Targeted & Customized Online Experience Using Content CampaignsAttaining Global Alignment & Regional Flexibility Using LivePerson Content Targeting
Janet DavilaGlobal eCommerce Product OwnerApril 9, 2014
2
Who We ArePremier Farnell is One Global Company Connected By 3 Primary Brands• Newark element14 in Americas• Farnell element14 in Europe • Element14 in Asia Pacific
• Worldwide Distributor of Electronic Components– Products needed to assemble the next generation of cool new devices
• Over 40 eCommerce Sites in 23 Languages– Manage Across 3 Regional Marketing Groups– Deliver Relevant Content on Each Site
Targeted & Customized Online Experience Using Content Campaigns
3
What We NeedSuccessful Management of Online Experience on a Global Scale• Globally Aligned Best Practices & Guidelines• Regional & Local Language Customization Capabilities
What We Do• Guide Customers Throughout the Online Journey• Online Merchandising
How We Do It Right• Right Audience• Right Place• Right Message • Right Time
Targeted & Customized Online Experience Using Content Campaigns
4
What We Accomplished with LivePerson Content TargetingRan 49 Campaigns Across the Globe within 6 months• 16 Web Sites using 9 Different Languages• Americas Generated Incremental Revenue Over 6 Campaigns within 4 Months
– 1.74% Average Click Through Rate• 15.5% Average Click Through Conversion
– 4.0 ROI
Targeted & Customized Online Experience Using Content Campaigns
5
How We Make Global Work: One Shared Global Console for LivePerson Content Targeting
Start Up Phase• Setup Regions with a single POC for each Group
– Each Region with own cadences, level ofexpertise, & online objectives
– 4 or 5 Users Globally
Growing & Learning• Challenges of Multiple Time Zones• Managing Training Needs of a growing list of users• Communication & Management of Technical Issues on a global scale• Tool Limitations & Working Smarter
Targeted & Customized Online ExperienceUsing Content Campaigns
6
How We Make Global Work: One Shared Global Console for LivePerson Content Targeting
What Works Today • Consistent & Reliable Communication
– Resource Portal on our Intranet• Self-Service: Instructions & Basics• Share Established Best Practices & Guidelines
– Monthly LivePerson Content Targeting User Forum• Sharing Ideas and Current Challenges• Sharing of Campaign Results and Campaigns Ideas
Targeted & Customized Online ExperienceUsing Content Campaigns
7
How We Make Global Work: One Shared Global Console for LivePerson Content Targeting
What Works Today • Global Management of Growing User Base
– Rolled Out Permission Groups– Establish a Marketing POC for Each Region
• Regional Admin & Expert
• Planned Management of Segments, Campaigns & Offers– Planned Out & Managed Deployments– Regular Maintenance & Removal of Expired Content Targeting
• System Keeps 13 Months of Data if components are removed
Targeted & Customized Online ExperienceUsing Content Campaigns
8
What We Do with LivePerson Content Targeting •Guide Customers Throughout the Online Journey
– Festive Greetings– Geo-targeted events (Local Conferences) – Re-register if you have not logged in within 12 months – Messaging for products showing incorrect stock amounts
on specific page types – Product Discontinued Notices– Service Disruption Notice
Targeted & Customized Online ExperienceUsing Content Campaigns
9
What We Do with LivePerson Content Targeting • Online Merchandising
– Promotional Offers » 24 Hour Promotion» Reminder of Promotion on key PDP related to Promotion» Link Promotion to Landing Pages» Banners with Voucher Codes
– Affiliate Partner Promotions» Special Promo codes to visitors coming from
specific affiliate sites» Receive impressions on affiliate sites in
exchange for promotions on our sites
Targeted & Customized Online ExperienceUsing Content Campaigns
10
What We Do with LivePerson Content Targeting • Online Merchandising (Continued)
– AOV Builders: Shown at Shopping Cart » Displays Offer for Discounted item with minimum purchase in cart » Displays Order Code for Bundled Items » Add to Cart Promotion: End Cap/Shopping Aisle Promo
