This document provides an overview of Rise Interactive, an agency focused on media, analytics, and customer experience. It summarizes Rise's services including interactive investment management, customer insights, business intelligence, and personalization. The document discusses the importance of personalization and how Rise helps clients implement strategies through audits, testing, identifying the right audiences, and providing relevant experiences. It provides examples of how data can be used to fuel content strategies and create effective user personas. Finally, it addresses some common myths about personalization.

1. Zach Lawryk, Director of Global Sales Engineering
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7. Strategy & Demo
Zach Lawryk,
Director of Global
Sales Engineering

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24. 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

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Why Personalization
Leverage the relevant
and tailored experience
solidifying loyalty and
increased customer value

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What About Personalization
You can have any color,
as long as it’s black
-Henry Ford

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Orchestrating a Personalized Experience
•Audit
•Drivers
•Enablers
•Mythbusters
•Q & A

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Rise Interactive
Overview

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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

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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

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Centers of Excellence
Rise Analytics

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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

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Driver – A/B Testing
Enabler: Data Driven Hypothesis

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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

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• 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

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Testing & Personalization
•Not mutually exclusive
•Economies of Scale
•Strategy for Hypothesis creation
•Audience Impact Discovery
•Documentation & Momentum building

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Driver – Right Audience
Enabler: Data

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Driver : Identify and define Audience
Reach
Complexity
Impact

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Enabler: Leveraging Data
•Foundation : Complete set of data
•Prioritization
•Segment , Segment & Segment
– Behavioral
– Demographic
– Lifecycle
– Psychographic
•Transform data to CX is key

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Driver – Relevant Experience
Enabler: Content | User Personas

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Keys To Successful Experience Strategy

42. Audit to Identify Content Opportunities
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Sample Data

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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

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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,

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Summary

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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

47. THANK
YOU
Please Contact:
Ashmita.Chatterjee@riseinteractive.com

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Thank You!