The document outlines a 5-step roadmap for creating a smart personalization strategy aimed at improving marketing effectiveness. It highlights the difficulties marketers faced in 2018, including a lack of awareness and resources for personalizing strategies, and emphasizes the importance of defining personalization and engaging segmented users. Key recommendations include using data for customer segmentation, prioritizing personalization as a strategy, and employing both deductive and inductive research methods for message customization.

1. 01
A 5-STEP
ROADMAP
Build The Smart Personalization Strategy

2. "CREATE A STRATEGY
TO BREAK OLD
MARKETING PATTERNS."
Personalization

3. IT HELPS MARKETERS
03
ATTAIN BETTER
CONVERSION
RATES

4. 04
MARKETERS
IN 2018
In 2018, marketers were relatively
unsuccessful and unsatisfied with
the strategies they acquired and
the results they achieved with it.

5. 05
ENGAGE YOUR
SEGMENTED
USERS WITH A
SIMPLE MESSAGE
Seetheloopholesandwhattodofurther
tocreateasmartpersonalizationstrategy.

6. 06
The marketers were
not aware of what they
were trying to solve.
They did not test and
created a hypothesis of
their personalized ideas.
There were not enough
resources to support &
sustain the personalized
target segments.
LOOPHOLES THE
MARKETERS
FACE

7. 07
CHALLENGES OF
MARKETING STRATEGY
How to get started
Website review
Internal resources
Budget and ROI

8. HOW
SEGMENTATION
IS THE
FOUNDATION
Engaging
Sticky
Customizable
Optimizable

9. PERSONALIZATION STRATEGY- ROADMAP
Define
personalization
Create
personalized
insights
A self-selected
personalization
Personalization
prioritization

10. 01
02
TYPES OF
PERSONALIZATION
Implicit:
Explicit:
The explicit factors are the
geographical location and
other useful info.
This type of
personalization is usually
based on visitor behavior.

11. 11
Making personalization your
priority must be a choice and not
an option. Sometimes you can still
fail if you have enough resources
and advanced tools.
Personalization prioritization
MAKEITPRIOR

12. 01
02
03
04
MAKE
RIGHT
STRATEGY
See if you have enough data
about the customers.
Create a segment of users
first before moving onto
personalization.
Evaluate if you have an
experimentation team .
Take a look at the resources
you have to maintain the
segments.

13. 13
GET IDEAS FOR
CUSTOMIZED
MESSAGES
Deductive research
Deductive personalization
begins when you assume
how your customers will
react to personalized
messages based on
existing theories.
Inductive research
A great way to get
insights is AB testing,
which you might already
be practicing optimizing
your site.

14. LET'S WORK
TOGETHER
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