Making Personalization Real Webinar

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Siteworx' Vice President of Business Development Beau Brewer and Vice President of Marketing Patricia Mejia discuss how to leverage Web personalization solutions to increase sales, improve customer experience and achieve measurable ROI.

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  • Patricia
  • PatriciaVerbally – and consumers want it! Only time they start to get a bit freaked out is when you start to follow them from one website to another.
  • PatriciaVerbally: you lovely people have all joined the call, so you understand how key personalization is to your business, but are you in the mainstream? Absolutely – 5th highest priority and 1st among what you might call “new technology” if we can agree that Social Media has gone completely mainstream at this point.
  • PatriciaVerbally: but I would argue that this single bar doesn’t tell the whole story. If you consider that behavioral advertising is just a way of personalizing your content a different way—and for media and advertising driven sites, this is actually exactly website personalization …
  • PatriciaVerbally: In fact, if we consider the use case of personalizing your landing page for customers based on search key words, we can see a clear overlap with the top-three priorities. After all, if you’re spending 50% of your budget on search keywords and almost as much on converting traffic once it arrives, personalization bridges the “bounce rate” gap between buying traffic or attracting visitors to your site and getting them into the conversion funnel.
  • BeauVerbally: We can refine that further – if you can personalize the ongoing experience, then you get more people into your conversion funnel. What do we mean by that? We mean tracking what kinds of pages people visit and starting to tailor your calls to action to those interests.
  • Verbally: In fact, that’s not the whole story either because once you’ve converted a visitor, that’s just opening the door to cross-sell and upsell—either in that visit or in the subsequent visits.One thing to keep in mind—this can apply even if you’re not an e-tailor. For example, B2B – since you lovely people have attended this webinar, we might take the opportunity to send you a white paper about personalization in a month. In hospitality, if we know that you’ve booked all warm-weather resorts on weekends, we’ll serve you warm-weather vacation promotions rather than a discount on conferences in Denver.
  • BeauRoughly 50% of the respondents did have a positive measurable result and another 45% of the respondents didn’t blame personalization itself, but the data that they had available.
  • BeauVerbally: transition – now that we know we’re talking about segmentation, what kind segmentation can we identify and how valuable is each type of segmentation?
  • BeauVerbally: which leads us to the reasons why personalization isn’t already ubiquitous. After all, it’s clearly valuable, it can have positive impact, it’s basically segmentation ROI – this just means they didn’t see this webinarSecurity and privacy concerns – sure if you’re in healthcare and you have HIPPA compliance issues, you shouldn’t personalize. No argument. But in most other cases, as we saw earlier, customers want and in some cases expect personalization. And while I don’t have data to back this up, you’ve got to think with demographic shifts that the facebook generation that’s all about sharing will be more and more OK with personalization.Unfamiliar with tech – didn’t see the 2nd half of this webinar
  • BeauVerbally: which leads us to the reasons why personalization isn’t already ubiquitous. After all, it’s clearly valuable, it can have positive impact, it’s basically segmentation ROI – this just means they didn’t see this webinarSecurity and privacy concerns – sure if you’re in healthcare and you have HIPPA compliance issues, you shouldn’t personalize. No argument. But in most other cases, as we saw earlier, customers want and in some cases expect personalization. And while I don’t have data to back this up, you’ve got to think with demographic shifts that the facebook generation that’s all about sharing will be more and more OK with personalization.Unfamiliar with tech – didn’t see the 2nd half of this webinar
  • BeauVerbally: This third point is about maximizing the bang for your buck. In crafting your personalization strategy, you have to balance your 5th point – it takes a lot of touches and web is only one, so ideally in B2B and high dollar B2C, you want to integrate with your CRM so you can capture and correlate information from not only web traffic, but also email and sales calls, etc.
  • Making Personalization Real Webinar

