Mais conteúdo relacionado
Semelhante a The Promise of Personalization: How to Create Meaningful Consumer Experiences that Propel Growth
Semelhante a The Promise of Personalization: How to Create Meaningful Consumer Experiences that Propel Growth (20)
The Promise of Personalization: How to Create Meaningful Consumer Experiences that Propel Growth
- 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
- 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%
- 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
- 18. 2020 © AB Tasty
#1
When Safe, Make
Assumptions to
Move Faster
Existing Customer
Personalization
- 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
- 24. 2020 © AB Tasty
#3
Experiment With All
Existing Capabilities
& New Tools
ABM
Personalization
- 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
- 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
- 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
- 38. 2020 © AB Tasty
#8
Don’t Assume.
Always Test
to Measure
Impact.
ABM Personalization
- 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
- 43. 2020 © AB Tasty
years years years
Grant.Tilus@crometrics.com
Connect with me on LinkedIn!
Visit www.CroMetrics.com
Submit your
questions!