Magento个性化营销自动化和分析用户指南（英文版）.pdf

About the Author Hassan Bawab is the founder and CEO of Magic Logix, a Dallas, Texas based agency specializing in customized marketing automation solutions for businesses worldwide. Born in Lebanon, Mr. Bawab arrived on the automation scene in 1999 by way of Fedex, where he was Sr. Technical Analyst and Engineer in charge of fedexkinkos, and where his passion for all things digital was sparked.After the successful launch of Magic Logix in 2004, Mr. Bawabs entrepreneurial ambition continued. He has since developed several other businesses that will debut in 2014. Key to Hassan Bawabs success is his passion for innovation and his ability to incorporate trend-setting technology into the field of web development and marketing automation. Mr. Bawab has been named one of Dallas “40 Under 40” top business executives by the Dallas Business Journal in 2011. Mr. Bawab is a trusted resource in the industry and often spends his free time as a consultant for Top 1000 Fortune companies. He has been honored as a guest lecturer at global events and conferences, and locally at The University of North Texas, The University of Texas at Dallas, and Southern Methodist University. He is the author of “How to Work with a Digital Marketing Agency” and has written numerous articles on automation technologies that have become industry dogmas. Hassan BawabCONTENTS Introduction Low-Hanging Fruit Adding Marketing Automation to Your Ecommerce Website Introduction to Magento Ten Magento Tools for Personalization Improving Personalization Via Data and Analytics Facebook Graph Search Conclusion 1. 2. 3. 4. 5. 6. 7. 8.The magenT o users guide T o personaliza Tion, markeTing auT oma Tion, and analyTics 4 Hubspot the undisputed master of ecommerce personalization is Amazon. Did you browse through patio furniture on Amazon this week? Expect an email to come your way with patio furniture recommendations. Did you just finish reading War and Peace? Amazon will ask you to post your review soon. the biggest online store on the planet uses personalization and dynamic contextual content for one simple reason: It works. the days when ecommerce sites show the same content to every visitor are drawing to a close, and buyers can now expect a personalized shopping experience, along with personalized emails and personalized shopping carts. IntroductionThe magenT o users guide T o personaliza Tion, markeTing auT oma Tion, and analyTics 5 Hubspot Ecommerce giants like Amazon and wal-mart arent the only ones learning to use personalization. Medium- and small-sized businesses can learn how to effectively implement personalization on their ecommerce sites, toowithout the tech budgets of Amazon. thats what this ebook is all about. w ell walk you through implementing personalization for your own online business, one step at a time. the tips contained within this guide will apply to every ecommerce website, but well be focused especially on sites built on magento, the open-source ecommerce content management system that ebay recently acquired. the platform has been steadily gaining in popularity as web masters realize how powerful it is. Are you ready? Lets start at the beginning.The magenT o users guide T o personaliza Tion, markeTing auT oma Tion, and analyTics 6 Hubspot What is Personalization? “personalization” and “dynamic contextual content” can refer to a broad range of things, both on your website and in your marketing. For example, you can personalize your website so that when a customer logs in to his or her account, s/ hes immediately greeted with product recommendations tailored according to past purchases. You can personalize your emails, as well, with marketing automation techniques that make people on your email list more purchase-ready. social media messages can also be personalized, such as by (1) targeting specific sub-groups of your fans or by (2) learning more about your fans and creating content that theyll be more likely to like, share, retweet, or comment on.The magenT o users guide T o personaliza Tion, markeTing auT oma Tion, and analyTics 7 Hubspot Over the course of this ebook, well cover all these different types of personalization, along with learning how to track the results of your personalization efforts. Well look at personalization from two different angles: All along the way, well provide you with additional resources that expand upon our points and will help you with your efforts. 1. The Marketing Angle what types of personalization should you use? How can you make your personalized marketing more effective? What are some proven methods of using personalization across different marketing channels? 2. The Tech Angle How do you actually implement personalization for your ecommerce site? what software do you need? what extensions for your website should you think about? How do you set up tools like Google Analytics to track your results?The magenT o users guide T o personaliza Tion, markeTing auT oma Tion, and analyTics 8 Hubspot Why Use Personalization? “ok, so Amazon and w al-mart use personalization, great. but theyre multi-billion- dollar-per-year corporations. Im just a small business. my customers dont care about personalization.” You might have an objection like this one in mind. Your concerns might be that personalization will be: Lets address these objections one at a time. Too expensive to implement Too much of a headache to keep up with Not right for your business or organization Personalization is too expensive some types of personalization are expensive and wont be right for every business. However, plenty of inexpensive ways to provide personalized content to your customers and prospective customers exist.The magenT o users guide T o personaliza Tion, markeTing auT oma Tion, and analyTics 9 Hubspot Personalization requires too much effort Again, there are simple ways to create personalized content that are really not difficult. Even segmenting your email list into just two or three parts, for example, is a much better long-term strategy than sending out huge email blasts to your whole list every time. Furthermore, while personalization does take some more effort, includes a learning curve, and will be something youll need to keep up with and track over time, youll be well rewarded for all your hard work. see the next point on this list. Personalization isnt right for my business Now thats where youre wrong! When “personalization” first started gaining attention a few years ago, search Engine w atch published a post stating that personalization was increasing conversion rates by up to 70%, while at the same time reducing the cost of pay-per-click campaigns by up to 50%. those are some impressive numbers. The numbers suggest that everyone can benefit from personalization, even if they only implement a little.The magenT o users guide T o personaliza Tion, markeTing auT oma Tion, and analyTics 10 Hubspot Here are some other statistics that should catch your interest: Source: Janrain/Harris InteractiveThe magenT o users guide T o personaliza Tion, markeTing auT oma Tion, and analyTics 11 Hubspot Understand a New Buzzword: Context Marketing before you narrow your view of personalization and think that it only has to do with those emails that say, “You bought X? Buy