Your SlideShare is downloading. ×
0
#monetatesummit
Real-Time
PersonalizationinAction
AlvinGlay, VerizonWireless
Agenda
• Personalization overview
• Why it matters
• Biggest barriers
• Our approach to personalization
• Personalization ...
Defining Personalization
Personalization is:
• The right content for the right person
at the right time



Personalization...
Consumers Want to be Accommodated
Source: Econsultancy / Monetate Real-Time Marketing Report
Consumers Want to be Accommodated
“Consumers are now used to having
everything they want, when they want it.
There is no m...
Benefits of Personalization
Source: Econsultancy / Monetate Real-Time Marketing Report
Perceived Benefits:
Benefits of Personalization
Source: Econsultancy / Monetate Real-Time Marketing Report
Companies reported
a 26% uplift in
...
It’s Everywhere
It’s Everywhere
Source:'Amazon.comSource:'Google.com'
Source: Econsultancy / Monetate Real-Time Marketing Report
…but it’s not the easiest thing to start doing
Barriers to effective
real-time marketing
Source: Econsultancy / Monetate R...
Personalization on

VerizonWireless.com
The Verizon Wireless Customer
Example Customers
• Prospects
• Techies
• Fitness experts
• Innovators
• Early adopters
• Br...
Making the Choice:

Partnering with Monetate
A Winning Product
• Make multiple site-wide changes for multiple segments wit...
• Monetate, eCRM, BlueKai, Neustar
Approaching Personalization
•Tools we use to approach personalization:
•Our people/corp...
!
• Verizon initially focused on high-volume, and
then shifted to high-value segments.
!
• Through this, we learned that i...
Phases of Personalization
Phase 1
Macro Segments
New/Returning
Geo-location
Mobile/Desktop
Phases of Personalization
Phase 1
Macro Segments
New/Returning
Geo-location
Mobile/Desktop
Phase 2
Key Segments
Marketing Channel
Product Affinity
L...
Phase 1
Macro Segments
New/Returning
Geo-location
Mobile/Desktop
Phase 2
Key Segments
Marketing Channel
Product Affinity
L...
Phase 1: 

Start Using Macrosegmentation, High Volume
Start off looking at
consumer segments
at a high level
(i.e. new vs....
Start combining segments with each other to move toward
a more personalized site experience.
Phase 2:

Moving From Macrose...
Phase 2 Example: Affiliate Segment
Phase 2 Example: Galaxy Gear
• Use data from Phase 1 and Phase 2 to build and
drive persona-based examples
Phase 3:

Driving Persona-Based Experiences
...
!
• High penetration and high LTV
• Highest rate of connected tablet ownership
• Most tech-savvy group
• First to buy new ...
• Challenge:
To successfully motivate users to complete transactions
within the online channel instead of going to Verizon...
• Added a banner and
dynamic text offering free
shipping on the store
locator page, reinforcing the
value proposition to e...
• Added a banner and
dynamic text offering free
shipping on the store
locator page, reinforcing the
value proposition to e...
• Updated banner and
dynamic text to read
‘Free Next Day/
Overnight/Weekend
Shipping’ based on
time of visit
Phases of Per...
• Updated banner and
dynamic text to read
‘Free Next Day/
Overnight/Weekend
Shipping’ based on
time of visit
Phases of Per...
• Updated banner and
dynamic text ‘Stay off
the roads & order online’
on store locator page to
visitors in areas where
it’...
• Updated banner and
dynamic text ‘Stay off
the roads & order online’
on store locator page to
visitors in areas where
it’...
1. Focus on core personas – remember high 

value, high volume
2. Partner with the right tools
3. Start simple
4. Use your...
Upcoming SlideShare
Loading in...5
×

Real-Time Personalization in Action (Alvin Glay)

349

Published on

Focusing on targeting customers in a near instantaneous manner and using specific data points to personalize messages and product offerings across all channels and devices is crucial to success. The pace of technological change is shifting customer expectations, both consciously and subconsciously, and marketing in real time not only creates a truly relevant customer experience, but also differentiates your company from the rest. Here Verizon’s Alvin Glay explains how the telecom giant has used real-time marketing to make its customer experience more personalized, relevant, and ultimately, more profitable.

Published in: Marketing, Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
349
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
13
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Real-Time Personalization in Action (Alvin Glay)"

  1. 1. #monetatesummit Real-Time PersonalizationinAction AlvinGlay, VerizonWireless
  2. 2. Agenda • Personalization overview • Why it matters • Biggest barriers • Our approach to personalization • Personalization in action
  3. 3. Defining Personalization Personalization is: • The right content for the right person at the right time
 
