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2017 Imperative: Mastering AIDriven Personalization

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Watch this #CCSeries webinar on-demand: http://rtou.ch/2mG4CP6

Artificial intelligence is being widely talked about in e-Commerce circles these days. But what does this really mean to consumer-facing brands? Hear case studies from brands that are leap frogging testing and segmentation strategies by employing true 1-to-1 personalization, powered by AI, to create individualized customer experiences. Join Adam Litle of Monetate to discuss real-life examples and successes. You will learn:

How leading retailers are experiencing significant conversion lifts and increased revenue by by using Artificial Intelligence;
How and why results gained from AI-Driven Personalization surpass those of testing and segmentation approaches;
How AI can enable 1-to-1 personalization that delivers incredibly engaging customer experiences that inspire loyal, lasting relationships; and
How AI can help educate your team with insight about your customers.

Published in: Retail
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2017 Imperative: Mastering AIDriven Personalization

  1. 1. #CCSeries 2017 Imperative: Mastering AI- Driven Personalization SPONSORED BY:
  2. 2. #CCSeries Follow this event on LinkedIn & Twitter #CCSeries Retail Touchpoints: @RTouchPoints Adam Blair: @adamblair29 Club Monaco: @clubmonaco Zachary Martz: @Zamartz Monetate: @monetate Adam Litle: @LitleAdam
  3. 3. #CCSeries Questions, Tweets & Resources Submit your questions here Download today’s resources Join the conversation #CCSeries
  4. 4. #CCSeries How Are We Doing?
  5. 5. #CCSeries About Retail TouchPoints ü Launched in 2007 ü Over 30,000 retail subscribers ü To provide executives with relevant, insightful content across a variety of digital medium Sign up for our weekly newsletter: www.retailtouchpoints.com/subscribe
  6. 6. #CCSeries Panelists MODERATOR: Adam Blair Executive Editor Retail TouchPoints Zachary Martz Project Manager, Digital Products & Enhancements, Club Monaco @Zamartz Adam Litle, VP, Sales, North America, Monetate @LitleAdam
  7. 7. Mastering AI Driven Personalization A 2017 Imperative
  8. 8. Thank you for joining us Adam Litle Monetate Zachary Martz Club Monaco
  9. 9. 1 Homogenous Design Some creative for everyone Segmentation Micro-Segmentation Individual Design Develop different creative treatments for large groups Develop different creative for small groups with like characteristics Unique creative for each person Cost: Audience: Creative: Personalization paradox
  10. 10. 1 Individual Decisions, not Individual Creative = 1:1
  11. 11. The AI Imperative
  12. 12. 1
  13. 13. Why machine learning and why now? Club Monaco ‣ Our testing and segmentation programs have succeeded, but we used AI to optimize even more ‣ Monetate is key in our stack to offer a 1-to-1 customer experience ‣ Retail is highly competitive. We are excited to provide more 1-to-1 experiences before others in our industry
  14. 14. Product page recommendations: Impressive results with multiple goal metrics in the first month of use Club Monaco Why: Increase revenue per session What: PDP recommendations with 4 different algorithms +4.9% Revenue Per Session LiftResults: Lift based on 1:1 Decision vs. Randomized Decision
  15. 15. Email sign-up: Impressive results with multiple goal metrics in the first month of use Club Monaco Why: Increase email sign-up rate What: 3 different email sign-up modals and messaging +73.9% Email sign-up liftResults: Lift based on 1:1 Decision vs. Randomized Decision
  16. 16. Club Monaco expands its use of machine learning Club Monaco ‣ Keep everything running: the longer the algorithms run, the better they perform ‣ Optimize the entire funnel: run multi-page journeys to optimize every stage ‣ Run cross-channel journeys: work with Monetate on expanding across channels
  17. 17. How it works EXPERIENCE ALTERNATIVES PERFORMANCE Additional Profit, Revenue, LTV, Conversion INSIGHT Correlated attributes from model-driven decisions ANALYTICSGOALS GOALS • Max Revenue • Max Conversion • Max Engagement CUSTOMER CONTEXT Continuous Learning Machine Learning
  18. 18. Updating our prediction about the best alternative to show an individual Dynamic, real-time models Seattle Researched Women’s Shoes Mobile Visitor Clicked on Technical Ad Weeknight Visitor Unresponsive in Email ALTERNATIVE A -0.8 +1.1 +0.5 +1.4 +0.2 +0.9 +.0.1 -0.2 ALTERNATIVE CALTERNATIVE B +1.3 +0.3 +0.7 +0.9 Alt B Alt A: +2.2 COMBINED ALT: Alt B: +3.2 Alt C: +1.0 B is best for this context
  19. 19. Current state of personalization Rules-based, single channel Machine-driven, omnichannel Agile testing on web Segmentation Optimization 1:1
  20. 20. 1:1 evolution
  21. 21. 1 Your customers are diverse. Let them be.
  22. 22. #CCSeries Please Share Your Feedback
  23. 23. #CCSeries Q&A // Panelists MODERATOR: Adam Blair Executive Editor Retail TouchPoints Zachary Martz Project Manager, Digital Products & Enhancements, Club Monaco @Zamartz Adam Litle, VP, Sales, North America, Monetate @LitleAdam
  24. 24. #CCSeries Thanks for attending PLEASE JOIN US FOR OUR NEXT SESSION: Today at 2PM ET / 11AM PT

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