*Live notes of David Sadigh’s talk, possibly incomplete or misunderstood. Standard disclaimer, you know the drill.*
Who was connected to the Internet in 95?
Internet users get the same content, however they behave. But people are different! They should get different content.
– homepage bounces
– marketing and e-marketing campaigns are not well-optimized
98% of visitors leave an e-commerce site without buying.
2008: billions invested to drive more people to these websites. Lots of traffic but not enough sales. We would never accept results like that offline, why do we accept them online?
We don’t focus on user retention and customer experience.
Opportunity: sell more by delivering more relevant content.
Techniques: intentional, geographic, event, behavioral targeting. Push.
Intentional targeting example: you type “family holidays in Italy” in Google, and you get a sponsored link. When you click on it, you would land on the website but get a photo of a family instead of a boat on the sea in the header: that’s intentional targeting.
*steph-note: bunch of stuff on what is more clickable amongst certain Nespresso images.*
It’s not about clickthrough, though, but about sales. Or page views by a specific user.
*steph-note: a very quantitative approach, which is personally not very appealing to me, but which I understand is crucial for business settings today.*