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Personalisation for the21st century marketerIan McCaig@QubitGroupMonday, 17 June 13
UnderstandvisitorsBreak downIT barriersPersonalisewebsitesWhat we do@QubitGroupMonday, 17 June 13
Digital marketing: Ad tech made optimisation pretty easy3Digital marketing AD tech +ROISearchDisplayEmailSocialMonday, 17 ...
Conversions have now got a whole lot more important4CPC Growth+288%2005-2010Monday, 17 June 13
Driving conversions isn’t always easy@QubitGroupMonday, 17 June 13
Impossible to beat amazonMonday, 17 June 13
CoachReturning customerFirst timerThree types of boxerMonday, 17 June 13
First timer: browsing aimlessly, nothing in basketBest sellersMonday, 17 June 13
Returning customer: specific search or logged inwelcome backYour recommendationsMonday, 17 June 13
Coach: multiples of same item in basketPunch bag details:----Item added:You’re £34 awayfrom 15%discountMonday, 17 June 13
52% agree that ‘the abilityto personalise web contentis fundamental to theironline strategy’Source: Econsultancy 2013@Qubi...
72% agree they‘understand importanceof personalisation, butdon’t know how to do it’Source: Econsultancy 2013@QubitGroupMon...
KeyproductsBestsellerSpecialofferWhat is personalisation?LateststockImpulseproductsMonday, 17 June 13
Website personalisation is...Messaging Offers AnnouncementsTheme and layout Recommendations Widgets@QubitGroupMonday, 17 J...
For all the different types of people who visit your siteBasket casesPeople who put thingsin their basket anddon’t buyLost...
Optimising all your different technologies as wellRecommendationsLive helpMerchandisingReviews Retargeting@QubitGroupMonda...
Modern businessesshould be able to enjoy 10%conversion rates@QubitGroupMonday, 17 June 13
Which businessesare thinking like this?@QubitGroupMonday, 17 June 13
Data drivenCreating new a heartaround digitalFacebook/Google/ApplegenerationForward thinking consumer-focused businessesMo...
Data drivenCreating new a heartaround digitalFacebook/Google/ApplegenerationForward thinking consumer-focused businessesMo...
Data drivenCreating new a heartaround digitalFacebook/Google/ApplegenerationForward thinking consumer-focused businessesMo...
Delivering personalisationin six steps@QubitGroupMonday, 17 June 13
1. Choosing the rightmix of technologies@QubitGroupMonday, 17 June 13
Content Management Systems haven’t adapted enoughAnalytics; but thisdidnt move beyonda reporting functionin a company- Web...
The technologies needed for personalisationData structuringand collectionInsight andanalyticsWidgetsand appsMessaging,pers...
Penetration of Analytics99%AnalyticsDoes not use analyticsAnalyticsWithoutWith@QubitGroupQubit research on technology adop...
Penetration of Analytics99%AnalyticsDoes not use analyticsPenetration of testing and targeting66%34%T&T technologyNo T&T t...
Qubit research on technology adoption in travel in retailPenetration of Analytics99%AnalyticsDoes not use analyticsPenetra...
2. Getting the rightskills in house@QubitGroupMonday, 17 June 13
Businesses used to have a head of electricity...Monday, 17 June 13
Building an organisation for the futureDevelopment@QubitGroupMonday, 17 June 13
DevelopmentDigitalMarketingBuilding an organisation for the future@QubitGroupMonday, 17 June 13
DevelopmentAcquisitionMerchandisingRetentionBuilding an organisation for the future@QubitGroupMonday, 17 June 13
DevelopmentAcquisitionMerchandisingRetentionAnalyst /Data ScientistAgencyBuilding an organisation for the future@QubitGrou...
It can help your business work more efficientlyDevelopmentAnalyst /Data ScientistAgencyMerchandisingOptimisationRetention@...
the shortage in data scientists by2017190KNew skills are in demand@QubitGroupMonday, 17 June 13
CMOs need to become CMIOs!@QubitGroupFuture CMOUses tech as amust have toolPresent CMO CIOMonday, 17 June 13
3. Collectingthe right data@QubitGroupMonday, 17 June 13
Visitor behaviour has changed; traditional tools don’t workThen: The purchasefunnelNow: The custumerdecision journeyAwaren...
More advanced models are now requiredQuantitative dataUniversal Variable structuresall the data from each pageYour product...
Universal Variable: data collection for the 21st century marketer@QubitGroupMonday, 17 June 13
4. Finding insightsyou can act on@QubitGroupMonday, 17 June 13
Visitors arriving at lunchtime are 33%more likely to purchase than at othertimes of the dayTime of day@QubitGroupQubit res...
