Nick Fleetwood, Head of Financial Services, Oracle’s Maxymiser - Optimization: Taking the...
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Transcript of Nick Fleetwood, Head of Financial Services, Oracle’s Maxymiser - Optimization: Taking the...
Oracle Confidential – Internal/Restricted/Highly RestrictedCopyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Optimisation: Taking the Personalisation Journey from the Landing Page to the Funnel
Nick FleetwoodHead of Financial Services EMEAOracle, EMEA Client ServicesNovember 24, 2015
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 3
Oracle’s Maxymiser Achieves Highest Scores for both Current Offering and Strategy
“To support continuous optimization, online testing practices need to scale across the enterprise, supporting use cases and processes that coordinate multiple stakeholders, multiple types of digital touchpoints, complex testing, and high test volumes.”
The Forrester Wave ™: Online Testing Platforms, Q3 2015
The Forrester Wave™ is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave™ are trademarks of Forrester Research, Inc. The Forrester Wave™ is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. SOURCE: The Forrester Wave™: Online Testing Platforms, Q3 2015
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 4
Agenda
Building the data map
Searching for significance
Taking action
A winning personalized strategy
Q&A
1
2
3
4
5
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 5
Agenda
Building the data map
Searching for significance
Taking action
A winning personalized strategy
Q&A
1
2
3
4
5
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
DEVICE
LOCATIONTIME OF VISIT
NEW OR RETURNING
WHAT THEY DID LAST VISITPRODUCTS THEY VIEWED
DID THEY START AN APP AND NOT COMPLETE?
CAR TYPE
CAR USAGE
CURRENT INSURER
MARITAL STATUS
AGE
CAR MILEAGE PER YEAR
MARKETING CHANNEL CAMPAIGN CONTENTPRODUCT MATCH
OTHER INTERESTS KEY DEMOGRAPHICS
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 7
DemographicsStatusCampaignsTraffic SourcePreferences
Just Maxymiser Geo Location
Referral Source
New V. Returning
Type of Insurance
+
Logged In / out
HomepagePage 3 Confirmation Page
Quote Pg 1 Quote Confirm Payment Confirm
Payment Method
Just DMP
Maxymiser AndDMP
Geo LocationReferral Source
New V. Returning
+
HomepagePage 3 Confirmation Page
Quote Pg 1 Quote Confirm Payment Confirm
EducationMarital StatusHousingAgeCredit Score
Type of Insurance
Logged In / out Payment
Method
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
UsingMaxymiser + Email Provider
A B C
Just Email Provider
A B C
+
Homepage Page 3 Confirmation PageQuote Pg 1 Quote Confirm
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Case study: first directHypothesesDoes showing customers from email a hero banner image that matches the most relevant product which has been identified using CRM data increase likelihood to start an application?
FindingsServing targeted content based on off-line data was hugely impactful at driving customers to start an application.
This effect was especially pronounced in the Savings product set, but all products showed a significant increase against a randomly shown product image.
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 10
Agenda
Building the data map
Searching for significance
Taking action
A winning personalized strategy
Q&A
1
2
3
4
5
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Searching for Significance
Identifies how visitor segments are doing on your page(s)
Tells you where to focus
Drill down for more segment attributes
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 12
Agenda
Building the data map
Searching for significance
Building relevancy and taking action
A winning personalized strategy
Q&A
1
2
3
4
5
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 13
Delivering Relevancy for every interaction
The Known Audience
Contextual Intelligent Decision linked to Known
Segmentation
The Anonymous Audience
Identifying Significant Segmentation Behaviour to Predict Experience and
Content
Continual Experience Optimisation
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 14
Agenda
Building the data map
Searching for significance
Taking action
A winning personalized strategy
Q&A
1
2
3
4
5
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 15
A winning strategy
DISCOVERY
• Analytics• Criteria
Definition• Single View
EVALUATION
• Testing Program
• Data Analysis
ANALYSIS
• Algorithmic• Campaign
Level Analysis
PROFILING
• Context• Theorising
Hypothesis
TESTING
• Targeted• Hypothesis
matching
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 16
Agenda
Building the data map
Searching for significance
Taking action
A winning personalized strategy
Q&A
1
2
3
4
5