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

Targeted & Customized Online Experience Using Content CampaignsAttaining Global Alignment & Regional Flexibility Using LivePerson Content Targeting

Janet DavilaGlobal eCommerce Product OwnerApril 9, 2014

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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

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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


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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


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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

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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


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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


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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


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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


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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)


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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


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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


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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


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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…


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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


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– Campaigns: Right Time• Start & End Date• Control Group• Cap for Visitor Impressions• Cap for Session Impressions• Weighted Against Other

Campaigns


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– Offers: Right Message• Configure Customized

Graphic Features


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– Offers: Right Message• Use a Banner Template• Customized Graphic


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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


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– Appears for Specific Visitor Segment– Adds Item to Cart On-Click


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– 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


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Q&A


Documents

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