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How Social Listening can Inform Personalization Strategies

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Presented by Kathy Hecht, Chief Marketing Officer, American Greetings Interactive

Using intelligence, optimization, and cross-channel coordination drove effective program performance for American Greetings Interactive with personalized, relevant web content that allowed them to better engaged with their customers.

Published in: Business
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How Social Listening can Inform Personalization Strategies

  1. 1. Personalization, Customization and Segmentation • On a Web site, personalization is the process of tailoring pages to individual users' characteristics or preferences. • Personalization implies that the changes are based on implicit data, such as items purchased or pages viewed. • The term customization is used instead when the site only uses explicit data such as ratings or preferences • Segmentation is splitting customers into distinct groups
  2. 2. Alterian’s Engaging Times Summit 2010 Social Listening and Personalization Strategies Kathy Hecht CMO, AG Interactive
  3. 3. Why Segment? Click Here to See all the Presentations From Alterian’s Engaging Times Summit
  4. 4. …..when we buy the same product… …and we like different things
  5. 5. Evolution of Personalization Click Here to See all the Presentations From Alterian’s Engaging Times Summit
  6. 6. Stage 1 – Historical Information Traditional Funny 80% increase in sends
  7. 7. Holiday segmentation Easter Segment Passover Segment 10% lift in sends 40% lift in sends
  8. 8. Relationship segmentation Mother Segment • 16% lift Other Family Segment • 17% lift General Mother’s Day Segment • 12% lift
  9. 9. Frequency Segmentation Superficial Short List In the Middle
  10. 10. Corresponding Offers by Segment Superficial Push more connections with existing network Short Encourage importing names from other address books Middle Cross-sell other products
  11. 11. Birthday Promos for Birthday Senders Default Homepage Birthday Homepage
  12. 12. Welcome Page for First Time Visitors Default Homepage Welcome Homepage
  13. 13. Subscription Term Choice
  14. 14. Personalization Phase 2 Deliver a different experience based on who they are and what they do. Created a 67% lift in revenue per visitor for the targeted population!
  15. 15. More Places to Personalize Regular Experience: subscribe to send premium cards Low propensity Experience: download free toolbar to send premium cards
  16. 16. Personalization Stage 3 Social Click Here to See all the Presentations From Alterian’s Engaging Times Summit
  17. 17. 8,170 Followers 22,492 Followers 809 Followers 23,111 Followers
  18. 18. Alterian SM2 Reports…SENTIMENT Click Here to See all the Presentations From Alterian’s Engaging Times Summit
  19. 19. Alterian SM2 Reports…DAILY VOLUME Click Here to See all the Presentations From Alterian’s Engaging Times Summit
  20. 20. Alterian SM2 Reports…TWITTER POPULARITY Someone with a 10 star ranking has 5000+ followers! Click Here to See all the Presentations From Alterian’s Engaging Times Summit
  21. 21. Taylor Swift
  22. 22. The Concert Ticket Giveaway
  23. 23. Giving an Update and Rules Clarification
  24. 24. Evolved to Fans Talking to Each Other
  25. 25. New Product Introduction
  26. 26. Marketing Messages
  27. 27. Stages of Personalization • Based on what customers BUY • Based on what customers DO • Based on what customers SAY Click Here to See all the Presentations From Alterian’s Engaging Times Summit
  28. 28. Many more choices ahead
  29. 29. The End (actually, more like the beginning) Click Here to See all the Presentations From Alterian’s Engaging Times Summit

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