In this talk for Smart Data Analytics Forum, Ian McCaig talks you through how to get the most out of your personalization with 6 simple, straightforward steps. Find out how you can drive conversions and get the most out of your ecommerce site.

1. Personalisation for the
21st century marketer
Ian McCaig
@QubitGroup
Monday, 17 June 13

2. Understand
visitors
Break down
IT barriers
Personalise
websites
What we do
@QubitGroup
Monday, 17 June 13

3. Digital marketing: Ad tech made optimisation pretty easy
3
Digital marketing AD tech +ROI
Search
Display
Email
Social
Monday, 17 June 13

4. Conversions have now got a whole lot more important
4
CPC Growth
+288%
2005-2010
Monday, 17 June 13

5. Driving conversions isn’t always easy
@QubitGroup
Monday, 17 June 13

6. Impossible to beat amazon
Monday, 17 June 13

7. CoachReturning customerFirst timer
Three types of boxer
Monday, 17 June 13

8. First timer: browsing aimlessly, nothing in basket
Best sellers
Monday, 17 June 13

9. Returning customer: specific search or logged in
welcome back
Your recommendations
Monday, 17 June 13

10. Coach: multiples of same item in basket
Punch bag details:
-
-
-
-
Item added:
You’re £34 away
from 15%
discount
Monday, 17 June 13

11. 52% agree that ‘the ability
to personalise web content
is fundamental to their
online strategy’
Source: Econsultancy 2013
@QubitGroup
Monday, 17 June 13

12. 72% agree they
‘understand importance
of personalisation, but
don’t know how to do it’
Source: Econsultancy 2013
@QubitGroup
Monday, 17 June 13

13. Key
products
Best
seller
Special
offer
What is personalisation?
Latest
stock
Impulse
products
Monday, 17 June 13

14. Website personalisation is...
Messaging Offers Announcements
Theme and layout Recommendations Widgets
@QubitGroup
Monday, 17 June 13

15. For all the different types of people who visit your site
Basket cases
People who put things
in their basket and
don’t buy
Lost souls
On site search users
who never find what
they're looking for
First timers
New users in
need of brand
reassurance before
they engage
Careful spenders
People who leave long
gaps between making
purchases
@QubitGroup
Monday, 17 June 13

16. Optimising all your different technologies as well
Recommendations
Live helpMerchandising
Reviews Retargeting
@QubitGroup
Monday, 17 June 13

17. Modern businesses
should be able to enjoy 10%
conversion rates
@QubitGroup
Monday, 17 June 13

18. Which businesses
are thinking like this?
@QubitGroup
Monday, 17 June 13

19. Data drivenCreating new a heart
around digital
Facebook/Google/Apple
generation
Forward thinking consumer-focused businesses
Monday, 17 June 13

20. Data drivenCreating new a heart
around digital
Facebook/Google/Apple
generation
Forward thinking consumer-focused businesses
Monday, 17 June 13

21. Data drivenCreating new a heart
around digital
Facebook/Google/Apple
generation
Forward thinking consumer-focused businesses
Monday, 17 June 13

22. Delivering personalisation
in six steps
@QubitGroup
Monday, 17 June 13

23. 1. Choosing the right
mix of technologies
@QubitGroup
Monday, 17 June 13

24. Content Management Systems haven’t adapted enough
Analytics; but this
didn't move beyond
a reporting function
in a company
- Web analytics
- Site diagnostics
TMS; to help
marketers deploy
3rd party technology
and manage their data
- Tag management
- Data management
Optimisation;
focused on site
optimisation but
drove limited ROI
- Testing
- Targeting
CMS
@QubitGroup
Monday, 17 June 13

25. The technologies needed for personalisation
Data structuring
and collection
Insight and
analytics
Widgets
and apps
Messaging,
personalisation
platform
Testing
@QubitGroup
Monday, 17 June 13

26. Penetration of Analytics
99%
Analytics
Does not use analytics
Analytics
WithoutWith
@QubitGroup
Qubit research on technology adoption in travel and retail
Monday, 17 June 13

27. Penetration of Analytics
99%
Analytics
Does not use analytics
Penetration of testing and targeting
66%
34%
T&T technology
No T&T technology
Analytics Testing & Targeting
WithoutWith
@QubitGroup
Qubit research on technology adoption in travel in retail
Monday, 17 June 13

28. Qubit research on technology adoption in travel in retail
Penetration of Analytics
99%
Analytics
Does not use analytics
Penetration of testing and targeting
66%
34%
T&T technology
No T&T technology
Penetration of TMS
78%
22%
Analytics Testing & Targeting Tag Management
WithoutWith
@QubitGroup
Monday, 17 June 13

29. 2. Getting the right
skills in house
@QubitGroup
Monday, 17 June 13

30. Businesses used to have a head of electricity...
Monday, 17 June 13

31. Building an organisation for the future
Development
@QubitGroup
Monday, 17 June 13

32. Development
Digital
Marketing
Building an organisation for the future
@QubitGroup
Monday, 17 June 13

33. Development
Acquisition
Merchandising
Retention
Building an organisation for the future
@QubitGroup
Monday, 17 June 13

34. Development
Acquisition
Merchandising
Retention
Analyst /
Data Scientist
Agency
Building an organisation for the future
@QubitGroup
Monday, 17 June 13

