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How to Deliver Powerful Personalized Experiences

Learn how to plan and orchestrate your marketing personalization and optimization strategy. Orchestrate your strategy wisely and serve customers effectively across all channels.

How to Deliver Powerful Personalized Experiences

  1. 1. HowtoDeliver Powerful Personalized Experiences Ori Lavie, SVP Sales April 2015
  2. 2. Agenda • Who Are We? • First Step • Data Collection • Visitor Segmentation • Real Personalization • Automated Optimization • Questions How to Deliver Powerful Personalized Experiences
  3. 3. Who Are We? Dynamic Yield is a SaaS-based solution for real-time personalization and automated conversion optimization. We leverage automation and advanced machine learning to provide personalized user experiences, tailored for individual users. How to Deliver Powerful Personalized Experiences
  4. 4. How to Deliver Powerful Personalized Experiences First Step Plan and orchestrate your strategy
  5. 5. How to Deliver Powerful Personalized Experiences
  6. 6. Data Collection
  7. 7. Getting Web Analytics Right • Ensure a high level of confidence in the data • Focus on trends • Don't assume anything you can’t prove • Storytelling means everything to your data • Focus on actionable insights How to Deliver Powerful Personalized Experiences
  8. 8. Signs You’re Doing Web Analytics All Wrong • Accepting your data at face value • Not focusing on meaningful metrics • Focusing on absolute numbers instead of trends • Assuming arbitrary correlation between data sets • Ignoring segments • Getting seduced by vanity metrics • Forgetting your data tells a story • Not visualizing actionable insights • Ignoring statistical significance How to Deliver Powerful Personalized Experiences
  9. 9. Visitor Segmentation
  10. 10. Segmenting Your Data • Develop a customer centricity approach • Differentiate between behaviors and intent of visitor groups • Uncover the truths behind the numbers • See “what” and “who” is driving the end-result • Act accordingly How to Deliver Powerful Personalized Experiences
  11. 11. A 4-Step Visitor Segmentation Cycle How to Deliver Powerful Personalized Experiences
  12. 12. For instance, let’s say we’re looking at a report for the last 7 days with the following metrics: • Unique users: 13,020,403 • Revenue impact: $260,408 • Average revenue per user: $0.02 How to Deliver Powerful Personalized Experiences Segmentation Example
  13. 13. Let’s have another look at the data from a segmented point-of-view: How to Deliver Powerful Personalized Experiences Segmentation Example
  14. 14. But why stop there?! How to Deliver Powerful Personalized Experiences Segmentation Example
  15. 15. Persona-based Segments eCommerce personas: 1. Product-focused shoppers – Highly-focused, goal-driven shoppers. 2. Browsers – Leisurely shoppers who are killing time. 3. Researchers – Highly motivated, looking to learn about a specific product. 4. Bargain hunters – Customers who are on the lookout for the best deals. 5. One-time shoppers – Customers who are not entirely familiar with your site. How to Deliver Powerful Personalized Experiences
  16. 16. Advanced Ways to Group Visitors into Segments • Revenue impact • Engagement or action taken • Type of content consumed • Visitors with past conversions vs. no conversions • Session count / Depth of visit • Visitors with cart abandonments • Customer intent How to Deliver Powerful Personalized Experiences
  17. 17. Real Personalization
  18. 18. Effective one-to-one personalization can only be achieved if you have the right data, if you know who your audience is and what your most valuable segments are. How to Deliver Powerful Personalized Experiences
  19. 19. The Benefits of Personalization Personalization increases user engagement Show users what they’re looking for and they’ll be more likely to take action. Personalization increases conversions If more users engage with your website, your conversions will be higher. Personalization keeps your website fresh Returning to a website and seeing the same offers will not keep users coming back. How to Deliver Powerful Personalized Experiences
  20. 20. Segmentation is NOT Personalization How to Deliver Powerful Personalized Experiences
  21. 21. Demographics Age, gender, income, occupation, geo Interests Sports, cars, politics, Caribbean holidays Intent In the market for… Behavioral iPhone user, frequent visitor, registered Personalization Data Types How to Deliver Powerful Personalized Experiences
  22. 22. The Progression to Ultimate Personalization Gartner's Market Guide for Digital Personalization Engines, 7 April 2015 How to Deliver Powerful Personalized Experiences
  23. 23. Third Party Data Providers Marketing Automation CRM First Time Visitor ✓ Limited ✖ Returning Visitor ✓ ✓ ✖ Registered User / Buyer ✓ ✓ ✓ Data Sources How to Deliver Powerful Personalized Experiences
  24. 24. Automated Optimization
  25. 25. Take the Bandit Approach How to Deliver Powerful Personalized Experiences
  26. 26. Choose the Right Objective How to Deliver Powerful Personalized Experiences
  27. 27. Create an Awesome Optimization Plan How to Deliver Powerful Personalized Experiences
  28. 28. Thank You Ori Lavie, SVP Sales Ori@DynamicYield.com

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