We see trends come and go, buzzwords reach fever pitch and the latest tech platform saturate the market before they have even delivered on their promise. Is Optimisation the new ‘black’? We think yes, but like all ‘next big things', we all struggle to integrate this technique into BAU and leverage it to make our marketing dollars and effort more cost effective. Find out how, download the presentation
Highlights from the 2014 Adobe Summit - The Reinvention of Marketing.
- Digital Roadblock Survey
- The Marketing Cloud
- 3rd Party Cookie
- Channel Attribution
- Data Storytelling
Get to know your audience models: a planner's guide.digital balance
Defining your audience models means you can define and target your ideal audience. Learn how and when to effectively use them in your online and offline marketing.
This deck was presented at the "Content Strategy in Service Design" event, hosted by Fjord, a global design and innovation consultancy, and the Content Strategy Southern California group.
BBDO Connect: What a difference DM makesBBDO Belgium
In this digital age, direct mail and e-mail have to reinvent themselves to earn their spot in the media mix. How can intelligent use of customer data, compelling creative and innovative production techniques give your acquisition and loyalty programmes a ROI boost? Fifteen cases with proven results – both B2B and B2C – will be your source of inspiration for response-driven 1-to-1.
6 Essential Elements for Leaders and OrganizationsO.C. Tanner
People in any role have the ability to create great work when they connect, question, collaborate and innovate. Here are 6 things leaders and organizations can do to help this happen.
UX Bristol 2017 - Three steps to consistent, connected, cross channel custome...Alan Colville
A hands-on workshop catapulting your UX beyond digital to create consistent, connected and cross channel customer experiences.
In three steps you’ll unleash the business changing power of UX by:
* assessing the state of UX in your organisation
* learning how to improve the research that you do
* seeing new ‘agile' ways of working and thinking, to join it up
With the business world seeing new value in user experience design, you’ll leave ready to take UX beyond digital, across channels and into the boardroom.
How to catch and cherish customers with Inbound MarketingBBDO Belgium
Inbound marketing catches and earns the attention of your target audience, connects by making the company easy to be found, draws traffic to the website by producing interesting content that converts leads into customers, and cherishes customers into promotors.
But how can a brand bring this into practice?
Highlights from the 2014 Adobe Summit - The Reinvention of Marketing.
- Digital Roadblock Survey
- The Marketing Cloud
- 3rd Party Cookie
- Channel Attribution
- Data Storytelling
Get to know your audience models: a planner's guide.digital balance
Defining your audience models means you can define and target your ideal audience. Learn how and when to effectively use them in your online and offline marketing.
This deck was presented at the "Content Strategy in Service Design" event, hosted by Fjord, a global design and innovation consultancy, and the Content Strategy Southern California group.
BBDO Connect: What a difference DM makesBBDO Belgium
In this digital age, direct mail and e-mail have to reinvent themselves to earn their spot in the media mix. How can intelligent use of customer data, compelling creative and innovative production techniques give your acquisition and loyalty programmes a ROI boost? Fifteen cases with proven results – both B2B and B2C – will be your source of inspiration for response-driven 1-to-1.
6 Essential Elements for Leaders and OrganizationsO.C. Tanner
People in any role have the ability to create great work when they connect, question, collaborate and innovate. Here are 6 things leaders and organizations can do to help this happen.
UX Bristol 2017 - Three steps to consistent, connected, cross channel custome...Alan Colville
A hands-on workshop catapulting your UX beyond digital to create consistent, connected and cross channel customer experiences.
In three steps you’ll unleash the business changing power of UX by:
* assessing the state of UX in your organisation
* learning how to improve the research that you do
* seeing new ‘agile' ways of working and thinking, to join it up
With the business world seeing new value in user experience design, you’ll leave ready to take UX beyond digital, across channels and into the boardroom.
How to catch and cherish customers with Inbound MarketingBBDO Belgium
Inbound marketing catches and earns the attention of your target audience, connects by making the company easy to be found, draws traffic to the website by producing interesting content that converts leads into customers, and cherishes customers into promotors.
But how can a brand bring this into practice?
How to Use Blogging to Fuel Your Freelance Writing Businessdelonibalusi
Are you struggling to get clients as a freelance writer? Do you want to learn how to get more clients? This 29 pages slide gives some insights on how to leverage blogging to grow your client database.
This document provides an overview of UX fundamentals for startups. It discusses what UX is, how it differs from UI, and how UX works with data. Lean UX approaches for startups are explained, including techniques like user research, personas, card sorting, wireframes, prototypes, and A/B testing. A variety of free and affordable UX tools are also listed.
Customer Experience in digital identificationPieter Baert
Keynote at the SecurIT Innovation seminar. I focused on changing customer behaviour, user needs and how design thinking can help you create an optimal digital user experience.
Apps as Machines — at Hochschule DarmstadtMartin Jordan
What if your favourite apps turned into little machines? What makes physical objects more emotionally engaging than apps? How do we connect to them through our natural senses and cognitive abilities?
Together with 20 students we broke down some of our favourite apps to their elementals and re-imagined them as physical machines. We examined aspects of experience which can bring us closer to the services we use every day.
How? With a few short hands-on exercises, we explored the jobs-to-be-done behind popular apps. Quick prototypes and scenarios of how these might exist as machines helped us to uncover what a new design field of the future looks like.
Taught by Hannes Jentsch and Martin Jordan at Hochschule Darmstadt, Germany in May 2016.
How do we measure the value of social media?Helge Tennø
By referencing several of the current changes as social media we limit the perspective and reach of our ideas. We see these activities as satellites outside of core business, insignificant flirting with customers compared to the bigger commercial changes happening.
