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April 22, 2015
How to Create a Practical & Profitable Personalization Strategy
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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
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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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MAXYMISER
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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.
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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.
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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
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Siz
e o
f V
isit
or
Pro
file
s
Number of Experiences
One / Few
No attribute
s
100s of attributes
Basic Testing“winner for
all”
Advanced Segment Targeting
Static Personalizatio
n
Many
High Precision
Contextual Personalizati
on
Static messaging to
everyone
Dynamic messaging to
everyone
Manual Segmentatio
n Testing
Automated Segmentatio
n 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 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
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0
A/B...n
Simple MVT
Functionality
Testing
Behavioral
Targeting
Predictive
Analysis
DataIntegration
Omni Channelti
m e
tactical
starting
out
simple
testing
advanced
testing
personalization&
segmentation
integrated CXO
strategic
MAXYMISER
CXO MATURITY CURVE
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TEALIUM
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HOLD FOR ADAM’S NEW DECK
◼XYZ
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Keys to making personalization profitable, and actionable steps to get thereREID BRYANT, DATA SCIENTIST BROOKS BELL
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QUESTIONS
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Thank You
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