Learn the latest best practices with examples from the Smart Insights summit talk on personalization across web, email and media platforms using AI and machine learning.
Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...
Website personalization trends and techniques 2018
1. 1
#DigitalPriorities Digital Marketing Priorities 2018 brought to you by
The 3 key ways to improve the customer
journey
Joey Moore, Director of Product Marketing
Greg Moore, Manager for Personalisation and
Campaign Strategy of Episerver
2. 2
Before we start… house keeping
• A recording for the webinar will be sent via Email
• Slides will be available via Smart Insights Slideshare
• Please get involved with the interactions:
• Give your views in the votes
• Do ask questions at any point via the Questions panel
17. 17
Strategy and Authoring
Campaign Orchestration
2. Visitor Intelligence
Behavioral Search Optimization
Personalized Cross-channel Outreach
Rankings & Recommendations
3. Autonomous Personalization
Delighting the Customer
Marketer Machine
Cross-channel Execution
Content Personalization
1. Omnichannel Content
Management
Real-Time Interaction Management
Profile and Persona Big Data Store
Creativity
Helping Differentiate with the Ideal Marriage of Man and Machine
18. 18
THE 3 TIERS OF PERSONALIZATION
Segmentation BehavioralBasic/Standard
Hello Joey, Welcome Back
Based on what what you’ve
browsed and what people with
similar behaviors like you
Here’s your product or content
that best fits you
Brits, who have too many kids
and like to travel
This is what they should see
19. 19
Segmentation BehavioralBasic/Standard
Hello Joey, Welcome Back
Brits, who have too many kids
and like to travel
This is what they should see
Based on what what you’ve
browsed and what people with
similar behaviors like you
Here’s your product or content
that best fits you
Developers
Marketers /
Merchandisers
AI
25. 25
25
50% increase in AOV
65% increase in units per order
5% increase in sales
35% increase in AOV
7% increase in sales
66% increase in units per order
26. 26
Episerver Advance* | Content Sequencing
SEE THINK DO CARE
* Planned release, not yet available
28. EpiserverEpiserver
Brands are spending
more
year-over-year increase in
brand created content
3X
For less
return
of all brand created
content gets noticed
5%
of purchase decisions
are peer influenced
81%
Drive
sales
ofconsumerstrustearnedmediamorethan
ownedmedia
92%
Strengthen
consumer trust
30. EpiserverEpiserver
Drives click through rates up by up to 60%
Increase conversion by up to 25%
Boost the performance of all your email campaigns
Welcom
Offers
News
Browse
Abando
n
Confirmatio
nn
Shipping
Rate/Review
Cross-sell
Fully Personalize All Types of Emails
32. 32
Episerver
Collect Individual User Level Data
Aggregate to Segmented or Persona Level
Identify User Journey’s
Visualize Relevant Data
Take Action and Permeate Through Relevant Systems
50. 50
From Data Management to Data Intelligence
Episerver Profile Store | Data Management Platform (DMP)
Episerver Personalization Engine | Machine Learning Algorithms
Data Analytics
• Records what happened
• Stores visitor behavior
• Low customer value
Customer profile
Interaction preferences
Transaction history
Case history
Recent browsing activity
Recent chat activity
Social activity
Location and device
GDPR compliance
Data Science
• Calculates and predicts intent
• Relies on Data Analytics
• Mid value to customer
Episerver
Advance
Episerver Find
Episerver
Perform
Data Intelligence
• Visualize results
• Relies on Data Science or Data Analytics or both
• High value to customer
Search Rankings
Product Recommendations
Content Sequencing
Event Triggering
Individual or Group Profiles and Journeys
Personas and Persona Journeys
Multi-Dimensional Segments
Episerver
Reach
Episerver
Campaign
Episerver CMS Episerver Commerce
Episerver Insight
51. 51
Capture
Data capture and
data processing
Customer segmentation
RFM
Store Transactions
Margin
Product sales
Inventory & Stock
Prices and promotion
Social interests
Social Likes
Store location
Competitive intelligence
Ratings & Reviews
Loyalty
Data
Sales &
Inventory
Social data
Secondary
data
52. 52
Capture Analyze
Run analytics-algorithms
learn from data capture
Single
customer
behavior
Product
attributes
Other
customers’
behavior
Clustering
Product Identification
Customer Profiles
Product Association
Collaborative
Analytics &
Algorithms
Customer segmentation
RFM
Store Transactions
Margin
Product sales
Inventory & Stock
Prices and promotion
Social interests
Social Likes
Store location
Competitive intelligence
Ratings & Reviews
Loyalty
Data
Sales &
Inventory
Social data
Secondary
data
Data capture and
data processing
53. 53
Capture Analyze Visualize
Data capture and
data processing
Run analytics-algorithms
learn from data capture
Push relevant content and
products to consumer
Product
attributes
Clustering
Product Identification
Customer Profiles
Product Association
Collaborative
Customer Insights
Recommendation
Push relevant content
and suitable products
back to customers
Analytics &
Algorithms
Visualization
Action
Customer segmentation
RFM
Store Transactions
Margin
Product sales
Inventory & Stock
Prices and promotion
Social interests
Social Likes
Store location
Competitive intelligence
Ratings & Reviews
Loyalty
Data
Sales &
Inventory
Social data
Secondary
data
Single
customer
behavior
Other
customers’
behavior
57. 57
Perform: Related
Recommendations -
Product and Category
predictive
recommendations
Advance: Related Recommendations
Perform: Product and Category predictive
recommendations
Personalised Find: Site
search and category landing
based on previous orders
and interactions
Inspired
61. 61
Perform: Related Product Recommendations
Advance: Conversion intent Content/Promotions
Order
confirmation
Reach:
Abandoned
Purchase
Thank you for
your order:
Order #12345
64. 64
Auto identify
customer
Reach: Related
Recommendations
Ad Targeting
Cross-device
Merging
Rules based
landing content &
PLA Optimisation
Campaign or
Reactivation
Automation
SEO Listings
Insight: Dynamic
audience selection
based on all
behaviour
66. 66
First Name:
Surname:
Location:
Last visit:
Last online Purchase:
Last instore Purchase:
Store name:
Served by:
Days since last purchase:
AOV:
Last search Keyword:
Last category viewed:
Last product viewed:
Most viewed Category:
Most viewed Brand:
Number of devices:
Holly
Golightly
London, UK
10/09/2016
10/09/2016
16/11/2017
Carnaby Street
Jane
43
£78.00
Black Dresses
Dresses
M100Blk
Womens
Reiss
2
Every business understands the importance
Tells you what happened.