Our job is to become ambassadors and show the rest how customer insight and involvement can be increasingly valuable to the future of the business.
This document discusses the changing nature of customer journeys and how companies can adapt. It notes that customer journeys have become more complex, erratic, and cross multiple channels. To address this, the document recommends that companies take a human-centered approach, conduct research to understand customer insights, and design experiences that bridge the digital and human divides. It also stresses the importance of collaborative teams, ongoing commitment to improvement, and focusing on humanity as technology proliferates.
UXPA BOSTON 2013 - Visual Communication in UX research and designDory_Kronos
The document discusses visual communication in UX research and design. It provides examples of different types of visualizations used at various stages of the design process, including workflows from contextual inquiries, personas to represent user research findings, process maps of user journeys, concept maps to illustrate design concepts, and charts and graphs to report evaluation findings from user surveys. The document also discusses principles for effective visualization based on Gestalt laws and provides resources for visualization inspiration and tools.
An Interactive presentation / workshop given for clients in different industries (always with some individual tailoring). this is the latest version.
The presentation invites organizations to discuss different elements of the current customer gap to try to articulate and understand it better.
Smarter Touchpoints & Contextual ServicesMartin Jordan
Service design helps improve services to make them more useful, usable, and efficient for customers and organizations. The Internet of Things connects physical objects to the internet. Service designers and IoT makers can work together to design connected devices that enhance services by making them more usable for customers and efficient for organizations. Connected objects can replace apps and cards to perform service tasks without interrupting users. Well-designed single purpose connected objects that are context-specific can fulfill tasks better than general devices.
Improving Experiences with Service Design - MOSO2015Jason Fiske
The following is a presentation I gave at MOSO2015 on how to improve the customer or user experience through the practice of service design. I provided examples of tactics and strategy as my role as a digital strategist as well as the approach we use at our service design consulting firm Tesani Design.
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...Martin Jordan
How do you link the Jobs-to-be-Done approach to the tools, methods and frameworks you are already using? After investigating the JTBD framework, the timeline, the four motivational forces and the retrospective interview technique, we spent an evening discussing the connections and possible integrations with related fields and disciplines, including:
• Value creation (marketing)
• Value proposition canvas & business model canvas (business design & modelling)
• Market segmentation (marketing)
• How might we questions (design thinking & ideation)
• Customer journey map (service design & development)
There are hundreds of websites lying on Internet but what is the thing that makes a website memorable or different from others.
Here, is the formula for attracting people to your Website.
Content marketing has been all of the rage the last few years – not just with big and well-established brands, but also with startups. And no wonder, according to the Content Marketing Institute, this form of marketing generates more leads than paid search while, on average, costing 30 to 40% less.
However, content marketing for startups is easier said than done.
This presentation was developed for entrepreneurs at the Hong Kong Science Park. It gives a brief overview of the different content marketing types startups can apply, provides a few success examples, and finally offers a set of practical tips to get started with a content marketing strategy.
This document summarizes the role of planning in today's ever-changing advertising and marketing world. It defines a job profile for a "post-digital planner" with 3 core duties: uncovering consumer attitudes and insights through qualitative research, writing experience-based creative briefs, and providing real-time strategic counsel throughout campaigns. It then discusses two example campaigns where post-digital planning added value by recognizing consumer behaviors and facilitating ongoing user participation.
What if your favourite apps turned into little machines? What makes physical objects more emotionally engaging than apps? How do we connect to them through our natural senses and cognitive abilities?
Together with 13 student we broke down some of our favourite apps to their elementals and re-imagined them as physical machines. We examined aspects of experience which can bring us closer to the services we use everyday.
How? With a few short hands-on exercises, we explored the jobs-to-be-done behind popular apps. Quick prototypes and scenarios of how these might exist as machines helped us to uncover what a new design field of the future looks like.
Taught by Hannes Jentsch and Martin Jordan at University of Applied Sciences Potsdam, Germany in October 2014.
This document discusses how predictive personalization using artificial intelligence can make business more human. It argues that AI has the potential to amplify a business's ability to build empathy with customers at scale by uniquely tailoring interactions based on modeling individual customers' preferences and behaviors. The document provides examples of how AI could deeply understand a single customer by analyzing all their online activities, and then scale that level of personalized understanding to millions of customers. It also outlines how AI is becoming the new standard for customer experience due to rising expectations, and argues that getting started with AI is easier than many businesses think through available cloud and open-source options.
21 Quotes That Will Change the Way You Think About MarketingJay Baer
From the new marketing book from Jay Baer, it's 21 Quotes That Will Change the Way You Think About Marketing, featuring some of the smartest minds in content marketing today.
Design Thinking Guide for Successful Professionals- Chapter 1archholy
Design thinking is a powerful thinking tool which could drive a brand, business or an individual forward positively. It is also a part and parcel way of thinking that designers go through in their minds in every single design project. Thinking like a designer can transform the way organizations develop products and services on the front end, while improving processes and strategy to the backend. It is a way of simply thinking and ideating on a solution to address a problem or better meet a customer need. It is a process focused on solutions and not the problem.
This is a 182-page power packed book that will provide insights on how to solve problems creatively using proven design thinking tools
Download PDF Book here: https://payhip.com/b/hM4U
Download iTunes eBook here: https://itunes.apple.com/us/book/complete-design-thinking-guide/id1022432207?ls=1&mt=11
Preview Book here: http://www.emerge-creatives.com/#!design-thinking-guide-for-success/c5jg
Twitter: @designthinkbook
Facebook: https://www.facebook.com/designthinkingbook/
Lean UX Secrets: Engage & Delight in a Digital World (Digital Summit Atlanta)Sarah Weise
This talk on Lean UX was presented at Digital Summit Atlanta by Sarah Weise.
