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MASTERING THE ART OF ANONYMOUS PERSONALIZATION
Kevin Lindsay, Director of Product Marketing
Adobe Target
@kevlindsay
IP address
Country of origin
Time zone
Device type
Operating system
Browser type
Screen resolution
Customer/prospect
New/r...
COMING TOGETHER FOR REAL-TIME PERSONALIZATION
CONNECT THE DOTS PUT THE DATA TO WORKWATCH FOR SIGNALS
Sabrina Pasini
Senior Marketing Manager
American Express
David Bacon
Digital Marketing Strategist,
Internet Sales & Operat...
WATCH FOR SIGNALS
s5 verizon
•
•
•
•
WATCH FOR SIGNALS
CONNECT THE DOTS
CONNECT THE DOTS
LearnMore
•
•
•
•
PUT THE DATA TO WORK
Offer:Discounted smartphones
for value driven shoppers
Example:Shoppers who visit our
site from promo...
PUT THE DATA TO WORK
CURRENT STATE
TO30%
AWARDS
24%
CONNECT THE DOTS PUT THE DATA TO WORKWATCH FOR SIGNALS
The Personalization Spectrum
The Personalization Spectrum
The Personalization Spectrum
The Personalization Spectrum
The Personalization Spectrum
The Personalization Spectrum
The Personalization Spectrum
The Personalization Spectrum
The Personalization Spectrum
The Personalization Spectrum
The Personalization Spectrum
The Personalization Spectrum
The Personalization Spectrum
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The Personalization Spectrum

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Consumers expect a relevant, engaging experience. Delivering data-driven personalization from unknown visitor to known customer is the key. But how do you deliver data-driven, personalized experiences?

Adobe Director of Product Marketing Kevin Lindsay, explain how in this presentation from Adobe's New York Symposium, June 12, 2014.

Published in: Marketing, Business, Technology
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Transcript of "The Personalization Spectrum"

  1. 1. MASTERING THE ART OF ANONYMOUS PERSONALIZATION Kevin Lindsay, Director of Product Marketing Adobe Target @kevlindsay
  2. 2. IP address Country of origin Time zone Device type Operating system Browser type Screen resolution Customer/prospect New/return visitor Previous visit patterns Previous product interests – top level Previous product interests – low level Searches Previous online purchases Previous campaign exposure Previous campaign responses CRM Call center Store sales history 3rd-party data Time of day Day of week Recency Frequency Referring domain Campaign ID Affiliate PPC Natural search Direct/bookmark Social graph/ login
  3. 3. COMING TOGETHER FOR REAL-TIME PERSONALIZATION
  4. 4. CONNECT THE DOTS PUT THE DATA TO WORKWATCH FOR SIGNALS
  5. 5. Sabrina Pasini Senior Marketing Manager American Express David Bacon Digital Marketing Strategist, Internet Sales & Operations Verizon Wireless
  6. 6. WATCH FOR SIGNALS s5 verizon
  7. 7. • • • • WATCH FOR SIGNALS
  8. 8. CONNECT THE DOTS
  9. 9. CONNECT THE DOTS LearnMore • • • •
  10. 10. PUT THE DATA TO WORK Offer:Discounted smartphones for value driven shoppers Example:Shoppers who visit our site from promo code affiliates and are shown discounted devices will convert higher Visitors from discount affiliate sites Discounted smartphones Optimized landing pages $100 off select Smartphones! Just for being a RetailMeNot.com customer. Shop Now!
  11. 11. PUT THE DATA TO WORK
  12. 12. CURRENT STATE TO30%
  13. 13. AWARDS 24%
  14. 14. CONNECT THE DOTS PUT THE DATA TO WORKWATCH FOR SIGNALS
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