real-time personalization in action (alvin glay)

#monetatesummit

Real-Time Personalization in Action

AlvinGlay, Verizon Wireless

Agenda

• Personalization overview • Why it matters • Biggest barriers • Our approach to personalization • Personalization in action

Defining Personalization

Personalization is: • The right content for the right person at the right time Personalization is not:

• A/B testing • UX “fixes”

Consumers Want to be Accommodated

Source: Econsultancy / Monetate Real-Time Marketing Report

Consumers Want to be Accommodated

“Consumers are now used to having everything they want, when they want it. There is no margin for error anymore for the wrong message, the wrong time, the wrong audience or the wrong product.”


Benefits of Personalization


Perceived Benefits:

Benefits of Personalization


Companies reported a 26% uplift in conversion rate

coming from real-time marketing activities

Perceived Benefits:

It’s Everywhere

It’s Everywhere

Source:'Amazon.comSource:'Google.com'

…but it’s not the easiest thing to start doing

Barriers to effective real-time marketing


Personalization onVerizonWireless.com

The Verizon Wireless Customer

Example Customers • Prospects • Techies • Fitness experts • Innovators • Early adopters • Brand loyalists • Comparison shoppers

There are many unique customers, all shopping multiple products and categories:

Buying... • Network • Device • Home services • Accessories

Making the Choice:Partnering with Monetate

A Winning Product • Make multiple site-wide changes for multiple segments without

requiring any IT involvement • Speed to market, we can start right now, no development deployments • Run multiple experiences at the same time for different segments

Full-Service Digital Optimization and Personalization Team • Strategic services • Innovative recommendations/guidance • Great collaboration and partnership

• Monetate, eCRM, BlueKai, Neustar

Approaching Personalization• Tools we use to approach personalization:

• Our people/corporate strategy

• Monetate• Agencies• Partners• Multiple team members

• Who we use to implement personalization across the site:

!

• Verizon initially focused on high-volume, and then shifted to high-value segments.

!

• Through this, we learned that it is okay to start out with simple campaigns.

Figuring Out Where to Start

Phases of Personalization

Phase 1

Macro Segments New/Returning Geo-location

Mobile/Desktop


Phase 1


Mobile/Desktop

Phase 2

Key Segments Marketing Channel

Product Affinity Loyalty


Phase 1


Mobile/Desktop

Phase 2

Key Segments Marketing Channel

Product Affinity Loyalty

Phase 3

Personas Life-Cycle

Multiple Attributes Driven by Phase 1 & 2


Phase 1: Start Using Macrosegmentation, High Volume

Start off looking at consumer segments

at a high level (i.e. new vs. returning)

Start combining segments with each other to move toward a more personalized site experience.

Phase 2:Moving From Macrosegments to Key Segments

Additional target options: • iPhone vs Android • Urban vs Suburban • High-purchase frequency • Affiliate network shopper

• New visitors coming from key search terms

• Previously purchased X product • May Like Y

Examples of key segments:

Phase 2 Example: Affiliate Segment

Phase 2 Example: Galaxy Gear

• Use data from Phase 1 and Phase 2 to build and drive persona-based examples

Phase 3:Driving Persona-Based Experiences

• This is the ultimate goal of personalization: to have your customers feel as if their website experience is totally unique

!

• High penetration and high LTV • Highest rate of connected tablet ownership • Most tech-savvy group • First to buy new technology and fashion • Heavy travelers and users of public transit • Likes a good deal but will also pay more for quality • Online activity includes fantasy sports, shopping, travel

Verizon Wireless Personas

Big city couples

Customers close to deactivation• On-site behavior showing that they may be

close to closing their accounts • 3rd party data indicating in-market for

competitive providers

• Challenge: To successfully motivate users to complete transactions within the online channel instead of going to Verizon store locations !

• Hypothesis: Users who seek physical Verizon Wireless store locations via search engines and the store locator page can successfully be pulled back into the online channel when the value propositions of online options are reinforced

Phases of Personalization in Play

• Added a banner and dynamic text offering free shipping on the store locator page, reinforcing the value proposition to entice shoppers to buy online

Phases of Personalization in Play Phase 1

• Updated banner and dynamic text to read ‘Free Next Day/Overnight/Weekend Shipping’ based on time of visit


• Updated banner and dynamic text ‘Stay off the roads & order online’ on store locator page to visitors in areas where it’s currently snowing (paired with shipping promo)


1. Focus on core personas – remember high value, high volume

2. Partner with the right tools 3. Start simple 4. Use your data to drive your decisions

Key Steps to Implementing Personalization