Presentation delivered by Josh Whiten at Digital in Kent Conference on 20th April 2016.

2. @SagittariusMktg @JoshWhiten
JoshWhitenDigitalMarketingDirector
Segmentation versus Personalisation
Digital inKent 20/04/16

3. my journey.
› 1991 clientside marketing
› 1998 marketing consultancy
› 2002 digital marketing consultancy
› 2009 small digital agency
› 2014 large digital agency
@SagittariusMktg @JoshWhiten

4. the agency.
› Based in Ashford and London
› Team of 23 (and looking for more)
› Travel, health and wellbeing, ecommerce
@SagittariusMktg @JoshWhiten

5. growth acceleration
programs.
digital marketing
that drivestraffic and
createsravingfans.
ecommercewebsites
and apps that convert
more sales.
@SagittariusMktg @JoshWhiten

6. @SagittariusMktg @JoshWhiten
 seo
 paid search
 socialstrategy
 contentmarketing
 email marketing
 websitedesign& build
 mobile
 u/x and optimisation
 global ecommerce
 digital transformation
growth acceleration
programs.

7. @SagittariusMktg @JoshWhiten
recognition.

9. what are they and why
should we care?
@SagittariusMktg @JoshWhiten

10. @SagittariusMktg @JoshWhiten
in a digital context...
› Segmentation is targeting your marketing
based on what you know about individuals
› Personalisation is adapting your marketing
based on what you know and what users do

11. but this is nothing new
@SagittariusMktg @JoshWhiten

12. @SagittariusMktg @JoshWhiten

13. models.
@SagittariusMktg @JoshWhiten
the different stages of the
consumer journey.

14. examples.
@SagittariusMktg @JoshWhiten
Attention Interest Desire Action
Unawareness Awareness Comprehension Conviction Action

15. @SagittariusMktg @JoshWhiten
channels.

16. @SagittariusMktg @JoshWhiten
Image: Josh Whiten

17. @SagittariusMktg @JoshWhiten
Image: Josh Whiten

18. now.
@SagittariusMktg @JoshWhiten
• the channels have changed
• but some things remain the
same

19. @SagittariusMktg @JoshWhiten
Image: Josh Whiten

20. @SagittariusMktg @JoshWhiten
Image: Josh Whiten

21. @SagittariusMktg @JoshWhiten
channels play different roles in the
customer journey.

22. examples.
@SagittariusMktg @JoshWhiten
Attention Interest Desire Action
Unawareness Awareness Comprehension Conviction Action

23. @SagittariusMktg @JoshWhiten
the past meets the future.
› Segmentation has been marketing
theory for decades
› Personalisation has evolved thanks to
the latest technology

24. @SagittariusMktg @JoshWhiten
but enough theory.

25. audience participation.
@SagittariusMktg @JoshWhiten
Image: http://nos.twnsnd.co/

26. 1. stand up if
you’re a business
owner.
@SagittariusMktg @JoshWhiten

27. 2. stand up if you
are employed in
marketing.
@SagittariusMktg @JoshWhiten

28. 3. stand up if
you’re from an
agency or a
consultant.
@SagittariusMktg @JoshWhiten

29. you’ve been segmented.
@SagittariusMktg @JoshWhiten

30. interested in digital
@SagittariusMktg
business
owners
employed in
marketing
agency
people
interested in digital
@SagittariusMktg @JoshWhiten

31. now for personalisation.
@SagittariusMktg @JoshWhiten
› Adapt my content
› Adapt my format
› Adapt my delivery
› Cross reference other data

32. context.
@SagittariusMktg @JoshWhiten
Image: http://nos.twnsnd.co/

33. making it happen.
@SagittariusMktg @JoshWhiten
Image: http://nos.twnsnd.co/

34. data is the key.
@SagittariusMktg @JoshWhiten
Image: Flickr

35. @SagittariusMktg @JoshWhiten
b2c segmentation.
› Demographics
› Interests
› History
› Value
Image: Flickr

36. @SagittariusMktg @JoshWhiten
b2b segmentation.
› Role or responsibility
› Company
› Vertical or sector
› History
› Value
Image: Flickr

37. @SagittariusMktg @JoshWhiten
personalisation by context.

38. @SagittariusMktg @JoshWhiten
personalisation by channel.

39. @SagittariusMktg @JoshWhiten
personalisation by journey stage.
Source: Think With Google

40. @SagittariusMktg @JoshWhiten
hands on examples
Image: http://nos.twnsnd.co/

41. segmenting via facebook
insights
@SagittariusMktg @joshwhiten

42. uk
teachers.

43. segmenting via
google analytics.
@SagittariusMktg @joshwhiten
whatweuse
what’savailable
Image: Flickr

44. analytics segments.
› Campaign
› Source / Medium
› New / Repeat
› Super Users
› Device
› Converting / Non-Converting
@SagittariusMktg @JoshWhiten

45. @SagittariusMktg @JoshWhiten
email personalisation.

46. Image: Sagittarius

47. @SagittariusMktg @JoshWhiten
ppc personalisation.
Image: Josh Whiten

48. @SagittariusMktg @JoshWhiten
campaign personalisation.
› Landing page relevance and intent
› Google Search Remarketing (RLSA)
› YouTube video creative remarketing
› Facebook Ads remarketing for Page Likes
› Context – time of day, season, day of week

49. @SagittariusMktg @JoshWhiten
website personalisation.
› Reducing the Friction
› Improving User Experience
› Conversion Rate Optimisation
› Mapping user and behaviours
› Building engagement scores
› Personalising the content

50. 22%less bounce
rate
7%more holiday
searches
32%more hotel page
views
107%increase in
facebook likes
120%increase in customer
feedback
55%more conversions to
booking process
ski weekends.
@SagittariusMktg @JoshWhiten

51. @SagittariusMktg @JoshWhiten
device and location
personalisation.

52. Image: Sagittarius

53. recap.
› Segmentation = data
› Personalisation = decisions
@SagittariusMktg @JoshWhiten

54. in the past....
we segmented by
who users are
@SagittariusMktg @JoshWhiten

55. in the future...
we’ll personalise by
what users do
@SagittariusMktg @JoshWhiten

56. if you’re still in doubt...
@SagittariusMktg @JoshWhiten

57. “the future is now”
@SagittariusMktg @JoshWhiten
Peter Drucker
Image: http://nos.twnsnd.co/

58. thank you.
@SagittariusMktg @JoshWhiten