current demand for political correctness.
To reach out with the message about the self-esteem fund Dove are using young girls with worries and disgust for their own apperance. This is called evidentia and can be explained as evidence. One can say that Dove is using these girls as evidence. So that we can see with our own eyes their worries and that Dove cares.
Showing us these girls and letting us know how they feel about themselves is a use of pathos. They want to make us feel for them, and even remind us of how we feel about ourselves. For young girls with the same lack of self-confidence, as the ones in the commercial, it’s a certain way to be reached. They can identify themselves with these girls. The aesthetics of the commercial further contribute to the commercial’s pathos appeal. First, the background music is sung by a choir of young girls; their angelic voices complement the images of cute, wide-eyed children. The juxtaposition of such lovable images with words like “hates her freckles” creates quite a heartbreaking scenario. Also, the girls are looking straight out of the screen, directly at the viewer. The camera also zooms in on most of their faces. This makes the person watching the commercial feel more of an emotional connection. In addition, Dove chose a white background for certain frames of the commercial, as well as a soft, warm light quality, reflecting hope for the future.
The commercial uses logos to put forth its main argument. It claims that if the self esteem fund reaches young girls with insecurities and self-esteem issues, then those girls will change their minds and learn to accept themselves. Dove thereby offers a solution to help girls “see how beautiful she really is.”
The commercial gives Dove a strong corporate ethos, because Dove is trying to portray itself as an ethical company that takes responsibility for the image it projects to impressionable young girls.
Is this ad culturally specific?
To fully appreciate the commercial, one would have to be aware of its cultural context. In other words, this ad strongly alludes to the perceptions of beauty in American popular culture: young, skinny, blonde, and perfect. But it is universal as well, because insecurity about body image is not a culturally confined phenomenon. The commercial also reflects a society that considers girls’ self-image and self-worth important. Furthermore, the background music for the commercial is a choral rendition of “True Colors,” a song by the 1980’s American singer Cyndi Lauper.
Is Dove convincing?
I think they have a good and strong ethos for their audience mostly because of their use of pathos. But I must also give Dove credit for using kairos in a cultural context with this campaign. Today, as an adult, I’m asking myself questions like: Well, I like the idea of the real-beauty campaign and making girls feel better about themselves, but do they really care or is this only a marketing strategy with a skilled use of rhetoric? I guess a little bit of both. But still, they have made a good effort to be convincing. Dove has it right that young girls’ self esteem needs to be nurtured, but how exactly is a “Self-Esteem Fund” going to accomplish that? Tthe commercial raises doubts about Dove’s motives. Dove might be taking advantage of the growing backlash against skinny models and surgically altered movie stars to boost its company, but they deserve credit for choosing such a timely campaign. In terms of pathos, I would say the commercial did well, but its logic is unclear. I believe that the ad was most successful in contributing to Dove’s corporate ethos.
For more details on the Self-Esteem Fund, visit http://campaignforrealbeauty.com/dsef/temp2.asp?id=4196
What is the main argument of this ad? This ad argues that the Dove Self-Esteem Fund can help teach girls with insecurities to love and accept themselves. Who is the intended audience for this ad?
This ad primarily targets a female audience, particularly younger girls and their mothers.
What are the Appeals of the Ad?
When looking at this commercial by Dove and their self-esteem fund, one can say it’s obvious how they are using todays doxa to reach out. Doxa is the beliefs, opinion, prejudice, etc. that exists within a society. A doxa also contains values. Some values are about beauty and by being beautiful also meaning to be accepted. Young girls of today don’t feel good about themselves because of the demands about outer apperance. Dove says in the commercial: “let’s change their minds”, “because every girl deserves to feel good about herself.” In a way, Dove is trying to change our doxa by asserting that being beautiful does not necessarily entail blonde hair with a size 2 waistline.
The commercial is also kairos because the issue of body image is a very prominent topic today. Dove is taking advantage of the public’s increasing awareness of how the standard of beauty in popular culture is a completely artificial construct. Today, we are very conscious of the dangers of low-self esteem, including depression and eating disorders. Also, this particular ad features girls of many different racial backgrounds, reflecting the current demand for political correctness.
To reach out with the message about the self-esteem fund Dove are using young girls with worries and disgust for their own apperance. This is called evidentia and can be explained as evidence. One can say that Dove is using these girls as evidence. So that we can see with our own eyes their worries and that Dove cares.
Showing us these girls and letting us know how they feel about themselves is a use of pathos. They want to make us feel for them, and even remind us of how we feel about ourselves. For young girls with the same lack of self-confidence, as the ones in the commercial, it’s a certain way to be reached. They can identify themselves with these girls. The aesthetics of the commercial further contribute to the commercial’s pathos appeal. First, the background music is sung by a choir of young girls; their angelic voices complement the images of cute, wide-eyed children. The juxtaposition of such lovable images with words like “hates her freckles” creates quite a heartbreaking scenario. Also, the girls are looking straight out of the screen, directly at the viewer. The camera also zooms in on most of their faces. This makes the person watching the commercial feel more of an emotional connection. In addition, Dove chose a white background for certain frames of the commercial, as well as a soft, warm light quality, reflecting hope for the future.
The commercial uses logos to put forth its main argument. It claims that if the self esteem fund reaches young girls with insecurities and self-esteem issues, then those girls will change their minds and learn to accept themselves. Dove thereby offers a solution to help girls “see how beautiful she really is.”
The commercial gives Dove a strong corporate ethos, because Dove is trying to portray itself as an ethical company that takes responsibility for the image it projects to impressionable young girls.
Is this ad culturally specific?
To fully appreciate the commercial, one would have to be aware of its cultural context. In other words, this ad strongly alludes to the perceptions of beauty in American popular culture: young, skinny, blonde, and perfect. But it is universal as well, because insecurity about body image is not a culturally confined phenomenon. The commercial also reflects a society that considers girls’ self-image and self-worth important. Furthermore, the background music for the commercial is a choral rendition of “True Colors,” a song by the 1980’s American singer Cyndi Lauper.
Is Dove convincing?
I think they have a good and strong ethos for their audience mostly because of their use of pathos. But I must also give Dove credit for using kairos in a cultural context with this campaign. Today, as an adult, I’m asking myself questions like: Well, I like the idea of the real-beauty campaign and making girls feel better about themselves, but do they really care or is this only a marketing strategy with a skilled use of rhetoric? I guess a little bit of both. But still, they have made a good effort to be convincing. Dove has it right that young girls’ self esteem needs to be nurtured, but how exactly is a “Self-Esteem Fund” going to accomplish that? Tthe commercial raises doubts about Dove’s motives. Dove might be taking advantage of the growing backlash against skinny models and surgically altered movie stars to boost its company, but they deserve credit for choosing such a timely campaign. In terms of pathos, I would say the commercial did well, but its logic is unclear. I believe that the ad was most successful in contributing to Dove’s corporate ethos.
Tuesday, March 25, 2008
FW Fun at Surplus sales.
Ever since I was young I have loved to atted garage sales. Not so much for all of the dusty records or ugly coutches, but for electronics. And Now I am here at BYU I really enjoy going to BYU Surplus sales, where they have just that. Immagine a garage sale that had nothing but shelfs of Video Switchers, routing switchers, video monitors and beta cam SP decks and recorders. It is an absolute blast.
You dont sound convenced, well then let me explain a bitmore. Your surplus experence starts about 2 hours before the doors ever open, standing in line, to get in. I find my self making small talk with my line neighbors, asking them wht they are looking for and generaly they will say that they are looking for a laptop or some kind of projector. Then they will ask you what you are looking for and If you are like me you will say something vauge because the last thing that someone like you or I wants is someone who is going after the same kind of equipment as we are.
We are at these sales for 2 reasons and 2 reasons alone. Resason #1 The thrill of the hunt, and reason #2 the money. I mean Ever since I have come to BYU almost 3 years ago I have been able to pay for my room and board just by selling Used Equipment on ebay. It is great I reccomend that you come with me this thursday and Experence BYU Surplus sales.
You dont sound convenced, well then let me explain a bitmore. Your surplus experence starts about 2 hours before the doors ever open, standing in line, to get in. I find my self making small talk with my line neighbors, asking them wht they are looking for and generaly they will say that they are looking for a laptop or some kind of projector. Then they will ask you what you are looking for and If you are like me you will say something vauge because the last thing that someone like you or I wants is someone who is going after the same kind of equipment as we are.
