This document discusses the stages of digital personalization that companies can progress through to improve their marketing performance. It begins by outlining how consumers have embraced digital devices and now expect personalized experiences across channels. While demand for personalization is high, many brands are not delivering on it effectively. The document then introduces a four-stage model for personalization: Stage 1 involves basic broadcast campaigns; Stage 2 adds some behavioral or profile targeting and basic dynamic content; Stage 3 leverages more advanced behavioral/profile targeting and A/B testing; and Stage 4 utilizes workflows and the most sophisticated personalization techniques. Analysis shows most companies are in Stages 1-2. It argues that moving from Stage 1 to Stage 2 requires only

1. Stages of Digital Personalization
Aisha Amjad
Customer Success Team Lead

2. Welcome!

3. It’s Official - The World is Digital!
● 77% own a Smartphone
(89% 30-49 yrs. old)*
● 69% use Social Media
(78% 30-49 yrs. old)*
● 76% have a Netflix account
● 29% decline in Magazine /
Newspapers mailed since ‘12
● 67% have Traditional Cable TV
* Pew Research Center, 2018 Mobile and Social Fact Sheets
Our Market

4. We Live on our Digital Devices
Our Market
* CMO.com - Consumer Demand For Personalized Content Reaches All-Time High 2/8/2018

5. Mobile Apps Are How We Consume Digital
Our Market
53%
71%
* Comscore: The State of Global Digital 2018
20%
80%

6. And There’s No Sign of Slowing Down
5.6% 54.3% 946%
WW Population Growth Smartphone User Growth Smartphone Traffic Growth
2015 - 2020
Our Market

7. An Unmet Need for Personalization
A Gap in Our Market
61%Achieve a superior
customer experience
22%Satisfied with levels of
personalization
33%of Brands are confident
they have the right tools
77%Choose, recommend
and pay more
When Consumers
Receive Personalized
Marketing... But Only...

8. The Inhibitors to Optimized Personalization
A Gap in Our Market
Real-Time Marketing
Expectations
An Overabundance of
Engagement Options
The Data Explosion
● An Explosion of Channels
● Unbounded Engagement Windows
63%Say they get annoyed
when online ads are
poorly timed e.g., served
for anything they just
purchased
Source: “The Psychology of Waiting: The Business Impact of Diminishing Consumer
Patience,” by VoltDB and Vanson Bourne

9. Summary
The digital experience is getting personal,
and brands must deliver
1. Consumers have many different ways to interact with brands
today - consider the risks and then do more.
2. They demand personalization in every interaction, and if they
don’t get it they will go elsewhere.
3. Personalization is hard, especially when brands are operating
customer experiences in silos. It’s doable now until technology
consolidation happens faster.
4. To succeed, brands must add meaningfulness in every single
customer interaction, whether on mobile, in store, on the web, etc.
5. There is no time to waste. Recognize that hard things are hard,
and take the first step.

10. INTRODUCING
The Stages of Personalization
A data-driven approach to enhancing your
marketing performance

11. 57% of customers are okay sharing personal data to
get that personalized experience
Source: Salesforce, State of the Connected Customer

12. Only 22% of customers are satisfied with the level
of personalization brands are delivering
Source: Segment, 2017 State of Personalization Report

13. Which message would you prefer to receive?
We’ve got specials on products all across the
store – this week only!
1 STOP SHOP now
Lily, guess what? We’ve got great deals on
Marc Jacobs handbags – this week only!
1 STOP SHOP now

14. Question: How much better do you think highly
personalized messages are?
Not Personalized* Highly Personalized**
Sessions Within 7 Days 1.99 sessions
Open Rate 2.72%
Click-Through Conversion Rate 0.44%
Conversion Rate 2.85%
28-Day Retention Rate 47%
* Not Personalized = Push notifications without liquid templating that were sent to a broadcast Audience
** Highly Personalized = Push notifications with liquid that were sent to an Audience with Behavioral and Profile criteria

15. The impact of personalization is amazing
Not Personalized* Highly Personalized**
Sessions Within 7 Days 1.99 sessions 9.33 sessions ↑4.7x
Open Rate 2.72% 7.49% ↑2.8x
Click-Through Conversion Rate 0.44% 1.79% ↑4.1x
Conversion Rate 2.85% 6.49% ↑2.3x
28-Day Retention Rate 47% 68% ↑1.4x
* Not Personalized = Push notifications without liquid templating that were sent to a broadcast Audience
** Highly Personalized = Push notifications with liquid that were sent to an Audience with Behavioral and Profile criteria

16. PRIVATE & CONFIDENTIAL
What makes a message personalized?
How many people think it’s about the Audience you target?
How many people think it’s about message content?
How many people think it’s about when/where you send the
message?

