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USING REAL-TIME DATA TO DRIVE
OPTIMIZATION&PERSONALIZATION
Tom WylandAOLPaid Services
OPTIMIZATION.SEGMENTATION.PERSONALIZATION.THE PLATFORMRESULTS
WHAT IS OPTIMIZATION?
Ideal for the group:• Copy• CTA• Headline• Art• Layout
INBOUND WEB PAGE OPTIMIZATION
WHAT IS SEGMENTATION?
Using a limited number of customer data elements to provide one of several experiences
INBOUND WEB PAGE SEGMENTATION
Examples:• New customers• Parents• Pre-defined product preferences
DEFINING EXPERIENCES FOR THE SEGMENT
PERSONALIZATION?
Personalized:• Many customer data
elements• Many possible
experiences• Clustered data
WHAT ABOUT PERSONALIZATION?
MORE DATA, MORE EXPERIENCES
PERSONALIZATION CREATES MICROSEGMENTS
CAN WE DEFINE THE SEGMENTS AND SERVE THE EXPERIENCES IN REAL TIME?
THEPLATFORM.
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• Images for web display• Call center scripts• HTML fragments• Simple messages or text
Highly available data service using:• Couchbase• Spring• mongoDB• Apache Tomcat• Ehcache• Java
The real-time engine that chooses offers based on business rules and best predicted outcome
OFFERS
CUSTOMER DATA SERVICE
INTERACTION ADVISOR
BUILDING A PLATFORMImplementing Infor Epiphany Interaction Advisor
Web pages, email image URLs, web pages, apps all request offers from Interaction Advisor
CLIENTS TO SERVE OFFERS
THERESULTS.
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INCREASING CONVERSION
Infor IA continuously learns from offer history, increasing CTR and conversions over time.
Makes best use of limited inventory by delivering the best offer each time.
GETTING YOUR DATA IN ORDER
Highly available customer data snapshot has value on its own.
Leverage key data points elsewhere.
GATHERING INSIGHTS
Who is your best customer?What kind of data is driving conversions?
WHAT IS PERSONALIZATION WORTH?
The power of delivering the right message to the right user
THEEND.