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7 Habits of Highly Effective Personalization Organizations

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After a morning of exciting technology advancements and visionary discussion with industry leaders, get back into an operational mentality in the personalization workshop. Learn what makes organizations practicing personalization successful, and return to your team with clear action items to upgrade your organization into a personalization powerhouse.

Veröffentlicht in: Business

7 Habits of Highly Effective Personalization Organizations

  1. 1. 7 Habits of Highly Effective Personalization Organizations Hudson Arnold Strategy Consultant, Optimizely @hudson_arnold hudson@optimizely.com
  2. 2. HABIT 1 Create a Vision
  3. 3. “The best vision is insight.” – MALCOM FORBES
  4. 4. Habit 1 Takeaway: Create a Vision
  5. 5. HABIT 2 Experimentation Maturity
  6. 6. ARE WE READY TO STEP FORWARD? FORRESTER’S PERSPECTIVE *Source: Forrester’s Q3 2015 Global Online Testing Platform Customer Online Survey Dimensions of continuous optimization Online testing is applied mostly to the “explore” and “buy” phases of the customer life cycle Online testing is applied mostly to websites Online testing practices are mostly executing only A/B tests A minority (i.e., 30% or fewer) of customer interactions are included in online testing* Opportunity for improvement
  7. 7. ARE WE READY TO STEP FORWARD? FORRESTER’S PERSPECTIVE *Source: Forrester’s Q3 2015 Global Online Testing Platform Customer Online Survey Dimensions of continuous optimization Online testing is applied mostly to the “explore” and “buy” phases of the customer life cycle Online testing is applied mostly to websites Online testing practices are mostly executing only A/B tests A minority (i.e., 30% or fewer) of customer interactions are included in online testing* Opportunity for improvement MATURE OPTIMIZATION PROGRAMS • Do more complicated tests than A/B • Test through more than just a few pages • Are segmenting analytics
  8. 8. ARE WE READY TO STEP FORWARD? OPTIMIZELY’S MATURITY MODEL INTERESTED INVESTED INTEGRATED INGRAINED VALUE Culture Process Strategy Development
  9. 9. ARE WE READY TO STEP FORWARD? OPTIMIZELY’S MATURITY MODEL INTERESTED INVESTED INTEGRATED INGRAINED VALUE Culture Process Strategy Development YESMAYBENO
  10. 10. INTERESTED INVESTED INTEGRATED INGRAINED VALUE Culture Process Strategy Development • Inconsistent access to resources MATURE OPTIMIZATION PROGRAMS • Are comfortable pushing boundaries • Have processes and teams in place • Speak language of testing ARE WE READY TO STEP FORWARD? OPTIMIZELY’S MATURITY MODEL
  11. 11. LEADING INDICATORS Experimentation Success VELOCITY The volume of experiments being ran, the reach of personalization campaigns. Throughput: # of experiments per property per month/week. AGILITY The degree that the experimentation program acts on results. Iteration: The % of experiments put into production and iterated upon. EFFICIENCY The efficiency that experiments get through production cycle Drag: Average hours spent redeveloping due to QA QUALITY The average likelihood that an experiment will produce business impact Impact Rate: % generating meaningful result OPERATIONAL METRICS FOR EXPERIMENTATION
  12. 12. LEADING INDICATORS Experimentation Success VELOCITY The volume of experiments being ran, the reach of personalization campaigns. Throughput: # of experiments per property per month/week. AGILITY The degree that the experimentation program acts on results. Iteration: The % of experiments put into production and iterated upon. EFFICIENCY The efficiency that experiments get through production cycle Drag: Average hours spent redeveloping due to QA QUALITY The average likelihood that an experiment will produce business impact Impact Rate: % generating meaningful result OPERATIONAL METRICS FOR EXPERIMENTATION MATURE EXPERIMENTATION PROGRAMS • Are high throughput • Develop efficiently (business as usual!) • Get consistent wins
  13. 13. Habit 2 Takeaway: Experimentation Maturity
  14. 14. HABIT 3 Assemble Your Dream Team
  15. 15. DISCOVERY IMPLEMENTATION PLANNING PRODUCTION REPORTING PERSONALIZATION PLAYBOOK END-END PROCESS + MILESTONES
  16. 16. CORE PERSONALIZATION TEAM SKILLSETS & TEAM ROLE Executive Sponsor Project Manager Technical Lead Developer Content
  17. 17. make a slack channel make the time
  18. 18. Habit 3 Takeaway: Assemble Your Dream Team
  19. 19. HABIT 4 Enrich Your Perspective
