Make it personal, each user is uniqueMarch 2014 :: Rob Jackson

We are facing an industry challenge

Profile Behaviour

Channel

¡Hola!

Meet Pedro

Life Time Value €550 Lives in Chueca Earns > €35,000

3 visits this week Uses iPad to browse Purchase on desktop

Responds to display Affiliate offers

Doesn’t click email

Estoy aquí

The opportunity

“Companies personalising web experiences are seeing, on average a 19% uplift in sales”

eConsultancy Report 2013

Where most companies are today

What we are doing

Universal Analytics

An ideal solution?

Loyalty is important

“5% increase in customer retention can generate a 75% increase in profitability”

Bain Consulting

Anonymous users are shouting

Added to Basket

Pages Browsed

Banners Clicked

Affiliate Offer Referrals

KW Clusters

Internal Search

Product interest

Category ViewsRecency / Frequency

Email ClicksQuiero

What to do with that data?

Internal Search

Product Holding

Banners Clicked

KW Clusters

Pages Browsed

Which model should we use?

Linear Regression

Neural Network

Logistic Regression

Decision Tree

SKY customer decision trees

Prospect

Existing Customer

Keyword

Pages“Premier league tv”

SKY TV Sky HD Box

CampaignBroadband | Telephony

Get TV!

Entertainment Extra

Product Holding

How do we get the data?

Google Analytics

BigQuery Export

Data Processing

Model development

Summary

Customer centric metrics, think customer first

Break down data silos where possible

A user identification strategy is essential

Work towards a consolidated environment for your data

Personalise content on the data you have

Thanks!