A Product Executive's Perspective: Assembling a World-Class Personalization Team
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Transcript of A Product Executive's Perspective: Assembling a World-Class Personalization Team
Personalization Pioneers Summit 2017September 5th, Soho House Berlin
Personalization Pioneers Summit 2017
A Product Executive’s Perspective: Assembling a World-Class Personalization Team
Sascha Meissner, Head of Product
# 1
# 2
# 3
About Mister SpexEurope’s favorite way and place to buy eyewear
Who are we - Mister Spex at a glance
Largest European Online Optician
More than 2 Mio. customers
Multichannel approach
> 500 employees
Value PropositionLargest assortment in stock, best value for money, andbest customer experience
We operate in 10 countries
Why did we start looking for a CX platform?• Content injection for campaign and onsite support
à to better serve local needs in various countriesà ease to use, fast time to market, low DEV effort
• Segmentation and Personalization à to deliver the right content to the right audience
Convenience vs. Inspiration vs. Trust
• Product recommendations
Create relevance and resonance and give customers what they need
Getting started with DYPhase 1
Onboarding phase showed early success
Gender HP USP tiles Exit intent Product reco
Challenges after the initial 6 months
Trust Do we trust the numbers and the proposed uplift? Why is there a mismatch between DY data, onsite data and DWH data?
Tool What else can we do with the tool?Is this the right tool for us? Why do we have two testing tools in place?
Ownership What’s next? Who is allowed to do what?Can we run parallel experiments in marketing and product without any conflicts?…Knowhow | Organizational setup | Processes
We were not in the driver seat
Top 5 reason why personalization fails
Source: Chris Goward - Strategic Personalization @ Growth Summit 2017
Getting behind the wheelPhase 2
… by building cross-functional teams
Core team for DY
• Project ownership and responsibility for tool moved to product management
• Members of onsite and product as main departments using DY• Total 5 people (2 Marketing, 2 POs, project lead)
Knowledge base
• Business and technical training for larger group of people / various departments
Team Segmentation / Personalization
• Members of onsite, product, CRM, BI• Integrated in hypothesis board
Team Recommendations
• Members of onsite, product, category management/purchasing, CRM
UX
SEO
DEV
… by setting up guiding principles
DY is used for• Temporary content injection• Experiments (manual or automated AB testing)• User-segmented targeting and personalization
DY is not used• To fix bugs• as a second CMS
Principles for each application areaCapabilities
Concept & implementationReview
QA & ReleaseCommunication
DocumentationMonitoring
… by integrating in our ideation / testing process
Explore Generate ChallengePrioritize
Validate
• Data-driven approach
• gather insights from
existing data
• identify relevant
segments
• Generate ideas
• Formulate
hypothesis
• Hypothesis board (cross-functional)
• discuss / challenge
• prioritize hypothesis
• define validation
approach
• rigorously test to get evidence
à qualitative
à quantitative
Pushing the gas pedalPhase 3
Next steps for us
Internationalize use cases
Optimize and test more recommendation strategies
Gather insights from audiences
Input CRM data for better targeting
à type-based personalization, e.g. buying behavior (brand affinity)
Learn and adapt organizational setup and processes
Takeaways
3 success factors for strategic personalization
create an expert optimization team
establish a proven optimization process
gather meaningful customer insights
Source: Chris Goward - Strategic Personalization @ Growth Summit 2017
THANK [email protected]
@misterspex@MSXtech