the personalisation minefield no results
TRANSCRIPT
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MINING FOR PERSONALISATION
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DEFINING THE F1RST JOURNEY
ATTRIBUTELY
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STEP #1
STEP #2
STEP #3
STEP #4
STEP #5
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SET A GOAL FROM THE OUTSET
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STEP #1
STEP #2
STEP #3
STEP #4
STEP #5
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DATA DEFINES THE SIZE OF PRIZE
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STEP #1
STEP #2
STEP #3
STEP #4
STEP #5
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FEEDBACK DETERMINES THE NEEDS
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STEP #1
STEP #2
STEP #3
STEP #4
STEP #5
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LITTLE AND OFTEN
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STEP #1
STEP #2
STEP #3
STEP #4
STEP #5
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CONTENT DELIVERS ENGAGEMENT
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PERSONALISATION PRINCIPALS
ATTRIBUTELY
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KEY PRINCIPAL - DON’T DO STUPID THINGS
ATTRIBUTELY
DON'T OFFER ME PRODUCTS
I ALREADY HAVE
DON'T OFFER ME PRODUCTS I WOULDN'T
QUALIFY FOR
DON'T PRESENT ME WITH
OFFERS I HAVE ACCEPTED OR
REJECTED BEFORE
1
DON'T PRESENT ME WITH
PRODUCTS WHICH ARE
IRRELEVANT OR MAKE ME WORK
HARD
II III IV
MARKETING COMMUNICATIONS WEBSITE/APP AND EMAIL
INTEGRATED CROSS
CHANNEL
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DEFINING THE OBJECTIVE
ATTRIBUTELY
Visitor engagement change over time
Visitor revenue
Change in customer satisfaction
Increase in customer leads /data capture
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QUANTIFYING THE PRIZE
ATTRIBUTELY
Identify the type of visitor
Select the most visited pages
Review the next part of the journey
Identify the content to be changed
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REFINE THE FEEDBACK
ATTRIBUTELY
Confirm where
on the siteFilter the content
1 - Directly impacts our goal
3 - Cosmetic,
doesn’t directly effect our
goal
2 - Contributes to our goal
Homepage
Product page
Add to cart process
About us
Blog
Directly impacts our
goal
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DEFINING THE FIRST JOURNEY
ATTRIBUTELY
Impact on goal (4)
Cost (2)Deployment time (1)
Volume (3)
JOURNEY #1 3 (12) 1 (2) 1 (1) 3 (9)
JOURNEY #2 2 (8) 3 (6) 3 (3) 2 (6) 23
24
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MEASURING THE EFFECT
ATTRIBUTELY
Primary Metric
Secondary Metric
Tertiary Metric
Overall NPS score and trend
Call to actions and named leads
Visitor engagement and returning visitors
NOTE: An illustrative example
Personalised
Non- Personalised
VS.
=
=
=
Comparing
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INDUSTRY EXAMPLES
ATTRIBUTELY
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EXAMPLE #1 - BEFORE
ATTRIBUTELY
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EXAMPLE #1 - AFTER
ATTRIBUTELY