My presentation from The Festival of Marketing in London, Q4 2014. Looks at the results of digital personalization, the current state of the art and the powerful argument connecting personalized content with future growth.
Online Personalization That Actually WorksCara Harshman
My slide deck from the talk I delivered at MozCon 2015. Personalizing your online marketing may be a daunting idea right now, but after Cara breaks it down, you’ll realize why embracing it early will be transformative, highly lucrative, addicting, and not creepy. Learn a framework for personalization, ideas for e-commerce, media, and B2B business, and criteria for how to prioritize personalization ideas.
Opticon 2015-The 21st Century Marketing Stack & TeamOptimizely
Featuring speakers from 99Designs, Demandbase, Hipmunk, Optimizely
Pam Webber, CMO, 99Designs
Philip Hollrah, VP, Product Marketing, Demandbase
Roxy Young, VP Marketing, Hipmunk
Jessie Becker, CMO, Optimizely
Looking through the executive lens, we will discuss the 21st century marketing landscape, and how marketing leaders evaluate their tool stack and team. What are the most important pieces to have in place? Which teams are indispensable and what data needs to be collected? How does experience optimization fit into your digital marketing landscape, and what does the future hold?
Content Marketing Personalization: Build Relationships At ScaleMichael Brenner
Check out the blog version here: http://www.b2bmarketinginsider.com/content-marketing/content-marketing-personalization -
I know you’re wondering “what the heck is content marketing personalization?” I promise I will get to that. But first, I want to tell you a brief story I am pretty certain you can relate to.
I went to the doctor a few weeks back. He asked what line of work I was in. I told him I was in marketing. He said, “that’s like sales, right?” I told him “no.” That’s not what I do.
After a pause, he said emphatically, “oh you help make those ads on TV that I hate.” I told him “no” again. I laughed a little. But then I struggled to explain to him exactly what it is that we do in marketing.
I believe that we help businesses build relationships with new customers. We join the conversations around our topic that are already happening. Marketing is about conversations and building relationships.
But I struggled to explain that to my doctor. Ask most people what marketing is, and they will tell you it is an ad. Or a billboard. Or the color of your logo.
Marketing Today Is Broken
Marketing cannot continue to be about ads. Ads we tune out. Ads we hate.
Marketing Starts With Answering Why
Marketing Must Focus On Customer Value
"Customers" Means Real People
The Metrics We Use Today Barely Scratch The Surface
Deliver the right message to the right person at the right time? You would be a content marketing rockstar!!!
Top findings in a 2015 research project into global marketing management, customer engagement and customer experience. Based on survey of large ($1B+) companies that manage marketing in at least two languages, with an average over 5.
The study was conducted by Econsultancy in partnership with Lionbridge.
Rand's opening to Mozcon 2015 in Seattle, WA with a discussion of the current state of the web marketing/SEO industry and some reflections on what our future might be.
This Lippman Connects presentation by Sam Lippman is a compilation of trends for the trade show industry gathered through surveys in 2014 of convention professionals. Highlights include attendee marketing average spend, co-location statistics, best ROI on attendee marketing tactics, effectiveness of match-making programs, exhibit hall revenue statistics and what's working in sponsorships.
Tag Management Solutions - Best Data Ever (Marketing Festival 2014)Simo Ahava
Tag Management Solutions can really change things for your organization. Their biggest asset is the fact that they'll help you turn your processes around. In this talk I gave at Marketing Festival (CZ) 2014, I go over six of the most commonly asked questions around TMSs, and I explain the ways you can use the answers to improve the way your organization collects and uses data.
Online Personalization That Actually WorksCara Harshman
My slide deck from the talk I delivered at MozCon 2015. Personalizing your online marketing may be a daunting idea right now, but after Cara breaks it down, you’ll realize why embracing it early will be transformative, highly lucrative, addicting, and not creepy. Learn a framework for personalization, ideas for e-commerce, media, and B2B business, and criteria for how to prioritize personalization ideas.
