Ab Tasty Partner Summit

1. 2020 © AB Tasty
How to Create Meaningful Consumer
Experiences that Propel Growth
December 2020

2. 2020 © AB Tasty2020 © AB Tasty
● B.S., Marketing
● Certifications: Google, Optimizely,
Tealium, Demandbase, etc.
● Started ‘testing’ in 2011/2012
● Experience leading optimization for
variety of B2B & B2C brands:
○ Radisson Hotel Group, Logitech, Ring,
Zendesk, Doordash, Clorox, etc.
● Husband and father of 3 little girls

3. 2020 © AB Tasty
| Accelerating Growth & Digital
Transformation Through Experimentation
20,000+60+2010
CroMetrics.com

4. 2020 © AB Tasty

5. 2020 © AB Tasty
Let’s Talk Personalization
per·son·al·i·za·tion
noun: personalization; plural noun: personalizations; noun: personalisation; plural noun: personalisations
1. the action of designing or producing something to meet someone's individual requirements.
"the goal of search personalization is to help the searcher save time"
Interest over time continues to grow

6. 2020 © AB Tasty2020 © AB Tasty
Expectations for
Personalization
Are High

7. 2020 © AB Tasty2020 © AB Tasty
Consumers feel frustrated when a
shopping experience is impersonal.
Segment
A Personalized
User Experience
71%

8. 2020 © AB Tasty2020 © AB Tasty
Consumers are willing to share their
data to create a more a personalized
experience.
Accenture
A Personalized
User Experience
83%

9. 2020 © AB Tasty2020 © AB Tasty
Digital businesses are investing in
personalization.
Forrester
89%
End-to-End
Personalized
User Journey

10. 2020 © AB Tasty2020 © AB Tasty
End-to-End
Personalized
User Journey
Marketers report that
personalization can boost revenues.
Adweek
15%

11. 2020 © AB Tasty

12. 2020 © AB Tasty2020 © AB Tasty
Marketers are very or extremely
confident that they have a successful
strategy for personalization.
Evergage
Personalization
Isn’t Easy
14%
Only

13. 2020 © AB Tasty2020 © AB Tasty
Personalization
Isn’t Easy
Marketers cite data quality as a
leading technical challenge.
Forbes
48%

14. 2020 © AB Tasty
Just Getting Started = 1
Executing with Limited Success = 2
Personalizing Like a Boss = 3

15. 2020 © AB Tasty

16. 2020 © AB Tasty

17. 2020 © AB Tasty
#1
Not real data

18. 2020 © AB Tasty
#1
When Safe, Make
Assumptions to
Move Faster
Existing Customer
Personalization

19. 2020 © AB Tasty
#2
Why are they
waiting?

20. 2020 © AB Tasty
#2
If You Don’t
Have It, Build It.
You’ll Need It.
Data problems

21. 2020 © AB Tasty
#2
If You Don’t
Have It, Build It.
You’ll Need It.
Key user
behavior data

22. 2020 © AB Tasty
#2
If You Don’t
Have It, Build It.
You’ll Need It.
Customer type
Personalization

23. 2020 © AB Tasty
#3
Do you have
a CDP?

24. 2020 © AB Tasty
#3
Experiment With All
Existing Capabilities
& New Tools
ABM
Personalization

25. 2020 © AB Tasty
#4

26. 2020 © AB Tasty
#4
AB Tasty Optimizely Segment
Find Ways to
Start Forming
Audiences

27. 2020 © AB Tasty
#4
Find Ways to
Start Forming
Audiences

28. 2020 © AB Tasty
#5

29. 2020 © AB Tasty
#5
Prioritize
Targets By
Opportunity
Size
Biggest
opportunity

30. 2020 © AB Tasty
#5
Find High
Volume and/or
High Value
Locations
PPC
Personalization

31. 2020 © AB Tasty
#6

32. 2020 © AB Tasty
#6
Always Calculate
Your Estimated
Sample Size

33. 2020 © AB Tasty
#6
Ask Yourself:
Where Is It?
Who Is It For?
How Useful Is It?
Customer type and
behavior Personalization

34. 2020 © AB Tasty
#7
Lucid Chart
Do you have a
customer journey map?

35. 2020 © AB Tasty
#7
Hypothesize Ways
to Personalize
Touchpoints
Homepage
Landing pages
Navigation
Blog
Navigation
Category pages
PLPs
Landing pages
Search & SERP
Product listing
pages
Product pages
Landing pages
Cart
Cart
Checkout
Product pages
Product listing
pages
Order confirmation
Account
Sitewide
Blog
ELEMENTSLOCATION
STAGE

36. 2020 © AB Tasty
#7
Hypothesize Ways
to Personalize
Touchpoints
Homepage hero
Personalization

37. 2020 © AB Tasty
#8
Measure what
matters

38. 2020 © AB Tasty
#8
Don’t Assume.
Always Test
to Measure
Impact.
ABM Personalization

39. 2020 © AB Tasty

40. 2020 © AB Tasty
One-to-Moment Strategies
One-to-One Strategies
One-to-Few Strategies
One-to-Same Strategies
One-to-Many Strategies
One-to-All Strategies (Most Are Still Here)

41. 2020 © AB Tasty
1. When it comes to data. Make it, don’t fake it.
2. Invest in build a rock solid data foundation
3. Understand your tech stack, each tool’s capabilities and integrations
4. Outline key user data attributes and assess feasibility
5. Use data to identify your primary locations for targeting experiences
6. Evaluate the size of your audience segments
7. Map out what you could personalize in the customer journey
8. Bring an experimentation mindset to personalization

42. 2020 © AB Tasty

43. 2020 © AB Tasty
years years years
Grant.Tilus@crometrics.com
Connect with me on LinkedIn!
Visit www.CroMetrics.com
Submit your
questions!