With the digitization of everything and the growth of liquid expectations, companies now have the daunting task as well as the opportunity to help their customers fulfill their wildest intents. In this presentation discover how Accenture Interactive will discuss how personalization is revolutionizing marketing strategies. The Key Takeaways: - Major digital marketing trends where personalization is proving disruptive - Accenture Interactive’s POV on personalization and practical frameworks you can apply - What’s next including how the customer genome will change customer relationships

1. How Personalization is
Revolutionizing Marketing
Strategies
The New State of
Personalization
March 23, 2017

2. Nate Wright
Director, Product Marketing
Optimizely
Scott Tieman
Managing Director of Personalization
Accenture Interactive

3. Housekeeping
• We are recording this webinar
• You’ll receive the recording and slides
• Use the question box to ask questions
during the presentation
• We’ll answer all questions at the end

4. Agenda
1. The New State of Personalization
2. Customer challenge and
Optimizely solution overview
3. Questions and Answers

5. 75%
Customers have higher
than ever expectations.
SOURCE: Accenture Personalization Pulse Check, 2016
of consumers are more likely to buy from a retailer that
recognizes them by name, recommends options
based on past purchases, or knows their purchase
history

6. The New State of
Personalization
• How Personalization is
Revolutionizing Marketing
Strategies

7. THE NEW STATE OF
PERSONALIZATION

8. BIG TREND IN MARKETING #1
THE HUMAN EXPERIENCE
8

9. TOO MUCH
CHOICE
From 50,000 products in
50,000 sq. ft. stores to
millions of products on a 4”
screen
How do I know I’m
choosing the best product?
Could I get a better deal
elsewhere?
Choice can be paralyzing…
NOT ENOUGH
TIME
Ultra-competitive workplace,
overscheduled families,
always connected…
TOO MUCH
CONTENT
Solicitations, offers,
promotions, social streams…
Product sites, third-party research,
news, reviews, ratings, blogs…

10. B2ME
10

11. BIG TREND IN MARKETING #2
PRODUCT OR SERVICE?
11

12. EXPERIENCE
12

13. EMOTION
13

14. EXPECTATIONS ARE NO LONGER LIMITED
TO BEST-IN-CLASS FOR YOUR INDUSTRY
DIRECT
COMPETITORS
EXPERIENTIAL
COMPETITORS
PERCEPTUAL
INFLUENCERS
Change customer’s
expectations
Set expectations
across industries
Compete directly
with you
DIRECT CATEGORY
COMPETITORS

15. BIG TREND IN MARKETING #3
LINEAR OR CIRCULAR
FUNNEL?
15

16. PERSONALIZED
JOURNEYS
16

17. The goal of personalization is not
about cross or up selling. Nor is it
about the right product in the right
place at the right time.
The goal of Personalization is to use
data to make it easier for customers
to find & consume what they want,
how and when they want.

18. 4 R’s of Personalization
RECOGNIZE REMEMBER RECOMMEND RELEVANCE

19. ORCHESTRATE
OPERATIONALIZE
ORGANIZE
THREE PRIMARY CHALLENGES TO SCALE
TALENT & CULTURE NEEDED TO
TEACH SYSTEMS TO BE
PERSONAL
TECHNOLOGIES & DATA TO
CREATE A SEAMLESS
PERSONALIZED EXPERIENCE
PROCESSES & GOVERNANCE
TO EMBED PERSONALIZATION
ACROSS ALL EXPERIENCES

20. WHATS NEXT?

21. FEATURES
• Lavender and Vanilla aroma
• Helps lull baby to sleep
• Tear-free
• Cleans hair and skin
• No phthalates, parabens,
petrolatum, or SLS
• Pediatrician-tested and
hypo-allergenic
• Safe, effective and natural
INGREDIENTS
Aqua (water, eau),
caprylyl/capryl glucoside,
sodium lauroyl glutamate,
disodium cocoyl glutamate,
oryza sativa (rice) extract,
sodium cocoyl hydrolyzed
soy protein, origanum
vulgare leaf oil
MERCHANDISING
• Size: 12oz
• Price: $9
• Package: no pump
• Category: Health & Beauty
• Sub-Catg: Children Shampoo
• Shelf Position: top
• Display: no
RATINGS & REVIEWS
• Ratings: 5.0 stars
• Review Cnt: 9
• Review Tokens: babysitting,
fussy, love this product,
grandmother
• Reviewer Avg Age: 45
• Percent Incentivized: 0%
• Sensitive Skin: 50%
BRAND
• Name: Burts Bees
• Klout Score:50.7
• Green Score: 8.9
• Manf Location: USA
ORGANIC BRAND CRUELTY FREE
LAVENDER HYPOALLERGENIC ALOE
DNA & LIVING PROFILE OF THE GENOME

22. USE MY DATA TO
SERVE ME
3 CONSIDERATIONS
FOR EFFECTIVE USE
OF PERSONAL DATA
BE TRANSPARTENT
WITH MY DATA
GIVE ME CONTROL OF
MY DATA
70%
75%
68%
Say yes
Say yes
Say yes

23. WHAT All THIS MEANS FOR
Your Customers Your Corporation

24. ACCENTURE
INTERACTIVE
AGENCY* OF ACCENTURE DIGITAL
WE ARE

25. Optimizely X Personalization: Deliver High-
Performing Personalized Experiences
Target content and experiences
based on customer behavior and
1st and 3rd party data
Experiment with personalization
strategies and see what works
Power personalization with a
single view of the customer

26. Optimizely X: Operationalize Experimentation Across
the Organization
Enable Rapid Experimentation
by Everyone
Experiment Everywhere on Any
Channel and Device
Deliver High-Performing Personalized
Experiences
Optimize Anything that
Matters to your Business

27. Key Takeaways
1) Customers now expect
personalized experiences wherever
they interact with your brand.
2) Personalization means using data
to deliver your customers what they
want, how and when they want it.
3) With Optimizely X, you can deliver
personalized experiences and
iterate through experimentation.

28. Questions?

29. Thank you!