1.
Don't Become
Brand Spam.
Fight Back
with Context!
© 2014 Webtrends, Inc. 1

2.
© 2014 Webtrends, Inc. 2

3.
facts
the
© 2014 Webtrends, Inc. 3

4.
Blimey!
facts
The average Brit has 260
emails unopened in their inbox
© 2014 Webtrends, Inc. 4

5.
of these emails
are from brands
of Brits say brand
spam drives them mad
facts
56% 84%
© 2014 Webtrends, Inc. 5

6.
Brilliant!
facts: get personal
81% of Brits respond positively when they
receive personalized content from a brand
© 2014 Webtrends, Inc. 6

7.
of those who NEVER open
emails say they would
if the subject line was
personalized
of the people who
SOMETIMES open brand
emails say they would if it
was personalized
facts: get personal
60% 82%
© 2014 Webtrends, Inc. 7

8.
challenge
the
© 2014 Webtrends, Inc. 8

9.
Personalization isn’t what it used to be
challenge
© 2014 Webtrends, Inc. 9

10.
challenge
Marketers are faced with the process of customer’s
“Self-selecting.”
Ignoring emails that they signed up for but are simply not
relevant at the time they are sent–personalized or not.
© 2014 Webtrends, Inc. 10

11.
solution
the
© 2014 Webtrends, Inc. 11

12.
What IF brands could improve
personalization by understanding
the context of each customer’s visit?
solution
Because it’s all about relevancy,
contextual relevancy
© 2014 Webtrends, Inc. 12

13.
At Webtrends, we call that...
contextual
personalization!
© 2014 Webtrends, Inc. 13

14.
Wicked!
solution
So... what is contextual personalization?
It’s the combination of historical and real-time data to come to
context-sensitive insights about customers.
Contextual
Time of day, current site activity,
weather, device
Personalization
Purchase history, personal
preferences, demographic
(age, gender, etc)
© 2014 Webtrends, Inc. 14

15.
insight!
personal + contextual =
Let’s see an example...
© 2014 Webtrends, Inc. 15

16.
solution: contextual personalization
Hello!
Meet Jill...
She is a fashion-loving female
who has purchased items
from this retail site in the past.
Today she is visiting the site
from her mobile device,
looking at women’s shoes on
a rainy day in London, where
she lives.
© 2014 Webtrends, Inc. 16

17.
solution: contextual personalization
Personal
Jill-27
London
Historical
Contextual
12:31 p.m.
Mobile
Shoes
Rain
© 2014 Webtrends, Inc. 17

18.
solution: contextual personalization
Because we know from historical data
that Jill is a frequent shoe-shopper
and from real-time data that she is
browsing via mobile, from London,
on a rainy day, we can recommend a
deal on wellies – likely the item Jill was
looking for!
© 2014 Webtrends, Inc. 18

19.
solution: contextual personalization
© 2014 Webtrends, Inc. 19

20.
w e b t r e n d s
learn: download the whitepaper!
Want to learn more about
Contextual Personalization?
Download the whitepaper here
© 2014 Webtrends, Inc. 20
Contextual Personalization
The next frontier in customer
engagement.
John Fleming – Marketing Director, Webtrends EMEA & AsiaPac
Webtrends® Whitepaper © 2014 Webtrends, Inc. All Rights Reserved