How this demo works
Welcome to Robot Cake
For the purposes of this demo we've created Robot Cake,
a ficticious company that sells a wide variety of robots. Because they offer
such a wide variety, their challenge is how to focus their website content for customers
with widely divergent needs. By using behavioral targeting, they can listen
to the interests their customers are expressing through their choices of what they
click on, and offer them content specifically focused to appeal to them.
What This Demo Shows
This is a greatly simplified demo of behavioral targeting. By
clicking on
the robots above, you express which products and solutions you're
interested in.
Based on your interests, the demo uses behavioral targeting to select from different
pieces of dynamic content to be placed in
the dashed area at the top of the page.
(We could be customizing all or most of the page for you, but we need room for the
other things we're showing you.)
It's important to understand that - to make things as simple as possible - this
demo uses a single link for each type of interest, but in actual implementations
each page of the site helps shape the customer's interest profile, usually along
multiple lines of interest. Each of the robots in this demo might be an entire
area of the Robot Cake website.
This demo is built in Sitecore, but the same methodology applies to
any behavioral targeting system. Contact Searchlight Group
for information on adding behavioral targeting to your website.
Your Interest Profile
We're also showing you some of the aspects of behavioral targeting that are normally
hidden from customers. The pie chart at the top of the page allows you to
view your own interest profile, so that you can see how your clicking behavior tells
us about your interests.
Your Attention Span
You can use the slider just below the pie chart to adjust
your "attention span".
The attention span is just that - how long your customers stay interested in a particular
topic.
For businesses with long sales cycles and long term relationships with their customers,
such as many B2B businesses, the attention span will be longer, and you should take
into account the interests that customers have expressed for a longer period.
For businesses with short sales cycles and quickly changing customer needs, such
as many B2C businesses, the attention span will be shorter, and you should react
more quickly to changing customer interests.
(Normally, attention span settings are managed by website managers for all visitors,
but we're allowing you to customize it for yourself so that you can have fun and
see how this demo works.)
Some Things To Try
Here's two suggestions of things you might try in this demo:
- Click on one robot several times to show a strong interest, and then click on other
robots to show a change of interest, and see how it affects your profile in the
pie chart
- Change your attention span and see how it affects how quickly your interest profile
changes
(Note: Some images may be subject to copyright.)
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