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Online Experience Personalisation
Oren Cohen
Optimizely
@o_cohen !
#PRWDReveal!
How People Imagine Their Conversion Funnel
Personalisation the Wrong Way
@o_cohen !
#PRWDReveal!
Personalisation the Right Way
@o_cohen !
#PRWDReveal!
The Disconnected Data Desert!
The Analytics Swamp!
The Mountains of Development Work!
The Cliffs of Uncertainty!
Getting Started with
Website Personalisation
80/20 RULE
@o_cohen !
#PRWDReveal!
3 Personalisation Attribute Types
Contextual Demographic Behavioural
@o_cohen !
#PRWDReveal!
Contextual
Indicates a current state,
but changes over time
@o_cohen !
#PRWDReveal!
Demographic
Based on an individual’s
personal attributes
@o_cohen !
#PRWDReveal!
Behavioural
Grouping based on current
or past behaviour
@o_cohen !
#PRWDReveal!
3 Personalisation Attribute Types
Contextual Demographic Behavioural
@o_cohen !
#PRWDReveal!
+123%
Clicks!!
Original - No Personalisation Variation - Targeted for Healthcare
Demographic
+19%
Sign-Ups!!
Contextual
@o_cohen !
#PRWDReveal!
+37%
Sign-Ups!!
Behavioural
@o_cohen !
#PRWDReveal!
Personalisation the Right Way
@o_cohen !
#PRWDReveal!
@o_cohen !
#PRWDReveal!
@o_cohen !
#PRWDReveal!
Visual Tagging!
Instrument behavior
without code!
Tracking APIs!
Capture events & tags!
programmatically!
User Lists!
Uplo...
@o_cohen !
#PRWDReveal!
Audience Explorer!
Explore your data
and discover patterns!
Recommended Audiences!
Predictive analytics surfaces
interesti...
@o_cohen !
#PRWDReveal!
@o_cohen !
#PRWDReveal!
@o_cohen !
#PRWDReveal!
5%! 95%!
A! B!
A! B!
A! B!
Measure Lift!
Learn which changes work,
measure your impact!
Stats Engine!
Personalize with the!
confidence of an AB test!
...
…but there’s hope!
@o_cohen !
#PRWDReveal!
Go	
  To:	
  www.op)mizely.com/Personaliza)on	
  
PRWD Reveal 2015: Online Experience Personalisation - Oren Cohen
PRWD Reveal 2015: Online Experience Personalisation - Oren Cohen
PRWD Reveal 2015: Online Experience Personalisation - Oren Cohen
PRWD Reveal 2015: Online Experience Personalisation - Oren Cohen
PRWD Reveal 2015: Online Experience Personalisation - Oren Cohen
PRWD Reveal 2015: Online Experience Personalisation - Oren Cohen
PRWD Reveal 2015: Online Experience Personalisation - Oren Cohen
PRWD Reveal 2015: Online Experience Personalisation - Oren Cohen
PRWD Reveal 2015: Online Experience Personalisation - Oren Cohen
PRWD Reveal 2015: Online Experience Personalisation - Oren Cohen
PRWD Reveal 2015: Online Experience Personalisation - Oren Cohen
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PRWD Reveal 2015: Online Experience Personalisation - Oren Cohen

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This is Oren Cohen's presentation at PRWD Reveal Online 2015.

Head of Mobile EMEA for Optimizely Oren Cohen discusses how to do personalisation the right way to help boost your online performance. Oren also provides a quick runthrough of Optimizely's new personalisation tool so that you can see the impact personalisation can have on your KPIs.

PRWD Reveal is a one day conference that shows you how to implement a robust growth strategy which can deliver major uplifts in sales revenue and profitability, as well as changing the way you develop your brand, innovate your offering and redesign your website.

Published in: Marketing
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PRWD Reveal 2015: Online Experience Personalisation - Oren Cohen

  1. 1. Online Experience Personalisation Oren Cohen Optimizely
  2. 2. @o_cohen ! #PRWDReveal!
  3. 3. How People Imagine Their Conversion Funnel
  4. 4. Personalisation the Wrong Way @o_cohen ! #PRWDReveal!
  5. 5. Personalisation the Right Way @o_cohen ! #PRWDReveal!
  6. 6. The Disconnected Data Desert!
  7. 7. The Analytics Swamp!
  8. 8. The Mountains of Development Work!
  9. 9. The Cliffs of Uncertainty!
  10. 10. Getting Started with Website Personalisation
  11. 11. 80/20 RULE @o_cohen ! #PRWDReveal!
  12. 12. 3 Personalisation Attribute Types Contextual Demographic Behavioural @o_cohen ! #PRWDReveal!
  13. 13. Contextual Indicates a current state, but changes over time @o_cohen ! #PRWDReveal!
  14. 14. Demographic Based on an individual’s personal attributes @o_cohen ! #PRWDReveal!
  15. 15. Behavioural Grouping based on current or past behaviour @o_cohen ! #PRWDReveal!
  16. 16. 3 Personalisation Attribute Types Contextual Demographic Behavioural @o_cohen ! #PRWDReveal!
  17. 17. +123% Clicks!! Original - No Personalisation Variation - Targeted for Healthcare Demographic
  18. 18. +19% Sign-Ups!! Contextual @o_cohen ! #PRWDReveal!
  19. 19. +37% Sign-Ups!! Behavioural @o_cohen ! #PRWDReveal!
  20. 20. Personalisation the Right Way @o_cohen ! #PRWDReveal!
  21. 21. @o_cohen ! #PRWDReveal!
  22. 22. @o_cohen ! #PRWDReveal!
  23. 23. Visual Tagging! Instrument behavior without code! Tracking APIs! Capture events & tags! programmatically! User Lists! Upload audiences from! any source! Integrations! Import/export audiences with one click! @o_cohen ! #PRWDReveal!
  24. 24. @o_cohen ! #PRWDReveal!
  25. 25. Audience Explorer! Explore your data and discover patterns! Recommended Audiences! Predictive analytics surfaces interesting segments! @o_cohen ! #PRWDReveal!
  26. 26. @o_cohen ! #PRWDReveal!
  27. 27. @o_cohen ! #PRWDReveal!
  28. 28. @o_cohen ! #PRWDReveal!
  29. 29. 5%! 95%!
  30. 30. A! B!
  31. 31. A! B!
  32. 32. A! B!
  33. 33. Measure Lift! Learn which changes work, measure your impact! Stats Engine! Personalize with the! confidence of an AB test! @o_cohen ! #PRWDReveal!
  34. 34. …but there’s hope!
  35. 35. @o_cohen ! #PRWDReveal!
  36. 36. Go  To:  www.op)mizely.com/Personaliza)on  

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