My slide deck from the talk I delivered at MozCon 2015. Personalizing your online marketing may be a daunting idea right now, but after Cara breaks it down, you’ll realize why embracing it early will be transformative, highly lucrative, addicting, and not creepy. Learn a framework for personalization, ideas for e-commerce, media, and B2B business, and criteria for how to prioritize personalization ideas.

1. @caraharshman
#MozCon

2. @caraharshman
#MozConWe’re
in love!
…and
we’re moving
out!
@caraharshman
#MozCon

3. @caraharshman
#MozCon
So… how
fast can you
move?
@caraharshman
#MozCon

4. @caraharshman
#MozCon

5. @caraharshman
#MozCon
15% off
all acrylics

6. @caraharshman
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Title Text

7. @caraharshman
#MozCon
still
deciding?

8. @caraharshman
#MozCon
@caraharshman
#MozCon

9. @caraharshman
#MozCon

10. @caraharshman
#MozCon

11. @caraharshman
#MozCon
The one-size-fits-all
web is dead.

12. @caraharshman
#MozCon
The one-size-fits-all
web is dead... and lazy.

13. @caraharshman
#MozCon
A framework for personalization
WHO
to target
WHAT
to show them
HOW
to prioritize

14. @caraharshman
#MozCon
A framework for personalization
WHO
to target
WHAT
to show them
HOW
to prioritize

15. @caraharshman
#MozCon
Contextual
Demographic
Behavioral

16. @caraharshman
#MozCon
Everyone

17. @caraharshman
#MozCon
Keyword
referrals

18. @caraharshman
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makes
Keyword
referrals
+32% conversions

19. @caraharshman
#MozCon
Pre-sale
Post-sale

20. @caraharshman
#MozCon
Enterprise
SMB

21. @caraharshman
#MozCon
Title Text
Everyone

22. @caraharshman
#MozCon
Title Text
Past
purchasers

23. @caraharshman
#MozCon
Title Text
Past
purchasers
+10% conversions

24. @caraharshman
#MozCon
Contextual
Demographic
Behavioral

25. @caraharshman
#MozCon
You have existing audiences
right under your nose.

26. @caraharshman
#MozCon
A framework for personalization
WHO
to target
WHAT
to show them
HOW
to prioritize

27. @caraharshman
#MozCon
A framework for personalization
WHO
to target
WHAT
to show them
HOW
to prioritize

28. @caraharshman
#MozCon
Media Site
WHO WHAT
Onboarding experience w/
tour of site
New visitor

29. @caraharshman
#MozCon
Media Site
WHO WHAT
Onboarding experience w/
tour of site
New visitor
Return visitor Sign up for email newsletter

30. @caraharshman
#MozCon
Retail Site
Show local in-store
pickup options
WHO WHAT
Located In San
Francisco

31. @caraharshman
#MozCon
Retail Site
Show local in-store
pickup options
Has not visited
site in 90 days
WHO WHAT
Give promotional offer for
limited time discount
Located In San
Francisco

32. @caraharshman
#MozCon
Don’t be creepy.

33. @caraharshman
#MozCon
@caraharshman
#MozCon

34. @caraharshman
#MozCon
A framework for personalization
WHO
to target
WHAT
to show them
HOW
to prioritize

35. @caraharshman
#MozCon
A framework for personalization
WHO
to target
WHAT
to show them
HOW
to prioritize

36. @caraharshman
#MozCon
Prioritize each personalization by:
1 Potential business impact

37. @caraharshman
#MozCon
Prioritize each personalization by:
1
2
Potential business impact
Technical effort to execute

38. @caraharshman
#MozCon
Prioritize each personalization by:
1
2
3
Potential business impact
Technical effort to execute
Requirements to sustain

39. @caraharshman
#MozCon
Take big bites for big impact.
@caraharshman
#MozCon

40. @caraharshman
#MozCon
Be realistic about the
technical effort.
@caraharshman
#MozCon

41. @caraharshman
#MozCon
Don’t slice your
audiences too thin.
@caraharshman
#MozCon

42. @caraharshman
#MozCon
A framework for personalization
WHO
to target
WHAT
to show them
HOW
to prioritize

43. @caraharshman
#MozCon
A framework for personalization
WHO
to target
WHAT
to show them
HOW
to prioritize

44. @caraharshman
#MozCon
The power of personalization
is in how you wield it.

45. @caraharshman
#MozCon
Go forth and personalize!

46. @caraharshman #MozCon