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PERSONALIZATION
AS WE KNOW IT
DECEMBER 2015
What is web personalization?
“creating experiences on web sites or through
interactive media that are unique to individuals or
segments of consumers.”
Forrrester Research
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
What’s in it
for you?
CONVERSIONS
REVENUE
LOYALTY
INTERACTION
Which features could be
personalized?
Content
-Texts
-Elements
(Visuals, Buttons etc.)
- Colors
Messages
E-mails
Promotions
Product Offerings
Product
Recommendations
Pricing
Advertising
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
What is Predictive Personalization?
and targeting via scientific prediction methods
Activities enabling 1-1 user analysis
are called predictive personalization.
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
EXAMPLES OF WEB
PERSONALIZATION
DISCOVERED ON THE WEB,
WITH PROUD
User Group1 sees Banner1
and Recommended Items Group1
User Group2 sees Banner2
and Recommended Items Group2
Homepage Personalization
Homepage Personalization
Caribou keeps
track of your
purchases.
By using this
data, Caribou
shows you
coffee types
you may like
Visual Content Personalization
User Group1 sees page with
a white background
User Group2 sees page with
a black background
Context Personalization
Existing category
filtering page
Category filtering page
personalized according to the
‘spring weather’ context
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
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.
Personalized Product
Recommendations
Similar
product
recommendati
ons on the
product pages
help user
discover
products, more
easily
Personalized Product
Recommendations
Cross-sell
items help
increase the
order value
Personalized E-mail
Recommendations
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
JUMP IN THE
PERSONALIZATION TRAIN
NOW
FOR MORE
HAPPY CUSTOMERS
WWW.PERZONALIZATION.COM
LOOKING FOR INTERESTING CONTENT ON
PERSONALIZATION AND E-COMMERCE?
WWW.PERZONALIZATION.COM
PERZONALIZATION.COM/RESOURCES
@PERZONALIZATION

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