The Personalized WebSean BiekSenior Solutions Consultantsbiek@exacttarget.com
variable speedschopping actionice crusherrefurbishednew40 oz.5-year warrantybrandsoup & gazpacho$$$$easy to cleanpureeingj...
Robust Customer Profile
What connects the consumer’sexperience across all channels?Personalization
The ExactTarget Platform
The Building Blocks of PersonalizationIdentify alldata sourcesOrganizedataPersonalizeTake action
Relevancy = Revenue
Explicit	  Single Customer View: iGo Point of interaction: ET
Leverage Consumer Input Sources
Leverage Consumer Input Sources
Leverage Consumer Input Sources
On-Site Merchandising
21	  
Personalizing product recommendations, likethose provided by iGoDigital, can increaseconversions site-wide by up to 10%. i...
What’s better than predicting?Asking!
Guided Selling – A Personal Boutique ApproachGuided Selling Tools create an “experience” that helpsshoppers navigate throu...
Guided Selling Tools
Olay:	  Cross-­‐Channel,	  Global	  Capabili:es	  Build	  once,	  deploy	  across	  retail	  partners,	  channels,	  and	 ...
H.H. Gregg Use Case StudyQuick Facts•  9 Guided Selling Tools•  1 Platform•  1 Front End Development•  Key Differentiator	...
Search Results Based on Profiles
Consistent relevant messagingEmail Recommendations
Personalization in Email
Lids.com•  Identified Team and StyleBased Shoppers•  Recommendations Made:•  Onsite•  Marketing Emails•  Transactional Ema...
Targeted emails based on customerdemographics alone produced responserates up to 18x greater than those that werenot targe...
Results:	  •  Open	  Rate:	  52.9%	  •  Click	  Rate:	  23.3%	  •  Conversion	  Rate:	  17.4%	  Personalized	  Product	  R...
 Op:miza:on	  
Instant Activity-based Email via iGoDigitaliGoDigital can observe cart abandonment and fire off a trigger message in order...
Triggered EmailsRemarketing Best Practices!!iGoDigital triggers the first triggeredemail 3 hours after an individualabandon...
Fila Abandoned Cart Follow Up
Abandon event is triggeredand session info ispassed to iGoDigitalEvent is added to theview of customer behaviorsAPI call i...
Product recommendations turn transactionalemails into conversion tools, increasing "click-through rates by up to 35% andco...
71% of shoppers are abandoning carts andonly 19% of the top 1,000 online retailers aresending abandoned cart email message...
Profile powered segmentationAudience Builder
54	  
By leveraging iGoDigital behavioralsegmentation tool, customers have seen asmuch as a 50% increase in click-rate and a56% ...
Onsite Recommendations(To Drive Revenue/Visitor)Email Recommendations(Interaction Based Recs todrive engagment + $)Email T...
3 thingsyou can do now
1. Organize your dataData layer is foundation
2. Talk to Your FellowMarketersWithin your organization•  Don’t build out your program first – listen to your customersand...
3. Make it personalSynchronize the experienceacross all channels
Discussion!Q/A
iGo Digital - Portland 3sixty Live
iGo Digital - Portland 3sixty Live
iGo Digital - Portland 3sixty Live
iGo Digital - Portland 3sixty Live
iGo Digital - Portland 3sixty Live
iGo Digital - Portland 3sixty Live
iGo Digital - Portland 3sixty Live
iGo Digital - Portland 3sixty Live
iGo Digital - Portland 3sixty Live
iGo Digital - Portland 3sixty Live
iGo Digital - Portland 3sixty Live
iGo Digital - Portland 3sixty Live
iGo Digital - Portland 3sixty Live
iGo Digital - Portland 3sixty Live
iGo Digital - Portland 3sixty Live
iGo Digital - Portland 3sixty Live
iGo Digital - Portland 3sixty Live
iGo Digital - Portland 3sixty Live
iGo Digital - Portland 3sixty Live
iGo Digital - Portland 3sixty Live
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iGo Digital - Portland 3sixty Live

  1. 1. The Personalized WebSean BiekSenior Solutions Consultantsbiek@exacttarget.com
  2. 2. variable speedschopping actionice crusherrefurbishednew40 oz.5-year warrantybrandsoup & gazpacho$$$$easy to cleanpureeingjuicesDishwasher safe350 wattdimensions
  3. 3. Robust Customer Profile
  4. 4. What connects the consumer’sexperience across all channels?Personalization
  5. 5. The ExactTarget Platform
  6. 6. The Building Blocks of PersonalizationIdentify alldata sourcesOrganizedataPersonalizeTake action
  7. 7. Relevancy = Revenue
  8. 8. Explicit  Single Customer View: iGo Point of interaction: ET
  9. 9. Leverage Consumer Input Sources
  10. 10. Leverage Consumer Input Sources
  11. 11. Leverage Consumer Input Sources
  12. 12. On-Site Merchandising
  13. 13. 21  
  14. 14. Personalizing product recommendations, likethose provided by iGoDigital, can increaseconversions site-wide by up to 10%. iGoDigital Customer Benchmarking Data
  15. 15. What’s better than predicting?Asking!
