This is a presentation delivered at an AIMIA Forum on Personalisation on Thursday 8th April 2010.
Dynamic personalisation revolves around this familiar phrase. What people do, and what *they say they do* are rarely the same thing.
Today I’m going to discuss some of the practical applications of dynamic personalisation technology that you’ve just heard about from Greg at Sitecore....
The core dimensions of actionable data: Specific content topics or articles selected to view Or, preference to a particular content category Then we have where the person is located, or where the service is offered (geo located) We have the usual stuff like age, gender, life stage, spending behaviour etc ..and how the consumer wants to interact with you (mobile or web, for example) Then of course, we have how often they want to be communicated with, do they want certain alerts etc.
But of course, important to ALL of these aspects is CONTEXT. This tells you WHY someone is interacting with you!
The driving engine of personalisation is a solid information architecture. Doing this step well should be left to the experts!
CHANNELLING CONVERSATIONS THROUGH RELEVANCE
Managing Director, Digital Marketing
Channelling broadens conversations
Channel: Fitness & Energy
Topic: Information about joints Topic: Energy support levels
Narrow entry point (highly relevant)
(SEO, forums, blogs, promotions)
Channels broaden relevance into new Topics
(using ambient personalisation)
Discovered relevance lengthens engagement
(increases advocacy and value proposition)
CHANNELLING THE CONVERSATION
(Highly ranking content)
(in context to the user’s current behaviour)
(the user has asked for it)
(guarantees the user will see it)
Level of personalisation
• Category loyalty
• Level of spend
• Point in time
• Behavioural dynamics
PERSONALISED CONTENT DELIVERS
>50% OPEN RATES FOR PERSONALISED EMAILS
4X THE CTR OF NON-PERSONALISED EMAILS
PERSONALISED CONTENT + EFFECTIVE DESIGN
THE HEROES OF PERSONALISATION
• Understanding your target audience(s)
• Information Architecture
• Design / Interface
• End-to-end customer experience