While many talk about personalization and the value it can bring, the challenges of implementing it often mean the initiative never gets off the ground. Where should you start, and what tools should you use to test, learn, and create the most powerful and relevant experiences? Join Optimizely’s Senior Strategy Consulting and Solutions Engineering managers to learn how to lay out your personalization strategy and use new product features that make it faster and easier to personalize your campaigns with Optimizely.
In this session you’ll learn:
- How to develop a personalization strategy, and where to get started
- How machine learning capabilities can help you start personalizing today
- A walkthrough of Optimizely’s Personalization solutions, including Extensions, Recommendations, and the recently launched Adaptive Audiences
Alfa purlins girts & eve struts are secondary structural members used to support the wall and roof panels. Alfa purlins are used on the roof, girts are used on the walls, and eve struts at the intersection of sidewalls and roofs.
Alfa purlins, girts, and eave struts are designed in accordance with the American Iron and Steel Institue (AISI) then cold-formed design manual.
Alfa purlins girts & eve struts are secondary structural members used to support the wall and roof panels. Alfa purlins are used on the roof, girts are used on the walls, and eve struts at the intersection of sidewalls and roofs.
Alfa purlins, girts, and eave struts are designed in accordance with the American Iron and Steel Institue (AISI) then cold-formed design manual.
- Evolution of the design standards
- Composition and links between Eurocodes
- Fundamental requirement in Eurocodes
- Eurocode 0 : BASIS OF STRUCTURAL DESIGN
- Partial Factor method - probabilism
- Limit states
- Eurocode 1 - Actions and combinations
Introduction-Plastic hinge concept-plastic section modulus-shape factor-redistribution of moments-collapse mechanism.
Theorems of plastic analysis - Static/lower bound theorem; Kinematic/upper bound theorem-Plastic analysis of beams and portal frames by equilibrium and mechanism methods.
Effect of tendon profile on deflections – Factors
influencing deflections – Calculation of deflections – Short term and long term deflections - Losses
of prestress
Questões Corrigidas, em Word: Cinemática Escalar - Conteúdo vinculado ao blog...Rodrigo Penna
Este arquivo faz parte do banco de questões do Blog Física no Enem. A ideia e aumentar este banco, aos poucos e na medida do possível. Para isto, querendo ajudar, se houver erros, avise-nos: serão corrigidos. Lembre-se que em Word costumam ocorrer problemas de formatação. Se quiser contribuir ainda mais para o banco de questões, envie a sua corrigida e comentada, em Word, o mais detalhada possível para ser capaz de Ensinar a quem precisa Aprender. Ela será disponibilizada também, com a devida referência ao autor. Todo o conteúdo está descrito, organizado e lincado no nosso blog:
http://fisicanoenem.blogspot.com/
Insurance marketing like geico or progressive no notesCarole Mahoney
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Measuring the effectiveness of marketing activities and proving impact on revenue are on the mind of every marketer. There’s no question that there’s value in properly identifying, tracking, and analyzing KPIs to understand the value marketing brings to your organization, but it can be challenging getting the framework in place to do this properly.
- Evolution of the design standards
- Composition and links between Eurocodes
- Fundamental requirement in Eurocodes
- Eurocode 0 : BASIS OF STRUCTURAL DESIGN
- Partial Factor method - probabilism
- Limit states
- Eurocode 1 - Actions and combinations
Introduction-Plastic hinge concept-plastic section modulus-shape factor-redistribution of moments-collapse mechanism.
Theorems of plastic analysis - Static/lower bound theorem; Kinematic/upper bound theorem-Plastic analysis of beams and portal frames by equilibrium and mechanism methods.
Effect of tendon profile on deflections – Factors
influencing deflections – Calculation of deflections – Short term and long term deflections - Losses
of prestress
Questões Corrigidas, em Word: Cinemática Escalar - Conteúdo vinculado ao blog...Rodrigo Penna
Este arquivo faz parte do banco de questões do Blog Física no Enem. A ideia e aumentar este banco, aos poucos e na medida do possível. Para isto, querendo ajudar, se houver erros, avise-nos: serão corrigidos. Lembre-se que em Word costumam ocorrer problemas de formatação. Se quiser contribuir ainda mais para o banco de questões, envie a sua corrigida e comentada, em Word, o mais detalhada possível para ser capaz de Ensinar a quem precisa Aprender. Ela será disponibilizada também, com a devida referência ao autor. Todo o conteúdo está descrito, organizado e lincado no nosso blog:
http://fisicanoenem.blogspot.com/
Insurance marketing like geico or progressive no notesCarole Mahoney
Do you work for or own an independent insurance agency? Have you seen growth either decline or just remain flat? Do you or your producers spend more time trying to find new business then you do servicing it?
