Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Personalization, Customer Journey, Omnichannel: A How-to Approach with Kevin Nichols


Published on

Published in: Technology, Business
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
    Are you sure you want to  Yes  No
    Your message goes here
  • Future personalization will be based on people-matching algorithms:
    Are you sure you want to  Yes  No
    Your message goes here

Personalization, Customer Journey, Omnichannel: A How-to Approach with Kevin Nichols

  1. 1. Personalization, CustomerJourney, Omnichannel: A how-to Approach #kpnichols
  2. 2. 2 1. Introduction 2. Definitions of omnichannel and personalization 3. Personalization Strategy 4. Content considerations 5. Content metrics to measure
  3. 3. 3 KEVIN P. NICHOLS  Director, Global Practice Lead, Content Strategy, SapientNitro  18 Years experience in the Digital and Interactive Industry and 15 years specific to Content  Dozens of Fortune 100 clients over the years  Key Clients: MIT OpenCourseware, Hewlett Packard, Sprint, Intel
  5. 5. Definitions
  6. 6. 6 CONTENT Content is information that is recorded. Examples:  Hieroglyphics  Gutenberg‟s moveable type content,_Lenox_ Copy,_New_York_Public_Library,_2009._Pic_01.jpg  First recorded sound ces_Densmore_recording_Mountain_Chief2.jpg  Motion pictures n_A_Dogs_Life.jpg  Newspaper mes-Page1-11-11-1918.jpg  Any digital information ook_Air_black.jpg
  7. 7. 7 CONTENT STRATEGY Determines which stories need to be communicated to whom and how to use the technologies and structures before us to do so.
  8. 8. An omnichannel approach empowers you to create robust personalized experiences. This ensures your content solutions have a longer shelf-life and extended reach.
  9. 9. 9 To deliver fully-realized personalized experiences we must first understand the concept of omnichannel. Customer experience principles with channel engagement To understand how to create content for personalized experiences, we must first understand a few principles about how a customer experiences content. • To the customer, all content is brand content, whether it is content for supporting a product, content on a package, content from an email that contains coupons or editorial stories about a product on a website. • The customer requires specific content for each channel with which she interacts, and her ideal experience is not isolated from one channel to the next.
  10. 10. 10 Started with a good story and figured out how to tell it through each of the mediums she chose. Perfect balance of content between mediums: • TV show referenced cookbooks, magazine referenced both, fully realized it in multi- and digital media • Exclusive content specific to each channel Synergized content experiences: • Stories told that appealed to lifestyle • Connected one channel to the next MULTICHANNEL STORY TELLING Courtesy Life with Cats. Karen Harrison Binette, 2011.
  11. 11. 11 OMNICHANNEL DEFINED Omnichannel provides content at every customer channel and considers time, manner and place. • It encapsulates analog, digital, in-store and person to person interaction. • It captures the entire end-to-end customer experience. This means that all content represents brand and that all content is an asset, which makes it an investment with measurable return. Customer Omni- Experience Ad leads to Web Web yields Profile Profile leads to store Store leads to purchase product Product leads to sharing on social and registration Registration leads to email notices Emails lead to additional purchases Calls to customer support are personalized
  12. 12. 12 Desktop Mobile Tablet In Store Publications TV/Radio Product Packaging Customer Support Ecommerce Customer Profile Product and Service Content Social Media Opportunities Advertising and media Sales’ Support and Tools Apps Personalization Customer Profile Email OMNICHANNEL STRATEGIC FRAMEWORK
  13. 13. 13 PERSONALIZATION DEFINED Personalization is delivering content to an end- user based on a specific context. It considers one or many of the following: • Who that user is • Her online behavior • Where she is consuming content • When she accesses content • What she uses to access content or the channel • Why she is accessing content or the task(s) she is trying to accomplish Courtesy Clever Cupcakes
  14. 14. 14 PERSONALIZATION To enable personalization in the content experience, logic is built into a content model to serve up content based on a specific context. Personalization can be active when a user: • Responds to what she sees, such as ranking content or her experience • Answers a question • Completes a profile Or Passive when content is served to a user based on her actions: • Product recommendations are made based on what she shows an interest in during her journey • Tailored content based on clickstream Courtesy Anders Sandberg
  15. 15. 15 ASPECTS OF PERSONALIZATION Targeted offers Intelligent Customer segments Business Rules Contextual Ads Ad Server Relevant Guided Selling Recommendations Personas Targeted Messaging Targeted Content User Generated Content Cross-Sell Intent-Based search Up-Sell and Cross-sell User Profile Counter Offer Need Based Shopping Social Marketing Behavioral Targeting Social and interests Profile Location/Proximity
  16. 16. 16 BUILDING BLOCK TO PERSONALIZATION The key building blocks are: • Customer segments: Quantitative analysis of customers based on trends and demographics. • Customer personas: Clusters or groupings of customers based on behaviors and how they act, e.g., „Sarah the Surgical Shopper‟. • Customer journeys: End-to-end journeys of a customer based on specific needs that detail the customer lifecycle in relation to the brand. Courtesy watdoenwijmetnl
  17. 17. 17 BUILDING FOR EXPERIENCE The customer does not experience the brand in one channel: • Build out personalization that considers entire customer experience. • Create a content model that considers the entire customer lifecycle, even if it lives in one channel. • Create a modular approach to content that scales to scales to future omnichannel experiences Courtesy Christian M Lau
  18. 18. It’s a means, not an end Part 2: Personalization as strategy
  19. 19. Personalization is not an ‘end state’ or event, it is a strategy that starts with a foundation; it is iterated upon continuously based on customer behavior and evolves over time.
