Featuring speakers from AdRoll, The Clymb, Blue Apron Mike Norland, Senior Marketing Strategist, AdRoll Tyler Bullen, Personalization Program Manager, The Clymb Catherine Pao, Growth Product Manager, Blue Apron Time: 11:25 - 12:10 | Location: Golden Gate Room We'll take a look at lessons derived from early progress in personalization, informed by work being done at the cutting edge. Get practical advice, rooted in experience, how to evolve into a fully personalized program, to plan for complexity, and to avoid potential pitfalls. See how personalization is already being used for marketers and retailers alike, and leave confident in how you can get there.

1. #opticon2015
8 Early Lessons in Personalization
Hudson Arnold
Strategy Consultant
Optimizely
@hudson_arnold
hudson@optimizely.com
Catherine Pao
Growth Product Manager
Blue Apron
@capow
cpao@blueapron.com
Mike Norland
Senior Marketing Strategist
AdRoll
@norland
mike.norland@adroll.com
Tyler Bullen
Program Manager
The Clymb
@tylerbullen
tyler@theyclymb.com

2. Lesson 1:
Personalization is not 1-1
(to start).
@hudson_arnold #opticon2015

3. Yes, people are snowflakes...

4. But we have important (actionable) things in common

5. Audiences:
A subset of your customers that
share 1 or more attributes.
@hudson_arnold #opticon2015

6. Demographic
+
Contextual
+
Behavioral
@hudson_arnold #opticon2015

7. So it’s not 1-1 - how do we start?
@hudson_arnold #opticon2015

8. Layer on actionable audiences...
has bought Slim 36
Jeans
@hudson_arnold #opticon2015

9. In order of ‘actionability’...
has bought Slim 36
Jeans
is in San Francisco
@hudson_arnold #opticon2015

10. To develop an eventual picture...
has bought Slim 36
Jeans
On iPhone 6
is in San Francisco
@hudson_arnold #opticon2015

11. of (something close to) a Single Person
has bought Slim 36
Jeans
On iPhone 6
is in San Francisco
is a Male
@hudson_arnold #opticon2015

12. maybe a shiny-headed person
has bought Slim 36
Jeans
On iPhone 6
is in San Francisco
is a Male
@hudson_arnold #opticon2015

13. 1 Person, Multiple Audiences (It didn’t start 1-1)
● Promote Pants
(Never shorts in SF)
● Prioritize size 36
(my size)
● Ask for a Pin
(iPhone behavior)
● Show male cross-sells
(I buy guy’s stuff)
@hudson_arnold #opticon2015

14. Lesson 1:
Personalization is not 1-1
(to start).
@hudson_arnold #opticon2015

15. #opticon2015
Catherine Pao
Growth Product Manager
Blue Apron
@capow

16. Lesson 2:
Not every organization is ready
for personalization.
@capow #opticon2015

17. Experimentation Process
1. Set up/ run experiment
2. Analyze Results
3. Make Decision
@capow #opticon2015

18. ExperimentationProcess
1. Wait for development resources to free up.
2. Set up/ run experiment
3. Analyze Results
4. Make Decision
@capow #opticon2015

19. ExperimentationProcess
1. Wait for development resources to free up.
2. Set up/ run experiment
3. Wait for analyst availability.
4. Analyze Results
5. Make Decision
@capow #opticon2015

20. ExperimentationProcess
1. Wait for development resources to free up.
2. Set up/ run experiment
3. Wait for analyst availability.
4. Analyze Results
5. Find inconsistencies/ errors in the experiment setup.
6. Make Decision
@capow #opticon2015

21. ExperimentationProcess
1. Wait for development resources to free up.
2. Set up/ run experiment
3. Wait for analyst availability.
4. Analyze Results
5. Find inconsistencies/ errors in the experiment setup.
6. Re-run the experiment. (Steps 1 & 2)
7. Make Decision
@capow #opticon2015

22. ExperimentationProcess
1. Wait for development resources to free up.
2. Set up/ run experiment
3. Wait for analyst availability.
4. Analyze Results
5. Find inconsistencies/ errors in the experiment setup.
6. Re-run the experiment. (Steps 1 & 2)
7. Re-run the analysis. (Steps 3 & 4)
8. Make Decision
@capow #opticon2015

23. You’ll run into similar struggles
with personalization.
@capow #opticon2015

24. Messagingvs.LayoutChanges?
OR!
[Custom Message Here]!
@capow #opticon2015

25. Biggerstructuralimprovements?
OR!

26. Lesson 2:
Not every organization is ready
for personalization.
@capow #opticon2015

27. Lesson 3:
Target beyond classic market
segments.
@capow #opticon2015!

28. Targeting everybody is targeting nobody.
Hipster Henry! Shopaholic Sue! Millennial Mark!Retired Richard!
Image Source: http://www.contentcurationmarketing.com/boost-your-content-strategy-with-buyer-personas/!
But what if you don’t have a full-blown segmentation?

29. Take advantage of
technical attributes.
@capow #opticon2015

30. Logged In vs. Logged Out!
Coupon Cookie Info!
Seen XYZ Page!
Seen XYZ Modal!
Cookies
@capow #opticon2015

31. !
Paid Ad Channels!
Organic Ad Channels!
Campaigns within Channels!
Keywords within Campaigns!
Query Parameters/ Referral Sources
@capow #opticon2015!

