segmentation vs personalisation - digital in kent - 20th april 2016

@SagittariusMktg @JoshWhiten

Josh Whiten Digital Marketing Director

Segmentation versus PersonalisationDigital in Kent 20/04/16

my journey.› 1991 clientside marketing› 1998 marketing consultancy› 2002 digital marketing consultancy› 2009 small digital agency› 2014 large digital agency


the agency.›Based in Ashford and London› Team of 23 (and looking for more)› Travel, health and wellbeing, ecommerce


growth acceleration programs.

digital marketing that drives traffic and creates raving fans.

ecommerce websites and apps that convert more sales.



seo paid search social strategy content marketing email marketing

website design & build mobile u/x and optimisation global ecommerce digital transformation

growth acceleration programs.


recognition.

what are they and why should we care?



in a digital context...› Segmentation is targeting your marketing

based on what you know about individuals

› Personalisation is adapting your marketing based on what you know and what users do

but this is nothing new


models.


the different stages of the consumer journey.

examples.


Attention Interest Desire Action

Unawareness Awareness Comprehension Conviction Action


channels.


Image: Josh Whiten

now.


• the channels have changed

• but some things remain the same


Image: Josh Whiten


channels play different roles in the customer journey.

examples.


Attention Interest Desire Action

Unawareness Awareness Comprehension Conviction Action


the past meets the future.› Segmentation has been marketing

theory for decades

› Personalisation has evolved thanks to the latest technology


but enough theory.

audience participation.


Image: http://nos.twnsnd.co/

1. stand up if you’re a business owner.


2. stand up if you are employed in marketing.


3. stand up if you’re from an agency or a consultant.


you’ve been segmented.


interested in digital

@SagittariusMktg

business owners employed in

marketing

agency people

interested in digital


now for personalisation.


›Adapt my content›Adapt my format›Adapt my delivery›Cross reference other data

context.



making it happen.



data is the key.


Image: Flickr


b2c segmentation.›Demographics› Interests ›History›Value

Image: Flickr


b2b segmentation.›Role or responsibility›Company›Vertical or sector›History ›Value

Image: Flickr


personalisation by context.


personalisation by channel.


personalisation by journey stage.

Source: Think With Google


hands on examples


segmenting via facebook insights

@SagittariusMktg @joshwhiten

uk teachers.

segmenting via google

analytics.

@SagittariusMktg @joshwhiten

what we use

what’s available

Image: Flickr

analytics segments.› Campaign› Source / Medium› New / Repeat› Super Users› Device› Converting / Non-Converting



email personalisation.

Image: Sagittarius


ppc personalisation.

Image: Josh Whiten


campaign personalisation.›Landing page relevance and intent›Google Search Remarketing (RLSA)›YouTube video creative remarketing›Facebook Ads remarketing for Page Likes›Context – time of day, season, day of week


website personalisation.›Reducing the Friction› Improving User Experience›Conversion Rate Optimisation›Mapping user and behaviours›Building engagement scores›Personalising the content

22%less bounce

rate

7%more holiday

searches

32%more hotel page

views

107%increase in

facebook likes

120%increase in customer

feedback

55%more conversions to

booking process

ski weekends.



device and locationpersonalisation.

Image: Sagittarius

recap.›Segmentation = data›Personalisation = decisions


in the past....

we segmented by who users are


in the future...

we’ll personalise by what users do


if you’re still in doubt...


“the future is now”


Peter Drucker


thank you.