  20. 20. 20 BUILDING A PERSONALIZATION STRATEGY – GUIDING PRINCIPLES Personalization requires the following: • An organization to commit to resources to build content to support it and integrate and implement the necessary technology capabilities to support it • An understanding customers and their behaviors, thus these must be continually tested and validated • Changes with emerging technology • A solid foundation; launch a foundational experience then test and validate it and determine areas to optimize.
  21. 21. 21 BUILDING A PERSONALIZATION STRATEGY STEP ONE: Get stakeholders to understand that personalization is strategic and iterative. It starts with a very basic foundation and builds a richer experience over time. STEP TWO: Set expectations – personalization requires specific content, so the more personalization means more new content to support it. STEP THREE: Create baseline personas, segments and customer journeys and develop the initial phase of your personalization strategy to target each area. Phase one should also be to test and validate each persona and journey. STEP FOUR: Develop areas of personalization per channel. Identify which channels to target, which customer journeys per channel are necessary and which content must be served up to support each.
  22. 22. 22 BUILDING A PERSONALIZATION STRATEGY STEP FIVE: Identify which stories and content experiences to serve up per channel (for example, a person who identifies that he is age 40 and has a great driving record could receive specific information around car insurance that meets his needs). STEP SIX: Identify success metrics and ensure that all areas have a testing strategy to validate. STEP SEVEN: Build a taxonomy and metadata tagging strategy. STEP EIGHT: Note that in the beginning the focus is on testing and validation of customer journey, user behavior and the performance of content within each. STEP NINE: Modify and enrich the content experience over time.
  23. 23. 23 PERSONALIZATION – ROADMAP EXAMPLE Foundation EnrichmentEvolution 1. Full integration of personalization in all channels. 2. Continue to create immersive content around personalization 3. Leverage new or emerging personalization technologies and techniques 1. Identify initial personas and segments to target per channel. 2. Establish which areas of content are necessary to support each of the groups (what do we want to serve up to each segment and persona and to which degree? ) 3. Establish the rules for serving up the content (if User X indicates he is Y in user profile, then serve up this content…) 4. Ensure taxonomy and controlled vocabularies are accounted for and supported to enable experience. 5. Develop all necessary content to support each unique „flavor‟ of proposed personalization. 6. Rollout personalization based on foundational criteria. 7. Ensure proper metrics to track user interaction and behavior to it can be examined for future optimization. Launch 9 – 12 months post-launch 18+ months post-launch 1. Test existing personalization, running ongoing metrics and audits to see how users are interacting with the experience 2. Identify additional personalization areas, such as enhanced cross-sell, upsell. 3. Test assumed customer journeys across channels to ensure accuracy and optimize content performance. 4. Roll-out enhanced personalization per channel.
  24. 24. The power-horse to personalization Part 3: Customer journeys
  25. 25. Customer journeys are the power-horse behind personalization. They provide opportunities to personalize and clarify which types of content are most effective.
