3P’s of Personalisation People, Performance and Pitfalls
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This document discusses the three P's of personalization: People, Performance, and Pitfalls. It addresses key questions around personalizing experiences without being creepy, what technology and skills are useful, and learning from customer behavior. Potential pitfalls around using data versus understanding behavior are explored. The importance of having the right team with skills in artistry, science, and entrepreneurship is covered. Examples from twinings.co.uk demonstrate how to capture customer information, bring people back through personalization, and strengthen bonds.
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3P’s of Personalisation People, Performance and Pitfalls
- 1. 3P’s of Personalisation People, Performance and Pitfalls Digital Marketing Show 20 November, 2014
- 2. Who is this guy, then? Simon Lassam
- 3. Whose party are your customers going to?
- 4. Where are your peers?
- 5. Three key questions 1. How do I personalise without being creepy? 2. What technology and skills should I be using? 3. How do I learn from and grow revenue based on customer behaviour?
- 6. Pitfalls
- 7. Data vs behaviour • Born 1948 • Grew up in England • Divorcee, remarried • 2 children • Successful in business • Won awards for work • Extremely wealthy • Holidays in the Alps • Likes dogs
- 9. Will you marry me?
- 10. Nothing stays the same
- 11. Beware the alter ego
- 12. Performance
- 13. Help the customer
- 14. Location User IP: USA.NYC.NY.BRKLYN
- 15. Capture information and build your relationship
- 17. Cross-selling
- 18. Strengthen your bond & shout from the rooftops
- 19. People
- 20. A crack team…
- 21. The skills… ARTIST SCIENTIST ENTREPRENEUR Creates compelling copy and designs that target the audiences in line with the company brand Tests, measures and reports the success of designs and campaigns to find which ones work best with business goals Works with data to understand how business goals balance with customer demand to translate research into design briefs
- 22. Technology on your team + +
- 23. Proof
- 24. twinings.co.uk
- 26. Research & requirements Personas Customer journey
- 28. Contact groups Actions & scores Automated processes Assign to group (persona) Custom product recommendations and promotions Customer browses content or products / adds an item to basket or makes a purchase Personalised content on site and in marketing emails
- 30. Thank you simon.lassam@ridgeway.net @simonlassam ridgeway.net @ridgeway
Editor's Notes
- The great thing about personalisation is that it creates loyal customers who spend more The awful thing about personalisation is that if your competitors beat you to it, you’ve got to fight to get your customers back Right now, you’re leaking leads Spend a lot of time and money getting customers into the pipeline, then lose them because one of your competitors is better engaged with them Customers WANT to be engaged – reminded, educated, prompted…
- The latest eConsultancy round table on personalisation talked to marketers about where they are on personalisation shows our digital leaders are: It reflects what we hear in the industry and probably how you will feel walking away from this talk: Personalisation is very important to the digital strategy and there’s a push to see it in action. Many marketers are already adopting strategies to increase engagement through personalisation and measuring the effectiveness. What’s holding teams back is the technology to achieve this. In fact, many of the marketers at the round table reported that they were looking for inspiration and leadership. The feeling is definitely that as much as it’s something you can’t afford to miss, it’s something you can’t afford to mess up.
- Most marketers are concerned about 3 things: How do I personalise without being creepy? What technology and skills should I be using to do this? How do I learn and grow on customer behaviour? Today, we’re going to talk about these areas and I hope you come away with some things to think about. We’ll look at a few pitfalls to prepare you for what to consider in your strategy We’re going to take a look at how you can make the most of personalisation, based on how the Kentico platform does it Importantly, we’re going to talk about how your team and business need to align to achieve the best results Finally, we’ll show you how our client, Twinings, are using Kentico to support their personalisation strategy I’ll be here for any questions at the end, or come and see us on our stand in the Digital Marketing hub (can point it out from here)
- Personas are often based on demographics, rather than behaviour Two examples of data-based personas… are they the people you would imagine when this was described? Beyond any data you may have is a person Multiple interests Individual Gift buyers Different prompts to buy Preferred methods of purchase Time constraints Privacy needs Sensitive life changes to consider Far better to understand people by how they behave, rather than on demographics
- Who are Target? What happened? By now I’m sure you’ve heard the story of how Target knew a teenage girl was pregnant before her father did. This was based on behaviour of what people bought. It offered an attractive incentive of discounts at an already expensive time. The only problem was the personal nature of the contact, the inability to opt out and the sensitivity of the subject. In short, it got creepy and sometime upsetting. Daughter browsed website, website worked out she was pregnant, send coupons in the mail, father intercepted and wrote angrily to Target – daughter still in high school, inappropriate to send this sort of material to girls of such age… only for his daughter to then break the news to him that she was due in August… Privacy Get consent and be clear how information will be used Let users opt out Value of exchange Is what you’re offering worth customers giving up their data? Sensitive topics/ potential life changes Let users control their data Consider possibilities for life changes and how to manage
- If I asked you to marry me, what would you say? NO! Of course you’d say no, you know nothing about me, we have no relationship Why treat your customers any differently? You can immediately alienate someone by moving too fast Personalisation and automated communications give you a great way of building the relationship up You learn when a customer is interested and ready by their behaviour ENGAGEMENT is a term that lends itself to thinking of “will you marry me” syndrome
- Good personalisation is not just about using your name or cleverly inserting personal details Calls to “check your details now” and obvious consideration of how these things can easily change can be applied in many instances Example above of a simple technique used by the Kennel Club’s Petlog website to allow their users to modify how their experience is being personalised Even letting people change their preference on contact is better than losing them altogether Preference centre Frequency of contact How contacted
- Research last year by Sophos showed that the average person now carries 2.9 devices. People use different channels to buy – how can you create a personalised experience based on location/ device? How can you feed the data you capture at each stage into an account?
