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Personalization – Truth, 
Trends and Technology 
Festival of Marketing 
Stefan Tornquist, VP Research 
@MarketingStefan 
24 November 2014 Copyright © Econsultancy
Why bother? 
24 November 2014 Festival of Marketing 2
60% 
24 November 2014 Festival of Marketing 3
5% 
24 November 2014 Festival of Marketing 4
90% say personalization affects 
their purchases 
24 November 2014 Festival of Marketing 5
Immediate Impact 
100%+ 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
- 10% 
- 20% 
24 November 2014 Festival of Marketing 6
Immediate Impact 
100%+ 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
- 10% 
- 20% 
Conversion +15% 
Session Time +20% 
Login frequency +20% 
24 November 2014 Festival of Marketing 7
Immediate Impact 
100%+ 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
- 10% 
- 20% 
Conversion +15% 
Session Time +20% 
Login frequency +20% 
R e t a i n i n g C u s t ome r s 
A l i e n a t i n g C u s t ome r s 
24 November 2014 Festival of Marketing 8
R e t a i n i n g C u s t ome r s 
A l i e n a t i n g C u s t ome r s 
24 November 2014 Festival of Marketing 9
Creepy and the Bubble 
R e t a i n i n g C u s t ome r s 
A l i e n a t i n g C u s t ome r s 
24 November 2014 Festival of Marketing 10
What does personalization mean 
today? 
24 November 2014 Festival of Marketing 11
24 November 2014 Festival of Marketing 12
24 November 2014 Festival of Marketing 13
24 November 2014 Festival of Marketing 14
But… 
24 November 2014 Festival of Marketing 15
24 November 2014 Festival of Marketing 16
A+ 
24 November 2014 Festival of Marketing 17
When is it feasible…how far does 
the “stack” need to evolve? 
24 November 2014 Festival of Marketing 18
Top 20% 
Bottom 80% 
24 November 2014 Festival of Marketing 19
Very likely to automate 
Less likely to automate 
24 November 2014 Festival of Marketing 20
4.5% average conversion 
2.6% average conversion 
24 November 2014 Festival of Marketing 21
26% more profitable 
12% less market share 
24 November 2014 Festival of Marketing 22
Unified (cloud / tagged / BI) 
Independent 
24 November 2014 Festival of Marketing 23
Does it need to be real-time? 
24 November 2014 Festival of Marketing 24
Yes 
24 November 2014 Festival of Marketing 25
Where + when defines need 
24 November 2014 Festival of Marketing 26
Need defines the customer 
experience 
24 November 2014 Festival of Marketing 27
What about anonymous visitors? 
24 November 2014 Festival of Marketing 28
41% can personalize to anonymous 
visitors…today 
24 November 2014 Festival of Marketing 29
Do we need third party data? 
24 November 2014 Festival of Marketing 30
Do you need third party data? 
96% 
24% 
120% 
100% 
80% 
60% 
40% 
20% 
0% 
First-party data (i.e. data you own) Third-party data (i.e. data coming from 
partners and data providers) 
24 November 2014 Festival of Marketing 31
Do you need third party data? 
53% 
54% 
50% 
77% 
74% 
73% 
70% 
68% 
68% 
68% 
62% 
88% 
0% 25% 50% 75% 100% 
Purchase history 
User preferences (explicit customer preferences, e.g. 
interests) 
Behavior on your web properties 
Browser history (including referrer, search term, ad viewed) 
Personal data (including name, gender, location) 
Social graph data 
2012 2014 
24 November 2014 Festival of Marketing 32
Only two more slides. 
24 November 2014 Festival of Marketing 33
Internal Shared External 
24 November 2014 Festival of Marketing 34
Art Personalization Math 
24 November 2014 Festival of Marketing 35
Thank You! 
24 November 2014 
36 
Stefan Tornquist 
VP, research US 
Econsultancy 
@marketingStefan

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Personalization - Truth, Trends and Technology