32. !
IE/ Chrome/ Firefox/ Safari!
Mobile/ Tablet/ Web!
Morning/ Afternoon/ Evening!
Weekdays/ Weekends!
Browser/ Platform/ Time/ Day
@capow #opticon2015

33. Experiment:DownloadingaRecipePDF
BEFORE
@capow #opticon2015

34. Experiment:DownloadingaRecipePDF
AFTER
@capow #opticon2015

35. Experiment:DownloadingaPDFRecipe
• Cookie Targeting
Check if a user is logged out
Check if a user has inputted an email already for any modal
• Results
~30% users entering their email address
@capow #opticon2015

36. Experiment:BrandedGoogleSEMTraffic
BEFORE
@capow #opticon2015

37. AFTER
Experiment:BrandedGoogleSEMTraffic
@capow #opticon2015

38. Experiment:BrandedGoogleSEMTraffic
• Query Parameter Targeting
utm_camapign -> “brand”
• Cookie Targeting
Check if a user is logged out
• Results
~20%+ conversion rate increase
@capow #opticon2015

39. Lesson 3:
Target beyond classic market
segments.
@capow #opticon2015

40. #opticon2015
Mike Norland
Senior Marketing Strategist
AdRoll
@norland

41. Lesson 4:
Prioritize your personalization.
@norland #opticon2015

42. Getallofyourideasout
Real brainstorm
output.
@norland #opticon2015

43. Prioritizehighimpact/lowcomplexity
@norland #opticon2015

44. Prioritizehighimpact/lowcomplexity
@norland #opticon2015

45. Example:Presale/postsale
PRE-SALE
POST-SALE
@norland #opticon2015

46. The hard part of
prioritization is actually
deprioritizing.
@norland #opticon2015

47. Lesson 4:
Prioritize your personalization.
@norland #opticon2015

48. Lesson 5:
Don’t talk about the weather.
@norland #opticon2015

49. Key customer differences: enterprise
SMALLBUSINESS
Preference:FreeTrial
ENTERPRISE
Preference:Productdemo
@norland #opticon2015

50. Safe, always appropriate…but never
particularly interesting.
Talking about the weather.
@norland #opticon2015

51. Example: enterprise personalization
SMALLBUSINESSES ENTERPRISE
@norland #opticon2015

52. Within each personalization, you
are testing a hypothesis.
@norland #opticon2015

53. Lesson 5:
Don’t talk about the weather.
@norland #opticon2015

54. #opticon2015
Tyler Bullen
Program Manager
The Clymb
@tylerbullen

55. The Right Product
The Right Person
The Right Way
@tylerbullen #opticon2015

56. Lesson 6:
The right product…
@tylerbullen #opticon2015

57. The Right Product
• 10-15 sales per day
• Highly varied
• Must show relevant content
@tylerbullen #opticon2015

58. The Right Product

59. The Right Product
• Loyal following
• Respected brand
• High margin
@tylerbullen #opticon2015

60. Lesson 6:
The right product is worth your
effort.
@tylerbullen #opticon2015

61. Lesson 7:
The right person...
@tylerbullen #opticon2015

62. Demographic
+
Contextual
+
Behavioral
@tylerbullen #opticon2015

63. The Right Person
Female
Age: 30
HHI: $75k
Non-
Purchaser
@tylerbullen #opticon2015

64. The Right Person
Female!
Age: 30!
~HHI: $75k!
@tylerbullen #opticon2015
Dude
Age: 20
HHI: $0-10k
Purchaser

65. The Right Person
Female!
Age: 30!
~HHI: $75k!
Dude
Age: 20
HHI: $0-10k
Purchaser
@tylerbullen #opticon2015

66. Retarget past purchasers
@tylerbullen #opticon2015

67. The Right Person
@tylerbullen #opticon2015

68. Browsed twice?
Now entice!
@tylerbullen #opticon2015

69. Audience Building Made Easy
• Purchasers from our database
• Browsers from their on-site pixel
• Pushes to multiple channels
Lytics’ Audience Builder!
@tylerbullen #opticon2015

70. Lesson 7:
The right person demonstrates
good behavior.
@tylerbullen #opticon2015

71. Lesson 8: The right way…
@tylerbullen #opticon2015

72. E-mail is (still) most effective
• Cheapest
• Arrives at the right time
• Is easily measured
@tylerbullen #opticon2015

73. Social: effective but expensive
• Gets those that e-mail can’t
• Easy to measure
• Hard to control
@tylerbullen #opticon2015

74. Onsite: Optimizely made it easy
@tylerbullen #opticon2015

75. Personalized Variation Gives ~10% Lift
• E-commerce retailer
• Members only
• Closeout w/ tight margins
@tylerbullen #opticon2015

76. Lesson 8: The right way unifies
the experience.
@tylerbullen #opticon2015

77. Wrapping Up

78. One Person, Multiple Policies

79. Billions of Potential Combinations

80. Competitive edges are not
free. Come prepared.

81. #opticon2015
8 Early Lessons in Personalization
Hudson Arnold
Strategy Consultant
Optimizely
@hudson_arnold
hudson@optimizely.com
Catherine Pao
Growth Product Manager
Blue Apron
@capow
cpao@blueapron.com
Mike Norland
Senior Marketing Strategist
AdRoll
@norland
mike.norland@adroll.com
Tyler Bullen
Program Manager
The Clymb
@tylerbullen
tyler@theyclymb.com