How to Prove Marketing ROI: Overcoming Digital Marketing ChallengesMediacurrent
Measuring the effectiveness of marketing activities and proving impact on revenue are on the mind of every marketer. There’s no question that there’s value in properly identifying, tracking, and analyzing KPIs to understand the value marketing brings to your organization, but it can be challenging getting the framework in place to do this properly.
Powering nonprofit digital marketing through a $120,000/ year Google Grant for Nonprofits, and then setting the proper marketing automation to raise funds, increase volunteers, and boost organizational impact.
Convincing Your Boss(es) to Confidently Spend (more) on AdvertisingKevin Dieny
My Presentation from my Session at HeroConf 2019, in Philadelphia.
This presentation is for anyone who wants to invoke data-decision making and business transformation learning:
1) How to convince your boss to spend more budget on advertising so it benefits your entire organization.
2) How to conquer the proper success metrics, "The Golden Metrics" linked to Customer Lifetime Value (CLV).
3) How to confidently use your data to transform your business to be more customer-centric.
The business value of consumer analytics and big data is not just about what you can discover or infer about the consumer, but how you can use this insight promptly and effectively across multiple touchpoints (including e-Commerce systems and CRM) to create a powerful and truly personalized consumer experience.
For most organizations, mobilizing this kind of intelligence raises organizational challenges as well as technical ones.
This presentation reveals how some leading companies are starting to address these challenges, and describes the vital role of enterprise architecture in supporting such initiatives.
Outperform Webinar Series: How to Capture Your Customers at the Top of the Fu...Optimizely
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Website metrics, like purchases and form submissions, are top of mind for marketers—but how can you impact those key metrics if users leave as soon as they land on your website?
Join Optimizely’s lead strategy consultant, Alek Toumert, to learn how to engage visitors the moment they arrive at your site through experimentation.
Convincing Your Boss(es) to Confidently Spend (more) on AdvertisingHanapin Marketing
Could your business profit from the scaling of advertisement spend? Wrangling your boss with swagger and tact is not always enough to win larger budgets. The Answer? Arming yourself with a customer-centric strategy, backed by CLV, that can drive a responsible and ‘winning’ conversation with your organization. In this session you will walk away with knowledge and actionable resources so you can:
- Convince your boss how spending more on advertising will benefit your organization.
- Conquer your omnichannel success metrics and their impact on your customer lifetime value.
- Confidently use your data to transform your organization to be more customer-centered.
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Slideset from October 2 Confluency Solutions presentation and webinar:
Time and money are finite resources, so you want to be sure that the marketing tactics and program you choose are targeted to your objectives - and you want to be sure you are getting the most return on your marketing budget. Webinar attendees will be provided a link to a Gap Analysis worksheet do they can develop their own top-down, bottom-up objectives.
How far have we come from the ‘yellow page paradigm’?
Top-down, bottom-up gap analysis
Matching the communication channel to your target
Who are you selling to?
Low hanging fruit - customer value
Low hanging fruit - green growth
Other options and ROI considerations
Mixing digital and analog
Managing your content distribution - the editorial schedule
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Learn how to identify which digital tools attract attention from companies, how to incorporate industry attraction into your digital media strategy, how to digitally target entrepreneurs within an industry, and how to digitally target site selectors and business location decision makers.
Digital Marketing and Lead Generation for Startups. Focused on online lead generation, but also covering Outbound lead generation processes. Covers identifying target buyers; value proposition; website design for lead generation; content marketing; paid online ads; Search Engine Optimization, email marketing, social media marketing. Describes key steps in Outbound lead generation too - prospecting, prospecting tools, initial email contacts, follow-up and conversion.
Personalisation for Peak as presented at Ecom Rocks event Magento Horizon by Rory Gilmore from Nosto. Personalisation is more than the latest trend in ecommerce, it’s a way to reach an increasingly individualistic audience and deliver exactly what they want. Pick up ecommerce personalisation strategies from Nosto, the fastest growing personalisation solution in the world.
Growth through Marketing and Innovation - Digital Sales FunnelsKash Dhanda
Created by Kash Dhanda and presented at the JP Morgan Future Leaders exchange in Hong Kong.
