Focusing on targeting customers in a near instantaneous manner and using specific data points to personalize messages and product offerings across all channels and devices is crucial to success. The pace of technological change is shifting customer expectations, both consciously and subconsciously, and marketing in real time not only creates a truly relevant customer experience, but also differentiates your company from the rest. Here Verizon’s Alvin Glay explains how the telecom giant has used real-time marketing to make its customer experience more personalized, relevant, and ultimately, more profitable.

1. #monetatesummit
Real-Time
PersonalizationinAction
AlvinGlay, VerizonWireless

2. Agenda
• Personalization overview
• Why it matters
• Biggest barriers
• Our approach to personalization
• Personalization in action

3. Defining Personalization
Personalization is:
• The right content for the right person
at the right time
Personalization is not:
• A/B testing
• UX “fixes”

4. Consumers Want to be Accommodated
Source: Econsultancy / Monetate Real-Time Marketing Report

5. Consumers Want to be Accommodated
“Consumers are now used to having
everything they want, when they want it.
There is no margin for error anymore for
the wrong message, the wrong time, the
wrong audience or the wrong product.”
Source: Econsultancy / Monetate Real-Time Marketing Report

6. Benefits of Personalization
Source: Econsultancy / Monetate Real-Time Marketing Report
Perceived Benefits:

7. Benefits of Personalization
Source: Econsultancy / Monetate Real-Time Marketing Report
Companies reported
a 26% uplift in
conversion rate
coming from real-time
marketing activities
Perceived Benefits:

8. It’s Everywhere

9. It’s Everywhere
Source:'Amazon.comSource:'Google.com'

10. Source: Econsultancy / Monetate Real-Time Marketing Report

11. …but it’s not the easiest thing to start doing
Barriers to effective
real-time marketing
Source: Econsultancy / Monetate Real-Time Marketing Report

12. Personalization on
VerizonWireless.com

13. The Verizon Wireless Customer
Example Customers
• Prospects
• Techies
• Fitness experts
• Innovators
• Early adopters
• Brand loyalists
• Comparison shoppers
There are many unique customers, all
shopping multiple products and categories:
Buying...
• Network
• Device
• Home services
• Accessories

14. Making the Choice:
Partnering with Monetate
A Winning Product
• Make multiple site-wide changes for multiple segments without
requiring any IT involvement
• Speed to market, we can start right now, no development deployments
• Run multiple experiences at the same time for different segments
Full-Service Digital Optimization and Personalization Team
• Strategic services
• Innovative recommendations/guidance
• Great collaboration and partnership

15. • Monetate, eCRM, BlueKai, Neustar
Approaching Personalization
•Tools we use to approach personalization:
•Our people/corporate strategy
• Monetate
• Agencies
• Partners
• Multiple team members
•Who we use to implement personalization across the site:

16. !
• Verizon initially focused on high-volume, and
then shifted to high-value segments.
!
• Through this, we learned that it is okay to start
out with simple campaigns.
Figuring Out Where to Start

17. Phases of Personalization

18. Phase 1
Macro Segments
New/Returning
Geo-location
Mobile/Desktop
Phases of Personalization

19. Phase 1
Macro Segments
New/Returning
Geo-location
Mobile/Desktop
Phase 2
Key Segments
Marketing Channel
Product Affinity
Loyalty
Phases of Personalization

20. Phase 1
Macro Segments
New/Returning
Geo-location
Mobile/Desktop
Phase 2
Key Segments
Marketing Channel
Product Affinity
Loyalty
Phase 3
Personas
Life-Cycle
Multiple Attributes
Driven by Phase 1 & 2
Phases of Personalization

21. Phase 1:
Start Using Macrosegmentation, High Volume
Start off looking at
consumer segments
at a high level
(i.e. new vs.
returning)

22. Start combining segments with each other to move toward
a more personalized site experience.
Phase 2:
Moving From Macrosegments to Key Segments
Additional target options:
• iPhone vs Android
• Urban vs Suburban
• High-purchase frequency
• Affiliate network shopper
• New visitors coming from key
search terms
• Previously purchased X product
• May Like Y
Examples of key segments:

23. Phase 2 Example: Affiliate Segment

24. Phase 2 Example: Galaxy Gear

25. • Use data from Phase 1 and Phase 2 to build and
drive persona-based examples
Phase 3:
Driving Persona-Based Experiences
• This is the ultimate goal of personalization: to have
your customers feel as if their website experience
is totally unique

26. !
• High penetration and high LTV
• Highest rate of connected tablet ownership
• Most tech-savvy group
• First to buy new technology and fashion
• Heavy travelers and users of public transit
• Likes a good deal but will also pay more for quality
• Online activity includes fantasy sports, shopping, travel
Verizon Wireless Personas
Big city couples
Customers close to deactivation
• On-site behavior showing that they may be
close to closing their accounts
• 3rd party data indicating in-market for
competitive providers

27. • Challenge:
To successfully motivate users to complete transactions
within the online channel instead of going to Verizon store
locations
!
• Hypothesis:
Users who seek physical Verizon Wireless store locations
via search engines and the store locator page can
successfully be pulled back into the online channel when
the value propositions of online options are reinforced
Phases of Personalization in Play

28. • Added a banner and
dynamic text offering free
shipping on the store
locator page, reinforcing the
value proposition to entice
shoppers to buy online
Phases of Personalization in Play
Phase 1

29. • Added a banner and
dynamic text offering free
shipping on the store
locator page, reinforcing the
value proposition to entice
shoppers to buy online
Phases of Personalization in Play
Phase 1

30. • Updated banner and
dynamic text to read
‘Free Next Day/
Overnight/Weekend
Shipping’ based on
time of visit
Phases of Personalization in Play
Phase 2

31. • Updated banner and
dynamic text to read
‘Free Next Day/
Overnight/Weekend
Shipping’ based on
time of visit
Phases of Personalization in Play
Phase 2

32. • Updated banner and
dynamic text ‘Stay off
the roads & order online’
on store locator page to
visitors in areas where
it’s currently snowing
(paired with shipping
promo)
Phases of Personalization in Play
Phase 3

33. • Updated banner and
dynamic text ‘Stay off
the roads & order online’
on store locator page to
visitors in areas where
it’s currently snowing
(paired with shipping
promo)
Phases of Personalization in Play
Phase 3

34. 1. Focus on core personas – remember high
value, high volume
2. Partner with the right tools
3. Start simple
4. Use your data to drive your decisions
Key Steps to Implementing Personalization