Alberto Brea

1. Make Brands Personal
Combining Creativity and Data to Develop Personalized
Content
Alberto Brea, Executive Director, Strategy and Planning, Ogilvy

2. THE GREAT FRAGMENTATION
More Devices
More Digital Touchpoints
More Platforms
More Micro-audiences
More Product SKU’s
More Geographies
More Things to Say
More Data everywhere

3. THE ONLY
WAY TO
BREAK
THROUGH
Act in a profoundly
consumer-centric way1.
Act from the deep belief
that brands matter2.
Act with purposeful and
relentless innovation3.

4. Customers Expect
Personalization;
We know it improves
performance.

5. 5
NEARLY 80% OF HIGH-
PERFORMING
MARKETERS REPORT
THAT PERSONALIZATION
SYSTEMS HAVE
BOOSTED REVENUE.
CMO.com, quoting the
Digital Marketing
Optimization Survey
BUSINESSES THAT USE
PERSONALIZATION
TECHNOLOGIES SEE
AVERAGE SALES
UPLIFT OF 19%.
eConsultancy
McKinsey, 2015
COMPANIES WHO PUT
DATA-DRIVEN
PERSONALIZATION AT
THE CENTER OF THEIR
MARKETING AND SALES
DECISIONS IMPROVE
MARKETING ROI BY 15-
20%.

6. 6
Personalization creates action
Increases customer lifetime value / loyalty
Increases eCommerce revenues
Increases lead generation / customer acquisition
Increases conversion rates (to lead or to transaction)
Increases visitor engagement
Increase consumer engagement
28%
34%
45%
53%
73%
54%
* Sources: eMarketer, April 2015. % of Marketers who agree that personalisation… n=

7. 7
Types of personalization
Perception of personalization
DIFFERENTIATE
D
CONTEXTUALIZE
D
Personalization
dimensions
Elements
personalized
INDIVIDUALIZED
This is in the brand’s interest I am in a group that’s like me
Showing the right offer and the
right product for each audience
(within a Milestone)
Showing contextual relevance, a
specific tone with specific language, with
the right (reward) investment, the right
content (topic), addressing the right pain
point (assumed)
This is for me as an individual
Smart rules resulting in an individualized service
messaging that shows the brand knows what I need
based on what I’ve done before, and what I’ve told you,
giving me a better experience

8. This is for me as an individual
Smart rules resulting in an individualized service
messaging that shows the brand knows what I need
based on what I’ve done before, and what I’ve told you,
giving me a better experience
8
DIFFERENTIATE
D
CONTEXTUALIZE
D
INDIVIDUALIZED
This is in the brand’s interest I am in a group that’s like me
Personalization
dimensions
Elements
personalized
Showing the right offer and the
right product for each audience
(within a Milestone)
CUSTOMERSPROSPECTS
Perception of personalization
Showing contextual relevance, a
specific tone with specific language, with
the right (reward) investment, the right
content (topic), addressing the right pain
point (assumed)
PERMISSION
Types of personalization

9. What we can or can’t do
Knowing them Personally
[ Data that we might have now or we could buy ]
Who she is
What she needs
What she wants
Knowing their Behavior
[ Data we don’t have but we have the tech to do]
What she interacts with
Where she interacts
What she finds useful (& doesn’t)
or

10. 10
Personalization

11. 11
DIFFERENTIATED
Based on member engagement and value,
determines appropriate offer value
High Value Low Value

12. 12
CONTEXTUALIZED
Based on retailer preference

13. 13
INDIVIDUALIZED
Based on Dorothy interactions

14. 14
Full funnel marketing to drive
sales via
CONTEXTUALIZED

15. The Challenge
Philips wanted to complement the
brand’s seasonal sales cycle by
selling more of their electric razors
using content on social.

16. 3. re-engage prospects with product or proposition
driven message using PREFERENCE CONTENT
4. re-target site visitors who haven’t acted to close the
sales using COMMERCIAL CONTENT
Dailytracking&optimization
2. engage prospects relevantly with brand story using
HERO CONTENT
1. precisely identify audiences
The Path To Selling Philips Shavers On
Social

17. Using consumer data and primary research, Philips
created specific segments representing different
types of male consumers. Various grooming habits
were considered.
Identify The Audience That Matters

18. PROSPECTS
IMAGE SEEKERS 25-44
Research & Insights
We then used Profiler and
Facebook lookalike modeling
to create an even deeper
understanding of each
segment and adjusted the
strategy accordingly.
Develop Segments with Social Data

19. 542
Sub-segment
• Define the sub-segment
you want to leverage,
allowing you to
personalize the message
while also optimizing and
collecting richer insights
during the campaign
1
Audience
Definition
Sizing
• Identification of the
key audience you
need to reach to
achieve your goals
and objectives
3
Research
• Collecting insights
about your audience:
• Persona
• Profiler
• Internal
• External
• Focus group
Lenses
• Identifying the
targeting criteria that
will allow you to
identify that audience
• Start manipulating the
different tools of the
social platform in order
to evaluate each
audience size and
potential
Key Steps to Develop the Targeting
Segmentation

20. GOAL: INSPIRATION TO DISCOVER
Entice Users with Emotional Content

21. TITLE TEXT
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five

22. GOAL: ENGAGEMENT
2 Follow-Up Films
Carousel Ads driving
traffic to a blog post were
also created
Continue Engagement With Hero Content

23. GOAL: CONSIDERATION
Re-Engage Active Prospects with Preference
Content

24. GOAL: CONVERSION
GOAL: PURCHASE
Close Sales with Commercial Content

25. 3. Re-engage prospects with product or proposition driven message using
PREFERENCE CONTENT
4. Re-target site visitors who haven’t acted to close the sales using
COMMERCIAL CONTENT
2. Engage prospects relevantly with brand story using HERO CONTENT
1. Precisely identify audiences
The Path To Developing Personalized Content
On Social