Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging
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There are few things as deeply personal as the roots of your own family’s history. So it makes sense that in the past two years, Ancestry.com has made a dramatic shift in their overall marketing thrust, moving from a more traditional broad-based brand awareness campaign to a much more personalized, one-to-one campaign. Not surprisingly, this new approach relies heavily on the email channel and programmatic delivery of messaging. Karen Peterson shares that the thought process that lead to that journey and their findings along the way.
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Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging
- 1. Karen Peterson VP, Relationship Marketing Ancestry’s Move to Personalized Messaging
- 2. About Ancestry • Ancestry is the world's largest online family history resource • More than 2 million worldwide subscribers • 16 billion global historical records • Over 70 million family trees containing over 6 billion profiles • Over 1 million in our DNA database 2
- 3. Integrated Campaigns 3 One-time use assets Short-term gains Not fully aligned with customer expectations
- 4. Personalization Strategy 4 “Marketing isn’t campaigns. It’s a systematic process to deliver the right experience to the right customer at the right time in the right place(s).”
- 5. Programmatic Personalization • Enables personalization to scale • Delivers higher return on efforts • Increases lifetime value throughout the customer lifecycle 5
- 6. Personalization Vision 6 Partially- differentiated marketing Segmented marketing Personalized Marketing Behaviors Comm Pref Models/ Profiles Demo User Status Onsite Activity
- 7. Deliberate evolution Broad, high impact high volume campaigns Personalized programs • Abandon • Nurture | Education • Cross-sell • Engagement • Onboarding Limited Targeting Highly targeted Volume • Behaviors • Explicit preferences • Member status • Relationship • Demographics • Inferred preferences Today Future2012
- 8. What we learned . . .8
- 9. Obstacles • Processes • Performance visibility • Prioritization • Customer data accessibility • Real-time targeting 9
- 10. Invest smartly • “Right” time v. real time • 1:1 v. micro-segmentation • Drive technology innovations with strong business cases • Embrace a variety of triggers 10
- 11. Iterate, iterate, iterate • Email is the perfect launchpad • Get things in market – don’t wait for perfection • Embrace manual batches to prove success • Document faithfully 11
- 12. Abandon Cart Program | Initial Launch • One email instead of a series • Daily send through a manual batch • Tested near real-time send through one-off ‘hack’ • Hold out group to assess lift
- 13. Identify metrics that matter • Understand your baseline • Develop assumptions and hypotheses upfront and then test • Use data to help predict behaviors 13
- 14. Personalization at Ancestry Today • Over 20 automated programs across 5 geographies promoting 9 products • Email primary • Multi-channel extension • Created internal advocates • Focused area of investment
- 15. 15 Iterate Keys to Personalization • Focus on customer first • Invest smartly • Iterate, iterate, iterate • Identify metrics that matter
Editor's Notes
- Processes geared to meet campaign deadlines Program prioritization trumped by short-term needs Lack of holistic customer data Delays in data for customization Infrastructure built for batch communications No proven success to justify investment
- Invest smartly Don’t jump to buying infrastructure – figure out what you can do with what you have “Right” time v. real time 1:1 v. xxx? Return does not justify the cost of overhead of 1:1 Fight for priority with results Find winning programs and then reduce push campaigns
- Get things in market – don’t wait for perfection Start small – utilize what you have Find your largest customizeable audience Batch triggers (test manually) before automation Invest smartly Don’t jump to buying infrastructure – figure out what you can do with what you have “Right” time v. real time 1:1 v. xxx? Return does not justify the cost of overhead of 1:1 Make testing a thoughtful process Data is only useful if it helps predict behaviors Identify metrics that matter Fight for priority with results Find winning programs and then reduce push campaigns