personalization - truth, trends and technology
TRANSCRIPT
24 November 2014 Copyright © Econsultancy
Personalization – Truth,
Trends and Technology
Stefan Tornquist, VP Research
@MarketingStefan
Festival of Marketing
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Why bother?
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60%
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5%
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90% say personalization affects
their purchases
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100%+80%
70%
60%
50%
40%
30%
20%
10%
- 10%- 20%
Immediate Impact
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100%+80%
70%
60%
50%
40%
30%
20%
10%
- 10%
- 20%
Immediate Impact
Conversion +15%
Session Time +20%
Login frequency +20%
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100%+80%
70%
60%
50%
40%
30%
20%
10%
- 10%
- 20%
Immediate Impact
R e t a i n i n g C u s t o m e r s
A l i e n a t i n g C u s t o m e r s
Conversion +15%
Session Time +20%
Login frequency +20%
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R e t a i n i n g C u s t o m e r s
A l i e n a t i n g C u s t o m e r s
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R e t a i n i n g C u s t o m e r s
A l i e n a t i n g C u s t o m e r s
Creepy and the Bubble
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What does personalization mean
today?
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But…
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A+
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When is it feasible…how far does
the “stack” need to evolve?
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Top 20%
Bottom 80%
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Very likely to automate
Less likely to automate
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4.5% average conversion
2.6% average conversion
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26% more profitable
12% less market share
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Unified (cloud / tagged / BI)
Independent
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Does it need to be real-time?
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Yes
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Where + when defines need
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Need defines the customer
experience
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What about anonymous visitors?
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41% can personalize to anonymous
visitors…today
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Do we need third party data?
Do you need third party data?
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96%
24%
0%
20%
40%
60%
80%
100%
120%
First-party data (i.e. data you own) Third-party data (i.e. data coming frompartners and data providers)
Do you need third party data?
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50%
54%
62%
68%
70%
74%
88%
53%
68%
68%
73%
77%
0% 25% 50% 75% 100%
Social graph data
Personal data (including name, gender, location)
Browser history (including referrer, search term, ad viewed)
Behavior on your web properties
User preferences (explicit customer preferences, e.g.interests)
Purchase history
2012 2014
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Only two more slides.
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Shared ExternalInternal
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Personalization MathArt
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Thank You!
36
Stefan Tornquist
VP, research US
Econsultancy
@marketingStefan