Program Description: Stop hearing crickets. Learn the secrets to amp up meetings with your team, your customers and your stakeholders. Boost creativity and participation with activities inspired by lean UX, lean startup, agile coaching, express usability, design thinking and more. We’ll break down the nuts & bolts of how to conduct successful working sessions in order to get the most from your team members during meetings, and uncover deep drivers to create a better experience. After years of experimenting with hundreds of hands-on activities for commercial and government clients, we’ll be sharing our top creative activities. We’ll show you what works to gather information about target audiences, business goals, website goals, top tasks, key differentiators, and personas. This session is specifically designed for you to take away tips and tricks that you can apply to your own meetings. That’s right: try this at home, folks.
Optimisation Is The New Black Uncovering The Highlights And Pitfalls Of Testi...Bench
Presentation by: De Hallam, Sr Data Planner, Digital Balance
Companies have adopted the digital fundamentals, but what’s next? How do we unlock the latest and greatest when it comes to digital technologies, programmatic ad platforms and taking marketing to the next level?
Digital Espresso Breakfast is an event dedicated to innovations across data, digital and programmatic marketing, brought to you by Benchmarketing.
Visit www.benchmarketing.com.au for more info.
Please join us for a strategic update on the SOASTA Digital Performance Management Platform. DPM is a proactive, data-centric approach to performance management where websites and mobile applications are continuously measured, tested and optimized to deliver the best possible user experience and business outcome.
In this webinar our executive team will cover:
Market trends that are driving the shift to DPM
An update on SOASTA solutions and how to best leverage the combined power of mPulse, Data Science Workbench, CloudTest, TouchTest and DOC
The market opportunity available for SOASTA Partners
The benefits our customers achieved by leveraging SOASTA
How to Use Blogging to Fuel Your Freelance Writing Businessdelonibalusi
Are you struggling to get clients as a freelance writer? Do you want to learn how to get more clients? This 29 pages slide gives some insights on how to leverage blogging to grow your client database.
This document provides an overview of UX fundamentals for startups. It discusses what UX is, how it differs from UI, and how UX works with data. Lean UX approaches for startups are explained, including techniques like user research, personas, card sorting, wireframes, prototypes, and A/B testing. A variety of free and affordable UX tools are also listed.
Customer Experience in digital identificationPieter Baert
Keynote at the SecurIT Innovation seminar. I focused on changing customer behaviour, user needs and how design thinking can help you create an optimal digital user experience.
Apps as Machines — at Hochschule DarmstadtMartin Jordan
What if your favourite apps turned into little machines? What makes physical objects more emotionally engaging than apps? How do we connect to them through our natural senses and cognitive abilities?
Together with 20 students we broke down some of our favourite apps to their elementals and re-imagined them as physical machines. We examined aspects of experience which can bring us closer to the services we use every day.
How? With a few short hands-on exercises, we explored the jobs-to-be-done behind popular apps. Quick prototypes and scenarios of how these might exist as machines helped us to uncover what a new design field of the future looks like.
Taught by Hannes Jentsch and Martin Jordan at Hochschule Darmstadt, Germany in May 2016.
How do we measure the value of social media?Helge Tennø
By referencing several of the current changes as social media we limit the perspective and reach of our ideas. We see these activities as satellites outside of core business, insignificant flirting with customers compared to the bigger commercial changes happening.
Our job is to become ambassadors and show the rest how customer insight and involvement can be increasingly valuable to the future of the business.
This document discusses the changing nature of customer journeys and how companies can adapt. It notes that customer journeys have become more complex, erratic, and cross multiple channels. To address this, the document recommends that companies take a human-centered approach, conduct research to understand customer insights, and design experiences that bridge the digital and human divides. It also stresses the importance of collaborative teams, ongoing commitment to improvement, and focusing on humanity as technology proliferates.
UXPA BOSTON 2013 - Visual Communication in UX research and designDory_Kronos
The document discusses visual communication in UX research and design. It provides examples of different types of visualizations used at various stages of the design process, including workflows from contextual inquiries, personas to represent user research findings, process maps of user journeys, concept maps to illustrate design concepts, and charts and graphs to report evaluation findings from user surveys. The document also discusses principles for effective visualization based on Gestalt laws and provides resources for visualization inspiration and tools.
An Interactive presentation / workshop given for clients in different industries (always with some individual tailoring). this is the latest version.
The presentation invites organizations to discuss different elements of the current customer gap to try to articulate and understand it better.
Smarter Touchpoints & Contextual ServicesMartin Jordan
Service design helps improve services to make them more useful, usable, and efficient for customers and organizations. The Internet of Things connects physical objects to the internet. Service designers and IoT makers can work together to design connected devices that enhance services by making them more usable for customers and efficient for organizations. Connected objects can replace apps and cards to perform service tasks without interrupting users. Well-designed single purpose connected objects that are context-specific can fulfill tasks better than general devices.
Improving Experiences with Service Design - MOSO2015Jason Fiske
The following is a presentation I gave at MOSO2015 on how to improve the customer or user experience through the practice of service design. I provided examples of tactics and strategy as my role as a digital strategist as well as the approach we use at our service design consulting firm Tesani Design.
