virgin and 2datafish symposium - final

Personalisation of Anonymous visitors

About Us

Associate DirectorClient Solutions

Jason FonsecaDigital Marketing &

Optimisation Specialist

Ady PorterPerformance

Media & Analytics

Drew Ascough

DataTechnology Agility

Enterprise marketingtech implementations

Technologyevaluation & selection

Technology strategy& architecture

Use case identification& alignment

Data Strategy

Data sharing & democratisation

Data monetization

Onsite Analytics

Enterprise data management

Onsite realtime personalisation

Cross channel coordination

Single customer view

ROI framework development

Customer journey mapping

Team enablement& training

Process & methodologydevelopment

Enterprise scale strategy

Documentation& best practice

Personalisation

Personalisation

Segment

New Visitors

Location Time/Day

Campaign Referrer

Returning Visitors

On-site search

Abandon Cart

Micro behaviours

Action

Measure

Segment CR(Flight Booking Search) *

Uplift in conversion vs. New Visitor *

New Visitor 5.00%

VFF member 10.00% 5.00%

Post Search Triangle AU 11.00% 6.00%

Post Search Leisure AU 12.00% 7.00%

Post Purchase > 2 13.00% 8.00%

Post Purchase < 2 14.00% 9.00%

* not actual results

Platforms

1Analytics

2Segmentation

3Optimisation

4Cross Channel

Marketing

Organisational Change

Creating a business case

Educating stakeholders

Upskillingteam

Buildinga team

Personalisation Maturity

Capability

Perf

orm

ance

Start• Targeting based on

single dimension

Build• Targeting

based onmultiple visitor traits/segments

• Multiple locations

Agile• Integration of 1st, 2nd

and 3rd party data• Complex segments• Display ad targeting• Testing and iteration

Recurring• Persona based

targeting• High/low value

customers• Propensity modelling• Lead scoring

Predictive• Predictive analytics• Clustering• Complex lead

scoring/propensity models

Customer Centric Architecture

CMS

Marketing AutomationAnalytics

Content& Assets

Contact Profile Attributes

Content Usage

Customer data

OptimisationDMP

Online Customer Segment

Content & Assets

Paid Media

Web Profile& Behavior

Behavioural Customer Data CRM

Social

Search

Where to next?