Geo insightsThe average US customercoming to a UK website isworth over three times asmuch as a UK customerto your business...
Chrome users are the most pricesensitive - they’re 7% more likelyto complain about price!Browser@QubitGroupQubit research,...
Browser insightsInternet Explorer users are muchmore likely to convert than otherbrowser usersQubit research, 2013@QubitGr...
5. Deliveringpersonalisations@QubitGroupMonday, 17 June 13
A new means of delivery, led by the marketerA presentation layerDiscovering insights, deliveringcontent, offers and widgets...
The ability to target on precise variablesAmount in basket Search query ReferrerShoppingbehaviourProduct criteriaBrowseror...
Act quickly@QubitGroupMonday, 17 June 13
51Monday, 17 June 13
6. Measure performance@QubitGroupMonday, 17 June 13
Site optimisation vs Merchandising50% 50%95%5%@QubitGroupAB Testing Campaign delivery• Optimisation led• Find best variati...
A need for constant measurement@QubitGroupMonday, 17 June 13
7% conversion upliftFor Crew Clothing55New visitors encounteringthe brand for the first time.Three layers designedto increa...
Worked example@QubitGroupMonday, 17 June 13
biceps@QubitGroupMonday, 17 June 13
bicepsBehavioural dataInsightContentExecutionPerformanceSimple workflow@QubitGroupMonday, 17 June 13
French Connection@QubitGroupMonday, 17 June 13
Behavioural data@QubitGroupMonday, 17 June 13
InsightPaid and natural search had low conversions and complained about price@QubitGroupMonday, 17 June 13
ContentAn on-page message layerA simple messageencouraging this segmentto buy and experiment withFCUK products.@QubitGroup...
ExecutionThe message was served to all visitors on paid and natural search@QubitGroupMonday, 17 June 13
Performance7.3%conversion uplift@QubitGroupMonday, 17 June 13
Simple workflowBehavioural data Insight Content Execution PerformanceSimple workflowtwo weeks@QubitGroupMonday, 17 June 13
Closing thought@QubitGroupMonday, 17 June 13
Utility webForward thinking consumer-focused businesses@QubitGroupMonday, 17 June 13
App storesUtility webForward thinking consumer-focused businesses@QubitGroupMonday, 17 June 13
Experience webApp storesUtility webForward thinking consumer-focused businesses@QubitGroupMonday, 17 June 13
Sign up for the Forrester researchSign up here:bit.ly/qubitforrester@QubitGroupMonday, 17 June 13
Some Qubit research you might enjoy71bit.ly/quresearch bit.ly/qutechMonday, 17 June 13
ThanksFollow us @QubitGroupMonday, 17 June 13
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Personalisation for the 21st century marketer

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In this talk for Smart Data Analytics Forum, Ian McCaig talks you through how to get the most out of your personalization with 6 simple, straightforward steps. Find out how you can drive conversions and get the most out of your ecommerce site.

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Transcript of "Personalisation for the 21st century marketer"

  1. 1. Personalisation for the21st century marketerIan McCaig@QubitGroupMonday, 17 June 13
  2. 2. UnderstandvisitorsBreak downIT barriersPersonalisewebsitesWhat we do@QubitGroupMonday, 17 June 13
  3. 3. Digital marketing: Ad tech made optimisation pretty easy3Digital marketing AD tech +ROISearchDisplayEmailSocialMonday, 17 June 13
  4. 4. Conversions have now got a whole lot more important4CPC Growth+288%2005-2010Monday, 17 June 13
  5. 5. Driving conversions isn’t always easy@QubitGroupMonday, 17 June 13
  6. 6. Impossible to beat amazonMonday, 17 June 13
  7. 7. CoachReturning customerFirst timerThree types of boxerMonday, 17 June 13
  8. 8. First timer: browsing aimlessly, nothing in basketBest sellersMonday, 17 June 13
  9. 9. Returning customer: specific search or logged inwelcome backYour recommendationsMonday, 17 June 13
  10. 10. Coach: multiples of same item in basketPunch bag details:----Item added:You’re £34 awayfrom 15%discountMonday, 17 June 13
  11. 11. 52% agree that ‘the abilityto personalise web contentis fundamental to theironline strategy’Source: Econsultancy 2013@QubitGroupMonday, 17 June 13
  12. 12. 72% agree they‘understand importanceof personalisation, butdon’t know how to do it’Source: Econsultancy 2013@QubitGroupMonday, 17 June 13
