exlrt's "crawl, walk, run of data-driven content personalization"
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Global Customer Experience Technology Agency
The Crawl, Walk, Run
Of Implementing
Data-Driven
Content Personalization
17 May 2017 2
WHO WE ARE
A global customer experience technology agency.
70employees
20years
20Fortune
1000 clients
3countries
CertifiedISO 9001:2008
17 May 2017 3
WHERE WE ARE
Global HQAmsterdam, NL
Americas HQWashington, DC
Delivery CentersNovi Sad, Serbia
Nis, Serbia
IT’S OK
“Only about 15% of companies can be considered true personalization leaders, and most of them are tech companies and digital natives.” - BCG
12 May 2017 4
FIRST UP
The who, what, why, where, how
of
content personalization.
17 May 2017 5
WHAT
It’s all about
increasing
relevancy
while retaining
authenticity.
17 May 2017 6
relevant - adj. - rel·e·vant
1. having significant and
demonstrable bearing on the
matter at hand
authentic - adj. - au·then·tic
1. not false or imitation
2. true to one's own personality,
spirit, or character
LESS IS MORE
“…40% of consumers have left a business’s website and made a purchase on another site or in store because they were overwhelmed by too many options…” – Accenture Interactive Study
12 May 2017 7
Not just an ecommerce problem, it’s a content problem!
WHY
Relevancy improves:
conversions
shareability
brand stickiness
experience
12 May 2017 8
WHEN & WHERE
across all channels
across all touchpoints
across the entire journey
17 May 2017 9
Personalization is most valuable when delivered as a
connected experience across the journey. And almost all
journeys today cross multiple channels.
12 May 2017 10
Don’t just personalize pulled content
Personalize pushed content too
WHERE
WHO
known
semi-known
unknown
12 May 2017 11
You know somethingabout everyone.
HOWdata, data, data
cms
crm (walk/run)
12 May 2017 12
you’ve got the data.
use it!
but, don’t let the datainto the driver’s seat.
{crawl} {walk} {run}
17 May 2017 13
Object: deliver content that is more familiar and likable
Utilize: basic user context & recent interaction history
Targets: Unknown or semi-known users
Data Difficulty: EASY! (Every CMS has access to the data needed.)
Context-Based Personalization
{crawl} {walk} {run}
15 May 2017 14
1
Validate that the personalization
makes sense for your brand, product,
and marketing objectives.
Strategic choices
drive technical
choices.
Not the other way
around.
Choose 1 to 2 personalization
drivers, and 1 to 2 “bang for the
buck” content areas that help meet that goal.
2
Agree on the WHY goal(s) first.
3
Measure and continuously refine
based on results.
4
5
Determine technical needs and
implement.
{crawl} {walk} {run}
15 May 2017 15
location
Example Uses:
local imagery
use of place names
testimonials from locals
feature local branch
precipitation
temperature
cloud cover
severe weather
season (climate)
day of week
week-part
daypartvisits per day/week/month
total visits
time since last visit
duration on site
country
region
state/city
examples of
personalization drivers
date & time
weather
content viewed
visit frequency
pages visited
content clicked
content searched
Example Uses:
Suggested content
CTA verbiage
Hero content
It’s not about directly integrating this data into the content. Its about using that data to drive what content is shown, how it is shown, and where it is shown.
16 May 2017 16
{crawl} {walk} {run}
Location Name
Use of location
weather
Product
placement
based on
weather
A/C isn’t common in Spring.But check out this week’s forecast…
{crawl} {walk} {run}
15 May 2017 17
SNIFF TEST
Does it make the content more relevant?
Does it feel authentic?
No? Don’t do it. No matter how “cool” it is.
{crawl} {walk} {run}
15 May 2017 18
Object: deliver content that is expected and wanted
Uses: explicit user data, macro customer data (CRM)
Targets: semi-known and known users
Persona-Based Personalization
{crawl} {walk} {run}
15 May 2017 19
Don’t put everyone in too tight of a box, use “tag” approach
Mix archetypes, mind-states, personas, types, etc
Allow customers to move between personas
Utilize demographic, psychographic, and behavioral data
Persona-Based PersonalizationA few quick guidelines
{crawl} {walk} {run}
16 May 2017 20
user
input
Example Uses:
Determine type of CTA
Warm-up or close-the-deal content
Incentivize sharing
email opens/clicks
content clicked/searched
avid vs. occasional
generation
gender
income
race
life events
likelihood of purchase
potential to be ambassador
name/age
topics
interests
examples of
personalization drivers
persona
demographics
interaction
history
persona
psychographics
persona
behaviors
attitude, mind-state
personal values
lifestyle attributes
{crawl} {walk} {run}
16 May 2017 21
Unknown Semi-known
Tagged as “student”
Imagery
Verbiage
CTA’s
Content
If you’re a student,which experience feels more relevant?
{crawl} {walk} {run}
16 May 2017 22
Object: deliver content specifically crafted for each user
Uses: full cross-channel interaction and customer history,
customer profiles from CRM, marketing automation, etc
Targets: known users
Profile-Based Personalization (1 to 1)
{crawl} {walk} {run}
16 May 2017 23
Cross-channel
Interactions
Example Uses:
Highlight content that promotes customers to next stage
Simplify by minimizing content from previous stages
Journey history
Current stage
Next-best-offer
Possible paths forward
Items
Categories
Spend
Frequency
Direct mail/catalogs/offers
Outbound/inbound calls
Email open/read/click
Mobile app install/usage
Content shared
# of channels used
examples of
personalization drivers
Purchase
history
Journey
analytics
Support
history
Communication
historyPhone/chat support frequency
Resolutions/open issues
Topics/problematic areas
Customer feedback
Example Uses:
Highlight content related to past issues
Push content similar to well-reviewed items
{crawl} {walk} {run}
16 May 2017 24
Name
Order history“Echo” Flag
Items in Cart Based “Not a card user” Flag
Categories and Items based on past items and categories purchased from
(My whole family uses the same Amazon account as you can see!)
{crawl} {walk} {run} {fly} (sneak peak)
17 May 2017 25
❖ (Advanced) Predictive Analytics Driven
❖ Self-Learning/Self-Improving Personalization
❖ Real-time Social Mining (True Big Brother’esque)
YOUR CMSJust guidelines….not “rules”
{crawl} – From no CMS (not advised) to enterprise CMS
{walk} – From basic CMS to enterprise CMS
{run} – Midmarket to enterprise CMS
17 May 2017 26
SUMMARY
❖ It’s ok if you are not in the 15% (yet).
❖ Determine strategic marketing goals first.
❖ Figure out if you need to crawl, walk, or run.
❖ Implement drivers based on goals. Measure, repeat.
❖ Always remain relevant and authentic.
17 May 2017 27
Karl Johnson, Managing Director
karl.johnson@exlrt.com
202.577.4366
Thank you!
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