Learn how to plan and orchestrate your marketing personalization and optimization strategy. Orchestrate your strategy wisely and serve customers effectively across all channels.

1. HowtoDeliver
Powerful Personalized Experiences
Ori Lavie, SVP Sales
April 2015

2. Agenda
• Who Are We?
• First Step
• Data Collection
• Visitor Segmentation
• Real Personalization
• Automated Optimization
• Questions
How to Deliver Powerful Personalized Experiences

3. Who Are We?
Dynamic Yield is a SaaS-based solution for real-time personalization and
automated conversion optimization.
We leverage automation and advanced machine learning to provide
personalized user experiences, tailored for individual users.
How to Deliver Powerful Personalized Experiences

4. How to Deliver Powerful Personalized Experiences
First Step
Plan and orchestrate your strategy

5. How to Deliver Powerful Personalized Experiences

6. Data Collection

7. Getting Web Analytics Right
• Ensure a high level of confidence in the data
• Focus on trends
• Don't assume anything you can’t prove
• Storytelling means everything to your data
• Focus on actionable insights
How to Deliver Powerful Personalized Experiences

8. Signs You’re Doing Web Analytics All Wrong
• Accepting your data at face value
• Not focusing on meaningful metrics
• Focusing on absolute numbers instead of trends
• Assuming arbitrary correlation between data sets
• Ignoring segments
• Getting seduced by vanity metrics
• Forgetting your data tells a story
• Not visualizing actionable insights
• Ignoring statistical significance
How to Deliver Powerful Personalized Experiences

9. Visitor Segmentation

10. Segmenting Your Data
• Develop a customer centricity approach
• Differentiate between behaviors and intent of visitor groups
• Uncover the truths behind the numbers
• See “what” and “who” is driving the end-result
• Act accordingly
How to Deliver Powerful Personalized Experiences

11. A 4-Step Visitor Segmentation Cycle
How to Deliver Powerful Personalized Experiences

12. For instance, let’s say we’re looking at a report for the last 7 days
with the following metrics:
• Unique users: 13,020,403
• Revenue impact: $260,408
• Average revenue per user: $0.02
How to Deliver Powerful Personalized Experiences
Segmentation Example

13. Let’s have another look at the data from a segmented point-of-view:
How to Deliver Powerful Personalized Experiences
Segmentation Example

14. But why stop there?!
How to Deliver Powerful Personalized Experiences
Segmentation Example

15. Persona-based Segments
eCommerce personas:
1. Product-focused shoppers – Highly-focused, goal-driven shoppers.
2. Browsers – Leisurely shoppers who are killing time.
3. Researchers – Highly motivated, looking to learn about a specific product.
4. Bargain hunters – Customers who are on the lookout for the best deals.
5. One-time shoppers – Customers who are not entirely familiar with your site.
How to Deliver Powerful Personalized Experiences

16. Advanced Ways to Group Visitors into Segments
• Revenue impact
• Engagement or action taken
• Type of content consumed
• Visitors with past conversions vs. no conversions
• Session count / Depth of visit
• Visitors with cart abandonments
• Customer intent
How to Deliver Powerful Personalized Experiences

17. Real Personalization

18. Effective one-to-one personalization can only be achieved
if you have the right data,
if you know who your audience is
and what your most valuable segments are.
How to Deliver Powerful Personalized Experiences

19. The Benefits of Personalization
Personalization increases user engagement
Show users what they’re looking for
and they’ll be more likely to take action.
Personalization increases conversions
If more users engage with your website,
your conversions will be higher.
Personalization keeps your website fresh
Returning to a website and seeing the same offers
will not keep users coming back.
How to Deliver Powerful Personalized Experiences

20. Segmentation is NOT Personalization
How to Deliver Powerful Personalized Experiences

21. Demographics
Age, gender, income, occupation, geo
Interests
Sports, cars, politics, Caribbean holidays
Intent
In the market for…
Behavioral
iPhone user, frequent visitor, registered
Personalization Data Types
How to Deliver Powerful Personalized Experiences

22. The Progression to Ultimate Personalization
Gartner's Market Guide for Digital Personalization Engines, 7 April 2015
How to Deliver Powerful Personalized Experiences

23. Third Party Data
Providers
Marketing
Automation
CRM
First Time Visitor ✓ Limited ✖
Returning Visitor ✓ ✓ ✖
Registered User /
Buyer
✓ ✓ ✓
Data Sources
How to Deliver Powerful Personalized Experiences

24. Automated Optimization

25. Take the Bandit Approach
How to Deliver Powerful Personalized Experiences

26. Choose the Right Objective
How to Deliver Powerful Personalized Experiences

27. Create an Awesome Optimization Plan
How to Deliver Powerful Personalized Experiences

28. Thank You
Ori Lavie, SVP Sales
Ori@DynamicYield.com