"How to Create a Practical and Profitable Personalization Strategy" - Brooks Bell, Maxymiser,...

transcript

April 22, 2015

How to Create a Practical & Profitable Personalization Strategy

Reid BryantData Scientist

• Uses advanced analytics and applied statistics to create data models, refine methodology, and generate deep insights

• Master of Science in Analytics

Adam CoreySenior Director, Product

• Digital marketing and data analytics expert

• Leads partner development and technology integrations

• Previously at Disney, Visual Sciences and Upsight

Daniel ToubianSenior Product Strategist

• X• Y• z

Housekeeping Notes

◼Use #PERSONALIZE as our webinar hashtag

◼This webinar will be recorded

◼Save your questions until the end

◼Thank you for joining!

MAXYMISER

Campaign-Centric to Customer-CentricCampaign-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.

Three Elements

OffersDefined areas of real estate with a call to action and clear commercial goal.

MerchandisingProduct Recommendations and Online Assortment.

UXPage Layout and Funnel Journey.

Extensive testing of search processPersonalized

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

Number of Experiences

One / Few

No attribute

100s of attributes

Basic Testing“winner for

all”

Advanced Segment Targeting

Static Personalizatio

High Precision

Contextual Personalizati

Static messaging to

everyone

Dynamic messaging to

everyone

Manual Segmentatio

n Testing

Automated Segmentatio

n Testing

Contextual Personalization

The Flavors of Personalization

Multiple

Across All ChannelsOmnichannel Personalization

Real-time

Web Data

Real-time Mobile Data

Real-time Social Data

DMP/CRM Data

Tablet

Mobile

Offline

Targeted Experience

Real-time ProfileReal-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 couponHas items in his shopping cart

Testin

g•A/B…n•MVT

Customer Insight

•Full funnel reporting•360 degree customer view

Personalization•Segment discovery•Customer Lifecycle•Recommendations

A/B...n

Simple MVT

Functionality

Testing

Behavioral

Targeting

Predictive

Analysis

DataIntegration

Omni Channelti

tactical

starting

simple

testing

advanced

testing

personalization&

segmentation

integrated CXO

strategic

MAXYMISER

CXO MATURITY CURVE

TEALIUM

HOLD FOR ADAM’S NEW DECK

◼XYZ

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

QUESTIONS

Thank You

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

US HEADQUARTERS11085 Torreyana Road, San Diego, CA 92121+1 (858) 779-1344

"How to Create a Practical and Profitable Personalization Strategy" - Brooks Bell, Maxymiser,...

Data & Analytics