Opticon 2015-The 21st Century Marketing Stack & TeamOptimizely
Featuring speakers from 99Designs, Demandbase, Hipmunk, Optimizely
Pam Webber, CMO, 99Designs
Philip Hollrah, VP, Product Marketing, Demandbase
Roxy Young, VP Marketing, Hipmunk
Jessie Becker, CMO, Optimizely
Looking through the executive lens, we will discuss the 21st century marketing landscape, and how marketing leaders evaluate their tool stack and team. What are the most important pieces to have in place? Which teams are indispensable and what data needs to be collected? How does experience optimization fit into your digital marketing landscape, and what does the future hold?
Content Marketing Personalization: Build Relationships At ScaleMichael Brenner
Check out the blog version here: http://www.b2bmarketinginsider.com/content-marketing/content-marketing-personalization -
I know you’re wondering “what the heck is content marketing personalization?” I promise I will get to that. But first, I want to tell you a brief story I am pretty certain you can relate to.
I went to the doctor a few weeks back. He asked what line of work I was in. I told him I was in marketing. He said, “that’s like sales, right?” I told him “no.” That’s not what I do.
After a pause, he said emphatically, “oh you help make those ads on TV that I hate.” I told him “no” again. I laughed a little. But then I struggled to explain to him exactly what it is that we do in marketing.
I believe that we help businesses build relationships with new customers. We join the conversations around our topic that are already happening. Marketing is about conversations and building relationships.
But I struggled to explain that to my doctor. Ask most people what marketing is, and they will tell you it is an ad. Or a billboard. Or the color of your logo.
Marketing Today Is Broken
Marketing cannot continue to be about ads. Ads we tune out. Ads we hate.
Marketing Starts With Answering Why
Marketing Must Focus On Customer Value
"Customers" Means Real People
The Metrics We Use Today Barely Scratch The Surface
Deliver the right message to the right person at the right time? You would be a content marketing rockstar!!!
Top findings in a 2015 research project into global marketing management, customer engagement and customer experience. Based on survey of large ($1B+) companies that manage marketing in at least two languages, with an average over 5.
The study was conducted by Econsultancy in partnership with Lionbridge.
Rand's opening to Mozcon 2015 in Seattle, WA with a discussion of the current state of the web marketing/SEO industry and some reflections on what our future might be.
This Lippman Connects presentation by Sam Lippman is a compilation of trends for the trade show industry gathered through surveys in 2014 of convention professionals. Highlights include attendee marketing average spend, co-location statistics, best ROI on attendee marketing tactics, effectiveness of match-making programs, exhibit hall revenue statistics and what's working in sponsorships.
Tag Management Solutions - Best Data Ever (Marketing Festival 2014)Simo Ahava
Tag Management Solutions can really change things for your organization. Their biggest asset is the fact that they'll help you turn your processes around. In this talk I gave at Marketing Festival (CZ) 2014, I go over six of the most commonly asked questions around TMSs, and I explain the ways you can use the answers to improve the way your organization collects and uses data.
From a recent talk about how the nature of the sales and marketing partnership has evolved at leading organizations.
What's the value in an expanded role for marketing that includes customer experience, strategy and product input?
5 Ways to Winning Customers on Social Media (ASME Digital Marketing Seminar 3...Han-Leon Chia
On social media, a winning strategy is not just where the business makes customers happy, but also where customers make more customers happy. In this talk, find out different approaches you can take on customer satisfaction and retention to optimize your social media engagement.
The Donor Journey: A Step-by-Step Guide to Lifecycle Marketing for your Nonpr...hjc
Join hjc and Oracle where we'll explain the importance of integrating a multi-channel presence to build stronger and long lasting relationships. You will walk away with:
hands on examples of everything from customer experience to personalizing donor journeys
a fool proof system for uncovering, cultivating, and soliciting existing and new donors
how to implement a multi-channel presence
best practices on the do's and donts' of creating a good supporter survey
how to measure success of breakthrough fundraising results
Heather McLean, Senior Fundraising Advisor of hjc, and Brian Walsh, CX Architect North American Applications of Oracle, will show you how your organization can tap into your donor base and build deeper relationships through a multi-channel presence. Using the latest data and riveting case studies, you’ll learn how to maximize your organization’s fundraising potential.
