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How to Turn Mounds of Data into Revenue-Generating Campaigns in Five Simple Steps

How to Turn Mounds of Data into Revenue-Generating Campaigns in Five Simple Steps

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When used correctly, analytics can be a powerful tool in your marketing efforts. Unfortunately, most companies spend time and money collecting data but never unlock the power in the numbers. This session will show you how to avoid common data analysis and reporting pitfalls and how using a systematic approach to your analytics efforts can fine-tune your marketing campaigns and generate higher sales and profits.
When used correctly, analytics can be a powerful tool in your marketing efforts. Unfortunately, most companies spend time and money collecting data but never unlock the power in the numbers. This session will show you how to avoid common data analysis and reporting pitfalls and how using a systematic approach to your analytics efforts can fine-tune your marketing campaigns and generate higher sales and profits.

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Published by: Cisco Partner Marketing Accelerate on Oct 11, 2011
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How To Turn Mounds of Data into Revenue‐Generating  Campaigns in Five Simple Steps 

Flint McGlaughlin
Director, MECLABS

Getting the Most From Metrics g INTRODUCTION

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About MarketingExperiments

• • •

We conduct experiments to optimize marketing  communications and sales processes p MarketingExperiments is a member of the MECLABS  Group, along with MarketingSherpa and InTouch MarketingExperiments has pioneered extensive  breakthroughs (and has multiple pending patents) in the  field of marketing communication fi ld f k ti i ti
3

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About MarketingExperiments
• Key findings are featured in the MarketingExperiments  Journal and in live web clinics Journal and in live web clinics • Contributed more than $10 million dollars of research for  free access at www.MarketingExperiments.com free access at www.MarketingExperiments.com • The organization generates revenue in two ways: 
Professional Certification Courses such as Landing Page  Professional Certification Courses such as Landing Page Optimization, Email Messaging Optimization, and The  Fundamentals of Online Testing Research Partnerships with groups such as the New York Times,  The Royal Bank of Canada, and Johnson & Johnson

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Today’s Presenter Flint McGlaughlin  
Director, MECLABS Group , p
Flint McGlaughlin is the Director of MECLABS Group. The  organization has partnered with key market leaders including, The  New York Times, Microsoft Corporation, and Reuters Group. Dr.  New York Times Microsoft Corporation and Reuters Group Dr McGlaughlin also serves as the Director of Enterprise Research at  the Transforming Business Institute, University of Cambridge (UK),  as the Chairman of the Board of Governors for St. Stephen’s  University, and as a Trustee for Westminster Theological Centre. Dr.  McGlaughlin originally studied Philosophy and Theology at the  University of London’s Specialist Jesuit College. Today, his primary  research is focused on enterprise as transformative agent. His work  research is focused on enterprise as transformative agent His work has won multiple awards and has been quoted in more than 13,000  online and offline sources.

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Experiment: Background
EXPERIMENT ID: (Protected) EXPERIMENT ID (P d) LOCATION: MarketingExperiments Research Library TEST PROTOCOL: #TP1092 RESEARCH NOTES: BACKGROUND: Company is a publisher of electronic  BACKGROUND: Company is a publisher of electronic marketing information and offers related services.  GOAL: Increase registrations for a free email newsletter. GOAL: Increase registrations for a free email newsletter RESEARCH QUESTION: Which sign‐up page will yield the  highest conversion rate?  highest conversion rate? TEST DESIGN: A/B/C Multivariate test involving changes in  headline, credibility indicators, and images according to  headline, credibility indicators, and images according to optimization best practices.
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Experiment: Original Page
Original

We radically  redesigned this  redesigned this page based upon  common best  practices in landing  page optimization.  The resulting pages  gp g were the following:

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Experiment: Treatment 1
Treatment 2 Treatment 2 Treatment 1

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Experiment: Treatment 1
Treatment 1 • Cl Clearer headline, emphasizing  h dli h ii the value proposition • “Feature Client” list added to  emphasize the value and  reduce anxiety. • Easy to read and scan body Easy to read and scan body  copy • Form fields reduced to the  bare minimum • Costumer Testimonials to  reduce anxiety reduce anxiety • Anti‐spam seal to reduce  anxiety

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Experiment: Treatment 2
Treatment 2 Treatment 2 • Headline is stronger and more quantitative to emphasize the value proposition. • Added more testimonials • Rearranged page to give better site flow. • Add d personal f l with Added l feel i h images and hand-written signature. • “Tell me where to send…” language used.