17. PRIVATE & CONFIDENTIAL
The Personalization Formula
Audience + Message + Timing = Personalized Experience

18. PRIVATE & CONFIDENTIAL
The Personalization Formula
• Behavioral Targeting
• Profile Targeting
• Behavioral + Profile Targeting
Audience + Message + Timing = Personalized Experience

19. PRIVATE & CONFIDENTIAL
The Personalization Formula
• Dynamic Content
• Channel
• A/B/n Testing
Audience + Message + Timing = Personalized Experience

20. PRIVATE & CONFIDENTIAL
The Personalization Formula
• Send by Timezone
• Triggered Messages
• Places
• Workflows
Audience + Message + Timing = Personalized Experience

21. Considering how effective personalization is, we
wondered, “Are Localytics customers making the
most personalized messages possible?”

22. What We Discovered
• Broadcast campaigns • Behavioral-only or
Profile-only targeting
• A/B Testing
• Profile-only targeting
with dynamic content
OR Behavioral +
Profile Targeting
• A/B Testing
• Mostly Behavioral +
Profile Targeting
• Workflows
• A/B Testing
• Dynamic Content
Low Personalization High Personalization
Stage 1 Stage 2 Stage 3 Stage 4
The Stages of Personalization

23. How Many of You Think Your Apps are in Stage 1?
• Broadcast campaigns • Behavioral-only or
Profile-only targeting
• A/B Testing
• Profile-only targeting
with dynamic content
OR Behavioral +
Profile Targeting
• A/B Testing
• Mostly Behavioral +
Profile Targeting
• Workflows
• A/B Testing
• Dynamic Content
Stage 1 Stage 2 Stage 3 Stage 4

24. Stage 2?
• Broadcast campaigns • Behavioral-only or
Profile-only targeting
• A/B Testing
• Profile-only targeting
with dynamic content
OR Behavioral +
Profile Targeting
• A/B Testing
• Mostly Behavioral +
Profile Targeting
• Workflows
• A/B Testing
• Dynamic Content
Stage 1 Stage 2 Stage 3 Stage 4

25. Stage 3?
• Broadcast campaigns • Behavioral-only or
Profile-only targeting
• A/B Testing
• Profile-only targeting
with dynamic content
OR Behavioral +
Profile Targeting
• A/B Testing
• Mostly Behavioral +
Profile Targeting
• Workflows
• A/B Testing
• Dynamic Content
Stage 1 Stage 2 Stage 3 Stage 4

26. Where Are Our Customers?
Low Personalization High Personalization
Stage 1 Stage 2 Stage 3 Stage 4
12% of Apps
16% of Orgs
49% of Apps
47% of Orgs
38% of Apps
37% of Orgs
0% of Apps
0% of Orgs

27. More Personalization = Better Performance
Low Personalization High Personalization
Stage 1 Stage 2 Stage 3 Stage 4
Sessions: ↑51%
Open Rate: ↑6%
CTC Rate: 0%
Conversion Rate: ↑48%
Sessions: ↑162%
Open Rate: ↑43%
CTC Rate: ↑68%
Conversion Rate: ↑31%
Stay Tuned!

28. 1. Create Audiences to target campaigns moving forward
○ Building an Audience takes five minutes
○ They can be saved and reused
○ They are automatically updated multiple times a day
2. Leverage A/B testing to improve your messaging
○ Any message in Localytics can include an A/B test
○ Setup takes five to ten minutes
3. Validate results with test campaigns, then roll out targeting
to more campaigns over time
How do you move from Stage 1 to Stage 2?

29. It’s Worth It
Stage 1 Stage 2
Sessions: ↑51%
Open Rate: ↑6%
CTC Rate: 0%
Conversion Rate: ↑48%
Build 6 Audiences (5 min. each): 30 minutes
+ Build 3 A/B Tests (10 min. each): 30 minutes
60 minutes
60 minutes of work that leads to an average
50% lift in sessions & conversions
• Remember, we’ll be there to guide you
every step of the way
• We can also help if you don’t have the
capacity to undertake this work alone.

30. Questions?