Your SlideShare is downloading. ×
0
Personalisation
How 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 personalisa...
The internet gives you a new
opportunity
to show a different store front to different customers
based on what you already ...
Customers give you a lot of information
about themselves
New visitors Existing customers
Device & browser type Existing cu...
Types of personalisation
Prescriptive Personalisation
• Visitors are broken down into
predefined segments
• Different busi...
Adaptive Personalisation
• Visitor behaviour is constantly
monitored
• Business rules are continually
evolving based on be...
Targeted advertising
By knowing your customer you can
sell to them more effectively
Use CRM data, previous
purchases, and ...
Summary
1. Personalisation lets you treat your customer as an individual
2. Most companies already have much of the data t...
Upcoming SlideShare
Loading in...5
×

Personalisation - Irene Kalkanis

195

Published on

This presentation was given by Irene Kalkanis at Mezzo Labs' "Getting Ahead in Web Analytics" event in February 2014. It covers the tools and techniques that use web analytics data to personalise the online customer experience.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
195
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • This can be explicit – meaning the user must use a profileOr it can be implicit – meaning the segment is applied based on their behaviour
  • Transcript of "Personalisation - Irene Kalkanis"

    1. 1. Personalisation How to treat your online customers like real people Irene Kalkanis, February 2014
    2. 2. We’ll find out • Why personalisation is important • How you’re already half way there • The different types of personalisation • How to monetise personalisation
    3. 3. The internet gives you a new opportunity to show a different store front to different customers based on what you already know about them
    4. 4. Customers give you a lot of information about themselves New visitors Existing customers Device & 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
    5. 5. 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
    6. 6. 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
    7. 7. 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
    8. 8. 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
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×