Personalisation for the 21st century marketer
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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 ...

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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  • 1. Personalisation for the21st century marketerIan McCaig@QubitGroupMonday, 17 June 13
  • 2. UnderstandvisitorsBreak downIT barriersPersonalisewebsitesWhat we do@QubitGroupMonday, 17 June 13
  • 3. Digital marketing: Ad tech made optimisation pretty easy3Digital marketing AD tech +ROISearchDisplayEmailSocialMonday, 17 June 13
  • 4. Conversions have now got a whole lot more important4CPC Growth+288%2005-2010Monday, 17 June 13
  • 5. Driving conversions isn’t always easy@QubitGroupMonday, 17 June 13
  • 6. Impossible to beat amazonMonday, 17 June 13
  • 7. CoachReturning customerFirst timerThree types of boxerMonday, 17 June 13
  • 8. First timer: browsing aimlessly, nothing in basketBest sellersMonday, 17 June 13
  • 9. Returning customer: specific search or logged inwelcome backYour recommendationsMonday, 17 June 13
  • 10. Coach: multiples of same item in basketPunch bag details:----Item added:You’re £34 awayfrom 15%discountMonday, 17 June 13
  • 11. 52% agree that ‘the abilityto personalise web contentis fundamental to theironline strategy’Source: Econsultancy 2013@QubitGroupMonday, 17 June 13
  • 12. 72% agree they‘understand importanceof personalisation, butdon’t know how to do it’Source: Econsultancy 2013@QubitGroupMonday, 17 June 13
  • 13. KeyproductsBestsellerSpecialofferWhat is personalisation?LateststockImpulseproductsMonday, 17 June 13
  • 14. Website personalisation is...Messaging Offers AnnouncementsTheme and layout Recommendations Widgets@QubitGroupMonday, 17 June 13
  • 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. Optimising all your different technologies as wellRecommendationsLive helpMerchandisingReviews Retargeting@QubitGroupMonday, 17 June 13
  • 17. Modern businessesshould be able to enjoy 10%conversion rates@QubitGroupMonday, 17 June 13
  • 18. Which businessesare thinking like this?@QubitGroupMonday, 17 June 13
  • 19. Data drivenCreating new a heartaround digitalFacebook/Google/ApplegenerationForward thinking consumer-focused businessesMonday, 17 June 13
  • 20. Data drivenCreating new a heartaround digitalFacebook/Google/ApplegenerationForward thinking consumer-focused businessesMonday, 17 June 13
  • 21. Data drivenCreating new a heartaround digitalFacebook/Google/ApplegenerationForward thinking consumer-focused businessesMonday, 17 June 13
  • 22. Delivering personalisationin six steps@QubitGroupMonday, 17 June 13
  • 23. 1. Choosing the rightmix of technologies@QubitGroupMonday, 17 June 13
  • 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. The technologies needed for personalisationData structuringand collectionInsight andanalyticsWidgetsand appsMessaging,personalisationplatformTesting@QubitGroupMonday, 17 June 13
  • 26. Penetration of Analytics99%AnalyticsDoes not use analyticsAnalyticsWithoutWith@QubitGroupQubit research on technology adoption in travel and retailMonday, 17 June 13
  • 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. 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. 2. Getting the rightskills in house@QubitGroupMonday, 17 June 13
  • 30. Businesses used to have a head of electricity...Monday, 17 June 13
  • 31. Building an organisation for the futureDevelopment@QubitGroupMonday, 17 June 13
  • 32. DevelopmentDigitalMarketingBuilding an organisation for the future@QubitGroupMonday, 17 June 13
  • 33. DevelopmentAcquisitionMerchandisingRetentionBuilding an organisation for the future@QubitGroupMonday, 17 June 13
  • 34. DevelopmentAcquisitionMerchandisingRetentionAnalyst /Data ScientistAgencyBuilding an organisation for the future@QubitGroupMonday, 17 June 13
  • 35. It can help your business work more efficientlyDevelopmentAnalyst /Data ScientistAgencyMerchandisingOptimisationRetention@QubitGroupMonday, 17 June 13
  • 36. the shortage in data scientists by2017190KNew skills are in demand@QubitGroupMonday, 17 June 13
  • 37. CMOs need to become CMIOs!@QubitGroupFuture CMOUses tech as amust have toolPresent CMO CIOMonday, 17 June 13
  • 38. 3. Collectingthe right data@QubitGroupMonday, 17 June 13
  • 39. Visitor behaviour has changed; traditional tools don’t workThen: The purchasefunnelNow: The custumerdecision journeyAwarenessFamiliarityConsiderationPurchaseLoyaltyEvaluateCommitExperienceConsider BuyInteresttriggerDecisiontrigger@QubitGroupMonday, 17 June 13
  • 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. Universal Variable: data collection for the 21st century marketer@QubitGroupMonday, 17 June 13
  • 42. 4. Finding insightsyou can act on@QubitGroupMonday, 17 June 13
  • 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. 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. Chrome users are the most pricesensitive - they’re 7% more likelyto complain about price!Browser@QubitGroupQubit research, 2013Monday, 17 June 13
  • 46. Browser insightsInternet Explorer users are muchmore likely to convert than otherbrowser usersQubit research, 2013@QubitGroupMonday, 17 June 13
  • 47. 5. Deliveringpersonalisations@QubitGroupMonday, 17 June 13
  • 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. 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. Act quickly@QubitGroupMonday, 17 June 13
  • 51. 51Monday, 17 June 13
  • 52. 6. Measure performance@QubitGroupMonday, 17 June 13
  • 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. A need for constant measurement@QubitGroupMonday, 17 June 13
  • 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. Worked example@QubitGroupMonday, 17 June 13
  • 57. biceps@QubitGroupMonday, 17 June 13
  • 58. bicepsBehavioural dataInsightContentExecutionPerformanceSimple workflow@QubitGroupMonday, 17 June 13
  • 59. French Connection@QubitGroupMonday, 17 June 13
  • 60. Behavioural data@QubitGroupMonday, 17 June 13
  • 61. InsightPaid and natural search had low conversions and complained about price@QubitGroupMonday, 17 June 13
  • 62. ContentAn on-page message layerA simple messageencouraging this segmentto buy and experiment withFCUK products.@QubitGroupMonday, 17 June 13
  • 63. ExecutionThe message was served to all visitors on paid and natural search@QubitGroupMonday, 17 June 13
  • 64. Performance7.3%conversion uplift@QubitGroupMonday, 17 June 13
  • 65. Simple workflowBehavioural data Insight Content Execution PerformanceSimple workflowtwo weeks@QubitGroupMonday, 17 June 13
  • 66. Closing thought@QubitGroupMonday, 17 June 13
  • 67. Utility webForward thinking consumer-focused businesses@QubitGroupMonday, 17 June 13
  • 68. App storesUtility webForward thinking consumer-focused businesses@QubitGroupMonday, 17 June 13
  • 69. Experience webApp storesUtility webForward thinking consumer-focused businesses@QubitGroupMonday, 17 June 13
  • 70. Sign up for the Forrester researchSign up here:bit.ly/qubitforrester@QubitGroupMonday, 17 June 13
  • 71. Some Qubit research you might enjoy71bit.ly/quresearch bit.ly/qutechMonday, 17 June 13
  • 72. ThanksFollow us @QubitGroupMonday, 17 June 13