  13. 13. KeyproductsBestsellerSpecialofferWhat is personalisation?LateststockImpulseproductsMonday, 17 June 13
  14. 14. Website personalisation is...Messaging Offers AnnouncementsTheme and layout Recommendations Widgets@QubitGroupMonday, 17 June 13
  15. 15. For all the different types of people who visit your siteBasket casesPeople who put thingsin their basket anddon’t buyLost soulsOn site search userswho never find whattheyre looking forFirst timersNew users inneed of brandreassurance beforethey engageCareful spendersPeople who leave longgaps between makingpurchases@QubitGroupMonday, 17 June 13
  16. 16. Optimising all your different technologies as wellRecommendationsLive helpMerchandisingReviews Retargeting@QubitGroupMonday, 17 June 13
  17. 17. Modern businessesshould be able to enjoy 10%conversion rates@QubitGroupMonday, 17 June 13
  18. 18. Which businessesare thinking like this?@QubitGroupMonday, 17 June 13
  19. 19. Data drivenCreating new a heartaround digitalFacebook/Google/ApplegenerationForward thinking consumer-focused businessesMonday, 17 June 13
  20. 20. Data drivenCreating new a heartaround digitalFacebook/Google/ApplegenerationForward thinking consumer-focused businessesMonday, 17 June 13
  21. 21. Data drivenCreating new a heartaround digitalFacebook/Google/ApplegenerationForward thinking consumer-focused businessesMonday, 17 June 13
  22. 22. Delivering personalisationin six steps@QubitGroupMonday, 17 June 13
  23. 23. 1. Choosing the rightmix of technologies@QubitGroupMonday, 17 June 13
  24. 24. Content Management Systems haven’t adapted enoughAnalytics; but thisdidnt move beyonda reporting functionin a company- Web analytics- Site diagnosticsTMS; to helpmarketers deploy3rd party technologyand manage their data- Tag management- Data managementOptimisation;focused on siteoptimisation butdrove limited ROI- Testing- TargetingCMS@QubitGroupMonday, 17 June 13
  25. 25. The technologies needed for personalisationData structuringand collectionInsight andanalyticsWidgetsand appsMessaging,personalisationplatformTesting@QubitGroupMonday, 17 June 13
  26. 26. Penetration of Analytics99%AnalyticsDoes not use analyticsAnalyticsWithoutWith@QubitGroupQubit research on technology adoption in travel and retailMonday, 17 June 13
  27. 27. Penetration of Analytics99%AnalyticsDoes not use analyticsPenetration of testing and targeting66%34%T&T technologyNo T&T technologyAnalytics Testing & TargetingWithoutWith@QubitGroupQubit research on technology adoption in travel in retailMonday, 17 June 13
  28. 28. Qubit research on technology adoption in travel in retailPenetration of Analytics99%AnalyticsDoes not use analyticsPenetration of testing and targeting66%34%T&T technologyNo T&T technologyPenetration of TMS78%22%Analytics Testing & Targeting Tag ManagementWithoutWith@QubitGroupMonday, 17 June 13
  29. 29. 2. Getting the rightskills in house@QubitGroupMonday, 17 June 13
  30. 30. Businesses used to have a head of electricity...Monday, 17 June 13
  31. 31. Building an organisation for the futureDevelopment@QubitGroupMonday, 17 June 13
  32. 32. DevelopmentDigitalMarketingBuilding an organisation for the future@QubitGroupMonday, 17 June 13
  33. 33. DevelopmentAcquisitionMerchandisingRetentionBuilding an organisation for the future@QubitGroupMonday, 17 June 13
  34. 34. DevelopmentAcquisitionMerchandisingRetentionAnalyst /Data ScientistAgencyBuilding an organisation for the future@QubitGroupMonday, 17 June 13
  35. 35. It can help your business work more efficientlyDevelopmentAnalyst /Data ScientistAgencyMerchandisingOptimisationRetention@QubitGroupMonday, 17 June 13
  36. 36. the shortage in data scientists by2017190KNew skills are in demand@QubitGroupMonday, 17 June 13
  37. 37. CMOs need to become CMIOs!@QubitGroupFuture CMOUses tech as amust have toolPresent CMO CIOMonday, 17 June 13
  38. 38. 3. Collectingthe right data@QubitGroupMonday, 17 June 13
  39. 39. Visitor behaviour has changed; traditional tools don’t workThen: The purchasefunnelNow: The custumerdecision journeyAwarenessFamiliarityConsiderationPurchaseLoyaltyEvaluateCommitExperienceConsider BuyInteresttriggerDecisiontrigger@QubitGroupMonday, 17 June 13
