From Purpose to Person (Matthew Niederberger)
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Matthew Niederberger, channel manager conversion at Ziggo, the largest cable operator in the Netherlands, talked to a group of marketing a-listers about the competitive advantage of using personalization to offer winning customer experiences. His presentation, "From Purpose to Person," walks you through how to get started your organization on board with personalization efforts and how to get started. Like what you saw? Check out Matthew on Twitter at www.twitter.com/MatthewNL or on his blog at www.actualinsights.com/.
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From Purpose to Person (Matthew Niederberger)
- 1. From Purpose to Person!
- 2. Actually…! it is about the progression of both.!
- 3. What stops us from starting?! Ajourney of a thousand miles must begin with a single step.! - Lao Tzu Translated The way of the path and the virtue (loosely)
- 4. Wu Wei & Theory of NonAction! The Wu Wei theory states that beings act naturally in accordance with the Tao, they do not "do" something, they just behave as they are naturally ordained to. Example Trees don’t take action to grow, they just do.
- 5. Wu Wei & Websites! Websites are the ultimate example of ‘always on’ mass communication. “They do not ‘do’ something, they just behave as they are naturally ordained to.” Users are the trees, our websites their environment We limit user interaction and block natural behavior by not respecting the individual.
- 6. Wu Wei & Personalisation! Knowing to Act Knowing Not to Act Not Acting Acting 1 2 3
- 7. Start with ‘should you act’.! Why? To convince the boss…
- 8. Get data to build your case! Digital analytics, heatmap analysis, surveys, or even simpelA/B testing* * focus on getting data, not the method
- 9. The proof is inside…
- 10. 1 simple persuasion technique! Show them that users act different based on 3 simple segments (2 shown here): All Visitors Returning Visitors Looking at 95% significance or higher, all visitors matches returning visitors various goals various goals
- 11. Returning Visitors 1 simple persuasion technique! Show them that users act different based on 3 simple segments (2 shown here): Customers Looking at 95% significance or higher, returning visitors behave differently than customers various goals various goals
- 12. 1 simple persuasion technique! Conclusion #1! Returning visitors natural drive is to:! • need more information before committing and therefore proceed to the product detail page! • choose a welcome gift (new customers only) and then proceed to purchase process various goals
- 13. 1 simple persuasion technique! Conclusion #2! Existing customers natural drive is to:! • seek more contact with company; research suggests for customer support reasons! • enter the purchase process from this page which lets them up-/downgrade their subscription
- 14. What stops us from starting?! “Ajourney of a thousand miles must begin with a single step.”! Some of the more common reasons for not starting:! • Don’t know where to start! • Not enough (skilled) resources! • Costs are to steep! • Worried about privacy lash back
- 15. Acting & Knowing toAct! Knowing to Act Knowing Not to Act Not Acting Acting 1 2 3
- 16. It all boils down to this.! Scan Focus 1 = many 1 = few 1 = 1 1 = plenty Personalisation is the most granular level of user segmentation. Personalisation is also a process of adapting a business culture to a user’s natural flow.
- 17. Rule #1 = Bite < Chew! Resources needed 1 = many 1 = few 1 = 1 1 = plenty People Time Money
- 18. Rule #1 = Bite < Chew! 1 = many 1 = few 1 = 11 = plenty Are you generating internal traction and ROI, becoming more skilled? Increase investment and move on to next level of granularity.
- 19. 100 1 2 3 4 5 6 7 8 9 10 -2 -1 0 1 2 3 4 5 6 7 8 9 Time Money Investment ROI Skills & Resources Initial Investments Bottom Line! Move to next level
- 20. Acting & Knowing toAct! Knowing to Act Knowing Not to Act Not Acting Acting 1 2 3
- 21. Some of the more common reasons for not starting:! • Don’t know where to start! • Not enough (skilled) resources! • Costs are to steep! • Worried about privacy lash back What stops us from starting?! “Ajourney of a thousand miles must begin with a single step.”!
- 22. Privacy Matters! …but privacy isn’t anonymity. In a 2014 study on offline shopping, consumer stated, 8 out of 10, that they would not like it if their in-store behavior would be tracked, but 61% would be willing to consider it if given enough incentive, something in return.!
- 23. Privacy Fears! “Fear stems from lack of understanding.” Tips to improve understanding:! !•!talk about recommendations (helpful), not personalisation (pushy and infringing)! !•!make users feel in control! !•!trigger participation by incentives, or gamification like Amazon Betterizer! !•!be transparent on personalisation usage! !•!don't be the stalker, be the assistant, be the bringer of good news! !•!always allow users to change their settings
- 26. Be the assistant! “improve your shopping experience”
- 27. Allow users to change settings!
- 28. Acting & Knowing toAct! Knowing to Act Knowing Not to Act Not Acting Acting 1 2 3
- 29. Some of the more common reasons for not starting:! • Don’t know where to start! • Not enough (skilled) resources! • Costs are to steep! • Worried about privacy lash back What stops us from starting?! “Ajourney of a thousand miles must begin with a single step.”!
- 30. This is you… after today.
- 31. The only thing standing between you and your goal is the bullshit story you keep telling yourself as to why you can't achieve it