OHO Interactive

Presented by John Money, OHO Interactive

September 2013

How To Personalize Content To Drive Customer Action

What You’ll Learn

๏ Why providing a personalized user experience is important

๏ How you can inspire and empower users to take action through personalization

๏ Best practices for incorporating personalization into your marketing strategies

One Big Question To Consider

How Important Is Personalization?

of consumers feel more positive about a brand when marketing messages are personalized.*

**(Econsultancy and Adobe survey, 7/12)

61% 32%of digital marketers say their CMS enables personalization.**

*(Responsys survey, 7/13)

What Is Personalized Content?

It Depends On Who You Are Serving

End UsersChannel Partners

Consumers

And Who Your Viewer Is...

Anonymous

Customer

Identified

And What Channel You Are Using

๏ Website๏ Mobile apps ๏ Email๏ Social Media

And How Personalized You Want To Get

The depth and granularity of the

personalization you incorporate should be decided based on your level of effort weighed

against measurable rewards/results.

What is personalization?

of adults under 34 are willing to share their location to get more relevant content.*

62%

*(JiWire Insights Report, Q4 2011)

Regional segmentation

What are you looking for?

๏ Personalize page results using information provided in search

Crowd Sourced Personalization

of retailers plan to focus on web personalization engines in 2012.*

53%

*(National Retail Federation)

Recommendation Engine

Leveraging Personal Brand

A high-impact recommendation from a

trusted friend conveying a relevant message is up to

50 times more likely to trigger a purchase than a

low-impact recommendation.*

50x

*(McKinsey Quarterly)

Progressive Profiling๏ Collect user data

over time, multiple visits

๏ Lower barrier to entry๏ Perceived time,

effort

How Do You Track Users?

๏ Data facilitates personalization๏ Cookies

๏ Consent and privacy implications (EU)๏ Customer data warehouse

๏ Marketing automation๏ Marketo, Pareto, Eloqua, Hubspot

๏ Sales automation๏ Salesforce

How Do You Manage Personalized Content?

๏ Segmentation๏ Default pages ๏ Taxonomy๏ A/B testing

How Do You Measure It All?

๏ Benchmarks๏ Goals

๏ Time spent on site๏ Increased conversions

๏ Results and post-mortem

What Type of Engagement Are You Trying To Drive?

Increase Conversions

Romney example hereWhat is your KPM (key performance

metric)?

Increase Monetary Spend

๏ Customer lifetime value

๏ New versus repeat ๏ Cross-sell

Increase Social Sharing

๏ Low barrier to entry for account creation

๏ Social sign-in can boost social media participation

๏ Show which friends of the user are registered to increase use of the social sign-in

Inspire Advocacy

Inspire Advocacy

Driving Engagement With User Generated Content๏ Product Reviews๏ Blog Posts๏ Photo Sharing๏ Video Uploads

Driving Engagement With Social

๏ Find out where your audience is and engage with them there

๏ Create content that people want to share

๏ Build a conversation with people that engage with you

๏ Reward behaviors that you want to encourage

Driving Engagement With Gamification

๏ Over 350 companies have launched major gamification projects since 2010๏ Major League Baseball๏ Adobe๏ NBC๏ Ford๏ Southwest๏ Oracle๏ Cisco๏ Salesforce

What Are The Technical Challenges?

๏ Performance of traditional stack๏ Acquia

๏ Caching๏ CDN

Key Take Aways

๏ Align with business objectives๏ Segmentation๏ Progressive profiling๏ Consent๏ Forms of engagement๏ Measure and test

Questions?