We are at these sales for 2 reasons and 2 reasons alone. Resason #1 The thrill of the hunt, and reason #2 the money. I mean Ever since I have come to BYU almost 3 years ago I have been able to pay for my room and board just by selling Used Equipment on ebay. It is great I reccomend that you come with me this thursday and Experence BYU Surplus sales.
TA Practice on not taking a side to soon
The Bush Administration saw that students outside the US had test scores in math and science that surpassed US student’s scores. In an effort to make US students catch up in these subjects, the No Child Left Behind act was passed. This act called for increased accountability on teachers and schools, to help their students perform well on national standardized scantron tests. Due to monetary incentives for students to do well, extra time in class has been allocated and dedicated to these subjects that are an important part of a student’s education.
If teacher and administrator accountability in three core subjects math, science, and English increases teacher emphasis of these important subjects, then how could the NLCB ever be bad? That question brings up some of the unfortunate consequences of deriving accountability from a single, standardized, scantron test. This results in teachers who are just “teaching to the test”, this unfortunate practice destroys the balance of students education. If your accountability as an elementary to secondary education teacher was only in the subjects of math, English, and science, and these are the subjects that are “important”. There is no incentive to spend any time studying, dance, music, art, culture, public speaking, or a myriad of other important subjects, because “it will not be on the test.” Are these subjects not included on the tests because they are already too long? Or could it be that these other subjects are not important enough? The real reason that the arts are excluded from the test is because these subjects are not scantron testable. If it is not on the test, why spend precious time teaching it? Goes the prevailing mentality.
If teacher and administrator accountability in three core subjects math, science, and English increases teacher emphasis of these important subjects, then how could the NLCB ever be bad? That question brings up some of the unfortunate consequences of deriving accountability from a single, standardized, scantron test. This results in teachers who are just “teaching to the test”, this unfortunate practice destroys the balance of students education. If your accountability as an elementary to secondary education teacher was only in the subjects of math, English, and science, and these are the subjects that are “important”. There is no incentive to spend any time studying, dance, music, art, culture, public speaking, or a myriad of other important subjects, because “it will not be on the test.” Are these subjects not included on the tests because they are already too long? Or could it be that these other subjects are not important enough? The real reason that the arts are excluded from the test is because these subjects are not scantron testable. If it is not on the test, why spend precious time teaching it? Goes the prevailing mentality.
Thursday, March 6, 2008
TA Omniture Sumitt 2008 Thursday 2:45-3:45 BreakOut Advanced Strategies for Pushing SiteCatalyst to the Limits
Adam Greco Team Finance Lead
Omniture University on steroids
This class was the most technical of all of the classes that i took over the past 2 days this is the last session that I was able to get to. It was also the most hard for me to understand. The black diamond stuff was way tough. Basically this class exists because of Feedback from past Summit's that people were coming and leaving the summit and the did not know how to use all of the cool features in SC. Everything below is essentially a hack to make Site catalyst do alot of the things that discover and Data Warehouse is for. One of the tricks that I saw time and time again was to be passing A-typical thikgs into the S.Props as traffic variables. So that you would be able to do all kinds of teh sophisticated pathing reports. It is quite interesting.
-Save your company $$ by pro actively tracking KPI’s
-Impress boss by turning web analytics data into insights
- be a rock star by maximizing your Omniture Investment
-be a hero and answer hard questions
** don’t tell me next month that conversion was falling this month USE ALERTS if they go up or down more than a percentage!!
**USE Targets --Give me insights not data
**Accountability Matrix, where are we meeting out target objectives and where we are not (where are you making $ and not) XY axis with 2 evars More proactive by tracking KPI’s
** which links are producing success. –Advanced Click Maps, free
**Advanced classifications; how often are visitors are being shown more than 100 search results, USE SAINT in the admin console TYPES of people searched for USING SAINT TO ADD META DATA ON SITE
** how to do I show profit not revenue NUMERIC CLASSIFICATIONS
Cost of goods per unit add info in SAINT classification file.
You can also do it through ”data sources” imported to site catalyst
** Basic vs FULL Sub-Relations
Find a way to show me the breakdowns I need. Evars with full subrelations ( anything time that you have a classified subrelated item the classifications are sub relations
From to classification file.
Counter Evar: how many times do visitors try something before they succeed. (how many quotes before they buy)
*******(Learn about j lookup v basic)
** Capturing Multiple Conversions Values : How do I track impressions vs clicks om my site? Pass things into s.products that takes multiple
** Incremented events: How much $$ are we leaving on the table? Engagement event index.
**Advanced PATHING What things are visitors looking at within a visit? Products, product Category, Self-Service Transactions, Ticker Symbols Searched, Internal Search Terms, Pathing Capture in an S.Prop so that you can do a pathing report Very cool way to get out of discover
** Participation Which of my sire pages are the most money pages Attribute to each pages Weighted average “six degrees of separation”
** Advanced Participation which of my products are influencers? Product View participation per page view completion%
** Get and Persist Value Plug-in: what are the most popular pages for people coming from ta campaign
There exists a plugin that persists s.props onto each successive events. Get and persist
** Transaction ID: which marketing campaigns generate profitable customers, not clicks. Linking online to walk in purchases. Transaction id’s can match up online and offline data.
** Time to complete plug-in: How long does it take for visitors who take action x to action Y? It basicly
**previous Value Plug-in : what content are visitors are telling you they want to see on each page.
They Where the first homepage they passed in the a search terms. ------
** Advanced Segment Insight (ASI): Great! Now show me these same reports for the following segments……….
Converse segment: People who login vs non log in; first time vs 5 visits differences and similarities are interesting.
ADVANCED BLAXCK DIMOND SESSION Much of this stuff went over my head and we were already 20 minutes over time so he was blazing fast.
Advanced Campaign Analysis Which paid Display ads are converting immediately vs eventually:
Merchandising Evar Which section of my site are people using to get into this product.
Participation: Which pages get visitors to look at other pages?
Classification Hierarchies Use Saint
Advanced Correlations (sProps)
** Cross-Visit Participation (campaign Stacking): Which campaign codes work independently and which need help? Plugins
Thats all fokes I lookforward to reading all of your experences with the conference and the competition. thanks
Rob
Omniture University on steroids
This class was the most technical of all of the classes that i took over the past 2 days this is the last session that I was able to get to. It was also the most hard for me to understand. The black diamond stuff was way tough. Basically this class exists because of Feedback from past Summit's that people were coming and leaving the summit and the did not know how to use all of the cool features in SC. Everything below is essentially a hack to make Site catalyst do alot of the things that discover and Data Warehouse is for. One of the tricks that I saw time and time again was to be passing A-typical thikgs into the S.Props as traffic variables. So that you would be able to do all kinds of teh sophisticated pathing reports. It is quite interesting.
-Save your company $$ by pro actively tracking KPI’s
-Impress boss by turning web analytics data into insights
- be a rock star by maximizing your Omniture Investment
-be a hero and answer hard questions
** don’t tell me next month that conversion was falling this month USE ALERTS if they go up or down more than a percentage!!
**USE Targets --Give me insights not data
**Accountability Matrix, where are we meeting out target objectives and where we are not (where are you making $ and not) XY axis with 2 evars More proactive by tracking KPI’s
** which links are producing success. –Advanced Click Maps, free
**Advanced classifications; how often are visitors are being shown more than 100 search results, USE SAINT in the admin console TYPES of people searched for USING SAINT TO ADD META DATA ON SITE
** how to do I show profit not revenue NUMERIC CLASSIFICATIONS
Cost of goods per unit add info in SAINT classification file.
You can also do it through ”data sources” imported to site catalyst
** Basic vs FULL Sub-Relations
Find a way to show me the breakdowns I need. Evars with full subrelations ( anything time that you have a classified subrelated item the classifications are sub relations
From to classification file.
Counter Evar: how many times do visitors try something before they succeed. (how many quotes before they buy)
*******(Learn about j lookup v basic)
** Capturing Multiple Conversions Values : How do I track impressions vs clicks om my site? Pass things into s.products that takes multiple
** Incremented events: How much $$ are we leaving on the table? Engagement event index.
**Advanced PATHING What things are visitors looking at within a visit? Products, product Category, Self-Service Transactions, Ticker Symbols Searched, Internal Search Terms, Pathing Capture in an S.Prop so that you can do a pathing report Very cool way to get out of discover
** Participation Which of my sire pages are the most money pages Attribute to each pages Weighted average “six degrees of separation”
** Advanced Participation which of my products are influencers? Product View participation per page view completion%
** Get and Persist Value Plug-in: what are the most popular pages for people coming from ta campaign
There exists a plugin that persists s.props onto each successive events. Get and persist
** Transaction ID: which marketing campaigns generate profitable customers, not clicks. Linking online to walk in purchases. Transaction id’s can match up online and offline data.
