This document discusses personalization in digital marketing. It defines personalization as using customer data to create more relevant experiences. The document outlines different levels of personalization from basic segmentation to highly individualized experiences. It advocates sharing customer data between different tools like analytics, advertising, testing and reporting to improve personalization. The document suggests focusing personalization on customer motivations rather than just attributes. It asks which type of personalization provides the most value to customers and highest return on investment.

1. Personalization from Ad to Conversion
Digital Growth UnleashedNovember 14, 2018

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3. “Businesses need to
evolve their definition
of personalization –
from tactical
segmentation, to
strategic
individualization.”
- Forrester

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BEST TECHNOLOGY

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6. 1. What is personalization?
2. Why do we use personalization?
3. How do we tell our boss/client that we use personalization?
4. How do we actually use personalization?
5. What are ways to advance our personalization tomorrow?
LET’S TAKE A STEP BACK

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Andrew Garberson
VP, Marketing Services
Twitter: @garberson
Linkedin.com/in/garberson
We create big-picture digital solutions that help leading
companies deliver transformational brand experiences by
ensuring the smooth flow of data, insights, and interactions
across the digital brand experience.

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Andrew Garberson
VP, Marketing Services
Twitter: @garberson
Linkedin.com/in/garberson
Not Analytics Engineer
Analytics Engineer
Kevin Haag

9. Survey: bit.ly/dig-growth

10. Twitter.com/garberson

11. What is personalization?

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WHAT IS PERSONALIZATION?
Using data to create more relevant and mutually-beneficial
experiences for our customers
Just so we are clear:
My definition, not Merriam Webster

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IN OTHER WORDS, NOT THIS

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PERSONALIZATION SPECTRUM
DynamicAudience

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Male
Mid-30s
Pittsburgh
Cycling
Dog Lover
PERSONALIZATION SPECTRUM
DynamicAudience
Andrew Garberson
194032993-399402

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PERSONALIZATION SPECTRUM
DynamicAudience

18. Which type of personalization has:
1. The most value to the prospective customer?
2. The highest return on investment?

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Michael
2019 Graduate
Teach for America wants the best and brightest:
• Top university
• High grade point average (GPA)
• Degree in science, technology, engineering, math
• Diverse or urban background that helps to connect
with students
3.7 GPA
Harvard University
Engineering

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26. Which type of personalization has:
1. The most value to the prospective customer?
2. The highest return on investment?

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Advertising Testing Reporting
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Analytics

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Ivy
Genius
STEM

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Advertising
Testing
Reporting
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Analytics

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Advertising
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Analytics

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Testing
SHARE PERSONALIZATION DATA BETWEEN TOOLS
Analytics

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Advertising
Testing
SHARE PERSONALIZATION DATA BETWEEN TOOLS

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Reporting
SHARE PERSONALIZATION DATA BETWEEN TOOLS

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SHARE PERSONALIZATION DATA BETWEEN TOOLS
Analytics

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SHARE PERSONALIZATION DATA BETWEEN TOOLS
Advertising

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SHARE PERSONALIZATION DATA BETWEEN TOOLS
Testing

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SHARE PERSONALIZATION DATA BETWEEN TOOLS
Testing

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SHARE PERSONALIZATION DATA BETWEEN TOOLS
Reporting

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Advertising
Testing
Reporting
ALL WITH FREE / AFFORDABLE TOOLS
Analytics

43. Keeping in mind the customer

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John
Male
Jane
Female
David
Wizard
INSTEAD OF FOCUSING ON THEIR QUALITIES…

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Aspiring Wizard Dedicated Teacher Lifelong Learner
PERSONALIZE FOR THEIR MOTIVATIONS

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PERSONALIZATION SPECTRUM
DynamicAudience

49. Which type of personalization has:
1. The most value to the prospective customer?
2. The highest return on investment?

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Michael
2019 Graduate
Teach for America wants the best and brightest:
• Top university
• High grade point average (GPA)
• Degree in science, technology, engineering, math
• Diverse or urban background that helps to connect
with students
3.7 GPA
Harvard University
Engineering

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53. Questions & Discussion
Andrew Garberson
Vice President, Marketing Services
Email: andrew.garberson@bounteous.com