Charla de Ander Orcasitas de Dynamic Yield - "Cómo MediaMarkt, IKEA o Sephora personalizan cada punto de contacto online con sus clientes."

1. CONFIDENTIAL
Personalization Pioneers
How mavericks like MediaMarkt,
Sephora and IKEA personalize
each touchpoint
Ander Orcasitas
Director Iberia, Dynamic Yield

2. “Tomorrow, through personalization,
online commerce will accelerate the very
process of discovery. Amazon.com uses
the internet to create real value for its
customers and, by doing so, hopes to
create an enduring franchise, even in
established and large markets.”
– Jeff Bezos
1997 Letter to Amazon
Shareholders

3. Acquisition
For every $92 spent
acquiring customers
Onsite Personalization
Just $1 is spent
converting them
Today

4. Personalization Is Taking Center Stage
C-Level Priority ML / AI-Powered Experiences Take
Center Stage
3
Marketing Budgets, but Product &
Engineering are Driving Experience
Building
21

5. The #1 inquiry into
Gartner is about
Personalization
Source: Gartner 2017

6. An $800B Opportunity
Over the next five years, personalization will
drive an $800B revenue shift to the 5-15%
companies that get it right
Source: BCG, “Profiting from Personalization”

7. Personalization Impact:
• 5%-15% Revenue uplift
• 10% to 30% increase in marketing spend efficiency
Source: McKinsey, “Marketing’s Holy Grail: Digital Personalization at scale”

9. Predictive Targeting
A/B Testing with CRM &
Browse Segmentation
Machine-Learning
Based Decisioning

10. Cold
Weather
Increase Revenue Per Session by Promoting
Seasonal Products Based on Local Weather

11. Hot Weather
Promotion
28°c
Increase Revenue Per Session by Promoting
Seasonal Products Based on Local Weather

12. DARE TO BE GREAT
S H O P N O W ›
Personalized
for Women
Customize Messages for Anonymous and
Returning Visitors According to Gender

13. Personalized
for Men
Customize Messages for Anonymous and
Returning Visitors According to Gender

14. Automatically Personalize Product Grids
According to Buying Preferences

15. Personalized grid
based on color
preferences and
product affinity
Automatically Personalize Product Grids
According to Buying Preferences

16. Increase Average Order Value with
Personalized Product Recommendations

17. Encourage Purchases of Products Users
Have Already Expressed Interest in

18. Infuse Your Email Campaigns with
Personalized Product Recommendations

19. Draw Attention by Highlighting Relevant Menu
Items Based on Past Browsing Behavior

20. Display Personalized Product
Recommendations in the Site Menu

21. Encourage new users to download your
native app when using a mobile device

22. Drive Revenue and Build Trust by
Leveraging Social Proof

23. Best Performing for
Price-Sensitive
Shoppers
Gain Substantial Revenue Uplift with
Segmented A/B and Multivariate Tests

24. Best Performing for
Hesitant Shoppers
Gain Substantial Revenue Uplift with
Segmented A/B and Multivariate Tests

25. Best Performing for
Loyal Shoppers
Gain Substantial Revenue Uplift with
Segmented A/B and Multivariate Tests

26. Predictive Targeting
A/B Testing with CRM &
Browse Segmentation
Machine-Learning
Based Decisioning

32. Loyalty based Personalization
Highlighting loyalty program with personalized messaging

35. A large fashion retailer has converted every piece of content and banner on
their Homepage into Dynamic Content, continuously optimized and
targeted at their varied audience segments. The order of the banners and
their selected variations are synchronized to guarantee an optimal and
consistent experience.
Full Homepage Personalization
Homepage
For internal use only

36. Results

37. Easy Hero Banner Optimization & Personalization
Our Homepage Hero Banner is connected
to a variations feed, from which Dynamic
Yield automatically serves the most
appropriate selection of banners to each of
our most valuable segments
We Continuously Personalize the Hero Banner, Automatically

38. Affinity category sorting

41. “Just For You” Shopping Zone
15% Uplift
in revenue per session
vs. control group with
no “for you” zone

42. Social Proof & Urgency Notifications
10% Uplift
in revenue per user + 6%
uplift in total purchase

43. Predictive Targeting
A/B Testing with CRM &
Browse Segmentation
Machine-Learning
Based Decisioning

44. Predictive Audiences

45. Predictive Audiences
Probability
to Purchase
Category &
Brand Affinity
Price
Sensitivity
Expected
Lifetime Value
Increase Retention
Improve Customer
AcquisitionPredictive Modeling Engine
Optimize Conversion
Probability
to Churn

46. Predictive Targeting

47. Live Results
Similar
All slots show DY similar
Similar + Bought Together
2 slots similar + 3 slots bought together
Control
No recs

48. Testing Recommendation Strategies
Similar
All slots show DY similar
Similar + Bought Together
2 slots similar + 3 slots bought together
Control
No recs
Revenue per User: (Baseline)
Revenue per User: (+27.1%)
Revenue per User: (+34.4%)

49. Recommendation Strategies with Predictive Targeting
Similar + Bought Together
To all users
Revenue per User:
+34.4%
Revenue per User:
+54.1%
Similar
Audience “PDP frequent visitors”
(39% of visitors)
Similar + Bought Together
Rest of the users
(61% of visitors)
Predictive Targeting

51. “Dynamic Yield is a Leader…
Marketing Leaders seeking a
scalable personalization solution
suitable for a variety of use cases
should consider Dynamic Yield”
Gartner Named Us a Leader in
Personalization Engines

52. Thank you.