PersonalisationHow to treat your online customers like real people

Irene Kalkanis, February 2014

We’ll find out

• Why personalisation is important

• How you’re already half way there

• The different types of personalisation

• How to monetise personalisation

The internet gives you a new opportunityto show a different store front to different customersbased on what you already know about them

Customers give you a lot of information about themselves

New visitors Existing customersDevice & browser type Existing customers give us extra:

Geographic location Buying history

What they were searching for Browsing history

How they were referred to your site Preferences and personal settings

In session browsing history Demographic information (gender, age, birthday)

Current clicking behaviour CRM information (e.g. what they bought in branch)

Context: time of day / seasonality / weather

Types of personalisation

Prescriptive Personalisation • Visitors are broken down into

predefined segments

• Different business rules are set up for each segment

• Visitors get a different experience depending on which segment they fall into

Source: http://creditsolutions.dnb.com

Adaptive Personalisation

• Visitor behaviour is constantly monitored

• Business rules are continually evolving based on behaviour

• Visitors get a different experience depending on their own personal behaviour

Types of personalisation

Targeted advertising

By knowing your customer you can sell to them more effectively

Use CRM data, previous purchases, and behavioural data to create segments

Increase conversions by advertising products targeted to those segments

Summary

1. Personalisation lets you treat your customer as an individual

2. Most companies already have much of the data they need to provide a personalised experience

3. Aside from giving your customer a better experience, personalisation allows you to target customers and increase conversions