Presented by Kathy Hecht, Chief Marketing Officer, American Greetings Interactive
Using intelligence, optimization, and cross-channel coordination drove effective program performance for American Greetings Interactive with personalized, relevant web content that allowed them to better engaged with their customers.
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How Social Listening can Inform Personalization Strategies
1. Personalization, Customization and
Segmentation
• On a Web site, personalization is the process of tailoring
pages to individual users' characteristics or preferences.
• Personalization implies that the changes are based on
implicit data, such as items purchased or pages viewed.
• The term customization is used instead when the site only
uses explicit data such as ratings or preferences
• Segmentation is splitting customers into distinct groups
2. Alterian’s Engaging Times Summit 2010
Social Listening and Personalization Strategies
Kathy Hecht
CMO, AG Interactive
10. Corresponding Offers by Segment
Superficial
Push more
connections with
existing network
Short
Encourage importing
names from other address
books
Middle
Cross-sell other products
14. Personalization Phase 2
Deliver a different experience based on who they are and what they do.
Created a 67% lift in revenue per visitor for the targeted population!
15. More Places to Personalize
Regular Experience: subscribe to send premium cards
Low propensity Experience: download free toolbar to send premium cards
16. Personalization Stage 3
Social
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From Alterian’s Engaging Times Summit
20. Alterian SM2 Reports…DAILY VOLUME
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21. Alterian SM2 Reports…TWITTER
POPULARITY
Someone with a 10 star ranking has 5000+ followers!
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28. Stages of Personalization
• Based on what customers BUY
• Based on what customers DO
• Based on what customers SAY
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From Alterian’s Engaging Times Summit