Not only do customers have certain expectations of the customer shopping process, through technology, they can now control the shopping process more than ever before. The digital era has also handed additional power to them, including more choice and increased access to information. Empowered by social networks and their digital devices, consumers are increasingly dictating what they want, when and where they want it. As the competition for consumers’ attention intensifies, it has never been more difficult for businesses to engage with their consumers. This is in part due to the overwhelming number of unsolicited messages consumers receive which could ultimately result in damage to the brand. Presentation by Gábor Tóth, Head of Sales and Marketing at Yusp. www.yusp.com

1. PERSONALISATION: Be relevant
or be forgotten
UxAlive in Istanbul
3rd May, 2017

2. Yusp offered by Deloitte Digital is a unique combination of Strategy,
Digital Marketing, Personalization and Technology capabilities to deliver
end to end solution from strategy to technology
Close cooperation with Deloitte Digital professionally
and commercially in the joint implementation of
personalization solutions to Digital Retailers, Physical
Retailers, Supermarket Chains, TMT Companies and
Retail Banks worldwide
2017 Yusp Personalization as a Service 2

3. 2017 Yusp Personalization as a Service 3
Why of the 700 million
websites that exist, 72% fail
to consistently engage users or drive
conversions?
☹
😭
Why of the 1.6million apps
available, just 200account for
70%of all usage, and three
out of four apps aren’t even used beyond
the initial download?
Source: The Wharton School - University of Pennsylvania: The User Experience: Why Data – Not Just Design – Hits the Sweet Spot, Feb 15, 2016

4. 2017 Yusp Personalization as a Service 4
UX is also about Data
not just design;
the idea behind
personalization
is to tailor the
experience from
the moment it begins

5. 2017 Yusp Personalization as a Service 5
in the marketplace
about personalization,
Confusion
personalization means
different things to
different people
and many vendors
claim to offer it;

6. 2017 Yusp Personalization as a Service 6
Including user's
name, location,
or whatever profile data
is a good
start, but
personalization
can be deeply integrated into the UX design

7. 2017 Yusp Personalization as a Service 7
Personalization
of deals and pricing
is not possible
with traditional data analytics
tools, skills and capabilities, and
without
personalization
engine

8. 2017 Yusp Personalization as a Service 8

9. 2017 Yusp Personalization as a Service 9

10. Personalization
• Personalization requires multiple types
of data, and the personalization engine
uses a combination of implicit, explicit,
profile and session data, which the
personalization engine segments
• In additional to transactional data, the
Personalization engine is starting to
incorporate different types of customer
data to further define customer
segmentation beyond the phase of one-
to-many to that of one-to-some,
expanding beyond general
demographics and common
segmentation
• The personalization process starts as
delivering similar experiences to many
recipients (based on common
demographics and attributes) to shift to
delivering similar experiences to fewer
recipients. Ultimately, a unique
experience is delivered to each
recipient. Personalization is a journey.
2017 Yusp Personalization as a Service 10

11. Personalization Engine
2017 Yusp Personalization as a Service 11
• The use of multiple types of analytics
enable the personalization engine to
identify customer intent, starting with
the search process. It also detects
behavior patterns, identifies customer
locations and discover correlations in
behavior among customers. As these
similarities start to be recognized, both
anonymous and known customers can
be segmented and served
• Personalization engine’s algorithmic
portfolio incorporate adaptive learning
analytics to anticipate future behavior
or estimate unknown outcomes
• When the personalization engine is
used for digital commerce, it can alter
the recipient's presentation view or
provide data that can be used to alter a
recipient's experience
• The advanced business rule engine with
an intuitive dashboard allows to satisfy
various business requirements

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that customers
want and expect a
personalized
experience,
Research shows
are willing even to pay more
for a personalized experience
and, 20% of customers

13. 2017 Yusp Personalization as a Service 13
Where would you
even start?
42% of consumers,
who are interested
in personalized product
recommendations or
services would still rather be,
led by brands
and choose from a selection of
options

14. 2017 Yusp Personalization as a Service 14
Business models with great personalization potential
Revenue fromh
increased visit
frequency and
basket size
Revenue from
pay-as-you-go
credit through
time spent on
consumption
Revenue from pay per
view
Advertisement
revenue through
page view and/or
time spent on
consumption
Commission fee
through visit
frequency and
basket size
Subscription fee
through time spent
on consumption
Classified
advertisement listing
fee through classified
advertisement
conversion
Classifieds’
membership fee
through classified
advertisement
conversion
Revenue from FMCG
distribution
Revenue from net
interest income

15. 2017 Yusp Personalization as a Service 15
Digital impacted physical: in-store personalization
is now possible very similarly to e-commerce stores