    1. 1. Making Personalization Real:Delivering the Right Message to the Right AudienceFebruary 15, 2012PRESENTED BY 1
    2. 2. Introductions Beau Brewer Vice President of Business Development, Siteworx Beau Brewer is the VP of Business Development Siteworx, where he oversees strategic alliances and partners with the Siteworx Sales, Marketing and Client Management teams to build scalable, repeatable business development processes. This wide-ranging area of responsibility gives Beau insight into trends, shifts, and points of difference across many complementary software categories, including WCM, enterprise search, online analytics, eCommerce, and social media. By working with established software companies as well as tracking cutting-edge new innovators, Beau enables Siteworx’ delivery teams and clients with relevant and timeline insight to make the best forward-looking technology decisions. Patricia Mejia Vice President of Marketing, Siteworx Patricia Mejia has more than 15 years of experience helping public, private and not-for-profit organizations improve the quality, consistency and clarity of their marketing and communications. Patricia is passionate about all topics related to interactive marketing (social media, search engine optimization, mobile, etc.), as well as the more technical components of marketing and sales, such as marketing automation and CRM. At Siteworx, Patricia is responsible for marketing, public relations, and analyst relations. 2
    3. 3. AgendaPersonalization DefinedHow Consumers and Marketers View PersonalizationAchieving ROI from Personalization Investments5 Types of Personalization with Case ExamplesPersonalization Product DemonstrationTips for SuccessQuestions 3
    4. 4. Siteworx OverviewAward-Winning Interactive AgencySpecialize in WCM/CMS, Search, and AnalyticsExpertise in Leading Analytics and Customer Experience Management SolutionsStrong Qualifying Track Record for Financial, Media and NonprofitReston, VA Atlanta, GA New York, NY Rochester, NY Raleigh, NC Chicago, IL703.964.1700 404.736.6980 917.477.7346 585.487.8291 919.371.2420 312.981.0405 4
    5. 5. What is Personalization?Creating experiences on websites or throughinteractive media that are unique to individuals orsegments of consumers. – Forrester Research 5
    6. 6. Consumer Perception of Personalization Positive Responses to Personalization by Data Source Loyalty Program Data 66.0% Past Purchasing 50.0% On-Site Browsing 50.0%Multichannel Interactions 42.0% Off-Site Browsing 31.0% Source: eMarketer, June 2011 6
    7. 7. Focus of Online Marketing Budget in 2011 Search/keywordsWebsite creation/optimization Converting traffic Social Media Website personalization Online video Mobile Banner ads Behavioral advertising Rich media Podcasts/webcasts No budget 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Source: Maxymiser Survey, Sept 2010 7
    8. 8. Focus of Online Marketing Budget in 2011 Search/keywordsWebsite creation/optimization Converting traffic Social Media Website personalization Online video Mobile Banner ads Behavioral advertising Rich media Podcasts/webcasts No budget 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Source: Maxymiser Survey, Sept 2010 8
    9. 9. Focus of Online Marketing Budget in 2011 Search/keywordsWebsite creation/optimization Converting traffic Social Media Website personalization Online video Mobile Banner ads Behavioral advertising Rich media Podcasts/webcasts No budget 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Source: Maxymiser Survey, Sept 2010 9
    10. 10. Achieving ROI with Personalization Attracting Visitors: Paid Search, SEO, Social Media Retaining Visitors: Personalization of Initial Experience Engaging Visitors: Personalization of Ongoing Experience Converting Visitors: Optimization 10
    11. 11. Achieving ROI with Personalization 11
    12. 12. Achieving ROI with Personalization Percentage of Respondents Highly effective and measurable ROI Better response rate than mass-market Would be better with more relevant data Response has been marginal Converting Visitors: Optimization Source: EPiServer ―2011 Personalization Survey‖ May 2011 12
    13. 13. Types of Personalization 13
    14. 14. Case Example 14
    15. 15. Types of PersonalizationBrowserGeographyDemographicProfileBehavioral 15
    16. 16. Types of PersonalizationBrowserGeographyDemographicProfileBehavioral 16
    17. 17. Types of PersonalizationBrowserGeographyDemographicProfileBehavioral 17
    18. 18. Types of PersonalizationBrowserGeographyDemographicProfileBehavioral 18
    19. 19. Types of PersonalizationBrowserGeographyDemographicProfileBehavioral 19
    20. 20. Why it Works? ―… one of the most potent of weapons of influence around us— the rule of reciprocation.Living Social The rule says that we should try toand the Rule of repay, in kind, what another personReciprocation has provided for us.‖ - Robert B. Cialdini, Ph.D., ―Influence: The Psychology of Persuasion‖ 20
    21. 21. Case Example 21
    22. 22. 22
    23. 23. 23
    24. 24. 24
    25. 25. Obstacles to Personalization• Inexperience with personalization• Uncertain ROI• Security and privacy concerns• Internal barriers to communication• Unclear ownership• Lack of internal support• Unfamiliar with current technology 25
    26. 26. Adobe Demo• During the presentation, we showed a live scenario of Adobe at this time. 26
    27. 27. Tips for Success• Deploy quickly and improve over time• Leverage search behavior as key input• Respond to small behaviors as well as big signs• Allow technology to do most of the work• Incorporate across channels 27
    28. 28. Making Personalization Real1. Identify actionable segments2. Discriminate between segments using available information3. Create customized experiences for each segmentThank You!Beau Brewer Patricia Mejiabbrewer@siteworx.com patricia@siteworx.com703-657-1324 703.657.1296Siteworx Inc.info@siteworx.comTwitter: @Siteworx703-964-1700For more on this topic, visit us at www.Siteworx.com. 28

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