- Not all of your customers are entirely anonymous just because they haven’t logged in Look at the search terms that have led to your site – what could you have done to help that customer more?
- By tracking the IP address, you can use prompts to make the purchase more attractive Free delivery might be all over the country, but by showing their area, it makes them feel special
- You’ve already positioned yourself as relevant to what they’re interested in, but customers aren’t always ready to buy…yet…not without a little push What can you give them which adds value to your relationship and builds engagement (without implying a marriage proposal)? Sign up for newsletters Data capture on valuable information – add value to your relationship, build trust Set up accounts to create wish lists Now you’ve got some time to let the customer think about it. But don’t let them forget! This is where the automated communications kick in. Now you’ve got some time to let the customer think about it. But don’t let them forget! This is where the automated communications kick in. Traditionally, this is where we’d sift data, set up new lists and blast off emails on a regular basis Now it’s automated, it’s real time and sift-free
- It may take several emails, but once the customer clicks a link from the email to the website, you can continue to personalise based on their interests and engage to buy Map out your customer journey, the touchpoints and how you take them from initial view to purchase Imagine yourself as a shop assistant – what would you say or do to convert that customer?
- You’ve now got a happy customer. He’s got what he needed and comes to you for advice on how to fly his aiship What else might he need? Time for those automated emails to send him out some offers
- Your customer is happy. He’s getting just what he needs from you and returning. Make the most of it by asking him to review his purchase to help others Let him socially share his purchases for other people in his community
- I hear you murmur “this is all well and good, but how do I achieve it without a small army? Did the A-Team have all the people in the world? No they did not. Did the A-Team save the day every week? Of course!
- Pressure on marketing teams is higher than ever Written content Visual assets Social media Email marketing Performance tracking Budgeting Analytics User research Data analysis Marketers are inevitably turning to expert agencies for advice, investing in training and using technology to create efficiencies
- The last thing you want is multiple logins, staff training and integrations The ideal flow is your marketing driving customers to your content, which leads them to purchase – all in one smooth flow Makes it easier to measure, follow the journey and attribute success to activities and even individuals
- Twinings launched their new website with us in September Their main criteria for choosing to build on the Kentico system was that it allowed them to grow into automated and personalised marketing without bolting on
- New, responsive website
- Twinings looked at their existing customers to see if there were distinct groups of customers with similar goals and needs They created personas around personalities such as tea aficionados, gift buyers and health conscious green tea buyers They assessed the unique journeys each one of these would take through not just the site, but every digital touch point that led to a final sale
- There’s a little bit of push and shove of the experience you want to have and what the system can achieve There’s no harm speaking to the agency about your ideals – with Twinings, Kentico built v8.1 of the platform around their customer needs
- Personas are still pigeonholing A loyal tea enthusiast may want to buy tea gifts for others in his tea loving community Offer “sideways” products and generic emails to see what else he may buy By building on the behaviour of the customer, they can be targeted with messages as unique as they are with minimal effort It’s a strategy that lets you build a rule at a time – test, measure and react with a focus
- Have a look at the cost of your system when looking at this slow-building strategy – are you paying monthly when it lies dormant or a one off fee? Christmas is also a factor of why Twinings are not currently strongly personalising right now The system is still working though, gathering data to allow us to build a full EMS campaign in January 2015 Watch this space as we follow their project and successes