why personalized digital marketing hasn't worked... yet

Why Personalized Digital Marketing Hasn’t Worked….Yet

Date

Today’s Speakers

Robert Mattson, Director of Product Marketing, Sitefinity – Telerik, A Progress Company

Robert has been in the technology space for over 25 years with companies such as Allaire, Eprise, Applix, ADP and Workscape.  His focus has been on how technology can be effectively leveraged to overcome both technical and business challenges.  He has spoken at events and conferences in the US and abroad, and his thoughts and research have been published both online and in print ranging from the Java Developer’s Journal to Talent Management Magazine.

Svetla Yankova(@Ssvetla_Yankova), Product Marketing Manager, Sitefinity – Telerik, A Progress Company

Svetla has always worked in the web content management industry and has previously held different positions in engineering, design and sales. Her work with Telerik began with pre- and post-sales consulting for customers, where she was able to focus on translating enterprise requirements into solutions. With a background in mathematics, Svetla is passionate about data-driven marketing as well as discovering and advocating better ways of how technology can address specific business questions. She is the author of the Data-Driven Marketing e-book.

HOT TOPIC ALERT

Personalization: A Digital Priority*

*Econsultancy 2015 Digital Trends

Personalization is about to pass mobile

*Econsultancy 2015 Digital Trends

B2C vs B2B

B2C• Purchase focused• Shorter decision cycles• Personalized by

Individual • Products and Services• 18% more likely than B2B

to focus on targeting( vs. 55% more likely in 2014)

B2B• Research focused• Longer decision

cycles• Personalized by

Account• Products and Services• Big investment and

focus in 2015

Challenges

TECHNOLOGY

SCALABILITY

DATA

PROCESS

PRIVACY & COMPLIANCE

Challenge: Technology

• Maturity of personalization platforms

• Many offering include personalization, but how many are actually used due to difficulty implementing at scale?

• Personalization domains• Owned website• Advertising platform• Marketing campaigns

• Accessing the data needed to create persona or specific personalization models

Challenge: Scalability

• Types of Scale• Number of profiles• Number of

personalizations• Depth of personalizations• Amount of data required• Amount of effort to plan

and implement requirements in alignment with business goals

Challenge: Data

• What is it?• Where is it?• Can I get access to it?• Can I relate data from

one system to another?

• Can I do all of this consistently, quickly and efficiently?

• Can I even store all the data I need?

Challenge: Process

• Who owns the systems that have the data?

• Who owns integration of systems?

• Who decides the personalization strategy?

• What team maintains the integrations and personalizations?

Challenge: Privacy and Compliance

• What data is fair game for personalization?

• Is it different in the US versus EU versus APAC?

• What data privacy legislations do you need to be aware of?

• HIPAA Example of Protected Data• Health information, including demographic

information• Relates to an individual’s physical or mental

health or the provision of or payment for health care

• Identifies the individual

• Perception is as important as reality

• The Target Example** - Forbes Feb 2012

Solutions

INTEGRATION OF BUSINESS & IT

SEPARATION OF PRESENTATION AND CONTENT

INTEGRATION OF DATA & PROCESS

Scale requires true integration between business & IT

Business:

1)Decides on segments

2)Decides on content

IT:

1)Delivers new data points

2)Delivers new ways to segment

2. Complexity Requires Separation of Presentation and Content

3. Investment requires agile, data-driven process.

Investment

New Content

PersonalizationResults

ROI

The enrichment of data perspective

0 CLICKS

IP, INFERRED LOCATION

INFERRED COMPANY

CAMPAIGN PARAMETERS

0 – 10 CLICKS

BROWSING HISTORY

ON-SITE SEARCH

NAVIGATION BEHAVIOR

UPON IDENTIFICATION

PURCHASE HISTORY

ADDRESS

SEARCH KEYWORDS

OFF-SITE BROWSING

PERSONA

CONVERSION LIKELIHOOD

EMAIL

CRM DATA

FORM DATA

PAST BROWSING

UPON PURCHASE

SATISFACTION

SOCIAL DATA

Personalization can impact different areas of the funnel

Exposure

Discovery

Consideration

Conversion

Customer Relationshi

p

Retention

Implicit

Profiling

Implicit + Explicit

Predictive

Account Based

Purchase History Based

Depth of data

Audience Size

Where to start = which conversion do you want to impact

Exposure

Discovery

Consideration

Conversion

Customer Relationshi

p

Retention

Opportunity

1% Conversion rate

20% conversion rate

60% conversion rate

Agile + Analytics Validation

Pick 1 location personalize Pick 1

persona personalize Pick winner Invest

The predictive approach

1000 visitors

1% conversion rate

100

5%

From Washington DC

From Washington DC

AND

seen Government Solutions video

The predictive approach

1000 visitors

1% conversion rate

100

5%

From Washington DC

From Washington DC

AND

seen Government Solutions video

Conclusion: Showing

Government solutions to DC

visitors may lead to

Up to 35 Net New

Conversions

The predictive approach

1000 visitors

1% conversion rate

100

5%

100

10%

500

5%

Up to 35 Net New

Conversions

Up to 15 Net New

Conversions

From Washington DC

Seen Government Solutions

Marketing Persona

Read “Digital Experience Cloud” brochure

Prescriptive AnalyticsDynamic Segment

“Best Next” Action

Result Prediction

Thank You & Questions

• Svetla.Yankova@Telerik.com

• Robert.Mattson@Telerik.com

• Info@Telerik.com