The document outlines a webinar presented by Chris Neumann and Sean Condren on the topic of personalization in digital marketing. It covers definitions, strategies, and successful use cases across various sectors such as media, e-commerce, B2B, and SaaS, highlighting the importance of behavioral targeting and creative engagement. Key takeaways emphasize the need for testing, a dedicated team, and continual adaptation to enhance personalization efforts.

1. The Personalization
Playbook
Presenters
Chris Neumann, Founder & CEO, CROmetrics
Sean Condren, Strategic Partnerships, Optimizely

2. Today’s Speakers
Chris Neumann
Founder & CEO
CROmetrics
Sean Condren
Strategic Partnerships
Optimizely

3. Housekeeping
• Presentation is being recording
• Slides will be available after the webinar is complete
• There will be time to submit questions at the end of
the presentation

4. Agenda
• Overview
• CROmetrics Personalization Approach
• Secrets of successful real world experiments
• How to elevate your program for a competitive
advantage
• Q&A

5. What is personalization?
• Ongoing dynamic site content versus a
temporary site change done for testing
• Giving a different experience to different
types of visitors

6. Personalization is the Natural
Extension of Testing
Key reasons to implement personalization
• Behavioral targeting
• Different experience based on inbound traffic source
• Different experience to different types
of visitors

7. Secrets of successful real world
experiments
Campaigns CROmetrics has seen win for our
customers

8. Media Examples

9. Media personalization uses
• Increasing time on site and page views
• Whitelisting ad blockers
• Behavioral targeting

10. Media suggested campaigns

11. Media suggested campaigns

12. Media suggested campaigns
• Increasing time on site and pageviews
• Modals
• Traffic sources
• Behavioral targeting

13. E-Commerce Examples

14. E-commerce personalization uses
• Specific traffic sources
• Full page modals
• Third party data sources
• Recommendations

18. E-commerce other suggested campaigns
• Exit intent modals
• Email capture or discount modals based on
on-site behavior
• Feature types of merchandise based on
geographic area
• Adjust home page based on weather
• Recommendations based on
browsing behavior

19. B2B Examples

20. B2B/LeadGen personalization uses
• Account-based marketing
• Third party data sources
• Behavioral targeting

21. ABM - known target customer IP address

22. ABM - lighter weight based on category

23. ABM - even lighter weight based on time
of day

24. Behavioral Targeting -
Personalized Experiences

25. B2B/LeadGen suggested
campaigns
• Behavioral targeting
• Targeted promotions
• Ad channel

26. SaaS/Subscription Examples

27. SaaS/Subscription
personalization uses
• In-product engagement
• Churned customer winback campaigns
• Behavioral targeting

28. Encourage Feature Use

29. Winback
campaigns

30. SaaS Suggested campaigns
• Behavioral targeting
• Prospect vs known customer
• First time use case

31. How to Elevate your program for
a competitive advantage

32. Get a dedicated team
• Mostly competing with not testing
• Have someone be ultimately responsible

33. Be Creative
• Creative ideas come from the entire org
• Think about different customer/traffic sources
• Consider under-served customers
• Look for external “inspiration”

34. Increase Throughput
• More experiments means more learnings and
more ROI
• Easy tests
• Common blockers

35. Key Takeaways
• Start with testing
• Roll test wins into personalization campaigns
• Build a dedicated team and be creative
• Keep going!

36. 1200+Attendees
20+Sessions
100+Giveaways
30+Speakers
Wynn Las Vegas, October 17-19
Registration
Regular
$850
Expires on 10/16/2017
Early Bird
$750
Expires on 09/01/2017

37. Questions?
Please submit your questions via the text box on
your screen.

38. Thank you

39. Placeholder outline
What is PErsonalization? Here is what we mean when we say “personalization”
P13n is a buzz word, but how are people really doing it?
How CROmetrics thinks about personalization
• Extension of testing - when you find a win that is based on some sort of criteria, how do you
hard code that??
• Allows for behavioral targeting as well, key for certain industries like media or SaaS
businesses that get a lot of eg blog traffic that is low converting
• Many companies start with testing and then upgrade to personalization
• HOwever, media include personalization as part of initial site optimization strategy (test to
find what p13n strategies work)
When is it most effective?
• If you want to target specific types of customers
• E-com
• certain traffic sources - google PLAs are a great example
• third party data sources such as weather - classic example
• Leadgen & b2b
• ABM, that’s what Optimizely does on their own site, but that’s a big commitment
for many companies
• capturing emails after a certain amount of time or pageviews, etc on blog
content or on site
• SaaS
• engagement in the product