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Digital Personalization 101: The building blocks for a powerful strategy

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We’ve heard a lot about personalization over the last few years. Personalized digital experiences help you to keep your customers interested, keep them loyal and, ultimately, keep them profitable. Yet too many organizations are only scratching the surface of the limitless potential on offer or those that have gotten started are losing their momentum. What about you?

Join our webinar to discover the building blocks of a powerful personalization strategy. The importance of segmenting your audiences. And why experimentation kicks in to transform a good experience into a great experience – for everyone.

What you’ll learn:
- What personalization involves, what it means for you, and how to get started.
- How to put in place building blocks of personalization - and why more experimentation equals higher engagement.
- Why validating your experiences unleashes the full power of a personalized digital journey.

Learn more about creating impactful digital experiences in the Power of Personalization: https://www.optimizely.com/optimindset-personalization

Veröffentlicht in: Technologie
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Digital Personalization 101: The building blocks for a powerful strategy

  1. 1. Digital Personalization 101 Simon Herron | Senior Solutions Engineer The building blocks for a powerful strategy
  2. 2. 2 Today → is a primer, a start point → a guide, not a rulebook → is purely summary of my experiences → a source of examples to get you started
  3. 3. Welcome. ● Simon Herron ● 28 ● Lives in London ● Sung in punk bands since I was 16 ● Trained as a Body Piercer
  4. 4. Hello. ● 34 ● Technical Program Manager ● Married for a year ● Foodie ● Good Sense of Humour ● Terrible Dress sense.
  5. 5. Thank you for joining today. ● Simon Herron ● Senior Solutions Engineer ● Practitioner of 12 years I speak with, run workshops for, and support the Experimentation programs of 100’s of Optimizely prospects and customers every year.
  6. 6. Define ‘Personalization’ Do you know your data? Do you have the resources? Can you validate... The breadth of use cases available.
  7. 7. Define ‘Personalization’ Do you know your data? Do you have the resources? Can you validate... The breadth of use cases available.
  8. 8. A live data-point incorporated into some creative Segmentation Recommendations Account-based Marketing / Symmetric messaging Highly Customised Content Contextual / Adaptive Content What do we mean by personalization?
  9. 9. “Personalized” is “Relevant”
  10. 10. 10 Q: If I’ve previously added a £1,500 sofa to a list of items on a website, is it in my ‘Bag’, ‘Basket’ or ‘Cart’?
  11. 11. 11 Q: I’ve just downloaded and opened your iPhone app, why would I give you permission to send me notifications straight away?
  12. 12. 12 Q: If I’ve just bought a car yesterday, why are you sending me offers for a new car today?
  13. 13. 13 Acknowledgment and Validation are important and often overlooked.
  14. 14. Define ‘Personalization’ Do you know your data? Do you have the resources? Can you validate... The breadth of use cases available.
  15. 15. Behavioral What is their intent? • Past Browser Behavior ○ Viewed category of content ○ Sequence of pages visited across multiple sessions ○ Visited help center or other areas of the site ○ Viewed video (+ percentage viewed • Uploaded to photo album • Scrolled 50% down the page, but didn’t engage. Contextual What can we infer from the context of the users browser? • Marketing Campaign • Referral Source (including engagement campaigns via a specific UTM URL) • Device - mobile vs desktop • New/Returning • Time of Day • Browser Demographic Who are they? (1st or 3rd party data) • Geography • Demographic • Industry Vertical (Clearbit Reveal API) • Company (Clearbit Reveal API) • Data Warehouse ○ Team Data: Team ID, Industry, Team Size, Creation Date, Plan (Free, Standard, Plus, Enterprise), Acquisition Score ○ User Data: Team ID, Role (Admin, Developer), Invite Status (Pending/Accepted), Feature Usage (created channels, shared channels, file uploads etc) Audience Discovery The types of data to help identify your audience
  16. 16. 20 Start with important audience definitions that have a broad reach and refine.
  17. 17. Define ‘Personalization’ Do you know your data? Do you have the resources? Can you validate... The breadth of use cases available.