 Personalization is not: • A/B testing • UX “fixes”
  4. 4. Consumers Want to be Accommodated Source: Econsultancy / Monetate Real-Time Marketing Report
  5. 5. Consumers Want to be Accommodated “Consumers are now used to having everything they want, when they want it. There is no margin for error anymore for the wrong message, the wrong time, the wrong audience or the wrong product.” Source: Econsultancy / Monetate Real-Time Marketing Report
  6. 6. Benefits of Personalization Source: Econsultancy / Monetate Real-Time Marketing Report Perceived Benefits:
  7. 7. Benefits of Personalization Source: Econsultancy / Monetate Real-Time Marketing Report Companies reported a 26% uplift in conversion rate coming from real-time marketing activities Perceived Benefits:
  8. 8. It’s Everywhere
  9. 9. It’s Everywhere Source:'Amazon.comSource:'Google.com'
  10. 10. Source: Econsultancy / Monetate Real-Time Marketing Report
  11. 11. …but it’s not the easiest thing to start doing Barriers to effective real-time marketing Source: Econsultancy / Monetate Real-Time Marketing Report
  12. 12. Personalization on
 VerizonWireless.com
  13. 13. The Verizon Wireless Customer Example Customers • Prospects • Techies • Fitness experts • Innovators • Early adopters • Brand loyalists • Comparison shoppers There are many unique customers, all shopping multiple products and categories: Buying... • Network • Device • Home services • Accessories
  14. 14. Making the Choice:
 Partnering with Monetate A Winning Product • Make multiple site-wide changes for multiple segments without requiring any IT involvement • Speed to market, we can start right now, no development deployments • Run multiple experiences at the same time for different segments Full-Service Digital Optimization and Personalization Team • Strategic services • Innovative recommendations/guidance • Great collaboration and partnership
  15. 15. • Monetate, eCRM, BlueKai, Neustar Approaching Personalization •Tools we use to approach personalization: •Our people/corporate strategy • Monetate • Agencies • Partners • Multiple team members •Who we use to implement personalization across the site:
  16. 16. ! • Verizon initially focused on high-volume, and then shifted to high-value segments. ! • Through this, we learned that it is okay to start out with simple campaigns. Figuring Out Where to Start
  17. 17. Phases of Personalization
  18. 18. Phase 1 Macro Segments New/Returning Geo-location Mobile/Desktop Phases of Personalization
  19. 19. Phase 1 Macro Segments New/Returning Geo-location Mobile/Desktop Phase 2 Key Segments Marketing Channel Product Affinity Loyalty Phases of Personalization
  20. 20. Phase 1 Macro Segments New/Returning Geo-location Mobile/Desktop Phase 2 Key Segments Marketing Channel Product Affinity Loyalty Phase 3 Personas Life-Cycle Multiple Attributes Driven by Phase 1 & 2 Phases of Personalization
  21. 21. Phase 1: 
 Start Using Macrosegmentation, High Volume Start off looking at consumer segments at a high level (i.e. new vs. returning)
  22. 22. Start combining segments with each other to move toward a more personalized site experience. Phase 2:
 Moving From Macrosegments to Key Segments Additional target options: • iPhone vs Android • Urban vs Suburban • High-purchase frequency • Affiliate network shopper • New visitors coming from key search terms • Previously purchased X product • May Like Y Examples of key segments:
  23. 23. Phase 2 Example: Affiliate Segment
  24. 24. Phase 2 Example: Galaxy Gear
  25. 25. • Use data from Phase 1 and Phase 2 to build and drive persona-based examples Phase 3:
 Driving Persona-Based Experiences • This is the ultimate goal of personalization: to have your customers feel as if their website experience is totally unique
  26. 26. ! • High penetration and high LTV • Highest rate of connected tablet ownership • Most tech-savvy group • First to buy new technology and fashion • Heavy travelers and users of public transit • Likes a good deal but will also pay more for quality • Online activity includes fantasy sports, shopping, travel Verizon Wireless Personas Big city couples Customers close to deactivation • On-site behavior showing that they may be close to closing their accounts • 3rd party data indicating in-market for competitive providers
  27. 27. • Challenge: To successfully motivate users to complete transactions within the online channel instead of going to Verizon store locations ! • Hypothesis: Users who seek physical Verizon Wireless store locations via search engines and the store locator page can successfully be pulled back into the online channel when the value propositions of online options are reinforced Phases of Personalization in Play
  28. 28. • Added a banner and dynamic text offering free shipping on the store locator page, reinforcing the value proposition to entice shoppers to buy online Phases of Personalization in Play Phase 1
  29. 29. • Added a banner and dynamic text offering free shipping on the store locator page, reinforcing the value proposition to entice shoppers to buy online Phases of Personalization in Play Phase 1
  30. 30. • Updated banner and dynamic text to read ‘Free Next Day/ Overnight/Weekend Shipping’ based on time of visit Phases of Personalization in Play Phase 2
  31. 31. • Updated banner and dynamic text to read ‘Free Next Day/ Overnight/Weekend Shipping’ based on time of visit Phases of Personalization in Play Phase 2
  32. 32. • Updated banner and dynamic text ‘Stay off the roads & order online’ on store locator page to visitors in areas where it’s currently snowing (paired with shipping promo) Phases of Personalization in Play Phase 3
  33. 33. • Updated banner and dynamic text ‘Stay off the roads & order online’ on store locator page to visitors in areas where it’s currently snowing (paired with shipping promo) Phases of Personalization in Play Phase 3
  34. 34. 1. Focus on core personas – remember high 
 value, high volume 2. Partner with the right tools 3. Start simple 4. Use your data to drive your decisions Key Steps to Implementing Personalization
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×