Author: Sean Biek

1. The Personalized Web
Sean Biek
Senior Solutions Consultant
sbiek@exacttarget.com

2. variable speeds
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refurbished
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40 oz.
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pureeing
juices
Dishwasher safe
350 watt
dimensions

7. Robust Customer Profile

8. What connects the consumer’s
experience across all channels?
Personalization

9. The ExactTarget Platform

10. The Building Blocks of Personalization
Identify all
data sources
Organize
data
PersonalizeTake action

11. Relevancy = Revenue

12. Explicit
Single Customer View: iGo Point of interaction: ET

14. Leverage Consumer Input Sources

15. Leverage Consumer Input Sources

16. Leverage Consumer Input Sources

20. On-Site Merchandising

21. 21

22. Personalizing product recommendations, like
those provided by iGoDigital, can increase
conversions site-wide by up to 10%.
iGoDigital Customer Benchmarking Data

23. What’s better than predicting?
Asking!

24. Guided Selling – A Personal Boutique Approach
Guided Selling Tools create an “experience” that helps
shoppers navigate through the product catalog and
make a more informed decision.

35. Guided Selling Tools

36. Olay:
Cross-­‐Channel,
Global
Capabili:es
Build
once,
deploy
across
retail
partners,
channels,
and
countries
Syndication and Localization

37. H.H. Gregg Use Case Study
Quick Facts
• 9 Guided Selling Tools
• 1 Platform
• 1 Front End Development
• Key Differentiator
Average
Search
to
Cart
Rate:
9.45%

38. Search Results Based on Profiles

39. Consistent relevant messaging
Email Recommendations

40. Personalization in Email

41. Lids.com
• Identified Team and Style
Based Shoppers
• Recommendations Made:
• Onsite
• Marketing Emails
• Transactional Emails

43. Targeted emails based on customer
demographics alone produced response
rates up to 18x greater than those that were
not targeted.
Excerpt from McKinsey Global Institute research report.

44. Results:
• Open
Rate:
52.9%
• Click
Rate:
23.3%
• Conversion
Rate:
17.4%
Personalized
Product
Recommenda:ons
based
on
the
shoppers
most
recent
onsite
behavior
Personalized,
dynamic
subject
lines
increase
open
rates
by
10%
over
sta:c
subject
lines

45. Op:miza:on

46. Instant Activity-based Email via iGoDigital
iGoDigital can observe cart abandonment and fire off a trigger message in order to
maximize opportunity to close a pending purchase.
In addition, other events and conditions can trigger a message via an iGoDigital call to
the API, including:
• Remarketing Events
• Browse Abandon
• Favorite Category
• Back-In-Stock
• Post-Purchase
• New Sale Item
• New Item of Interest
• Other/Customized

47. Triggered Emails
Remarketing Best Practices!
!
iGoDigital triggers the first triggered
email 3 hours after an individual
abandons a cart. Each individual
receives a personalized message.
Items that are personalized include:"
"
• Dynamic Subject Line"
• Predominately Displayed
Abandoned Items"
• Personalized Product
Recommendations"

48. Fila Abandoned Cart Follow Up

49. Abandon event is triggered
and session info is
passed to iGoDigital
Event is added to the
view of customer behaviors
API call is made to ET,
passing event data and
firing off a triggered send

50. Product recommendations turn transactional
emails into conversion tools, increasing "
click-through rates by up to 35% and
conversion rates by up to 25%
iGoDigital Customer Benchmarking Data

51. 71% of shoppers are abandoning carts and
only 19% of the top 1,000 online retailers are
sending abandoned cart email messages to
bring the customer back.
Internet Retailer article, “Cart Abandonment E-Mails Gain More Attention From E-Retailers”

52. Profile powered segmentation
Audience Builder

54. 54

55. By leveraging iGoDigital behavioral
segmentation tool, customers have seen as
much as a 50% increase in click-rate and a
56% increase in orders per send.
iGoDigital Customer Benchmarking Data

56. Onsite Recommendations
(To Drive Revenue/Visitor)
Email Recommendations
(Interaction Based Recs to
drive engagment + $)
Email Triggers
(Interesting moments to
timeliness and relevancy)
Guided Selling
(To engage visitors,
convert, and collect data)
Harness a Single Customer View

57. 3 things
you can do now

58. 1. Organize your data
Data layer is foundation

59. 2. Talk to Your Fellow
Marketers
Within your organization
• Don’t build out your program first – listen to your customers
and use their behaviors to create your marketing programs
• Leverage user generated content and review data
(Bazaarvoice)- leverage what shoppers are saying in other
marketing efforts

60. 3. Make it personal
Synchronize the experience
across all channels

61. Discussion!
Q/A