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...Martin Jordan
How do you link the Jobs-to-be-Done approach to the tools, methods and frameworks you are already using? After investigating the JTBD framework, the timeline, the four motivational forces and the retrospective interview technique, we spent an evening discussing the connections and possible integrations with related fields and disciplines, including:
• Value creation (marketing)
• Value proposition canvas & business model canvas (business design & modelling)
• Market segmentation (marketing)
• How might we questions (design thinking & ideation)
• Customer journey map (service design & development)
There are hundreds of websites lying on Internet but what is the thing that makes a website memorable or different from others.
Here, is the formula for attracting people to your Website.
Content marketing has been all of the rage the last few years – not just with big and well-established brands, but also with startups. And no wonder, according to the Content Marketing Institute, this form of marketing generates more leads than paid search while, on average, costing 30 to 40% less.
However, content marketing for startups is easier said than done.
This presentation was developed for entrepreneurs at the Hong Kong Science Park. It gives a brief overview of the different content marketing types startups can apply, provides a few success examples, and finally offers a set of practical tips to get started with a content marketing strategy.
This document summarizes the role of planning in today's ever-changing advertising and marketing world. It defines a job profile for a "post-digital planner" with 3 core duties: uncovering consumer attitudes and insights through qualitative research, writing experience-based creative briefs, and providing real-time strategic counsel throughout campaigns. It then discusses two example campaigns where post-digital planning added value by recognizing consumer behaviors and facilitating ongoing user participation.
What if your favourite apps turned into little machines? What makes physical objects more emotionally engaging than apps? How do we connect to them through our natural senses and cognitive abilities?
Together with 13 student we broke down some of our favourite apps to their elementals and re-imagined them as physical machines. We examined aspects of experience which can bring us closer to the services we use everyday.
How? With a few short hands-on exercises, we explored the jobs-to-be-done behind popular apps. Quick prototypes and scenarios of how these might exist as machines helped us to uncover what a new design field of the future looks like.
Taught by Hannes Jentsch and Martin Jordan at University of Applied Sciences Potsdam, Germany in October 2014.
This document discusses how predictive personalization using artificial intelligence can make business more human. It argues that AI has the potential to amplify a business's ability to build empathy with customers at scale by uniquely tailoring interactions based on modeling individual customers' preferences and behaviors. The document provides examples of how AI could deeply understand a single customer by analyzing all their online activities, and then scale that level of personalized understanding to millions of customers. It also outlines how AI is becoming the new standard for customer experience due to rising expectations, and argues that getting started with AI is easier than many businesses think through available cloud and open-source options.
21 Quotes That Will Change the Way You Think About MarketingJay Baer
From the new marketing book from Jay Baer, it's 21 Quotes That Will Change the Way You Think About Marketing, featuring some of the smartest minds in content marketing today.
Design Thinking Guide for Successful Professionals- Chapter 1archholy
Design thinking is a powerful thinking tool which could drive a brand, business or an individual forward positively. It is also a part and parcel way of thinking that designers go through in their minds in every single design project. Thinking like a designer can transform the way organizations develop products and services on the front end, while improving processes and strategy to the backend. It is a way of simply thinking and ideating on a solution to address a problem or better meet a customer need. It is a process focused on solutions and not the problem.
This is a 182-page power packed book that will provide insights on how to solve problems creatively using proven design thinking tools
Download PDF Book here: https://payhip.com/b/hM4U
Download iTunes eBook here: https://itunes.apple.com/us/book/complete-design-thinking-guide/id1022432207?ls=1&mt=11
Preview Book here: http://www.emerge-creatives.com/#!design-thinking-guide-for-success/c5jg
Twitter: @designthinkbook
Facebook: https://www.facebook.com/designthinkingbook/
Lean UX Secrets: Engage & Delight in a Digital World (Digital Summit Atlanta)Sarah Weise
This talk on Lean UX was presented at Digital Summit Atlanta by Sarah Weise.
Program Description: Stop hearing crickets. Learn the secrets to amp up meetings with your team, your customers and your stakeholders. Boost creativity and participation with activities inspired by lean UX, lean startup, agile coaching, express usability, design thinking and more. We’ll break down the nuts & bolts of how to conduct successful working sessions in order to get the most from your team members during meetings, and uncover deep drivers to create a better experience. After years of experimenting with hundreds of hands-on activities for commercial and government clients, we’ll be sharing our top creative activities. We’ll show you what works to gather information about target audiences, business goals, website goals, top tasks, key differentiators, and personas. This session is specifically designed for you to take away tips and tricks that you can apply to your own meetings. That’s right: try this at home, folks.
Optimisation Is The New Black Uncovering The Highlights And Pitfalls Of Testi...Bench
Presentation by: De Hallam, Sr Data Planner, Digital Balance
Companies have adopted the digital fundamentals, but what’s next? How do we unlock the latest and greatest when it comes to digital technologies, programmatic ad platforms and taking marketing to the next level?
Digital Espresso Breakfast is an event dedicated to innovations across data, digital and programmatic marketing, brought to you by Benchmarketing.
Visit www.benchmarketing.com.au for more info.
Please join us for a strategic update on the SOASTA Digital Performance Management Platform. DPM is a proactive, data-centric approach to performance management where websites and mobile applications are continuously measured, tested and optimized to deliver the best possible user experience and business outcome.
In this webinar our executive team will cover:
Market trends that are driving the shift to DPM
An update on SOASTA solutions and how to best leverage the combined power of mPulse, Data Science Workbench, CloudTest, TouchTest and DOC
The market opportunity available for SOASTA Partners
The benefits our customers achieved by leveraging SOASTA
Via: Retail Customer Experience
As our 2016 Retail Future Trends Report revealed, 2016 was once again a year of innovation amid a
competitive time for retailers that are online, offline and moving into the omnichannel realm. Mobile,
as well as data analytics and Internet of Things (IoT), hit home with retailers striving to drive a better
customer experience.
