1. Personalization, CustomerJourney,
Omnichannel: A how-to Approach
#kpnichols

2. 2
1. Introduction
2. Definitions of omnichannel and
personalization
3. Personalization Strategy
4. Content considerations
5. Content metrics to measure

3. 3
KEVIN P. NICHOLS
 Director, Global Practice Lead, Content
Strategy, SapientNitro
 18 Years experience in the Digital and
Interactive Industry and 15 years specific to
Content
 Dozens of Fortune 100 clients over the
years
 Key Clients: MIT OpenCourseware, Hewlett
Packard, Sprint, Intel

4. 4
ABOUT SAPIENTNITRO

5. Definitions

6. 6
CONTENT
Content is information that is recorded.
http://en.wikipedia.org/wiki/File:Papyrus_Ani_curs_hiero.jp
Examples:
 Hieroglyphics
 Gutenberg‟s moveable type content
http://en.wikipedia.org/wiki/File:Gutenberg_Bible,_Lenox_
Copy,_New_York_Public_Library,_2009._Pic_01.jpg
 First recorded sound
http://upload.wikimedia.org/wikipedia/commons/1/1b/Fran
ces_Densmore_recording_Mountain_Chief2.jpg
 Motion pictures
http://upload.wikimedia.org/wikipedia/commons/f/fa/Chapli
n_A_Dogs_Life.jpg
 Newspaper
http://upload.wikimedia.org/wikipedia/commons/7/75/NYTi
mes-Page1-11-11-1918.jpg
 Any digital information
http://upload.wikimedia.org/wikipedia/commons/0/0f/MacB
ook_Air_black.jpg

7. 7
CONTENT STRATEGY
Determines which stories need to be communicated
to whom and how to use the technologies and
structures before us to do so.
http://en.wikipedia.org/wiki/File:PazuzuDemonAssyria1stMilleniumBCE.jpg

8. An omnichannel approach empowers you
to create robust personalized
experiences. This ensures your content
solutions have a longer shelf-life and
extended reach.

9. 9
To deliver fully-realized personalized experiences we must
first understand the concept of omnichannel.
Customer experience principles with
channel engagement
To understand how to create content for personalized experiences, we must first understand a few principles
about how a customer experiences content.
• To the customer, all content is brand content, whether it is content for supporting a product, content on a
package, content from an email that contains coupons or editorial stories about a product on a website.
• The customer requires specific content for each channel with which she interacts, and her ideal
experience is not isolated from one channel to the next.

10. 10
Started with a good story and figured out how to tell
it through each of the mediums she chose.
Perfect balance of content between mediums:
• TV show referenced cookbooks, magazine
referenced both, fully realized it in multi- and
digital media
• Exclusive content specific to each channel
Synergized content experiences:
• Stories told that appealed to lifestyle
• Connected one channel to the next
MULTICHANNEL
STORY TELLING
Courtesy Life with Cats. Karen Harrison Binette, 2011.
http://www.lifewithcats.tv/

11. 11
OMNICHANNEL DEFINED
Omnichannel provides content at every
customer channel and considers time, manner
and place.
• It encapsulates analog, digital, in-store and
person to person interaction.
• It captures the entire end-to-end customer
experience.
This means that all content represents brand
and that all content is an asset, which makes
it an investment with measurable return.
Customer
Omni-
Experience
Ad leads to
Web
Web yields
Profile
Profile leads
to store
Store leads
to purchase
product
Product
leads to
sharing on
social and
registration
Registration
leads to
email notices
Emails lead
to additional
purchases
Calls to
customer
support are
personalized

12. 12
Desktop Mobile Tablet In Store Publications TV/Radio
Product
Packaging
Customer
Support
Ecommerce
Customer Profile
Product and Service Content
Social Media Opportunities
Advertising and media
Sales’ Support and Tools
Apps
Personalization
Customer Profile
Email
OMNICHANNEL STRATEGIC FRAMEWORK

