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The New State of Personalization

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With the digitization of everything and the growth of liquid expectations, companies now have the daunting task as well as the opportunity to help their customers fulfill their wildest intents.

In this presentation discover how Accenture Interactive will discuss how personalization is revolutionizing marketing strategies.

The Key Takeaways:
- Major digital marketing trends where personalization is proving disruptive
- Accenture Interactive’s POV on personalization and practical frameworks you can apply
- What’s next including how the customer genome will change customer relationships

Published in: Technology
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The New State of Personalization

  1. 1. How Personalization is Revolutionizing Marketing Strategies The New State of Personalization March 23, 2017
  2. 2. Nate Wright Director, Product Marketing Optimizely Scott Tieman Managing Director of Personalization Accenture Interactive
  3. 3. Housekeeping • We are recording this webinar • You’ll receive the recording and slides • Use the question box to ask questions during the presentation • We’ll answer all questions at the end
  4. 4. Agenda 1. The New State of Personalization 2. Customer challenge and Optimizely solution overview 3. Questions and Answers
  5. 5. 75% Customers have higher than ever expectations. SOURCE: Accenture Personalization Pulse Check, 2016 of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, or knows their purchase history
  6. 6. The New State of Personalization • How Personalization is Revolutionizing Marketing Strategies
  7. 7. THE NEW STATE OF PERSONALIZATION
  8. 8. BIG TREND IN MARKETING #1 THE HUMAN EXPERIENCE 8
  9. 9. TOO MUCH CHOICE From 50,000 products in 50,000 sq. ft. stores to millions of products on a 4” screen How do I know I’m choosing the best product? Could I get a better deal elsewhere? Choice can be paralyzing… NOT ENOUGH TIME Ultra-competitive workplace, overscheduled families, always connected… TOO MUCH CONTENT Solicitations, offers, promotions, social streams… Product sites, third-party research, news, reviews, ratings, blogs…
  10. 10. B2ME 10
  11. 11. BIG TREND IN MARKETING #2 PRODUCT OR SERVICE? 11
  12. 12. EXPERIENCE 12
  13. 13. EMOTION 13
  14. 14. EXPECTATIONS ARE NO LONGER LIMITED TO BEST-IN-CLASS FOR YOUR INDUSTRY DIRECT COMPETITORS EXPERIENTIAL COMPETITORS PERCEPTUAL INFLUENCERS Change customer’s expectations Set expectations across industries Compete directly with you DIRECT CATEGORY COMPETITORS
  15. 15. BIG TREND IN MARKETING #3 LINEAR OR CIRCULAR FUNNEL? 15
  16. 16. PERSONALIZED JOURNEYS 16
  17. 17. The goal of personalization is not about cross or up selling. Nor is it about the right product in the right place at the right time. The goal of Personalization is to use data to make it easier for customers to find & consume what they want, how and when they want.
  18. 18. 4 R’s of Personalization RECOGNIZE REMEMBER RECOMMEND RELEVANCE
  19. 19. ORCHESTRATE OPERATIONALIZE ORGANIZE THREE PRIMARY CHALLENGES TO SCALE TALENT & CULTURE NEEDED TO TEACH SYSTEMS TO BE PERSONAL TECHNOLOGIES & DATA TO CREATE A SEAMLESS PERSONALIZED EXPERIENCE PROCESSES & GOVERNANCE TO EMBED PERSONALIZATION ACROSS ALL EXPERIENCES
  20. 20. WHATS NEXT?
  21. 21. FEATURES • Lavender and Vanilla aroma • Helps lull baby to sleep • Tear-free • Cleans hair and skin • No phthalates, parabens, petrolatum, or SLS • Pediatrician-tested and hypo-allergenic • Safe, effective and natural INGREDIENTS Aqua (water, eau), caprylyl/capryl glucoside, sodium lauroyl glutamate, disodium cocoyl glutamate, oryza sativa (rice) extract, sodium cocoyl hydrolyzed soy protein, origanum vulgare leaf oil MERCHANDISING • Size: 12oz • Price: $9 • Package: no pump • Category: Health & Beauty • Sub-Catg: Children Shampoo • Shelf Position: top • Display: no RATINGS & REVIEWS • Ratings: 5.0 stars • Review Cnt: 9 • Review Tokens: babysitting, fussy, love this product, grandmother • Reviewer Avg Age: 45 • Percent Incentivized: 0% • Sensitive Skin: 50% BRAND • Name: Burts Bees • Klout Score:50.7 • Green Score: 8.9 • Manf Location: USA ORGANIC BRAND CRUELTY FREE LAVENDER HYPOALLERGENIC ALOE DNA & LIVING PROFILE OF THE GENOME
  22. 22. USE MY DATA TO SERVE ME 3 CONSIDERATIONS FOR EFFECTIVE USE OF PERSONAL DATA BE TRANSPARTENT WITH MY DATA GIVE ME CONTROL OF MY DATA 70% 75% 68% Say yes Say yes Say yes
  23. 23. WHAT All THIS MEANS FOR Your Customers Your Corporation
  24. 24. ACCENTURE INTERACTIVE AGENCY* OF ACCENTURE DIGITAL WE ARE
  25. 25. Optimizely X Personalization: Deliver High- Performing Personalized Experiences Target content and experiences based on customer behavior and 1st and 3rd party data Experiment with personalization strategies and see what works Power personalization with a single view of the customer
  26. 26. Optimizely X: Operationalize Experimentation Across the Organization Enable Rapid Experimentation by Everyone Experiment Everywhere on Any Channel and Device Deliver High-Performing Personalized Experiences Optimize Anything that Matters to your Business
  27. 27. Key Takeaways 1) Customers now expect personalized experiences wherever they interact with your brand. 2) Personalization means using data to deliver your customers what they want, how and when they want it. 3) With Optimizely X, you can deliver personalized experiences and iterate through experimentation.
  28. 28. Questions?
  29. 29. Thank you!

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