I am heading off to D.C. tomorrow morning to attend eMetrics. eMetrics Marketing Optimization Summit is the a premier conference for Online Marketers and Web Analysts. It is a great place to learn from and network with online professionals from around the world.
My Session on Behavioral Targeting
Behavioral Targeting is a topic that I cover extensively on this blog and have spoken on at past eMetrics. In this session I will talk about the benefits of BT to consumers, publishers (site owners) and advertisers. I will show what vendors are available to help with different types of BT and review various aspects of BT, from the available technologies to the tried and true techniques to the preponderance of privacy pains. I will also present 5 step process to successful Behavioral Targeting and is not just limited to online advertising but also how these techniques can be used for onsite advertising and content and product targeting as a part of onsite campaign and email marketing.
If you are going to attending eMetrics, I would love to meet with you. Look for me there or drop me an email (batraonline at gmail.com) with your phone number.
Here is a partial list of other presenters at this conference (I took it straight from Jim Sterne’s email)
Gray Angel, Tim Ash, Douglas Brooks, Jason Burby, Joseph Carrabis, Terry Cohen, Matt Cutler, Justin Cutroni, Bryan Eisenberg, Vanessa Fox, Bill Gassman, Andrew Goodman, Rob Graham, Ann Green, Mike Grehan, Stephane Hamel, Alex Langshur, Pat LaPointe, John Lovett, Neil Mason, Jodi McDermott, Liz Miller, David Millrod, Angel Morales, Jim Novo, Bob Page, Katie Delahaye Paine, Todd Parsons, Laura Patterson, Eric Peterson, Michael Stebbins, Robbin Steif, Pat Stroh, Jennifer Veesenmeyer.
See you guys in DC.
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Showing posts with label eMetrics. Show all posts
Showing posts with label eMetrics. Show all posts
Sunday, October 19, 2008
Wednesday, August 20, 2008
A/B and Multivariate Testing Landscape
In our most recent whitepaper we investigated the current state of A/B and Multivariate testing, focusing on how the practice is currently used and the obstacles companies face in implementing this type of an online strategy.
Our analysis, taken from surveys given at the eMetrics Marking Optimization Summit, found that 52% of online marketing managers are currently engaged in A/B or Multivariate testing and that an even greater percentage plan to begin testing within the next year.
A high-level overview of the findings:
Surprisingly lack of budget was one of the top reasons why companies were not involved in A/B or Multivariate Testing. But if you look at the chart below you will see that companies that do conduct A/B and Multivariate testing find it that it’s worth it. Majority of the respondents who engage in testing said that either it is worth it or can’t live without it. So if you are one of those who think because of lack of budget you can’t do A/B MVT, think again? Your Return will make it worthwhile to do testing. You will be able to move budget from other areas such as Ad spend to A/B testing. Do your ROI calculations. You will be surprised with the positive results you will get with developing a culture of continuous testing.
Our analysis, taken from surveys given at the eMetrics Marking Optimization Summit, found that 52% of online marketing managers are currently engaged in A/B or Multivariate testing and that an even greater percentage plan to begin testing within the next year.
A high-level overview of the findings:
- A variety of testing platforms are considered before making a final decision
- Experiments vary in frequency, page type and page element
- Practitioners often use more than one platform to meet their needs
- Pretest hypothesis often fail
- Lack of Budget was cited as the main reason by those who currently do not do any testing
- Complexity of Tools and lack of best practices were two top challenges faced by those engaged in Testing
- A/B and Multivariate testing is “worth it”
- Behavioral targeting is a small but growing practice
Surprisingly lack of budget was one of the top reasons why companies were not involved in A/B or Multivariate Testing. But if you look at the chart below you will see that companies that do conduct A/B and Multivariate testing find it that it’s worth it. Majority of the respondents who engage in testing said that either it is worth it or can’t live without it. So if you are one of those who think because of lack of budget you can’t do A/B MVT, think again? Your Return will make it worthwhile to do testing. You will be able to move budget from other areas such as Ad spend to A/B testing. Do your ROI calculations. You will be surprised with the positive results you will get with developing a culture of continuous testing.