Speaker Bio: "With twin passions for strategic innovation and design, Kash Dhanda leads the Ezra Digital team in its mission to change the way clients see themselves and their customers. Specializing in digital strategy, web design, and digital marketing, Kash has worked with clients in a dozen different industries, including technology, medicine, education, and architecture. In addition to founding Ezra Digital, Kash is a certified Innovation Instructor with the LUMA Institute and has delivered two-day intensive workshops around the world for businesses and non-profit organizations. At work, he spends his time developing strategy, providing creative direction, and working collaboratively with clients. At home, he spends his time playing (and occasionally even winning at) poker, trading cryptocurrencies, and discovering new worlds in virtual reality
7 tips to Market your Travel Offer on the Web Karine Miron
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Your smarter data analytics strategy - Social Media Strategies Summit (SMSS) ...Clark Boyd
The volume and velocity of available data brings with it a huge amount of new opportunities for marketers. However, without the analytics know-how to avail of this data, these are opportunities that are often missed. Moreover, the variety of different data sources and analytics platforms only add to this complexity.
This presentation covers:
- How to define and communicate an analytics framework
- How to set up analytics dashboards for a range of stakeholders
- The people and skills you need for an optimal analytics team
- Practical tips for improving your campaign measurement
Similar to Make it Personal: Accelerating Your Personalization Game Plan (20)
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Clover's Digital Growth team is responsible for optimizing the merchant's digital experience and they rely on experimentation to guide digital decision-making. This enables them to quickly learn and measure what changes deliver the best outcomes for users.
Join us with Lead Product Manager of Growth, Monil Shah, to learn how Clover:
- Increased digital conversions amongst merchants with an investment in experimentation
- Grew experiment velocity by 4x after replacing Adobe Target
- Designed a framework to efficiently capture and prioritize test ideas, and roll out winners
Learn the real best practices and pitfalls of experimentation based on scientific research and insights. Hazjier is co-author of three studies on experimentation with Harvard Business School and his work is covered in the book Experimentation Works. This talk will dive into the best practices of experiment design, the role of hierarchy in experimentation teams, and the value of experimentation.
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Mystique CLI is an Atlassian developed CLI for Optimizely Web. It is a multi-phase project that is currently focusing on improving the development cycle for growth engineers. Currently, Mystique is the standard for developing web experiments at Atlassian, and is capable of a wide variety of operations utilizing Optimizely's REST API. This includes creating, updating, testing, and duplicating experiments/personalization campaigns, as well as "promoting" these entities between Optimizely projects for different environments (e.g. from QA => Prod). It has significantly reduced manual overhead and decreased development time by up to 95% for particular actions.
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AMC Networks Experiments Faster on the Server SideOptimizely
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Scale across web, mobile, and OTT applications
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Overcoming the Challenges of Experimentation on a Service Oriented ArchitectureOptimizely
Growing from an early stage startup to a national leader in financial literacy is no small feat, and there are a ton of lessons that we have learned at Greenlight as we have grown. Long gone are the days where we would ship something and cross our fingers hoping that it makes some kind of impact on our customers. Now we’re in a world where we can learn ahead of time how much impact a feature will have on the business, before we even launch! In today’s conversation, we’ll discuss how we use Optimizely’s feature flags in our microservice architecture using Optimizely Agent while keeping user IDs and context synchronized.
This session will cover:
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How we created a user-aliasing service
How we access Optimizely both on the frontend and in the backend services.
How to build a full stack feature
How to manage the rollout using Optimizely’s feature flags
How The Zebra Utilized Feature Experiments To Increase Carrier Card Engagemen...Optimizely
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Making Your Hypothesis Work Harder to Inform Future Product StrategyOptimizely
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Kick Your Assumptions: How Scholl's Test-Everything Culture Drives RevenueOptimizely
Amy Vetter, Consumer Experience Manager, Direct To Consumer, Europe, will walk you through some of the tests that she and her team run across the Scholl brand. Amy will highlight surprise learnings and how to remove the fear of failing. The team is empowered to test everything possible that will allow the customer to get the best experience and also support the brand’s goal for more revenue and customer data.
At Charles Schwab, they have a mantra of viewing the world through their client’s eyes. When it comes to building digital experiences and running experiments, winning isn’t just about moving metrics, it’s also about improving customer experience. Sara Tresch, SVP of Digital Services at Schwab will be discussing how Schwab designs products and experiments with a client-first mindset.
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In this session, you'll learn how to:
Optimize UX for a freemium business model
Use data to deliver customer-centered products
Scale experimentation and accelerate growth
Test Everything: TrustRadius Delivers Customer Value with ExperimentationOptimizely
When done right, experimentation can help you validate the product you’re building and create winning customer experiences. And it doesn’t take a big engineering team to make this happen.
