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2) How charities can harness the power of personalisation - Emerging Digital Trends & Opportunities for Charities’

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*Talk from Code Computerlove's conference*

David Sigerson of Sitecore’s Business Optimisation Services team demonstrates their new optimisation platform’s personalisation capabilities and explores how charities can use the service to optimise ROI.

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2) How charities can harness the power of personalisation - Emerging Digital Trends & Opportunities for Charities’

  1. 1. David Sigerson Sitecore Business Optimisation Services How charities can harness the power of Personalisation
  2. 2. The Experience How Sitecore enables personalisation Why Personalisation is needed and How to do it
  3. 3. The Experience
  4. 4. The Age of the Customer 4
  5. 5. Regular Giving Volunteering Events Advocacy Shop Appeals
  6. 6. 7 Customer Experience
  7. 7. Regular Giving Volunteering Events Advocacy Shop Appeals CRM
  8. 8. Feedback from SitecoreCharity Roundtable 2014 9 Get into my circle of trust I need information Tell me a story Give me something back Don’t saturate me with suffering Make me feel at home
  9. 9. How Sitecore enables organisations to personalise
  10. 10. Sitecore Experience Platform – layer model
  11. 11. Problem: Data is spread across the organization Apps CRM Social Media Customer Support Website POS
  12. 12. Problem: Data is spread across the organization CRM Social Media Customer Support Website POS Apps
  13. 13. xDB was built specifically for Customer Experience data CRM Social Media Customer Support Website POS AppsxDB
  14. 14. This is the beginning…
  15. 15. Paint by Numbers Approach
  16. 16. The holy grail – your customer (Sitecore xDB) Social Connect Form Data Content Profiling ContactUnknown Customer Outcomes CRM CustomTabs
  17. 17. Why Personalisation is needed and How to do it
  18. 18. Average conversion lift by using personalization Source: The Realities of Online Personalization, eConsultancy April 2013
  19. 19. Insights – Perception of Personalization When consumers were asked to select which marketing channels were the most valuable for making purchasing decisions, they indicate personalization provides value. “Although virtually all companies surveyed consider website personalization (a new option for this year’s survey) to be valuable, only a fifth currently use it to improve conversion rates.” EconsultancyConversion Rate Optimization Report 2013 “74 percent get frustrated with websites when content, offers, ads, promotions, etc. appear that have nothing to do with their interests.” Harris Interactive, 2013US consumers    20
  20. 20. Mary Berry recipe for Personalisation Step 1 Don’t mess up the first interaction Step 2 Make the next interaction better by leveraging what you know Step 3 Repeat step 2
  21. 21. Two types of personalisation Promotional (convert) Operational (improve UX)
  22. 22. Full-on Personalization Does Not Look Completely Different
  23. 23. What does “We need more relevant content” actually mean?
  24. 24. “In reality, though, most of the time we don’t choose the best option—we choose the first reasonable option, a strategy known as satisficing.” Steve Krug, Don’t make meThink 25
  25. 25. 26 Is there clear purpose to your online experience? Do you puke options at the visitor? Does your homepage/landing page make it look like you don’t know what the visitor needs?
  26. 26. “It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice.” Steve Krug, Don’t make meThink 27
  27. 27. Retain Acquire Purchase / Transaction Volume of customers Aid focus Support & Converse Identify needConvert Gain trust What are the actions your visitors are taking?
  28. 28. “It appears to be a feature of System 1 [fast, autonomous thinking] that cognitive ease is associated with good feelings.” Daniel Kahneman,Thinking Fast and Slow 29
  29. 29. Sitecore UK Charity/Not-for-ProfitCustomers 30
  30. 30. To empower organizations to build the effective meaningful relationships that win customers for life
  31. 31. 32 If you want to learn more about improving donator experience via better personalisation… Email me: dvs@Sitecore.net www.Sitecore.net www.connecttheexperience.com

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