  26. 26. 26 CUSTOMER JOURNEY SAMPLE WWW.COMPANY.COM IN-STORE She clicks the module to view more details. Michelle saves product to her “favorites” and continues to browse the product catalog. As she approaches her local store, she receives a push notification on her phone, letting her know about new accessories. Entering the store, Michelle is greeted by Ken, a sales associate. He has Michelle‟s “favorites” ready for her to view, which he pulled up on his tablet. Michelle has saved 6 products to her “favorites.” Michelle updates her customer sends her “favorites” to the nearest retail location. Using the sales associate tablet, Ken is able to pull up Michelle‟s profile, where he accesses her store loyalty coupons. Michelle, an existing customer, receives a text message from retailer. SMS Mobile Web Desktop Smartph one Tablet Web Tablet App TRIGGER POST - PURCHASEE Michele has a question regarding her product, after she calls support, they know her product purchased and are able to customize her experience. Michele shares her experience from an inset in the product package with others on FaceBook about her superior experience Using her iPad, Michelle visits .com to look for new products. She notices a module on the homepage for a featured product that is her favorite brand. As she adds to her “favorites”, recomm ended products become even more relevant.
  27. 27. 27 BUILDING OUT A CUSTOMER JOURNEY STEP ONE: List all user states and channels, remembering „offline.‟ STEP TWO: If building one channel experience, consider other channels as these influence single-channel content STEP THREE: Create a list of customer needs: e.g.: buy a product, research a topic, etc. STEP FOUR: Complete end-to-end journey that captures fulfilling a need. STEP FIVE: Create an end-to-end customer scenario around what customer would do to achieve needs and then factor in post-purchase or post-conversion behavior STEP SIX: Identify which types of content are necessary to support each experience. Courtesy gfpeck. Wes Peck.
  28. 28. 28 BEST PRACTICES 1. For user states, create a list of different journeys for each persona: • Anonymous: We know nothing about you • Recognized: We recognize you but don‟t know you • Known: We know who you are • Influencer: We know you and you share your experience with others • Repeat: You are an existing customer who continues to engage with us 2. Look at additional opportunities the customer would not see, and pepper them into the journey: • Which cross-sell opportunities exist? • Can personalized flyers or be provided product packaging? • Are there opportunities for social media interaction? • What types of events (sale, holiday, birthday) can trigger a personalized email? 3. Identify what happens within each channel and when a customer jumps from one channel to the next: • What happens when Anisha goes from a TV ad to a desktop website to a mobile device app to a brick-and-mortar store to after she purchases a product? • Look at how her needs changes from each and what content she needs and expects within each.
  29. 29. Content determines the success or failure of personalization Part 4: Content
  30. 30. Without effective, relevant, timely and GOOD contextual content, personalization is useless.
  31. 31. 31 DETERMINING WHICH CONTENT TO SERVE UP 1. As noted previously, first identify the personas, user-states and channels you want to consider. 2. Create a customer journey for each instance. 3. Map out scenarios based on needs and triggers (what do users need to accomplish and why?). 4. Develop content based on the above. 1. For the foundational experience (the first phase), make assumptions based on the data you have, considering segmentation models, persona development, CRM data, customer support logs, etc. 2. For all of the following, you should be prepared to ensure that content and technology can support each.
  32. 32. 32 DETERMINING WHICH CONTENT TO SERVE UP Persona User State Channel Use Case/Journey Content Surgical Shopper Anonymous Website (Desktop) Mobile (App) Buy a Product – Step one searches for product in Google Serve up product image that she searches on in homepage carousel once she lands on site Surgical Shopper Anonymous Website (Desktop) Mobile (App) Buy a Product – Step two clicks on product in carousel goes to product detail Serve up cross-sell to product, serve up exclusive content to new buyer (e.g., coupon) Surgical Shopper Anonymous Website (Desktop) Mobile (App) But a Product –Add to cart Recommend related item Prompt for profile sign-up
  33. 33. 33 CHANNEL CONSIDERATIONS Website (desktop) areas of focus: • How does a user enter the site? • If by search, are there ways to personalize her experience based on that keyword? • If banner lead-in, can the same logic be utilized? For example, she searched for a cat toy, so surface up content where she enters and follow her around the site specific to „cat toy,‟ • What is her behavior on the site – her end-to-end clickstream? For the journey, can specific areas be recommended on each page or template to personalize content? Can content relevant to her needs and her persona be served up? • Which editorial, lifestyle or non-product (but relevant) content might she want to see? What would lead her to engagement? • Where should she convert and what happens after she converts? • If she can create a profile, what does she need to tell you about herself to create opportunities for content creation? • Ensure the profile captures all relevant information to deliver a personalized experience. • Go through an exercise that determines everything necessary to determine who she is and what would be valuable to know about her (for example, for a major food services company, what are her dietary needs and what is her age, food preferences, and health history?) • Also ensure to capture future-state personalization areas that may not be part of the initial release to build a scalable user profile template.
