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Targeted & Customized Online Experience Using Content Campaigns Attaining Global Alignment & Regional Flexibility Using LivePerson Content Targeting Janet.

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Presentation on theme: "Targeted & Customized Online Experience Using Content Campaigns Attaining Global Alignment & Regional Flexibility Using LivePerson Content Targeting Janet."— Presentation transcript:

1 Targeted & Customized Online Experience Using Content Campaigns Attaining Global Alignment & Regional Flexibility Using LivePerson Content Targeting Janet Davila Global eCommerce Product Owner April 9, 2014

2 2 Who We Are Premier 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 3 What We Need Successful 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 4 What We Accomplished with LivePerson Content Targeting Ran 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 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 of expertise, & 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 Experience Using Content Campaigns

6 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 Experience Using Content Campaigns

7 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 Experience Using Content Campaigns

8 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 Experience Using Content Campaigns

9 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 Experience Using Content Campaigns

10 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 Experience Using Content Campaigns

11 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 subscriptions »Register for drawings Targeted & Customized Online Experience Using Content Campaigns

12 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 Lets Walk Through a Use Case…...First We Need to Walk Through How We Do it Right Targeted & Customized Online Experience Using Content Campaigns

13 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 Experience Using Content Campaigns

14 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 Live Campaigns Now Lets Walk Through a Use Case… Targeted & Customized Online Experience Using Content Campaigns

15 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 Experience Using Content Campaigns

16 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 Experience Using Content Campaigns

17 17 Use Case: Shopping Cart AOV Builder Promotion (Add To Cart) Segments + Offer = Campaign –Offers: Right Message Configure Customized Graphic Features Targeted & Customized Online Experience Using Content Campaigns

18 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 Experience Using Content Campaigns

19 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 Experience Using Content Campaigns

20 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 Experience Using Content Campaigns

21 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 Experience Using Content Campaigns

22 22 Q&A Targeted & Customized Online Experience Using Content Campaigns


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