Using Real-Time Data to Drive Optimization & Personalization

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Using Real-Time Data to Drive Optimization & Personalization

  1. 1. USING REAL-TIME DATATO DRIVE OPTIMIZATION & PERSONALIZATION Tom Wyland AOL Paid Services 1
  2. 2. OPTIMIZATION. SEGMENTATION. PERSONALIZATION. THEPLATFORM RESULTS
  3. 3. WHATIS OPTIMIZATION?
  4. 4. Ideal for the group: • Copy • CTA • Headline • Art • Layout INBOUND WEB PAGE OPTIMIZATION
  5. 5. WHATIS SEGMENTATION?
  6. 6. Using a limited number of customer data elements to provide one of several experiences INBOUND WEB PAGE SEGMENTATION
  7. 7. Examples: • New customers • Parents • Pre-defined product preferences DEFINING EXPERIENCES FOR THE SEGMENT
  8. 8. PERSONALIZATION?
  9. 9. Personalized: • Many customer data elements • Many possible experiences • Clustered data WHATABOUT PERSONALIZATION? MORE DATA, MORE EXPERIENCES
  10. 10. PERSONALIZATION CREATES MICROSEGMENTS CAN WE DEFINE THE SEGMENTSAND SERVE THE EXPERIENCES IN REAL TIME?
  11. 11. THE PLATFORM.
  12. 12. • Images for web display • Call center scripts • HTML fragments • Simple messages or text Highly available data service using: • Couchbase • Spring • mongoDB • Apache Tomcat • Ehcache • Java The real-time engine that chooses offers based on business rules and best predicted outcome OFFERS CUSTOMER DATA SERVICE INTERACTION ADVISOR BUILDINGAPLATFORM Implementing Infor Epiphany Interaction Advisor Web pages, email image URLs, web pages, apps all request offers from Interaction Advisor CLIENTS TO SERVE OFFERS 12
  13. 13. THE RESULTS.
  14. 14. INCREASING CONVERSION Infor IA continuously learns from offer history, increasing CTR and conversions over time. Makes best use of limited inventory by delivering the best offer each time. GETTING YOUR DATA IN ORDER Highly available customer data snapshot has value on its own. Leverage key data points elsewhere. GATHERING INSIGHTS Who is your best customer? What kind of data is driving conversions? 14 WHAT IS PERSONALIZATION WORTH? The power of delivering the right message to the right user
  15. 15. THE END.

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