1. Personalisation of Anonymous visitors

2. About Us
Associate Director
Client Solutions
Jason Fonseca
Digital Marketing &
Optimisation Specialist
Ady Porter
Performance
Media &Analytics
Drew Ascough

3. DataTechnology Agility
Enterprise marketing
tech implementations
Technology
evaluation & selection
Technology strategy
& architecture
Use case identification
& alignment
Data Strategy
Data sharing & democratisation
Data monetization
Onsite Analytics
Enterprise data management
Onsite realtime personalisation
Cross channel coordination
Single customer view
ROI framework development
Customer journey mapping
Team enablement
& training
Process & methodology
development
Enterprise scale strategy
Documentation
& best practice
Personalisation

5. Personalisation

6. Segment
New Visitors
Location Time/Day
Campaign Referrer
Returning Visitors
On-site search
Abandon Cart
Micro behaviours

7. Action

8. Measure
Segment
CR
(Flight Booking Search)*
Uplift in conversion
vs.New Visitor *
New Visitor 5.00%
VFF member 10.00% 5.00%
Post Search TriangleAU 11.00% 6.00%
Post Search LeisureAU 12.00% 7.00%
Post Purchase> 2 13.00% 8.00%
Post Purchase< 2 14.00% 9.00%
* not actual results

9. Platforms
1
Analytics
2
Segmentation
3
Optimisation
4
Cross Channel
Marketing

10. OrganisationalChange
Creating a
business case
Educating
stakeholders
Upskilling
team
Building
a team

11. PersonalisationMaturity
Capability
Performance
Start
• Targeting based on
single dimension
Build
• Targeting
based on
multiple visitor
traits/segments
• Multiple locations
Agile
• Integration of 1st
, 2nd
and 3rd
party data
• Complex segments
• Display ad targeting
• Testing and iteration
Recurring
• Persona based
targeting
• High/low value
customers
• Propensity modelling
• Lead scoring
Predictive
• Predictive analytics
• Clustering
• Complex lead
scoring/propensity
models

12. Customer Centric Architecture
CMS
Marketing
Automation
Analytics
Content
& Assets
Contact Profile
Attributes
Content
Usage
Customer data
OptimisationDMP
Online
Customer
Segment
Content & Assets
Paid Media
Web Profile
& Behavior
Behavioural
Customer Data CRM
Social
Search

13. Where to next?