Y for half-off!” or cookies that show certain products when a customer logs back into your website, you also should learn about the term “context marketing.” Lately, the marketing world has been abuzz talking about “content marketing.” In a nutshell, content marketing is any content provided to customers or fans that is designed to be useful, humorous, or otherwise adds value to the customers life. A free white paper is a great example of content marketing, as is a blog post, an infographic, or a Facebook meme. Nowadays, content marketers are adding another new term to the mix: context marketing. context marketing says that content marketing is only effective when its in the right context. You may have a great blog post about dealing with a break-up in a healthy way, but additional research might show that women, ages 25 - 34, with a college degree and during the winter, are most likely to read and respond to such a post. In other words, its not just the content you think about, but also the context that makes the content work. “context marketing,” then, is really just another way of talking about and thinking about personalization.The magenT o users guide T o personaliza Tion, markeTing auT oma Tion, and analyTics 12 Hubspot Four Great Examples of eCommerce Sites That Do Personalization Right t o get you brainstorming and inspired, take a look at these sites that really do personalization right. Amazon Yes, weve already mentioned the giant here, but Amazon is worth mentioning here again. some of the personalization tricks that Amazon uses: Customers who bought X also bought Y: when you browse through products at Amazon, the site is always looking to upsell you. At the bottom of a product description, youll see buying suggestions based on what youre looking at. Shopping cart abandonment reminders: Have you ever loaded your Amazon shopping cart with products, then decided to sleep on it? You might forget that there are items in your cart, but Amazon doesnt. A few days later, expect to see a reminder email letting you know that youve still got those products in your cart and that there are some other great deals on similar items. What did you think about X? Amazon has found that product reviews really help to move merchandise. For that reason, theyll ask you to review your purchase a few days after you buy it. Welcome back! Personal recommendations for you. As soon as you get to the site, Amazon tailors what you see on the home screen with products that are similar to your past purchases. Do you read science fiction? Your Amazon home page will likely remind you to pre-order the next book from your favorite sci-fi author.The magenT o users guide T o personaliza Tion, markeTing auT oma Tion, and analyTics 13 Hubspot Air New Zealand unless youre a Kiwi, you probably havent heard of Air New Zealand. If you do fly this airline, though, youve probably been treated to emails that are much more personal and friendly than the standard “Its time to check in” email youre used to getting from an airline. the email that Air New Zealand sends to its customers includes far more than just gate numbers and boarding times. the companys emails are tailored based on your destination, suggesting cultural sites to take in, restaurants to visit, pictures from the locale, and weather updates. (see? thats “context marketing” in action!) the emails get a 69% open rate and a 38% click ratenumbers that make most marketers drool. Paramore paramore is an American rock band that has fans all over the world. their site is no Amazon or wal-mart, but they still use simple personalization techniques to make buying their merchandise easier. when you shop paramore t -shirts and music, youll see prices in your own country, with shipping rates based on your location. using geo-location is an example of personalization thats easily accessible to everyone.The magenT o users guide T o personaliza Tion, markeTing auT oma Tion, and analyTics 14 Hubspot L Oreal Make-up seller LOreal, meanwhile, thinks it can figure out what color eyes you have based upon your browsing history and previous interactions with the site, and will then serve you make-up advice based on that data. Although thats a little creepy in an Edward snowden/NsA kind of way, think about the implications for the cosmetics business. The first thing a visitor to LOrealParisUSA sees is the temperature and the weather in the local area; the second thing the visitor sees are beauty tips related to the forecast. on the day we visited the site, for example, it was cloudy and cold on the East coast of the u.s. Loreal suggested a “cloudy Day pick-me up” nail polish tip. whats that called, class? If you said “context marketing,” give yourself a point! these four sites make up just a sample platter of the types of personalization that ecommerce sites large and small are implementing. With a little effort, you can learn from their successes.The magenT o users guide T o personaliza Tion, markeTing auT oma Tion, and analyTics 15 Hubspot Low-Hanging Fruit: Easy Ways to Add Personalization Without Much Work one of the reasons ecommerce website owners have avoided adding too much personalization is that it sounds like a lot of work. Indeed, some types of personalization, such as relying upon marketing automation software, can get expensive and complex. However, there are ways in which websites and marketing messages can be changed easily and immediately without too much effort. Here are four low-hanging personalization fruits that you can implement right now. Change your email sign-up form Ecommerce sites struggle between the extremes of asking for too much information as part of their email sign-up process and asking for too little. Its a well-known fact that short email sign-up forms build email lists faster, and thats important for every ecommerce site. However, when all you ask for is an email address, the only data you get is an email address. An email address by itself doesnt tell you anything about how to personalize a marketing message to your new subscriber. what you want to do is to create an email sign-up form that accomplishes two tasks: (1) It allows you to personalize the messages you send to your new subscriber, while (2) not turning off potential subscribers by asking for too much information.The magenT o users guide T o personaliza Tion, markeTing auT oma Tion, and analyTics 16 Hubspot Start by eliminating all the optional fields from your sign-up forms that arent really necessary. For example, do you really need someones first and last name? the truth is that you probably dont need their last names, so eliminate that field. Do you need their mailing address before they ever make a purchase from your site? No, you dont really need that yet, so eliminate that, too. Are they actually going to take the time to fill out your list of fifteen different checkboxes naming their interests? As soon as they see that pile of checkboxes, theyll already start to get annoyed. Instead, keep it simple and ask them what theyre going to use your content for. For example, if youre offering a free guidebook on tools, ask them what they plan to build. If they say “a deck,” then you can send them information on hammers in the future, not jackhammers. Finally, why are you asking them ho