The personalisation minefield no results

MINING FOR PERSONALISATION

DEFINING THE F1RST JOURNEY

ATTRIBUTELY

STEP #1

STEP #2

STEP #3

STEP #4

STEP #5

SET A GOAL FROM THE OUTSET

STEP #1

STEP #2

STEP #3

STEP #4

STEP #5

DATA DEFINES THE SIZE OF PRIZE

STEP #1

STEP #2

STEP #3

STEP #4

STEP #5

FEEDBACK DETERMINES THE NEEDS

STEP #1

STEP #2

STEP #3

STEP #4

STEP #5

LITTLE AND OFTEN

STEP #1

STEP #2

STEP #3

STEP #4

STEP #5

CONTENT DELIVERS ENGAGEMENT

PERSONALISATION PRINCIPALS

ATTRIBUTELY

KEY PRINCIPAL - DON’T DO STUPID THINGS

ATTRIBUTELY

DON'T OFFER ME PRODUCTS

I ALREADY HAVE

DON'T OFFER ME PRODUCTS I WOULDN'T

QUALIFY FOR

DON'T PRESENT ME WITH

OFFERS I HAVE ACCEPTED OR

REJECTED BEFORE

1

DON'T PRESENT ME WITH

PRODUCTS WHICH ARE

IRRELEVANT OR MAKE ME WORK

HARD

II III IV

MARKETING COMMUNICATIONS WEBSITE/APP AND EMAIL

INTEGRATED CROSS

CHANNEL

DEFINING THE OBJECTIVE

ATTRIBUTELY

Visitor engagement change over time

Visitor revenue

Change in customer satisfaction

Increase in customer leads /data capture

QUANTIFYING THE PRIZE

ATTRIBUTELY

Identify the type of visitor

Select the most visited pages

Review the next part of the journey

Identify the content to be changed

REFINE THE FEEDBACK

ATTRIBUTELY

Confirm where

on the siteFilter the content

1 - Directly impacts our goal

3 - Cosmetic,

doesn’t directly effect our

goal

2 - Contributes to our goal

Homepage

Product page

Add to cart process

About us

Blog

Directly impacts our

goal

DEFINING THE FIRST JOURNEY

ATTRIBUTELY

Impact on goal (4)

Cost (2)Deployment time (1)

Volume (3)

JOURNEY #1 3 (12) 1 (2) 1 (1) 3 (9)

JOURNEY #2 2 (8) 3 (6) 3 (3) 2 (6) 23

24

MEASURING THE EFFECT

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Primary Metric

Secondary Metric

Tertiary Metric

Overall NPS score and trend

Call to actions and named leads

Visitor engagement and returning visitors

NOTE: An illustrative example

Personalised

Non- Personalised

VS.

=

=

=

Comparing

INDUSTRY EXAMPLES

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EXAMPLE #1 - BEFORE

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EXAMPLE #1 - AFTER

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