13. 13
PERSONALIZATION
DEFINED
Personalization is delivering content to an end-
user based on a specific context. It considers
one or many of the following:
• Who that user is
• Her online behavior
• Where she is consuming content
• When she accesses content
• What she uses to access content or the
channel
• Why she is accessing content or the task(s)
she is trying to accomplish
Courtesy Clever Cupcakes
http://www.flickr.com/photos/clevercupcakes/

14. 14
PERSONALIZATION
To enable personalization in the content
experience, logic is built into a content model to
serve up content based on a specific context.
Personalization can be active when a user:
• Responds to what she sees, such as ranking
content or her experience
• Answers a question
• Completes a profile
Or Passive when content is served to a user
based on her actions:
• Product recommendations are made based
on what she shows an interest in during her
journey
• Tailored content based on clickstream
Courtesy Anders Sandberg
http://www.flickr.com/photos/arenamontanus/

15. 15
ASPECTS OF PERSONALIZATION
Targeted offers
Intelligent
Customer
segments
Business Rules
Contextual Ads
Ad Server
Relevant
Guided Selling
Recommendations
Personas
Targeted Messaging
Targeted Content
User Generated Content
Cross-Sell
Intent-Based search Up-Sell and
Cross-sell
User Profile
Counter Offer
Need Based Shopping
Social Marketing Behavioral Targeting
Social and interests Profile
Location/Proximity

16. 16
BUILDING BLOCK TO
PERSONALIZATION
The key building blocks are:
• Customer segments: Quantitative analysis of
customers based on trends and demographics.
• Customer personas: Clusters or groupings of
customers based on behaviors and how they act,
e.g., „Sarah the Surgical Shopper‟.
• Customer journeys: End-to-end journeys of a
customer based on specific needs that detail the
customer lifecycle in relation to the brand.
Courtesy watdoenwijmetnl
http://www.flickr.com/photos/technology/

17. 17
BUILDING FOR EXPERIENCE
The customer does not experience the
brand in one channel:
• Build out personalization that considers
entire customer experience.
• Create a content model that considers the
entire customer lifecycle, even if it lives in
one channel.
• Create a modular approach to content that
scales to scales to future omnichannel
experiences
Courtesy Christian M Lau
http://www.flickr.com/photos/christianmlau/

18. It’s a means, not an end
Part 2: Personalization as strategy

19. Personalization is not an ‘end state’ or
event, it is a strategy that starts with a
foundation; it is iterated upon
continuously based on customer behavior
and evolves over time.

20. 20
BUILDING A PERSONALIZATION STRATEGY –
GUIDING PRINCIPLES
Personalization requires the following:
• An organization to commit to resources to build content to support it and integrate and
implement the necessary technology capabilities to support it
• An understanding customers and their behaviors, thus these must be continually tested and
validated
• Changes with emerging technology
• A solid foundation; launch a foundational experience then test and validate it and determine
areas to optimize.

21. 21
BUILDING A PERSONALIZATION
STRATEGY
STEP ONE: Get stakeholders to understand that personalization is strategic and iterative. It starts with a very
basic foundation and builds a richer experience over time.
STEP TWO: Set expectations – personalization requires specific content, so the more personalization means
more new content to support it.
STEP THREE: Create baseline personas, segments and customer journeys and develop the initial phase of
your personalization strategy to target each area. Phase one should also be to test and validate each
persona and journey.
STEP FOUR: Develop areas of personalization per channel. Identify which channels to target, which
customer journeys per channel are necessary and which content must be served up to support each.

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BUILDING A PERSONALIZATION
STRATEGY
STEP FIVE: Identify which stories and content experiences to serve up per channel (for example, a person
who identifies that he is age 40 and has a great driving record could receive specific information around car
insurance that meets his needs).
STEP SIX: Identify success metrics and ensure that all areas have a testing strategy to validate.
STEP SEVEN: Build a taxonomy and metadata tagging strategy.
STEP EIGHT: Note that in the beginning the focus is on testing and validation of customer journey, user
behavior and the performance of content within each.
STEP NINE: Modify and enrich the content experience over time.