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Experiment: Results
Original Treatment 1 Treatment 1

Vs.

Conversion = 14.26%

Conversion = 6.74%

53%
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Experiment: Results
Original Treatment 2 T t t2

Vs.

Conversion = 14.26%

Conversion = 6.84%

52%
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Experiment: Results

53% Decrease in Conversion
Treatment 1 decreased conversion by 53% d d b

Landing Page g Original Treatment 1 Treatment 2 Relative Difference

CTR
14.26% 6.74% 6.84%

53%

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Experiment: Background
EXPERIMENT ID: (Protected) LOCATION: MarketingExperiments Research Library TEST PROTOCOL: #TP1115 TEST PROTOCOL: #TP1115 RESEARCH NOTES: BACKGROUND: Company is a publisher of electronic  marketing information and offers related services.  GOAL: Increase registrations for a free email newsletter. GO i i f f il l RESEARCH QUESTION: Which sign‐up page will yield the  highest conversion rate?  hi h t i t ? TEST DESIGN: A/B multi‐factorial test with a minimalist  strategy of reducing page elements. t t f d i l t
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Experiment: Control
Original

After a series of tests in  Aft i ft t i which common landing  page best practices failed to  improve conversion on this  improve conversion on this original page. Our analysts began testing  Our analysts began testing the removal of elements  from the page to test visitor  motivation levels. If adding elements to  increase the value  proposition hurt  conversion, the traffic to  this page might already be  highly motivated hi hl ti t d
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Experiment: Treatment
Treatment

Much of the copy  on this page is  removed, leaving  d l i simple form  submission fields. No real selling  points are included  in this design. in this design.

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Experiment: Control & Treatment
Original Treatment

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Experiment: Results

78% Increase in Conversion
The new treatment increased conversion by 78% h b

Landing Page Original Oi i l Treatment Relative Difference

CR
12.09% 21.54%

78%

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Experiment: Results

WHAT YOU NEED TO UNDERSTAND: It is not enough to  WHAT YOU NEED TO UNDERSTAND: It is not enough to grasp a handful of “best practice” rules and then fling  them at a page. We must understand the motivations  of the visitors coming to our pages and craft our  f th i it i t d ft messages to match those motivations. The key to understanding motivation is understanding  metrics.

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Getting the Most From Metrics g What are metrics?

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Common Questions
We frequently hear the following metric questions from the  W f l h h f ll i i i f h MarketingExperiments’ community of marketers: 1. “Is our conversion rate  good enough?”  2. “How can we get our  marketing departments to  test and measure  test and measure everything?” 3. “How can we add more  reporting capabilities to  our metrics?”

But are we really asking the right questions?
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Getting the Most From Metrics g Experiment

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Experiment: Background
EXPERIMENT ID: (Protected) LOCATION: MarketingExperiments Research Library TEST PROTOCOL: TP1214 TEST PROTOCOL: TP1214 RESEARCH NOTES: BACKGROUND: A leading business solution software provider g p GOAL: To increase total leads generated from search engine  campaigns p g RESEARCH QUESTION: Which process will generate the most  leads? TEST DESIGN: Radical redesign of the complete lead‐ generation process from the PPC ad itself to the final page of  the lead form.
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Experiment: Original Page
Original

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Experiment: Mounds of Data Sales  Data
Ad Group  Data

Website Data

And much more…

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Experiment: Developing a data‐driven campaign

Through a process we  call “Channel  Mapping we can look Mapping” we can look  at data in such a way  as to clear through the  clutter and discover  l tt d di the ways to create  effective online  marketing campaigns.

