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Make it personal, each user is unique

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Hazlo Personal, cada usuario es único.

Hazlo Personal, cada usuario es único.

Published in Marketing
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Transcript

  • 1. Make it personal, each user is unique March 2014 :: Rob Jackson
  • 2. We are facing an industry challenge Profile Behaviour Channel ¡Hola!
  • 3. Meet Pedro Life Time Value €550 Lives in Chueca Earns > €35,000 3 visits this week Uses iPad to browse Purchase on desktop Responds to display Affiliate offers Doesn’t click email Estoy aquí
  • 4. The opportunity “Companies personalising web experiences are seeing, on average a 19% uplift in sales” eConsultancy Report 2013
  • 5. Where most companies are today
  • 6. What we are doing Universal Analytics
  • 7. An ideal solution?
  • 8. Loyalty is important “5% increase in customer retention can generate a 75% increase in profitability” Bain Consulting
  • 9. Anonymous users are shouting Added to Basket Pages Browsed Banners Clicked Affiliate Offer Referrals KW Clusters Internal Search Product interest Category Views Recency / Frequency Email Clicks Quiero
  • 10. What to do with that data? Internal Search Product Holding Banners Clicked KW Clusters Pages Browsed
  • 11. Which model should we use? Linear Regression Neural Network Logistic Regression Decision Tree
  • 12. SKY customer decision trees Prospect Existing Customer Keyword Pages “Premier league tv” SKY TV Sky HD Box Campaign Broadband | Telephony Get TV! Entertainment Extra Product Holding
  • 13. How do we get the data? Google Analytics BigQuery Export Data Processing Model development
  • 14. Summary Customer centric metrics, think customer first Break down data silos where possible A user identification strategy is essential Work towards a consolidated environment for your data Personalise content on the data you have
  • 15. Thanks!