** Time to complete plug-in: How long does it take for visitors who take action x to action Y? It basicly
**previous Value Plug-in : what content are visitors are telling you they want to see on each page.
They Where the first homepage they passed in the a search terms. ------
** Advanced Segment Insight (ASI): Great! Now show me these same reports for the following segments……….
Converse segment: People who login vs non log in; first time vs 5 visits differences and similarities are interesting.
ADVANCED BLAXCK DIMOND SESSION Much of this stuff went over my head and we were already 20 minutes over time so he was blazing fast.
Advanced Campaign Analysis Which paid Display ads are converting immediately vs eventually:
Merchandising Evar Which section of my site are people using to get into this product.
Participation: Which pages get visitors to look at other pages?
Classification Hierarchies Use Saint
Advanced Correlations (sProps)
** Cross-Visit Participation (campaign Stacking): Which campaign codes work independently and which need help? Plugins
Thats all fokes I lookforward to reading all of your experences with the conference and the competition. thanks
Rob
FW Omniture Summit 2008 1:15-2:15 BreakOut | Customizing SiteCatalyst to Maximize ROI
Doug Moore Omniture curriculum Director/ Omniture University Teacher that looks like Chris Farley
Ted McDonnald National Geographic
These guys screamed through so fast that every ** is essentially a whole new topic. It was in this presentation that I learned for the first time about plugins. I am not sure if they go into your web browser, or if they figuratively turned on inside Site catalyst or if they are something fancy that you do with java script at the bottom of the page. But it seams that some are paid and most are free. I mean they blew by most of these so fast all that they had time to say as “here is the * plug-in goo look a in the knowledge base , or the implementation guide for more information.
Fight Feature Confusion: What to use when, or when to use what?s.props Custom traffic -> fill traffic reports
1. Counts instances of a specific value
Which one of these is the “most popular” (deduplicated per visit per visitor)
2. Measures traffic for a specific segment
How many pages to they go to when SOMETHING
eVars Custom Conversion
Events = ACTION YOU WILL TAKE The “Wicket” (registration, order, registration, view)
Evars = who which or what DID IT (made it happen)
Classifications SAINT: Custom attribute or metadata =-based reports used to group and organize existing data
Classifying marketing channels, products, products, zip codes, Groups, sub groups
GO GRANULAR AND THEN CLASSIFY S>A>I>N>T Classification Data Upload and Download interface
Tab separated excel doc with the skus as the keys, and then the product name, manufacture, Product Group, Product Subgroup.
All retroactive because everything is tracked by the sku and the classifications can be fixed afterwards.
Data Sources Normalized data in site catalyst. Information is kept in tack so you can rull it all through and filled to a normalized tangable, Segmented, Supper customized reports
Data extract is pulling of site catalyst “normalized tables” Data Wharehouse on the other hand keeps session all correlated and all goes into one table instead of a normalized table.
ASI advanced segment information: this gives all site catalyst information for a specific segment (you need to have data warehouse). Build a whole new report suite with a segmented definition.
VISTA Real Time Data Charger Sneaches on the beaches-> star belly sneaches
Without VISTA when data is collected rules are run in real time: Vista is changes the data The Altered or added data flows into SiteCatalist just as if it were sent from the page.
Vista vs DBVISTA = db allows ftp info and search and replace table. Regular vista is static and it not changed
DATA SOURCES = import data sources call center search engine data – numbers This is a way to bring information into site catalyst
Genesis is the automated way to do site catalyst and the other third party venders.
WOW there are alot of acromims!!!
Ted McDonnald National Geographic
These guys screamed through so fast that every ** is essentially a whole new topic. It was in this presentation that I learned for the first time about plugins. I am not sure if they go into your web browser, or if they figuratively turned on inside Site catalyst or if they are something fancy that you do with java script at the bottom of the page. But it seams that some are paid and most are free. I mean they blew by most of these so fast all that they had time to say as “here is the * plug-in goo look a in the knowledge base , or the implementation guide for more information.
Fight Feature Confusion: What to use when, or when to use what?s.props Custom traffic -> fill traffic reports
1. Counts instances of a specific value
Which one of these is the “most popular” (deduplicated per visit per visitor)
2. Measures traffic for a specific segment
How many pages to they go to when SOMETHING
eVars Custom Conversion
Events = ACTION YOU WILL TAKE The “Wicket” (registration, order, registration, view)
Evars = who which or what DID IT (made it happen)
Classifications SAINT: Custom attribute or metadata =-based reports used to group and organize existing data
Classifying marketing channels, products, products, zip codes, Groups, sub groups
GO GRANULAR AND THEN CLASSIFY S>A>I>N>T Classification Data Upload and Download interface
Tab separated excel doc with the skus as the keys, and then the product name, manufacture, Product Group, Product Subgroup.
All retroactive because everything is tracked by the sku and the classifications can be fixed afterwards.
Data Sources Normalized data in site catalyst. Information is kept in tack so you can rull it all through and filled to a normalized tangable, Segmented, Supper customized reports
Data extract is pulling of site catalyst “normalized tables” Data Wharehouse on the other hand keeps session all correlated and all goes into one table instead of a normalized table.
ASI advanced segment information: this gives all site catalyst information for a specific segment (you need to have data warehouse). Build a whole new report suite with a segmented definition.
VISTA Real Time Data Charger Sneaches on the beaches-> star belly sneaches
Without VISTA when data is collected rules are run in real time: Vista is changes the data The Altered or added data flows into SiteCatalist just as if it were sent from the page.
Vista vs DBVISTA = db allows ftp info and search and replace table. Regular vista is static and it not changed
DATA SOURCES = import data sources call center search engine data – numbers This is a way to bring information into site catalyst
Genesis is the automated way to do site catalyst and the other third party venders.
WOW there are alot of acromims!!!
FW Omniture Summit 2008 11:00-12:00 BreakOut | Excell Publishing
11:00 Excell Publishing Improving Data Accessibility
Tim Lott Product Manager, Omniture
Kevin Willeitner, Consultant, Omniture
Mike Fried, Director of Strategic Analysis, Backcountry
Excel knowledge Test (everyone stood up and then 12 excel topics were defined and you had to sit down if you did not know what it was. I made it to round 10 but got out on a visual basic macro question, I did not win the ipod nano but out of a room with 200 people I survived standing long enough to be in the top 10. I thought I was an excel nut/nerd nope there are FAR BETTER than I)
Excel client overview
Report customization Business specific reporting custom calculations, analysis tools Automation. And automation
Old Style: Build refresh, save, distribute, repeat
New Style: Build, upload, Publish to a schedule
Reporting best practices:
KPI Tied $ frequently
Keep it simple no 14 color stop light
Benchmark against yourself actual to the forcast, goal,
Make it taken care of in a timly fassion
Context/ history of the data
Flexibility ------- Now you can compare this wendsday to the last 5 wendsdays instead of just last.
Distributable
Good looking
Back county.com
500M page loads
600 full time Employees in the peak season
Seven sites Explorer 64, DogFunk, Back Country, BackCountryOutlet, WiskyMillita, SteepAndCheap, and some moose jaw I cant write fast enough.
75% of sales occur on line: Marketing merchandising, site optimization
25% sakes Offline and partner sites.
When all of the data was combined he had a 97% accuracy when compared to his back end purchasing software so that gave him lots of confidence in the data.
Combine offline and online
Online – site catalyst
Offline data – Omniture Discover
Brought it all together in the “rosetta” report
Unified VISTA RULE? To track organic search as a channel
1/3 of the annual sales right before Christmas. 50% of annual sales in 25%
Revenue = traffic conversion x aov (he did not say but I think that aov means Average Order Value) Because of his short sales cycle he needs to know about changes in sales and changes in the way that his company is doing business. And the Excell cliant is a way to keep tabs on the business. Every morning afternoon and evening he goes to the workbook and refreshes the data. He also uses alot of forcasting to see where defficets or surpluses over or under a goal will put him at the end of the year.
I also learned that there is a small store at the warehouse in SLC.