You can download the whitepaper from ZeroDash1 website.
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Tuesday, May 06, 2008
Site Optimization, Behavioral Targeting and eMetrics
I attended eMetrics on May 4th and 5th.
On May 4th, I taught a full day class on Web Analytics for Site Optimization. This class was a part of the WAA base camp series.
This class showed the tricks, tools and techniques needed to improve the websites, increase engagement and improve conversion rates. Some of the topics that were discussed in this class were
Next day I took the topic of optimization to next step and talked about Behavioral Targeting and how you can use it to increase your online marketing ROI. The topics I covered in my presentations
It is clear that the interest in this topic is increasing. It was evident by the use of this term in several other presentations at the conference and the attendance in my session.
If you missed this presentation and are interested in learning about Behavioral Targeting email me. If you attended the session, I would love to hear your comments and questions.
I wish I could have stayed for the all 4 days of the conference but I had to come back to Seattle to take my US citizenship exam. I am happy to announce that I have I successfully completed the citizenship exam.
On May 4th, I taught a full day class on Web Analytics for Site Optimization. This class was a part of the WAA base camp series.
This class showed the tricks, tools and techniques needed to improve the websites, increase engagement and improve conversion rates. Some of the topics that were discussed in this class were
- Building a measurable site
- Designing for navigation vs. conversions
- Improving online persuasion
- KPIs for ecommerce, content sites, and intranets
- Understanding visitor behavior
- A/B & multivariate testing
- Using advanced metrics such as frequency, recency and latency to increase customer engagement and conversions.
Next day I took the topic of optimization to next step and talked about Behavioral Targeting and how you can use it to increase your online marketing ROI. The topics I covered in my presentations
- What is Behavioral Targeting?
- How does it work?
- What Determines Behavior?
- What can you target?
- Why should we use it?
- Description and examples of Network and Site-Side Targeting
- 5 Step Process for you to successful Behavioral Targeting
- ROI Model – Is BT for you?
- Privacy Issue surrounding BT, results from a survey on privacy and a 5 step process to ensure you don’t run into privacy issues
It is clear that the interest in this topic is increasing. It was evident by the use of this term in several other presentations at the conference and the attendance in my session.
If you missed this presentation and are interested in learning about Behavioral Targeting email me. If you attended the session, I would love to hear your comments and questions.
I wish I could have stayed for the all 4 days of the conference but I had to come back to Seattle to take my US citizenship exam. I am happy to announce that I have I successfully completed the citizenship exam.
Monday, April 28, 2008
eMetrics – Marketing Optimization Summit
I will be at eMetrics – Marketing Optimization Summit on May 4th and May 5th.
On May 4th I will be leading a Web Analytics Association’s Base camp workshop on "Web Analytics for Site Optimization".
This workshop will give you the tricks, tools and techniques needed to improve navigation, increase engagement and improve conversion rates.
On May 5th I will be speaking at emetrics. My topic is "Behavioral Targeting Across Ad Networks and on Your Site".
My session will cover the benefits of BT to consumers, publishers (site owners) and advertisers. I will show what vendors are available to help with different types of BT and review various aspects of BT, from the available technologies to the tried and true techniques to the preponderance of privacy pains. Finally I will walk you through a 5 step process to successful Behavioral Targeting and it is not just limited to online advertising but also how these techniques can be used for onsite advertising and content and product targeting as a part of onsite campaign.
If you are going to be at eMetric, email me so that we can get together. I will arrive on Saturday evening.
See you in San Francisco.
On May 4th I will be leading a Web Analytics Association’s Base camp workshop on "Web Analytics for Site Optimization".
This workshop will give you the tricks, tools and techniques needed to improve navigation, increase engagement and improve conversion rates.
