Personalisation for the 21st century marketer

Ian McCaig@QubitGroup

Monday, 17 June 13

Understandvisitors

Break down IT barriers

Personalise websites

What we do

@QubitGroupMonday, 17 June 13

Digital marketing: Ad tech made optimisation pretty easy

3

Digital marketing AD tech +ROI

Search

Display

Email

Social

Monday, 17 June 13

Conversions have now got a whole lot more important

4

CPC Growth

+288%2005-2010

Monday, 17 June 13

Driving conversions isn’t always easy

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Impossible to beat amazon

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CoachReturning customerFirst timer

Three types of boxer

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First timer: browsing aimlessly, nothing in basket

Best sellers

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Returning customer: specific search or logged in

welcome backYour recommendations

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Coach: multiples of same item in basket

Punch bag details:----

Item added:You’re £34 away

from 15% discount

Monday, 17 June 13

52% agree that ‘the ability to personalise web content is fundamental to their online strategy’Source: Econsultancy 2013

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72% agree they ‘understand importance of personalisation, but don’t know how to do it’Source: Econsultancy 2013

@QubitGroupMonday, 17 June 13

Key products

Best seller

Specialoffer

What is personalisation?

Latest stock

Impulse products

Monday, 17 June 13

Website personalisation is...

Messaging Offers Announcements

Theme and layout Recommendations Widgets

@QubitGroupMonday, 17 June 13

For all the different types of people who visit your site

Basket casesPeople who put things

in their basket and don’t buy

Lost soulsOn site search users who never find what they're looking for

First timersNew users in

need of brand reassurance before

they engage

Careful spendersPeople who leave long gaps between making

purchases

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Optimising all your different technologies as well

Recommendations

Live helpMerchandising

Reviews Retargeting

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Modern businesses should be able to enjoy 10% conversion rates

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Which businesses are thinking like this?

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Data drivenCreating new a heart around digital

Facebook/Google/Apple generation

Forward thinking consumer-focused businesses

Monday, 17 June 13

Data drivenCreating new a heart around digital

Facebook/Google/Apple generation

Forward thinking consumer-focused businesses

Monday, 17 June 13

Data drivenCreating new a heart around digital

Facebook/Google/Apple generation

Forward thinking consumer-focused businesses

Monday, 17 June 13

Delivering personalisationin six steps

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1. Choosing the right mix of technologies

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Content Management Systems haven’t adapted enough

Analytics; but this didn't move beyond a reporting function in a company- Web analytics- Site diagnostics

TMS; to help marketers deploy 3rd party technology and manage their data - Tag management- Data management

Optimisation; focused on site optimisation but drove limited ROI- Testing- Targeting

CMS

@QubitGroupMonday, 17 June 13

The technologies needed for personalisation

Data structuring and collection

Insight and analytics

Widgetsand apps

Messaging,personalisation

platformTesting

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Penetration of Analytics

99%

AnalyticsDoes not use analytics

Analytics

WithoutWith

@QubitGroup

Qubit research on technology adoption in travel and retail

Monday, 17 June 13

Penetration of Analytics

99%

AnalyticsDoes not use analytics

Penetration of testing and targeting

66%

34%

T&T technologyNo T&T technology

Analytics Testing & Targeting

WithoutWith

@QubitGroup

Qubit research on technology adoption in travel in retail

Monday, 17 June 13

Qubit research on technology adoption in travel in retail

Penetration of Analytics

99%

AnalyticsDoes not use analytics

Penetration of testing and targeting

66%

34%

T&T technologyNo T&T technology

Penetration of TMS

78%

22%

TMSNo TMS

Analytics Testing & Targeting Tag Management

WithoutWith

@QubitGroupMonday, 17 June 13

2. Getting the right skills in house

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Businesses used to have a head of electricity...

