Your SlideShare is downloading. ×
0
Dynamic Personalisation - Channelling Conversations Through Relevance
Dynamic Personalisation - Channelling Conversations Through Relevance
Dynamic Personalisation - Channelling Conversations Through Relevance
Dynamic Personalisation - Channelling Conversations Through Relevance
Dynamic Personalisation - Channelling Conversations Through Relevance
Dynamic Personalisation - Channelling Conversations Through Relevance
Dynamic Personalisation - Channelling Conversations Through Relevance
Dynamic Personalisation - Channelling Conversations Through Relevance
Dynamic Personalisation - Channelling Conversations Through Relevance
Dynamic Personalisation - Channelling Conversations Through Relevance
Dynamic Personalisation - Channelling Conversations Through Relevance
Dynamic Personalisation - Channelling Conversations Through Relevance
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Dynamic Personalisation - Channelling Conversations Through Relevance

1,379

Published on

This presentation was delivered at an AIMIA Forum in Sydney, Australia on April 8th, 2010. …

This presentation was delivered at an AIMIA Forum in Sydney, Australia on April 8th, 2010.

It discusses the practical applications of dynamic personalisation technology on the web.

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

No Downloads
Views
Total Views
1,379
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
1
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 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!
  • JASON
  • Transcript

    • 1. CHANNELLING CONVERSATIONS THROUGH RELEVANCE DYNAMIC PERSONALISATION Jason Davey Managing Director, Digital Marketing
    • 2. ACTIONS SPEAK LOUDER THAN WORDS
    • 3. WHY? WHEN HOW WHO WHAT ACTIONABLE DATA 1. Content topics 2. Content categories 3. Geographic data 4. Demographic knowledge 5. Device preference 6. Timeliness CONTEXT
    • 4. INFORMATION ARCHITECTURE
    • 5. CASE STUDY IN ACTION
    • 6. Gender Age DYNAMIC PERSONALISATION 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) 1 2 3
    • 7. CHANNELLING THE CONVERSATION Dynamic personalisation deepens engagement Most popular (Highly ranking content) Engaging (in context to the user’s current behaviour) Relevant (the user has asked for it) Priority messages (guarantees the user will see it)
    • 8. CONTENT + PROFILES Overt
    • 9. Unsegmented Segmented High Medium LowInteraction/Engagement Level of personalisation Profiled DATABASE TARGETING SEGMENTATION: • Category loyalty • Level of spend • Point in time PROFILING: • Behavioural dynamics • Preferences • Real-time
    • 10. PERSONALISED CONTENT DELIVERS >50% OPEN RATES FOR PERSONALISED EMAILS 4X THE CTR OF NON-PERSONALISED EMAILS PERSONALISED CONTENT + EFFECTIVE DESIGN =
    • 11. THE HEROES OF PERSONALISATION • Technology • Understanding your target audience(s) • Information Architecture • Design / Interface • End-to-end customer experience
    • 12. @jasondavey

    ×