  40. 40. More advanced models are now requiredQuantitative dataUniversal Variable structuresall the data from each pageYour productsare hard tofind< navigation >< description >< price >< image > < colour >Qualitative dataVisitor Opinion gathers usefulinsight as people leave the page@QubitGroupMonday, 17 June 13
  41. 41. Universal Variable: data collection for the 21st century marketer@QubitGroupMonday, 17 June 13
  42. 42. 4. Finding insightsyou can act on@QubitGroupMonday, 17 June 13
  43. 43. Visitors arriving at lunchtime are 33%more likely to purchase than at othertimes of the dayTime of day@QubitGroupQubit research, 2013Monday, 17 June 13
  44. 44. Geo insightsThe average US customercoming to a UK website isworth over three times asmuch as a UK customerto your business@QubitGroupQubit research, 2013Monday, 17 June 13
  45. 45. Chrome users are the most pricesensitive - they’re 7% more likelyto complain about price!Browser@QubitGroupQubit research, 2013Monday, 17 June 13
  46. 46. Browser insightsInternet Explorer users are muchmore likely to convert than otherbrowser usersQubit research, 2013@QubitGroupMonday, 17 June 13
  47. 47. 5. Deliveringpersonalisations@QubitGroupMonday, 17 June 13
  48. 48. A new means of delivery, led by the marketerA presentation layerDiscovering insights, deliveringcontent, offers and widgets toyour site; through your browserCMS / eCommerce platformA data layerTag Management deploysyour technologies andaligns your dataWebsite@QubitGroupMonday, 17 June 13
  49. 49. The ability to target on precise variablesAmount in basket Search query ReferrerShoppingbehaviourProduct criteriaBrowseror deviceGeo location Stock availability Any JS variablee.g. people who put more than £75 stock in their basket and look likethey’re about to leave the page@QubitGroupMonday, 17 June 13
  50. 50. Act quickly@QubitGroupMonday, 17 June 13
  51. 51. 51Monday, 17 June 13
  52. 52. 6. Measure performance@QubitGroupMonday, 17 June 13
  53. 53. Site optimisation vs Merchandising50% 50%95%5%@QubitGroupAB Testing Campaign delivery• Optimisation led• Find best variation forspecific customer segment• Test and push winningvariation live• E.g. testing new landing pages• Campaign led• Serve to all relevant customers. • Run 5% global control to learnabout impact of campaign• E.g. 75% off end of seasonstock announcementMonday, 17 June 13
  54. 54. A need for constant measurement@QubitGroupMonday, 17 June 13
  55. 55. 7% conversion upliftFor Crew Clothing55New visitors encounteringthe brand for the first time.Three layers designedto increase brandengagement; email sign-up,free delivery and customerservice promise.Monday, 17 June 13
  56. 56. Worked example@QubitGroupMonday, 17 June 13
  57. 57. biceps@QubitGroupMonday, 17 June 13
  58. 58. bicepsBehavioural dataInsightContentExecutionPerformanceSimple workflow@QubitGroupMonday, 17 June 13
  59. 59. French Connection@QubitGroupMonday, 17 June 13
  60. 60. Behavioural data@QubitGroupMonday, 17 June 13
  61. 61. InsightPaid and natural search had low conversions and complained about price@QubitGroupMonday, 17 June 13
  62. 62. ContentAn on-page message layerA simple messageencouraging this segmentto buy and experiment withFCUK products.@QubitGroupMonday, 17 June 13
  63. 63. ExecutionThe message was served to all visitors on paid and natural search@QubitGroupMonday, 17 June 13
  64. 64. Performance7.3%conversion uplift@QubitGroupMonday, 17 June 13
  65. 65. Simple workflowBehavioural data Insight Content Execution PerformanceSimple workflowtwo weeks@QubitGroupMonday, 17 June 13
  66. 66. Closing thought@QubitGroupMonday, 17 June 13
  67. 67. Utility webForward thinking consumer-focused businesses@QubitGroupMonday, 17 June 13
  68. 68. App storesUtility webForward thinking consumer-focused businesses@QubitGroupMonday, 17 June 13
  69. 69. Experience webApp storesUtility webForward thinking consumer-focused businesses@QubitGroupMonday, 17 June 13
  70. 70. Sign up for the Forrester researchSign up here:bit.ly/qubitforrester@QubitGroupMonday, 17 June 13
  71. 71. Some Qubit research you might enjoy71bit.ly/quresearch bit.ly/qutechMonday, 17 June 13
  72. 72. ThanksFollow us @QubitGroupMonday, 17 June 13
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