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Experiment: Results

54% Increase in Clickthrough
The optimized landing page increased click‐through by 54% Landing Page Original Optimized p CTR
7.17% 11.06% 06%

Relative Difference

54.26%

WHAT YOU NEED TO UNDERSTAND: by analyzing the data  and creating a campaign based on understanding from our  metrics, we were able to increase clickthrough by over 54%. metrics we were able to increase clickthrough by over 54%
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Understanding metrics

• So how do we go from mounds of data to effective  campaigns? • W ill l k We will look specifically at the process mentioned  ifi ll h i d in the previous experiment  called “Channel  Mapping which will be the key method for taking Mapping”, which will be the key method for taking  data and producing results.

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Getting the Most From Metrics g Channel Mapping

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Channel Mapping
Use a printed (or digital) copy of the MarketingExperiments  Channel Mapping spreadsheet as we walk through the rest of this  session

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Channel Mapping

Step 1: Determine the right objective

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Step 1: Determine the right objective

Design

What is your  What is your objective?

Traffic

Branding

RESULTS
Usability Social Media

Video

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Step 1: Determine the right objective
Top Directories - Companyname (within /portal/ directory)

1 2 3 4 5 6 7 8 9 10 11 12 13 14

home page /products/ /resource/ /industries/ [other root portal pages] /services/ /customers/ [other directories] /press/ /partners/ /developers/ /investors/ /landing/ /security/

PVs        1,786,086        1,596,918            446,431            401,004            332,328            249,275 249 275            211,505            198,386            177,454            157,209            152,606              59,293              45,119                6,092

UPVs        1,520,578        1,131,961            370,528            293,057            235,785            185,865 185 865            170,434            162,696            147,026            113,354            116,092              46,702              37,613                4,056

% of All 33.5% 25.0% 8.2% 6.5% 5.2% 4.1% 4 1% 3.8% 3.6% 3.2% 2.5% 2.6% 1.0% 0.8% 0.1% 100.0%

Totals:       5,819,706       4,535,747

• In our current economic  situation, results must be  quantifiable and of real  value when determining  ROI. (or marketing s  ROI (or marketing’s contribution to pipeline,  revenue, etc.) • Nothing justifies your  marketing expenditures or  budget requests more  effectively than real results. 

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Channel Mapping

Step 1: Determine the right objective Step 2: Simplify your metrics

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Understanding metrics

“I wouldn’t give a fig for simplicity on this side  of complexity, but I would give my life for  of complexity but I would give my life for simplicity on the other side of complexity” ‐ Oli Oliver Wendell Holmes, Jr. W d ll H l J

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Step 2: Simplify your metrics
• Your company's time and energy is at a premium. You need to get the  "most" for the "least." This rigorous focus not only concentrates your  resources; it also clarifies your objectives.  resources; it also clarifies your objectives When you cut through all the confusion, there are really only four  elements you can measure for the activity on your website: 
THE AMOUNT (page views, visitor sessions, returning visitors, etc.) THE SOURCE (referrers, search terms, languages, countries, organizations,  ( , , g g , , g , etc.) THE NATURE (entry pages, exit pages, browsers, platforms, screen  resolutions, page refreshes, page load errors, average time per page, etc.) resolutions page refreshes page load errors average time per page etc ) THE RESULTS (click trails, most requested pages, number of page views,  signups, orders, etc.)

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Step 2: Simplify your metrics
• What metrics you choose to focus on will depend greatly on your  objective in the first step. However, the provided Channel  Mapping spreadsheet lays out the basic minimum metrics you will  Mapping spreadsheet lays out the basic minimum metrics you will want to track for any online campaign. 

You can use almost any metrics program and shopping cart  program to extract your data for the following information.   t t t d t f th f ll i i f ti
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Step 2: Simplify your metrics
• Once you have  determined what  you are tracking, it  you are tracking it is now time to list  the metrics for your  channels.

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Step 2: Simplify your metrics
• You may have to  track the following  information  internally with your  own financial  department. 

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Step 2: Simplify your metrics Notes:  • If you do not have all the data, just fill out  what is available.   • The two most important values are the cost  of the traffic and the revenue generated  g from that traffic.  Other fields will provide  the information for subsequent steps.