This is the end of the break out session notes-- But if you read to here and are still interested I will tell you what happened after. So I went up to Mike and thanked him for the presentation and introduced my self as a BYU Student... Thanked him for letting us use his DogFunk, and Back Country Outlet Data. (I think that he was happy to be thanked for that.) And then I shamelessly told him that my partner and I were able to make it to the finals of the competition this semester and we came up with an equation that modeled the effect of price changes on total expected Revenue. He said "So you are the guy that came up with that formula, I heard about you. I have not gotten your presentation from Omniture yet" (I tried my hardest to fight the swelling of my head), that’s us we have an integral with a decaying exponential that we have put well over 100 hours into that we would love to take 5 minutes to show you. He agreed that that would be great. He gave me his card, I did not have anything to give him in return..... But Agreed to email him to set up a time. I guess that when you type it all in it seems really dumb. But to me it was a big deal. I am a punk student with no real skills or experience so every opportunity that I get to rub shoulders of people who have MADE IT. Is a great experience for me. I hope that our future interactions are fruitful.
Rob
Tim Lott Product Manager, Omniture
Kevin Willeitner, Consultant, Omniture
Mike Fried, Director of Strategic Analysis, Backcountry
Excel knowledge Test (everyone stood up and then 12 excel topics were defined and you had to sit down if you did not know what it was. I made it to round 10 but got out on a visual basic macro question, I did not win the ipod nano but out of a room with 200 people I survived standing long enough to be in the top 10. I thought I was an excel nut/nerd nope there are FAR BETTER than I)
Excel client overview
Report customization Business specific reporting custom calculations, analysis tools Automation. And automation
Old Style: Build refresh, save, distribute, repeat
New Style: Build, upload, Publish to a schedule
Reporting best practices:
KPI Tied $ frequently
Keep it simple no 14 color stop light
Benchmark against yourself actual to the forcast, goal,
Make it taken care of in a timly fassion
Context/ history of the data
Flexibility ------- Now you can compare this wendsday to the last 5 wendsdays instead of just last.
Distributable
Good looking
Back county.com
500M page loads
600 full time Employees in the peak season
Seven sites Explorer 64, DogFunk, Back Country, BackCountryOutlet, WiskyMillita, SteepAndCheap, and some moose jaw I cant write fast enough.
75% of sales occur on line: Marketing merchandising, site optimization
25% sakes Offline and partner sites.
When all of the data was combined he had a 97% accuracy when compared to his back end purchasing software so that gave him lots of confidence in the data.
Combine offline and online
Online – site catalyst
Offline data – Omniture Discover
Brought it all together in the “rosetta” report
Unified VISTA RULE? To track organic search as a channel
1/3 of the annual sales right before Christmas. 50% of annual sales in 25%
Revenue = traffic conversion x aov (he did not say but I think that aov means Average Order Value) Because of his short sales cycle he needs to know about changes in sales and changes in the way that his company is doing business. And the Excell cliant is a way to keep tabs on the business. Every morning afternoon and evening he goes to the workbook and refreshes the data. He also uses alot of forcasting to see where defficets or surpluses over or under a goal will put him at the end of the year.
I also learned that there is a small store at the warehouse in SLC.
This is the end of the break out session notes-- But if you read to here and are still interested I will tell you what happened after. So I went up to Mike and thanked him for the presentation and introduced my self as a BYU Student... Thanked him for letting us use his DogFunk, and Back Country Outlet Data. (I think that he was happy to be thanked for that.) And then I shamelessly told him that my partner and I were able to make it to the finals of the competition this semester and we came up with an equation that modeled the effect of price changes on total expected Revenue. He said "So you are the guy that came up with that formula, I heard about you. I have not gotten your presentation from Omniture yet" (I tried my hardest to fight the swelling of my head), that’s us we have an integral with a decaying exponential that we have put well over 100 hours into that we would love to take 5 minutes to show you. He agreed that that would be great. He gave me his card, I did not have anything to give him in return..... But Agreed to email him to set up a time. I guess that when you type it all in it seems really dumb. But to me it was a big deal. I am a punk student with no real skills or experience so every opportunity that I get to rub shoulders of people who have MADE IT. Is a great experience for me. I hope that our future interactions are fruitful.
Rob
TA Style Omniture Summit Thursday 9:00-9:45 General Session | Seth Godin
Seth Godin Thursday Morning
(Seth was certainly the best speaker thus far, my favorite part was when over the speakers there was some really loud pops Seth looked up stiff as a board and pretended to fall backwards. Like he had been shot. It was very funny, he is a great speaker, and I am more likely to buy his books)
Suction Cup Story: he was giving his kids a bath and there was a bath toy with a rattle on one end and a suction cup on the other he stuck it on the tub wall till they were board. He stuck it on his head (he is completely bald) and they laughed and then were board. He finished the kids bath and toweled them off and went walking out into the living room and his wife said what is that red circle on the top of your head? Suction cups break all of the capillaries in the skin and he had a red mark for months afterward. The point of the story was to say that to often marketers are afraid of doing things that would result in the mark so they do the same thing over and over.
He labeled his talk :What to tell your boss and coworkers
Brief history of marketing
1. Ideas that spread win
Marketers speaad ideas TV thinking I AM A MARKETER AND I HAVE THE POWER TO INTERUPT PEOPLE.
There is to much clutter I am not going to hear you.
He used a pyramid example of how most marketers put them selves at the top of the pyramid all of the finance, and management, and manufacturing is at the bottom. The bottom passes the product and the budget up to the top and says go and sell it. IF THIS HAPPENS IT IS THE MARKETERS RESPONSIBILITY TO SEND BOTH BACK DOWN. Advertising is not marketing , marketing is involved in the product conception/packaging/ ect. Marketing goes all the way down to the bottom of the pyramid.
He gave an example of his famous purple cow. An ordinary cow is just ordinary a purple one is remarkable or worth remarking about. Purple cow – remarkable worth making remarks about.
The internet does not put up with average.
You can not buy attention online—all home runs were earned not purchased.
“unless you are Wal-Mart you can not be the closest fastest solution” because someone will always be closer or cheaper”
There is a company who--Do you want to see my socks
Sell to people who are listening and make it easy to tell their friends
MAKE SOMETHING WORTH TALKING ABOUT
Anticipated, Personal, Relevant --- permission
1 Permission is revocable and nontransferable.
2. Permission doesn’t happen by accident
3. Permission must be nurtured
4. Permission is Selfish
"I don’t want email I want ME MAIL. ME ME ME, Relevent to ME"
Advertisers targeting is a hunting term. Instead work a grape vine
1 be remarkable
2 tell a story to your Loyal customers
3 Loyal customers spread the word
4 get permission (loops back to 1)
______________________________________________________________
There were some other speakers in this session who were to talk about Integrated Marketing which is basicly having all of your channels not only be saying the same thing, But be saying it in the way that is specificly molded and optimized for each chanell. Here is what they said but it was so boring and so much of self agrandising thier companies people were leaving and droping like flys. I stoped takeing notes and started looking as to which class I would take next. Anyways here is where I got to.
Shar Van Boskirk Senior analyst, Forester Research
Integrated marketing is easy to say but hard to do.
Coordinated marketing (sub par to Integrated Marketing)
• Consistent look and feel
• Consistent Message
• Multiple Touch Points
• Different Media: Pring, Video, Online, movilke
• Message and experience must evolve through contacts
• Customers don’t want to be bored with the same message
Integrated marketing weaves together channels
• Advertising Emotion
• CRM Relationship
• Promotion Experience
(Seth was certainly the best speaker thus far, my favorite part was when over the speakers there was some really loud pops Seth looked up stiff as a board and pretended to fall backwards. Like he had been shot. It was very funny, he is a great speaker, and I am more likely to buy his books)
Suction Cup Story: he was giving his kids a bath and there was a bath toy with a rattle on one end and a suction cup on the other he stuck it on the tub wall till they were board. He stuck it on his head (he is completely bald) and they laughed and then were board. He finished the kids bath and toweled them off and went walking out into the living room and his wife said what is that red circle on the top of your head? Suction cups break all of the capillaries in the skin and he had a red mark for months afterward. The point of the story was to say that to often marketers are afraid of doing things that would result in the mark so they do the same thing over and over.
He labeled his talk :What to tell your boss and coworkers
Brief history of marketing
1. Ideas that spread win
Marketers speaad ideas TV thinking I AM A MARKETER AND I HAVE THE POWER TO INTERUPT PEOPLE.
There is to much clutter I am not going to hear you.
He used a pyramid example of how most marketers put them selves at the top of the pyramid all of the finance, and management, and manufacturing is at the bottom. The bottom passes the product and the budget up to the top and says go and sell it. IF THIS HAPPENS IT IS THE MARKETERS RESPONSIBILITY TO SEND BOTH BACK DOWN. Advertising is not marketing , marketing is involved in the product conception/packaging/ ect. Marketing goes all the way down to the bottom of the pyramid.
