BUILDING CUSTOMER RELATIONSHIPS WITHOUT BEING A CREEPGilbane Digital Content Conference 2016

We deliver on the new promise of integration by uniting marketing cloud technology expertise with brand and demand generation to accelerate customer engagement and action.

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R2INTEGRATED CHRIS HAYESDirector, UX Strategychayes@r2integrated.com

twitter.com/chayes77

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R2integrated.com

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200+TEAM MEMBERS

SILICON VALLEY • NYC SEATTLE • BALTIMORE • ST.

LOUIS

MULTIPLE OFFICES,

ONE TEAM.ABOU

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WHY DO BRANDSSTRUGGLE WITHPERSONALIZTION?

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Bombarding users with the same thing, when they haven’t shown interest

SPAM

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Visitors often shift from one perceived segment to another.

• Many companies base personalization efforts off of historical data, such as transaction history, which certainly can be relevant. However, behavioral data that indicates what a visitor is interested now, or possibly in the future, is also valuable for personalization.

• Last month I was looking at valentine’s gifts, but I really don’t need to see them in April just because it was the last thing I purchased.

THEY DON’T ADAPT

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Lower the barrier for entry

The more form fields you make a visitor fill out to download your super-special white paper, the less likely they are to fill them out.

THEY COLLECT TOO MUCH INFO

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1. Invest in platforms that can integrate multiple sources of customer data

2. Give it a rest with the spam already, we get it, you’re eager to convert them

3. Allow their profile to change via behavior - Good customer data has a shelf-life

4. Lower the barrier of entry – collect data, but only when it’s necessary and truly useful

5. Consider letting them download, view or interact with content 2-3 times before you ask them for info. They’ve obviously shown interest and more willing to give it to you.

6. Use the data you already have (more on that in a minute)

KEY TAKEAWAYSDo these things

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Using data visitors don’t expect you to have

If you land on a site and notice that content being served up is related to things you were doing on other websites that would be unsettling at the very least and feel intrusive. You’d start to question “How’d they get that data? Why are they following me around?” You don’t expect that site to have that data or even worse, act on it.

WHEN YOU’RE THE CREEP

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If you don’t use the data you have, you will let your customers down.

THE FLIPSIDE

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To enable thoughtful personalization that isn’t creepy and drives users to action, brands need to look past basic customer personas and build more intuitive segmentation to deliver 1:1 personalized experiences

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HOW DO YOU OVERCOME THIS?

WHAT IS PERSONALIZATION? First, what it isn’t.

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CUSTOMIZATION - The visitor deliberately selects options designed to make the user experience more personal.

Source: nngroup.com

“Personalization: the automatic tailoring of sites and messages to the individuals viewing them so that we can feel that somewhere there’s a piece of software that loves us for who we are.”

WHAT IS PERSONALIZATION? W

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David Weinberger “The Cluetrain Manifesto” - 1999

“Anticipating the visitor’s needs and wants based on behavioral patterns and contextual information to create meaningful, relevant and helpful experiences.”

HOW WE DEFINE ITW

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Chris HayesGilbane Digital Content Conference - 2016

PERSONALIZATION TENANTSW

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TIMELY

BASED ON A BELIEF CONTEXTUAL

INTUITIVE

ADAPTABLE HELPFUL

TIED TO METRICS

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ES TYPES OF PERSONALIZATIONRULE-BASED JOURNEY BASED 1:1

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Should these users have the same experience on a sports apparel company website?

• I’m a new user• It’s winter• It’s sunny out and 78

• My coordinates show me to be in Key West

• I’m near a store

• I’m a new user• It’s winter• It’s snowing and 31

• My coordinates show me to be in St. Louis

• No stores near me

RULE-BASED EXAMPLE

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Use the data you have to personalize experiences with minimal work or intrusion

RULE-BASED EXAMPLE

USE TARGETING DATA

SEGMENT CUSTOMERS DELIVER EXPERIENCES

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Commerce examples are easy, let’s try something harder

1. Leslie is a CFO at a large manufacturing company and is considering replacing her company’s current accounting tools.

2. The company’s website she looks at shows that they make lots of software for several different industry verticals

3. Leslie has been predominantly viewing pages that have to do with accounting software and viewed a page specifically about solutions regarding manufacturing companies

4. She’s downloaded a case study that is about accounting tools and cost savings vs. a competitor’s tools

JOURNEY-BASED EXAMPLE

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When Leslie goes back to the company’s homepage, should she see the same generic page that everyone sees or should she see information targeted to accounting tools for the manufacturing space?

• Understand the user’s journey• Create taxonomy for tagging content• Tag pages, content, media, and components• Associate content to customer segmentation

• Weight content, if appropriate• Map personalized content to proper segments

JOURNEY-BASED EXAMPLEUnderstand and anticipate the user’s needs

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This one isn’t hypothetical

1. Karl and his colleagues at evergage weren’t happy with their web meeting software.

2. He went to another vendor’s site that he’d visited many times before.

3. This vendor had a real opportunity to pull him away from his existing vendor, but every time he went to their site he got the exact same experience that he has with his current vendor. The same experience, in fact, that everyone gets.