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PERSONALIZATION – ROADMAP EXAMPLE
Foundation EnrichmentEvolution
1. Full integration of personalization in all channels.
2. Continue to create immersive content around
personalization
3. Leverage new or emerging personalization
technologies and techniques
1. Identify initial personas and segments to target
per channel.
2. Establish which areas of content are necessary to
support each of the groups (what do we want to
serve up to each segment and persona and to
which degree? )
3. Establish the rules for serving up the content (if
User X indicates he is Y in user profile, then serve
up this content…)
4. Ensure taxonomy and controlled vocabularies are
accounted for and supported to enable
experience.
5. Develop all necessary content to support each
unique „flavor‟ of proposed personalization.
6. Rollout personalization based on foundational
criteria.
7. Ensure proper metrics to track user interaction
and behavior to it can be examined for future
optimization.
Launch 9 – 12 months post-launch 18+ months post-launch
1. Test existing personalization, running ongoing
metrics and audits to see how users are
interacting with the experience
2. Identify additional personalization areas, such as
enhanced cross-sell, upsell.
3. Test assumed customer journeys across
channels to ensure accuracy and optimize
content performance.
4. Roll-out enhanced personalization per channel.

24. The power-horse to
personalization
Part 3: Customer journeys

25. Customer journeys are the power-horse
behind personalization. They provide
opportunities to personalize and clarify
which types of content are most effective.

26. 26
CUSTOMER JOURNEY SAMPLE
WWW.COMPANY.COM IN-STORE
She clicks the
module to view more
details. Michelle
saves product to her
“favorites” and
continues to browse
the product catalog.
As she approaches
her local store, she
receives a push
notification on her
phone, letting her know
about new accessories.
Entering the
store, Michelle is greeted
by Ken, a sales associate.
He has Michelle‟s
“favorites” ready for her to
view, which he pulled up
on his tablet.
Michelle has saved 6
products to her
“favorites.” Michelle
updates her customer
sends her “favorites” to
the nearest retail
location.
Using the sales
associate tablet, Ken
is able to pull up
Michelle‟s profile,
where he accesses
her store loyalty
coupons.
Michelle, an
existing
customer, receives
a text message
from retailer.
SMS
Mobile
Web
Desktop
Smartph
one
Tablet
Web
Tablet
App
TRIGGER POST - PURCHASEE
Michele has a question
regarding her product,
after she calls support,
they know her product
purchased and are able to
customize her experience.
Michele shares her
experience from an inset
in the product package
with others on FaceBook
about her superior
experience
Using her iPad, Michelle
visits .com to
look for new products.
She notices a module on
the homepage for a
featured product that is
her favorite brand.
As she adds to her
“favorites”, recomm
ended products
become even more
relevant.

27. 27
BUILDING OUT A
CUSTOMER JOURNEY
STEP ONE: List all user states and
channels, remembering „offline.‟
STEP TWO: If building one channel experience, consider
other channels as these influence single-channel content
STEP THREE: Create a list of customer needs: e.g.: buy a
product, research a topic, etc.
STEP FOUR: Complete end-to-end journey that captures
fulfilling a need.
STEP FIVE: Create an end-to-end customer scenario
around what customer would do to achieve needs and then
factor in post-purchase or post-conversion behavior
STEP SIX: Identify which types of content are necessary to
support each experience.
Courtesy gfpeck. Wes Peck.
http://www.flickr.com/photos/wespeck/

28. 28
BEST PRACTICES
1. For user states, create a list of different journeys for each persona:
• Anonymous: We know nothing about you
• Recognized: We recognize you but don‟t know you
• Known: We know who you are
• Influencer: We know you and you share your experience with others
• Repeat: You are an existing customer who continues to engage with us
2. Look at additional opportunities the customer would not see, and pepper them into the journey:
• Which cross-sell opportunities exist?
• Can personalized flyers or be provided product packaging?
• Are there opportunities for social media interaction?
• What types of events (sale, holiday, birthday) can trigger a personalized email?
3. Identify what happens within each channel and when a customer jumps from one channel to the next:
• What happens when Anisha goes from a TV ad to a desktop website to a mobile device app to a brick-and-mortar store to after
she purchases a product?
• Look at how her needs changes from each and what content she needs and expects within each.

