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Multi-Channel Experimentation & Personalization
The presentation by Ashmita Chatterjee from Rise Interactive discusses multi-channel experimentation and personalization in the context of customer journeys and marketing strategies. It emphasizes the importance of continuous iteration, cross-channel learnings, and data-driven personalization to enhance customer engagement and optimize marketing performance. Key takeaways include the necessity of experimentation, breaking down silos, and utilizing insights from various channels to improve personalization efforts.
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Multi-Channel Experimentation & Personalization
- 1. Multi-Channel Experimentation and Personalization Presenter Ashmita Chatterjee,Director, Analytics, Rise Interactive
- 2. Housekeeping • We arerecording • Slides will be available after the webinar is complete • There will be time to submit questions at the end of the presentation
- 3. Today’s Speaker Ashmita Chatterjee Director,Analytics Rise Interactive
- 4. Agenda • Deconstructing ‘Multi-Channel’ •Customer Journey in today’s world • Journey Mapping & Experimentation • Multi Channel Experimentation Playbook • Tenets of Personalization • Q&A
- 5. 5 Agency Snapshot • Foundedin 2004 • Based in Chicago • 225+ employees • Media, Analytics & Customer Experience • Pioneers of Interactive Investment Management®
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- 8. 8 The Journey froma Customer’s Perspective
- 9. 9 Shopper receives an email Shopper isserved a banner advertisement Shopper is served a paid social ad DAY 1 DAY 6 DAY 11 DAY 16 Shopper makes an online purchase DAY 21 Shopper receives a direct mail piece The Journey from a Marketer’s Perspective
- 10. © Rise Interactive| Confidential and Proprietary 10 Unaware Aware Consider Buy Loyalty BUILD BRAND LOVE PROMOTE BRAND VALUE & GROW MINDSHARE ADVOCACY & REPEAT FACILITATE CLEAR DIFFERENTIATION REASSURANCE ON DECISION Same Goals for Marketers
- 11. Journey Mapping &Experimentation
- 12. 12 Goals Actions Emotions Channels PeopleMessage DATA Journey Mapping Framework
- 13. 13 • Customer needsare ever evolving • Journey insights cannot be a static exercise • Optimal Journey is achieved by constant iteration • Experimentation is a proactive exercise vs reactive Journey Mapping & Experimentation
- 14. © Rise Interactive| Confidential and Proprietary 14 ● What and where will you be experimenting? ● What is the role of the channel in the larger journey? ● What are the variables that influence customer behavior? ● How does an experimentation strategy evolve when deployed across channels? Thought Starters
- 15. 15 • Company alignment •“Failing Fast” • Exhibiting momentum • Cross-channel learnings • Start Small;One Channel*Digital Asset Culture of Experimentation Drivers of Multi-Channel Experimentation
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- 17. © Rise Interactive| Confidential and Proprietary 17 Establish Objectives Develop Nurture Flow Measure and Refine Align Effort with Impact Customize Experience Based on Stage Test and Optimize Segmentation and Messaging Leveraging Experimentation to Increase Engagement Through the Journey
- 18. 18 Strategy • Re-engage inactivecustomers through an Email promotion • Alleviate friction and smoothen the transition of the purchase Setup and Execution • Test providing consistent experience post email clickthrough • Onsite Banner messaging for the unique promotion • Auto-applying the promocode to the Cart for ease of shopping Results • Increased performance of the email campaign • Conversion Rate increased by 27% for the auto-applied segment Quick Win Opportunities for personalization through user journey
- 19. 19 Strategy • Leverage Cross-Channellearings • Create, repurpose, syndicate content to work across channels Setup and Execution • Leverage A/B testing capabilities from the ESP • Subject line testing framework and results documentation Results • Doubled open rates with Subject Line Testing over time • Use the winning subject lines for Programmatic Remarketing Quick Win Finding actionable insights and applying them to other channels
- 20. 20 Strategy • Establish Organicand Paid Search are complementary • Challenge & Test the Journey norms Setup and Execution • Execute Branded Pressure Tests to prove value of Paid Search • Leveraging PPC insights to quickly inform Organic strategy Results • SERP Domination and Audience segmentation • Reduce visibility gaps and increase exposure to content • 43% loss of total clicks to the website ( esp. qualified traffic) Quick Win Breaking down silos to achieve economies of scale
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- 22. 22 • Not mutuallyexclusive • Economies of Scale • Strategy for Hypothesis creation • Audience Impact Discovery • Documentation & Momentum building Experimentation & Personalization
- 23. 23 Apply UX Researchmethods to uncover main gaps in lead generation funnel and customers engagement Test, test and test again to fine-tune your users’ journey to conversion and reduce friction Segment test results to find best performing audiences and shape your personalization strategy Personalize All experiences and deeply connect with your target personas How Rise Approaches Personalization
- 24. 24 Reach Complexity Impact Driver: Identify andDefine Audience
- 25. 25 • Foundation: Completeset of data • Prioritization • Segment, Segment & Segment – Behavioral – Demographic – Lifecycle – Psychographic • Transform data to CX is key Driver: Leveraging Data
- 26. 26 • Cross-Channel Learnings •Prioritization • Leverage existing content • VOC: chats, OE feedback, communities • Start small: Call To Actions, USPs Driver: Personas | Curate Content
- 27. 27 Keys To ASuccessful Personalization Strategy
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- 29. 29 325% increase in ROAS ($4before personalization, $17 after) 1.5x Black Friday Revenue Goal 12x Cyber Monday Revenue Goal 306% increase in revenue year over year 3x increase over ROAS goal 256% increase in average ROAS International Auto Parts Retailer Display PersonalizationAdvanced Targeting – Direct Mail 27% Increase in transactions per customer 2x Response Rate 185% Higher revenue per customer 33% lower cost- per-lead 60K conversions in less than nine months 50% above registration goal Nutrition Company International Jewelry Retailer Personalization- Return on Investment Cross- Channel Beauty Retailer
- 30. 30 Key Takeaways Only wayto excel at customer journey is through experimentation Start small, breakdown silos and share channel insights Multi-channel learnings are critical for effective personalization Optimize operational processes to support happy paths
- 31. © Rise Interactive| Confidential and Proprietary Ashmita Chatterjee Thank You ashmita.chatterjee@riseinteractive.com @ashmitatweets
- 32. Questions? Please submit yourquestions via the text box on your screen.
- 33. 1200+Attendees 20+Sessions 100+Giveaways 30+Speakers Wynn Las Vegas,October 17-19 Registration Early Bird $750 Expires on 09/01/2017 Early Early Bird $550 Expires on 07/10/2017 Regular $850 Expires on 10/16/2017
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