Leveraging Analytics for Increased Relevance and Personalization

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Leveraging Analytics for Increased Relevance and Personalization

Erick L. BarneyVP of MarketingMotorcycle Superstore


• Founded in 1997

• Motorcycle Gear, Apparel, Parts and Accessories

• Street Bike, Dirt Bike, ATV, Scooter, Snowmobile

• e-Commerce Pure Play

• Privately Held

• #197 on Internet Retailer’s top 500

Company Profile


Growth Strategy

• Customer Acquisition• SEM, SEO• CSE, Marketplaces• Affiliate Networks• Display Advertising

• Customer Retention / CRM• Email• Loyalty Programs• Direct Mail• Box Inserts• Social Networks


Target Marketing

• Segmentation• Riding Styles• Gender• Geographic• Webtrends VDM

• Personalization• Cart Abandons• Browse History• Search Phrases• Purchase History


Maximize Conversion

• Experience Enhancement Features• Video, 360° and Multi-View• Ratings, Reviews and Question / Answer• Live Chat

• UI/UX Optimization• Navigation and Site Search• Shopping Cart Process• Page Layout and Design

• Data-Driven Merchandising• Product Affinity• Customer Behavioral Data


Dynamic Display Remarketing

• Personalized• Visitor Session Cookie• Items Viewed

• Product Affinity• Alternative• Complimentary

• Cost Structures• CPM• CPC• Rev Share

• View Through• Click Through


Search Entry Merchandising

• Product Page Only

• External Search Phrases

• SLI Site Search Engine

• Broadens Selection


Personalized Email Merchandising

• Cart Abandons• Products Viewed• Related Items• Search Phrases


Onsite Recommendations

• Product Pages – Alternative Products

• Cart Pages – Complimentary Products

• Division Pages – Popular Products


Challenge the Hi.P.P.O. with Data!


Key Takeaways

• From simple segmentation to advanced personalization techniques, any level of increased relevance will always improve results.

• Leverage customer behavioral and product affinity data to maximize conversion potential at all logical touch-points.

• Challenge the Hi.P.P.O. with Data!


Thank You!

Questions?

Leveraging Analytics for Increased

Relevance and Personalization

Erick L. Barney

VP of Marketing

Motorcycle Superstore [email protected]

Leveraging Analytics for Increased Relevance and Personalization

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