This presentation was given by Irene Kalkanis at Mezzo Labs' "Getting Ahead in Web Analytics" event in February 2014. It covers the tools and techniques that use web analytics data to personalise the online customer experience.

1. Personalisation
How to treat your online customers like real people
Irene Kalkanis, February 2014

2. We’ll find out
• Why personalisation is important
• How you’re already half way there
• The different types of personalisation
• How to monetise personalisation

3. The internet gives you a new
opportunity
to show a different store front to different customers
based on what you already know about them

4. Customers give you a lot of information
about themselves
New visitors Existing customers
Device & browser type Existing customers give us extra:
Geographic location Buying history
What they were searching for Browsing history
How they were referred to your site Preferences and personal settings
In session browsing history Demographic information (gender, age, birthday)
Current clicking behaviour CRM information (e.g. what they bought in branch)
Context: time of day / seasonality / weather

5. Types of personalisation
Prescriptive Personalisation
• Visitors are broken down into
predefined segments
• Different business rules are set up
for each segment
• Visitors get a different experience
depending on which segment they
fall into
Source: http://creditsolutions.dnb.com

6. Adaptive Personalisation
• Visitor behaviour is constantly
monitored
• Business rules are continually
evolving based on behaviour
• Visitors get a different experience
depending on their own
personal behaviour
Types of personalisation

7. Targeted advertising
By knowing your customer you can
sell to them more effectively
Use CRM data, previous
purchases, and behavioural data to
create segments
Increase conversions by advertising
products targeted to those segments

8. Summary
1. Personalisation lets you treat your customer as an individual
2. Most companies already have much of the data they need to provide a personalised
experience
3. Aside from giving your customer a better experience, personalisation allows you to
target customers and increase conversions