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The Promise of Personalization: How to Create Meaningful Consumer Experiences that Propel Growth
1.
2020 © AB
Tasty How to Create Meaningful Consumer Experiences that Propel Growth December 2020
2.
2020 © AB
Tasty2020 © AB Tasty ● B.S., Marketing ● Certifications: Google, Optimizely, Tealium, Demandbase, etc. ● Started ‘testing’ in 2011/2012 ● Experience leading optimization for variety of B2B & B2C brands: ○ Radisson Hotel Group, Logitech, Ring, Zendesk, Doordash, Clorox, etc. ● Husband and father of 3 little girls
3.
2020 © AB
Tasty | Accelerating Growth & Digital Transformation Through Experimentation 20,000+60+2010 CroMetrics.com
4.
2020 © AB
Tasty
5.
2020 © AB
Tasty Let’s Talk Personalization per·son·al·i·za·tion noun: personalization; plural noun: personalizations; noun: personalisation; plural noun: personalisations 1. the action of designing or producing something to meet someone's individual requirements. "the goal of search personalization is to help the searcher save time" Interest over time continues to grow
6.
2020 © AB
Tasty2020 © AB Tasty Expectations for Personalization Are High
7.
2020 © AB
Tasty2020 © AB Tasty Consumers feel frustrated when a shopping experience is impersonal. Segment A Personalized User Experience 71%
8.
2020 © AB
Tasty2020 © AB Tasty Consumers are willing to share their data to create a more a personalized experience. Accenture A Personalized User Experience 83%
9.
2020 © AB
Tasty2020 © AB Tasty Digital businesses are investing in personalization. Forrester 89% End-to-End Personalized User Journey
10.
2020 © AB
Tasty2020 © AB Tasty End-to-End Personalized User Journey Marketers report that personalization can boost revenues. Adweek 15%
11.
2020 © AB
Tasty
12.
2020 © AB
Tasty2020 © AB Tasty Marketers are very or extremely confident that they have a successful strategy for personalization. Evergage Personalization Isn’t Easy 14% Only
13.
2020 © AB
Tasty2020 © AB Tasty Personalization Isn’t Easy Marketers cite data quality as a leading technical challenge. Forbes 48%
14.
2020 © AB
Tasty Just Getting Started = 1 Executing with Limited Success = 2 Personalizing Like a Boss = 3
15.
2020 © AB
Tasty
16.
2020 © AB
Tasty
17.
2020 © AB
Tasty #1 Not real data
18.
2020 © AB
Tasty #1 When Safe, Make Assumptions to Move Faster Existing Customer Personalization
19.
2020 © AB
Tasty #2 Why are they waiting?
20.
2020 © AB
Tasty #2 If You Don’t Have It, Build It. You’ll Need It. Data problems
21.
2020 © AB
Tasty #2 If You Don’t Have It, Build It. You’ll Need It. Key user behavior data
22.
2020 © AB
Tasty #2 If You Don’t Have It, Build It. You’ll Need It. Customer type Personalization
23.
2020 © AB
Tasty #3 Do you have a CDP?
24.
2020 © AB
Tasty #3 Experiment With All Existing Capabilities & New Tools ABM Personalization
25.
2020 © AB
Tasty #4
26.
2020 © AB
Tasty #4 AB Tasty Optimizely Segment Find Ways to Start Forming Audiences
27.
2020 © AB
Tasty #4 Find Ways to Start Forming Audiences
28.
2020 © AB
Tasty #5
29.
2020 © AB
Tasty #5 Prioritize Targets By Opportunity Size Biggest opportunity
30.
2020 © AB
Tasty #5 Find High Volume and/or High Value Locations PPC Personalization
31.
2020 © AB
Tasty #6
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Tasty #6 Always Calculate Your Estimated Sample Size
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Tasty #6 Ask Yourself: Where Is It? Who Is It For? How Useful Is It? Customer type and behavior Personalization
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Tasty #7 Lucid Chart Do you have a customer journey map?
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Tasty #7 Hypothesize Ways to Personalize Touchpoints Homepage Landing pages Navigation Blog Navigation Category pages PLPs Landing pages Search & SERP Product listing pages Product pages Landing pages Cart Cart Checkout Product pages Product listing pages Order confirmation Account Sitewide Blog ELEMENTSLOCATION STAGE
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Tasty #7 Hypothesize Ways to Personalize Touchpoints Homepage hero Personalization
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Tasty #8 Measure what matters
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Tasty #8 Don’t Assume. Always Test to Measure Impact. ABM Personalization
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Tasty One-to-Moment Strategies One-to-One Strategies One-to-Few Strategies One-to-Same Strategies One-to-Many Strategies One-to-All Strategies (Most Are Still Here)
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Tasty 1. When it comes to data. Make it, don’t fake it. 2. Invest in build a rock solid data foundation 3. Understand your tech stack, each tool’s capabilities and integrations 4. Outline key user data attributes and assess feasibility 5. Use data to identify your primary locations for targeting experiences 6. Evaluate the size of your audience segments 7. Map out what you could personalize in the customer journey 8. Bring an experimentation mindset to personalization
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Tasty years years years Grant.Tilus@crometrics.com Connect with me on LinkedIn! Visit www.CroMetrics.com Submit your questions!
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