- Building a measurable site
- Designing for navigation vs. conversion
- Improving online persuasion
- KPIs for ecommerce, content sites, and intranets
- Understanding visitor behavior
- A/B & multivariate testing
On May 5th I will be speaking at emetrics. My topic is "Behavioral Targeting Across Ad Networks and on Your Site".
My session will cover the benefits of BT to consumers, publishers (site owners) and advertisers. I will show what vendors are available to help with different types of BT and review various aspects of BT, from the available technologies to the tried and true techniques to the preponderance of privacy pains. Finally I will walk you through a 5 step process to successful Behavioral Targeting and it is not just limited to online advertising but also how these techniques can be used for onsite advertising and content and product targeting as a part of onsite campaign.
If you are going to be at eMetric, email me so that we can get together. I will arrive on Saturday evening.
See you in San Francisco.
Tuesday, October 23, 2007
Behavioral Targeting at eMetrics
Behavioral Targeting (BT), as I predicted earlier this year, has become very common term among marketers. Look at any online marketing events and you will see more than one session on Behavioral Targeting. This was also evident at eMetrics in Washington DC, where a full track was devoted to Optimization and Behavioral Targeting and several other speakers, not in this track, also talked included Behavioral Targeting in their presentations.
In my presentation, I gave an overview of behavioral targeting, what it is, why should marketers get involved with it, the difference between On-Site and Network targeting, who the players are in the market for each type of targeting and also talked about the privacy issues surrounding Behavioral Targeting. I gave several examples showing how business can benefit from Behavioral Targeting. I also outlined a process that you need to follow if you decide to engage in Behavioral Targeting. This is one of the main things that I wanted my audience to take away from this presentation. This process is an outcome of conversations with several customers who have engaged in Behavioral Targeting. To make my point, I cited an example of customer who engaged in Behavioral Targeting network. After running BT ads on one of the leading BT networks, they called me complaining that they were not seeing the value in Behavioral Targeting. After few minutes of conversation it became clear to me that they did not have a proper process in place, they did not fully understand how BT worked and what to expect (one of the reasons of why BT did not work is cited in my previous post titled Size of Your Segment and Network Reach Matters in Behavioral Ad Targeting). Result? A lot of effort, time and money was wasted. So, if you are planning on getting involved with Behavioral Targeting make sure you have a proper process in place (I will outline our process in a future post). (Note: If you were, are or planning to use Behavioral Targeting I would like to talk to you, please contact me at batraonline at gmail.com)
At the end, I showed how on-site Behavioral Targeting can be accomplished without using any third party Behavioral Targeting tools. You can use any Web Analytics tool including Google Analytics, persistent cookies and some coding to get Behavioral Targeting going on your site. This is a great way to try on-site Behavioral Targeting before spending money on third party tools.
If you missed the presentation, don’t worry you will have more chances to hear it in near future. In November I will be doing a free Behavioral Targeting seminar in Seattle so if you are in Seattle area I would love to meet with you there. The final date of the seminar will be posted on this blog and also at ZeroDash1 events page. If you would like to schedule one in your city, email me at batraonline at gmail.com
In my presentation, I gave an overview of behavioral targeting, what it is, why should marketers get involved with it, the difference between On-Site and Network targeting, who the players are in the market for each type of targeting and also talked about the privacy issues surrounding Behavioral Targeting. I gave several examples showing how business can benefit from Behavioral Targeting. I also outlined a process that you need to follow if you decide to engage in Behavioral Targeting. This is one of the main things that I wanted my audience to take away from this presentation. This process is an outcome of conversations with several customers who have engaged in Behavioral Targeting. To make my point, I cited an example of customer who engaged in Behavioral Targeting network. After running BT ads on one of the leading BT networks, they called me complaining that they were not seeing the value in Behavioral Targeting. After few minutes of conversation it became clear to me that they did not have a proper process in place, they did not fully understand how BT worked and what to expect (one of the reasons of why BT did not work is cited in my previous post titled Size of Your Segment and Network Reach Matters in Behavioral Ad Targeting). Result? A lot of effort, time and money was wasted. So, if you are planning on getting involved with Behavioral Targeting make sure you have a proper process in place (I will outline our process in a future post). (Note: If you were, are or planning to use Behavioral Targeting I would like to talk to you, please contact me at batraonline at gmail.com)
At the end, I showed how on-site Behavioral Targeting can be accomplished without using any third party Behavioral Targeting tools. You can use any Web Analytics tool including Google Analytics, persistent cookies and some coding to get Behavioral Targeting going on your site. This is a great way to try on-site Behavioral Targeting before spending money on third party tools.