  16. 16. Guided Selling – A Personal Boutique ApproachGuided Selling Tools create an “experience” that helpsshoppers navigate through the product catalog andmake a more informed decision.
  17. 17. Guided Selling Tools
  18. 18. Olay:  Cross-­‐Channel,  Global  Capabili:es  Build  once,  deploy  across  retail  partners,  channels,  and  countries    Syndication and Localization
  19. 19. H.H. Gregg Use Case StudyQuick Facts•  9 Guided Selling Tools•  1 Platform•  1 Front End Development•  Key Differentiator  Average  Search  to  Cart  Rate:  9.45%  
  20. 20. Search Results Based on Profiles
  21. 21. Consistent relevant messagingEmail Recommendations
  22. 22. Personalization in Email
  23. 23. Lids.com•  Identified Team and StyleBased Shoppers•  Recommendations Made:•  Onsite•  Marketing Emails•  Transactional Emails
  24. 24. Targeted emails based on customerdemographics alone produced responserates up to 18x greater than those that werenot targeted.Excerpt from McKinsey Global Institute research report.
  25. 25. Results:  •  Open  Rate:  52.9%  •  Click  Rate:  23.3%  •  Conversion  Rate:  17.4%  Personalized  Product  Recommenda:ons  based  on  the  shoppers  most  recent  onsite  behavior  Personalized,  dynamic  subject  lines  increase  open  rates  by  10%  over  sta:c  subject  lines  
  26. 26.  Op:miza:on  
  27. 27. Instant Activity-based Email via iGoDigitaliGoDigital can observe cart abandonment and fire off a trigger message in order tomaximize opportunity to close a pending purchase.In addition, other events and conditions can trigger a message via an iGoDigital call tothe API, including:•  Remarketing Events•  Browse Abandon•  Favorite Category•  Back-In-Stock•  Post-Purchase•  New Sale Item•  New Item of Interest•  Other/Customized
  28. 28. Triggered EmailsRemarketing Best Practices!!iGoDigital triggers the first triggeredemail 3 hours after an individualabandons a cart. Each individualreceives a personalized message.Items that are personalized include:""•  Dynamic Subject Line"•  Predominately DisplayedAbandoned Items"•  Personalized ProductRecommendations"
  29. 29. Fila Abandoned Cart Follow Up
  30. 30. Abandon event is triggeredand session info ispassed to iGoDigitalEvent is added to theview of customer behaviorsAPI call is made to ET,passing event data andfiring off a triggered send
  31. 31. Product recommendations turn transactionalemails into conversion tools, increasing "click-through rates by up to 35% andconversion rates by up to 25% iGoDigital Customer Benchmarking Data
  32. 32. 71% of shoppers are abandoning carts andonly 19% of the top 1,000 online retailers aresending abandoned cart email messages tobring the customer back. Internet Retailer article, “Cart Abandonment E-Mails Gain More Attention From E-Retailers”
  33. 33. Profile powered segmentationAudience Builder
  34. 34. 54  
  35. 35. By leveraging iGoDigital behavioralsegmentation tool, customers have seen asmuch as a 50% increase in click-rate and a56% increase in orders per send. iGoDigital Customer Benchmarking Data
  36. 36. Onsite Recommendations(To Drive Revenue/Visitor)Email Recommendations(Interaction Based Recs todrive engagment + $)Email Triggers(Interesting moments totimeliness and relevancy)Guided Selling(To engage visitors,convert, and collect data)Harness a Single Customer View
  37. 37. 3 thingsyou can do now
  38. 38. 1. Organize your dataData layer is foundation
  39. 39. 2. Talk to Your FellowMarketersWithin your organization•  Don’t build out your program first – listen to your customersand use their behaviors to create your marketing programs•  Leverage user generated content and review data(Bazaarvoice)- leverage what shoppers are saying in othermarketing efforts
  40. 40. 3. Make it personalSynchronize the experienceacross all channels
  41. 41. Discussion!Q/A

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