Monday, 17 June 13

Building an organisation for the future

Development

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DevelopmentDigital

Marketing

Building an organisation for the future

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Development

Acquisition

Merchandising

Retention

Building an organisation for the future

@QubitGroupMonday, 17 June 13

Development

Acquisition

Merchandising

Retention

Analyst / Data Scientist

Agency

Building an organisation for the future

@QubitGroupMonday, 17 June 13

It can help your business work more efficiently

Development

Analyst / Data Scientist

Agency

Merchandising

Optimisation

Retention

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the shortage in data scientists by 2017

190K

New skills are in demand

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CMOs need to become CMIOs!

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Future CMO

Uses tech as a must have tool

Present CMO CIO

Monday, 17 June 13

3. Collecting the right data

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Visitor behaviour has changed; traditional tools don’t work

Then: The purchase funnel

Now: The custumer decision journey

Awareness

Familiarity

Consideration

Purchase

Loyalty

Evaluate

Commit

Experience

Consider Buy

Interest trigger

Decision trigger

@QubitGroupMonday, 17 June 13

More advanced models are now required

Quantitative dataUniversal Variable structures all the data from each page

Your products are hard to

find

< navigation >

< description >

< price >

< image > < colour >

Qualitative dataVisitor Opinion gathers useful

insight as people leave the page

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Universal Variable: data collection for the 21st century marketer

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4. Finding insights you can act on

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Visitors arriving at lunchtime are 33% more likely to purchase than at other times of the day

Time of day

@QubitGroup

Qubit research, 2013

Monday, 17 June 13

Geo insights

The average US customer coming to a UK website is worth over three times as much as a UK customer to your business

@QubitGroup

Qubit research, 2013

Monday, 17 June 13

Chrome users are the most price sensitive - they’re 7% more likely to complain about price!

Browser

@QubitGroup

Qubit research, 2013

Monday, 17 June 13

Browser insights

Internet Explorer users are much more likely to convert than other browser users

Qubit research, 2013

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5. Deliveringpersonalisations

@QubitGroupMonday, 17 June 13

A new means of delivery, led by the marketer

A presentation layerDiscovering insights, delivering content, offers and widgets to your site; through your browser

CMS / eCommerce platform

A data layerTag Management deploys your technologies and aligns your data

Website

@QubitGroupMonday, 17 June 13

The ability to target on precise variables

Amount in basket Search query Referrer

Shopping behaviour

Product criteriaBrowser or device

Geo location Stock availability Any JS variable

e.g. people who put more than £75 stock in their basket and look like they’re about to leave the page

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Act quickly

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51

Monday, 17 June 13

6. Measure performance

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Site optimisation vs Merchandising

50% 50%

95%

5%

@QubitGroup

AB Testing Campaign delivery

• Optimisation led• Find best variation for

specific customer segment• Test and push winning

variation live• E.g. testing new landing pages

• Campaign led• Serve to all relevant customers. • Run 5% global control to learn

about impact of campaign• E.g. 75% off end of season

stock announcement

Monday, 17 June 13

A need for constant measurement

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7% conversion uplift For Crew Clothing

55

New visitors encountering the brand for the first time.

Three layers designed to increase brand engagement; email sign-up, free delivery and customer service promise.

Monday, 17 June 13

Worked example

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biceps

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bicepsBehavioural data

InsightContent

ExecutionPerformance

Simple workflow

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French Connection

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Behavioural data

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InsightPaid and natural search had low conversions and complained about price

@QubitGroupMonday, 17 June 13

ContentAn on-page message layer

A simple message encouraging this segment to buy and experiment with FCUK products.

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ExecutionThe message was served to all visitors on paid and natural search

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Performance

7.3% conversion uplift

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Simple workflow

Behavioural data Insight Content Execution Performance

Simple workflow

two weeks@QubitGroup

Monday, 17 June 13

Closing thought

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Utility web

Forward thinking consumer-focused businesses

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App storesUtility web

Forward thinking consumer-focused businesses

@QubitGroupMonday, 17 June 13

Experience webApp storesUtility web

Forward thinking consumer-focused businesses

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Some Qubit research you might enjoy

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Monday, 17 June 13

Thanks

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Monday, 17 June 13