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Semelhante a Contextual Personalization (20)
Contextual Personalization
- 4. Blimey!
facts
The average Brit has 260
emails unopened in their inbox
© 2014 Webtrends, Inc. 4
- 5. of these emails
are from brands
of Brits say brand
spam drives them mad
facts
56% 84%
© 2014 Webtrends, Inc. 5
- 6. Brilliant!
facts: get personal
81% of Brits respond positively when they
receive personalized content from a brand
© 2014 Webtrends, Inc. 6
- 7. of those who NEVER open
emails say they would
if the subject line was
personalized
of the people who
SOMETIMES open brand
emails say they would if it
was personalized
facts: get personal
60% 82%
© 2014 Webtrends, Inc. 7
- 10. challenge
Marketers are faced with the process of customer’s
“Self-selecting.”
Ignoring emails that they signed up for but are simply not
relevant at the time they are sent–personalized or not.
© 2014 Webtrends, Inc. 10
- 12. What IF brands could improve
personalization by understanding
the context of each customer’s visit?
solution
Because it’s all about relevancy,
contextual relevancy
© 2014 Webtrends, Inc. 12
- 13. At Webtrends, we call that...
contextual
personalization!
© 2014 Webtrends, Inc. 13
- 14. Wicked!
solution
So... what is contextual personalization?
It’s the combination of historical and real-time data to come to
context-sensitive insights about customers.
Contextual
Time of day, current site activity,
weather, device
Personalization
Purchase history, personal
preferences, demographic
(age, gender, etc)
© 2014 Webtrends, Inc. 14
- 16. solution: contextual personalization
Hello!
Meet Jill...
She is a fashion-loving female
who has purchased items
from this retail site in the past.
Today she is visiting the site
from her mobile device,
looking at women’s shoes on
a rainy day in London, where
she lives.
© 2014 Webtrends, Inc. 16
- 18. solution: contextual personalization
Because we know from historical data
that Jill is a frequent shoe-shopper
and from real-time data that she is
browsing via mobile, from London,
on a rainy day, we can recommend a
deal on wellies – likely the item Jill was
looking for!
© 2014 Webtrends, Inc. 18
- 20. w e b t r e n d s
learn: download the whitepaper!
Want to learn more about
Contextual Personalization?
Download the whitepaper here
© 2014 Webtrends, Inc. 20
Contextual Personalization
The next frontier in customer
engagement.
John Fleming – Marketing Director, Webtrends EMEA & AsiaPac
Webtrends® Whitepaper © 2014 Webtrends, Inc. All Rights Reserved