The document discusses the importance of understanding customer behavior and preferences to enhance personalization in marketing strategies. It emphasizes using data analytics to create meaningful engagement and drive business change through targeted, relevant content. The document also outlines practical steps for implementing personalization, including defining goals, segmenting audiences, and continual assessment and optimization.

2. hello.
Emma Nijjar
emma@sagittarius.agency
@EmmaNijjar

3. @SagittariusMktg
brand proposition.

4. @SagittariusMktg
tangibles
service levels
uniqueness
logo & C.I.
perception
strategic
focus
brand proposition.

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who are your
customers?

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what is your
brand proposition?

7. @SagittariusMktg
the business case.

8. @SagittariusMktg
data improves engagement + experiences...
getting personal.

9. @SagittariusMktg
not a new idea.

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good UX is an expectation.

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but UX is often just
reducing the friction.

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to truly improve customer experience we need to understand them first.
the appliance of science.

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understand your customer segments
understand the real customer journeys
by segment, lead or point in customer lifecycle
data is the key…

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customer journey successesAND the failures
both are opportunities for
personalisation
reducing the friction
a/b testing
product development
what are the opportunities?

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the opportunity for magic.

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turnmarketingconversationsin
toanalyticsandinsightsthat
drivebusinesschange.

17. what is
personalisation?
38%
increased investment
expected in the next
12-18 months

18. @SagittariusMktg
why bother?
› better return on investment
› more meaningful engagement
› stronger relationships with your
customers
› improve conversion rates
+19%
Source: The Realities of Online Personalization, eConsultancy April 2013
oftenmore

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targeted relevant content

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personalisation
is everywhere.

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how do we identify users
behaviour?

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implicit v explicit
behaviour.
implicit
behaviour.
explicit
behaviour.
› referringsite
› keywordsuser
› adclicked
› goalachieved
› geo-ip
› numberofsessions
› device
› digitalmaturity
› browseorsearch
preference
› productcategoryof
interest
› typeofcustomerbased
onbehaviour

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data builds over time.
explicitdata
implicitdata

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what is context marketing?
› deliversmeasurable
› relevantexperiences
› thatbuildloyalty
› thatcreateresults
› engagementacrossallchannels(omni-channel)

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context marketing
right time right place right personimprove performancedrive results

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the basics: how
contextual
intelligence
content
management
marketing
automation

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contextual intelligence
› location
› profile
› device
› purchases
› loyalty
› social
› content
› interaction
} gather

28. @SagittariusMktg
content management
› articles
› videos
› charts
› photos
› reports
› documents
› etc…

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marketing
automation.
Source: Sitecore
omni-channel automation:
viewing the experience through
the eyes of your customer

30. personalisation:
the challenge
... content
... phase 2 / 3 / 4

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question:
how much
should you
personalise?
answer:
Just enough to
make a
difference.

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segmentation (notpersonalisation).

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› DMS/XDB - needs to be
enabled
› potentially features
that won’t work
› additional costs
› geo ip
› device detection
personalisation prerequisites

34. @SagittariusMktg
content architecture.
› best practice – habitat / helix
› components
› this is the component
display
› data sources
› this feeds the component
› goals implemented
› profiles, personas and pattern cards
implemented

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Implementation.
first steps to personalisation.

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definegoalsandengagementscores
configuregoalsandengagementscores
goals & analytics.

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› theruleeditor
› conditions
› actions
› rules
rules.

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1. setupprofilecards,
personasand
patterncards.
2. assignapersonato
eachcontentitem
(page)onthe
website
setup profile cards and personas.

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personalise.
› whatcan/can’tyou
personalise?

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identifywhereweCANpersonalise
givefirsttimevisitorsaspecialwelcome
leveragelocation
connectandretargetusers
FXM–trackinboundtraffic
campaigntracking
potential quick wins.

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then next...

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implementeverything
monitortheperformance
assess
optimise
testandlearn.
repeat.
repeat.
implement and optimise.

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whatarethey?
whyimplementthem?
whatisthedifference?
a/btest
multi-varianttest
gamification
a/b testing & multi-variant testing.

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18 hotels/brands
London, Ireland, USAand SouthAfrica
Multi-node Sitecore instance
Multi-lingual

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19.3%
increase in
e-commerce
conversion
rate
15.3%
increase in
online
transactions
13.3%
increase in
booking
value

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55. @SagittariusMktg
keep up with evolving customer demands
deliver relevant targeted content
in real time
allowing you to make contextual decisions
personalisation lets you…

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help is at hand?

57. @SagittariusMktg
“Our goal is to democratiseAI to empower
every person and every organisation to
achieve more.
“The core currency of any business going
forward will be the ability to convert their data
intoAI that drives competitive advantage”
“Every developer can be anAI developer, and
every company can become anAI company”
@SagittariusMktg
Satya Nadella, CEO, Microsoft

58. @SagittariusMktg
+ = magic.
data and analytics.
=
BusinessAnalysts
DataAnalysts
Data Scientists
Strategists
AI Specialists
CRO Consultants
User Interface Designers
Creatives
and more…

59. @SagittariusMktg
recap. it always works.
start with analytics.
know your customer.
the whole experience.
repeat.