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Erick Barney, Motorcycle Superstore
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© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Leveraging Analytics for Increased Relevance and Personalization
Erick L. BarneyVP of MarketingMotorcycle Superstore
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
• Founded in 1997
• Motorcycle Gear, Apparel, Parts and Accessories
• Street Bike, Dirt Bike, ATV, Scooter, Snowmobile
• e-Commerce Pure Play
• Privately Held
• #197 on Internet Retailer’s top 500
Company Profile
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Growth Strategy
• Customer Acquisition• SEM, SEO• CSE, Marketplaces• Affiliate Networks• Display Advertising
• Customer Retention / CRM• Email• Loyalty Programs• Direct Mail• Box Inserts• Social Networks
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Target Marketing
• Segmentation• Riding Styles• Gender• Geographic• Webtrends VDM
• Personalization• Cart Abandons• Browse History• Search Phrases• Purchase History
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Maximize Conversion
• Experience Enhancement Features• Video, 360° and Multi-View• Ratings, Reviews and Question / Answer• Live Chat
• UI/UX Optimization• Navigation and Site Search• Shopping Cart Process• Page Layout and Design
• Data-Driven Merchandising• Product Affinity• Customer Behavioral Data
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Dynamic Display Remarketing
• Personalized• Visitor Session Cookie• Items Viewed
• Product Affinity• Alternative• Complimentary
• Cost Structures• CPM• CPC• Rev Share
• View Through• Click Through
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Search Entry Merchandising
• Product Page Only
• External Search Phrases
• SLI Site Search Engine
• Broadens Selection
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Personalized Email Merchandising
• Cart Abandons• Products Viewed• Related Items• Search Phrases
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Onsite Recommendations
• Product Pages – Alternative Products
• Cart Pages – Complimentary Products
• Division Pages – Popular Products
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Challenge the Hi.P.P.O. with Data!
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Key Takeaways
• From simple segmentation to advanced personalization techniques, any level of increased relevance will always improve results.
• Leverage customer behavioral and product affinity data to maximize conversion potential at all logical touch-points.
• Challenge the Hi.P.P.O. with Data!
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Thank You!
Questions?
Leveraging Analytics for Increased
Relevance and Personalization
Erick L. Barney
VP of Marketing
Motorcycle Superstore [email protected]
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage