1. © 2015 Tealium Inc. All rights reserved.
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April 22, 2015
How to Create a Practical &
Profitable Personalization
Strategy

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Reid Bryant
Data Scientist
• Uses advanced analytics and
applied statistics to create
data models, refine
methodology, and generate
deep insights
• Master of Science in Analytics
Adam Corey
Senior Director, Product
• Digital marketing and data
analytics expert
• Leads partner development
and technology integrations
• Previously at Disney, Visual
Sciences and Upsight
Daniel Toubian
Senior Product Strategist
• Focused on Customer
Insights & Personalization
• Previously at Macy’s and
Bloomingdales managing
omnichannel process and
systems strategy

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Housekeeping Notes
Use #PERSONALIZE as our webinar hashtag
This webinar will be recorded
Save your questions until the end
Thank you for joining!

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Where does personalization fit
into an overall customer
experience optimization strategy?
DANIEL TOUBIAN
SENIOR PRODUCT STRATEGIST
MAXYMISER

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Campaign-Centric to Customer-Centric
Campaign-Centric
Determine the area of your site with
the greatest immediate upside
potential.
Design variants based on hypotheses
about the preferences of entire
visitor base.
Run campaign and determine the
“winner-for-all.”
Customer-Centric
Determine / Discover the segment(s)
of visitors with greatest immediate
upside potential.
Design variants based on hypotheses
about the preferences of this
segment.
Run campaign, discover micro-
segments within this segments and
target each with their preferred
experience.

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Three Elements
Offers
Defined areas of real
estate with a call to
action and clear
commercial goal.
Merchandising
Product
Recommendations and
Online Assortment.
UX
Page Layout and
Funnel Journey.

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Extensive testing
of search process
Personalized
navigation & visitor
journeys
Personalized
product & category
level offers
Personalized
product
recommendations
Personalized
brand-level offers
Personalized
layout of entire
purchase funnels
Design &
messaging of all
calls to action
tested
A Holistic Tested and Personalized ExperienceA Fully-optimized Experience

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SizeofVisitorProfiles
Number of Experiences
One / Few
No
attributes
100s of
attributes
Basic Testing
“winner for all”
Advanced
Segment
Targeting
Static
Personalization
Many
High Precision
Contextual
Personalization
Static
messaging to
everyone
Dynamic
messaging to
everyone
Manual
Segmentation
Testing
Automated
Segmentation
Testing
Contextual
Personalization
The Flavors of Personalization
Multiple

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APIs
Across All ChannelsOmnichannel Personalization
Real-time
Web Data
Real-time
Mobile Data
Real-time
Social Data
DMP/CRM
Data
Web
Tablet
Mobile
Offline
Targeted Experience
Real-time Profile
Real-time
Decision Engine
First time site visitor
Lives in California
Viewed multiple
product pages
On a tablet
Has an account
Purchased x in the past
Used promotional coupon
Has items in his
shopping cart
Testing
•A/B…n
•MVT
Customer Insight
•Full funnel reporting
•360 degree customer view
Personalization
•Segment discovery
•Customer Lifecycle
•Recommendations

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A/B...n
Simple MVT
Functionality
Testing
Behavioral
Targeting
Predictive
Analysis
Data
Integration
Omni Channel
time
tactical
starting
out
simple
testing
advanced
testing
personalization
& segmentation
integrated
CXO
strategic
MAXYMISER
CXO MATURITY
CURVE

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One view of customer
ADAM COREY
SR. DIRECTOR OF PRODUCT
TEALIUM

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360me Experience!
! Real-time! ! Cross-Device ! Data Everywhere!

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Data Created in New Places!

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Atmospheric Marketing!
Leveraging data and devices to build meaningful
customer relationships
Home Computers
Smartphone
Call Centers
Point-of-Sale
Office Computers
Loyalty Programs
Credit Bureaus
iBeacons
DMA Data
Tablets

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Acting on Data is Difficult…!
• Inside our organizations, we have data in lots of
places (“islands of insights”)
• Outside our organizations, customers are starting
to change the game

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Explosion of Technologies!
• 2000: Handful of “tag-based” technologies
• 2015: 2,500+ digital marketing and analytics
technologies
• Affiliates
• Analytics
• Advertising
• Chat and Support
• Email and Marketing Automation
• Optimization, Personalization, Testing
• SEM
• Retargeting
• Social
• And more!

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Explosion of Technologies!
• Each of those technologies is used by different
team member (“island of insight”)
• Most technologies don’t talk to each other by
default (“no single view of customer”)

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Customers are Device Shifting!
• People at home swap devices an average of 21 times per
hour
Source: OMD UK’s “Future of Britain” Study, 2014

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Support is Now a Social Experience!
• More brands use Twitter for support: 41% YoY increase
Source: Simply Measured, Q1 2015 study of Interbrand 100

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Too Many Profiles – Islands of Insight!

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1 2 3 4 5 6
Customer
Interactions
Technology
Vendors
Visitor /
Customer Data
Data Preparation Storage BI / Mining
Live visitor
interaction with
dynamic content
and unified data
and governance
Application layer
fueled by 1000+
Martech vendors
Live actionable
data provided via
APIs, tags, or feeds
Data processing
to insert into
data warehouse
Enterprise data
warehouse
Analytics,
prediction, and
segmentation
Custom interaction or
personalization services
ǡ
FAST < 1 sec 5 min
Omnichannel
and
Multidevice
Streamlines Your Data Supply Chain!

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In Action: American Eagle Outfitters!
! Wanted to connect online behavior with in-store
action
! Encourage seamless customer experience and
upsell / cross actions, when appropriate

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In Action: American Eagle Outfitters!

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In Action: American Eagle Outfitters!
! Now they are testing new campaigns across the
digital and physical realm
! They are breaking new ground, which requires a
different mindset

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How To Begin!
1. Think in a vendor-neutral manner
2. Look for ways to streamline “data supply chain”
3. Make friends with data

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1. Think Vendor Neutral!
! Think about what you can/
should know about your
customers
! Vendors/technologies will help
you get there, but no one
knows your business better
than you
! Shut the laptop to get started

27. © 2015 Tealium Inc. All rights reserved. |
2. Streamline Customer Data Supply Chain!
! Establish data layer across
digital properties
! Identify data blind spots
! Determine where data
exists and needs to / Work
cross functionally
! Determine where latency
exists

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3. Make Friends with Data!
! People and teams need
data, not just technologies
! Gain 360 “buy in” to
customer initiatives

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Keys to making personalization
profitable, and actionable steps
to get there
REID BRYANT
DATA SCIENTIST
BROOKS BELL

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QUESTIONS?

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Thank You
daniel.toubian@maxymiser.com
adam.corey@tealium.com
rbryant@brooksbell.com