29. Content determines the
success or failure of
personalization
Part 4: Content

30. Without effective, relevant, timely and
GOOD contextual
content, personalization is useless.

31. 31
DETERMINING WHICH CONTENT TO SERVE
UP
1. As noted previously, first identify the personas, user-states and channels you want to consider.
2. Create a customer journey for each instance.
3. Map out scenarios based on needs and triggers (what do users need to accomplish and why?).
4. Develop content based on the above.
1. For the foundational experience (the first phase), make assumptions based on the data you have,
considering segmentation models, persona development, CRM data, customer support logs, etc.
2. For all of the following, you should be prepared to ensure that content and technology can support each.

32. 32
DETERMINING WHICH CONTENT TO SERVE UP
Persona User State Channel Use Case/Journey Content
Surgical Shopper Anonymous Website (Desktop)
Mobile (App)
Buy a Product – Step one
searches for product in
Google
Serve up product image that
she searches on in
homepage carousel once
she lands on site
Surgical Shopper Anonymous Website (Desktop)
Mobile (App)
Buy a Product – Step two
clicks on product in carousel
goes to product detail
Serve up cross-sell to
product, serve up exclusive
content to new buyer (e.g.,
coupon)
Surgical Shopper Anonymous Website (Desktop)
Mobile (App)
But a Product –Add to cart Recommend related item
Prompt for profile sign-up

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CHANNEL CONSIDERATIONS
Website (desktop) areas of focus:
• How does a user enter the site?
• If by search, are there ways to personalize her experience based on that keyword?
• If banner lead-in, can the same logic be utilized? For example, she searched for a cat toy, so surface up content where she
enters and follow her around the site specific to „cat toy,‟
• What is her behavior on the site – her end-to-end clickstream? For the journey, can specific areas be recommended on
each page or template to personalize content? Can content relevant to her needs and her persona be served up?
• Which editorial, lifestyle or non-product (but relevant) content might she want to see? What would lead her to
engagement?
• Where should she convert and what happens after she converts?
• If she can create a profile, what does she need to tell you about herself to create opportunities for content creation?
• Ensure the profile captures all relevant information to deliver a personalized experience.
• Go through an exercise that determines everything necessary to determine who she is and what would be valuable to know
about her (for example, for a major food services company, what are her dietary needs and what is her age, food preferences,
and health history?)
• Also ensure to capture future-state personalization areas that may not be part of the initial release to build a scalable user profile
template.

34. 34
CHANNEL CONSIDERATIONS
Social media
• Which content is she likely to share? Think about life-style trends such as „road warrior‟ or „foodie.‟
• What is important to her friends or social groups?
• What is important to life-style communities that would appeal to her?
• How many people are sharing that content and where are they sharing it?
• What social opportunities could you create for her to opt in?

35. 35
CHANNEL CONSIDERATIONS
Mobile
 Are there geo-locational opportunities, such as sending text because she is in front of a store? Can you
create an opportunity for her opt-in to such offers?
 How would she use a smart-phone in a store?
 What does she or others like her do with apps?
 How would she use social on apps and what opportunities exist?
 Differentiate between tablet and smartphone with content, as each is its on unique entity.
A few mobile (smartphone) considerations*…
 68 percent of mobile searches result in a map look up
 61 percent of local mobile searches result in a phone call
 59 percent of mobile users interact with businesses via social media regularly.
*Source for each point: http://www.mobilecommercedaily.com/4-myths-of-mobile-metrics

36. 36
CHANNEL CONSIDERATIONS
Email / SMS
 What types of event-oriented email can be triggered?
 Which types of confirmations can be offered?
 Which types of email should be created for absentee customers?
 Which types of appreciation emails should be granted?
 Which content within event-triggered emails should be personalized?
 Which types of texts could be opted in and what are the types of triggers for them that we should
consider? What types of content would be most useful for the user and her needs via sms?

