1

Bob ColnerDirector of Analytics

Boomtrain

Martijn Scheijbeler

Lead Growth, SEO

The Next Web

Tom DavisCMO

Forbes Media

Predictive intelligence for marketers: The key to true 1:1 personalization at scale

October 27, 2015 // 10 am PST / 1 pm EST

Andrew JonesInsight Analyst

VentureBeat

#VBWebinars

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Webinar OptimizationPredictive intelligence for marketers: The key to true 1:1 personalization at scale

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Let’s make this social…Predictive intelligence for marketers: The key to true 1:1 personalization at scale

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Our Presenters

Bob ColnerDir. of Analytics

Boomtrain

Martijn ScheijbelerLead Growth, SEOThe Next Web

Tom DavisCMO

Forbes Media

Andrew JonesInsight AnalystVentureBeat

#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at scale

PERSONALIZATION: LET’S GET TO KNOW OUR CUSTOMERS

Setting the Stage

Andrew Jones

Chris

JaneArthur

Personalization is about scale#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

Jane? Chris…?

Marketing used to be about the message#VBWebinars

Modern (digital) marketing is different#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

Why personalization?#VBWebinars

How effective is personalization?#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

Gartner Hype Cycle

Where are we today?#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

The process of personalization#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

Business objectives for personalization#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

Where in marketing funnel is personalization used?#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

Identity funnel: anonymous to known#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

Channels where personalization is used#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

Identity-related data sources used#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

Topic 1 of 3:

Bob ColnerMartijn ScheijbelerTom Davis

Why must personalization be a priority? How are you personalizing your user’s experience now and in the future?

Transforming Media Business Model#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at scale

#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at scale

#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at scale

Enrich the User Experience through Personalization

Enrich the User Experience#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

1. Create an environment where the user feels more comfortable.

2. Related ads, in-house ads, related stories, device, traffic source.

3. Regions, across devices.

Acknowledge the diversity within your audience#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

Acknowledge the diversity within your audience#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

Martijn ScheijbelerTom Davis

How have you been using machine learning to better understand, communicate with, & retain your users? What does Predictive Intelligence/Predictive Marketing mean to you?

Topic 2 of 3:

#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at scale

Machine Learning = scalable, personal 1:1 experiences

#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at scale

What does Predictive Intelligence mean for you and your organization?

Topic 3 of 3:

Bob Colner Martijn Scheijbeler Tom Davis

What types of insights can machine learning surface for you faster and with greater accuracy than previously possible.

Better Understanding of Your Content#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

Machine Learning is able to understand meaning of your content.It’s like a team of editors that instantly read and tag your content in a completely consistent and actionable way.

Better Understanding of Your Content#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

The next step is look at how your individual pieces performed in the past to predict what content themes will deliver in the future.

Content Revelations – Consistency and Virality#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

Content Revelations –The Evergreen Factor#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

Deliver Compelling Recommendations from the Beginning#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

Tracking users behavior from the first touch point is key.The most valuable data is often from the user's first interaction with your Brand.

Don’t wait until registration to start to deliver individual contentIf you track anonymous users from the top of the funnel you can start delivering relevant content to them before they convert (or churn!).

A Big Thank You to Our Presenters

Bob ColnerDir. of Analytics

Boomtrain

Martijn ScheijbelerLead Growth, SEOThe Next Web

Tom DavisCMO

Forbes Media

Andrew JonesInsight AnalystVentureBeat

#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at scale

A Big Thank You to Our Sponsor#VBWebinarsPredictive intelligence for marketers: The key to true 1:1 personalization at

scale

If you’d like to start using the same platform that drives engagement for Forbes, TheNextWeb, and VentureBeat, please contact Boomtrain directly:

• Email: hello@boomtrain.com• Site: www.boomtrain.com

Boomtrain is the intelligence layer that predicts the optimal content for your emails, website, and mobile app. We help you better communicate with your customers by delivering 1:1 individualized user experiences that drive deeper engagement, greater retention, and increased lifetime value.