He gave an example of his famous purple cow. An ordinary cow is just ordinary a purple one is remarkable or worth remarking about. Purple cow – remarkable worth making remarks about.
The internet does not put up with average.
You can not buy attention online—all home runs were earned not purchased.
“unless you are Wal-Mart you can not be the closest fastest solution” because someone will always be closer or cheaper”
There is a company who--Do you want to see my socks
Sell to people who are listening and make it easy to tell their friends
MAKE SOMETHING WORTH TALKING ABOUT
Anticipated, Personal, Relevant --- permission
1 Permission is revocable and nontransferable.
2. Permission doesn’t happen by accident
3. Permission must be nurtured
4. Permission is Selfish
"I don’t want email I want ME MAIL. ME ME ME, Relevent to ME"
Advertisers targeting is a hunting term. Instead work a grape vine
1 be remarkable
2 tell a story to your Loyal customers
3 Loyal customers spread the word
4 get permission (loops back to 1)
______________________________________________________________
There were some other speakers in this session who were to talk about Integrated Marketing which is basicly having all of your channels not only be saying the same thing, But be saying it in the way that is specificly molded and optimized for each chanell. Here is what they said but it was so boring and so much of self agrandising thier companies people were leaving and droping like flys. I stoped takeing notes and started looking as to which class I would take next. Anyways here is where I got to.
Shar Van Boskirk Senior analyst, Forester Research
Integrated marketing is easy to say but hard to do.
Coordinated marketing (sub par to Integrated Marketing)
• Consistent look and feel
• Consistent Message
• Multiple Touch Points
• Different Media: Pring, Video, Online, movilke
• Message and experience must evolve through contacts
• Customers don’t want to be bored with the same message
Integrated marketing weaves together channels
• Advertising Emotion
• CRM Relationship
• Promotion Experience
TA Tone Omniture Summit 2008 Wendsday 3:30-4:45 BreakOut | Accelerate Your Path to Success with Multivariate and A/B Testing
The second Break out session
Josh Friedman DELL Case study
Lily Chiu Omniture Consultant
Today’s Online market -> paid search, email, display and costs are increasing. All traffic hits your site and all of your traffic gets the same experience even though they are acquired from many different sources.
The Test and Target funnel brings traffic and places them in relevant places on your site. We know a lot about visitors just because of the time location and geography of the visitor. Not to mention their behavior of your site.
Customizing landing pages is just the tip of the iceberg you can optimize your whole site.
“I have data now what?” You must be able to touch the site. In order to test and experiment with the results. If IT has you locked down you need to change it.
Segmentation is huge. It is like reaching up through the bottom of the funnel and pulling your customers through the funnel.
High frequency customers should have best conversion so don’t keep showing what they have already seen. Mix it up.
Tips
Start with something that simple both technically and politically. The hero banner is often a hot potato.
Know your goal and define the metrics and KPI’s
Define your question in mind (now I know that it is more effective to promote recreation than keynote speakers)
Test brand content vs hero image.
Test removing extra copy and navigation from the page
If you are paying for those trust symbols then move them above the fold and plaing them close to the call to action
Multivariate testing: Test Multiple elements simultaneously
Measure the influence and lift associated with each elements
From a/b to multivariate tests 2 elements 2 alternatives = 4
10 elements x 2 alternatives = 1024 permutations to test! Depending on
Smallest fractional factorials. Get speed and control change content with out IT
Think different when designing alternatives, What Am I trying to optimize. Define how each test will be defined as a winner.
Do not design sub optimal alternatives (to much alike)
You can learn from tests that fail.
Try removing Left navigation
Static vs dynamic content
Present vs non present
Standard vs conceptual merchandising
Filter test results by important segments and see if they differ one from another
Test important elements around key form
Test call to action in various forms fonts, colors and types of call s to action
Dell pilot summary
5 MVT over two weeks
Test Goals: Increase Revenue per Visitor (RPV) for visitors coming from high impact placement flash add on MSN homepage 81 combination and 9 recipies(through tuguchi) test ran on a single day.
Received a +28% Revenue per visit best recipy was most effective in the afternoon house: TRAFFIC SOURCES AFFECT BEHAVIOR
Test Objectives Increase RPV
Test Elements:
1. Banner Locaton, 2. Banner messaging, 3 call to action location,4. call to action nomenclature
What we have learned:
1. Stop Guessing
2. Relevance is key ( what page have they just seen, where are you going what do you know about
3. Frequency matters. You get more than just lift you get learning about your customers as well
4. Campaign optimization rules
5. Crawl, Walk, Run. Start an iterative process.
** You can have two id’s one for the visitor and 1 for the visit so that any visitor gets a consistent experience
Josh Friedman DELL Case study
Lily Chiu Omniture Consultant
Today’s Online market -> paid search, email, display and costs are increasing. All traffic hits your site and all of your traffic gets the same experience even though they are acquired from many different sources.
The Test and Target funnel brings traffic and places them in relevant places on your site. We know a lot about visitors just because of the time location and geography of the visitor. Not to mention their behavior of your site.
Customizing landing pages is just the tip of the iceberg you can optimize your whole site.
“I have data now what?” You must be able to touch the site. In order to test and experiment with the results. If IT has you locked down you need to change it.
Segmentation is huge. It is like reaching up through the bottom of the funnel and pulling your customers through the funnel.
High frequency customers should have best conversion so don’t keep showing what they have already seen. Mix it up.
Tips
Start with something that simple both technically and politically. The hero banner is often a hot potato.
Know your goal and define the metrics and KPI’s
Define your question in mind (now I know that it is more effective to promote recreation than keynote speakers)
Test brand content vs hero image.
Test removing extra copy and navigation from the page
If you are paying for those trust symbols then move them above the fold and plaing them close to the call to action
Multivariate testing: Test Multiple elements simultaneously
Measure the influence and lift associated with each elements
From a/b to multivariate tests 2 elements 2 alternatives = 4
10 elements x 2 alternatives = 1024 permutations to test! Depending on
Smallest fractional factorials. Get speed and control change content with out IT
Think different when designing alternatives, What Am I trying to optimize. Define how each test will be defined as a winner.
Do not design sub optimal alternatives (to much alike)
You can learn from tests that fail.
Try removing Left navigation
Static vs dynamic content
Present vs non present
Standard vs conceptual merchandising
Filter test results by important segments and see if they differ one from another
Test important elements around key form
Test call to action in various forms fonts, colors and types of call s to action
Dell pilot summary
5 MVT over two weeks
Test Goals: Increase Revenue per Visitor (RPV) for visitors coming from high impact placement flash add on MSN homepage 81 combination and 9 recipies(through tuguchi) test ran on a single day.
Received a +28% Revenue per visit best recipy was most effective in the afternoon house: TRAFFIC SOURCES AFFECT BEHAVIOR
Test Objectives Increase RPV
Test Elements:
1. Banner Locaton, 2. Banner messaging, 3 call to action location,4. call to action nomenclature
What we have learned:
1. Stop Guessing
2. Relevance is key ( what page have they just seen, where are you going what do you know about
3. Frequency matters. You get more than just lift you get learning about your customers as well
4. Campaign optimization rules
5. Crawl, Walk, Run. Start an iterative process.
** You can have two id’s one for the visitor and 1 for the visit so that any visitor gets a consistent experience
FW Omniture Summit 2008 Wendsday 2-3 BreakOut | Evolving from manual to Automated Optimization
Break out Session Testing and targeting
Brent Hieggelke Omniture VP Strategic Marketing
Worked at touch Clarity before it was acquired by Omniture
Why Automated Optimization in mandatory
Off site resources Email Marketing, affiliate programs behavioral marketing Paid search, banner, seo, ofline marketing to web instore web promotion
Onsite resources are limited and represent a large investment gap.
Close to 10billion to convert less than 4%
We are dumping lots of traffic but we are not getting conversion, we need to optimize the customer experience? Web sites are monologs, Customers demand dialog, to be serviced how they want to be serviced.
Targeting enable dialog in several ways
Sample visitors dictate best content and layout
Deliver different content based on the customer
Deliver content based on behavior
Testing: Landing page optimization Creative optimization, flow and form optimization, optimized for general population, optimize for segments(search engine, brands vs category) AB testing has been done since 2000 but it was manual and rudimentary.
Targeting: Segmentation targeting, 1to1 predictive takes it to the individual customer, used for less clear segments and increases the relevancy of key pages. Leveraging data to drive content, Real time listening and response, Target vs control group.
