Kommer growth- och CX-experter från Frosmo, Valtech och Contentful att diskutera hur man kombinerar marketing automation, personalisering av hemsidor och modern innehållsinfrastruktur för att leverera oslagbara kundupplevelser under hela kundresan. Och hur man skapar rätt mindset och processer för att få det att hända. Du kommer få ta del av praktiska exempel på hur du kan börja din egen resa för bättre kundupplevelser och du kommer få en ökad förståelse för: *Fördelarna med personliga kundresor *Hur olika tekniker hjälper dig att göra kundresan bättre *Vilka processer du behöver anpassa för att få allt att hända

1. Hur man kombinerar teknik och ett
“growth mindset” för bästa kundupplevelse
under hela kundresan
W E B I N A R
May 12, 2020

2. 2
Tiina Krokfors
Website
personalization
Max Dyrhage
Personalization & automation
is complex and tech intensive
Peter Sunna
The dream of
intelligent content
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the customer back in the customer experience
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Tiina Krokfors
Solution Consultant @ Frosmo
Currently:
● Experience optimization
● New business consulting
● Customer and partner onboarding

4. Website personalization
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5. Michael, single
Helsinki, Weekend
Sports, Games, Nightlife
Computers, Books
From Facebook
Lisa, married
Barcelona, Morning
Cooking, Mexico
No purchase history
First time on site
Robert, father
Denver, Night
Tech, Marvel
Toys, Kids wear
2 carts abandoned
Why personalize?
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6. Demographics
Psychographics
Location
Weather
Time of day
Purchase history
Behavioral patterns
Personal interests
Current needs
Intents
Individual experience for
each person each time
All data about the visitor
and all the other visitors
Improved conversion,
engagement, loyalty, and revenue
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7. Frosmo in action
Data collection
Learning about the visitor
(behaviour, segmentation)
Experiment
Personalize
Optimize
HTML, JavaScript, CSS, Media
Business platform | CMS
CDP | CRM | Marketing automation
Your site
Visitor’s browser
Frosmo
Analyze impact
- segments
- conversions
- A/B testing
Personalization
rules
(Who, Where,
When, What)
Frosmo Control Panel
Private Frosmo Script
Frosmo script
4 x W rules applied.
User experience
personalized.
Export results and data
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8. Front page Search page
Category page
Product page Landing page (Add-to)
Cart page
Check-out-funnel
The non-linear customer journey
Customers leave a trail of breadcrumbs, that AI and ML can make sense of
Session 1
Session 2
Search
Session 3
€€€
R
etail
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9. Frosmo’s artificial intelligence and machine learning
optimize the experience automatically
Frosmo learns about the
visitors and classifies
them into segments
Frosmo learns about
content and products
and how they are
interacted with
?
Frosmo AI/ML delivers
the relevant content
and experience to each
individual
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10. Example: Dynamic front-page
Maximize the impact of 72 inch2
of real estate and 10 secs of customer’s attention
Front page
Banner for new visitors
Clear purchase
intent
Primary affinity/
interest identified
NewA B C
R
etail
Front page
Banner for returning visitors
Front page
Call to action to to purchase
Bestsellers - Road bikesMost popular Popular products with road bikes
Frosmo’s machine learning drives optimal promotional content and banner placement for each audience.
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11. Max Dyrhage
Data Analyst & PM/PO @ Valtech
Currently:
● Growth analyst in SVT’s first growth
team
● Product Owner for SVT’s custom built
A/B testing tool
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12. Personalization & automation is complex and tech
intensive
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the customer back in the customer experience
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16. Topic of today:
How SVT tackles the complexity of
personalization for marketing automation
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18. - Increased email engagement by 400%
- Increased loyalty with 18%
Results in 6 months
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19. What we learned
- The upside of personalizing communication for SVT
- What factors/integrations that are important for our context
- What we need to do to make it scale
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20. How we achieved this
- Invested in super smart marketing automation tool?
- Built integrations between every system?
- Had genius ideas?
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21. - Invested in super smart marketing automation tool
- Built integrations between every system
- Had genius ideas
- Growth process with a cross functional team
How we achieved this
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22. Treat every email as learning opportunity
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23. Our growth process
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24. Growth process
1. Analysis around area of
experimentation or KPI
What previous data/learnings do
we have?
What are competitors/best in class
doing?
What don’t we know about our
customers, business model or the
channel?
Growth process
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25. Growth process
1. Analysis around area of
experimentation or KPI
Growth process
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On site behaviour Design/Copy
Channel behaviour Demographics

26. Growth process
1. Analysis around area of
experimentation or KPI
2. Generate & score ideas/hypothesis
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27. 1. Analysis around area of
experimentation or KPI
2. Generate & score ideas/hypothesis
3. Build/produce MVP’s
Growth process
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What is the quickest way of learning if
our hypothesis is true or not?
- Start manually
- Borrow from others
- Work cross functionally
- Make sure to measure

28. 28
1. Analysis around area of
experimentation or KPI
2. Generate & score ideas/hypothesis
3. Build/produce MVP’s
4. Analyze and evaluate
Growth process
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29. 1. Analysis around area of
experimentation or KPI
2. Generate & score ideas/hypothesis
3. Build/produce MVP’s
4. Analyze and evaluate
Should we continue with this
experiment?
Should we stop this experiment?
Should we implement it for everyone?
Can we build something that would
help us do this experiment more
effective or automatized?
Growth process
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30. Growth process
1. Analysis around area of
experimentation or KPI
2. Generate & score ideas/hypothesis
3. Build/produce MVP’s
4. Analyze and evaluate
5. Share and document your learnings
Growth process
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31. Conclusion:
How to nail personalization and automation
- Treat every customer interaction as a learning opportunity
- Build in feedback loops
- Start small/manually before building
- Work cross functionally
- Invest in tech that enables experimentation and data analysis
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32. When you know what works for you and your users,
then invest in automating it
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Peter Sunna
Product Strategy @ Contentful
15 years in content management
Previously at Episerver

34. The dream of
intelligent
content
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35. Structured
Atomic content
Decoupled from design and presentation
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37. Content Strategy
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Stable
content
Volatile
content Related to the experience
Created by Marketing and Channel teams
Related to the domain
Created by subject matter experts (Legal, Brand,
Merchandising, etc.)

38. Iterative
Content operations
Content that supports experimentations & dev
pipelines
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39. Run safe to fail experiments

40. Fast iterations with both content and code
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41. Not one single repository to rule them all
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42. Interoperable
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Metadata
Understood by machines, at present and in the
future
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43. One platform to rule
them all
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44. The best tool for the
problem
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45. Gartner 2019 Marketing Technology Survey -
https://blogs.gartner.com/benjamin-bloom/2019/12/20/360-review-integrated-suite/
Forrester Digital Transformation Requires Development Transformation, 2019
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57% of martech buyers
prefer best-of-breed
approaches over
integrated suites.
—Gartner Marketing Technology Survey,
2019
“Build or buy" is now
"buy, build, assemble,
and extend."
—Digital Transformation Requires
Development Transformation, 2019

46. A digital stack enables
content to flow
Innovative companies will assemble their digital
experience stack, with a content platform at the
center.
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47. Structured
Iterative
Interoperable
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48. Discussion and questions
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49. We’re here to help:
tiina@frosmo.com
max.dyrhage@valtech.com
peter@contentful.com
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