  34. 34. 34 CHANNEL CONSIDERATIONS Social media • Which content is she likely to share? Think about life-style trends such as „road warrior‟ or „foodie.‟ • What is important to her friends or social groups? • What is important to life-style communities that would appeal to her? • How many people are sharing that content and where are they sharing it? • What social opportunities could you create for her to opt in?
  35. 35. 35 CHANNEL CONSIDERATIONS Mobile  Are there geo-locational opportunities, such as sending text because she is in front of a store? Can you create an opportunity for her opt-in to such offers?  How would she use a smart-phone in a store?  What does she or others like her do with apps?  How would she use social on apps and what opportunities exist?  Differentiate between tablet and smartphone with content, as each is its on unique entity. A few mobile (smartphone) considerations*…  68 percent of mobile searches result in a map look up  61 percent of local mobile searches result in a phone call  59 percent of mobile users interact with businesses via social media regularly. *Source for each point:
  36. 36. 36 CHANNEL CONSIDERATIONS Email / SMS  What types of event-oriented email can be triggered?  Which types of confirmations can be offered?  Which types of email should be created for absentee customers?  Which types of appreciation emails should be granted?  Which content within event-triggered emails should be personalized?  Which types of texts could be opted in and what are the types of triggers for them that we should consider? What types of content would be most useful for the user and her needs via sms?
  37. 37. 37 CHANNEL CONSIDERATIONS In Store • Is there a Kiosk for which she can interact, if so, can she sign-up for a profile? Are there built-in social sharing opportunities? • Are there QR scanning opportunities? If so, and if it is product-specific, can you prompt user profile creation or login or tracking? • If it is a specialty store or a store that delivers a specific service, does she have a profile, and if so, which opportunities exist to provide her a personalized experience? Can the sales‟ associate create a profile for her? • Can the sales‟ associate know what she wants, her previous purchase behavior and/or her existing services as soon as she gives him her name? • Are there offers or coupons that require in-store validation?
  38. 38. 38 CHANNEL CONSIDERATIONS Post-purchase support  Do you provide the necessary channels for support? For example, if her power goes out, do you provide mobile support services via a mobile app that has her data?  If she calls support, can you customize the experience to meet her needs? E.g. We know you have this product, we know you called before, etc.  Do you have content that is specific to her if she goes online via desktop that captures her profile information and delivers her a personalized experience? Considerations for in-store and post-purchase experience  Customer satisfaction comes mostly after a product is purchased  Considering that 80% customers couldn't care less if brands go away tomorrow, a strong focus on customer happiness after they have purchased a product, is a powerful differentiator.
  39. 39. 39 CHANNEL CONSIDERATIONS Packaging  If package is sent via mail, are there insets to deliver a personalized message?  If package is in-store, are there opt-ins to social sharing possibilities?  Can packaging be personalized for on-line delivery?
  40. 40. 40 CONTENT CONSIDERATIONS Personalization is an investment in content, time, resources and technology.  Personalization is 100% dependent on the content to deliver the experience. Whether you launch a single channel or complete omnichannel experience, you must have specific content for: each channel, personalized module within it, for each customer need and persona.  Determine baselines and develop a realistic content editorial calendar to support the content necessary to support personalization, noting resources, time and cost.  Although not covered in this presentation, metadata and controlled vocabularies require content to be created for tags and terms. These tools are the „fuel‟ for personalization and are required components. They must factor into editorial calendar and length of time for content to go-live for personalization  Create a nimble content lifecycle that can react to changes in customer behavior and serve up content accordingly  Be careful to avoid „big-brother syndrome,‟ and test your solutions with user surveys to ensure they are not „creepy.‟  Don‟t boil the ocean, start small and create a comprehensive content experience over time.
