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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
ATTRIBUTELY
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
ATTRIBUTELY
EXAMPLE #1 - BEFORE
ATTRIBUTELY
EXAMPLE #1 - AFTER
ATTRIBUTELY