When do you test and when do you target? Every site should do both. Merchandising display, layout, and presentation. Sales and service forks who listen to customers and learn about preferences and opinions
AB testing. Which creative works best. It works on pages and versions that work the best.
What does multivariate Testing (MTV) accomplish measured which combination of elements work best. Basically it is AB testing on steroids., move individual items around on the page.
Targeting example musiciansfriend.com You can segment based upon who goes to which tab at the top and then display banners on the home page on all future and following events.
Automated 1 to 1 predictive Targeting What is most likely and engaging for this visitor at this time. Info done in real time. Real time data mining, predictive modeling, continuous learning and it is reactive to market changes.
Case example in Bank of America detects activity and serves content
Site behavior variables, temporal variables, environmental variables,
Different types of Optimization: Testing and targeting
How Auto Snything.com uses automated optimization to increase revenues
Wrap up questions
Trevor Klein owner Auto Anything:
User experience will be the area that differentiates your site.
History of using tools, primarily to maximize margin dollars on promotions Chose offermatica for 1. Available ad DIY vs Managed Solution 2. Simplicity in setting campaigns, 3. Price
Implementation ius much lighter than thought, Prior of Omniture make things easier
Tested: Offers, colors, promotions, images, search function, category affinity
Offer testing Putting a minim on free shipping. BEFORE YOU DO A TEST HAVE YOUR METRICS AND KPI”S CLEARLY DEFINED. One my win by use one may win by revenue
-Every site can segment in one way or another.
We used offermatica to serve up two containers, goal was to serve up relevant content and decrease abandonment
Moving on to behavioral targeting solution Implamented via existing Omniture tags.
Serving the right offer to the right person at the right time
Took learning’s from test& target category affinity
These kind of predictive analysis
Tips
Be clear on exactly what you are testing
Always have a control in order to evaluate potential lift
Once the test has been statistically proven do not serve the control offer to a large percentage of users or the benefit will be minimized
Create tests/user experiences that are unique to achieve significant results.
To create tests/user experiences that are unique in order to achieve significant results
We preach that you should put 15% of your add spend for optimization. That will make that other 85% that much more effective.
Wow that is a whole lot of info. Please ask me if you have any questions with my translation.
Brent Hieggelke Omniture VP Strategic Marketing
Worked at touch Clarity before it was acquired by Omniture
Why Automated Optimization in mandatory
Off site resources Email Marketing, affiliate programs behavioral marketing Paid search, banner, seo, ofline marketing to web instore web promotion
Onsite resources are limited and represent a large investment gap.
Close to 10billion to convert less than 4%
We are dumping lots of traffic but we are not getting conversion, we need to optimize the customer experience? Web sites are monologs, Customers demand dialog, to be serviced how they want to be serviced.
Targeting enable dialog in several ways
Sample visitors dictate best content and layout
Deliver different content based on the customer
Deliver content based on behavior
Testing: Landing page optimization Creative optimization, flow and form optimization, optimized for general population, optimize for segments(search engine, brands vs category) AB testing has been done since 2000 but it was manual and rudimentary.
Targeting: Segmentation targeting, 1to1 predictive takes it to the individual customer, used for less clear segments and increases the relevancy of key pages. Leveraging data to drive content, Real time listening and response, Target vs control group.
When do you test and when do you target? Every site should do both. Merchandising display, layout, and presentation. Sales and service forks who listen to customers and learn about preferences and opinions
AB testing. Which creative works best. It works on pages and versions that work the best.
What does multivariate Testing (MTV) accomplish measured which combination of elements work best. Basically it is AB testing on steroids., move individual items around on the page.
Targeting example musiciansfriend.com You can segment based upon who goes to which tab at the top and then display banners on the home page on all future and following events.
Automated 1 to 1 predictive Targeting What is most likely and engaging for this visitor at this time. Info done in real time. Real time data mining, predictive modeling, continuous learning and it is reactive to market changes.
Case example in Bank of America detects activity and serves content
Site behavior variables, temporal variables, environmental variables,
Different types of Optimization: Testing and targeting
How Auto Snything.com uses automated optimization to increase revenues
Wrap up questions
Trevor Klein owner Auto Anything:
User experience will be the area that differentiates your site.
History of using tools, primarily to maximize margin dollars on promotions Chose offermatica for 1. Available ad DIY vs Managed Solution 2. Simplicity in setting campaigns, 3. Price
Implementation ius much lighter than thought, Prior of Omniture make things easier
Tested: Offers, colors, promotions, images, search function, category affinity
Offer testing Putting a minim on free shipping. BEFORE YOU DO A TEST HAVE YOUR METRICS AND KPI”S CLEARLY DEFINED. One my win by use one may win by revenue
-Every site can segment in one way or another.
We used offermatica to serve up two containers, goal was to serve up relevant content and decrease abandonment
Moving on to behavioral targeting solution Implamented via existing Omniture tags.
Serving the right offer to the right person at the right time
Took learning’s from test& target category affinity
These kind of predictive analysis
Tips
Be clear on exactly what you are testing
Always have a control in order to evaluate potential lift
Once the test has been statistically proven do not serve the control offer to a large percentage of users or the benefit will be minimized
Create tests/user experiences that are unique to achieve significant results.
To create tests/user experiences that are unique in order to achieve significant results
We preach that you should put 15% of your add spend for optimization. That will make that other 85% that much more effective.
Wow that is a whole lot of info. Please ask me if you have any questions with my translation.
Wednesday, March 5, 2008
FW Omniture Summit 2008 12:30-1:45 Birds of a feather Lunch
I must admit that I did not have my trusty dell at the lunch table so all of these notes were in retrospect But how it works is that your vertical goes and has lunch all together in a seperate room from the rest of the other verticals. I sat next to the owner of Trevor Klein owner AutoAnything.com : A web site that sells custom and proformance auto parts. Who was also the presenter at the break out session that i went to. It was very cool to talk to him. He is doing some exciting things with behavoral targeting. I also spoke at length with the Serious satalie radio rep, and two of Sprint's reps and two BTC Reps, BTC is a small company that does Consulting for about 100 of Omnitures customers. It was quite pleasurable. The stake cut was great the salmon was, well as good as can be expected in Utah. :-) I true pleasure. The table was floored that i was taking a web analytics class they had never heard of such a thing.
Then I went to the first Break out Session.
Then I went to the first Break out Session.
TA Style, Tone Omniture Summit 2008 11:30-12:30 General Session | Keynotes
Peter Kim Forester Research
(Peter was probably the best preenter or at the very least had the very best presentation skills out of every one in the entire conference.)
We are starting to Navigate new rules for marketer’s
Trends in media and Advertising: The TV is the new tribal campfire as we fast forward TV is just another light. North America consumer’s time with TV and radio is moving to the internet.
Today media is an exotic buffet. There is more choice pod casts, social networks, people have hundreds of channels but people only watch but a few.
Customers love to hate advertising. First percentage 2002 2007
Adds are a good way to learn about new products 78% 52%
I buy products because of their adds 29% 13%
Companies generally tell the truth in ads 13% 6%
Interactive marketing channels are on the rise, online video, search, ect engaging content great at driving online business and online sales
today’s sites need to be more than one track mind Web 2.0 is about engagement (customer experience) foresters words “humanizing the digital experience”
Marketers want site optimization IT is to Marketing is like Cats to dogs.
For the customer experience technologies marketers are NOT going in house they are outsourcing
Marketing organization are proven: Marketing has become the make it pretty organization
Skill sets important to success: Strategic thinking, and business acumen, they need to think and not just Photoshop, Financial Management
Customer centricity is the key; that is done through the data
Marketers are set to increase interactive budgets because traditional tactics are less effective. This is where the puck will be. Good skaters state to where the puck will be and not chasing it from where it has been.
Opportunity for Omniture
Email sercice providers, web analytics , multiccvaret, bid management, behavioral targeting, web interaction optimization ect.
Brands must face reality in the new operating envoriment
Technology drives customer centric
You cant hate IT forever
Ted Cannis Marketing and technical Case Study FORD
Pholosopy major
It is about the process, design and numbers
Blank Slate Book
Freakonimics Book
The data the he had to be quantitisable. Using data to make smarter business decisions
Media Advertising examples
Cube
Romance
Widget
People make media decisions based upon decisions not data. Screw the guy in the corner office just making decisions for all Americas Have data make your decisions
Landing Page Optimization A/B Multivariate Testing Using Omniture Test And Target
Brocedure initial control with two others
Content to go – rich media, Edmunds, affiliates, portable content Put content on line and off the site. I don’t care how you engadge or what you engadge with. As long as you engadge
Marketers are set to increase interactive budgets because traditional tactics are less effective. This is where the puck will be. Good skaters state to where the puck will be and not chasing it from where it has been.
