introduction to qubit's personalization platform - june 20th 2013

@qubitgroup

Qubit platform: Introduction to Personalisation Thursday 20th June 2013

Harry HurstHead of Partnerships

harry@qubitproducts.com

Agenda- Introduction to Qubit’s platform

- Personalisation for the 21st century marketer: putting it into practice

- Client case studies

- Q&A

Identifying the current marketing challenges

52% agree that ‘the ability to personalise web content is fundamental to their online strategy’

Source: Econsultancy 2013

Visitor behaviour has changed; traditional tools don’t work

Then: The purchase funnel

Now: The costumer decision journey

Awareness

Familiarity

Consideration

Purchase

Loyalty

Evaluate

Commit

Experience

Consider Buy

Interest trigger

Decision trigger

Modern ecommerce business tools are disparate

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Data management

Insight PersonalisationTesting, Targeting Widgets

-Data layer-Tag management

- Mouse tracking- Feedback- Session analytics- Journey mapping

- Offers- Dynamic content- Messaging layers

- Recommendations- Live chat- Reviews- Retargeting

- Tag management vendor

- BI platform

- Analytics companies- Agencies

- CMSs- Testing platforms- Personalisation

platforms

- Marketplace companies

wh

ath

ow

wh

o

Why is it important to create personalised experiences?

You can’t afford non-converters!

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AttractionHigh investment in driving traffic, rising CPA costs

97% of people don’t buyOn-site

Poor return on investment for all involved

Return

Consumers are used to great experiences

They are empowered!

The evolution of digital optimisation

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Websites need to start personalising with targeted contentPeople are different - they have different budgets, different products they’re interested in. Different people need different experiences.

Website personalisation is...

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Messaging Offers Announcements

Theme and layout Recommendations Widgets

For all the different types of people who visit your site

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Basket casesPeople who put things

in their basket and don’t buy

Lost soulsOn site search users who never find what they're looking for

First timersNew users in

need of brand reassurance before

they engage

Careful spendersPeople who leave long gaps between making

purchases

Optimise all your different technologies

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Recommendations

Live helpMerchandising

Reviews Retargeting

The Qubit platform explained

biceps

bicepsBehavioral data

InsightContent

ExecutionPerformance

Simple workflow

Behavioural dataInvest in a data model that tells you everything about what people do

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Quantitative dataUniversal Variable structures all

the data from each page

Your products are hard to find

< navigation >

< description >

< price >

< image > < colour >

Qualitative dataVisitor Opinion gathers useful

insight as people leave the page

InsightBe able to find out how people really behave

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The average UK Safari user spends £30 more

on technology than people using other browsers

Visitors arriving at lunchtime are 33% more likely to purchase than at

other times of the day

Holidays are most often bought on tablets between 8-9 on monday evenings

ContentPersonalise with the right content to get the job done

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Headbar

Sliders Pointer Lightbox Live help

Footbar

ExecutionBe able to target on precise variables

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Browser type Visit number Device or platform

Basket contents Time on page Product type

PerformanceUnderstand how your personalisations perform against a control

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Simple workflowBridging the gap between analysts, marketers and developers for increased agility

Behavioural data Insight Content Execution Performance

Single workflow

bicepsBehavioural data

InsightContent

ExecutionPerformance

Simple workflow

Personalisation for the 21st marketer: How to put it into practice

Qubit platform demo:• UI overview - Discover and Deliver• Discover unique insights• Introduction to visitor level analytics• Query building and using saved reports• Delivering personalised campaigns• Targeting and format overview• Campaign reporting and statistics• User management

Client case studiesFind out how businesses using the Qubit platform are able to increase revenue through smart personalisation:

FCUK

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7.3% increase in conversion across paid and natural search traffic.Qubit’s Visitor Opinion tool showed that paid and natural search visitors found ‘price’ an issue. A message layer highlighted ‘free shipping over £75’ and ‘free returns’ to all their paid and natural search traffic.

Childrensalon

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13% conversion uplift in foreign markets.We helped Childrensalon to engage customers in their own language. A message layer was created for each target market, identified by geolocation, in the visitor’s native language which directed them towards a ‘live chat’ feature.

Links of London

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14.3% increase in conversions for new users. By moving product recommendations to above the fold and on the right-hand side, the product information remained clearly visible while increasing interaction amongst new visitors.

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Q&A

Final Thoughts

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Thank You

Harry HurstHead of Partnerships

harry@qubitproducts.com

@qubitgroup