35. It can help your business work more efficiently
Development
Analyst /
Data Scientist
Agency
Merchandising
Optimisation
Retention
@QubitGroup
Monday, 17 June 13

36. the shortage in data scientists by
2017
190K
New skills are in demand
@QubitGroup
Monday, 17 June 13

37. CMOs need to become CMIOs!
@QubitGroup
Future CMO
Uses tech as a
must have tool
Present CMO CIO
Monday, 17 June 13

38. 3. Collecting
the right data
@QubitGroup
Monday, 17 June 13

39. Visitor behaviour has changed; traditional tools don’t work
Then: The purchase
funnel
Now: The custumer
decision journey
Awareness
Familiarity
Consideration
Purchase
Loyalty
Evaluate
Commit
Experience
Consider Buy
Interest
trigger
Decision
trigger
@QubitGroup
Monday, 17 June 13

40. More advanced models are now required
Quantitative data
Universal Variable structures
all the data from each page
Your products
are hard to
find
< navigation >
< description >
< price >
< image > < colour >
Qualitative data
Visitor Opinion gathers useful
insight as people leave the page
@QubitGroup
Monday, 17 June 13

41. Universal Variable: data collection for the 21st century marketer
@QubitGroup
Monday, 17 June 13

42. 4. Finding insights
you can act on
@QubitGroup
Monday, 17 June 13

43. Visitors arriving at lunchtime are 33%
more likely to purchase than at other
times of the day
Time of day
@QubitGroup
Qubit research, 2013
Monday, 17 June 13

44. Geo insights
The average US customer
coming to a UK website is
worth over three times as
much as a UK customer
to your business
@QubitGroup
Qubit research, 2013
Monday, 17 June 13

45. Chrome users are the most price
sensitive - they’re 7% more likely
to complain about price!
Browser
@QubitGroup
Qubit research, 2013
Monday, 17 June 13

46. Browser insights
Internet Explorer users are much
more likely to convert than other
browser users
Qubit research, 2013
@QubitGroup
Monday, 17 June 13

47. 5. Delivering
personalisations
@QubitGroup
Monday, 17 June 13

48. A new means of delivery, led by the marketer
A presentation layer
Discovering insights, delivering
content, offers and widgets to
your site; through your browser
CMS / eCommerce platform
A data layer
Tag Management deploys
your technologies and
aligns your data
Website
@QubitGroup
Monday, 17 June 13

49. The ability to target on precise variables
Amount in basket Search query Referrer
Shopping
behaviour
Product criteria
Browser
or device
Geo location Stock availability Any JS variable
e.g. people who put more than £75 stock in their basket and look like
they’re about to leave the page
@QubitGroup
Monday, 17 June 13

50. Act quickly
@QubitGroup
Monday, 17 June 13

51. 51
Monday, 17 June 13

52. 6. Measure performance
@QubitGroup
Monday, 17 June 13

53. Site optimisation vs Merchandising
50% 50%
95%
5%
@QubitGroup
AB Testing Campaign delivery
• Optimisation led
• Find best variation for
specific customer segment
• Test and push winning
variation live
• E.g. testing new landing pages
• Campaign led
• Serve to all relevant customers.
• Run 5% global control to learn
about impact of campaign
• E.g. 75% off end of season
stock announcement
Monday, 17 June 13

54. A need for constant measurement
@QubitGroup
Monday, 17 June 13

55. 7% conversion uplift
For Crew Clothing
55
New visitors encountering
the brand for the first time.
Three layers designed
to increase brand
engagement; email sign-up,
free delivery and customer
service promise.
Monday, 17 June 13

56. Worked example
@QubitGroup
Monday, 17 June 13

57. biceps
@QubitGroup
Monday, 17 June 13

58. biceps
Behavioural data
Insight
Content
Execution
Performance
Simple workflow
@QubitGroup
Monday, 17 June 13

59. French Connection
@QubitGroup
Monday, 17 June 13

60. Behavioural data
@QubitGroup
Monday, 17 June 13

61. Insight
Paid and natural search had low conversions and complained about price
@QubitGroup
Monday, 17 June 13

62. Content
An on-page message layer
A simple message
encouraging this segment
to buy and experiment with
FCUK products.
@QubitGroup
Monday, 17 June 13

63. Execution
The message was served to all visitors on paid and natural search
@QubitGroup
Monday, 17 June 13

64. Performance
7.3%conversion uplift
@QubitGroup
Monday, 17 June 13

65. Simple workflow
Behavioural data Insight Content Execution Performance
Simple workflow
two weeks
@QubitGroup
Monday, 17 June 13

66. Closing thought
@QubitGroup
Monday, 17 June 13

67. Utility web
Forward thinking consumer-focused businesses
@QubitGroup
Monday, 17 June 13

68. App storesUtility web
Forward thinking consumer-focused businesses
@QubitGroup
Monday, 17 June 13

69. Experience webApp storesUtility web
Forward thinking consumer-focused businesses
@QubitGroup
Monday, 17 June 13

70. Sign up for the Forrester research
Sign up here:
bit.ly/qubitforrester
@QubitGroup
Monday, 17 June 13

71. Some Qubit research you might enjoy
71
bit.ly/quresearch bit.ly/qutech
Monday, 17 June 13

72. Thanks
Follow us @QubitGroup
Monday, 17 June 13