Make it personal, each user is unique

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Hazlo Personal, cada usuario es único.

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Make it personal, each user is unique

  1. 1. Make it personal, each user is unique March 2014 :: Rob Jackson
  2. 2. We are facing an industry challenge Profile Behaviour Channel ¡Hola!
  3. 3. Meet Pedro Life Time Value €550 Lives in Chueca Earns > €35,000 3 visits this week Uses iPad to browse Purchase on desktop Responds to display Affiliate offers Doesn’t click email Estoy aquí
  4. 4. The opportunity “Companies personalising web experiences are seeing, on average a 19% uplift in sales” eConsultancy Report 2013
  5. 5. Where most companies are today
  6. 6. What we are doing Universal Analytics
  7. 7. An ideal solution?
  8. 8. Loyalty is important “5% increase in customer retention can generate a 75% increase in profitability” Bain Consulting
  9. 9. Anonymous users are shouting Added to Basket Pages Browsed Banners Clicked Affiliate Offer Referrals KW Clusters Internal Search Product interest Category Views Recency / Frequency Email Clicks Quiero
  10. 10. What to do with that data? Internal Search Product Holding Banners Clicked KW Clusters Pages Browsed
  11. 11. Which model should we use? Linear Regression Neural Network Logistic Regression Decision Tree
  12. 12. SKY customer decision trees Prospect Existing Customer Keyword Pages “Premier league tv” SKY TV Sky HD Box Campaign Broadband | Telephony Get TV! Entertainment Extra Product Holding
  13. 13. How do we get the data? Google Analytics BigQuery Export Data Processing Model development
  14. 14. Summary Customer centric metrics, think customer first Break down data silos where possible A user identification strategy is essential Work towards a consolidated environment for your data Personalise content on the data you have
  15. 15. Thanks!

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