What is BTBuckets?

Personalization (or on-site behavioral targeting) is the capability to identify valuable visitor segments and serve customized content based on their characteristics. Web personalization is a "strategy, a marketing tool, and an art," according Christian Ricci and we hope that BTBuckets will help get you there.

BTBuckets is a free* tag-based solution that allows you to automatically segment and target users based on behavioral, demographic, and technographic information. We give you the power to bucket your users in any way you wish - and then serve personalized content to these clusters.

* limited to 5 million monthly page views per site

Segmentation Capabilities

We are trying to make BTBuckets the ultimate segmentation engine - allowing websites to segment users based on advanced combinations of a plethora of user behaviors and characteristics. Below are the types of behaviors and user characteristics that you may use to bucket your users:

Traffic Sources	Page Navigation Patterns	Web Events	Geographic Data	Technographic Information
specific referring site	specific URLs	video	city	browser type and version
organic keyword	keyword in title	flash	state	operating system and version
paid keyword	keyword in meta description	AJAX	country	mobile device (ex: iPad)
social media		conversion

All of these capabilities can be combined and customized with frequency and duration characteristics. So, you can have a really simple bucket that segments users that arrived on your site by searching for a specific keyword on Google - or you can be like Spock and create a bucket such as the one below:

Users from San Francisco on an iPad who are returning visitors to your site and viewed content about apples or oranges and which arrived on your site by searching for banana on Google.

Why should I personalize my site?

Are you really listening?

We live in a very competitive environment, and you invest time and money to bring users to your website. When they arrive you want to make sure you make the best of the few seconds that user is engaging with your brand.

When you personalize, you are showing your site's users that you want to have a conversation. Ultimately, personalization is a powerfull tool to increase user engagement and maximize conversion rate optimization.

Analyzing data in aggregate is a crime. Bold statement, but the reality is that a "monolith" does not come to your website. Your site does not exist for a singular reason either. The core drivers of traffic are magnificently different for each core group of visitors.

So your website's really a mix of Visitor Sources, Visitor Behavior and your Desired Outcomes.

When you look at all that in aggregate you get nothing. You think Average Time on Site means something. No! You think All Visits and Overall Conversion Rate gives you insights. Nyet! You think understanding Keywords without drilling down to each search engine will be awesome. Non!

If you want to find actionable insights you need to segment your web analytics data. You need to separate out the various Sources, Behavior and Outcomes.

Avinash Kaushik
Author - Web Analytics 2.0
Blogger - Occam's Razor

Then you'll understand behavior of micro-segments of your website visitors, which in turn will lead you to actionable insights because you are not focusing on a "glob" rather you are focused on a "specific".

Implementation

OK, so you're ready to start serving segmented content on your website - and you are probably thinking that it's going to be a challenge. Well, yes - if you really want to create the most engaging experience for each strategic user segment, it will take some work to identify, segment and target these users. That's no secret. But, we believe that we streamlined and reduced technical challenges to allow your site to segment users.

How do I install BTBuckets on my site?

After you signed-up, copy the BTBuckets javascript tag from the Tags section of your dashboard and insert this code on every webpage of your site. We do recommend using an include file - where you probably already have a webanalytics tag such as Google Analytics. Ideally you should place the BTBuckets javascript tag before the </HEAD> section of your website even before other tags.

Once your tag is installed - the clustering behaviors can be configured within the BTBuckets interface.

OK, I'm convinced - what's next?

The best way to get acquainted is to install BTBuckets on your site, so sign up now and implement the BTBuckets tag.

BTBuckets works really well with other intelligence and optimization tools. Your first step is to identify your strategic user segments - and one of the best tools for this is your webanalytics platform (read more about our Google Analytics integration). Once you identify strategic user segments, you can create buckets in BTBuckets that identify these users. Then you can use BTBuckets, an A/B testing tool, or even your own content management system to serve customized content to this user group.

Here are some good resources to learn more about how to interact with user segments:

Happy Targeting!

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