Making Personalization Real Webinar
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Transcript of Making Personalization Real Webinar
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Making Personalization Real:Delivering the Right Message to the Right Audience
February 15, 2012
PRESENTED BY
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Introductions
Beau BrewerVice President of Business Development, Siteworx
Beau Brewer is the VP of Business Development Siteworx, where he oversees strategic alliances and partners with the Siteworx Sales, Marketing and Client Management teams to build scalable, repeatable business development processes. This wide-ranging area of responsibility gives Beau insight into trends, shifts, and points of difference across many complementary software categories, including WCM, enterprise search, online analytics, eCommerce, and social media. By working with established software companies as well as tracking cutting-edge new innovators, Beau enables Siteworx’ delivery teams and clients with relevant and timeline insight to make the best forward-looking technology decisions.
Patricia MejiaVice President of Marketing, Siteworx
Patricia Mejia has more than 15 years of experience helping public, private and not-for-profit organizations improve the quality, consistency and clarity of their marketing and communications. Patricia is passionate about all topics related to interactive marketing (social media, search engine optimization, mobile, etc.), as well as the more technical components of marketing and sales, such as marketing automation and CRM. At Siteworx, Patricia is responsible for marketing, public relations, and analyst relations.
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Personalization Defined
How Consumers and Marketers View Personalization
Achieving ROI from Personalization Investments
5 Types of Personalization with Case Examples
Personalization Product Demonstration
Tips for Success
Questions
Agenda
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Siteworx Overview
Award-Winning Interactive Agency
Specialize in WCM/CMS, Search, and Analytics
Expertise in Leading Analytics and Customer Experience Management Solutions
Strong Qualifying Track Record for Financial, Media and Nonprofit
Reston, VA703.964.1700
Atlanta, GA404.736.6980
New York, NY917.477.7346
Rochester, NY585.487.8291
Raleigh, NC919.371.2420
Chicago, IL312.981.0405
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What is Personalization?
Creating experiences on websites or through
interactive media that are unique to individuals or
segments of consumers. – Forrester Research
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Consumer Perception of Personalization
Off-Site Browsing
Multichannel Interactions
On-Site Browsing
Past Purchasing
Loyalty Program Data
31.0%
42.0%
50.0%
50.0%
66.0%
Positive Responses to Personalization by Data Source
Source: eMarketer, June 2011
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Focus of Online Marketing Budget in 2011
No budgetPodcasts/webcasts
Rich mediaBehavioral advertising
Banner adsMobile
Online videoWebsite personalization
Social MediaConverting traffic
Website creation/optimizationSearch/keywords
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Source: Maxymiser Survey, Sept 2010
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Focus of Online Marketing Budget in 2011
No budgetPodcasts/webcasts
Rich mediaBehavioral advertising
Banner adsMobile
Online videoWebsite personalization
Social MediaConverting traffic
Website creation/optimizationSearch/keywords
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Source: Maxymiser Survey, Sept 2010
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Focus of Online Marketing Budget in 2011
No budgetPodcasts/webcasts
Rich mediaBehavioral advertising
Banner adsMobile
Online videoWebsite personalization
Social MediaConverting traffic
Website creation/optimizationSearch/keywords
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Source: Maxymiser Survey, Sept 2010
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Achieving ROI with Personalization
Attracting Visitors: Paid Search, SEO, Social Media
Retaining Visitors: Personalization of Initial Experience
Converting Visitors:
Optimization
Engaging Visitors: Personalization of Ongoing
Experience
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Achieving ROI with Personalization
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Achieving ROI with Personalization
Converting Visitors: Optimization
Percentage of Respondents
Highly effective and measurable ROIBetter response rate than mass-marketWould be better with more relevant dataResponse has been marginal
Source: EPiServer “2011 Personalization Survey” May 2011
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Types of Personalization
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Case Example
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Types of Personalization
Browser
Geography
Demographic
Profile
Behavioral
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Types of Personalization
Browser
Geography
Demographic
Profile
Behavioral
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Types of Personalization
Browser
Geography
Demographic
Profile
Behavioral
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Types of Personalization
Browser
Geography
Demographic
Profile
Behavioral
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Types of Personalization
Browser
Geography
Demographic
Profile
Behavioral
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Why it Works?
Living Social and the Rule of Reciprocation
“… one of the most potent of weapons of influence around us—the rule of reciprocation.
The rule says that we should try to repay, in kind, what another person has provided for us.”
- Robert B. Cialdini, Ph.D., “Influence: The Psychology of Persuasion”
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Case Example
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• Inexperience with personalization
• Uncertain ROI
• Security and privacy concerns
• Internal barriers to communication
• Unclear ownership
• Lack of internal support
• Unfamiliar with current technology
Obstacles to Personalization
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• During the presentation, we showed a live scenario of Adobe at this time.
Adobe Demo
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• Deploy quickly and improve over time
• Leverage search behavior as key input
• Respond to small behaviors as well as big signs
• Allow technology to do most of the work
• Incorporate across channels
Tips for Success
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Making Personalization Real
Thank You!
Beau [email protected]
Siteworx Inc. [email protected]: @Siteworx703-964-1700
For more on this topic, visit us at www.Siteworx.com.
1. Identify actionable segments
2. Discriminate between segments using available information
3. Create customized experiences for each segment
Patricia [email protected]