The Personalization Spectrum

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Consumers expect a relevant, engaging experience. Delivering data-driven personalization from unknown visitor to known customer is the key. But how do you deliver data-driven, personalized experiences?

Adobe Director of Product Marketing Kevin Lindsay, explain how in this presentation from Adobe's New York Symposium, June 12, 2014.

Published in: Marketing, Business, Technology
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The Personalization Spectrum

  1. 1. MASTERING THE ART OF ANONYMOUS PERSONALIZATION Kevin Lindsay, Director of Product Marketing Adobe Target @kevlindsay
  2. 2. IP address Country of origin Time zone Device type Operating system Browser type Screen resolution Customer/prospect New/return visitor Previous visit patterns Previous product interests – top level Previous product interests – low level Searches Previous online purchases Previous campaign exposure Previous campaign responses CRM Call center Store sales history 3rd-party data Time of day Day of week Recency Frequency Referring domain Campaign ID Affiliate PPC Natural search Direct/bookmark Social graph/ login
  3. 3. COMING TOGETHER FOR REAL-TIME PERSONALIZATION
  4. 4. CONNECT THE DOTS PUT THE DATA TO WORKWATCH FOR SIGNALS
  5. 5. Sabrina Pasini Senior Marketing Manager American Express David Bacon Digital Marketing Strategist, Internet Sales & Operations Verizon Wireless
  6. 6. WATCH FOR SIGNALS s5 verizon
  7. 7. • • • • WATCH FOR SIGNALS
  8. 8. CONNECT THE DOTS
  9. 9. CONNECT THE DOTS LearnMore • • • •
  10. 10. PUT THE DATA TO WORK Offer:Discounted smartphones for value driven shoppers Example:Shoppers who visit our site from promo code affiliates and are shown discounted devices will convert higher Visitors from discount affiliate sites Discounted smartphones Optimized landing pages $100 off select Smartphones! Just for being a RetailMeNot.com customer. Shop Now!
  11. 11. PUT THE DATA TO WORK
  12. 12. CURRENT STATE TO30%
  13. 13. AWARDS 24%
  14. 14. CONNECT THE DOTS PUT THE DATA TO WORKWATCH FOR SIGNALS

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