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Personalization from Ad to Conversion
Digital Growth UnleashedNovember 14, 2018
2
“Businesses need to
evolve their definition
of personalization –
from tactical
segmentation, to
strategic
individualization.”
- Forrester
4
BEST TECHNOLOGY
5
1. What is personalization?
2. Why do we use personalization?
3. How do we tell our boss/client that we use personalization?
4. How do we actually use personalization?
5. What are ways to advance our personalization tomorrow?
LET’S TAKE A STEP BACK
2
7
Andrew Garberson
VP, Marketing Services
Twitter: @garberson
Linkedin.com/in/garberson
We create big-picture digital solutions that help leading
companies deliver transformational brand experiences by
ensuring the smooth flow of data, insights, and interactions
across the digital brand experience.
2
8
Andrew Garberson
VP, Marketing Services
Twitter: @garberson
Linkedin.com/in/garberson
Not Analytics Engineer
Analytics Engineer
Kevin Haag
Survey: bit.ly/dig-growth
Twitter.com/garberson
What is personalization?
“
WHAT IS PERSONALIZATION?
Using data to create more relevant and mutually-beneficial
experiences for our customers
Just so we are clear:
My definition, not Merriam Webster
13
IN OTHER WORDS, NOT THIS
14
PERSONALIZATION SPECTRUM
DynamicAudience
15
Male
Mid-30s
Pittsburgh
Cycling
Dog Lover
PERSONALIZATION SPECTRUM
DynamicAudience
Andrew Garberson
194032993-399402
16
PERSONALIZATION SPECTRUM
DynamicAudience
Which type of personalization has:
1. The most value to the prospective customer?
2. The highest return on investment?
19
2
20
Michael
2019 Graduate
Teach for America wants the best and brightest:
• Top university
• High grade point average (GPA)
• Degree in science, technology, engineering, math
• Diverse or urban background that helps to connect
with students
3.7 GPA
Harvard University
Engineering
21
22
23
24
25
Which type of personalization has:
1. The most value to the prospective customer?
2. The highest return on investment?
27
Advertising Testing Reporting
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Analytics
28
29
Ivy
Genius
STEM
30
31
Advertising
Testing
Reporting
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Analytics
32
Advertising
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Analytics
33
Testing
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Analytics
34
Advertising
Testing
SHARE PERSONALIZATION DATA BETWEEN TOOLS
35
Reporting
SHARE PERSONALIZATION DATA BETWEEN TOOLS
36
37
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Analytics
38
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Advertising
39
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Testing
40
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Testing
41
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Reporting
42
Advertising
Testing
Reporting
ALL WITH FREE / AFFORDABLE TOOLS
Analytics
Keeping in mind the customer
44
45
John
Male
Jane
Female
David
Wizard
INSTEAD OF FOCUSING ON THEIR QUALITIES…
46
Aspiring Wizard Dedicated Teacher Lifelong Learner
PERSONALIZE FOR THEIR MOTIVATIONS
47
PERSONALIZATION SPECTRUM
DynamicAudience
Which type of personalization has:
1. The most value to the prospective customer?
2. The highest return on investment?
50
2
51
Michael
2019 Graduate
Teach for America wants the best and brightest:
• Top university
• High grade point average (GPA)
• Degree in science, technology, engineering, math
• Diverse or urban background that helps to connect
with students
3.7 GPA
Harvard University
Engineering
52
Questions & Discussion
Andrew Garberson
Vice President, Marketing Services
Email: andrew.garberson@bounteous.com

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