TrustRadius, the most trusted review site for business technology, uses experimentation to build an online community through website and server-side experimentation. The small but mighty TrustRadius team runs experiments throughout the buyer’s journey to engage different user personas and understand outcomes in real-time.
Watch the webinar recording featuring Rilo Stark, product manager at TrustRadius, and Jack Peden, senior software engineer, to understand their data-driven experimentation strategy and how TrustRadius uses Optimizely Web and Full Stack products to tailor experiences to different customer segments and mitigate risk through A/B/N and painted door tests.
In this session, you will learn: how to embed feature flagging sitewide to deliver safer, faster releases, best practices for implementing feature flags in a services-oriented architecture, and the latest enhancements you need to help your team recover faster when ship happens.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
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What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
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Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
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Make it Personal: Accelerating Your Personalization Game Plan
1. Congratulations to our
Outperform Award Winners!
Most Dramatic
Business Impact
Most Customer-
Obsessed Company
Culture
Most Transformative
Innovation
Most Inspiring Social
Impact
2. 2
Sessions today will be recorded and will be available
after Opticon
Join the conversation on Twitter at #Opticon19
We want to hear from you! Give feedback and rate
sessions on the mobile app
3. Anuj Lal
Sr. Manager, Global Strategy
Consulting - Optimizely
Ryan McGredy
Sr. Manager, Solutions Engineering -
Optimizely
Make it Personal: Accelerating
Your Personalization Game
Plan
Opticon 2019
5. 5
Tales from the field
1. Audience creation & definition is difficult
○ “Which audiences should we personalize for?”
2. Campaign ideation is intimidating
○ “We have entire teams working on this, where
should we even begin?”
3. Soliciting input from other parts of the organization can
be unwieldy
○ “How do we get more people involved w/o triggering
governance problems?”
3 “worries” w/ Personalization Strategy
6. 6
Tales from the field
1. Audience creation & definition is difficult
○ “Which audiences should we personalize for?”
2. Campaign ideation is intimidating
○ “We have entire teams working on this, where
should we even begin?”
3. Soliciting input from other parts of the organization can
be unwieldy
○ “How do we get more people involved w/o triggering
governance problems?”
3 “worries” w/ Personalization Strategy
Why not let machine
learning help you develop
valuable audiences?
Why not think of
recommendations as your
first personalization
campaign?
Why not use re-usable
shared code to help scale
& permissions to help
govern
8. We want you to leave this
session knowing two
things:
1. The tenants of a strong
personalization strategy
2. Tangible & easy ways to accelerate
that strategy (real examples)
11. 11
“In the online world, businesses have the opportunity to
develop very deep relationships with customers...so that
you can use that individualized knowledge of the
customer to accelerate their discovery process.”
Jeff Bezos
“Accurately predicting the movies Netflix members
will love is a key component of our service”
Neil Hunt, Chief Product Officer
The value of personalization is in the trillions of dollars
Personalization at scale
has the potential to create $1.7 trillion to
$3 trillion in new value.
Based on projections by McKinsey Global Institute
12. 12
“In the online world, businesses have the opportunity to
develop very deep relationships with customers...so that
you can use that individualized knowledge of the
customer to accelerate their discovery process.”
Jeff Bezos
“Accurately predicting the movies Netflix members
will love is a key component of our service”
Neil Hunt, Chief Product Officer
The value of personalization is in the trillions of dollars
Personalization at scale
has the potential to create $1.7 trillion to
$3 trillion in new value.
Based on projections by McKinsey Global Institute
14. “
”Optimizely Strategy Consulting
A personalization campaign is an
experiment that is trying to move a
KPI or a set of KPIs for a GROUP of
audiences.
