Today's online marketplace is crowded, with demand generation and advertising costs rising as conversion rates drop. Online visitors are becoming savvier, their expectations are higher, and their attention spans are getting shorter. Today you must give visitors what they need, when they want it, or they will be gone in a flash.

In the face of these daunting trends, Kefta is working closely with leading marketers to create value through the development of targeted relevance for their site visitors. Through this improved visitor experience, we are helping marketers to reverse the trends in conversion rates and fundamentally re-define success for the online channel.

To talk to one of our representatives or to see a demo, contact us.

Below are some of the frequently asked questions and answers for marketers who are considering Kefta and our dynamic targeting solution.

• What are the key benefits to the Dynamic Targeting solution?
• How can one start without getting too complicated or spending too much?
• What benefits are there to consolidating personalization efforts?
• How is Dynamic Targeting different than personalization software?
• How is Dynamic Targeting different than multivariate testing?

What are the key benefits to the Dynamic Targeting solution?

• Results. Sustainable, long term increases to site-wide conversion and revenue are accomplished only through the delivery of targeted and optimized visitor experiences. Our clients tend to achieve double-digit ROI figures, and because of this, decide to remain with us and develop the sophistication of their campaigns.
• Flexibility to choose the breadth of deployment to your site. From one page to the entire visitor experience.
• Flexibility to choose the depth of visitor segmentation and profiling. From simple to very comprehensive. Most clients start with a smaller number of dimensions and then build upon the ones that prove to provide the greatest degree of benefit to their business.
• Ease of deployment. All hosted services boast this as a benefit, but Kefta takes this to a new level by providing assigned resources responsible for the success of each of their clients and each of their campaigns.

How can one start without getting too complicated or spending too much?

The Kefta Dynamic Targeting solution is unique in its ability to deliver extremely flexible personalization campaigns. For new customers, this flexibility is typically seen in their ability to create simple, cost effective pilot campaigns that they can use to gauge ROI and success. Then, as success is generated and the pilot turns into a long-term relationship, all of the learning and prior deployment efforts are used as the foundation for taking the next step forward.

What benefits are there to consolidating personalization efforts?

Site visitors share information with online marketers with each and every step they take in the unfolding story of a purchase. By using different personalization delivery mechanisms across your visitor experience, you create silos of information, each needing to learn about the visitor's needs without knowing what the other already knows. By combining your personalization efforts you can create a deep, long-term learning of visitor success factors throughout the entire visitor purchase decision cycle.

How is Dynamic Targeting different than personalization software?

Simply put, the technology Kefta deploys was created by marketers, for marketers. From the beginning, we knew that deployments had to be easy, flexible in their nature, able to deliver across the entire visitor experience, on and off-site, and provide marketers with the control to succeed without cross-organizational dependencies.

Clients tell us that software solutions are fraught with long, expensive deployment processes, they tend to create IT dependencies, and they potentially have limitations with regard to their targeting and delivery capabilities.

How is Dynamic Targeting different than multivariate testing?

Kefta does use several forms of testing, including multivariate testing, but these tests are typically conducted within visitor groups and not blindly across all visitors. Through our long history, we've found that the relationship of the visitor and his/her needs is primary, and the page is merely one of the possible delivery vehicles. Contrasting this, blind, untargeted multivariate tests view the page as the primary relationship and therefore produce two key flaws:

1. Results are inconclusive as to their long-term benefit. Since visitors are randomly tested, it's a necessary assertion that all site traffic is homogeneous as to their needs and expectations. Not only is this contrary to virtually all marketing learning, it can only tell you "on average" what worked best given the makeup of traffic that entered the test. As soon as the "average" makeup of traffic changes, the results become invalid, and potentially worse than the initial design.
2. Results are less powerful than they would be if testing were implemented within each segment. This is because the blind, untargeted multivariate test will simply produce a best recipe that is only best for the larger of the visitor segments, at the expense of all other visitor groups. Other visitor groups will typically experience a reduction in conversion. However, since this type of test doesn't have the sophistication necessary to view details, it will direct marketers to make potentially meaningful mistakes.

Browse our glossary to learn more about content targeting and website personalization techniques.

Website Personalization

The delivery of a customized visitor experience based upon attributes and behaviors of a site visitor as a means to drive improvements to conversion rates and revenue. The delivered experience creates relevance to the visitor by providing information and solving problems that are specific to their needs.

