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Personalization as we know it

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2015 is considered as the year of personalization. Personalization is creating experiences on web sites or through interactive media that are unique to individuals or segments of consumers. Visitors browse through websites just as they would roam in a supermarket. They have a certain reason for visiting different pages of the site. The job of personalization systems is to predict what she’s looking for on that page and then choose the most relevant content for her.

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Published in: Data & Analytics
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Personalization as we know it

  1. 1. PERSONALIZATION AS WE KNOW IT DECEMBER 2015
  2. 2. What is web personalization? “creating experiences on web sites or through interactive media that are unique to individuals or segments of consumers.” Forrrester Research
  3. 3. Why do you need personalization? To filter the information overload on the web To provide experiences considering personal preferences To adopt to the ever changing needs of the users Need for personal experiences Demanding  consumers Information clutter
  4. 4. What’s in it for you? CONVERSIONS REVENUE LOYALTY INTERACTION
  5. 5. Which features could be personalized? Content -Texts -Elements (Visuals, Buttons etc.) - Colors Messages E-mails Promotions Product Offerings Product Recommendations Pricing Advertising
  6. 6. Which data is used to personalize the web sites? CONTEXT Weather, Location, Mood, Search Items, Categories INTERESTS Pages Browsed, Items Bought, Genres of Music, Ads Clicked DEMOGRAPHICS Age, Sex, Education, Income SOCIAL DATA Likes, Tweets, Follows, Mentions
  7. 7. What is Predictive Personalization? and targeting via scientific prediction methods Activities enabling 1-1 user analysis are called predictive personalization.
  8. 8. Why is Real Time Personalization a ‘Must’ rather than a ‘Nice to Have’? User related data; - Users’ interests - Shopping trends - Users’ life status - Users’ context (location, weather etc.) Website related data - Stock level - Product campaigns - Discounts/pricing - Product sizes - Website content - Products offered - Marketing strategy - KPIs
  9. 9. EXAMPLES OF WEB PERSONALIZATION DISCOVERED ON THE WEB, WITH PROUD
  10. 10. User Group1 sees Banner1 and Recommended Items Group1 User Group2 sees Banner2 and Recommended Items Group2 Homepage Personalization
  11. 11. Homepage Personalization Caribou keeps track of your purchases. By using this data, Caribou shows you coffee types you may like
  12. 12. Visual Content Personalization User Group1 sees page with a white background User Group2 sees page with a black background
  13. 13. Context Personalization Existing category filtering page Category filtering page personalized according to the ‘spring weather’ context
  14. 14. Personalized Offers The existing homepage Personalized discount on the most visited item Birthday gift in the form of a discount coupon 10% discount if the first- time visitor is about to leave the site
  15. 15. Personalized Real Time Product Recommendations The user is welcomed with real time and personalized recommendations. The recommendations are updated each time a new filter value is chosen.
  16. 16. Personalized Product Recommendations Similar product recommendati ons on the product pages help user discover products, more easily
  17. 17. Personalized Product Recommendations Cross-sell items help increase the order value
  18. 18. Personalized E-mail Recommendations
  19. 19. A/B Testing for a better content personalization 3 different placements of the ‘recommended content’ module: Experiment applied by the teams of Upworthy and Optimizely
  20. 20. JUMP IN THE PERSONALIZATION TRAIN NOW FOR MORE HAPPY CUSTOMERS WWW.PERZONALIZATION.COM
  21. 21. LOOKING FOR INTERESTING CONTENT ON PERSONALIZATION AND E-COMMERCE? WWW.PERZONALIZATION.COM PERZONALIZATION.COM/RESOURCES @PERZONALIZATION

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