How to Deliver Personalized Experiences with Optimizely

Whitney LittlewoodJon Noronha

#OptimizelyAudiences

Housekeeping Notes

Just a reminder:● Chat box is available for questions● There will be time for Q&A at the end● We will be recording the webinar for future viewing● All attendees will receive a copy of the slides and

recording of today’s webinar

How to Deliver Personalized Experiences with Optimizely

Whitney LittlewoodJon Noronha

#OptimizelyAudiences

Table of Contents

● The What and The Why

● Optimizely Audiences

● Customer Attributes

● Personalized Experiences (Use Cases)

● Getting Started

#OptimizelyAudiences

Don’t stop at the average best experience

create the very best experience!

#OptimizelyAudiences

Relevancy drives engagement

Retail Travel Media

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Is “personalization” personal?

It depends…

● different types of attributes● different appetites for personalization● need to balance effort & impact

#OptimizelyAudiences

Boost ROI

The sum of the best performing experiences is greater the average.

Broad Granular

Value

#OptimizelyAudiences

Types of Attributes

● Contextual● Behavioral● Demographic

#OptimizelyAudiences

Contextual

Contextual attributes are those that indicate the current state of a visitor but they can change over time.

#OptimizelyAudiences

Behavioral

Behavioral attributes are groupings based on a current or past behavior.

#OptimizelyAudiences

Demographic

Demographic attributes are based on individual characteristics available through first or third-party data sources.

#OptimizelyAudiences

Map your decision treeDirect Visitor Marketing

Channel

New NewRepeat Search SocialEmail

NewGeo/Time Browser Geo/TimeCustomer Interest

Use contextual clues to create relevant experiences for new visitors.

Use contextual, behavioral or demographic clues for repeat visitors and customers.

Use behavioral clues to create a symmetrical landing page experience for marketing channel visitors.

#OptimizelyAudiences

Apply the 80/20 rule to your efforts

1:1 Personalization comes

with a cost:

● content creation● ongoing management

Get 80% of the value with

20% of the effort!

#OptimizelyAudiences

Getting Started

1. Start with broadest groupings that display different needs/behaviors.

2. Test to identify the best experience per audience.

3. Deliver optimized experiences to key audiences to drive continuous improved ROI.