This document discusses how brands can improve personalization and reduce spam by understanding the context of customers' visits. It introduces the concept of contextual personalization, which uses historical and real-time data like purchase history, location, device and weather to send personalized messages that are relevant to the customer's current context. An example is given of a woman browsing shoes on her phone on a rainy day being offered a deal on wellies, a recommendation tailored to her context. Downloading a whitepaper is suggested to learn more about how contextual personalization can enhance customer engagement for brands.

1. Don't Become
Brand Spam.
Fight Back
with Context!
© 2014 Webtrends, Inc. 1

2. © 2014 Webtrends, Inc. 2

3. facts
the
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4. Blimey!
facts
The average Brit has 260
emails unopened in their inbox
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5. of these emails
are from brands
of Brits say brand
spam drives them mad
facts
56% 84%
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6. Brilliant!
facts: get personal
81% of Brits respond positively when they
receive personalized content from a brand
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7. of those who NEVER open
emails say they would
if the subject line was
personalized
of the people who
SOMETIMES open brand
emails say they would if it
was personalized
facts: get personal
60% 82%
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8. challenge
the
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9. Personalization isn’t what it used to be
challenge
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10. challenge
Marketers are faced with the process of customer’s
“Self-selecting.”
Ignoring emails that they signed up for but are simply not
relevant at the time they are sent–personalized or not.
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11. solution
the
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12. What IF brands could improve
personalization by understanding
the context of each customer’s visit?
solution
Because it’s all about relevancy,
contextual relevancy
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13. At Webtrends, we call that...
contextual
personalization!
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14. Wicked!
solution
So... what is contextual personalization?
It’s the combination of historical and real-time data to come to
context-sensitive insights about customers.
Contextual
Time of day, current site activity,
weather, device
Personalization
Purchase history, personal
preferences, demographic
(age, gender, etc)
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15. insight!
personal + contextual =
Let’s see an example...
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16. solution: contextual personalization
Hello!
Meet Jill...
She is a fashion-loving female
who has purchased items
from this retail site in the past.
Today she is visiting the site
from her mobile device,
looking at women’s shoes on
a rainy day in London, where
she lives.
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17. solution: contextual personalization
Personal
Jill-27
London
Historical
Contextual
12:31 p.m.
Mobile
Shoes
Rain
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18. solution: contextual personalization
Because we know from historical data
that Jill is a frequent shoe-shopper
and from real-time data that she is
browsing via mobile, from London,
on a rainy day, we can recommend a
deal on wellies – likely the item Jill was
looking for!
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19. solution: contextual personalization
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20. w e b t r e n d s
learn: download the whitepaper!
Want to learn more about
Contextual Personalization?
Download the whitepaper here
© 2014 Webtrends, Inc. 20
Contextual Personalization
The next frontier in customer
engagement.
John Fleming – Marketing Director, Webtrends EMEA & AsiaPac
Webtrends® Whitepaper © 2014 Webtrends, Inc. All Rights Reserved