How Social Listening can Inform Personalization Strategies

transcript

Personalization, Customization and

Segmentation

• On a Web site, personalization is the process of tailoring

pages to individual users' characteristics or preferences.

• Personalization implies that the changes are based on

implicit data, such as items purchased or pages viewed.

• The term customization is used instead when the site only

uses explicit data such as ratings or preferences

• Segmentation is splitting customers into distinct groups

Alterian’s Engaging Times Summit 2010

Social Listening and Personalization Strategies

Kathy Hecht

CMO, AG Interactive

Why Segment?

Click Here to See all the Presentations

From Alterian’s Engaging Times Summit

http://www.alterian.com/NAETSummit10

…..when we buy the same product…

…and we like different things

Evolution of Personalization

Stage 1 – Historical Information

Traditional

Funny

80% increase in

sends

Holiday segmentation

Easter Segment Passover Segment

10% lift in sends 40% lift in sends

Relationship segmentation

• 16% lift

• 17% lift

• 12% lift

Mother Segment

General Mother’s Day Segment

Other Family Segment

Frequency Segmentation

Short List

Superficial

In the Middle

/Image:Third_stickfigure_95.PNG

Corresponding Offers by Segment

Superficial

Push more

connections with

existing network

Short

Encourage importing

names from other address

books Middle

Cross-sell other products

Birthday Promos for Birthday Senders

Default Homepage

Birthday Homepage

Welcome Page for First Time Visitors Default Homepage

Welcome Homepage

Subscription Term Choice

Personalization Phase 2

Deliver a different experience based on who they are and what they do.

Created a 67% lift in revenue per visitor for the targeted population!

More Places to Personalize

Regular Experience: subscribe to send premium cards

Low propensity Experience: download free toolbar to send premium cards

Personalization Stage 3

Social Click Here to See all the Presentations

8,170 Followers

22,492 Followers

809 Followers

23,111 Followers

http://twitter.com/search?q=

http://twitter.com/amgreetings/status/8641312002

http://twitter.com/Happyhusky

http://twitter.com/amgreetings

http://twitter.com/Happyhusky/status/8588520237

http://twitter.com/amgreetings

Alterian SM2 Reports…SENTIMENT

Alterian SM2 Reports…DAILY VOLUME

Alterian SM2 Reports…TWITTER

POPULARITY

Someone with a 10 star ranking has 5000+ followers!

Taylor Swift

The Concert Ticket Giveaway

Giving an Update and Rules Clarification

Evolved to Fans Talking to Each Other

New Product Introduction

Marketing Messages

Stages of Personalization

• Based on what customers BUY

• Based on what customers DO

• Based on what customers SAY

Many more choices ahead

http://rds.yahoo.com/_ylt=A9G_bDlVRodJ46MA9veJzbkF;_ylu=X3oDMTBqMGphbm9uBHBvcwMyMARzZWMDc3IEdnRpZAM-/SIG=1jkb9kchk/EXP=1233688533/**http:/images.search.yahoo.com/images/view?back=http://images.search.yahoo.com/search/images?_adv_prop=image&va=motorcycle&fr=slv8-msgr&xargs=0&pstart=1&b=19&ni=18&w=1024&h=768&imgurl=www.parttrade.com/Images/Used-Kawasaki-Motorcycle-Parts.jpg&rurl=http://www.parttrade.com/Links/used-Kawasaki-Motorcycle-Parts.htm&size=402.4kB&name=Used-Kawasaki-Motorcycle-Parts.jpg&p=motorcycle&type=JPG&oid=68f3482e86eba934&no=20&tt=9,682,894&sigr=121h54jsd&sigi=11rjo25l2&sigb=13joai8uh

http://rds.yahoo.com/_ylt=A9G_bHKyRodJj2QBUQCJzbkF;_ylu=X3oDMTBpdDZuNzZrBHBvcwM5BHNlYwNzcgR2dGlkAw--/SIG=1hp00ibl8/EXP=1233688626/**http:/images.search.yahoo.com/images/view?back=http://images.search.yahoo.com/search/images?p=tractor&fr=slv8-msgr&ei=utf-8&x=wrt&w=153&h=135&imgurl=www.mckinneyhonda.com/graphics/john_deere/L100_LawnTractor_92752_a.jpg&rurl=http://www.mckinneyhonda.com/lawn_equipment_john_deere_L100.html&size=12.5kB&name=L100_LawnTractor_92752_a.jpg&p=tractor&type=JPG&oid=38d465eccc332f00&no=9&tt=2,137,635&sigr=1204qc0q6&sigi=126ttvslu&sigb=12ij0jfni

http://rds.yahoo.com/_ylt=A9G_bF7eRodJo4sAlmaJzbkF;_ylu=X3oDMTBpZTByOGFiBHBvcwMyBHNlYwNzcgR2dGlkAw--/SIG=1idpjahao/EXP=1233688670/**http:/images.search.yahoo.com/images/view?back=http://images.search.yahoo.com/search/images?p=school+bus&fr=slv8-msgr&ei=utf-8&x=wrt&w=395&h=193&imgurl=www.jalopnik.com/cars/images/hybrid_school_bus.jpg&rurl=http://www.jalopnik.com/cars/alternative-energy/first-hybrid-school-bus-on-the-way-151755.php&size=20.3kB&name=hybrid_school_bus.jpg&p=school+bus&type=JPG&oid=7dbddc930c61c8a4&no=2&tt=431,138&sigr=12t150sgn&sigi=11iavqvdp&sigb=12lqjh3em

http://rds.yahoo.com/_ylt=A9G_bDojR4dJCgoBGz6JzbkF;_ylu=X3oDMTBpdnJhMHUzBHBvcwMxBHNlYwNzcgR2dGlkAw--/SIG=1h30eg0n4/EXP=1233688739/**http:/images.search.yahoo.com/images/view?back=http://images.search.yahoo.com/search/images?p=unicycle&fr=slv8-msgr&ei=utf-8&x=wrt&w=325&h=325&imgurl=www.earthspirits.net/Merchant2/graphics/00000002/coker_unicycle.jpg&rurl=http://www.abikestore.com/catalog/p118_118.html&size=17.3kB&name=coker_unicycle.jpg&p=unicycle&type=JPG&oid=7290b3fbeafa11de&no=1&tt=134,141&sigr=11f5s7nga&sigi=123qh5hmc&sigb=12j79il1a

The End

(actually, more like the beginning)

How Social Listening can Inform Personalization Strategies

Business