Digital Identity: How Marketing is Failing at its Top Priority (Customer Reco...Stefan Tornquist
Slides from a webinar presented with Epsilon / Conversant on a recent Econsultancy study of marketing capability in user identification and personalization.
Event Chatter: How to Engage Your Audience Before, During & After Your EventEventbrite
With such a wide range of discussions happening online, it can be hard to figure out how to build a social media strategy that engages your audience and builds awareness of your event before, during and after the event. Eventbrite decided to tackle this problem for event organizers by partnering with social media analytics agency Mashwork to study how and when people talk about different types of events.
By analyzing over 25 million online conversations that took place over the span of a year, we discovered the type of content that event-goers are most inclined to share and when they share it. As a result, we found some surprising trends and some concrete takeaways for event organizers’ social media strategies.
In this webinar, you will learn:
What people are talking about online before, during and after events of all types
How events across all types compare to one another and what you can learn from each
How to better engage your audience before the event to increase awareness and ticket sales
How to better engage your attendees during the event to enhance the experience
How to keep the conversation going after the event to better engage press and amplify positive feedback
1605 online marketing and technology data pointsGed Carroll
A collection of slides that I have built from desk research data and original data during the different projects that I have been doing. I have bundled them together in case they are useful for someone else.
What are the new technology trends that will impact Black Friday? This Balboa Capital infographic shows you. Learn how new and evolving technologies are driving almost every step of the Black Friday shopping experience in brick-and-mortar stores. This Black Friday infographic also features historical shopping data for the busiest shopping day of the year.
The Future of Retail: 2 Ways to Activate and Localize Marketing this Holiday ...GODigitalMarketing
Learn first-hand from the retail executives and marketers on the leading edge of omnichannel marketing. Get valuable tips and best practices your brand can utilize this holiday season, including:
• Actionable, turn-key steps to activate & scale local marketing – whether it’s winning a key weekend or reacting to a competitors aggressive pricing
• How to connect programmatic buying with programmatic content to drive maximum brand exposure, consumer engagement and cross-channel sales
• Case study examples of how retailers are extending traditional assets & deploying this content at scale through digital, mobile & video to drive local in-store purchases.
Something BIG and DIGITAL is coming to Amsterdam in November 2014: Amsterdam ...Emerce
One week fully packed with interesting events, workshops, walk-ins, dinners, parties and gettogethers on digital business, marketing and technology. For example the e-Gaming event, the Facebook Conference, the Silicon Valley meets Amsterdam event, e-Retail Europe, e-Day and e-Night
- The Facebook Conference [5 November] www.thefacebookconference.nl
- eRetail Europe [5 November] www.eretaileurope.com
- eDay conference [6 November] www.emerceeday.com
- eNight party [6 November] www.enight.nl
a collection of datapoints that I had to pull together. More on the numbers here http://renaissancechambara.jp/2016/04/01/online-advertising-and-technology-data-points/ You can find the latest information that I share on renaissancechambara.jp
Healthcare and Digital Transformation - Lessons from the ResearchStefan Tornquist
A 30 minute talk based on survey research conducted in Q4 of 2015 w/Ogilvy CommonHealth on how digital trends are affecting healthcare and healthcare marketing.
This deck takes viewers through the findings of our primary research into the impact of first-party data. We examine what's working for successful data marketers, discuss challenges and offer advice on moving forward.
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From a recent talk about how the nature of the sales and marketing partnership has evolved at leading organizations.
What's the value in an expanded role for marketing that includes customer experience, strategy and product input?
5 Ways to Winning Customers on Social Media (ASME Digital Marketing Seminar 3...Han-Leon Chia
On social media, a winning strategy is not just where the business makes customers happy, but also where customers make more customers happy. In this talk, find out different approaches you can take on customer satisfaction and retention to optimize your social media engagement.
