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Contextual Personalization

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What to know about contextual personalization. [Brit Version]

Published in: Marketing

Contextual Personalization

  1. 1. Don't Become Brand Spam. Fight Back with Context! © 2014 Webtrends, Inc. 1
  2. 2. © 2014 Webtrends, Inc. 2
  3. 3. facts the © 2014 Webtrends, Inc. 3
  4. 4. Blimey! facts The average Brit has 260 emails unopened in their inbox © 2014 Webtrends, Inc. 4
  5. 5. of these emails are from brands of Brits say brand spam drives them mad facts 56% 84% © 2014 Webtrends, Inc. 5
  6. 6. Brilliant! facts: get personal 81% of Brits respond positively when they receive personalized content from a brand © 2014 Webtrends, Inc. 6
  7. 7. of those who NEVER open emails say they would if the subject line was personalized of the people who SOMETIMES open brand emails say they would if it was personalized facts: get personal 60% 82% © 2014 Webtrends, Inc. 7
  8. 8. challenge the © 2014 Webtrends, Inc. 8
  9. 9. Personalization isn’t what it used to be challenge © 2014 Webtrends, Inc. 9
  10. 10. challenge Marketers are faced with the process of customer’s “Self-selecting.” Ignoring emails that they signed up for but are simply not relevant at the time they are sent–personalized or not. © 2014 Webtrends, Inc. 10
  11. 11. solution the © 2014 Webtrends, Inc. 11
  12. 12. What IF brands could improve personalization by understanding the context of each customer’s visit? solution Because it’s all about relevancy, contextual relevancy © 2014 Webtrends, Inc. 12
  13. 13. At Webtrends, we call that... contextual personalization! © 2014 Webtrends, Inc. 13
  14. 14. Wicked! solution So... what is contextual personalization? It’s the combination of historical and real-time data to come to context-sensitive insights about customers. Contextual Time of day, current site activity, weather, device Personalization Purchase history, personal preferences, demographic (age, gender, etc) © 2014 Webtrends, Inc. 14
  15. 15. insight! personal + contextual = Let’s see an example... © 2014 Webtrends, Inc. 15
  16. 16. solution: contextual personalization Hello! Meet Jill... She is a fashion-loving female who has purchased items from this retail site in the past. Today she is visiting the site from her mobile device, looking at women’s shoes on a rainy day in London, where she lives. © 2014 Webtrends, Inc. 16
  17. 17. solution: contextual personalization Personal Jill-27 London Historical Contextual 12:31 p.m. Mobile Shoes Rain © 2014 Webtrends, Inc. 17
  18. 18. solution: contextual personalization Because we know from historical data that Jill is a frequent shoe-shopper and from real-time data that she is browsing via mobile, from London, on a rainy day, we can recommend a deal on wellies – likely the item Jill was looking for! © 2014 Webtrends, Inc. 18
  19. 19. solution: contextual personalization © 2014 Webtrends, Inc. 19
  20. 20. w e b t r e n d s learn: download the whitepaper! Want to learn more about Contextual Personalization? Download the whitepaper here © 2014 Webtrends, Inc. 20 Contextual Personalization The next frontier in customer engagement. John Fleming – Marketing Director, Webtrends EMEA & AsiaPac Webtrends® Whitepaper © 2014 Webtrends, Inc. All Rights Reserved

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