15. 15
Goal Orientation (B2B/Lead-Generation Example)
Identify the KPIs that you aim to influence through personalization and define the metrics that will measure them
Increase Customer Lifetime Value (LTV)
Increase Customer Acquisition for Product Type (Close Rate %)
Increase Quote/Demo Form Submission Rate (Submission %)
Define Goals That Will Validate Hypothesis About User Behavior
17. 17
Goal Tree - Retail and E-Commerce
Revenue:
$2.0m
Revenue Per
Visitor:
$1.00
Average
Order Value:
$50.00
Average
quantity:
2.00
Average Price
per Unit:
$25.00
Conversion
Rate:
2.00%
Add to Cart
Cart
Checkout
Rate
Visitors:
2.0m
User
acquisition:
1.5m
User
retention
33%
UpsellsCross-sell ... generally
18. 18
Goal Tree - Retail and E-Commerce
Revenue:
$2.0m
Revenue Per
Visitor:
$1.00
Average
Order Value:
$50.00
Average
quantity:
2.00
Average Price
per Unit:
$25.00
Conversion
Rate:
2.00%
Add to Cart
Cart
Checkout
Rate
Visitors:
2.0m
User
acquisition:
1.5m
User
retention
33%
UpsellsCross-sell ... generally
19. 19
Goal Tree - Retail and E-Commerce
Revenue:
$2.0m
Revenue Per
Visitor:
$1.00
Average
Order Value:
$50.00
Average
quantity:
2.00
Average Price
per Unit:
$25.00
Conversion
Rate:
2.00%
Add to Cart
Cart
Checkout
Rate
Visitors:
2.0m
User
acquisition:
1.5m
User
retention
33%
UpsellsCross-sell ... generally
20. 20
Reasons for Goal Tree:
Comprehensive:
● Visually analyzes the entire
site’s opportunity to weigh
opportunity cost
Alignment:
● Allows teams to explicitly
align testing goals to business
goals; keeps ideas tightly
focused
Productive Brainstorming:
● Strategic foundation for
creative brainstorming
*Orange = KPIs that can be
influenced by digital optimization
via Optimizely
KPIs that can be influenced
using upsell or cross-sell
strategies
Goal Tree - Retail and E-Commerce
Revenue:
$2.0m
Revenue Per
Visitor:
$1.00
Average
Order Value:
$50.00
Average
quantity:
2.00
Average Price
per Unit:
$25.00
Conversion
Rate:
2.00%
Add to Cart
Cart
Checkout
Rate
Visitors:
2.0m
User
acquisition:
1.5m
User
retention
33%
21. 21
Key Learnings 1. A personalization campaign
is an experiment where you
are trying to move a KPI or a
set of KPIs for a GROUP of
audiences
2. A goal tree is an effective way
to evaluate the purpose(s) of
your personalization strategy
– the “why?”
23. 23
A framework we like to use at
Optimizely to categorize different
types of audiences is: Demographic,
Contextual, & Behavioral
24. 24
Personalized Audiences
Framework for categorization
Demographic:
Who are they? (Can be
gleaned using first party or
third party data)
• Store Preference
• Vertical (I-I)
• Gender (I-I)
• Member/Non-Member
• Demographic (I-I)
• CRM Data (I-I)
Contextual:
What can we infer from the
context of the browser?
• Marketing Campaign
• Referral Source
• Device
• New/Returning
• Time of Day
• Browser
Behavioral:
What is their intent?
• Viewed category of
content
• Entered certain
city/zipcode
• Past Browse Behavior
• Clicked ‘Plans’ twice but
didn’t convert
• Browsed at a particular
time of day
25. 25
Actionable & Big: Do Both
Pursue a variety of both to maximize reach/quality
Obviously Actionable
Large
Need for Creativity
Granular
Visitor Cohort; New, Returning, Active,
Loyal
Browsed Twice; Product Category
Large Geos; Coastal Urban, State,
Key Cities
Past Purchasers
Second Priority
26. 26
Current challenge: If we wanted to
pick an audience to start with, we’d
have to guess at exactly what the
right granularity is:
30. How it Works!
Interest Score
Our estimate of a
visitor’s interest in the
keyword-defined
persona.
Predicted
Intent
The new Audience
Condition that
evaluates a visitor’s
Interest Score.
Key Ideas
Compute Score
Optimizely compares the visitor’s profile to the
keywords to generate an Interest Score.
Audience Builder
Customers supply keywords in plain English that
define the persona.
Browsing History
Visitors browse product, article, or landing pages and
we construct a profile based on the text content.
31. Browsing History: Tags
Tags
Page Tags can capture
any text elements,
search terms, invisible
meta tags, or data
layers. One time setup!
Visitor Profile
Most recent 10 page
views are used to
construct profile of
this visitor.
Key Ideas
34. 34
Key Learnings 1. Traditionally, organizations
suffer from “analysis
paralysis” trying to define
audiences.
2. Using machine learning to
define your audiences for
you is a quick way to start
experimenting and iterating.
35. 35
Crate & Barrel
Success Story
● Running a number of major campaigns
using Adaptive Audiences today
○ Furniture vs housewares
○ Parents of Kids vs Infants
● In all instances, bounce rates dropped.
● Conversion rates (purchase rate)
improved substantially. Across all three, it
was more than a 20+% improvement.
● Revenue per visitor was a double digit
improvement as well.
36. Using Optimizely’s new personalization offering,
we have been able to increase conversion
rates on the homepage by 20%+ while reducing
bounce rates by up to 30%.
Within one month of using Adaptive Audiences →
Crate & Barrel had 16 different audiences they
are using.
