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Contextual Personalization
1.
Don't Become Brand
Spam. Fight Back with Context! © 2014 Webtrends, Inc. 1
2.
© 2014 Webtrends,
Inc. 2
3.
facts the ©
2014 Webtrends, Inc. 3
4.
Blimey! facts The
average Brit has 260 emails unopened in their inbox © 2014 Webtrends, Inc. 4
5.
of these emails
are from brands of Brits say brand spam drives them mad facts 56% 84% © 2014 Webtrends, Inc. 5
6.
Brilliant! facts: get
personal 81% of Brits respond positively when they receive personalized content from a brand © 2014 Webtrends, Inc. 6
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.
challenge the ©
2014 Webtrends, Inc. 8
9.
Personalization isn’t what
it used to be challenge © 2014 Webtrends, Inc. 9
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.
solution the ©
2014 Webtrends, Inc. 11
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.
At Webtrends, we
call that... contextual personalization! © 2014 Webtrends, Inc. 13
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.
insight! personal +
contextual = Let’s see an example... © 2014 Webtrends, Inc. 15
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.
solution: contextual personalization
Personal Jill-27 London Historical Contextual 12:31 p.m. Mobile Shoes Rain © 2014 Webtrends, Inc. 17
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.
solution: contextual personalization
© 2014 Webtrends, Inc. 19
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
Download now