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Putting the Person
into Personalization
Jil Maassen | Senior Strategy Consultant
Identifying audiences and their reach to
...
2
Adjust the screen to your preference
Submit questions in the Q&A widget
Logging off your VPN is recommended
Help widget
...
Jil helps leading brands like Renault and
JustEat deliver personalized experiences to
their customers and make the transit...
4
Agenda
Audience Discovery
Key Personalization Use Cases
Experimentation vs. Personalization
Tips & Tricks
Audience
Discovery
6
Unknown
Known
Origin Funnel Step Behavior
Marketing
Stage
Right
Content
1st / repeat
session
Location
Device Type
CRM
Ca...
7
Behavioral
What is their intent?
• Viewed category of content
• Entered certain city/zipcode
• Past Browser Behavior
• U...
8
Behavioral
What is their intent?
• Viewed category of content
• Entered certain city/zipcode
• Past Browser Behavior
• U...
9
3rd Party Data
1st Party Data
Dynamic Customer Profiles
(DCP)
Browser/Client
Demographic Audience Targeting
10
Customer Age (30-50, Pre-Retiree, Retiree)
Gender
Birthday
Years a Customer
Camera type: dslr, point-and-shoot, mobile
...
11
Behavioral
What is their intent?
• Viewed category of content
• Entered certain city/zipcode
• Past Browser Behavior
• ...
12
https://clickclickclick.click
Contextual Audience Targeting
13
...my browser.
...my operating system.
...pixel distance of my mouse movements.
...when I made the window inactive by o...
14
Behavioral
What is their intent?
• Viewed category of content
• Entered certain city/zipcode
• Past Browser Behavior
• ...
15
Using Pages, Events and Tags
Luxury Shoe Shoppers:
visitors who have added to
cart any shoes over $400
in the last 30 d...
16
Using Pages, Events and Tags
Luxury Shoe Shoppers:
visitors who have added to
cart any shoes over $400
in the last 30 d...
17
Things to think about:
● What are your largest audiences? What is the ‘reach’ of these audiences? (% of that
page’s vis...
18
Who are they? What is important to them?
What are they looking for?
What can you do?
New Visitor
● Looking for info/edu...
Key Personalization
Use Cases
20
Key Personalization Use Cases
Category Affinity
Create relevant offers and product placements
across key points of your...
+113%
Content
Views
+117%
Funnel
Entries
+26%
SIGNUPS
PERSONALIZEDORIGINAL
+24%
Click to Sale
+30%
Add-to-Cart
+210%
Conversions
Experimentation vs.
Personalization
32
A/B Testing
Find the average-best experience
Personalization
Deliver the best experience for each
visitor
33
Finding the AVERAGE best experience OVERALL for everyone
Experimentation
34
Segmenting out your audience and finding the best INDIVIDUALIZED experience
for each segment
What is personalization?
35
Different experiences resonate with
different individuals, and
personalization enables you to
ensure you find an experi...
Tips & Tricks
37
Demographic
Who are they?
(First party or third party data)
• Geo, Vertical, Gender, Member Non-Member,
Demographic, CR...
38
Demographic
Who are they?
(First party or third party data)
• Geo, Vertical, Gender, Member Non-Member,
Demographic, CR...
39
Obviously Actionable
Large
Need for Creativity
Granular
Browsed Twice; Product Category
Visitor Cohort; New, Returning,...
40
Pro Tip #3
Some audiences have a low technical signal and it may be difficult to target
41
Next Steps: Continue Your Learning!
www.optimizely.com/optimindset-personalization/
Search Optimindset Personalization
...
Q&A
Thank you
Putting the Person into Personalization: Identifying audiences and their reach to realize maximum impact
Putting the Person into Personalization: Identifying audiences and their reach to realize maximum impact
Putting the Person into Personalization: Identifying audiences and their reach to realize maximum impact
Putting the Person into Personalization: Identifying audiences and their reach to realize maximum impact
Putting the Person into Personalization: Identifying audiences and their reach to realize maximum impact
Putting the Person into Personalization: Identifying audiences and their reach to realize maximum impact
Putting the Person into Personalization: Identifying audiences and their reach to realize maximum impact
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Putting the Person into Personalization: Identifying audiences and their reach to realize maximum impact

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Before you personalize any given digital experience, you obviously need to know who you’re personalizing it for. Effective personalization means defining, creating and developing the right kinds of audience groups. The ultimate goal? Providing the feel of a genuine one-to-one experience.

Join our webinar to discover the ingredients of a good audience. How to identify and reach them with relevant experiences. And why experimentation is the key to optimizing every different experience for each separate group.

What you’ll learn:
- Why you should only focus on ‘actionable’ audiences with high reach - and what that actually means.
- Key personalization use cases to target audiences across verticals.
- How experimentation helps to provide the best possible personalized experiences.


