Agency	
  Oasis
Big	
  Data	
  magicians	
  by	
  day....
Audience	
  Poll
2
Why	
  use	
  Big	
  Data?
61%
Of	
  retailers	
  say	
  that	
  personaliza>on	
  is	
  
the	
  MOST	
  IMPORTANT	
  aspe...
Dissec>ng	
  Audiences
J
Iden>fy	
  the	
  Profiles
CRAZIES SMARTIES CASSONOVAS BRUTES SKEPTICS
DANCERS PARTIERS ITCHIES CREEPERS SCREAMERS
N
Make	
  Educated	
  Guesses
x x x x x x x x x x
x x x x x
x x x
x x x
x x x
x x x x
Brains
Water
Beer
Young	
  Adult
Injur...
J
Welcome	
  to	
  Your	
  Persona	
  Group
Trick Treat
NaughtyNice
Adult	
  costume
seeker
Planning	
  a
party	
  for
adult...
How	
  do	
  we	
  use	
  Big	
  Data?
Altering	
  the	
  user	
  experience	
  in	
  response	
  to	
  
predicted	
  or	
...
Welcome	
  to	
  Your	
  Persona	
  Group
Trick Treat
NaughtyNice
Adult	
  costume
seeker
Planning	
  a
party	
  for
adult...
N
Trick	
  or	
  Treat?
Trick Treat
NaughtyNice
Adult	
  costume
seeker
J
Trick	
  or	
  Treat?
Trick Treat
NaughtyNice
Planning	
  a
party	
  for
adults
N
N
N
N
Trick	
  or	
  Treat?
Trick Treat
NaughtyNice
Kids	
  costume
seeker
J
J
J
Trick	
  or	
  Treat?
Trick Treat
NaughtyNice
Planning	
  a
party	
  for	
  kids
N
N
N
Are	
  you	
  ready	
  to	
  use	
  Big	
  Data?
Data	
  reali7es
– Conduct	
  a	
  data	
  inventory
– Where	
  are	
  yo...
Are	
  you	
  ready	
  to	
  use	
  Big	
  Data?
PlaGorm	
  and	
  Hos7ng	
  reali7es	
  (IT)
– Is	
  your	
  site	
  dyna...
When	
  does	
  it	
  get	
  creepy?	
  
• Are	
  you	
  pregnant?
• Take	
  queues	
  from	
  real	
  life
J
Implementa>on	
  Op>ons
• Base	
  needs
• Intermediate	
  Approach	
  
• Advanced	
  Approach
N
Internal	
  Resources
• Skill	
  Set
• Time	
  dedica7on
J
What	
  do	
  we	
  do	
  when	
  we	
  are	
  wrong?	
  
N
Q&A
Thank	
  you
#MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis
#MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis
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#MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis

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-Jason Fields, Vice President, Agency Oasis
-Nick Laidlaw, Chief Technology Officer, Agency Oasis

We all know we should be creating personalized experiences, but knowing is very different than pulling the trigger and understanding how to actually do it. What data is most important? Which actions are best to personalize? Which behaviors do you measure? In this session, Agency Oasis will offer a presentation of what to consider when planning for personalization from a behavioral analysis perspective, and will describe how to use data for personalized experiences when faced with limited resources. After the presentation, the attendees will be invited to participate in an interactive planning session for a 'Client' where we can see how deeply personalization can contribute to conversion, brand advocacy and heightened User Experience.

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#MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis

  1. 1. Agency  Oasis Big  Data  magicians  by  day....
  2. 2. Audience  Poll 2
  3. 3. Why  use  Big  Data? 61% Of  retailers  say  that  personaliza>on  is   the  MOST  IMPORTANT  aspect  of  an   interac>ve  experience $77 BILLION Will  be  spent  on  interac7ve   marke7ng  by2016 J
  4. 4. Dissec>ng  Audiences J
  5. 5. Iden>fy  the  Profiles CRAZIES SMARTIES CASSONOVAS BRUTES SKEPTICS DANCERS PARTIERS ITCHIES CREEPERS SCREAMERS N
  6. 6. Make  Educated  Guesses x x x x x x x x x x x x x x x x x x x x x x x x x x x x Brains Water Beer Young  Adult Injured Loners N
  7. 7. J
  8. 8. Welcome  to  Your  Persona  Group Trick Treat NaughtyNice Adult  costume seeker Planning  a party  for adults Kids  costume seeker Planning  a party  for  kids J
  9. 9. How  do  we  use  Big  Data? Altering  the  user  experience  in  response  to   predicted  or  expressed  user  preferences: -­‐ Explicitly -­‐ Implicitly N
  10. 10. Welcome  to  Your  Persona  Group Trick Treat NaughtyNice Adult  costume seeker Planning  a party  for adults Kids  costume seeker Planning  a party  for  kids N
  11. 11. N
  12. 12. Trick  or  Treat? Trick Treat NaughtyNice Adult  costume seeker J
  13. 13. Trick  or  Treat? Trick Treat NaughtyNice Planning  a party  for adults N
  14. 14. N
  15. 15. N
  16. 16. N
  17. 17. Trick  or  Treat? Trick Treat NaughtyNice Kids  costume seeker J
  18. 18. J
  19. 19. J
  20. 20. Trick  or  Treat? Trick Treat NaughtyNice Planning  a party  for  kids N
  21. 21. N
  22. 22. N
  23. 23. Are  you  ready  to  use  Big  Data? Data  reali7es – Conduct  a  data  inventory – Where  are  you  geZng  your  data? – Does  your  data  analysis  match  your  audience   segments? – Can  you  match  your  data  against  your  content? – Set  up  content  “trigger  points” N
  24. 24. Are  you  ready  to  use  Big  Data? PlaGorm  and  Hos7ng  reali7es  (IT) – Is  your  site  dynamic  (Applica>on  code  driven)? – Is  your  site  content  database  driven? – Can  your  site  query  Big  Data? – Content  management  systems  have  evolved  to   include  decisioning  capabili>es N
  25. 25. When  does  it  get  creepy?   • Are  you  pregnant? • Take  queues  from  real  life J
  26. 26. Implementa>on  Op>ons • Base  needs • Intermediate  Approach   • Advanced  Approach N
  27. 27. Internal  Resources • Skill  Set • Time  dedica7on J
  28. 28. What  do  we  do  when  we  are  wrong?   N
  29. 29. Q&A Thank  you

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