  20. 20. YOUR Team Status Quo: Tech: current capabilities and limitations People and Process Audience Strategy Look Internally Your Systems Your Analytics Your Personas Your Competitors Your Strategy Future States: Potential capabilities Audience Proposal Use Cases YOUR TEAM’S TASK GATHER INTELLIGENCE 1
  21. 21. YOUR Team Validation and Alternate Perspectives: Tech: Potential capabilities People and Process: Alternate Approaches Audience Strategy Consult External Experts Vendors Consultants Agencies Analyst Reports Future States: Potential capabilities Audience Proposal Use Cases 2 YOUR TEAM’S TASK GATHER INTELLIGENCE
  22. 22. YOUR Team Status Quo: Tech: current capabilities and limitations People and Process Audience Strategy Validation and Alternate Perspectives: Tech: Potential capabilities People and Process: Alternate Approaches Audience Strategy Consult External Experts Vendors Consultants Agencies Analyst Reports Look Internally Your Systems Your Analytics Your Personas Your Competitors Your Strategy Future States: Potential capabilities Audience Proposal Use Cases YOUR Brief 3 YOUR TEAM’S TASK GATHER INTELLIGENCE
  23. 23. YOUR Team Status Quo Validation and Alternate Perspectives Consult External Experts Look Internally Future States YOUR Brief 3 YOUR TEAM’S TASK GATHER INTELLIGENCE
  24. 24. Habit 4 Takeaway: Enrich Your Perspective
  25. 25. HABIT 5 Create Your Audience Strategy
  26. 26. Recency & Frequency Cross-sells & Up-sells Value Propositions START BY REVISITING YOUR BUSINESS STRATEGY Propensity Models Customer Journey Model Price Sensitivity
  27. 27. LAYER ON MORE AUDIENCES LEFT- & RIGHT-BRAIN PERSONAS ANALYTICS
  28. 28. WHAT TECHNICAL SIGNALS CAN WE LEVERAGE? CONNECT CONCEPT TO TACTIC Viewed 2 Products, Didn’t Buy Keyword contains ‘discount’ Most frequently viewed category DMP + Uploaded Lists Abandoned Checkout Data Warehouse (Customer ID Geo-Targeting) Came from Ad Campign = Gift Technical Signal Consideration-Stage Wants a discount Preference for a specific product type High-Propensity Needs a push VIP Member Urban Location Shopping for a Gift Audience Characteristic
  29. 29. PRIORITIZE, PRIORITIZE, PRIORITIZE PURSUE VARIETY OF AUDIENCES, MAXIMIZE REACH/QUALITY Obvious Need Large Need for Creativity Granular Visitor Cohort; New, Returning, Active, Loyal Large Geos; Coastal Urban, State, Key Cities Browsed Twice; Product Category Past Purchasers Second Priority
  30. 30. Habit 5 Takeaway: Create Your Audience Strategy
  31. 31. HABIT 6 Unify
  32. 32. Everyone has to work together for personalization to work for you
  33. 33. View of the Customer CONNECT YOUR DATA HOUSEKEEPING BEFORE TECHNOLOGY
  34. 34. Habit 6 Takeaway: Unify
  35. 35. HABIT 7 Crawl Before You Walk
  36. 36. PHASED INTEGRATION OF PERSONALIZATION CRAWL, WALK, RUN 0-12 weeks BuildPhase 1 months 12-24 BuildPhase 3BuildPhase 2 months 3-12
  37. 37. Platform Implementation Simple Audiences Starter Campaigns, Limited Integration of Testing + Personalization Phase 2 Planning REACH: 0-15% PAGES: 1-3; only most critical ROI points # CAMPAIGNS: 2-5 AUDIENCES: Natively available, simple, large, simple conditions; Metro, Single Behaviors TACTICS: Modules (lightboxes), image swaps, little testing 0-12 weeks Buil d Phase 1 PHASED INTEGRATION OF PERSONALIZATION CRAWL, WALK, RUN
  38. 38. Integration with 1st & 3rd Party Data More Campaigns Integration of testing & Personalization workflows More advanced use cases Phase 3 Planning Buil d Phase 2 months 3-12 PHASED INTEGRATION OF PERSONALIZATION CRAWL, WALK, RUN REACH: 30-60% PAGES: Multiple campaign/audiences on top ROI pages # CAMPAIGNS: 10-20 ongoing campaigns AUDIENCES: Target intersecting audiences, 3rd & 1st party data used, more and complex behaviors TACTICS: Experiments drive campaign execution and iteration
  39. 39. Full system integration Ongoing improvement New audience strategy Use cases continually iterated Web personalization data feeds email and ad deployment Buil d Phase 3 months 12-24 PHASED INTEGRATION OF PERSONALIZATION CRAWL, WALK, RUN REACH: 75-100% PAGES: Most pages, multiple elements per page # CAMPAIGNS: 25+ ongoing personalization campaigns iterated on AUDIENCES: Old audiences iterated, new granular audiences TACTICS: Fully expressive strategy
  40. 40. Habit 7 Takeaway: Crawl Before You Walk
  41. 41. Create a Vision Experimentation Maturity Assemble Your Dream Team Enrich Your Perspective Create Your Audience Strategy Unify Crawl Before You Walk

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