Zach Lawryk, Director of Global Sales Engineering

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Strategy & Demo

Zach Lawryk, Director of Global Sales Engineering

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Our Mission: Deliver remarkable experiences and superior results for our clients.

Our Vision: To be leaders in leveraging data to help brands make smarter marketing investments.

Website Personalization Strategy8.31.2016

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Why Personalization

Leverage the relevant and tailored experience solidifying loyalty and increased customer value

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What About Personalization

You can have any color, as long as it’s black

-Henry Ford

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Orchestrating a Personalized Experience

•Audit

•Drivers

•Enablers

•Mythbusters

•Q & A

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Rise InteractiveOverview

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Agency Snapshot

• Founded in 2004

• Media, Analytics, & CX

• 250 Employees

• Consistent & Rapid Growth

• Senior Advisors• Jack Kraft

• Dave Friedman

• Cheryl Berman

• Recognized Industry Leader

• Andrew DeGuire

• Chris McGowan

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Depth & Breadth of Services

Interactive Investment Management

CXANALYTICS

• Search• Display• Affiliate• Email• Social

• User Experience & Analytics• Customer Insights• Business Intelligence• Marketing Measurement

• Creative Design• Web & Mobile

Development• Content Marketing

MEDIA

PERSONALIZATION

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Centers of Excellence

Rise Analytics

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Audit

What stage in their life- cycle is my customer?

What are my customers

seeing when they visit my

site?

What media channel & content

drove the traffic?

How does A/B testing fit into my

digital strategy?

Goals & Stakeholders

Enhance Experience

Increase Efficiencies

Customized Experiences

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Driver – A/B TestingEnabler: Data Driven Hypothesis

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Driver: Testing & Optimization

Apply UX Research methods to uncover main gaps in critical pathing and visitor experience

Test, test and test again to fine-tune your users’ journey to conversions and increase engagement

Segment test results to find best performing audiences and shape your personalization strategy

Personalize on-site experiences and deeply connect with your target personas

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• CRO Cognitive Framework

• Competitive Analysis

• Heat Maps• Web/App Analytics

• Session Analysis• UI/UX Testing

• Surveys• Sentiment Analysis

UX Analytics Audit

Quantitative Qualitative

On-Page Intelligence

Voice of Customer

Usability Assessment

TestingRecommendations

Enabler: Behavioral Research

• A/B/n, Multi-Variate Tests• Advanced Segmentation

Personalization• Targeted Content For

Specific Segments• Increase Conv% with

relevant experiences

• Testing Ideas• Quick Wins

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Testing & Personalization

•Not mutually exclusive

•Economies of Scale

•Strategy for Hypothesis creation

•Audience Impact Discovery

•Documentation & Momentum building

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Driver – Right AudienceEnabler: Data

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Driver : Identify and define Audience

Reach

Complexity

Impact

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Enabler: Leveraging Data

•Foundation : Complete set of data •Prioritization•Segment , Segment & Segment – Behavioral– Demographic– Lifecycle– Psychographic

•Transform data to CX is key

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Driver – Relevant Experience Enabler: Content | User Personas

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Keys To Successful Experience Strategy

Audit to Identify Content Opportunities

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Sample Data

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Using Data To Fuel Content Strategy

•Search Trend Data•Web Analytics •Consumer/Persona Data•Social Listening • Industry Research •Competitive Intelligence

Keyword Rank Search Volume

How To Install A Toilet - 8,100Outdoor Shower Ideas - 1,900Replace Shower Head - 880Install Farmhouse Sink - 390Sink Drain Install - 260Bathroom Vanity Installation - 140How To Clean Range Hood - 110Install Curved Shower Rod - 90Remove Scratches From Acrylic - 70Wall Mount Sink Installation - 70

Sample Data

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Enabler: Personas |Curate content

•Cross-Channel Learnings•User Journeys & Customer Life stages•Prioritization•Leverage existing content•VOC – chats, OE feedback, communities•Start small – Call To Actions, USPs,

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Summary

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Myths Busted

•Personalization does not replace testing

•No magic number for audience segments

•Leverage & curate existing content

•Rules based personalization is impactful

•Personalization is not a mammoth undertaking

THANKYOU

Please Contact: Ashmita.Chatterjee@riseinteractive.com

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Thank You!