This document discusses using real-time data and machine learning techniques to optimize, segment, and personalize digital experiences. It provides examples of optimization, segmentation, and personalization. It also describes building a platform that uses various technologies like Couchbase, Spring, and MongoDB to power a real-time engine that chooses offers for customers based on their data and business rules. This platform delivers personalized experiences and content to clients to increase conversions over time as it continuously learns from customer interactions and offer history.

1. USING REAL-TIME DATATO
DRIVE
OPTIMIZATION
&
PERSONALIZATION
Tom Wyland
AOL
Paid Services
1

2. OPTIMIZATION.
SEGMENTATION.
PERSONALIZATION.
THEPLATFORM
RESULTS

3. WHATIS
OPTIMIZATION?

4. Ideal for the group:
• Copy
• CTA
• Headline
• Art
• Layout
INBOUND WEB PAGE OPTIMIZATION

5. WHATIS
SEGMENTATION?

6. Using a limited number of customer data
elements to provide one of several
experiences
INBOUND WEB PAGE SEGMENTATION

7. Examples:
• New customers
• Parents
• Pre-defined product preferences
DEFINING EXPERIENCES FOR THE
SEGMENT

8. PERSONALIZATION?

9. Personalized:
• Many customer data
elements
• Many possible
experiences
• Clustered data
WHATABOUT PERSONALIZATION?
MORE DATA, MORE EXPERIENCES

10. PERSONALIZATION CREATES
MICROSEGMENTS
CAN WE DEFINE THE SEGMENTSAND
SERVE THE EXPERIENCES IN REAL TIME?

11. THE
PLATFORM.

12. • Images for web display
• Call center scripts
• HTML fragments
• Simple messages or text
Highly available data service
using:
• Couchbase
• Spring
• mongoDB
• Apache Tomcat
• Ehcache
• Java
The real-time engine that chooses
offers based on business rules
and best predicted outcome
OFFERS
CUSTOMER DATA
SERVICE
INTERACTION
ADVISOR
BUILDINGAPLATFORM
Implementing Infor Epiphany Interaction Advisor
Web pages, email
image URLs, web
pages, apps all
request offers
from Interaction
Advisor
CLIENTS
TO SERVE
OFFERS
12

13. THE
RESULTS.

14. INCREASING
CONVERSION
Infor IA continuously
learns from offer
history, increasing
CTR and conversions
over time.
Makes best use of
limited inventory by
delivering the best
offer each time.
GETTING YOUR
DATA IN ORDER
Highly available
customer data snapshot
has value on its own.
Leverage key data points
elsewhere.
GATHERING
INSIGHTS
Who is your best customer?
What kind of data is driving
conversions?
14
WHAT IS PERSONALIZATION
WORTH?
The power of delivering the right message to the right user

15. THE
END.