– Supplier / Manufacturer Promotions » Product Proposition Banners» Supplier Banners up selling products » Supplier Banners highlighting
Supplier Specific promos (Gift w purchase)
Targeted & Customized Online ExperienceUsing Content Campaigns
11
What We Do with LivePerson Content Targeting • Online Merchandising (Continued)
– Advertising (Generate Revenue)» Content Targeting Banners included in digital packages
sold for increased exposure on our sites
– Lead Generators» Explain benefits of logging in» Encourage email subscriptions» Register for drawings
Targeted & Customized Online ExperienceUsing Content Campaigns
12
How We Do it Right…• Right Audience• Right Place• Right Message • Right Time
…We Bring it All Together with LivePerson Content Targeting • Segments + Offer = Campaign
– Segments• Right Audience + Right Place
– Offers• Right Message
– Campaigns• Right Time
Let’s Walk Through a Use Case…
...First We Need to Walk Through How We Do it Right
Targeted & Customized Online ExperienceUsing Content Campaigns
13
How We Do it Right ……We Use a Planned Approach with LivePerson Content Targeting
Segments : Right Audience & Right Place• Managing Global Use
– Establish Naming Convention– Label Segments– Use Filters
• Planned Approach to Segments – Minimize # of Segments
Offers: Right Message• Managing Global Use
– Same Offer Across Region, when appropriate• Same Graphic Can be Used for Multiple Languages
• Customize Delivery of Message to Suit– Displaying Messages: Overlay, Peeling Corner, Toaster, Slide Out– Graphic Templates– Custom Graphic– Customized Code for Display + Custom Graphic
Targeted & Customized Online ExperienceUsing Content Campaigns
14
How We Do it Right ……We Use a Planned Approach with LivePerson Content Targeting
Campaigns: Right Time• Managing Global Use
– Use Same Name as Segments• Planned Approach to Campaigns
– Single Campaign with Multiple Locally Customized Offers across a Multiple Sites
– Set Time Frame, Amount of Time, & Frequency in which Visitors See Message
– Weight Message Against other LiveCampaigns
Now Let’s Walk Through a Use Case…
Targeted & Customized Online ExperienceUsing Content Campaigns
15
Use Case: Shopping Cart AOV Builder Promotion (Add To Cart) • Segments + Offer = Campaign
– Segments: Right Audience + Right Place• Visitors who have landed on a Group or Category of URLs
Targeted & Customized Online ExperienceUsing Content Campaigns
16
Use Case: Shopping Cart AOV Builder Promotion (Add To Cart) • Segments + Offer = Campaign
– Campaigns: Right Time• Start & End Date• Control Group• Cap for Visitor Impressions• Cap for Session Impressions• Weighted Against Other
Campaigns
Targeted & Customized Online ExperienceUsing Content Campaigns
17
Use Case: Shopping Cart AOV Builder Promotion (Add To Cart) • Segments + Offer = Campaign
– Offers: Right Message• Configure Customized
Graphic Features
Targeted & Customized Online ExperienceUsing Content Campaigns
18
Use Case: Shopping Cart AOV Builder Promotion (Add To Cart) • Segments + Offer = Campaign
– Offers: Right Message• Use a Banner Template• Customized Graphic
Targeted & Customized Online ExperienceUsing Content Campaigns
19
Use Case: Shopping Cart AOV Builder Promotion (Add To Cart) • Segments + Offer =
Campaign– Offers: Right Message• Configure Customized
Graphic Features– Offer Name– Segment– Redirection URL– Image URL for
Custom Image– Configure Settings– Advanced Settings
» Light Box» Collapse after x
Seconds
Targeted & Customized Online ExperienceUsing Content Campaigns
20
Use Case: Shopping Cart AOV Builder Promotion (Add To Cart) • Segments + Offer = Campaign
– Appears for Specific Visitor Segment– Adds Item to Cart On-Click
Targeted & Customized Online ExperienceUsing Content Campaigns
21
Use Case: Shopping Cart AOV Builder Promotion (Add To Cart) • Segments + Offer = Campaign
– Reporting Results• Report by Campaign• Report by Offer
– Americas Generated Incremental Revenue Over 6 Campaigns in 4 Months
• 1.74% Average Click Through Rate– 15.5% Average Click
Through Conversion• 4.0 ROI
Targeted & Customized Online ExperienceUsing Content Campaigns
22
Q&A
Targeted & Customized Online ExperienceUsing Content Campaigns
Top Related