Opportunity for Omniture
Email service providers, web analytics, multivariate, bid management, behavioral targeting, web interaction optimization ect.
Brands must face reality in the new operating environment
Technology drives customer centric behavior
You cant hate IT forever but unless you get along with them you can not do your job
______________________________________________________________________________
Ted Cannis Marketing and technical Communication Case Study FORD
(This guy spent a lot of time establishing creditability with what he has done at ford. Likes to talk about how he is not a creative but he runs the communication department. HE was probably the worst dressed out of all of the presenters that I saw but he did have a pretty fair stage presence)
Philosophy major then went back to school for an MBA
It is about the process, design and numbers
He recommends two books :Blank Slate, and Freakonimics
The data the he had to be quantifiable. Using data to make smarter business decisions
People make media decisions based upon decisions not data. Screw the guy in the corner office just making decisions for all Americas Have data make your decisions
Landing Page Optimization A/B Multivariate Testing Using Omniture Test And Target
Procedure: initial control with two others
Content to go – rich media, Edmunds, affiliates, portable content Put content on line and off the site. I don’t care how you engage or what you engage with. As long as you engage
How do you take all of a the information across the campaign and patch that up with the offline campaigning? It’s the methodology. You don’t need to know the tools you just need to decide to apply the methodology and commit to use them.
That wraps up This session
(Peter was probably the best preenter or at the very least had the very best presentation skills out of every one in the entire conference.)
We are starting to Navigate new rules for marketer’s
Trends in media and Advertising: The TV is the new tribal campfire as we fast forward TV is just another light. North America consumer’s time with TV and radio is moving to the internet.
Today media is an exotic buffet. There is more choice pod casts, social networks, people have hundreds of channels but people only watch but a few.
Customers love to hate advertising. First percentage 2002 2007
Adds are a good way to learn about new products 78% 52%
I buy products because of their adds 29% 13%
Companies generally tell the truth in ads 13% 6%
Interactive marketing channels are on the rise, online video, search, ect engaging content great at driving online business and online sales
today’s sites need to be more than one track mind Web 2.0 is about engagement (customer experience) foresters words “humanizing the digital experience”
Marketers want site optimization IT is to Marketing is like Cats to dogs.
For the customer experience technologies marketers are NOT going in house they are outsourcing
Marketing organization are proven: Marketing has become the make it pretty organization
Skill sets important to success: Strategic thinking, and business acumen, they need to think and not just Photoshop, Financial Management
Customer centricity is the key; that is done through the data
Marketers are set to increase interactive budgets because traditional tactics are less effective. This is where the puck will be. Good skaters state to where the puck will be and not chasing it from where it has been.
Opportunity for Omniture
Email sercice providers, web analytics , multiccvaret, bid management, behavioral targeting, web interaction optimization ect.
Brands must face reality in the new operating envoriment
Technology drives customer centric
You cant hate IT forever
Ted Cannis Marketing and technical Case Study FORD
Pholosopy major
It is about the process, design and numbers
Blank Slate Book
Freakonimics Book
The data the he had to be quantitisable. Using data to make smarter business decisions
Media Advertising examples
Cube
Romance
Widget
People make media decisions based upon decisions not data. Screw the guy in the corner office just making decisions for all Americas Have data make your decisions
Landing Page Optimization A/B Multivariate Testing Using Omniture Test And Target
Brocedure initial control with two others
Content to go – rich media, Edmunds, affiliates, portable content Put content on line and off the site. I don’t care how you engadge or what you engadge with. As long as you engadge
Marketers are set to increase interactive budgets because traditional tactics are less effective. This is where the puck will be. Good skaters state to where the puck will be and not chasing it from where it has been.
Opportunity for Omniture
Email service providers, web analytics, multivariate, bid management, behavioral targeting, web interaction optimization ect.
Brands must face reality in the new operating environment
Technology drives customer centric behavior
You cant hate IT forever but unless you get along with them you can not do your job
______________________________________________________________________________
Ted Cannis Marketing and technical Communication Case Study FORD
(This guy spent a lot of time establishing creditability with what he has done at ford. Likes to talk about how he is not a creative but he runs the communication department. HE was probably the worst dressed out of all of the presenters that I saw but he did have a pretty fair stage presence)
Philosophy major then went back to school for an MBA
It is about the process, design and numbers
He recommends two books :Blank Slate, and Freakonimics
The data the he had to be quantifiable. Using data to make smarter business decisions
People make media decisions based upon decisions not data. Screw the guy in the corner office just making decisions for all Americas Have data make your decisions
Landing Page Optimization A/B Multivariate Testing Using Omniture Test And Target
Procedure: initial control with two others
Content to go – rich media, Edmunds, affiliates, portable content Put content on line and off the site. I don’t care how you engage or what you engage with. As long as you engage
How do you take all of a the information across the campaign and patch that up with the offline campaigning? It’s the methodology. You don’t need to know the tools you just need to decide to apply the methodology and commit to use them.
That wraps up This session
RA Omniture Summit 2008 9-10:45 General Session
CEO and cofounder Josh James opened the first session after it was delayed about 15 minutes. He used the mac powerpoint "keynote" and his presentation was quite flashy. The main points that he addressed in this session were to so off the keynote speakers so as to achieve max ROI and give a sort of state of the union address. Here were some other points.
-Stressed the importance of receiving feedback from the marketplace.
-had a cool graphic about how web analytics used to be a side note but now it is becoming the center of the online "experience" which set the tone and buzz word for the rest of the day.
- Omniture brings together Ideas people and technology
-Josh recommended two books Purple Cow and All Marketers Lie
-Feedback from previous years has shown the "verticalisation" or separating out of each of the different companies into verticals has been very effective for implementation and consulting and has realized success at the lunchins in the conference. And allows for best practices for your vertical and not just for Omniture as a whole.
-The Summit 2009 will have allot more executive tracts so bring your CFO's and CEO's next time
- 30% of the global add spending is in this room
Omniture tracks more than 2.2 TRILLION transactions per year
-Omniture has more than 1000 Employees
-Omniture covers over 66% of the most innovative companies
Of the top 2000 websites Omniture only has 3% penetration. Thus we see that the most innovative companies are the ones using Omniture. "You are the innovators"
-Omniture now has 14 international offices
-Josh taught that a 20K contract would does not warrant a full time staff member at Omniture for problem solving. And should become aware of the other options such as Omniture University and consulting groups. Larger contracts can demand better service. Overall Client care has been improved.
-New Technology Alliances: Baidu (they own the Chinese market)Bring Metric-Based Online Marketing to Largest Internet Economy. People buy a lot through COD
-Adobe Partner making sure that we are on the bleeding edge of the web technologies.
Then the time was turned over to jeffery Merrihue the Executive VP Products he has been with Omniture for over 10 years. He gave an intro of the new products
Jeffry Merrihue(President or some big wig at accenture)
Accenture relationship has titened up Words form Jeffry Merrihue: How we can work together, web 1.0 to 2.0, and global best practices. He took a look at the laege companies and most
Take a look at addias, apple for good navigation
Engadgement Rasons for people to come back again, Take a look at the ford virtual showroom.
Nike.com Nike plus Best website. Does wonders on web 1.0 and does wonders in web2.0
You can not give your customers a good experience if you do not have web analytics.
We are ending the era of 1 web site fits all, the future is customixing experiences based upon the viewer.
Accenture and Omniture are buds I bet Omniture wishes to BUY Accenture.
Back to Josh James
Web analytics used to be a side thought, now it has become the center it collects and then passes the information back to the affiliates to provide customized emails, ect based upon how and where they interacted with your site.
Site Catalist Discover and Genesis (over 150 partners) are reporting and analytics
Search Center is campaign Management (over 500 companies are using it) Search Center 3 has
Test &Target is Conversion side Conversion happens on interactive adds, youtuve affiliates and othes are al able to convert in places other than on your dot com.
Brett Error cto and EVP of Products
Release of SC 14
Advanced measurement capabilities for video and rich streaming media
Data Available via web sercices AP!
Enchanced Excell integration
Discover
Advanced segmentation and Analysis workbench
Multi-Dimensional Analysis
Omdemand and On Premise
Genesis (plug and play application)
Global network of more than 130 Partners including Baidu and Adobe
Most Expansive Offering of Marketing Applications, eCommerce Platforms
Search Center
Sophistication and optimization and portfolio optimization
Scenario Analysis
Integrated Natural and Paid Keywords Result
Test and Target
Swiss Army Knife for improving conversion
Combines Technology from touchClarity and Offermatics
Unified solution for testing and behavioral targeting.
Matt Balkin VP Omniture Consulting (the judge with the purple shirt in the middle in the OWAC finals. He was badgered by the Exec VP who on stage seemed to show a bit of friction between the two.....)
Omniture is Customer Driven
Demo of SC 14
Increased visibility of smart search at top
and Left hand bar increased resources
One Click Report mailing
New charts (e.g. bubble charts) – functional in quickly identifying problems
9 new video tracking reports (e.g. MTV case study and demo) – time spent on video
Helps understand where to put advertisement, optimize time of video, etc…
Easily see trending vs. moment slice
Discover – one click from Site Catalyst to same report
Easy to drill down in data
A business application could be how much are we paying to acquire visitors that we have already got? Return visitors using paid search (makes segmentation and cross-selling info easier, affinity-based marketing), there is a lot of talk about engagement measurement – helps understand all of the marketing touch points of where customers or non-customers have been.
Report distribution and publishing functionality with Discover – increases faster time-to-value and more automation.
Genesis – a merger of SC platform and different partners in marketing ecosystem
Able to see info from email marketing campaigns.
Increased ability to create custom segments (e.g. those who have come to site, not bought anything, and not come back in last 7 days) – now can remarket to any data set that you have.
Richness of reports that is all automated. Helps make faster decisions through closed-loop marketing.
Designed by marketers for marketers.
Web Services Reporting API
This allows you to get data (programmatically) via a real-time query.
` You can dynamically take data from SC and put it in widgets, etc…
Chris Knoch – Principle SEM consultant (Probably the most nerdy out of the whole bunch, also the youngest looking But he did a good presentation)
Able to see in one space the same things you would see in MSN, Google, Yahoo, etc.
Able to also customize columns – any info that you would want to edit or insert into the account. Even offline numbers of closed deals, instantly edit budget and immediately pushed info out to all of the engines in action.
Amounts to the most comprehensive, customizable, SEM engine in the market today.
Improved integration between SearchCenter and SiteCatalyst
More easily able to see conversion reports of all channels.
Able to see results of natural vs paid search keywords - and make adjustments
Not just info, but also immediately actionable from the same site (bid on words right there)
Officially launched a portfolio management system. – helps to predict forcast based on past data from the search engines. Able to project optimizations and take action.
Mike Chertudi – Demand Marketing, highlight A/B, multivariate, and Behavioral marketing. Which banner drove the most registration? (The Flight of the Conchords won 43% over Baseline)
Other examples – testing form placement, offers, creatives, monitor the performance, push the ones that are doing the best in real-time.
Thus were the main points of the Opening session,
Rob
-Stressed the importance of receiving feedback from the marketplace.
-had a cool graphic about how web analytics used to be a side note but now it is becoming the center of the online "experience" which set the tone and buzz word for the rest of the day.
- Omniture brings together Ideas people and technology
-Josh recommended two books Purple Cow and All Marketers Lie
-Feedback from previous years has shown the "verticalisation" or separating out of each of the different companies into verticals has been very effective for implementation and consulting and has realized success at the lunchins in the conference. And allows for best practices for your vertical and not just for Omniture as a whole.
-The Summit 2009 will have allot more executive tracts so bring your CFO's and CEO's next time
- 30% of the global add spending is in this room
Omniture tracks more than 2.2 TRILLION transactions per year
-Omniture has more than 1000 Employees
-Omniture covers over 66% of the most innovative companies
Of the top 2000 websites Omniture only has 3% penetration. Thus we see that the most innovative companies are the ones using Omniture. "You are the innovators"
-Omniture now has 14 international offices
-Josh taught that a 20K contract would does not warrant a full time staff member at Omniture for problem solving. And should become aware of the other options such as Omniture University and consulting groups. Larger contracts can demand better service. Overall Client care has been improved.
-New Technology Alliances: Baidu (they own the Chinese market)Bring Metric-Based Online Marketing to Largest Internet Economy. People buy a lot through COD
-Adobe Partner making sure that we are on the bleeding edge of the web technologies.
Then the time was turned over to jeffery Merrihue the Executive VP Products he has been with Omniture for over 10 years. He gave an intro of the new products
Jeffry Merrihue(President or some big wig at accenture)
Accenture relationship has titened up Words form Jeffry Merrihue: How we can work together, web 1.0 to 2.0, and global best practices. He took a look at the laege companies and most
Take a look at addias, apple for good navigation
Engadgement Rasons for people to come back again, Take a look at the ford virtual showroom.
Nike.com Nike plus Best website. Does wonders on web 1.0 and does wonders in web2.0
You can not give your customers a good experience if you do not have web analytics.
We are ending the era of 1 web site fits all, the future is customixing experiences based upon the viewer.
Accenture and Omniture are buds I bet Omniture wishes to BUY Accenture.
Back to Josh James
Web analytics used to be a side thought, now it has become the center it collects and then passes the information back to the affiliates to provide customized emails, ect based upon how and where they interacted with your site.
Site Catalist Discover and Genesis (over 150 partners) are reporting and analytics
Search Center is campaign Management (over 500 companies are using it) Search Center 3 has
Test &Target is Conversion side Conversion happens on interactive adds, youtuve affiliates and othes are al able to convert in places other than on your dot com.
Brett Error cto and EVP of Products
Release of SC 14
Advanced measurement capabilities for video and rich streaming media
Data Available via web sercices AP!
Enchanced Excell integration
Discover
Advanced segmentation and Analysis workbench
Multi-Dimensional Analysis
Omdemand and On Premise
Genesis (plug and play application)
Global network of more than 130 Partners including Baidu and Adobe
Most Expansive Offering of Marketing Applications, eCommerce Platforms
Search Center
Sophistication and optimization and portfolio optimization
Scenario Analysis
Integrated Natural and Paid Keywords Result
Test and Target
Swiss Army Knife for improving conversion
Combines Technology from touchClarity and Offermatics
Unified solution for testing and behavioral targeting.
Matt Balkin VP Omniture Consulting (the judge with the purple shirt in the middle in the OWAC finals. He was badgered by the Exec VP who on stage seemed to show a bit of friction between the two.....)
Omniture is Customer Driven
Demo of SC 14
Increased visibility of smart search at top
and Left hand bar increased resources
One Click Report mailing
New charts (e.g. bubble charts) – functional in quickly identifying problems
9 new video tracking reports (e.g. MTV case study and demo) – time spent on video
Helps understand where to put advertisement, optimize time of video, etc…
Easily see trending vs. moment slice
Discover – one click from Site Catalyst to same report
Easy to drill down in data
A business application could be how much are we paying to acquire visitors that we have already got? Return visitors using paid search (makes segmentation and cross-selling info easier, affinity-based marketing), there is a lot of talk about engagement measurement – helps understand all of the marketing touch points of where customers or non-customers have been.
Report distribution and publishing functionality with Discover – increases faster time-to-value and more automation.
Genesis – a merger of SC platform and different partners in marketing ecosystem
Able to see info from email marketing campaigns.
Increased ability to create custom segments (e.g. those who have come to site, not bought anything, and not come back in last 7 days) – now can remarket to any data set that you have.
Richness of reports that is all automated. Helps make faster decisions through closed-loop marketing.
Designed by marketers for marketers.
Web Services Reporting API
This allows you to get data (programmatically) via a real-time query.
` You can dynamically take data from SC and put it in widgets, etc…
Chris Knoch – Principle SEM consultant (Probably the most nerdy out of the whole bunch, also the youngest looking But he did a good presentation)
Able to see in one space the same things you would see in MSN, Google, Yahoo, etc.
Able to also customize columns – any info that you would want to edit or insert into the account. Even offline numbers of closed deals, instantly edit budget and immediately pushed info out to all of the engines in action.
Amounts to the most comprehensive, customizable, SEM engine in the market today.
Improved integration between SearchCenter and SiteCatalyst
More easily able to see conversion reports of all channels.
Able to see results of natural vs paid search keywords - and make adjustments
Not just info, but also immediately actionable from the same site (bid on words right there)
Officially launched a portfolio management system. – helps to predict forcast based on past data from the search engines. Able to project optimizations and take action.
Mike Chertudi – Demand Marketing, highlight A/B, multivariate, and Behavioral marketing. Which banner drove the most registration? (The Flight of the Conchords won 43% over Baseline)
Other examples – testing form placement, offers, creatives, monitor the performance, push the ones that are doing the best in real-time.
Thus were the main points of the Opening session,
Rob
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