The document discusses optimizing digital marketing efforts through experimentation and personalization. It provides guidance on developing an optimization program, including assembling the right technology ecosystem and team, establishing processes and governance, communicating results, and understanding industry best practices. The goal is to progress from basic experimentation to more advanced personalization techniques that improve customer experiences across channels.

2. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 2
You are here

3. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 3

5. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 5
2.0 In-depth experience in digital technology & analytics
I N T E G R A T I N G
P L A T F O R M S
Technology architecture
Platform Integration
Enterprise Tag Management
Data Layer Architecture
D R I V I N G I N S I G H T S
Insights
Data Visualisation
Platform Implementation
Offline/Online Integration
E X P E R I M E N T I N G
Experimentation
Segmentation
Data Sharing
P E R S O N A L I S I N G
On site real time
personalisation
Cross channel
personalisation
Single Customer view
Customer journey mapping
C O N N E C T I N G C R O S S
C H A N N E L M A R K E T I N G
Devising cross-channel
experiences that include both
physical and virtual
environments
S T R A T E G Y
P A R T N E R E N A B L E M E N T

6. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 6
SapientRazorfish

7. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 7
Be the change agent

8. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 8
Be brave when you fail

9. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 9
Show them the money and they will listen

10. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 10
Deliver on your vision

11. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 11
Customer Centricity is at the core of
Personalisation

12. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 12
Assumptions
You should now have:
1. Some experimentation (A/B testing)
under your belt
2. Good results to communicate
3. An experimentation platform
4. An Analytics platform
5. Team members with some skills and
currently managing a ”ad-hoc” program

13. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 13
Optimisation Hierarchy
O P T I M I S A T I O N
P E R S O N A L I S A T I O N E X P E R I M E N T A T I O N
R E - M A R K E T I N G R E - T A R G E T I N G S E G M E N T A T I O N A / B
A L W A Y S - O N M A R K E T I N G C A P A B I L I T Y
M V T

14. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 14
Optimisation Hierarchy
O P T I M I S A T I O N
P E R S O N A L I S A T I O N E X P E R I M E N T A T I O N
R E - M A R K E T I N G R E - T A R G E T I N G S E G M E N T A T I O N A / B
A L W A Y S - O N M A R K E T I N G C A P A B I L I T Y
M V T
AB

15. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 15
S E C T I O N 1
Personalisation Buy-In Checklist

16. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 16
10 Point Checklist
1. Optimisation maturity
2. Omni-channel strategy
3. Technical ecosystem and
experimentation platform
4. Process, governance and methodology
5. Results, KPIS and hypothesis
6. Industry best in class and use cases
7. Teams and Partners
8. Personalisation roadmap /Timeline
9. ROI modelling
10. Business case

17. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 17
1.0 Understanding where you are at in your optimisation journey
W H E R E W E A L L S T A R T
W H E R E S O M E G I V E U P
T H E G O A L – S M O O T H E R R E P E A T A B L E P R O C E S S

18. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 18
1.0 Understanding where you are at in your optimisation journey
W H E R E W E A L L S T A R T
W H E R E S O M E G I V E U P
T H E G O A L – S M O O T H E R R E P E A T A B L E P R O C E S S
Starting out characteristics
Internal team size is small
"Feels” exciting and winning
Experimentation Assets are simple & few
Measurement/Success metrics is basic site
measurement
Challenges includes speed to market, analytics
accuracy & overcoming fear of failure
Critical internal buy-in Technology, Operations
and Sales
A

19. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 19
1.0 Understanding where you are at in your optimisation journey
W H E R E W E A L L S T A R T
W H E R E S O M E G I V E U P
T H E G O A L – S M O O T H E R R E P E A T A B L E P R O C E S S
Why they fail
Lack of internal buy-in
Poor measurement/Success metrics
Poor know-how to move forward
Poor technical set up
B

20. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 20
1.0 Understanding where you are at in your optimisation journey
W H E R E W E A L L S T A R T
W H E R E S O M E G I V E U P
T H E G O A L – S M O O T H E R R E P E A T A B L E P R O C E S S
Progressive characteristics
Internal team size : still small
"Feels like” wins under belt and
momentum is building
Experimentation Assets includes product,
funnel, content and simple segment
Measurement/Success metrics : little more
advance with site measurement
Challenges are Speed to Market
Analytics Accuracy & quality of
Initiatives
Critical internal buy-in : Marketing,
Technology & UX
C

21. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 21
Signs that highlights why the
organisation needs to extend
Experimentation to Personalisation
T H E T R I G G E R S
1. Building on experimentation momentum
2. Site Performance
3. Conversion driven
4. CX driven
5. Technology integration
6. Site Rebuild
7. Media Performance efficiency

22. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 22
CAPABILITYMATURITY
E N H A N C E D
S E G M E N T A T I O N
Experimenting against known
segments, applying cross-channel
data sources to drive deeper
engagement.
R E - T A R G E T I N G
Understanding of ROI by channel,
behavior and audience.
S I M P L E
S E G M E N T A T I O N
Applying data sources to audience
segmentation to drive relevant
campaigns. 1 : 1 C U S T O M E R
R E L A T I O N S H I P
Protect & increase customer
lifetime value through
personalised engagement.
P R E D I C T I V E
L I F E C Y C L E
Protect & increase customer
lifetime value through proactive
and predictive interaction.
CURRENT STATE
ASPIRATION
R U N
W A L KC R A W L
Progressing your Personalisation Maturity and having a vision
C A L W A Y S O N P E R S O N A L I S A T I O N

23. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 23
…..as Customer will interact with your
brand in a physical store, online via
websites and mobile apps, through
physical and virtual catalogs, and
through social media
2.0 Think Omni-Channel

24. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 24
CMS
MARKETING
AUTOMATION
Content &
Assets
Contact Profile
Attributes
Content
Usage
Customer
Data
DMP
Online
Customer
Segment
Content &
Assets
PAID MEDIA
Web Profile &
Behaviour
Behavioural
Customer
Data CRM
SOCIAL
SEARCH
BI
3.0 Technology ecosystem and experimentation platform
ANALYTICSOPTIMISATION

25. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 25
CMS
MARKETING
AUTOMATION
Content &
Assets
Contact Profile
Attributes
Content
Usage
Customer
Data
DMP
Online
Customer
Segment
Content &
Assets
PAID MEDIA
Web Profile &
Behaviour
Behavioural
Customer
Data CRM
SOCIAL
SEARCH
BI
3.0 Technology ecosystem and experimentation platform
ANALYTICSOPTIMISATION
Platform assessment
Is it simple to use
Is it scalable
Ease of connection to my ecosystem
How does it integrate with analytics?
------- BUSINESS CASE FOR
PLATFORM ASSESSMENT AND POC

26. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 26
CMS
MARKETING
AUTOMATION
DMP
PAID MEDIA
Web Profile &
Behaviour
CRM
SOCIAL
SEARCH
BI
Prove it works and migrate to a customer centric tech stack
ANALYTICSOPTIMISATION

27. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 27
4.0 The Process, governance and methodology are now in place
Preparation

28. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 28
Refine the process and governance
Preparation
Increase in use of data to define
experiments
Multi Channel in approach
Granular segments
Re-targeting
Broader, cross business unit stakeholder teams
Understanding the need for governance
Continuing to review the process
The need to improve analytics
tracking
Campaigns will need prioritisation
Aligning to broader business
objectives
Multi-campaigns in market
More complex UAT
Not all campaigns will be successful
Experiencing test with low confidence
More questions than answers
D
B
C
E
A

29. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 29
5.0 Important to
communicate your
results and tie it to
business value and
impact
Email and share results
Lunch and Learn
Monthly company updates
AND ALSO TALK ABOUT
Revenue impact
Sales volume increase
Greater customer engagement
Increase in experimentation velocity

30. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 30
5.2 Demonstrate how experimentation velocity can lead to efficiency
Mth 1 Mth 3 Mth 4 Mth 6Mth 2 Mth 5 Mth 7
Program covered 14 experimentation campaigns and 183 days of continuous experimentation

31. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 31
5.2 Building compound value through test iteration
+3.8% +3.4% +3.2%
T2 - Multiple
modules
T3 - Layout test - no.
of lines
T4 - Layout test -
Header testing
T1 - Initial
Module
Best module to use for News is – Breaking News with light background and 3 line
content
TOTAL UPLIFT
+8.9%

32. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 32
5.1 Refining KPIS
KPIs CONSIDERATIONS
• Strategic KPIs and
Objectives:
• Cause and affect
• Not all site KPIs are equal
• Must Win Moments:
 Importance
 Impact
PRIMARY KPIs
 Increase in conversion
 Increase in application start
 Increase in visits
SECONDARY KPIs
 Increase in a high margin product
(specify)
 Increase in application complete
 Increase in conversion

33. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 33
6.0 Understanding how you can be best in class
Industry events – symposium, Webinars
Vendor Demos
Meeting industry peers and research case studies e.g Netflix, Amazon
Personalisation Partner
1 2
3 4

34. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 34
7.0 It is a small focus team when you are starting out
C O R E E X P E R I M E N T A T I O N T E A M
Evangelist
Business Lead
Technical
Technical Lead
Analyst
End User
Project Mgt
Program
Manager
Visual Design
Creative / UX
Strategy &
Enablement
Agency Partner
Product Sales Marketing Brand Legal Other Partners
Optimisation
Experimentation
Analytics
Data
Content
CMS
Content
Others
T E C H N O L O G Y PA R T N E R S

35. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 35
With proven results, getting buy-in will require an extended focused team
C O R E P E R S O N A L I S A T I O N T E A M
C R O S S B U S I N E S S F U N C T I O N A L T E A M
Business /
Strategy
Business Lead
Technical
Technical Lead
Admin
Project
Manager
Analyst /
Marketer
End user
Visual Design
Creative / UX
Strategy &
Enablement
Agency Partner
Product Sales Marketing Brand Legal Other Partners
Optimisation
Personalisation
Analytics
Data
Content
CMS
Others
Others
T E C H N O L O G Y PA R T N E R S

36. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 36
Look at how a specialised Personalisation Partner can support enablement and scale
PARTNERYOUR BUSINESSYOUR BUSINESS PARTNER
Drive initiatives
Manage stakeholders
Program Innovation
Segmentation models
Execution
Roadmap - Technology
Roadmap - Strategy
Reporting and analysis
Ideation
Drive initiatives
Manage stakeholders
Segmentation models
Execution
Roadmap - Technology
Roadmap - Strategy
Reporting and analysis
Ideation
Platform maintenance
Enablement
Platform maintenance
Enablement
STRATEGYIMPLEMENTATION
Program Innovation
S M A L L I N T E R N A L T E A M / L I M I T E D
S K I L L S E T
L A R G E I N T E R N A L T E A M / B R O A D S K I L L S E T
R U N
9 – 12 months
W A L K
3 – 9 months
C R A W L
2 – 3 months

37. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 37
8.0 Building your personalisation roadmap – example of a 2 year plan• Addressed via:
• 1. technical set up for
scalability
• 2 Team set up to best share
knowledge and skills Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
FY18FY17
Crawl A Crawl B Walk Run
• Element experimentation e.g
CTAs, hero images, content
• Customer journey testing eg
Landing Page vs Product
Page
• Determine audience
segments and create custom
messaging and creative
• Share profile data across
channels for enhanced
targeting
• Landing page design • Larger variations: Control vs
multiple experiences
• Multivariate testing • Cross channel creative and
experience targeting based on
shared profiles
• Limited experience : Control
vs 1 Challenger
• Simple online targeting • Personalised marketing based
on site behaviours
• Personalised messaging
optimisation across channels
FY19
2017 2018
Targeting
Page optimisation
Basic element testing
Multi variant complex testing
Behavioral targeting
Fully automated rules based prioritisation
Complex multi channel targeting

38. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 38
Examples of how Experimentation changes to Personalisation
CTA
Hero
image
Landing
page
Content
Multiple
experiences
Simple
targeting
Geo
location
Segment
based
Remarketing Shared
profiles
Focused
segments
Multi-
Channel
C R A W L
W A L K
R U N
E x p e r i m e n t a t i o n
P e r s o n a l i s a t i o n

39. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 39
9.0 Business case modelling for ROI

40. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 40
10. The Business Case Ask
PROJECT DEFINITION STATEMENT
Enough information to inform the reader for the need.
1
OBJECTIVES / FUTURE STATE
What is it that you are going to deliver?
2
CURRENT SITUATION
Create a compelling argument that highlights the gap
between desired state and current state.
3
RECOMMENDATION/SOLUTION
Could include a couple of different options but will need
a recommendation.
4
SUCCESS CRITERIA/MEASURES
What will change as a result of this investment?
5
RECOMMENDATION /
SOLUTION
SUPPORT REQUIRED
What resources will you need to achieve the goal?
6
TIMELINE
What are the key milestones?
7
FINANCIAL INVESTMENT
How much investment do you need?
How will you be spending it?
8
NEXT STEPS
Next action from all parties
9

41. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 41
Key takeaways
1.Deliver on the 10 point checklist
2.Celebrate the wins and keep going when you fail
3.Deliver on the vision
4.Show them the money

42. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 42
Key takeaways
1.Deliver on the 10 point checklist
2.Celebrate the wins and keep going when you fail
3.Deliver on the vision
4.Show them the money
5.YOU ARE the change agent

43. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 43

44. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 44
You are here

45. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 45

46. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 46