Can
Lots of noise
Companies claiming to deliver on promise
We have been doing for 10 years
Specifically Machine Learning
Using to make sense of huge data sets, every click, view, basket
SCALE
automatically learn and adjust your business decisions based on the data you are collecting.
Where is the value in this convergence?
What can it deliver?
Customer experience has been talked about for many years – most organizations say they focus on it, only some do. Part of that customer experience is to allow your customers to feel a part of the company – to really get an understanding of what it’s like to be a part of the culture – in this case we were at a concert for TOP and they roll this Hamster Ball out into the crowd…their fans were highly integral to an overwhelmingly positive customer experience. What does it mean for you?
Why are we treating everyone as if they were the same?
That’s pretty much the current state of affairs so;
When people are
Browsing
Using search
Navigating categories
At the moment, everyone pretty much gets the same experience when in fact [next slide]
But everyone is different
so why do we still give them the same experience
when browsing a website or
when they are using search?
Not only are people different, but they also behave differently depending on their wants and needs at any given time.
Again most sites and search solutions don’t address this.
In fact they’re not able to address it because… [next slide] …it’s incredibly hard to do.
When we talk about segmentation
We say “this is my universe”
Some may be male, some may be female
New visitors
Returning visitors
Some people will have shopped before/not shopped before
Then you can start to segment up or divide up your customers
But the reality is, it doesn’t look like this:
It doesn’t even look like this
The reality is; you have hundreds of thousands or millions of visitors hitting your website
They all have different needs and wants
Those change throughout the visit
Fundamentally, the problem with segmentation ceiling is that ultimately
“how many is the right number of segments”? 5, 50, 500, 5000?
It becomes (click) hard, almost impossible to maintain
And what’s worse is (click) you’re going to miss all these opportunities
There will be people that you’re putting into specific buckets or specific groups where you aren’t addressing their intent with visiting the site
The reality is; you have hundreds of thousands or millions of visitors hitting your website
They all have different needs and wants
Those change throughout the visit
Fundamentally, the problem with segmentation ceiling is that ultimately
“how many is the right number of segments”? 5, 50, 500, 5000?
It becomes (click) hard, almost impossible to maintain
And what’s worse is (click) you’re going to miss all these opportunities
There will be people that you’re putting into specific buckets or specific groups where you aren’t addressing their intent with visiting the site
We’re striving to make you more efficient by helping with some of the day-to-day marketing challenges…
The solution is always-on marketing, engaging with visitors based on the consideration stage that they are in and the interest they have. Applying the SEE, THINK, DO framework, you cannot push DO stuff to someone in the SEE stage and companies do that all the time. But you can nudge someone once a week or a month with great SEE content that they are interested in.
People are not idiots. They see your BUY NOW or REQUEST A DEMO button, but most folks that interact with you have other intentions and if you are customer centric you stop shoving DO stuff down their throat and try figuring out their intent and serving them something that’s relevant based on consideration stage and interest, so they can complete their task. If you enable them to do that with a good experience, you have a pretty good chance of getting them to buy from you down the road.
Filter, group and segment your audience with multi-dimensional filtering, based on their historical interactions
Filter, group and segment your audience with multi-dimensional filtering, based on their historical interactions
https://www.mni.com/images/micro-targeting.jpg?crc=176708655
Filter, group and segment your audience with multi-dimensional filtering, based on their historical interactions
https://www.mni.com/images/micro-targeting.jpg?crc=176708655
build segments and discover interests in certain product categories among your assortments
Picture: http://www.dynamicpeople.nl/wp-content/uploads/2014/01/over-ons.png
build segments and discover interests in certain product categories among your assortments
Picture: http://www.dynamicpeople.nl/wp-content/uploads/2014/01/over-ons.png
anything you want with the data
Accessing and enriching the data to build on top of the segmenting and BI that Insight delivers.
But I much prefer to think of it as…
But I much prefer to think of it as…
Walkthrough – Advance Machine Learning
What data capture used to look like….
Website tracking only – disconnect – Silos
Then Mobile sites
Then Mobile apps
Today
Retail environment - Store
Beacons/Wifi
Contact Center
Walkthrough – Advance Machine Learning
IBM recently said that 90% of the worlds data was created in the 2 years
The Platform and suite of over 100 algorithms processes and sorts this data.
Building relationships between individuals, products and content to determine:
Whats valuable?
Where is the opportunity?