Optimizely Connect is a webinar series that we conduct with our best-in-class technology partners. The purpose is to give you some insight into how different technologies work together effectively so that anyone who is either using them already, or considering integrating these, can understand the ways that they can be used to optimize your customer’s user experience. These webinars will highlight use cases, best practices and give you actionable insights that’ll help you uncover ways to continue turning data into action. You can sign up for free for the remaining webinars: http://pages.optimizely.com/optimizely-connect.html

1. How segmentation lets you create
targeted online experiences
Jan 21st, 2016
Optimizely
Amara Shah
Tealium
Jen Brown
Stephanie Perozo
Optimizely

2. Welcome to Optimizely Connect

3. Jen Brown
Senior Business Consultant
jen.brown@tealium.com
Your presenters for today
Amara Shah
Sr. Tech Support Representative
teja@optimizely.com
Stephanie Perozo
Marketing Coordinator
stephanie@optimizely.com

4. 1. Intro - Why target online experiences?
2. Tealium - How to use your cross channel & device data to
build rich audiences
3. Optimizely - Leveraging audiences for personalized
experiences
4. Q&A
Our Program for today

5. - Duration: 45 Minutes
- Ask questions at any time
- Use the question panel
- We will answer qs at the end
- Slides & recording will be
sent out after the webinar
Housekeeping

6. Why target online
experiences?

8. Keep up with quickly changing consumer expectations
Consumers expect personalized
experiences…
…and business leaders want to deliver
Source: Accenture Technology Vision 2015
Most welcome communication options
Executive priorities in 2015

11. Segmentation is the practice of grouping different sets
of like people (customers or potential customers) based
on distinct needs and/or characteristics.
Reading Tip:
7 Essential Customer Segments for Your E-commerce Website

12. 1. New vs. Returning visitors
2. Client vs. Non-Client
3. Bargain Hunters vs. Heavy Spenders
4. Location
5. Source-Type (Where did they come from?)
6. Recently Purchased (Did visitor buy in the last 30 days?)
Potential Segments

13. Most companies today want to personalize.
But it’s hard.

14. © 2016 Tealium Inc. All rights reserved.
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Optimizely & Tealium
Audience Integration
Jen Brown, Senior Business Consultant

15. © 2016 Tealium Inc. All rights reserved.
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Segment & Engage
Customers Everywhere
Atmospheric Marketing
• Collect visitor interaction
data across every channel &
device
• Act on that data in real-time
to improve engagement &
conversion rates

16. © 2016 Tealium Inc. All rights reserved.
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Atmospheric
Marketing
How do you create it?
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A unified view of your
customers in a neutral, cross-
vendor platform is needed
Connect that data in real-time to
every channel in your digital
marketing stack
Enrich with new attributes,
audiences and offline data
Leverage your first-party data

17. © 2016 Tealium Inc. All rights reserved.
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Fragmented Customer View
© 2015 Tealium Inc. All rights reserved.
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18. © 2016 Tealium Inc. All rights reserved.
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Unified
Customer
View
The Best View
First-­‐party,
real-­‐.me,
cross-­‐channel

19. © 2016 Tealium Inc. All rights reserved.
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The Customer Data Platform
Audience
CDP
Action

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Customer Data
Across Every Touchpoint
On-site experience
Mobile app
Mobile push
Display ads
Re-targeting
Search ads
Social ads
Email
In-store
Call Centre
Analytics
Targeted Testing
& Personalisation

21. © 2016 Tealium Inc. All rights reserved.
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© 2015 Tealium Inc. All rights reserved.
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Build and enrich unified, real-
time audience segments
Tealium AudienceStream™
Manage and control your
tags and vendors
Tealium iQ™
Own all of your data to fuel
deeper customer insights
Tealium DataAccess™
Tealium Customer Data Platform

22. © 2016 Tealium Inc. All rights reserved.
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© 2015 Tealium Inc. All rights reserved.
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World’s Largest Enterprise
Tag Management Solution
Tealium iQ™
Solve tag management, data fragmentation
& security vulnerabilities in a single
platform.
Gain efficiencies, agility and dramatically
improved ROI across your vendor mix.
Experience Layer
Unlock the power of your data to
optimize your web and mobile
experiences
Universal Data Layer
Standardize all of your data across every
vendor, unlocking its potential
850+ Turnkey Integrations
Choose, launch, and manage every
vendor in your ecosystem

23. © 2016 Tealium Inc. All rights reserved.
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© 2015 Tealium Inc. All rights reserved.
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Real-Time Customer Data
in Every Channel
Tealium AudienceStream™
Create a single customer view & eliminate
technical barriers to boost conversion
rates & retention.
Universal Identity
Stitch together visits across
touchpoints into a single view of your
customers
Real-Time Triggers
Take action immediately or
leverage time-based actions
Vendor Connectors
Power all of your
vendors with real-time
and lifetime customer
data points
Universal Data Layer
Clean data unlocked
through Tealium iQ
Build Audiences
Create living customer
segments based on
online and offline
behavior

24. © 2016 Tealium Inc. All rights reserved.
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Product Walkthrough
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31. 3. Optimizely Llleveraging audiences for
personalized experiences

32. • Optimizely in a Nutshell
• Out of the box Audiences
• Integration with AudienceStream
• Basic Personalization Techniques
• Example Use cases
Optimizely, Audiences & Use Cases

33. Visual
Editor
Code
Editor
Optimizely in a Nutshell

34. • Optimizely in a Nutshell
• Out of the box Audiences
• Integration with AudienceStream
• Basic Personalization Techniques
• Example Use cases
Optimizely, Audiences & Use Cases

35. Audience Targeting
Optimizely makes testing and targeting easy

36. Create an audience by dragging conditions into
the box
1

37. 2
Select desired conditions

38. • Optimizely in a Nutshell
• Out of the box Audiences
• Integration with AudienceStream
• Basic Personalization Techniques
• Example Use cases
Optimizely, Audiences & Use Cases

39. 1
2
Turn on the
integration
and enter
your
Tealium
Account ID

40. Optimizely Audiences Live in Audiences Tab

41. 1

42. Drag the relevant Tealium segment
into the audience builder
1
2

43. • Optimizely in a Nutshell
• Out of the box Audiences
• Integration with AudienceStream
• Basic Personalization Techniques
• Example Use cases
Optimizely, Audiences & Use Cases

44. Default Experience
Personalized Experience
Retail Use Case
Audience:
High Spenders

45. Default Experience
Personalized Experience
Media Use Case #1 - CBS
Audience:
visitors who
have browsed
>4 soap-related
pages

46. Default Experience
Personalized Experience
Media Use Case #1 - CBS
Audience:
visitors who
have browsed
>4 soap-related
pages

47. Default Experience
Personalized Experience
Media Use Case #2
Audience:
Sports Fan
from San
Francisco

48. Default Experience
Personalized Experience
Media Use Case #2

49. Default Experience
Personalized Experience
Media Use Case #2

50. Travel Use Case

51. Default Experience
Personalized Experience
Travel Use Case
Audience:
Couples

52. Default Experience
Personalized Experience
Travel Use Case
Audience:
Family
Travellers

53. Default Experience
Personalized Experience
Travel Use Case
Audience:
Golf
Travellers

54. Target audiences with predictive
analytics and segmentation
Optimize every digital experience with ease
through Testing and Personalization
Understand the impact of your
optimization strategy with Analytics
Connect the essential data from visitor
behavior, 1st-party and 3rd-party sources
Optimizely enables you to…

55. 4. Q&A

56. Sign up for our next Connect Webinar!
Date: Feb 9th
Time: 15:30 CET
Sign up here