legend of the hidden audiences: web personalization at ca technologies

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• Thiswebinarisbeingrecorded!Slidesandrecordingwillbesenttoyouafterthewebinarconcludes.

• Haveaquestion?Chatinthebottomleft,andI’llgettoyourquestionsafterthewebinar.

• Postingtosocial?Useourhashtag- #mktgnation

Housekeeping

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Agenda

TheLegendoftheHiddenAudience

Engagingvisitorstoincreaseconversions

Common(andnotsocommon)usecasesofwebsitepersonalization

Startingyourownexpedition

Mike BrownPrincipal Product Marketing ManagerMarketo, Inc.

Jose Barboza ParragaDigital Marketing Personalization and Communications Design CA Technologies, Inc.

Digital Transformation has changed everything

Winning means delivering Personalized and Authentic experiences at scale

Ads

Content

Events

Email

98% of your prospects are anonymousB2B 35,000 avg. monthly unique / 33,614 are anonymous

B2C 160,000 avg. monthly unique / 156,800 are anonymous

The Hidden Audience

ANONYMOUS VISITORS

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Website Personalization

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Web Personalization

Convertthose youdon’tknow(ANONYMOUS)

Engagethoseyoudoknow(KNOWN)

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Web Personalization Use Cases

Location Vertical KnownLead

DemoOffersCaseStudiesLocalEvents

Account-Based

WhitePapers

Behavioral

SpecialDeals

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Location - Tricentis

JoinEventinWellington!

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Location - Tricentis

JoinEventinBrussels!

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Vertical - Commvault

DefaultSite

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Vertical - Commvault

HealthcareVisitors

390%Increaseinaveragetimespentonsitewithpersonalizedpages

33%Liftinconversionratesforpersonalizedcampaigns

Visitorspresentedwithpersonalizedcontentconvert5Xmorethanavg.

Website Personalization

Our Journey

We learn from our web traffic

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Website visitors bring a treasure trove of data with them

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Howweengagethehiddenaudience

In-ZonePersonalization

Personalizeyoursiteorganically

Seamlesslyintegratedintothepage

Ourtargetaudiencesegmentseesthisplaylistofvideos

WebPersonalizationWidgets

Presentspersonalizedmessagingandcontenttotargetedsegmentsonoursite

CA World Conference

Personalizingforknownvisitors

Addingasurveyforvisitorsalreadyregistered…

CA World 2015

Personalizingforknownvisitors

…andsharingresultsbackwiththem

CA World 2015

CA World 2016CA.comLogin Support PPM

AppEconomy PartnersRewriteAdvancedAuth

AgileTraining ProductList

AgileTrainingNotFound

AgileManagement CAWorld2016

12CampaignsTunedtopageaudience

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81%INCREASEINIMPRESSIONS

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CA.comLogin NotFound

Interesting use cases we explored

Personalizingbasedonreferringlink

ProvidinginformationtohelpRallycustomersthroughouracquisition

Yourwebsiteisyourmostuntappedpotential

Thetechnologyexiststoeasilypersonalizepagesinreal-time

Higherengagementrates,conversionsandrevenue

Summary

AnyCMS,ZeroIT

Real-TimeCampaignsinSeconds

LeverageExistingDataandContent

Getting Started is Easy!

Thank you.

Web PersonalizationThe Legend of the Hidden Audience