1:1 EXAMPLE

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What could they have done differently to win Karl’s business?

“They could engage me based on my high-level attributes. For instance, my IP address would show that I’m from a high-tech company in Boston, so they could offer me relevant case studies from other respected high-tech firms in Boston.

Or since they were actually in Boston exhibiting at a trade show the very day I was on their site, they could have invited me to come meet with them and engage in person.

Or they could have paid more attention to my affinities – such as the fact that I was reading articles about tech-focused businesses, and looking at web meeting software versus payment software or any of the other types of software they offer – and provided me more focused content based on those interests.”

1:1 EXAMPLE

- Karl Wirth via evergage

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PERSONALIZATION METHODOLOGYPERSONALIZATION METHODOLOGY1. CREATE A BELIEF STATEMENT2. DEFINE YOUR AUDIENCE3. UNDERSTAND THE USER JOURNEY4. MAP CONTENT5. DEFINE TARGETING6. DEFINE PERSONALIZED AREAS7. IMPLEMENT, TEST, ADAPT

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Science > Opinion

“We believe that by [action] to [who], we will [increase/decrease] [metric] by [anticipated lift] because [reason]”

BELIEF STATEMENT

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Science > Opinion

“We believe that by presenting favorite seasonal recipes to all visitors, we will increase social sharing of these recipes by 5% because searches for seasonal recipes spikes in accordance with major holidays”

BELIEF STATEMENT

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Personas are a great place to start but often too broad to create 1:1 personalized experiences. Combining personas with targeting data will help you fine tune exactly who experiences this information.

DEFINE YOUR AUDIENCE

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TARGETING DATA

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Types of targeting info available:

• Behavioral• Geographic• Technographic• Weather

• Channels• Network

UNDERSTAND TARGETING

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What users are doing or have done on your site

• Site visit frequency• Types of products or content viewed• New or returning customer• Purchase history & frequency

• Call-to-action usage• Search and filtering patterns

• Recent average order size• Previous campaign exposure• Previous campaign interactivity• Time on site

• Pages viewed

BEHAVIORAL

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Where they are

• GPS coordinates• Country• State• Zip

• IP• Time zone• Shipping zone• Tax-free state?

GEOGRAPHIC

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What they are using

• Device• OS• Browser• Referring domain

• Screen resolution

TECHNOGRAPHIC

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I think you understand this one

• Current temp• Type of weather outside

WEATHER

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Remember “data everywhere”? This is that stuff.

• Social data• Email list data• POS data• Mobile app data

• Internet of Things (IOT) data

CHANNELS

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All of that stuff that people are tracking that you didn’t know about

• Browsing info:• Sites visited• Referring site• Site visited after leaving

• Ad info:• Which you’ve seen• Which you’ve interacted with

• Cookie info• IP address• MAC address• Unique IDs

AD NETWORKS

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To determine where this personalized content should live.

• Where do users come from?• What do analytics tell us about usage patterns?• Where are my most common drops in the

conversion funnel?• What questions do they have at each step in the

journey?• What CONTENT do they expect at each step in the

journey?• Remember that journeys aren’t necessarily linear –

don’t assume they are starting from the home page. Organic search, paid search, social sharing, bookmarks, landing pages are a few entry points you need to consider.

UNDERSTAND THE USER JOURNEY

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Do you actually have the content users are expecting?

• Open that journey map and review the ”content users expect” section.

• Walk through the journey yourself online. • Review content with this lens:

• Is it in the right spot?• Is it appropriate (age, language, format, etc)?• Does it align to user’s needs?• Does it contain appropriate CTAs?

• Do we have the content we need for personalization?

• Identify gaps.

MAP CONTENT

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Where is this new content going to live?DEFINE PERSONALIZED AREAS

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Always Be Testing (ABT)

• Ensure key metrics are benchmarked• Consider A/B testing• Launch• Observe test results• If doing A/B testing, implement winning strategy• Adapt if necessary by identifying potential issues such as:

• Usability• Language• Placement• Color

IMPLEMENT, TEST AND ADAPT

THANK YOUCHRIS HAYES | 410.327.0007 | CHAYES@R2INTEGRATED.COM

Company and Contact Info

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ADDITIONAL INFO

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We deliver on the new promise of integration by uniting marketing cloud technology expertise with brand and demand generation to accelerate customer engagement and action.

WHA

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E DO

46

OUR

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K

47

MEE

T BR

AND,

DEM

AND,

AND

TEC

HNOL

OGY

200+TEAM MEMBERS

SILICON VALLEY • NYC SEATTLE • BALTIMORE • ST.

LOUIS

MULTIPLE OFFICES,

ONE TEAM.ABOU

T US