using real-time data to drive optimization & personalization

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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.