Date post: | 08-May-2015 |
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Business |
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PersonalisationHow to treat your online customers like real people
Irene Kalkanis, February 2014
We’ll find out
• Why personalisation is important
• How you’re already half way there
• The different types of personalisation
• How to monetise personalisation
The internet gives you a new opportunityto show a different store front to different customersbased on what you already know about them
Customers give you a lot of information about themselves
New visitors Existing customersDevice & browser type Existing customers give us extra:
Geographic location Buying history
What they were searching for Browsing history
How they were referred to your site Preferences and personal settings
In session browsing history Demographic information (gender, age, birthday)
Current clicking behaviour CRM information (e.g. what they bought in branch)
Context: time of day / seasonality / weather
Types of personalisation
Prescriptive Personalisation • Visitors are broken down into
predefined segments
• Different business rules are set up for each segment
• Visitors get a different experience depending on which segment they fall into
Source: http://creditsolutions.dnb.com
Adaptive Personalisation
• Visitor behaviour is constantly monitored
• Business rules are continually evolving based on behaviour
• Visitors get a different experience depending on their own personal behaviour
Types of personalisation
Targeted advertising
By knowing your customer you can sell to them more effectively
Use CRM data, previous purchases, and behavioural data to create segments
Increase conversions by advertising products targeted to those segments
Summary
1. Personalisation lets you treat your customer as an individual
2. Most companies already have much of the data they need to provide a personalised experience
3. Aside from giving your customer a better experience, personalisation allows you to target customers and increase conversions