Consumers still are focused on a retailer’s website for product research; however, as this Top 100
report illustrates, they’re also increasingly using smartphones and other mobile devices.
The trends data revealed 35 percent of consumers believe it is very important for a retailer to have
both a brick-and-mortar and online presence. That consumer expectation may be a big reason
Amazon, which again took home the top honor in this Top 100 survey, is moving into the brick-andmortar
realm after over two decades of pure e-commerce strategy.
What are the key digital Challenges in APAC in 2016? [REPLAY HUBFORUM SINGAPORE]HUB INSTITUTE
HUBFORUM Singapore is an invitation-only summit for digital marketing leaders from local and international companies. Over 300+ attendees and 15 top speakers had gathered last year to share insights, predictions of digital marketing and digital transformation.
How we plan, design & manage great CX. Rüdiger Pläster, CEO of ORT Group based in Krefeld, Germany, shares insights on content automation, customer experience, as well as agile approach and leadership principles.
This document provides an overview of strategies for planning marketing in 2017, including the power of strategies, AI assistants, communication bots, micro-moments, immersive AR/VR, and analytics. Key points discussed include preparing for the rise of AI assistants by voice and developing conversational content, using bots to streamline customer support and enhance experience, optimizing content for micro-moments of user intent, how brands are adopting AR/VR, and using data analytics and visualization tools to measure campaign metrics and optimize tactics. The concluding thoughts emphasize testing strategies with users, delivering an engaging experience across channels, and using data-driven insights to continuously improve.
This document describes Lean Service Creation (LSC), a methodology that combines design thinking, agile development, and lean startup. LSC helps companies build a culture of experimentation, failure, and learning to develop digital services. It involves conducting user research, rapid prototyping, and analytics testing to iteratively build minimum viable products. The document outlines LSC's process, from immersion and insights to prototyping and growth hacking. It provides examples of tools used in LSC like service blueprints and value proposition prototypes. The result is that companies see real changes to their language, culture, and product development as learning is prioritized over single solutions.
This document discusses the concept of creative efficiency in marketing. It notes that clients initially sought out digital agencies for more efficient marketing with lower budgets. However, true creative efficiency requires an efficient strategy aligned with business goals and understanding consumer behavior. The document provides examples of campaigns that achieved long-term efficiency through creativity. It argues that creativity and strategy are intertwined and efficiency must be evaluated over multiple phases.
Rob Reid, Advertising M&A - DMX Dublin 2016DMX Dublin
This document provides an overview of trends in the global advertising industry and strategies for agencies to build value and succeed in the future landscape. It notes that digital advertising is driving global growth, with mobile as the key driver. It discusses new "battlefields" like customer experience and platforms that agencies must understand. It outlines seven key building blocks for agencies, including business model, financials, size and growth. It also covers immerging in tech and startup culture, alternative business models, understanding buyers and valuation approaches in the M&A market.
A Textbook for Publishing: Selected Articles from Personanondata Michael Cairns
Since I started my blog PersonaNonData in 2006, I had no idea where the journey would take me but I have always seen the blog as a close extension of what I’ve been doing since my career in publishing started: Trying to make sense of the business amid an ever changing environment.
That’s the nature of business, and I’ve always believed that if you don’t have an interest in the dynamics and influences pervading your company and business you should probably think about making a change. I frequently meet people who after long periods in publishing really have no idea what’s going on. I find that quite sad.
PersonaNonData has always been a selfish preoccupation but I do hope I’ve been able to shed some light on the business – at least as I see it – for some small group of publishers who enjoy my point of view.
And the photos of course!
Best regards,
Michael Cairns (aka Personanondata)
Connected, interactive content experiences deliver more trusted data, and more measurable results. Original research illuminates how marketersare making big, beautiful music.
How to leverage E-E-A-T to boost your international expansionGemma Fontane
To leverage E-E-A-T and boost international expansion, a website should create quality, localized content for each target market by doing in-depth keyword research and transcribing rather than just translating content. The website should also become an expert in its field for each region by exploring cultural differences, getting mentions from local influencers, and demonstrating its expertise through topic clusters and author pages. Building trust is also important, so the website should offer popular payment methods, reliable customer service, and transparency about its operations to appear legitimate to international users.
ROCKETROI for Intersport | Beating sales forecast by 25%. Benedetta Giungi
ROCKETROI is top #6 agency in EMEA (2018), leader in PPC optimization and SEM in Southern Europe.
Most nominated agency at Google Premier Partner Awards 2018, ROCKETROI consolidates its expertise in retail, lead generation and social ads.
Learn how we made it here.
The New Year always brings hopes of new strategies, idea, goals and successes. But before we dive into what’s next, we thought it would be a good idea to reflect on the top 15 most important marketing and technology trends from 2015. Jen Bullett and Kalev Peekna count down 15 strategies, trends and tactics that Business-to-Business and Professional Services marketers should keep on their radar as they delve into 2016. Specifically, we cover topics including lead generation, predictive marketing, brand storytelling and cross-channel metrics.
Inspired Marketing Magazine features customer stories and thought leadership from marketing technology leaders. I project manage, design, organize and execute all aspects of this magazine on behalf of my company, Relationship One.
From 2016, this presentation (a visual resume of sorts) explains what I can do for software companies as a writer, content marketer, product marketer and gives a brief overview of my skills and experience.
Outline:
- Hi, I'm Adam...
- What I do in a few bullets...
- A one page profile...
- I can help you achieve better outcomes by...
- Transition
- Almost 5 years ago...
- In those 5 years, I also...