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Channel Mapping

Step 1: Determine the right objective Step 2: Simplify your metrics Step 3: Profile your key channels

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Step 3: Profile your key channels

Profiling channels  requires that you profile the Profiling channels requires that you profile the following: 1. The MAGNITUDE of Demand  2. The NATURE of Demand 2 The NATURE of Demand

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Step 3: Profile your key channels
The MAGNITUDE of Demand (Ranking Channels) 
• When looking at magnitude, we first rank channels by descending  performance. (For most businesses, this will mean ranking them by  performance. (For most businesses, this will mean ranking them by descending profit or descending revenue.) • Ranking your channels in order of descending performance helps to  identify patterns and to prioritize your channel profiling efforts. identify patterns and to prioritize your channel profiling efforts

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Step 3: Profile your key channels
The MAGNITUDE of Demand 
• Next, we focus on analyzing at our top performing channels (in this  case, we will look at our top 4 channels) , p )

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Step 3: Profile your key channels

Profiling channels  requires that you profile the Profiling channels requires that you profile the following: 1. The MAGNITUDE of Demand  2. The NATURE of Demand 2 The NATURE of Demand

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Step 3: Profile your key channels
The Th NATURE of Demand  fD d
• When looking at nature, first we look for any immediately noticeable  core commonalities among the top performing channels.  core commonalities among the top‐performing channels.

Let s now explore the nature of the commonalities in channel profiles.  Let’s now explore the nature of the commonalities in channel profiles

In this example, we can quickly identify from the data that the top 3  are from our PPC campaigns where people are looking for a specific  business solutions. 

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Step 3: Profile your key channels
The Th NATURE of Demand  fD d
• Next, through conducting deeper research and analysis of each channel  (keyphrase data, segment demographics, surveys, etc.), we begin to data, segment demographics, surveys, etc.), we begin to  identify additional similar motivations among the top‐performing  channels.

Nature of Demand for  business software keyword Nature of Demand for ‘business software’ keyword

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Step 3: Profile your key channels
The Th NATURE of Demand  fD d
• Finally, we use these key insights to develop headlines and keyphrases that address these core motivations.  

Nature of Demand for ‘business software’ keyword

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Step 3: Profile your key channels
The Th NATURE of Demand  fD d
• • Also, note that propensity to buy (P2B) models can be a helpful way to  calculate the motivation levels of your channels.  A P2B is a statistical model that calculates the probability of a certain  company to buy a certain product in a given time frame in the future.  You can find more about P2B in your resources. You can find more about P2B in your resources. Statistical  Model
Probability to Buy  Technology in the  Technology in the next 2 quarters

Firmographics Past Purchase Behavior

past purchase behavior … …
Q4 Q1 Q2 Q3 Q4

firmographics

predicted  purchase  window

Q1

Q2

t

(most recent  closed quarter)
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Channel Mapping

Step 1: Determine the right objective Step 2: Simplify your metrics Step 3: Profile your key channels Step 4: Optimize a select campaign

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Step 4: Optimize a select campaign
At this point, you integrate what your channel‐specific  profiles into channel‐specific marketing messages.
Why they purchase:  • CEOs Like company‐wide  module interaction,  impressed with dashboard  i d i h d hb d capabilities, see potential  to significantly reduce  technology and operations  costs, like the fact that so  many other large  companies are using it, like  the expandability of the  system. • CFO like ability of modules  to interact directly with  accounting, like  automation capabilities,  impressed with reporting  features

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Step 4: Optimize a select campaign

• Tomorrow, we will spend a 2 hours looking more in‐ ll d h l k depth at how to optimizing online marketing campaigns.  • This is a crucial part of the process and warrants more  teaching. For now, just make note of the process and be  prepared to look further at this in our next session  prepared to look further at this in our next session together.