Content targeting

Content targeting refers to the act of changing content for each individual visitor based upon their segmentation, site behavior, and campaign business rules. The goal is to deliver highly relevant content for each visitor. This relevance is a key driver for building conversion rate optimization for Kefta Dynamic Targeting clients

Dynamic targeting

Dynamic Targeting is a hosted solution developed by Kefta that leverages the best of website personalization and behavioral targeting to drive increases in online conversion and revenue. This unique approach has been proven effective in numerous industries for more than 7 years.

Behavioral targeting (behavior target, behavioral targeting, behavioural targeting)

The actions, purchases, and pages visited on a website are often used as an aspect of the personalization process for online businesses that benefit from developing a long-term repeat-purchase relationship with their customers. As compared to attributes of a site visitor, which are factors that tend not to change, behaviors are used as a changing mechanism to progress a personalization campaign from one chapter in the story to the next.

Conversion rate optimization (conversion optimization)

The practice of testing different attributes of visitor experience in the attempt to increase conversion rates. Generally, this is seen as a more advanced strategy than simple page-based tests such as A|B and multivariate tests. Here, marketers are deploying direct marketing- and conversion rate-based marketing strategies, viewing the visitor and his/her relationship throughout the entire customer lifecycle, from demand generation through purchase.

Demographic targeting

Attributes of a website visitor, such as age, gender, income, race, etc. are typically used as multiple dimensions that can be integrated into a comprehensive visitor segmentation strategy, which can be very powerful if the website attracts a widely heterogeneous audience.

Explicit personalization

A customized experience based upon a user described, self-selected value. For example, on a travel site, when a user selects the nearest airport and the site delivers personalized flight information for that airport.

Extra-site targeting

Content targeting using assets that are not inherently part of a website property for a personalization campaign. This commonly includes the use of layers and pop-ups.

Implied personalization

A customized experience based upon a user attribute or action that infers a likely need. For example, a user who uses keywords with terms like "discount" or "cheap" can be inferred as being a price sensitive potential customer that would benefit from a personalized experience that carries this theme in the choice of text and image.

Automated optimization

The act of employing an algorithmic method of directing increasing flows of traffic to options that are proven to achieve website objectives most efficiently. This typically is viewed as a campaign delivering more traffic to recipes that deliver greater conversion rates or revenue, within each visitor segment.

Business rules

Statements that define or constrain personalization decisions, usually expressed as if-then statements. Often business rules are part of a larger set of definitions or constraints surrounding personalization programs.

A|B Testing (AB Testing, A B Test, A/B Test)

Sometimes referred to as "split tests," an A|B optimization test is black-and-white comparison that attempts to determine the impact that one site element, e.g. design or content, has over another version. This type of test is best suited for understanding how a very small number, usually two, of dramatically different variables are perceived by visitors.

Multivariate test

Where A|B tests compare black and white differences, multivariate tests look at the varying shades of gray. Typical multivariate tests are designed to look at a larger number of placeholders on a page, and test variants of each. The potential number of permutations to be tested can grow very quickly.

As test participants are selected randomly, this method assumes that an "average" visitor exists and that a site can be tailored for that average. That is, the "best recipe" will produce a reduced effectiveness in the new design for many visitors at the expense of the success for others. The larger of the groups will typically outweigh the success or failure of smaller groups.

Off-site targeting

Content targeting using assets that are not a part of a website property for a personalization campaign. This commonly includes the use of emails and behaviorally targeted banner ads.

Online conversion rate

The rate at which site visitors "convert" to being a customer. Calculated as the number of sales (conversions) divided by the number of visitors, during a specific period of time.

On-site targeting

Content targeting on a website property for a personalization campaign; from a single page to the entire site. This can include images, text, code on the page, layout, and many other attributes of the visitor experience.

Referral source

The available HTTP and inbound click information available to a website as a visitor enters. Although there are a vast number of data points available to marketers, ones that are commonly used for personalization campaigns include: paid and organic keyword clicks from a search engine, referring domains from top linking sites and affiliates, tracking codes from banner ads and emails, native browser language, operating system.

Visitor Segmentation

The act of separating site visitors based upon groupings of similar needs or attitudes towards the offering. Where the total of all site visitors have quite varied needs and expectations, the members of each segment have a more or less homogeneous view of a sites offering. Because of this separation, marketers can accurately model consumer behavior and target their demand generation efforts.