  41. 41. Part 5: Exercise
  42. 42. 42 CREATE JOURNEY AND CONTENT Let’s review another customer journey to understand the complexity… • Purchasing salad dressing • Buying a pair of Levis • Buying a Toyata Prius
  43. 43. 43 CUSTOMER JOURNEYS AND CONTENT SAMPLE Let’s review another customer journey to understand the complexity… • Anisha sees an organic herbicide product on America's Most Desperate Landscape on DYI TV Network. • During the TV program, she grabs her iPad, does a search on Bing to find a home and garden shop in her area that sells the product. • On the top search result, she sees that the manufacturer has a page for the products. Curious, she clicks on the link. • She finds a whole product suite on the Website, and sees „locate a store in your area‟ module on the page that displays a store near her. • She verifies on the Yelp link provided on the site that the store is reputable and notices extremely favorable reviews of the specialty store and the product. • She goes to the store, and when she tells the store about her Online experience, they offer her an immediate 10% discount on all products within the organic line she seeks. • Once home, she notices a coupon affixed to the herbicide which also contains information about participating in the company‟s „help the earth‟ community. • She signs up for a profile, which asks for FB, Twitter and phone number. • She opts in for all three. • She ‘likes’ the FB page, and when she becomes a fan on FB she sees an app that allows her to create a progress library. Every week she invited to share a photo and track her "help the earth" contributions.
  44. 44. 44 CUSTOMER JOURNEY AND CONTENT SAMPLE • While on the „help the earth‟ page, she sees an ad for birdseed and pet products. Her dog, Sparky, likes to chew rawhide bones and she notices that one of the products uses free-range rawhide. • She clicks the link that takes her back to the site and orders it online. • Once she receives it in the mail, she gets another coupon for online for the store near her. She is so impressed she shares the product with her friends on Facebook/Twitter (using the embedded share functionality) as she knows that many of her friends have pets. • She gets an email notice from the specialty store that sold her the initial product four weeks later for a coupon on related products. • She also notices a syndicated article about ticks and flees next time she goes to the Website. • When she goes back to the store, she receives a text notice for an additional 20% off of purchases in the product line with a personalized thank note for her loyalty.
  45. 45. 45 SAMPLE CUSTOMER JOURNEY FROM TEAM – SALAD DRESSING SCENARIO Authored by Content Strategy Workshop Team members: Melissa Breker @melissabreker Brian Halligan @brianhalligan Laurence Dansokho @laurenceD Ivette Dickinson @ividi Shannon Emmerson @forgeandspark Hilary Marsh @hilarymarsh Boris is having his annual summer barbecue and wants to serve something that will impress his friends and top what he served last year. On a trip to the grocery store to buy all the meat for the BBQ, there was a person offering samples of a new salad dressing featuring chia seeds and a video at the checkout line showing an amazing salad, so Boris decided to make salad for the barbecue. He had only a limited time to prepare for the barbecue and wanted something fancy, so he ran back to the aisle and bought the salad dressing. There was a coupon on the bottle for 50¢ off the price of the dressing. When he got home, he noticed a QR code on the bottle inviting him to participate in a contest: share his salad masterpiece with his recipe. And it was a masterpiece, with sun-dried tomatoes, pine nuts, goat cheese, artichoke hearts – and, of course, the salad dressing.
  46. 46. 46 SAMPLE CUSTOMER JOURNEY FROM TEAM – SALAD DRESSING SCENARIO The barbecue got rave reviews and his friends posted pictures on Facebook and Twitter. The women especially loved the salad, and asked for the recipe. When his FB and Twitter friends ask for the recipe, he shares the name of the salad dressing, as well as a picture of the label showing the nutritional ingredients. The next time he visits Facebook, he sees an ad inviting him to like the salad dressing for an additional 50¢ off his next purchase. The company also sends him a Twitter DM with a special offer. The next time he goes to that grocery store, he checks the app and sees that there is a special product recommended for him from that company, along with a coupon for the recommended product. The next time he logs into Facebook, he sees a comment from the dressing company praising his salad and offering a link to tips and recipes that are on the company’s food blog, as well as other uses for the dressing – marinade, dipping sauces, etc. While watching Bobby Flay on the Food Network, he sees a commercial from the salad dressing company announcing a contest for a group trip to Italy if people share their salad recipes.
  47. 47. 47 SAMPLE CUSTOMER JOURNEY FROM TEAM – SALAD DRESSING SCENARIO The contest has a crowd-sourced element, where the company chooses the finalists and then the ultimate winner is based on the number of votes. Boris posts on Facebook asking whether he should enter the contest and his friends enthusiastically say he should. He enters, finds out that he is a finalist. The company offers him tools for getting as many votes as possible – with incentives, where every share on Facebook is worth additional votes. There is an extra incentive for contestants who post a video of them making their salad and tagging it with the dressing name. Soon, people he doesn’t even know are starting to vote for his salad. All told, Boris received 1,500 votes for his salad on Facebook, and comments and shares on YouTube. Every person who liked Boris’s salad on any network receives a coupon for the dressing from the company. Boris wins the contest and wins the trip, and he and his friends post tons of pictures online and mention how he got to go to Italy. The company shoots promotional videos of him and his friends and it becomes a successful campaign for them.