37. 37
CHANNEL CONSIDERATIONS
In Store
• Is there a Kiosk for which she can interact, if so, can she sign-up for a profile? Are there built-in social
sharing opportunities?
• Are there QR scanning opportunities? If so, and if it is product-specific, can you prompt user profile
creation or login or tracking?
• If it is a specialty store or a store that delivers a specific service, does she have a profile, and if so, which
opportunities exist to provide her a personalized experience? Can the sales‟ associate create a profile for
her?
• Can the sales‟ associate know what she wants, her previous purchase behavior and/or her existing
services as soon as she gives him her name?
• Are there offers or coupons that require in-store validation?

38. 38
CHANNEL CONSIDERATIONS
Post-purchase support
 Do you provide the necessary channels for support? For example, if her power goes out, do you provide mobile support
services via a mobile app that has her data?
 If she calls support, can you customize the experience to meet her needs? E.g. We know you have this product, we
know you called before, etc.
 Do you have content that is specific to her if she goes online via desktop that captures her profile information and
delivers her a personalized experience?
Considerations for in-store and post-purchase experience
 Customer satisfaction comes mostly after a product is purchased
 Considering that 80% customers couldn't care less if brands go away tomorrow, a strong focus on customer happiness
after they have purchased a product, is a powerful differentiator.

39. 39
CHANNEL CONSIDERATIONS
Packaging
 If package is sent via mail, are there insets to deliver a personalized message?
 If package is in-store, are there opt-ins to social sharing possibilities?
 Can packaging be personalized for on-line delivery?

40. 40
CONTENT CONSIDERATIONS
Personalization is an investment in content, time, resources and technology.
 Personalization is 100% dependent on the content to deliver the experience. Whether you launch a single channel or
complete omnichannel experience, you must have specific content for: each channel, personalized module within it, for
each customer need and persona.
 Determine baselines and develop a realistic content editorial calendar to support the content necessary to support
personalization, noting resources, time and cost.
 Although not covered in this presentation, metadata and controlled vocabularies require content to be created for tags
and terms. These tools are the „fuel‟ for personalization and are required components. They must factor into editorial
calendar and length of time for content to go-live for personalization
 Create a nimble content lifecycle that can react to changes in customer behavior and serve up content accordingly
 Be careful to avoid „big-brother syndrome,‟ and test your solutions with user surveys to ensure they are not „creepy.‟
 Don‟t boil the ocean, start small and create a comprehensive content experience over time.

41. Part 5: Exercise

42. 42
CREATE JOURNEY AND CONTENT
Let’s review another customer journey to understand the complexity…
• Purchasing salad dressing
• Buying a pair of Levis
• Buying a Toyata Prius

43. 43
CUSTOMER JOURNEYS AND CONTENT SAMPLE
Let’s review another customer journey to understand the complexity…
• Anisha sees an organic herbicide product on America's Most Desperate Landscape on DYI TV Network.
• During the TV program, she grabs her iPad, does a search on Bing to find a home and garden shop in her area that sells the
product.
• On the top search result, she sees that the manufacturer has a page for the products. Curious, she clicks on the link.
• She finds a whole product suite on the Website, and sees „locate a store in your area‟ module on the page that displays a store
near her.
• She verifies on the Yelp link provided on the site that the store is reputable and notices extremely favorable reviews of the
specialty store and the product.
• She goes to the store, and when she tells the store about her Online experience, they offer her an immediate 10% discount on
all products within the organic line she seeks.
• Once home, she notices a coupon affixed to the herbicide which also contains information about participating in the company‟s
„help the earth‟ community.
• She signs up for a profile, which asks for FB, Twitter and phone number.
• She opts in for all three.
• She ‘likes’ the FB page, and when she becomes a fan on FB she sees an app that allows her to create a progress library. Every
week she invited to share a photo and track her "help the earth" contributions.

44. 44
CUSTOMER JOURNEY AND CONTENT SAMPLE
• While on the „help the earth‟ page, she sees an ad for birdseed and pet products. Her dog, Sparky, likes to chew
rawhide bones and she notices that one of the products uses free-range rawhide.
• She clicks the link that takes her back to the site and orders it online.
• Once she receives it in the mail, she gets another coupon for online for the store near her. She is so impressed she
shares the product with her friends on Facebook/Twitter (using the embedded share functionality) as she knows that
many of her friends have pets.
• She gets an email notice from the specialty store that sold her the initial product four weeks later for a coupon on
related products.
• She also notices a syndicated article about ticks and flees next time she goes to the Website.
• When she goes back to the store, she receives a text notice for an additional 20% off of purchases in the product line
with a personalized thank note for her loyalty.