If you missed the presentation, don’t worry you will have more chances to hear it in near future. In November I will be doing a free Behavioral Targeting seminar in Seattle so if you are in Seattle area I would love to meet with you there. The final date of the seminar will be posted on this blog and also at ZeroDash1 events page. If you would like to schedule one in your city, email me at batraonline at gmail.com
Thursday, May 10, 2007
eMetrics Conference in San Francisco
I am sure a lot of fellow bloggers are writing about eMetrics and if you read each one them you will get a good view of how this conference was. Here is my review of the conference.
I arrived at the conference around 9:00 right before the keynote by Jim Sterne. The keynote was excellent; it set the stage for a great conference.
There were lots of great sessions but one that really got my attention was by Joseph Carrabis’s session. I was not exactly sure what to expect from this session as it was not directly related to web analytics. Joseph is not a marketer he is a research scientist. It was interesting to learn something more than web analytics at eMetrics conference. His insights and views are something that a web analyst, marketing managers, site designers and anybody who has anything to do with site layout should be aware of. If you saw the picture on my blog till yesterday it was facing outwards showing my right cheek. According to Joseph's presentation that was not the best way to present a picture (in person or on the site) so I changed the picture to the one I currently have. Hopefully Joseph will agree that this picture is better (somewhat) than what I had before.
As I wrote earlier I got to meet a lot of people and fellow bloggers. Since I was in a hurry to post last time I did not include links to all these bloggers so here is the list again (with a new addition) and the links to their blogs.
Avinash Kaushik
Aurélie Pols
Bob Page
Chris Gemignani
Clint Ivy
Eric Peterson
Ian Thomas
Jim Novo
Judah Phillips
June Li
Justin Cutroni
Matt Jacobs
Marshall Sponder
René Dechamps
Robbin Steif
Scott Baldwin
Stephane Hamel
Tracey Murell (she will begin blogging soon)
We were suppose to fill a review for each of the sessions, the review forms had only 2 things to review on Material and Presentation and you were suppose to give a rating from 1-5, 5 being the best. Not sure how Jim Sterne will analyze those because it is hard to see why a person gave 1 or 5 without knowing their level of understanding (beginner, intermediate or advanced) of web analytics, their role in the company etc. What a beginner might give 5 might be a 1 by and advanced analyst. Jim, I hope you took a note of my feedback.
Overall the conference was great. Thanks to Jim Sterne, all the volunteers, speakers and attendees and sponsors for making it such a great event.
If have never attended an eMetrics make all attempts to attend the next one, I heard it is getting bigger and bigger every year. This was definitely worth the time and effort.
I arrived at the conference around 9:00 right before the keynote by Jim Sterne. The keynote was excellent; it set the stage for a great conference.
There were lots of great sessions but one that really got my attention was by Joseph Carrabis’s session. I was not exactly sure what to expect from this session as it was not directly related to web analytics. Joseph is not a marketer he is a research scientist. It was interesting to learn something more than web analytics at eMetrics conference. His insights and views are something that a web analyst, marketing managers, site designers and anybody who has anything to do with site layout should be aware of. If you saw the picture on my blog till yesterday it was facing outwards showing my right cheek. According to Joseph's presentation that was not the best way to present a picture (in person or on the site) so I changed the picture to the one I currently have. Hopefully Joseph will agree that this picture is better (somewhat) than what I had before.
