Defines the imperative reasons for thinking seriously about building personalization into digital marketing, and provides a diagram of a digital analytics systems 'stack' to drive such personalization.

1. THE PERSONALIZATION
IMPERATIVE
Digital Analytics For
Intelligence & Optimization
Scot Wheeler
President

2. Digital content
is branching off
into limitless,
medium-
agnostic,
personal
streams

3. In response, digital
channels are transforming
around content, with TV
quality video on tablets
and mobile phones, web
browsing on tablets,
social media networks on
mobile phones, etc…
CHANNEL
ALCHEMY

4. But Digital
Marketing teams
still dam the flow
of insight with
too many
organizational
silos.

5. This is harmful, because
businesses that create
the most cohesive and
relevant consumer brand
experience across
multiple digital touch-
points will have a distinct
advantage with digital
consumers.
THE
PERSONALIZATION
IMPERATIVE

6. .To meet digital users’
personalization and
consistency expectations,
organizations must:
1. Know who they’re
connecting with,
2. Give them what’s most
relevant to them at that
moment,
3. Consistently, and
regardless of channel.

7. Achieving all three of
these objectives
requires strategic
planning, experience
design and
technological delivery...
…all driven by user-
specific data and
analytics.

8. Personalization
DELIVERS
Increased engagement,
conversion, retention and
referral through optimized
and personalized user
experience.
More valuable on-site
display delivery.
Improved efficiency and
effectiveness of paid and
social media engagement.

9. The Personalization “Stack”

10. THANK YOU
@scotwheeler