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Channel Mapping Step 1: Determine the right objective Step 2: Simplify your metrics Step 3: Profile your key channels Step 4: Optimize a select campaign l Step 5: Refine with testing Step 5: Refine with testing

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Step 5: Refine with testing
EXPERIMENT ID: New York Times LOCATION MarketingExperiments Research Library MarketingExperiments Research Library RESEARCH NOTES: BACKGROUND: The New York Times came to us with a  subscription product that they were having difficulty  marketing called the “Electronic Edition.” g GOAL: To increase the number of subscriptions for the  “Electronic Edition”. RESEARCH QUESTION: Which page design will generate the  most subscriptions? TEST DESIGN: A/B multi‐factorial split test
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Step 5: Refine with testing
Original Page Test Campaign #1

Let’s look closer at the differences…
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Step 5: Refine with testing
Original

• The original contains three  options and  i d three separate,  equally‐ weighted calls‐ weighted calls to‐action.

Test Campaign #1

• The optimized page has four  options but  p only one call to  action.  

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Step 5: Refine with testing

64% Increase in Conversions
The optimized version increased total conversions by 64%.
Original Page Test Campaign #1

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Step 5: Refine with testing

WHAT YOU NEED TO UNDERSTAND: We did not stop  WHAT YOU NEED TO UNDERSTAND: We did not stop there, after receiving an initial results of 64%, our  team studied the data again and created our next  round of tests for this campaign.

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Step 5: Refine with testing
(New) Original Test Campaign #2

Let’s look closer at the differences…
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Step 5: Refine with testing
(New) Original

• This version shows paid This version shows paid  offers with pricing and a  free offer

Test Campaign #2

This version display  mainly free offers  deemphasizing  subscription pricing

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Step 5: Refine with testing

541% Increase in Conversions
The optimized version increased total conversions by 541.6%.
(New) Original Page Optimized Page #2

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Step 5: Refine with testing

WHAT YOU NEED TO UNDERSTAND: Again our did  WHAT YOU NEED TO UNDERSTAND: Again our did not stop there, after receiving additional results of  541%, our team again studied the data and put  together plans for our next rounds of tests.

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Step 5: Refine with testing
Test Campaign #3

• At this point we At this point, we  tested this radical  redesign of the  landing page.

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Step 5: Refine with testing

47% Increase in Conversions
The optimized version increased total conversions by 47%.
(New) Original Test Campaign #3

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Step 5: Refine with testing
(New) Original

• We then tested  changing a few words  in the offer copy. Can  you spot them?

Test Campaign #4

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Step 5: Refine with testing

12% Increase in Conversions
By changing a few words we increased total conversion by 12% By changing a few words we increased total conversion by 12%
(New) Original Test Campaign #4

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© 2010 Cisco Systems, Inc. All rights reserved.

Step 5: Refine with testing

Test Campaign #5

• We then looked at the We then looked at the  data one last time and  put together a  campaign that tested a  i th t t t d long copy version of the  page.

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© 2010 Cisco Systems, Inc. All rights reserved.

Step 5: Refine with testing

88% Increase in Conversions
This is 88% higher conversion on top of all the previous gains This is 88% higher conversion on top of all the previous gains
(New) Original Optimized Page #5

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© 2010 Cisco Systems, Inc. All rights reserved.

Step 5: Refine with testing
Cumulative Optimization Gain: 1052%

64%
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541%

47%

12%

88%

Step 5: Refine with testing
It is not enough to just set up campaigns based on metrics. That  would be an adequate way to create effective campaigns. But  “adequacy is the enemy of excellence” and it is key make sure that  adequacy is the enemy of excellence and it is key make sure that we are testing our campaigns, measuring the results, and then  starting the cycle all over again. 
Test and  refine Determine  Objective

Results
Optimize  Campaign Simplify  Metrics

Profile  Channels
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70

Getting the Most From Metrics g Summary

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Summary
So how do simply go from mounds of data to effective campaigns?
We looked specifically at a process called  Channel Mapping , which is a key  We looked specifically at a process called “Channel Mapping”, which is a key method for taking data and producing results.

Step 1: Determine the right objective Step 2: Simplify your metrics Step 3: Profile your key channels Step 3: Profile your key channels Step 4: Optimize a select campaign Step 5: Refine with testing **Now that we have this foundation and structure, tomorrow we will  drill down on actually optimizing the campaign**
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72

Getting the Most From Metrics g Questions

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Getting the Most From Metrics g End

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