- I just spent 6 months...
- On LinkedIn, over 60 co-workers say things like...
- A combination of 3 things make me unique...
- And, I am very passionate about 3 things...
- Before I was on my own, I worked for...
- And, co-workers said things like...
- While on Earth...
- In terms of leadership, I have...
- My results include...
- Here are some public work examples...
- Oh, I also really believe this...
- Thank you...
The document is a program for the DMA Annual Event that has been rebranded as "&THEN". It will take place October 4-6, 2015 in Boston and feature keynote speakers, panels, workshops, and networking events focused on marketing topics. Attendees can learn about content & creation, data & analytics, engagement & experience, integration & attribution, technology & innovation, and strategy & branding. Registration is available at different access levels and early registration saves up to $500 on on-site rates.
Digital unbound five tips for making digital workMortgage Coach
This document discusses five tips for making the most of digital mortgage technology investments. It summarizes the key points from a speech given by the author at several industry conferences. The five tips are: 1) Have a clear business case for investments, 2) Ensure technology works for top producers, 3) Make technology easy to use, 4) Provide value to borrowers, and 5) Consider how technology impacts people, processes and products together. The author advocates testing these five factors before adopting new digital tools to maximize returns on technology investments.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
2. DIGITAL EXPRESSO | NOVEMBER 2016
“Optimisation…
is the new black”
| Forbes Magazine 2015
3. DIGITAL EXPRESSO | NOVEMBER 2016
“Math…
is the new black”
| Econsultancy 2013
4. DIGITAL EXPRESSO | NOVEMBER 2016
“Content…
is the new black”
| Content Marketing Institute 2011
5. DIGITAL EXPRESSO | NOVEMBER 2016
“Big Data…
is the new black”
| Said everyone 2013
6. DIGITAL EXPRESSO | NOVEMBER 2016
“Mobile…
is the new black”
| Everyone still saying
7. DIGITAL EXPRESSO | NOVEMBER 2016
“[Insert Buzzword]…
is the new black”
| In this industry there’s always a new
black.
8. DIGITAL EXPRESSO | NOVEMBER 2016
An act, process, or methodology of making
something (as a design, system, or decision) as fully
perfect, functional, or effective as possible;
specifically : the mathematical procedures (as
finding the maximum of a function) involved in this.
SOURCE: www.merriam-webster.com/dictionary/optimization
Optimisation:
[op-tuh-muh-zey-shuh n]
9. DIGITAL EXPRESSO | NOVEMBER 2016
We see there being two distinct kinds of digital optimisation:
Optimisation
through Testing
vs.
1.
A
X
Y
X
show
they did
Optimisation
through Personalisation
2.
10. DIGITAL EXPRESSO | NOVEMBER 2016
What we’re
talking about
today:
A
X
Y
X
show
they did
Optimisation
through Personalisation
2.
11. DIGITAL EXPRESSO | NOVEMBER 2016
Personalisation is
all about relevance.
what you
want to say
what they’re
interested in
Relevance
14. DIGITAL EXPRESSO | NOVEMBER 2016
So why are we struggling?
We think there are two key reasons why.
15. DIGITAL EXPRESSO | NOVEMBER 2016
Which makes governing the digital experience difficult and limits the depth that we
can personalise.
1# The majority of tools are rule-based.
16. DIGITAL EXPRESSO | NOVEMBER 2016
It’s a mapping exercise.
Where does this
need to happen?
Where
Homepage,
Category page,
Product pages
What is the single
most distinguishing
factor about the
audience?
Audience
Prospect
What other things can digital tell us about
this audience to paint a clearer picture of
their needs?
Attribute 1 Attribute 2
Life Stage (single)
Age range
(20-30)
What digital
information can the
website gather to
understand what
the audience is
trying to achieve?
Scenario
Looked at a credit
card 3 times in
the last 5 days
If a person
demonstrating this
intent walked into a
branch, what would
the customer
service rep do/say?
Business Rule
Re-assure with
brand and
product value
proposition
What is the digital
version of this?
What needs to
change on the site
to deliver on the
business rule?
What
Change tag lines
in relation to Life
Stage andAge
Range
Audience Attribute 1 Attribute 2 Scenario Business Rule What Where
17. DIGITAL EXPRESSO | NOVEMBER 2016
Audience segmentation can make
rule based get big fast…
16 Geotribes
9 life stages
2 genders
8 age ranges
5 defection scores
11,520
combinations
=
20. DIGITAL EXPRESSO | NOVEMBER 2016
What needs to happen to help deliver
personalisation with more complex
audience segments?
21. DIGITAL EXPRESSO | NOVEMBER 2016
Automation.
Advanced machine learning algorithms.
Automated personalisation uses visitor data to match
the most relevant experience with a given visitor
(basically “letting the machine do it for you”).
It’s really useful when you are not sure which rules are
most effective – so its solves that ROI problem. Over
time, the algorithm learns to predict the most effective
‘thing’, for example content to achieve your goal.
This is what the tech giants use to personalise the
digital experience. Think Facebook, Netflix and
Amazon – in fact Amazon originates 35% of sales
through it’s automated personalisation strategy.
22. DIGITAL EXPRESSO | NOVEMBER 2016
Are there any Australian brands
playing in this space?
23. DIGITAL EXPRESSO | NOVEMBER 2016
Australia Post saw a 35% uplift in
conversions using automated
personalisation.
It’s a big risk to dedicate resources and budget to automated
personalisation experiments.
We helped Australia Post engineer a test to determine if automated
personalisation would work better than rule-based.
The automation experiment used a random forest algorithm to
determine the best content to show a visitor based on their
behavior.
