This topic was requested by one of my readers – thanks for the inspiration Dan.
And it comes back to segmentation. And the value derived from measuring your customers/members behaviors across your digital channels, and the impact they could be having on your conversion rates if you don’t segment.
This is a follow on post to my previous one about measuring that elusive engagement. This post focuses on the aspect of applying a score to visitor interactions, as they interact with your content and applications.
Visitor scoring is fairly simple – especially in SiteCatalyst, and by leveraging the data in Discover through segmentation, (and ultimately in SiteCatalyst 15), it’ll give you even more insight into visitor engagement.
Visitor scoring measures and assigns a relative value to individual customers and prospects based on their actions and behaviors over time. You can determine intent and engagement – even before visitors convert.
Once you’ve identified your most valuable visitors, you can dissect their actions to determine the campaigns, keywords, referring sites and offline touch points that engage them – and invest more on these efforts.
One of the most powerful ways to enable an audience connection is through behavioural segmentation.
Many companies today segment from a business standpoint. Don’t get me wrong, this is a good strategy and aligns your measurement and optimisation strategy with your business segmentation model.
Customer / non-customer segments. Product A owners / product B owners. Mosaic-based segments. Geographic segments. Lead / Non-lead segments. These are all typically business-based segments, and you should definitely be segmenting using this methodology if your overall business does.
But I think there’s a higher level of segmentation – behavioural segmentation. Read on to see how we easily achieved this.
One of the fundamental things you need to understand about Omniture SiteCatalyst is the difference between an s.prop and an eVar, and just what events are and when to set them. They are at the heart of the product and provide the ability to customise it to suit your business needs.
If you don’t understand the difference, you’re going to be in a world of pain, and left dazed and confused.
This is, understandably, the most confusing thing to new SiteCatalyst users, and they take a bit of getting used to, especially when you start to combine them all together, but once you understand them, you’ll be on your way to generating custom ones that can really provide insight. Hopefully this post will help out in some small way.
One of the basic features of SiteCatalyst is its ability to track conversions. To do so, you need to use Success Events. The Success Event is generally a counter of something happening on your site. However, there’s a couple of things that should be considered though, when using success events, especially if you’re using it to count things like leads…