CHRISTINE GARVEY
Senior Manager, Personalization & Optimization
44. Category Affinity
Create relevant offers and product placements
across key points of your experience based on
affinity shown for product or content types from
prior browsing behavior
Customer Experience as a
Competitive Advantage
Tailor your experiences to target your customers
and test how each experience resonates
Symmetric Messaging &
Session Cohorting
Ensure that customers receive messaging that
is consistent and applicable based on search
terms, creating a cohesive customer journey
Localizations
Localize web experiences based on
customer location
Behaviorally Triggered
Campaigns
Based on previous behavior, target specific customers
with personalized experiences in real time
ABM
Create relationships with your most important
customers across your experience through 1-to-1
messaging and value propositions based on which
company or industry they are in
Loyalty Tiers
Push your loyal customers to the most important
groups by offering unique benefits based on current
tier of loyalty as well as ensure consistent messaging
for a seamless experience
Abandoned Cart &
Purchase History
Personalize based on individuals purchase
history and cart abandonment
Key Personalization Use-Cases
45. 45
How do we think about our
audiences & exactly what we should
do for each one of them?
46. 46
Reminder: Audience Framework
Framework for categorization
Demographic:
Who are they? (Can be
gleaned using first party or
third party data)
• Store Preference
• Vertical (I-I)
• Gender (I-I)
• Member/Non-Member
• Demographic (I-I)
• CRM Data (I-I)
Contextual:
What can we infer from the
context of the browser?
• Marketing Campaign
• Referral Source
• Device
• New/Returning
• Time of Day
• Browser
Behavioral:
What is their intent?
• Viewed category of
content
• Entered certain
city/zipcode
• Past Browse Behavior
• Clicked ‘Plans’ twice but
didn’t convert
• Browsed at a particular
time of day
47. 47
Consider where users are in their journey with you
Demographic
Who are they?
(First party or third party data)
• Geo, Vertical, Gender, Member Non-Member,
Demographic, CRM Data, Customer Tier, or
Loyalty
Behavioral
What is their intent?
● Viewed category of content, Entered certain
city/zipcode, Past Browse Behavior, Viewed
lead form, Scrolled 50% down the page, but
didn’t engage
Contextual
What can we infer from the context of
the browser?
• Marketing Campaign, Referral Source, Device,
New/Returning, Time of Day, Browser
NEW
VISITORS
RETURNING
VISITORS
KNOWN
VISITORS
Awareness Consideration Service LoyaltyPurchase
48. 48
Who are they? What is important to them?
What are they looking for?
What can you do?
New Visitor
● Looking for info/education
● Someone who can sympathize or
relate to her individual problem or
need
● Acknowledge her “newness” to
brand,
● Aim to get her contact information
● Educate her on offering &
return visit
Return Visitors
● Ability to continue her shopping
session from where she last left
● Incorporate her past site behavior
position offering
● Acquire her contact information
A Repeat/Loyal Customer
Engaged)
● Recognition and benefits as a
customer
● Use rewards or awards to
him/her for being a good customer
● Surface your ‘premier’ loyalty
programs
● Encourage him/her to share or
promote the brand
Connecting your users to a “mission”
Connecting the ‘Who?’ to the ‘What?’
49. 49
Most difficult part in practice:
Building content to map to each of
these personas or audiences
50. 50
Most difficult part in practice:
Building content to map to each of
these personas or audiences
Why not think about adding a
recommendations algorithm for your
first personalization campaign?
51. 51
Recommendations Use-Cases for All Verticals
Retail, B2B/Lead-Generation, Media
1. Retail/eCommerce Website
○ In the checkout funnel, show accessories that complement the items a
visitor is purchasing
○ On product detail pages, show alternative items that are related to the
product a visitor is browsing
○ Highlight crowd favorites on the homepage
2. B2B/Lead-Generation Website
○ Show visitors whitepapers, infographics, blog posts, and other content
based on their browsing behaviors
○ Suggest knowledge base articles or community posts to reduce support
call volume
3. Media Website
○ Show visitors articles, sectionals, videos, and other content based on
their browsing behaviors
53. INTERNAL USE
Browsing History: Tags
Tags
Page Tags can capture
any text elements,
search terms, invisible
meta tags, or data
layers. One time setup!
Visitor Profile
Most recent 10 page
views are used to
construct profile of
this visitor.
Key Ideas
55. Recommendations V1
CHALLENGES
● Could not be implemented by the
customer w/o assist from services +
ongoing maintenance from services.
● Was not built into the Optimizely Web
interface.