The test proved that automated personalisation did in fact drive
better and faster results than rule-based automation – resulting in a
35% uplift against the control.
We are now helping Australia Post scale-up automated
personalisation across the wider business.
24. DIGITAL EXPRESSO | NOVEMBER 2016
Should all Australian brands roll out
automated personalisation?
25. DIGITAL EXPRESSO | NOVEMBER 2016
Automation can be costly and resource heavy –
and probably not a viable option for every day
Australian brands just yet.
=
26. DIGITAL EXPRESSO | NOVEMBER 2016
So our advice, if you are tackling personalisation is to
start simple.
27. DIGITAL EXPRESSO | NOVEMBER 2016
Start here.
SOURCE: HUGE INC.
Business rules-based logic. Manage the process between rule-based
logic and algorithmic includes operations,
analytics, content and testing.
Machine-based, algorithmiclearning to
make personalised recommendations.
28. DIGITAL EXPRESSO | NOVEMBER 2016
Just pick 1 audience. Pick one scenario, for example
Repeat Customers.
Lets not make this too big – we don’t want to build
11500 variations to start with.
29. DIGITAL EXPRESSO | NOVEMBER 2016
Do we know:
• what they just looked at?
• if they abandoned something?
• what they bought last?
Don’t over complicate it. A lot of the time,
people jump to the end goal – the vision, and
that’s when it’ll get complex.
Start with the most
differentiating
thing you know
about a visitor.
30. DIGITAL EXPRESSO | NOVEMBER 2016
Companies are not ready to invest in the
people power needed to run personalisation.
2#
33. DIGITAL EXPRESSO | NOVEMBER 2016
“Technology, data, strategy. These are necessary elements to
make personalisation function…
34. DIGITAL EXPRESSO | NOVEMBER 2016
But people — the importance placed on developing and enabling
talent in your marketing organisation — they are what make
personalisation thrive and succeed.”
-SOURCE: SCOTT BRINKER
35. DIGITAL EXPRESSO | NOVEMBER 2016
To succeed there must be a willingness from
stakeholders and management, giving permission for
teams to try and fail (and oodles of platform training).
‘Doh!’ ‘’Whoops!’ ‘Darn it!’
36. DIGITAL EXPRESSO | NOVEMBER 2016
“Optimisation…
is the new black”
| Digital Balance 2016
37. DIGITAL EXPRESSO | NOVEMBER 2016
Start here.
SOURCE: HUGE INC.
Business rules-based logic.
38. DIGITAL EXPRESSO | NOVEMBER 2016
Thank you.
www.digitalbalance.com.au
Digital Balance
Melbourne +61 3 9020 7340
Perth +61 8 9227 8073
hello@digitalbalance.com.au
Editor's Notes
We had planned for our Founder and CEO, Tim Elleston to share some of our learnings with you,
But unfortunately he’s had a death in the family and couldn’t be with us today.
We’ve had the pleasure of working with some great brands – like newscorp, Foxtel, iSelect, AUS POST etc
So I think we have some really interesting experience to share with you today.
I’ll did co-write this deck with Tim, so this is not without his input
But I come at it much more from a planner/strategist angle (rather than a technical one).
So – optimisation is the new black?
Forbes magazine made this claim last last year
Just like econsultancy claimed that math is the new black in 2013
CMI claimed content was in 2011
And certainly someone said mobile is
And you know what, in this industry, there’s always a new black
We see so many new trends come and go
and optimisation is the same as any other trend
And like all those other trends,
It struggles with definitions of what
it is and what it isn’t
So let’s make this clear
What is optimisation?
If you look up the dictionary it says something like this
Within that there’s two distinct kinds
Testing – so AB, multivariate that kind of thing
And personalisation
We want to talk about personalisation
Because its been touted a lot lately
And a lot of technology is claiming to be the silver bullet to doing it right
but as I’ll talk about in this session, it’s a whole lot more than that.
What is personalisation?
Personalisation is about making something more relevant.
Its about displaying relevant, tailored information usually based on browsing behaviour, in real time.The most popular form being product recommendations (think Amazon)
But there’s also search personalisation, onsite, social and mobile
off site to include things like doubleclick and facebook advertising to name a few examples.
And it’s easy right? The vendors in this space all appear to make it look really easy don’t they?
But how many here are personalising an onsite experience? (not email)
So why aren’t many companies doing it? I mean if it really is that easy…
And why are there even less companies doing it well?
Technology – we’ve got the sitecores, the adobes, salesforces, marketos
We’ve certainly got the data - and in fact Forbes said its all about the data -but one thing I know for sure is that its definitely not about the data alone
And we’ve got the strategy right? - we’re all aiming toward a utopian channel/platform/device agnostic experience, specific to me.
I think the biggest problem is that the majority of tools are rule based
that means you have to set up a rule for each of the experiences to show to a particular audience.
It’s great for very simple personalised experiences, but difficult to run something at-depth
So taking that rule-based approach
It’s essentially a mapping exercise.
These are what we consider the 5 things that we map to bring a personalised experience together
Audiences, and audience attributes is where we start
Scenarios that include intent
Business rules (what would we do as people if we knew about a visitor)
Experience is what personalisation should we apply
Location is where we should apply it
@DE I HAVE MADE THIS BUILD, SO YOU CAN RUN THROUGH THE EXERCISE AT ONCE.
So easy right?
The problem we see is that our clients think about audiences in a really granular way
Geotribes/helix personals and so on
Beyond what rules based personalisation can realistically deliver on.
Just to give you an idea of this…lets do some simple math to illustrate how this gets really big.
