Wayfair's Playbook: Achieving Hyper-Personalization at Scale in the Programmable Age
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This document outlines Wayfair's playbook for achieving hyper-personalization at scale. It discusses Wayfair's massive online catalog, supplier network, and revenue growth. The goals of being more programmable are to gain greater control and customization of campaigns without increasing spend. The playbook provides steps and questions for marketers, including finding the right programmable partner, deciding what to build for success, and determining core competencies to achieve goals. Building internal skills in areas like trading, data science, and custom modeling is discussed. Benefits of being more programmable include increased revenue, streamlined workflows, unified marketing, and more profit per dollar spent.
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Wayfair's Playbook: Achieving Hyper-Personalization at Scale in the Programmable Age
- 1. #ANEventsWeek Wayfair’s Playbook to Achieving Hyper-Personalization at Scale in the Programmable Age Matthew Herman Associate Director, Marketing Platforms, Wayfair
- 2. MASSIVE ONLINE CATALOG with over 7,000,000 home products SUPPLIER DIRECT FULFILLMENT NETWORK connecting over 7,000 suppliers $2,250 MILLION 2015 net revenue with minimal inventory 97.8% Q4 YoY GROWTH in direct retail, 81% total growth
- 5. P L AYBO O K FO R P RO G R A M M A BL E SU C C ESS
- 7. PROGRAMMATIC
- 8. PROGRAMMABLE
- 9. Does your vendor push an off-the-shelf product or framework or customize a solution tailor-made to your needs? Are you working with a company that challenges and stretches your team’s abilities? Are your vendor's goals aligned with your goals? P L AY B O O K Questions marketers should ask themselves when choosing a programmable partner
- 10. P L AY B O O K Example email our client sent his team after optimize
- 12. • Search • Display • Transportation • Fulfillment • Recommendations • Site personalization … and more! Our algorithms power
- 13. P L AY B O O K Decide what you want & need to build in order to be successful
- 14. Ask yourself: what are you really, really good at? How will it help you achieve your marketing goals? What will it help you achieve in the long-run? Do you have the resources required to pursue the investment? Do you have organizational buy-in? P L AY B O O K Questions marketers should ask themselves when choosing what – and how – to build to realize their programmable goals
- 15. Determine what core competencies you need to nurture to achieve your marketing objectives STEP 3
- 18. P L AY B O O K Determine what core competencies you already have (or need) and nurture those • Train & trade with AppNexus trading team • Learn & teach with AppNexus data scientists • Custom modeling and algorithms
- 19. What skill/capability will make us achieve our marketing goals? Can this skill/capability can be leveraged across multiple parts of the business? What core competency will outlast the newest trend or technology innovation? P L AY B O O K Questions marketers should ask themselves when choosing what – and how – to grow core skills to achieve their marketing objectives
- 20. The Impact Increased Revenue Streamlined Workflow Unified Marketing Unified Marketing • Display strategy is fully coordinated with marketing efforts across other channels • Transparency makes it possible to have a comprehensive feedback loop Streamlined Workflow • Full control over execution allows for better optimization • Automation of campaign setup to decrease operational overhead More Profit Out of Every Dollar Spent • Reduced costs without sacrificing revenue • Ability to reinvest savings in underserved pockets
- 21. PROGRAMMABLE