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Das bin ja ich!
Personalisierung: Wem zeige ich wann welche Inhalte?
xing.to/fvs | @convert_them *Spoiler: es ist total einfach!
Hallo! Mein Name ist Ferdi.
Conversion Specialist
@ e-domizil Gruppe
@convert_them
xing.to/fvs
xing.to/fvs | @convert_them
„Hallo, Ferdinand“
xing.to/fvs | @convert_them
Demografische Informationen: was bin ich?
32 Jahre
Keine Kinder
berufstätig
Frankfurt
xing.to/fvs | @convert_them
xing.to/fvs | @convert_them
Besser: Was interessiert mich?
Musik
Konzerte
Marketing
Urlaub
xing.to/fvs | @convert_them
Familie
Paar
Essen
Meer
xing.to/fvs | @convert_them
Paar
Familie
Essen
Meer <3
Paris, Venedig, Florenz…
Kurze Anreise, günstig, Ferienhaus/Camping…
Italien > Frankreich >… > England
Mittelmeer, Atlantik, Südsee…
xing.to/fvs | @convert_them
xing.to/fvs | @convert_them
xing.to/fvs | @convert_them
Was weiß Kayak nun über mich?
Er mag Meer
Billigheimer
Mag Frankreich
Atlantik > Mittelmeer
Aber.. wie merken die sich das?
xing.to/fvs | @convert_them
xing.to/fvs | @convert_them
xing.to/fvs | @convert_them
In Chrome: F12 > Application > Cookies
xing.to/fvs | @convert_them
Ferdis Cookies
kayakStadt = Brest;
kayakLand = Frankreich;
kayakStyle = Meer;
kayakBudget = billo;
kayakFamilie = false;
xing.to/fvs | @convert_them
kayakStadt = Brest; kayakFamilie = false;
kayakStyle = Meer;
Aber…
xing.to/fvs | @convert_them
xing.to/fvs | @convert_them
Neuseeland?
xing.to/fvs | @convert_them
Kayak braucht mehr Daten!
xing.to/fvs | @convert_them
17 Sessions in den letzten 30 Tagen
Suchte nach: 8x Meer, 3x Stadt
12 Flugdaten abgefragt
Letzte Buchung: Februar 2016
xing.to/fvs | @convert_them
kSessionsMonth = 17;
kSearchHistory = Brest|Brest|Brest|Dublin|…;
kFlightSearchCount = 12;
kMonthsSinceLastBooking = 16;
xing.to/fvs | @convert_them
10 Monate seit dem letzten Urlaub!
xing.to/fvs | @convert_them
Der braucht doch
Urlaub!
Welche Infos braucht
Ferdi, damit er bei mir
bucht?
Der bucht bestimmt
bald!
xing.to/fvs | @convert_themhttps://www.thinkwithgoogle.com/marketing-resources/micro-moments/travel-booking-trends-book-it-moments/
xing.to/fvs | @convert_themhttps://www.thinkwithgoogle.com/marketing-resources/micro-moments/travel-booking-trends-book-it-moments/
xing.to/fvs | @convert_them
Cookies werden im Browser der User gespeichert.
xing.to/fvs | @convert_them
Anekdote: Ferdi besucht Flo und erzählt vom Urlaub.
xing.to/fvs | @convert_them
Ferdi am Computer
kSessionsMonth = 17;
kSearchHistory = Brest|Brest|Brest|Dublin…;
kFlightSearchCount = 2;
kMonthsSinceLastBooking = 16;
Ferdi bei Flo am Handy
kSessionsMonth = 1;
kSearchHistory = Faro|Faro|Lagos|Malta|…;
kFlightSearchCount = 2;
kMonthsSinceLastBooking = 0;
kBooking = true;
xing.to/fvs | @convert_them
xing.to/fvs | @convert_them
xing.to/fvs | @convert_them
Kann ich das auch selbst machen?
xing.to/fvs | @convert_them
Sammelt so viele Daten wie möglich. Und dann noch mehr.
xing.to/fvs | @convert_them
xing.to/fvs | @convert_them
Nutzerinteresse
Budget vs. Luxus
Kundentyp
Fortschritt in der Customer Journey
xing.to/fvs | @convert_them
Damenkleider
Günstige Kleider
Rücksendequote 83%
Hat Produkte im Warenkorb
E-Commerce: Mode
xing.to/fvs | @convert_them
getCookie();
…
Gender = „Frau“;
Category = „Jeans“;
Style = „komische Verzierungen“;
xing.to/fvs | @convert_them
Software
Best Price -Paket
12 Monatsvertrag
Lead
B2B: Software as a Service
xing.to/fvs | @convert_them
8 Tage vor dem 1. Geburtstag meiner Patentochter
10 Tage vor dem 3. Geburtstag ihres Bruders
xing.to/fvs | @convert_them
xing.to/fvs | @convert_them
Amazon Web Analyst: User bestellen das ca. alle 11-12 Monate
Amazon Web Analyst: Ferdis letzte Bestellung ist 15 Monate her!
Amazon Marketing: Ich erinnere Ferdi lieber mal daran!
*Ferdi kauft Zahnbürsten* (bei Amazon)
Amazon Marketing: „Ey Ferdi, Hygiene ist wichtig!!11einself“
Vielen Dank!
Ferdinand v. Seggern
@convert_them
xing.to/fvs

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