personalization at scale: what it really takes by jason heller
TRANSCRIPT
Personaliza+onatScale:WhatitReallyTakes
JasonHellerGloballead,DigitalMarke1ngOpera1ons
2McKinsey&Company
$100MM+
10x
Testing throughput
Hit rate
Avg. impact
per test
Segmentation and model quality Incremental
value = +
Personaliza1onatscalecandeliverrealvalue
3McKinsey&Company
Fundamentally,personaliza1onatscaleisdataac+va+on
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101010010001010001010110101110010101001001000100001010110101110010
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Transac1ondataMediadata
Socialdata
Third-partydata EngagementdataCallcenterdata
Enhancetarge1ngandop1miza1onofpaidmedia
Enablepersonaliza1on
ofownedchannels
4McKinsey&Company
Crea1veitera1on
Managingthecontent,offers,andexperiencethecustomerorprospectsreceives
Analy1csmodelscorespropensityforsegmentstoconvertorup-sell
Guidedbyasimpleandeffec+veorganizingframework
DecisioningDesignCustomerscoring
Advancedanaly1cs
Offermanagement
Distribu+onMarke1ngtechnologyusedtotargetaddressableaudienceacrosschannels
Deliveringpersonalizedexperiencesacrosschannels
Crea1ngafeedbacklooptofeedthedatabeast
Tes1ng&experimentaldesign
DatafromdisparatesystemsisaggregatedinacustomerdataplaPorm
Data 360°customerview
Adressabilitymanagement
AdSales
Dataanaly+cs
Technology
Internalecosystem
Externalecosystem
▪ Websiteanaly1cs▪ Mobilesiteanaly1cs▪ SEOanaly1cs▪ UXanaly1cs
▪ Combines1stand3rdpartydata
▪ Enrichtarge1ng▪ Look-a-likemodels▪ Mediaanaly1cs
▪ AWribu1on▪ Socialanaly1cs
E-commerce
Design
▪ Consumerinsights▪ CSAT▪ Ra1ngs&reviews▪ Sociallistening
Sales
3rdpartydata
Paid&managedchannels
VOC
DigitalplaNorms
▪ Marke1ngac1va1on
▪ Budge1ng▪ Strategy▪ Resourcing
Thecustomer
▪ CRManaly1cs▪ Revenue/LTV▪ Propensitymodels▪ Churnmodels
NewbaWleground:thecustomerdataplaNorm
6McKinsey&Company
Cri1caltoarchitectthedata(anddecisioning)integra1onacrossthemarke+ngtechnologystack
A/B/MVTplaPorm
Decisioningengine
DatamanagementplaPorm(DMP)
CustomerdataplaPorm(CDP)
Campaignmanagement/Contentpersonaliza1on
Adserver
AffiliateplaPorm
Web/mobileanaly1cs
Distribu+on:paidchannelsContentmanagementsystem,websiteandmobileservices
Email/marke1ngautoma1on
Advancedanaly1cs
Distribu+on:ownedchannelsSEMbid
managementtool
Demand-sideplaPorm(DSP)
AWribu1onplaPorm
Coredataanddecisioning
Tagmanager
7McKinsey&Company
Agilemarke1ngprac1cesareavitalcomponenttoiden+fy,prove,andcapturevaluefrompersonaliza1on
Sprintcycles
Daily
Priori+zedbacklog SCALING!Discobvery
analy+csInputfromstakeholders
8McKinsey&Company
Fivecorebeliefstomobilizetheorganiza1onfordataac1va1onatscale
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Mobilizecross-func1onalleadersaroundtheopportunity
Definevalueatstake,securecrossfunc1onalengagement
Mo1vateasenseofurgency
Getcrea1veaboutnaviga1ngthelegacy
Berelentlessaboutsolu1ons
ShielegacyITprojectsintomarke1ngOpex
WalkbeforeyourunFor1fythefounda1on,proveROI
Thendevelopcomplexcapabili1esatscale
Priori1ze“lighthouse”projectstokick-startexecu1on
Defineprimaryusecasesandrallyaroundthem
Pursuethebiggestopportuni1esfirst
Letdataac1va1ondriveyournewmarke1ngopera1onsmodel
Newrolesandprocessesaroundstrategyandorchestra1on,campaignmanagement,contentandcrea1ve,dataandanaly1cs
9McKinsey&Company
Intheory,prac+ceandtheoryarethesame.Inprac+ce,theyarenot.
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