A simple presentation that outlines Multivariate Testing, Analytics, Email Marketing

1. What is a good strategy for
improving the accuracy of
customers’ personalised service?
6 minute presentation

2. Introduction
• We are are guilty of treating
customers alike.
• Out of those who try to
personalise a service, the
majority place customers into
pigeon holes and make
assumptions.
Image found: h.p://tha.hebonesyouhavecrushedmaythrill.blogspot.co.uk/

3. Introduction
• Many just randomly trial
marketing messaging and
promotions etc. to our
consumers without a real plan
or measurement across trials /
tests.
• These are then trialed seeing
which work and which do not
like throwing sh*t against a
wall and seeing if it sticks.
Image found: h.p://tripwow.tripadvisor.com

4. Research Figures
• 85% of customers avoid companies where they’ve had a
bad experience.
• 41% of total online revenues come from existing
customers who make up just 8% of visitors to their
website.
Stats: www.be.eryourbusiness.co.uk

5. Research Figures
• 81% of British people think a small business is going to
serve their needs better than a larger competitor
• 66% of the UK population would spend a little more to
get better service from their supplier
Stats: www.be.eryourbusiness.co.uk

6. Strategic Elements

7. Data
• Data is key
• It’s the foundation of any
business
• Understand your audience and
how they interact with your
brand
• Then and only then can you
start seeing how you can
personalise your service
towards them

8. Test, Test & Test Again
• Testing is the key to success
• Gathering data whilst testing is
vital
• Small incremental changes
can amount to huge benefits
• You don’t need to spend a
fortune on tools, services.
• Just spend time trying to
understand what your
audience needs and how to be
personalise that need to
increase conversion and
loyaltyImage found: h.p://verita‐group.com/

9. Tools
• Don’t fall into the trap of using
the best of breed
personalisation modules,
advanced search and paid for
analytics etc as a default
purchase
• Once you’ve gathered data
and tested your ideas and
understand your audience then
and only then is it time to act
as you will have understood
their needs.
• Then research the tools that
may help you achieve your
goals.
Image found: h.p://www.errotools.co.uk

10. Simple but Effective
Personalisation
• The following are a few examples of how you can move to
personalise your communication whilst maintaining and increasing
accuracy through data.
• These area relatively low cost and simple to implement

11. Email
• Obvious, but still not used as
much as it should.
Personalisation in subject line
and body of email will help
make create the sense of a
personal email
• Segment the database and
stop blanket emailing
• Keep trying to increase the
data you hold against the
subscriber, but asking further
questions to store against their
profile.
Image found: h.p://h.p://bizmology.hoovers.com/

12. Social
• A direct conversation is the
most personal service you can
offer
• Don’t just monitor brand terms
or reply to direct requests to
your brand/service
• Try to monitor, interact and join
conversations which are
related to your offer and not
only add value to the readers
but give you a chance to
convert to a sale
• Use polls, reviews to gain
users confidence whilst adding
a personal touch.

13. Measure
• Finally you must measure and
record your activity to see how
success is achieved and then
repeat.

14. NEXT STEPS…
Thank You!
• Any Questions or for further discussion:
– @georgeioannou
– Linkedin.com/in/georgeioannou
– @digitalandwise
– www.digitalandwise.com
– +44 161 946 3851