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Chicago Website Personalization Strategy Workshop

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See examples of website personalization in action

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Chicago Website Personalization Strategy Workshop

  1. 1. Zach Lawryk, Director of Global Sales Engineering +
  2. 2. Strategy & Demo Zach Lawryk, Director of Global Sales Engineering
  3. 3. • • •
  4. 4. Our Mission: Deliver remarkable experiences and superior results for our clients. Our Vision: To be leaders in leveraging data to help brands make smarter marketing investments. Website Personalization Strategy 8.31.2016
  5. 5. 27 Why Personalization Leverage the relevant and tailored experience solidifying loyalty and increased customer value
  6. 6. 28 What About Personalization You can have any color, as long as it’s black -Henry Ford
  7. 7. 29 Orchestrating a Personalized Experience •Audit •Drivers •Enablers •Mythbusters •Q & A
  8. 8. 30 Rise Interactive Overview
  9. 9. 31 Agency Snapshot • Founded in 2004 • Media, Analytics, & CX • 250 Employees • Consistent & Rapid Growth • Senior Advisors • Jack Kraft • Dave Friedman • Cheryl Berman • Recognized Industry Leader • Andrew DeGuire • Chris McGowan
  10. 10. 32 Depth & Breadth of Services Interactive Investment Management CXANALYTICS • Search • Display • Affiliate • Email • Social • User Experience & Analytics • Customer Insights • Business Intelligence • Marketing Measurement • Creative Design • Web & Mobile Development • Content Marketing MEDIA PERSONALIZATION
  11. 11. 33 Centers of Excellence Rise Analytics
  12. 12. 34 Audit What stage in their life- cycle is my customer? What are my customers seeing when they visit my site? What media channel & content drove the traffic? How does A/B testing fit into my digital strategy? Goals & Stakeholders Enhance Experience Increase Efficiencies Customized Experiences
  13. 13. 35 Driver – A/B Testing Enabler: Data Driven Hypothesis
  14. 14. 36 Driver: Testing & Optimization Apply UX Research methods to uncover main gaps in critical pathing and visitor experience Test, test and test again to fine-tune your users’ journey to conversions and increase engagement Segment test results to find best performing audiences and shape your personalization strategy Personalize on-site experiences and deeply connect with your target personas
  15. 15. 37 • CRO Cognitive Framework • Competitive Analysis • Heat Maps • Web/App Analytics • Session Analysis • UI/UX Testing • Surveys • Sentiment Analysis UX Analytics Audit Quantitative Qualitative On-Page Intelligence Voice of Customer Usability Assessment TestingRecommendations Enabler: Behavioral Research • A/B/n, Multi-Variate Tests • Advanced Segmentation Personalization • Targeted Content For Specific Segments • Increase Conv% with relevant experiences • Testing Ideas • Quick Wins
  16. 16. 38 Testing & Personalization •Not mutually exclusive •Economies of Scale •Strategy for Hypothesis creation •Audience Impact Discovery •Documentation & Momentum building
  17. 17. 39 Driver – Right Audience Enabler: Data
  18. 18. 40 Driver : Identify and define Audience Reach Complexity Impact
  19. 19. 41 Enabler: Leveraging Data •Foundation : Complete set of data •Prioritization •Segment , Segment & Segment – Behavioral – Demographic – Lifecycle – Psychographic •Transform data to CX is key
  20. 20. 42 Driver – Relevant Experience Enabler: Content | User Personas
  21. 21. 43 Keys To Successful Experience Strategy
  22. 22. Audit to Identify Content Opportunities 44 Sample Data
  23. 23. 45 Using Data To Fuel Content Strategy •Search Trend Data •Web Analytics •Consumer/Persona Data •Social Listening •Industry Research •Competitive Intelligence Keyword Rank Search Volume How To Install A Toilet - 8,100 Outdoor Shower Ideas - 1,900 Replace Shower Head - 880 Install Farmhouse Sink - 390 Sink Drain Install - 260 Bathroom Vanity Installation - 140 How To Clean Range Hood - 110 Install Curved Shower Rod - 90 Remove Scratches From Acrylic - 70 Wall Mount Sink Installation - 70 Sample Data
  24. 24. 46 Enabler: Personas |Curate content •Cross-Channel Learnings •User Journeys & Customer Life stages •Prioritization •Leverage existing content •VOC – chats, OE feedback, communities •Start small – Call To Actions, USPs,
  25. 25. 47 Summary
  26. 26. 48 Myths Busted •Personalization does not replace testing •No magic number for audience segments •Leverage & curate existing content •Rules based personalization is impactful •Personalization is not a mammoth undertaking
  27. 27. THANK YOU Please Contact: Ashmita.Chatterjee@riseinteractive.com
  28. 28. + Thank You!

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