  18. 18. “Personalization requires the same inputs and workflow as testing; sound technical implementation, research-driven ideation, a clear methodology for translating concepts into test hypotheses, and tight technical execution. ”
  19. 19. ...there is some benefit to throwing spaghetti at a wall. It’s short term, but it will get you started. ...execution doesn’t have to be fancy, great personalization is barely noticeable. ...focus on the “WHAT” → the most effective personalization informs a customer need. Use a framework that’s actionable
  20. 20. Who, What, Why, Where, When, How. Knowing your “what” helps to focus your messaging to the target audience Who are they? What is important to them? What are they looking for? What can you do? New Visitor ● Looking for info/education ● Someone who can empathise or relate to their individual problem or need ● Acknowledge their “newness” to brand, ● Aim to get their contact information ● Educate her on offering & encourage return visit Return Visitors ● Ability to continue their shopping session from where they last left off ● Incorporate their past site behaviour to shape offering ● Acquire their contact information A Known Visitor Who is Not Engaged Yet ● Understand how the product/service can benefit them ● Look to engage them through interactivity ● Communicate the benefits of your offering/product Customer Who is Losing Interest ● A need or benefit that is not ‘perceived’ as being satisfied by your product/offering ● Communicate quality of the product/offering and why it’s important to hear from us. ● Think about ways to re-engage: promotions, news, etc. Customer Who is Gaining Interest ● Advice to narrow down the product/offering ● Offer advice on which product is best for them ● Provide ‘white glove’ service (think: they’re in your office) A Repeat/Loyal Customer (Highly Engaged) ● Recognition and benefits as a repeat customer ● Use rewards or awards to encourage him/her for being a good customer ● Surface your ‘premier’ loyalty programs ● Encourage them to share or promote the brand
  21. 21. Create and manage campaigns Set up Audiences Analyse results Validate - Iterate - Refine
  22. 22. 30 Follow a simple framework to get you started. Take those broad, customer audiences and clearly articulate their needs.
  23. 23. Define ‘Personalization’ Do you know your data? Do you have the resources? Can you validate... The breadth of use cases available. A B
  24. 24. 33 Keep testing and analysing how audience relevance changes.
  25. 25. Define ‘Personalization’ Do you know your data? Do you have the resources? Can you validate... The breadth of use cases available.
  26. 26. 35 Key Personalization Use Cases Category Affinity Create relevant offers and product placements across key points of your experience based on affinity shown for product or content types from prior browsing behavior Customer Experience as a Competitive Advantage Tailor your experiences to target your customers and test how each experience resonates Symmetric Messaging & Session Cohorting Ensure that customers receive messaging that is consistent and applicable based on search terms, creating a cohesive customer journey Localizations Localize web experiences based on customer location Behaviorally Triggered Campaigns Based on previous behavior, target specific customers with personalized experiences in real time ABM Create relationships with your most important customers across your experience through 1-to-1 messaging and value propositions based on which company or industry they are in Loyalty Tiers Push your loyal customers to the most important groups by offering unique benefits based on current tier of loyalty as well as ensure consistent messaging for a seamless experience Abandoned Cart & Purchase History Personalize based on individuals purchase history and cart abandonment
  27. 27. Symmetric messaging helps them get more from AdWords spend. Personalized campaign Matched landing page copy and imagery to AdWords campaigns. Results • 32% increase in new sign-ups • No added cost for AdWords spend, yet more value from converted traffic
  28. 28. 37 1. Acknowledgment and Validation are important. 2. Start with broad audience definitions and refine. 3. Use a simple framework to get you started. 4. Don’t stop testing and analyzing. 5. As with anything, start simple and build. Key Personalization Use Cases
  29. 29. 38 Next Steps: Continue Your Learning! www.optimizely.com/optimindset-personalization/ Search Optimindset Personalization to access other resources in the series
  30. 30. Q&A
  31. 31. Thank you