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

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Putting the Person into Personalization: Identifying audiences and their reach to realize maximum impact

  1. 1. Putting the Person into Personalization Jil Maassen | Senior Strategy Consultant Identifying audiences and their reach to realize maximum impact
  2. 2. 2 Adjust the screen to your preference Submit questions in the Q&A widget Logging off your VPN is recommended Help widget Recording and slides will be shared Housekeeping
  3. 3. Jil helps leading brands like Renault and JustEat deliver personalized experiences to their customers and make the transition to becoming data-driven rockstars. She facilitates the transformation of mindsets, drives the cultural shift of leadership and product teams, and encourages the replacement of digital guesswork with evidence-based optimization. Building a Centralized Experimentation Team Established a Center of Excellence including processes, governance and roles & responsibilities for multi-team experimentation programs Enabling Evidence-Based Optimization Provided web assessment guidance on using data to determine test ideation as well as testing strategy and roadmap advice Selected experience OPTIMIZELYSERVICES2019 Customer s Jil Maassen Senior Strategy Consultant, EMEA Areas of expertise & industry Strategy Consultant, Optimizely Advise enterprise customers on implementation of experimentation programs through Optimizely’s technologies Management Consultant, goetzpartners Driving digital transformation and restructuring programs of enterprises post-mergers/acquisitions CRM Manager, Westwing Home & Living Responsible for all direct customer communication through e-mailing, by coordinating a cross- functional team Scaling Experimentation Program Developed enterprise experimentation programs from simple tests to high complex server-side testing Education & Certification Ivey Business School, Western University Master of Science, International Management CEMS, The Global Alliance in Management Dual Master in International Management University of Buckingham Bachelor of Science, Business Management
  4. 4. 4 Agenda Audience Discovery Key Personalization Use Cases Experimentation vs. Personalization Tips & Tricks
  5. 5. Audience Discovery
  6. 6. 6 Unknown Known Origin Funnel Step Behavior Marketing Stage Right Content 1st / repeat session Location Device Type CRM Campaign Search term Viewed X pages Logged in Spent X time Visited Registration Page Unknown 1st Session & no behavior 1st Session & scrolled on HP 2nd Session & Clicked on X Welcome Discount Top Value Proposition Highlight Regional Content Awareness Considera- tion Decision Usage Increase Cross- Product Usage Unknown vs. Known
  7. 7. 7 Behavioral What is their intent? • Viewed category of content • Entered certain city/zipcode • Past Browser Behavior • 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 • Device • New/Returning • Time of Day • Browser Demographic Who are they? (1st or 3rd party data) • Geography • Industry Vertical • Gender • Member/Non-Member • Demographic • Customer Data (CRM) ○ Customer Tier ○ Loyalty Audience Discovery The types of data to help identify your audience
  8. 8. 8 Behavioral What is their intent? • Viewed category of content • Entered certain city/zipcode • Past Browser Behavior • 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 • Device • New/Returning • Time of Day • Browser Demographic Who are they? (1st or 3rd party data) • Geography • Industry Vertical • Gender • Member/Non-Member • Demographic • Customer Data (CRM) ○ Customer Tier ○ Loyalty Audience Discovery The types of data to help identify your audience
  9. 9. 9 3rd Party Data 1st Party Data Dynamic Customer Profiles (DCP) Browser/Client Demographic Audience Targeting
  10. 10. 10 Customer Age (30-50, Pre-Retiree, Retiree) Gender Birthday Years a Customer Camera type: dslr, point-and-shoot, mobile Photo resolutions: S, M, L Photography Style: Landscape/nature, Portrait/people, Art, Travel, Kids/Family Geography, etc. Preferred shipping location DCP Data (Demographic)
  11. 11. 11 Behavioral What is their intent? • Viewed category of content • Entered certain city/zipcode • Past Browser Behavior • 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 • Device • New/Returning • Time of Day • Browser Demographic Who are they? (1st or 3rd party data) • Geography • Industry Vertical • Gender • Member/Non-Member • Demographic • Customer Data (CRM) ○ Customer Tier ○ Loyalty Audience Discovery The types of data to help identify your audience
  12. 12. 12 https://clickclickclick.click Contextual Audience Targeting
  13. 13. 13 ...my browser. ...my operating system. ...pixel distance of my mouse movements. ...when I made the window inactive by opening the console. ...when I resized my window. ...the number of CPU cores my device uses. ...that I was using a private browsing/incognito window. In one minute, it knew…
  14. 14. 14 Behavioral What is their intent? • Viewed category of content • Entered certain city/zipcode • Past Browser Behavior • 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 • Device • New/Returning • Time of Day • Browser Demographic Who are they? (1st or 3rd party data) • Geography • Industry Vertical • Gender • Member/Non-Member • Demographic • Customer Data (CRM) ○ Customer Tier ○ Loyalty Audience Discovery The types of data to help identify your audience