45. 45
SAMPLE CUSTOMER JOURNEY FROM TEAM –
SALAD DRESSING SCENARIO
Authored by Content Strategy Workshop Team members:
Melissa Breker @melissabreker
Brian Halligan @brianhalligan
Laurence Dansokho @laurenceD
Ivette Dickinson @ividi
Shannon Emmerson @forgeandspark
Hilary Marsh @hilarymarsh
Boris is having his annual summer barbecue and wants to serve something that will impress his friends and top what he served last
year. On a trip to the grocery store to buy all the meat for the BBQ, there was a person offering samples of a new salad dressing
featuring chia seeds and a video at the checkout line showing an amazing salad, so Boris decided to make salad for the barbecue.
He had only a limited time to prepare for the barbecue and wanted something fancy, so he ran back to the aisle and bought the salad
dressing. There was a coupon on the bottle for 50¢ off the price of the dressing.
When he got home, he noticed a QR code on the bottle inviting him to participate in a contest: share his salad masterpiece with his
recipe. And it was a masterpiece, with sun-dried tomatoes, pine nuts, goat cheese, artichoke hearts – and, of course, the salad
dressing.

46. 46
SAMPLE CUSTOMER JOURNEY FROM TEAM –
SALAD DRESSING SCENARIO
The barbecue got rave reviews and his friends posted pictures on Facebook and Twitter. The women especially loved the salad, and
asked for the recipe. When his FB and Twitter friends ask for the recipe, he shares the name of the salad dressing, as well as a picture
of the label showing the nutritional ingredients.
The next time he visits Facebook, he sees an ad inviting him to like the salad dressing for an additional 50¢ off his next purchase.
The company also sends him a Twitter DM with a special offer.
The next time he goes to that grocery store, he checks the app and sees that there is a special product recommended for him from
that company, along with a coupon for the recommended product.
The next time he logs into Facebook, he sees a comment from the dressing company praising his salad and offering a link to tips and
recipes that are on the company’s food blog, as well as other uses for the dressing – marinade, dipping sauces, etc.
While watching Bobby Flay on the Food Network, he sees a commercial from the salad dressing company announcing a contest for a
group trip to Italy if people share their salad recipes.

47. 47
SAMPLE CUSTOMER JOURNEY FROM TEAM –
SALAD DRESSING SCENARIO
The contest has a crowd-sourced element, where the company chooses the finalists and then the ultimate winner is based on the
number of votes.
Boris posts on Facebook asking whether he should enter the contest and his friends enthusiastically say he should. He enters, finds
out that he is a finalist.
The company offers him tools for getting as many votes as possible – with incentives, where every share on Facebook is worth
additional votes. There is an extra incentive for contestants who post a video of them making their salad and tagging it with the
dressing name.
Soon, people he doesn’t even know are starting to vote for his salad. All told, Boris received 1,500 votes for his salad on Facebook,
and comments and shares on YouTube.
Every person who liked Boris’s salad on any network receives a coupon for the dressing from the company.
Boris wins the contest and wins the trip, and he and his friends post tons of pictures online and mention how he got to go to Italy. The
company shoots promotional videos of him and his friends and it becomes a successful campaign for them.