The Donor Journey: A Step-by-Step Guide to Lifecycle Marketing for your Nonpr...hjc
Join hjc and Oracle where we'll explain the importance of integrating a multi-channel presence to build stronger and long lasting relationships. You will walk away with:
hands on examples of everything from customer experience to personalizing donor journeys
a fool proof system for uncovering, cultivating, and soliciting existing and new donors
how to implement a multi-channel presence
best practices on the do's and donts' of creating a good supporter survey
how to measure success of breakthrough fundraising results
Heather McLean, Senior Fundraising Advisor of hjc, and Brian Walsh, CX Architect North American Applications of Oracle, will show you how your organization can tap into your donor base and build deeper relationships through a multi-channel presence. Using the latest data and riveting case studies, you’ll learn how to maximize your organization’s fundraising potential.
Digital Identity: How Marketing is Failing at its Top Priority (Customer Reco...Stefan Tornquist
Slides from a webinar presented with Epsilon / Conversant on a recent Econsultancy study of marketing capability in user identification and personalization.
Event Chatter: How to Engage Your Audience Before, During & After Your EventEventbrite
With such a wide range of discussions happening online, it can be hard to figure out how to build a social media strategy that engages your audience and builds awareness of your event before, during and after the event. Eventbrite decided to tackle this problem for event organizers by partnering with social media analytics agency Mashwork to study how and when people talk about different types of events.
By analyzing over 25 million online conversations that took place over the span of a year, we discovered the type of content that event-goers are most inclined to share and when they share it. As a result, we found some surprising trends and some concrete takeaways for event organizers’ social media strategies.
In this webinar, you will learn:
What people are talking about online before, during and after events of all types
How events across all types compare to one another and what you can learn from each
How to better engage your audience before the event to increase awareness and ticket sales
How to better engage your attendees during the event to enhance the experience
How to keep the conversation going after the event to better engage press and amplify positive feedback
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A collection of slides that I have built from desk research data and original data during the different projects that I have been doing. I have bundled them together in case they are useful for someone else.
What are the new technology trends that will impact Black Friday? This Balboa Capital infographic shows you. Learn how new and evolving technologies are driving almost every step of the Black Friday shopping experience in brick-and-mortar stores. This Black Friday infographic also features historical shopping data for the busiest shopping day of the year.
The Future of Retail: 2 Ways to Activate and Localize Marketing this Holiday ...GODigitalMarketing
Learn first-hand from the retail executives and marketers on the leading edge of omnichannel marketing. Get valuable tips and best practices your brand can utilize this holiday season, including:
• Actionable, turn-key steps to activate & scale local marketing – whether it’s winning a key weekend or reacting to a competitors aggressive pricing
• How to connect programmatic buying with programmatic content to drive maximum brand exposure, consumer engagement and cross-channel sales
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- The Facebook Conference [5 November] www.thefacebookconference.nl
- eRetail Europe [5 November] www.eretaileurope.com
- eDay conference [6 November] www.emerceeday.com
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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
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
36. Thank You!
24 November 2014
36
Stefan Tornquist
VP, research US
Econsultancy
@marketingStefan
Editor's Notes
Personalizing beyond the most basic level
Personalization is fundamental to our strategy
Source: Econsultancy, Quarterly Digital Briefing with Adobe, 2014
Personalizing beyond the most basic level
Personalizing beyond the most basic level
Immediate ROI / Conversion rate lift
Median figures AND slated toward success
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
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
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
Personalizing beyond the most basic level
Explicit – user driven
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.
Structured…user driven and fits nicely into a database
Personalizing beyond the most basic level
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.
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
Personalizing beyond the most basic level
Personalizing beyond the most basic level
Personalizing beyond the most basic level
Personalizing beyond the most basic level
Personalizing beyond the most basic level
Personalizing beyond the most basic level
Personalizing beyond the most basic level
Personalizing beyond the most basic level
Personalizing beyond the most basic level
Personalizing beyond the most basic level
Personalizing beyond the most basic level
BUT it’s not just tech sophistication…it’s about reading those implicit signals we were talking about
Personalizing beyond the most basic level
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.
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.
Personalizing beyond the most basic level
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
What are we talking about…
Human / Robot balance…emphasis on human strategy over minor tweaks…getting mired in what works…first. LOOK AT REPORT