● Therefore, often wasn’t incorporated into
our Personalization pitch
57. 57
You don’t have to create new copy
or content, it already exists on your
site today
58. 58
Key Learnings
1. A personalization campaign is all
about connecting users to a
MISSION.
2. Recommendations are a great way
to 1) show value early, 2) back into
implementation, & 3) force up-front
discovery – so you can quickly learn
from your first personalization
campaign
59. 59
Recommendation Use-Cases for All Verticals
Retail, B2B/Lead-Generation, Media
1. Retail/eCommerce Website
○ In the checkout funnel, show accessories that complement the items a
visitor is purchasing
○ On product detail pages, show alternative items that are related to the
product a visitor is browsing
○ Highlight crowd favorites on the homepage
2. B2B/Lead-Generation Website
○ Show visitors whitepapers, infographics, blog posts, and other content
based on their browsing behaviors
○ Suggest knowledge base articles or community posts to reduce support
call volume
3. Media Website
○ Show visitors articles, sectionals, videos, and other content based on
their browsing behaviors
60. 60
Optimizely Recommendations
Co-browse
Co-buy
Popular
Recently viewed
Collaborative
Filtering
Items that other visitors who viewed this item also viewed
(ideal for PDP)
Items that other visitors who purchased this item also bought
(ideal for PDP, Cart)
Items most frequently viewed or bought across the entire
catalog (ideal for Homepage)
Items a visitor had previously browsed (“pick up where you
left off”)
Unique recommendations for each visitor, based on their
unique behavior on your site in the past
61. 61
Recommendations Examples by Page – Retail example
Page Sample Algorithms that we may use:
Homepage Popular products
Ratings-based
Affinity
Landing Page Popular products
Similar products
Similar offers
Category Page Popular products
Similar products
Zero results & 404 Pages
Product Page Similar products
Bought / viewed this…
Frequently bought together
Cart Page Accessories
Frequently bought together
62. 62
Top Retailer: Recommendation Strategies & Custom Algorithms
Example
Recommendation Type Reasoning
Recommended for you Most common but effective (add name to personalize)
Frequently bought together Increase AOV
Recently Viewed Introduce shoppers to new items
Browsing History Access Relocate items viewed earlier
Related items you’ve viewed Help with ideas
Customer who bought this also bought this Social proof and peer-generated recommendations
Newer Version Alert viewers of products that have been updates
Related to previous purchase Personalize on what they might want / simplify re-
purchase
Best Selling Items Indirect social proof and way of adding confidence
Product Bundles Frequently bought together bundles to increase AOV
Rating Highest rating items as social proof
65. 65
Lack of Focus on Initial Campaigns
Pitfalls to Avoid
Focus on Top ROI Pages to
Start, Progress Incrementally
Homepage
Landing
Page Product
Page
Checkout
1st iteration
2nd iteration
3rd iteration
Launch
66. 66
Lack of Focus on Initial Campaigns
Pitfalls to Avoid
Focus on Top ROI Pages to Start,
Progress Incrementally
Homepage
Landing
Page Product
Page
Checkout
1st iteration
2nd iteration
3rd iteration
Launch
...Not Everything at Once
Homepage Landing
Page
Product
Page
Checkout
Launch
● Successful practitioners start with a tight
focus on addressing top audiences and
pages.
● Pages should be high traffic + high value.
● Audiences relatively high reach.
67. 67
Data-Driven Approach:
WHO on the site?
● Customers: 1,000 Visitors x 50% Exit Rate = 500 Visitors
● Return Visitors: 5,000 Visitors x 25% Exit Rate = 1,350 Visitors
● New Visitors: 10,000 Visitors x 60% Exit Rate = 6,000 Visitors (audience opportunity)
WHERE on the site?
● App Homepage: 30,000 Visitors x 50% Exit Rate = 15,000 Visitors
● Desktop Homepage: 15,000 Visitors x 25% Exit Rate = 3,750 Visitors
● Mobile Homepage: 60,000 Visitors x 60% Exit Rate = 36,000 Visitors (impactful opportunity)
Where Can You Have The Largest Impact??
Easiest way to figure out who/where to start is to look at your exit rate on each part of your flow and
take it one step further and segment by “Mobile/Desktop”; “New/Returning”; “SEM/Direct”
68. 68
Previously, how customers of ours
maintained governance of their
personalization program is through
“shared code.”
69. Two main challenges heard over & over:
1. “We know where we want to personalize and for whom (ie.
Homepage for ad-campaign audiences), but we don’t want to
have to re-create (copy/paste/edit) the code every campaign.”