48. 48
SAMPLE CUSTOMER JOURNEY FROM TEAM –
JEANS SCENARIO
Authored by Content Strategy Workshops Team Members: = Amanda Bernard, Chris Macmillan, Paula Land, James Ingold, PG Bartlett,
Colleen Brown
Persona = Janie (aka Sissy) is a 16-year old girl who is a Taylor Swift fan.
Scenario = Janie goes to a Taylor Swift concert and sees Taylor wearing a pair of Levi’s that she wants to buy too.
Trigger = wants to emulate her favorite celebrity, Taylor Swift, who wears a specific type of Levi jeans
Levi’s sponsors the WiFi at the concert, there are banners by the stage, signs in the bathroom, and there is a QR code/URL for a
microsite where she can get a discount code for Levi’s on the back of Janie’s concert ticket. Janie scans the QR code and is taken to a
microsite featuring Taylor Swift and the jeans.
Microsite features the jeans with opportunity to buy online or at a store near her. The microsite detects her location automatically
and displays the Levi's stores in her area. Other CTAs on the microsite encourage Janie to provide her mobile number to get a discount
code by SMS and to share her Taylor Swift concert experience by uploading her photos from the Taylor Swift concert Instagram and
tag her photos as Taylor Swift.

49. 49
SAMPLE CUSTOMER JOURNEY FROM TEAM –
JEANS SCENARIO
Janie also has a lot of great photos from the concert so she clicks on the CTA and is taken to Instagram where she uploads and tags her
concert photos. Then she sees an ad on Instagram featuring Taylor Swift wearing the jeans. The ad leads to the microsite as well.
Janie decides to drive herself to the store. Inside the store she swipes a kiosk with her phone and immediately the sales associate
knows she’s there to buy the Taylor Swift Levi’s. Janie gives the sales associate her size, she tries on the jeans, and then buys the Levi’s
using the discount code on her phone. The sales associate let’s Janie know that if she gives Levi’s her email address then she will
receive emails with style guides, coupons, exclusive deals, and free music downloads for artists like Taylor Swift.
Post purchase, the sales associate gives Janie a postcard with a CTA to tell her friends about her purchase. If 3 of her friends also buy
the Levi’s then Janie gets a coupon for a free pair. Because Janie provided her email address, she also immediately gets an email alert
reminding her to share the code with her friends so she can get a free pair of Levi’s.
The sales associate also tells Janie about a social media contest that Levi’s is running. The social media campaign tag line is “Where do
you perform in your life wearing your Levi’s?”. Janie can upload photos of her and her friends wearing the Levi’s because the winners
get free jeans for a year or a chance to meet Taylor Swift at a photo shoot or a private concert. A reminder to participate in the social
media contest is also included in the email Janie received from Levi's (the email with the purchase code to give her friends).

50. Content metrics – the critical
component for personalization
success.
Part 5. Personalization
content metrics

51. Content metrics measure customer
behavior, how well content is
performing, and which areas of the
content to evolve. They close the loop for
evolving personalization.

52. 52
Most important metric is the clickstream (the
customer journey through site)
For example: Clearance Page > Men‟s Coats
> Shearling Coat > Add to Cart > Purchase
Completion
Other metrics:
 Conversion rates
 Length of visit per page
 Depth of visit
 Exit and bounce rates
 Content usage (which content is
viewed, shared, downloaded, etc)
METRICS TO MEASURE

53. 53
Customer behavior via customer interaction history (profile or cookie-based)
 Accessories for previously purchased item: bracelet charm
 Similar products (artist, genre): music, books
Other metrics:
 Top Keyword Searches
• “Clearance”
• “Earphones for iPod”
Photo from
Pandora
METRICS TO MEASURE

54. 54
Customer choices
 Purchased product, such as a product as part of series: Game of Thrones
Season 1, Season 2 to be released, etc.
 Cart abandonment
 Conversion points (where and when did the customer convert)
 Number of times visiting channel before conversion
Other metrics
 Site registration
 Register for special content: Whitepaper
 Viewed Product Information
 Product/Brand Blitz: Car Promotion Microsite
 Find a copy of many more metrics from Rebecca Schneider and Kevin Nichols:
http://ideaengineers.sapient.com/events/idea-engineer-exchange-webinar-series-2/
METRICS TO MEASURE

55. Part 5: Questions and comments

56. Was there anything you wanted to get out
of this session that you did not?
Do you have any questions?

57. 57
Kevin P Nichols
knichols@sapient.com
 kevinpnichols.com
 Twitter: #kpnichols
 LinkedIn: http://www.linkedin.com/in/kevinpnichols
KEEP THE CONVERSATION GOING