Presented by Kathy Hecht, Chief Marketing Officer, American Greetings Interactive Using intelligence, optimization, and cross-channel coordination drove effective program performance for American Greetings Interactive with personalized, relevant web content that allowed them to better engaged with their customers.

1. Personalization, Customization and
Segmentation
• On a Web site, personalization is the process of tailoring
pages to individual users' characteristics or preferences.
• Personalization implies that the changes are based on
implicit data, such as items purchased or pages viewed.
• The term customization is used instead when the site only
uses explicit data such as ratings or preferences
• Segmentation is splitting customers into distinct groups

2. Alterian’s Engaging Times Summit 2010
Social Listening and Personalization Strategies
Kathy Hecht
CMO, AG Interactive

3. Why Segment?
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4. …..when we buy the same product…
…and we like different things

5. Evolution of Personalization
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6. Stage 1 – Historical Information
Traditional
Funny
80% increase in
sends

7. Holiday segmentation
Easter Segment Passover Segment
10% lift in sends 40% lift in sends

8. Relationship segmentation
Mother Segment
• 16% lift
Other Family Segment
• 17% lift
General Mother’s Day Segment
• 12% lift

9. Frequency Segmentation
Superficial
Short List In the Middle

10. Corresponding Offers by Segment
Superficial
Push more
connections with
existing network
Short
Encourage importing
names from other address
books
Middle
Cross-sell other products

11. Birthday Promos for Birthday Senders
Default Homepage
Birthday Homepage

12. Welcome Page for First Time Visitors
Default Homepage
Welcome Homepage

13. Subscription Term Choice

14. Personalization Phase 2
Deliver a different experience based on who they are and what they do.
Created a 67% lift in revenue per visitor for the targeted population!

15. More Places to Personalize
Regular Experience: subscribe to send premium cards
Low propensity Experience: download free toolbar to send premium cards

16. Personalization Stage 3
Social
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17. 8,170 Followers
22,492 Followers
809 Followers
23,111 Followers

19. Alterian SM2 Reports…SENTIMENT
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20. Alterian SM2 Reports…DAILY VOLUME
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21. Alterian SM2 Reports…TWITTER
POPULARITY
Someone with a 10 star ranking has 5000+ followers!
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22. Taylor Swift

23. The Concert Ticket Giveaway

24. Giving an Update and Rules Clarification

25. Evolved to Fans Talking to Each Other

26. New Product Introduction

27. Marketing Messages

28. Stages of Personalization
• Based on what customers BUY
• Based on what customers DO
• Based on what customers SAY
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29. Many more choices ahead

30. The End
(actually, more like the beginning)
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