  15. 15. 15 Using Pages, Events and Tags Luxury Shoe Shoppers: visitors who have added to cart any shoes over $400 in the last 30 days. Behaviorally Targeted Audience
  16. 16. 16 Using Pages, Events and Tags Luxury Shoe Shoppers: visitors who have added to cart any shoes over $400 in the last 30 days. Behaviorally Targeted Audience Event: Added to Cart Tag: Category Tag: Price
  17. 17. 17 Things to think about: ● What are your largest audiences? What is the ‘reach’ of these audiences? (% of that page’s visitors) ● What is the unique value of these audiences (or user personas)? ● How feasible is it to target these audiences? Campaign Ideas Audience Examples Category Affinity Visitors that have viewed a page or resource of category X at least X times in the last X days Customer Journey Stage Visitors that are more or less qualified as purchasers on their step of the customer journey / marketing funnel Photo Storage Users Visitors that have registered with your site and have uploaded photos Photography Style Visitors that have uploaded photos to their online album that can be categorized: landscape/nature, portrait/people, art, travel, kids/family Keyword Search Customers Visitors that have searched for X in the past X days Location Visitors that are based in a particular region. Social Visitors Visitors that have come to your site from X social site in the past X days New Visitors Visitors that have not been to your site in X days Returning Visitors Visitors that have been to your site at least X times in the past X days Linking Audiences to Campaign Ideas Using visitor data to develop audiences and linking them to campaign ideas
  18. 18. 18 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 sympathize or relate to her individual problem or need ● Acknowledge her “newness” to brand, ● Aim to get her contact information ● Educate her on offering & encourage return visit Return Visitors ● Ability to continue her shopping session from where she last left ● Incorporate her past site behavior to shape offering ● Acquire her contact information A Known Visitor Who is Not Engaged Yet ● Understand how the product/service can benefit her ● Look to engage him/her via 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 him/her to share or promote the brand Connecting the ‘Who?’ to that ‘What?’ Knowing your “what” helps to focus your messaging to the target audience
  19. 19. Key Personalization Use Cases
  20. 20. 20 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
  21. 21. +113% Content Views +117% Funnel Entries
  22. 22. +26% SIGNUPS
  23. 23. PERSONALIZEDORIGINAL +24% Click to Sale +30% Add-to-Cart +210% Conversions
  24. 24. Experimentation vs. Personalization
  25. 25. 32 A/B Testing Find the average-best experience Personalization Deliver the best experience for each visitor
  26. 26. 33 Finding the AVERAGE best experience OVERALL for everyone Experimentation
  27. 27. 34 Segmenting out your audience and finding the best INDIVIDUALIZED experience for each segment What is personalization?
  28. 28. 35 Different experiences resonate with different individuals, and personalization enables you to ensure you find an experience that resonates with your customers The right experience is not always the same for everyone Personalization
  29. 29. Tips & Tricks
  30. 30. 37 Demographic Who are they? (First party or third party data) • Geo, Vertical, Gender, Member Non-Member, Demographic, CRM Data, Customer Tier, or Loyalty Behavioral What is their intent? ● Viewed category of content, Entered certain city/zipcode, Past Browse Behavior, Uploaded to photo album, Scrolled 50% down the page, but didn’t engage Contextual What can we infer from the context of the browser? • Marketing Campaign, Referral Source, Device, New/Returning, Time of Day, Browser Pro Tip #1 Mapping what we know to the customer journey
  31. 31. 38 Demographic Who are they? (First party or third party data) • Geo, Vertical, Gender, Member Non-Member, Demographic, CRM Data, Customer Tier, or Loyalty Behavioral What is their intent? ● Viewed category of content, Entered certain city/zipcode, Past Browse Behavior, Uploaded to photo album, Scrolled 50% down the page, but didn’t engage Contextual What can we infer from the context of the browser? • Marketing Campaign, Referral Source, Device, New/Returning, Time of Day, Browser NEW VISITORS RETURNING VISITORS KNOWN VISITORS Awareness Consideration Service LoyaltyPurchase Pro Tip #1 Mapping what we know to the customer journey
  32. 32. 39 Obviously Actionable Large Need for Creativity Granular Browsed Twice; Product Category Visitor Cohort; New, Returning, Active, Loyal Large Geos; Coastal Urban, State, Key Cities Past Purchasers Second Priority Pro Tip #2 Understand actionable audiences versus reach
  33. 33. 40 Pro Tip #3 Some audiences have a low technical signal and it may be difficult to target
  34. 34. 41 Next Steps: Continue Your Learning! www.optimizely.com/optimindset-personalization/ Search Optimindset Personalization to access other resources in the series
  35. 35. Q&A
  36. 36. Thank you

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