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Panel discussion: Create data-driven personalised experiences at moments that matter

From the Brand marketing summit London 25th June 2019 chaired by Dave Chaffey

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Panel discussion: Create data-driven personalised
experiences at moments that matter
Hosted by by Dr Dave Chaffey, co-founder and
Content Director, Smart Insights
Brand Marketing Summit, London, 25th June, 2019
Download : www.slideshare.net/smart-insights
2
Your panelists
3
Co-founder and Editor of
SmartInsights.com - a marketing
advice community with > ½
million uniques/quarter.
Premium members in over 120
countries use our planning
guides, templates and online
courses to Plan, Manage and
Optimize their digital marketing.
We also deliver consulting and
training for members.
Digital Marketing strategist, consultant, trainer and author since ‘97
Free Basic
membership
About Dave Chaffey
and Smart Insights
4
Q. Opportunities for personalisation across complex customer journey?
Source: Smart Insights customer lifecycle guide
5
Q. Recommendations
on developing
capabilities?
Source:
Smart Insights free
benchmarking templates
6

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Panel discussion: Create data-driven personalised experiences at moments that matter

  • 1. 1 Panel discussion: Create data-driven personalised experiences at moments that matter Hosted by by Dr Dave Chaffey, co-founder and Content Director, Smart Insights Brand Marketing Summit, London, 25th June, 2019 Download : www.slideshare.net/smart-insights
  • 3. 3 Co-founder and Editor of SmartInsights.com - a marketing advice community with > ½ million uniques/quarter. Premium members in over 120 countries use our planning guides, templates and online courses to Plan, Manage and Optimize their digital marketing. We also deliver consulting and training for members. Digital Marketing strategist, consultant, trainer and author since ‘97 Free Basic membership About Dave Chaffey and Smart Insights
  • 4. 4 Q. Opportunities for personalisation across complex customer journey? Source: Smart Insights customer lifecycle guide
  • 6. 6
  • 7. 7 Q. Martech stack to best support personalization ? Download: http://bit.ly/smartdigitaltools
  • 8. 8 Martech opportunities – systems and insight Download: http://bit.ly/smartdigitaltools
  • 9. 9 Q. Integrating personalization data with 360 degree insight? Source: Roland Berger
  • 10. 10 Q. Linking structured testing and AI - where to start? Rules-based Machine-driven Agile testing 1:1 Optimisation Segmentation Segmentation Optimisation 1:1
  • 11. 11 Q. How many structured experiments does your business run each month?
  • 12. 12 The big question ‘With all the AI options available, why haven’t more e-commerce teams adopted this technology more readily?’ 55% of retailers investing in AI report substantially accelerated revenue growth Source: Oxford Economics report
  • 13. 13 Source: Smart Insights article - 5 applications of AI Q. How can AI and ML support personalization?
  • 14. 14 Q. How can AI help exploit the long tail?
  • 15. 15 Let’s Connect – Questions and discussion welcome! https://www.linkedin.com/in/davechaffey Download : www.slideshare.net/smart-insights

Editor's Notes

  1. Showing the need to integrate web experiences with other paid, owned, earned channels
  2. Session is about adding more structure and covering best practices for some of these activities