  48. 48. 48 SAMPLE CUSTOMER JOURNEY FROM TEAM – JEANS SCENARIO Authored by Content Strategy Workshops Team Members: = Amanda Bernard, Chris Macmillan, Paula Land, James Ingold, PG Bartlett, Colleen Brown Persona = Janie (aka Sissy) is a 16-year old girl who is a Taylor Swift fan. Scenario = Janie goes to a Taylor Swift concert and sees Taylor wearing a pair of Levi’s that she wants to buy too. Trigger = wants to emulate her favorite celebrity, Taylor Swift, who wears a specific type of Levi jeans Levi’s sponsors the WiFi at the concert, there are banners by the stage, signs in the bathroom, and there is a QR code/URL for a microsite where she can get a discount code for Levi’s on the back of Janie’s concert ticket. Janie scans the QR code and is taken to a microsite featuring Taylor Swift and the jeans. Microsite features the jeans with opportunity to buy online or at a store near her. The microsite detects her location automatically and displays the Levi's stores in her area. Other CTAs on the microsite encourage Janie to provide her mobile number to get a discount code by SMS and to share her Taylor Swift concert experience by uploading her photos from the Taylor Swift concert Instagram and tag her photos as Taylor Swift.
  49. 49. 49 SAMPLE CUSTOMER JOURNEY FROM TEAM – JEANS SCENARIO Janie also has a lot of great photos from the concert so she clicks on the CTA and is taken to Instagram where she uploads and tags her concert photos. Then she sees an ad on Instagram featuring Taylor Swift wearing the jeans. The ad leads to the microsite as well. Janie decides to drive herself to the store. Inside the store she swipes a kiosk with her phone and immediately the sales associate knows she’s there to buy the Taylor Swift Levi’s. Janie gives the sales associate her size, she tries on the jeans, and then buys the Levi’s using the discount code on her phone. The sales associate let’s Janie know that if she gives Levi’s her email address then she will receive emails with style guides, coupons, exclusive deals, and free music downloads for artists like Taylor Swift. Post purchase, the sales associate gives Janie a postcard with a CTA to tell her friends about her purchase. If 3 of her friends also buy the Levi’s then Janie gets a coupon for a free pair. Because Janie provided her email address, she also immediately gets an email alert reminding her to share the code with her friends so she can get a free pair of Levi’s. The sales associate also tells Janie about a social media contest that Levi’s is running. The social media campaign tag line is “Where do you perform in your life wearing your Levi’s?”. Janie can upload photos of her and her friends wearing the Levi’s because the winners get free jeans for a year or a chance to meet Taylor Swift at a photo shoot or a private concert. A reminder to participate in the social media contest is also included in the email Janie received from Levi's (the email with the purchase code to give her friends).
  50. 50. Content metrics – the critical component for personalization success. Part 5. Personalization content metrics
  51. 51. Content metrics measure customer behavior, how well content is performing, and which areas of the content to evolve. They close the loop for evolving personalization.
  52. 52. 52 Most important metric is the clickstream (the customer journey through site) For example: Clearance Page > Men‟s Coats > Shearling Coat > Add to Cart > Purchase Completion Other metrics:  Conversion rates  Length of visit per page  Depth of visit  Exit and bounce rates  Content usage (which content is viewed, shared, downloaded, etc) METRICS TO MEASURE
  53. 53. 53 Customer behavior via customer interaction history (profile or cookie-based)  Accessories for previously purchased item: bracelet charm  Similar products (artist, genre): music, books Other metrics:  Top Keyword Searches • “Clearance” • “Earphones for iPod” Photo from Pandora METRICS TO MEASURE
  54. 54. 54 Customer choices  Purchased product, such as a product as part of series: Game of Thrones Season 1, Season 2 to be released, etc.  Cart abandonment  Conversion points (where and when did the customer convert)  Number of times visiting channel before conversion Other metrics  Site registration  Register for special content: Whitepaper  Viewed Product Information  Product/Brand Blitz: Car Promotion Microsite  Find a copy of many more metrics from Rebecca Schneider and Kevin Nichols: METRICS TO MEASURE
  55. 55. Part 5: Questions and comments
  56. 56. Was there anything you wanted to get out of this session that you did not? Do you have any questions?
  57. 57. 57 Kevin P Nichols   Twitter: #kpnichols  LinkedIn: KEEP THE CONVERSATION GOING