  • 1. Personalization – Truth, Trends and Technology Festival of Marketing Stefan Tornquist, VP Research @MarketingStefan 24 November 2014 Copyright © Econsultancy
  • 2. Why bother? 24 November 2014 Festival of Marketing 2
  • 3. 60% 24 November 2014 Festival of Marketing 3
  • 4. 5% 24 November 2014 Festival of Marketing 4
  • 5. 90% say personalization affects their purchases 24 November 2014 Festival of Marketing 5
  • 6. Immediate Impact 100%+ 80% 70% 60% 50% 40% 30% 20% 10% - 10% - 20% 24 November 2014 Festival of Marketing 6
  • 7. Immediate Impact 100%+ 80% 70% 60% 50% 40% 30% 20% 10% - 10% - 20% Conversion +15% Session Time +20% Login frequency +20% 24 November 2014 Festival of Marketing 7
  • 8. Immediate Impact 100%+ 80% 70% 60% 50% 40% 30% 20% 10% - 10% - 20% Conversion +15% Session Time +20% Login frequency +20% R e t a i n i n g C u s t ome r s A l i e n a t i n g C u s t ome r s 24 November 2014 Festival of Marketing 8
  • 9. R e t a i n i n g C u s t ome r s A l i e n a t i n g C u s t ome r s 24 November 2014 Festival of Marketing 9
  • 10. Creepy and the Bubble R e t a i n i n g C u s t ome r s A l i e n a t i n g C u s t ome r s 24 November 2014 Festival of Marketing 10
  • 11. What does personalization mean today? 24 November 2014 Festival of Marketing 11
  • 12. 24 November 2014 Festival of Marketing 12
  • 13. 24 November 2014 Festival of Marketing 13
  • 14. 24 November 2014 Festival of Marketing 14
  • 15. But… 24 November 2014 Festival of Marketing 15
  • 16. 24 November 2014 Festival of Marketing 16
  • 17. A+ 24 November 2014 Festival of Marketing 17
  • 18. When is it feasible…how far does the “stack” need to evolve? 24 November 2014 Festival of Marketing 18
  • 19. Top 20% Bottom 80% 24 November 2014 Festival of Marketing 19
  • 20. Very likely to automate Less likely to automate 24 November 2014 Festival of Marketing 20
  • 21. 4.5% average conversion 2.6% average conversion 24 November 2014 Festival of Marketing 21
  • 22. 26% more profitable 12% less market share 24 November 2014 Festival of Marketing 22
  • 23. Unified (cloud / tagged / BI) Independent 24 November 2014 Festival of Marketing 23
  • 24. Does it need to be real-time? 24 November 2014 Festival of Marketing 24
  • 25. Yes 24 November 2014 Festival of Marketing 25
  • 26. Where + when defines need 24 November 2014 Festival of Marketing 26
  • 27. Need defines the customer experience 24 November 2014 Festival of Marketing 27
  • 28. What about anonymous visitors? 24 November 2014 Festival of Marketing 28
  • 29. 41% can personalize to anonymous visitors…today 24 November 2014 Festival of Marketing 29
  • 30. Do we need third party data? 24 November 2014 Festival of Marketing 30
  • 31. Do you need third party data? 96% 24% 120% 100% 80% 60% 40% 20% 0% First-party data (i.e. data you own) Third-party data (i.e. data coming from partners and data providers) 24 November 2014 Festival of Marketing 31
  • 32. Do you need third party data? 53% 54% 50% 77% 74% 73% 70% 68% 68% 68% 62% 88% 0% 25% 50% 75% 100% Purchase history User preferences (explicit customer preferences, e.g. interests) Behavior on your web properties Browser history (including referrer, search term, ad viewed) Personal data (including name, gender, location) Social graph data 2012 2014 24 November 2014 Festival of Marketing 32
  • 33. Only two more slides. 24 November 2014 Festival of Marketing 33
  • 34. Internal Shared External 24 November 2014 Festival of Marketing 34
  • 35. Art Personalization Math 24 November 2014 Festival of Marketing 35
  • 36. Thank You! 24 November 2014 36 Stefan Tornquist VP, research US Econsultancy @marketingStefan

Editor's Notes

  1. Personalizing beyond the most basic level
  2. Personalization is fundamental to our strategy Source: Econsultancy, Quarterly Digital Briefing with Adobe, 2014
  3. Personalizing beyond the most basic level
  4. Personalizing beyond the most basic level
  5. Immediate ROI / Conversion rate lift
  6. Median figures AND slated toward success
  7. The larger question and one that’s still open…how does personalization affect retention? Should have a positive effect…but in theory there are ways it can c
  8. The larger question and one that’s still open…how does personalization affect retention? Should have a positive effect…but in theory there are ways it can c
  9. The larger question and one that’s still open…how does personalization affect retention? Should have a positive effect…but danger in going too far, especially with people you barely know…but that’s not the primary concern BIG problem might be the bubble, where a customer gets content or service that’s so personalized that their relationship with you. Targeting around a life-stage like early parenthood can be very effective, but you need to expand the relationship and be ready to make the leap to other stages/other kinds of relationship
  10. Personalizing beyond the most basic level
  11. Explicit – user driven
  12. Explicit – user driven – great and powerful – but can be too much of a good thing – be smart and judicious about giving control over things like frequency – once you give a specific # you had better stick to it.
  13. Structured…user driven and fits nicely into a database
  14. Personalizing beyond the most basic level
  15. But as time goes on we have less explicit/structured data and more implicit/unstructured data…so we have to be good at picking up cues, learning from them and reacting to them without being weird.
  16. Personalization based on what we know (as opposed to what they say) IMPLICIT…where/when/search terms/lead score/pages viewed and more advanced behaviors
  17. Personalizing beyond the most basic level
  18. Personalizing beyond the most basic level
  19. Personalizing beyond the most basic level
  20. Personalizing beyond the most basic level
  21. Personalizing beyond the most basic level
  22. Personalizing beyond the most basic level
  23. Personalizing beyond the most basic level
  24. Personalizing beyond the most basic level
  25. Personalizing beyond the most basic level
  26. Personalizing beyond the most basic level
  27. Personalizing beyond the most basic level
  28. BUT it’s not just tech sophistication…it’s about reading those implicit signals we were talking about
  29. Personalizing beyond the most basic level
  30. Usage doesn’t equate to usefulness. Third party data is often a necessity to fill out our databases…things like product recommendation engines look a lot simpler than they are…even Amazon gives weak recommendations…and it’s a lack of data to blame. Third party data is like third-party everything…it varies wildly and if it’s cheap, there’s always a reason.
  31. Usage doesn’t equate to usefulness. Third party data is often a necessity to fill out our databases…things like product recommendation engines look a lot simpler than they are…even Amazon gives weak recommendations…and it’s a lack of data to blame. Third party data is like third-party everything…it varies wildly and if it’s cheap, there’s always a reason.
  32. Personalizing beyond the most basic level
  33. Products and “shared spaces” – meaning apps and sites that are useful, not just marketing and CS. For example, it’s nice to be able to change mobile phone features on a website but we’d rather do it on the fly from the device. The device and its apps are a good example of shared space. An automobile is another example…where does marketing end and co-created experience begin
  34. What are we talking about… Human / Robot balance…emphasis on human strategy over minor tweaks…getting mired in what works…first. LOOK AT REPORT