As I wrote earlier I got to meet a lot of people and fellow bloggers. Since I was in a hurry to post last time I did not include links to all these bloggers so here is the list again (with a new addition) and the links to their blogs.
Avinash Kaushik
Aurélie Pols
Bob Page
Chris Gemignani
Clint Ivy
Eric Peterson
Ian Thomas
Jim Novo
Judah Phillips
June Li
Justin Cutroni
Matt Jacobs
Marshall Sponder
René Dechamps
Robbin Steif
Scott Baldwin
Stephane Hamel
Tracey Murell (she will begin blogging soon)
We were suppose to fill a review for each of the sessions, the review forms had only 2 things to review on Material and Presentation and you were suppose to give a rating from 1-5, 5 being the best. Not sure how Jim Sterne will analyze those because it is hard to see why a person gave 1 or 5 without knowing their level of understanding (beginner, intermediate or advanced) of web analytics, their role in the company etc. What a beginner might give 5 might be a 1 by and advanced analyst. Jim, I hope you took a note of my feedback.
Overall the conference was great. Thanks to Jim Sterne, all the volunteers, speakers and attendees and sponsors for making it such a great event.
If have never attended an eMetrics make all attempts to attend the next one, I heard it is getting bigger and bigger every year. This was definitely worth the time and effort.
Wednesday, May 09, 2007
Live from eMetrics
At eMetrics in San Francisco I got a chance to meet a lot of fellow bloggers
• Avinash Kaushik
• Aurélie Pols
• Chris Gemignani
• Clint Ivy
• Eric Peterson
• Ian Thomas
• Jim Novo
• Judah Phillips
• June Li
• Justin Cutroni
• Matt Jacobs
• René Dechamps
• Robbin Steif
• Scott Baldwin
• Stephane Hamel
• Tracey Murell (she will begin blogging soon)
I met a lot of them for the first time, we had exchanged emails or talked over the phone in past and it was nice to put a face to the name (Note: Most of pictures of these bloggers you see on their blogs and other sites are old. Disclaimer: My picture is old too, I will be posting a new picture soon). We had a table set aside for bloggers where we all got together over the lunch and talked about blogging and how we can all collectively make our articles and those from yahoo group readily accessible, in one place, for all those who are starting out in this filed (see my articles on Career in Web Analytics for example of types on content).
As most of you already know by now, Eric Peterson announced that he left Visual Sciences to start his own company. When I saw Eric’s badge in the morning (Monday) it did not say “Visual Sciences” so I had a hunch that something like this might be coming but had no idea that he will be announcing it at eMetrics. I would like to congratulate Eric on his new venture and wish him the best.
I will post more about my experience when I return back to Seattle.
• Avinash Kaushik
• Aurélie Pols
• Chris Gemignani
• Clint Ivy
• Eric Peterson
• Ian Thomas
• Jim Novo
• Judah Phillips
• June Li
• Justin Cutroni
• Matt Jacobs
• René Dechamps
• Robbin Steif
• Scott Baldwin
• Stephane Hamel
• Tracey Murell (she will begin blogging soon)
I met a lot of them for the first time, we had exchanged emails or talked over the phone in past and it was nice to put a face to the name (Note: Most of pictures of these bloggers you see on their blogs and other sites are old. Disclaimer: My picture is old too, I will be posting a new picture soon). We had a table set aside for bloggers where we all got together over the lunch and talked about blogging and how we can all collectively make our articles and those from yahoo group readily accessible, in one place, for all those who are starting out in this filed (see my articles on Career in Web Analytics for example of types on content).
As most of you already know by now, Eric Peterson announced that he left Visual Sciences to start his own company. When I saw Eric’s badge in the morning (Monday) it did not say “Visual Sciences” so I had a hunch that something like this might be coming but had no idea that he will be announcing it at eMetrics. I would like to congratulate Eric on his new venture and wish him the best.
I will post more about my experience when I return back to Seattle.
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