2. “It’s hard to collaborate & expand/grow personalization across
the organization without having the same key stakeholders
involved in every decision."
72. 72
Optimizely Extensions
1. Extensions let developers create reusable
features for non-technical team members
2. Marketers can add custom features to
experiments without ongoing developer
support
3. Developers can scale by enabling marketers
and other business users to do more on their
own
Enabling scale
73. 73
Additionally, see how Banana
Republic (GAP Inc.) expanded
access to their personalization
program via extensions:
74.
75.
76.
77.
78. 78
Key Learnings 1. Determining “where” you want to
personalize is just as important as deciding
“what” you want to personalize use a
data-driven approach.
2. Scaling personalization across the entire
organization can seem daunting, but with
the right tools, it can turn that challenge
into a key differentiator for your business
by reinforcing a culture of experimentation
80. 80
Tales from the field
IBM Story
Rollout of Testing &
Personalization Center of
Excellence
○ 300+ experiments globally
Focus on Personalization w/
Extensions
○ 10x 2017 volume
Audience integrations
82. 82
Takeaways
1. Audience creation & definition is difficult, why not let
machine learning assist you in finding your most
valuable audiences?
2. Campaign ideation can be prohibitive, but a
recommendations engine is another form of
personalization, and can be a great way to start,
show value early and accelerate initial learnings.
Make sure your idea is rooted in the “why?” with a
measurable KPI.
3. Expanding access & controls for personalization can
be unwieldy, but utilizing the right tools (ie.
Optimizely extensions), you can actually use
personalization strategy as a way to build
excitement internally.
83. Thank You!
& any questions?
Anuj Lal: anuj@optimizely.com
Sr. Manager – Global Strategy Consulting
Ryan McGredy: ryan.mcgredy@optimizely.com
Sr. Manager – Sales Engineering
84. Head to the Expo Hall for refreshments and to say to our
sponsors
Up next...hear how IBM accelerated digital optimization to
achieve digital excellence
86. Behavioral Audiences
Demographic:
Who are they? (Can be gleaned
using first party or third party data)
• Geo
• Vertical (I-I)
• Gender (I-I)
• Member/Non-Member
• Demographic (I-I)
• CRM Data (I-I)
Contextual:
What can we infer from the context
of the browser?
• Marketing Campaign
• Referral Source
• Device
• New/Returning
• Time of Day
• Browser
Behavioral:
What is their intent?
• Viewed category of content
• Entered certain city/zipcode
• Past Browse Behavior
• Clicked ‘Plans’ twice but didn’t
convert
• Browsed at a particular time of
day
87. Things to think about:
● What are your largest audiences? What is the ‘reach’ of these audiences? (% of that page’s visitors)
● What is the unique value of these audiences (or user personas)?
● How feasible is it to target these audiences?
Media Sample Audiences
Local Sports
Fan
Fan of specific sports teams, by viewing more than X
pieces of related content
Topical
Affinity
Visitors that have viewed a type of content more
frequently than others (i.e. Politics, Sports, Crossword,
Editorial, Cars, Travel etc.)
Hit Paywall
Previously
Visitors that have visited paywall page and not
subscribed
International Visitors from an international location
Article Meter Visitors at level X in a meter (i.e., read 5 of 7 articles)
Video
Watchers
Visitors that have watched videos more than some
threshold (i.e., more than the average by 30%, or
more than X times in last 30 days)
Attention
Span
Visitors that on average reach less than 25%, or more
than 75%, article completion
e-Commerce Sample Audiences
Price Based Visitors who have completed a purchase at least once in
the last X days where price >=< $X
Category
Affinity
Visitors that have viewed a product of category X at least
Y times in the last Z days
Abandoned
Cart
Visitors who triggered Add to Cart at least once but did not
Purchase
Window
Shoppers
Visitors that have viewed X number of product pages in
the last X days and have not added to cart
Repeat
Purchasers
Visitors that have completed a purchase more than X
times in the last X days
Coupon
Shoppers
Visitors that have completed a purchase while using a
coupon code
Product Filter Visitors that have refined a search, product, or category
landing page filter (e.g. size, color, type of product)
Behavioral Audiences - Examples
89. 89
Goal Tree – Revenue (B2B)
Reasons for Goal Tree:
Comprehensive:
• Visually analyzes the entire site’s opportunity,
and help avoid opportunity cost
Alignment:
• Allows teams to explicitly align testing goals
to business goals; keeps ideas tightly
focused
Productive Brainstorming:
• Strategic foundation for creative
brainstorming, helping to garner a volume of
ideas for prioritization
*Orange = Areas available for digital
optimization via Optimizely