Firms know that to compete in the age of the customer they must delight customers with personalized experience during precious yet fleeting moment of engagement. But how do you continually provide the best personalization at scale to really compete? Hear this on-demand session to learn more!

1. April 18, 2017
To Compete, Scale
Personalization with Digital
Intelligence

2. Nate Wright
Director, Product Marketing
Optimizely
Featured Speaker:
James McCormick
Principal Analyst, Customer Intelligence
Forrester

3. • 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
Housekeeping

4. Agenda
1. Personalization with Digital
Intelligence
2. Optimizely X
Personalization overview
3. Questions and Answers

5. 76%
Customers have higher
than ever expectations.
SOURCE: IBM Institute for Business Value report
of consumers expect organizations to
understand their individual needs

6. © 2017 FORRESTER. REPRODUCTION PROHIBITED.

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To Compete, Scale Personalization
With Digital Intelligence
James McCormick, Principal Analyst
April 18, 2017

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› Image Source: Jeremy Segrott https://www.flickr.com/photos/126337928@N05/24545512250
… brought on by the winds of digital change
The age of the customer is upon us…

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Forrester believes that a personalized experience is:
Source: The “Pivot To Person-First Personalization [135945]” Forrester report
An experience that uses
customer data and understanding
to frame, guide, extend, and enhance
interactions
based on that person's history,
preferences, context, and intent

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Content-driven personalization is the priority
Source: The “Create A Pragmatic Personalization Program [132944]” Forrester report
Base: 115 digital experience deliver decision makers

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Web and email are top personalization software
instruments
Source: The “Create A Pragmatic Personalization Program [132944]” Forrester report
Base: 115 digital experience deliver decision makers

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Firms are struggling with personalization
Source: The “Create A Pragmatic Personalization Program [132944]” Forrester report
Base: 115 digital experience deliver decision makers

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Source: The “Optimize Customer Experiences With Digital Intelligence [61276]” & The “Digital Insights Are The New Currency Of Business [119109]” Forrester reports
Integrate insights with engagement for intelligent
personalization

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Source: The “Optimize Customer Experiences With Digital Intelligence [61276]” & The “Digital Insights Are The New Currency Of Business [119109]” Forrester reports
Integrate insights with engagement for intelligent
personalization
Digital Intelligence
• The capture, management, and analysis
of customer data and insights
• To deliver a holistic view of customers'
digital interactions
• For the purposes of continuously
optimizing business decisions and
customer experiences
• Across the customer lifecycle

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The evolution of digital intelligence
Source: The “Optimize Customer Experiences With Digital Intelligence [61276]” Forrester report
2000 to 2006 2011 to present1993 to 1999 2007 to 2010
Web server logs Web behavior Digital behavior Digital intelligence
THE GOLDEN AGE OF WEB ENGAGEMENT

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Strategies for personalizing at scale with intelligence
Source: The “Optimize Customer Experiences With Digital Intelligence [61276]” Forrester report
Strategic Approach
Align the digital intelligence strategic
components to support customer
obsession
Ownership
Hire and organize analytics to support
the digital business model across the
enterprise
Technology
Merge multiple tech for data
management, analysis, and
action
Metrics & KPIs
Collect measurements to
understand customer
interaction and touchpoint
success
Optimization
Continuously at scale
across channels and
customer lifecycle

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Evolves & personalizes engagement
Leverages every
customer interaction
Evolves customer
understanding
Evolves
interaction
treatment
Customer
interaction
Customer
understanding
Customer
treatment
Source: The "Continually Optimize Experiences To Differentiate And Compete For Customers [121605]" Forrester report
Intelligent and continuous personalization…

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Dimensions of continuous optimization
Source: The “Transform Customer Experience With Continuous Optimization [116870]” Forrester report
Customer
lifecycle
coverage
Proportion of
interactions
optimized
Channels
optimized
Optimization
techniques

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Data
Tag
management
Data
warehousing
Optimization
Recommendations
Online
testing
Behavioral
targeting
Analytics
Web
analytics
Voice of
the customer
Spatial analytics
Social
analytics
Predictive
analytics
IoT
analytics
Interaction
analytics
Cross-channel
attribution
Application
analytics
Digital touchpoints
Customer context and behavior
The complete digital intelligence stack
Source: The “TechRadar™: Digital Intelligence, Q2 2016 [76021]” Forrester report
Digital
performance
management
No one vendor can do it
all
A complete digital
intelligence stack is
made up of multiple 3rd
party applications and
technologies

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Stitch Fix uses analytics to bring personalization into
fashion
Source: “The Insights-Driven Business [135823]” Forrester report

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Firms compete for customers with personalization

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The CLC & the personalization opportunity
The Insights Opportunity Divide
High
Current focusFuture focus
Huge
Source: The “Optimize Customer Experience With A Digital [132781]” Forrester report

23. FORRESTER.COM
Thank you
© 2017 FORRESTER. REPRODUCTION PROHIBITED.
James McCormick
+44 (0) 20 7323 7660
jmccormick@forrester.com

24. 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

25. 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. 1) To personalize, you need to
take a holistic view of your
customer across digital
touchpoints.
2) Digital intelligence can help
you scale personalization
and optimization.
3) With Optimizely X, you can
deliver personalized
experiences and iterate
through experimentation.
Key Takeaways

28. Questions

29. Get Started with Optimizely
Learn about our
plans
www.optimizely.com/plans/
Sign-up for a Free Trial
www.optimizely.com/get-started/
Join the
community
www.optiverse.com
21 3

30. Thank You!