Planning for Personalisation: Partnering Planning with Tech to push the personalisation agenda

Planning for PersonalisationPartnering Planning with Tech to push the personalisation agenda

@Becquers

Paul Becque (Tangible)

#signalnoise #personalisation

Be ready to share…

CELLO SIGNAL

# Which of your clients are really pushing personalisation of comms?

# What opportunities are there to help clients that are lagging?

# What are the barriers you face?

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SO WHAT DO WE MEAN BY PERSONALISATION?

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It’s not a new concept….

...it’s as old as shop-keepers.

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A dynamic adapting conversation based on knowledge about the individual

and driven by data

The quest for

Relevance

ContextualReacting in real-time to behaviors, time of day, current location and conditions can be highly relevant and very persuasive.

• During the so-called Snowmageddon of 2015, Nick Jr. created an email campaign to help parents with children at home during a ‘snow day’

• Content adapted in real-time according to the local forecast

• People affected by snow received a ‘Snow Day’ email

Results:

A 75% higher click-through than the control.

CONTEXTUAL PERSONALISATION

• One of many contextual Finish Line email campaigns

• It used geo-targeting to display the

basketball kit of the college team closest to the location of each recipient upon open.

Results

+300% click-through rates+100% open rates+50% email revenue


• AutoTrader created contextual driving tips that adjusted to live weather conditions.

Results

+93% click-through rate


By using weather-targeted,responsive emails,Allen Edmonds saw morethan a 300% increase inclick-throughs.


PersonalPresenting personal, interesting and useful informationto a customer is very compelling.

{Personalised in-email infographicsEven simple information like electricity usage cleverly presented can add service and value.

PERSONALISATION USING PERSONAL DATA

To the owner of this household the detail about their fuel consumption with this film and how that compares in their neighbourhood is enlightening and engaging.


Suggested tile ads will be presented to Firefox users, based on their browser history


Interactive infographics like this are a great way to either present personal information or even collect data to then use in future comms.


Giving customers live information makes this communication informative. And, creates a sense of ‘personal service’.


The simple addition of a map showing customers where they can redeem reward points - the next best thing to having a personal guide.

The emails with maps increased click-through rates by 66.67% over the emails without maps.

31% of all clicks going to the map.


This film shows how elegantly simple personalisation can be used in a personalised video. These films can be produced and served up almost instantly. almost instantly.


AmbientPersonalisation can be all around.Sometimes it’s not even noticed.

This Digital poster can only be seen by children.

AMBIENT PERSONALISATION

Using facial recognitionwe now have the capability of showing ads based on sex and age.


Virgin are using Google glass with face recognition to greet at help their first and business class customers.


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WHAT IS COMMON IN ALL THESE EXAMPLES…?

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PERSONAL RELEVANCE

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55%

…of UK consumers would be more likely to buy from retailers

if they were services with targeted, relevant offers

[Source: Infosys 2015, sample 1000 UK consumers]

78%…of consumers want personalised experiences through all engagement

channels, perfectly tailored to their personal

needs

[Source: Accenture research, 2015]

CONSUMER ARE COMING WITH US

14%

…are interested in on screen offers in fitting rooms.22%

…of us would use cameras in fitting rooms to share with friends via apps or social media

[Source: Accenture’s Technology Lab]

40% …of us want to check if products are available in-store via an app.

CONSUMER ARE COMING WITH US, BUT CAUTIOUSLY

“Technology has progressed far faster than business and marketing’s ability to re-define itself around

personalised delivery. Hence we find today a situation where personalisation, at scale, is for the first time

theoretically possible but few have mastered it”

Giles Pavey – Chief Data Scientist, Dunnhumby

DIGITAL DARWINISM

“It seems as if personalisation is about to cross a marketing Rubicon into territory where progress is not

answering consumer demand but is progress for progress sake. Maybe it’s time to let the consumer

catch-up”

Nigel Collett – Chief Executive of RPA group

So, tech is leading the way.

But it can’t just be about the tech!

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Tech advancement

Most Brands

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Tech advancement

Most Brands

Consumers

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SO WHY ISN’T EVERY BRAND DOING IT ALREADY…?

…of marketers report that personalisation increases customer engagement and improved conversions.

[Source: eConsultancy]

74%

84%…of digital marketers report that personalisation has directly impacted customer retention and loyalty.

[Source: ExactTarget & Forrester]

MARKETERS BELIEVE

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WHAT ARE THE BARRIERS TO ADOPTION?

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COMPANY CULTURE NOT KEEPING UP

1

COMPANY CULTURE IS A BIG BARRIER TO DIGITAL TRANSFORMATION

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LACK OF PROOF OF INCREASED ROI

2

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CONFUSION OVER OWNERSHIP OF COMPLETE CUSTOMER EXPERIENCE

3

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LACK OF CLIENT-SIDE RESOURCE AND PERSONALISATION SKILL-SET

4

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PLANNING CAN HELP

We can help clients get the value from personalisation capabilities…

…and help sell in tech capability when it comes WITH the planning support to use it.

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1. Customer mapping & understanding

HOW PLANNING CAN DRIVE THE PERSONALISATION AGENDA

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2. The value of personalisation


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3. The data and the triggers to drive personalisation


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4. Strategies to acquire the right data, in volume


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5. Detailed planning of cross-channel content


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5. Detailed planning of cross-channel content

6. Optimisation of personalisation ROI


Personalisation is human.

[Brian Kramer]

Leading the way in personalised

(human) marketing

The drinks giant is positioning its

marketing strategy around three (new) Ps:

personalisedpredictive partnerships

Time to share….

# Which of your clients are really pushing personalisation of comms?

# What opportunities are there to help clients that are lagging?

# What are the barriers you face?

Thank you

@Becquers

Paul Becque (Tangible)

#signalnoise #personalisation

Marketing

Planning for Personalisation: Partnering Planning with Tech to push the personalisation agenda