The document discusses the importance of intelligent personalization for businesses. It notes that consumers generally prefer personalization, like being addressed by name, as long as it is not "creepy". The document outlines 7 principles of intelligent personalization: being seamless across channels, considering context, using behavioral data to create personas, being dynamic and real-time, focusing on how personalization improves the customer experience rather than just what is personalized, and making personalization invisible rather than overtly promotional. Examples are given of how Amazon and Netflix exemplify these principles through highly personalized recommendations and experiences.

1. Beyond the Basics:
Why Consumers Are Demanding
Intelligent Personalisation
Kristian Bannister | Senior Marketing Manager at Pure360 |
www.pure360.com

2. About Pure360
Marketing technology
● Email marketing
● Personalisation
● Behavioural targeting
Established in 2001
Trusted by 1000s of brands

3. What I’ll cover today...
● The current state of personalisation
● Why brands need to prioritise personalisation
● 7 principles of intelligent personalisation
● Examples of intelligent personalisation in
action

4. The ‘creepy factor’
What do consumers think about personalisation?

5. We asked 2,000 people how they’d react to
the following personalisation tactics in
marketing...

6. YouGov Survey Results
Would you engage with
marketing communications
that addressed you by your
first name?

7. YouGov Survey Results
Would you engage with
marketing communications
that used personal details
e.g. your birthday in the
subject line?

8. YouGov Survey Results
Would you engage with
marketing communications
that included an offer that is
interesting to you?

9. What does this mean?

10. Rethink why and how we do personalisation

11. Why prioritise personalisation?
88%
of people prefer
shopping with retailers
who offer personalised
cross-channel
experiences.
SWIRL NETWORKS

12. Why prioritise personalisation?
88%
of people prefer
shopping with retailers
who offer personalised
cross-channel
experiences.
93%
of companies see an
uplift in conversion
rates using
personalisation.
ECONSULTANCYSWIRL NETWORKS

13. Why prioritise personalisation?
Win Win

14. Two giants who prioritised personalisation

15. “If we have 4.5 million customers,
we shouldn’t have one store. We
should have 4.5 million stores.”
JEFF BEZOS, Founder and CEO of Amazon

16. “If we have 4.5 million customers,
we shouldn’t have one store. We
should have 4.5 million stores.”
JEFF BEZOS, Founder and CEO of Amazon
From an interview in 1998!

17. If Netflix stopped at basic personalisation
They got my
name right
Same content
for everyone

18. Highly personalised
recommendations
Contextualised

19. Personalisation is integral to the
experience and adds value.
User: Find their next favourite show
Netflix: Keep people subscribed

21. Personalisation is not just a
marketing priority…
...it’s a business priority.

22. The business case
Increase
conversion rates
Increase average
order values
Improve
marketing ROI
Increase
customer lifetime
value
Our customers average 22% more online revenue
with cross-channel personalisation

23. Think like Amazon. Think like Netflix.

24. Personalisation is an investment in
creating better customer
experiences…
More revenue is a by-product.

25. 7 Principles of Intelligent Personalisation

26. #1 Seamless

27. The customer journey is not linear

28. Personalisation can’t sit in silos

29. At a minimum:
● Multiple visits
Travel path to purchase
The average person:
● Visit 38 websites
● Spends 30 hours
● Over a 5 week period
ECONSULTANCY
EXPEDIA

30. At a minimum:
● Multiple visits
● Cross-device

31. At a minimum:
● Multiple visits
● Cross-device
● Cross-channel
Email Website

32. At a minimum:
● Multiple visits
● Cross-device
● Cross-channel
Next-level:
● In-store transactions

33. #2 Contextual

34. When personalisation doesn’t consider context

35. The customer’s context
● Demographics
● Location
● Device
● Time of day, day of week
● Seasonal
● Customer journey position
● Satisfaction

36. The customer’s context
● Demographics
● Location
● Device
● Time of day, day of week
● Seasonal
● Customer journey position
● Satisfaction
Your products/services
● Motivation: Desire or necessity
● Likelihood of repurchase
● Price
● How and when they’re used

37. Replenishment emails
● Already purchased
● Likely to purchase again
● Doesn’t want to go without
● Average replenishment after 20 weeks

38. #3 Behavioural

39. Demographic based personas
● Age
● Gender
● Marital status
● Children
● Location
● Occupation
● Household income
● Education
● Work experience

40. Demographic based personas
● Age
● Gender
● Marital status
● Children
● Location
● Occupation
● Household income
● Education
● Work experience
Behavioural based personas
● Customer journey stage
● Customer lifetime
● Frequency of purchase
● Satisfaction
● Marketing engagement
● Price sensitivity

41. Demographic based personas
Who
Behavioural based personas
Who does what
when they do it
and why

42. Hesitant
VIP
Lapsed
Yet to make a purchase
Price sensitive
Timed coupon
Browse/cart abandonment email
Very responsive to marketing
Impulse buyer
Exclusive sale access
Post-purchase upsell
Hasn’t purchased in a while
Unresponsive to marketing
‘We miss you’ discount
Behaviour Offer

43. Land CartBrowse Abandon Buy
Trending
products
Personalised
homepage
banners
Replenishment
Exit Intent Pop-
over
User Generated
Content
Cart
Abandonment
email
2nd purchase
discount
Personalised recs
Individual
coupons
Post sale trigger
Browse
Abandonment
Cross-sell
recommendations
Up-sell
recommendations
Price-drop alert /
back in stock
alerts
Replenishment
Customerlifecyclestage
Email
Social Proof
Live recs
Live coupons
Hesitant
VIP
Lapsed

44. #4 Real-time

45. React in a split second as if we’re
talking to a customer face-to-face

46. Real-time
behaviour
Historical
behaviour
Wisdom of
the crowd
Right
message,
content and
experience
Understand, react and optimise journeys in real-time

47. #5 Dynamic

48. Be ready for change

51. #6 Think ‘How’ not just ‘What’

54. What: Cheap flights to Orlando
Young family Family with teenagers,
thriller seekers
Romantic break

55. #7 Invisible

56. It’s not about showing off your ability to track every move…

57. Make it integral to
your entire
customer experience

58. “If we have 4.5 million customers,
we shouldn’t have one store. We
should have 4.5 million stores.”
JEFF BEZOS, Founder and CEO of Amazon

59. Rethinking the homepage
Personalised navigation bar
Real-Time banners based on local weather
forecasts
Recommendations based on previously
browsed or people like you buy....
Real-time offers based on past purchases
Call to actions based on customer lifecycle

60. 7 Principles of Intelligent Personalisation
1. Seamless
2. Contextual
3. Behavioural
4. Real-time
5. Dynamic
6. Think ‘How’ not just ‘What’
7. Invisible

61. Thank you
Kristian Bannister | Senior Marketing Manager at Pure360 |
www.pure360.com