Let’s personalise content based on this…that’s 11,520 possible combinations.
And that’s before we figure out when and where we want to personalise.
And it just gets too big
we don’t want to do any of that, we just want to do a few rules – but which one is going to bring us greatest ROI?
We don’t know
We’re essentially just stabbing in the dark and hoping something sticks
And we go back to what we know, which is batch and blast, because we can do that, we can measure that, we can tick the boxes.
And we go back to what we know, which is batch and blast, because we can do that, we can measure that, we can tick the boxes.
what needs to happen to help deliver personalisation with more complex audience segments?
Automation.
advanced machine learning algorithms to automatically provide personalised content
based on behavioural data, providing a personalised experience.
It’s really useful when you are not sure which rules are most effective– so its solves that ROI problem
Over time, the algorithm learns to predict the most effective content and displays the content most likely to achieve your goals.
Those that are doing really well, have gone down the automation path.
The Facebooks, the Netflix’s, the Amazons - Amazon originates 35% of sales through personalisation.
And we go back to what we know, which is batch and blast, because we can do that, we can measure that, we can tick the boxes.
Some of our clients are playing in this space.
AUST POST have literally last week released a test
The campaign is an automated personalisation test that uses an algorithm (random forest) to determine the best content to show a visitor based on their behaviour and collected data.
What makes this different to other tests it that there are no manual targeting rules – the algorithm optimises content shown against people landing on the shop and collect @ post pages.
The whole purpose of this test is to figure out whether the ‘rule-less’ approach is effective.
Where yet to find out...
So should we all be aiming for automation?
Of course not, its got to be in more affordable automation.
But automated personalisation is pretty costly.
It’s not viable for every day brands right now.
So our advice, if you are tackling personalisaiton is to start simple. So simple you’re crawling.
just pick 1 audience. Pick one scenario (e.g. Repeat Customers).
Lets not make this too big – we dont want to build 11500 variations to start with.
What do we know about them, that is in real time? We know what they just looked at. We know if they abandoned something. We know what they bought last.
Don’t over complicate it. A lot of the time, people jump to the end goal – the vision, and that’s when it’ll get complex.
So our advice, if you are tackling personalisaiton is to start simple. So simple you’re crawling.
just pick 1 audience. Pick one scenario (e.g. Repeat Customers).
Lets not make this too big – we dont want to build 11500 variations to start with.
What do we know about them, that is in real time? We know what they just looked at. We know if they abandoned something. We know what they bought last.
Don’t over complicate it. A lot of the time, people jump to the end goal – the vision, and that’s when it’ll get complex.
So our advice, if you are tackling personalisaiton is to start simple. So simple you’re crawling.
just pick 1 audience. Pick one scenario (e.g. Repeat Customers).
Lets not make this too big – we dont want to build 11500 variations to start with.
What do we know about them, that is in real time? We know what they just looked at. We know if they abandoned something. We know what they bought last.
Don’t over complicate it. A lot of the time, people jump to the end goal – the vision, and that’s when it’ll get complex.
So our advice, if you are tackling personalisaiton is to start simple. So simple you’re crawling.
just pick 1 audience. Pick one scenario (e.g. Repeat Customers).
Lets not make this too big – we dont want to build 11500 variations to start with.
What do we know about them, that is in real time? We know what they just looked at. We know if they abandoned something. We know what they bought last.
Don’t over complicate it. A lot of the time, people jump to the end goal – the vision, and that’s when it’ll get complex.
Personalisaiton is a lot of work
As with every new trend, its risky to employ people or teams just to personalise.
And especially when we haven’t seen truly significant returns from personalisation yet
So, here’s a typical adoption curve we see in organisations.
Time along the bottom. Success up the side.
We start all gung-ho, get a couple of wins, which may or may not be successful, but then it starts to get harder.
There’s no governance in place – every stakeholder wants some part of it.
Soon enough, you’ve got no consensus, no plan and no results. You start to come down this curve. Then you re-group. You know whats wrong. The ad-hoc approach is killing it. Not in a good way either. And so you restructure. You put some processes in place. You put some governance in. And you start to mature your program – and this might be true for any new trend - content marketing, mobile, what ever
But for personalisation right now, we’re seeing most brands end here.
And to be honest, most are still catching up on some of those other trends,
There’s not the capacity to build a team for yet another new trend
There’s not many of these types of studies available but this is a study on effective personalization by CEB Global,
demonstrates that organisations performing above median ROI – where ROI is increased click through rates
on personalisation, are also 7x more likely to rank people as the top enabler of personalisation.
That’s above technology, strategy and data. That is a massive deal.
Because its not something a vendor can sell you, it’s something has to be built and fostered internally
You may or may not see the similarities of this quote with the famous line in the movie – ‘dead poets society’
Which makes similar comparisons of the sciences to the arts
I think its an apt way to put the context of people within such hardline things such as tech, data and strategy
People is probably the most hardest thing to obtain
You may or may not see the similarities of this quote with the famous line in the movie – ‘dead poets society’
Which makes similar comparisons of the sciences to the arts
I think its an apt way to put the context of people within such hardline things such as tech, data and strategy
People is probably the most hardest thing to obtain
Sitecore & adobe hold them to their promisses
Hold your vendor accountable
Enlist the help of some great marketing technologists (ahem) to mentor your team
So yes, optimisation is the new black
Well perhaps nearly the new black.
But first we’ve got to get over that first adoption curve
And to do that…
Start small, don’t get complicated
If you think it viable for your brand, Work your way toward algorithmic,
or wait until it gets more obtainable/affordable
But get the operational proceedures in place before you do so.
And finally, know that people trump technology any day.