Personalization HOW TO MAKE THE BIG BET PAY

Your croupier today is.. •  MRM//McCann - Global digital

customer experience agency with complete range of digital services for world-class clients

•  Award winning agency focused on creativity, technology and performance

•  3000+ people, 30+ offices worldwide

•  Acquia Partner Advisory Board member and Global Select Partner ian.truscott@mrm-meteorite.com

@iantruscott

http://about.me/iantruscott

http://mrm-mccann.com

We Are a Global Customer Experience Network

US$7.5billionrevenueholdingcompany48,700+employees|100+countries4,000+clients|90+operaCngunits

Leadingglobalnetworkprovidesbest-in-classintegrated

markeCngsoluCons

Globaldigitalcustomerexperienceagencywithcompleterangeofdigital

servicesforworld-classclients

ACQUIA

Bren Weir brendan.weir@acquia.com

THE BIG BET

• Personalization is a bold decision to move from popularist to being relevant and useful • There is a risk to the brand when it is done badly • The rewards are proven and we’ll share some statistics • Hopefully this presentation will help you to scoop the pot And yes, this gambling analogy continues throughout….

THE BIG BET

So… should we hedge, create bland popularist content that offends no-one, or be bold and engage with our audience with compelling relevant content that converts? This the Big Bet.

“THE BIG BET

only 16% of marketers currently have the capability to

capture customer intent and deliver real-time,

behaviour-based marketing across all channels SAP/Forrester Research: The Contextual Marketing Imperative

WHAT ARE WE PLAYING FOR?

8

“THE STAKES Maybe marketers are put off by recent studies: 74% expressed frustration when personalized promotional content was not relevant to them The majority of web users think that personalization is a bad thing and an invasion of privacy. 2013 Harris Interactive survey: Online Consumers Fed Up with Irrelevant Content on Favorite Websites Pew Research Centre: Search Engine Use 2012

THE STAKES

Consumers are increasingly savvy about the data that brands have on them and expect it to help the experience

!

THE STAKES

It stands to reason that as the message moves closer to what one person likes it is likely to be moving away from what’s liked by someone else

THE POT The rewards are there

•  Marketers personalizing web experiences see on average, a 19% uplift in sales. 

•  A top-five Internet retailer saw over 11 percent revenue lift by implementing product recommendations

•  Calls to Action (CTAs) in personalized campaigns resulted in a 42% higher conversion rate than generic CTAs.

•  Amazon have attributed a 29% increase in sales revenue to product recommendations

•  59% of shoppers who have experienced personalization believe it influenced what they purchased

The Realities of Online Personalization, Econsultancy / Monetate  | Venturebeat: 1 billion daily product recommendations driving ‘multiple billions’ in sales | Hubspot: Personalized Calls-to-Action Convert 42% Better | Fortune Magazine: Amazon's recommendation secret | Infosys/Vanson Bourne: Rethinking Retail Study

BECOME THE DEALER

13

BECOME THE DEALER

We understand the value of content marketing and personalization.. And yet.. Many digital marketers are short order cooks, on a reactionary hamster wheel How do we change that? How do we make this happen? How do we become the dealer?

BECOME THE DEALER

Ask Why? •  Why are we publishing this content? •  What are our objectives?

BECOME THE DEALER

Ask who cares? • Oh come on we all know that press release is boring • How does this help our audience? • What action do we think a persona will take with this

content? • Would someone care enough this content item to share?

BECOME THE DEALER

Sell the idea internally •  Focus on business objectives and how a personalization

program will support them •  Implement relevant metrics across the business • Get data

WHERE DO WE START?

18

READ THE TABLE

Understand your audience: • Create personas not profiles • Create customer journeys and task based user stories • Understand their “tells”

THEIR TELLS

Essential element of developing personas and targeting •  Personas need to be addressable and behavior based • Define persona attributes that mean something to the

experience •  Does it matter whether (for example) if they are male or female •  Can we identify and address the audience •  Can we start broadly and zero in

• Can we create triggers based on these attributes? • Do we have data that supports “the tells”?

EVERYONE CAN BE A WINNER!

Content needs to perform for both the audience and the brand This is the fair exchange of content marketing

To be engaging and shared content needs to be useful to the visitor

Creating useful content is an investment and needs

to have a return

PLAY THE WINNING HAND

What’s the winning hand? For the player: • Content that is useful • Content that they care about • Content that is relevant to the customer journey For the house: • Content that delivers against the business objective • Content that we can measure a return on

BUILDING A WINNING HAND

• Make the most of the high value cards •  Create stories and content assets and re-purpose them for each

audience segment and channel

•  Plan your hand •  Building relevant content requires more content than you have

today, yet you have the same resources. Build a content strategy and plan around the audience

• Remember the winning hands •  Track the performance of content, not just vanity metrics like “web

hits”, but how the content is performing with the target personas

THE ACQUIA ACE

Acquia Lift →  Tracks the behavior of anonymous &

identified customers throughout their buying journey

→  Creates unified visitor profile for each individual based on their cross-channel historical and real-time behavior

→  Adaptively segments customers in real-time, allowing marketers to deliver personalized experiences across all channels

þ Drives engagement & conversion

þ Shortens sales cycle

þ Increases customer satisfaction & lifetime value

Why Lift?

Easy workflow within existing CMS

Integrates with your existing marketing

stack

Merges anonymous profiles with known as

soon as a visitor identifies himself

Native CMS Integration

Open Marketing Platform

Visitor Identity Resolution

Acquia Lift—What’s Included Unified Visitor Profiles

Real-Time, Adaptive Segmentation

A/B Testing of Drupal Blocks

Omnichannel APIs and Pre-Built Integrations •  Demandbase •  Google Analytics •  Marketo (Salesforce) •  Oracle Eloqua

Behavioral Targeting Pre-Built and Custom Reporting

Content Recommendations

Data Warehouse

THE ACQUIA ACE

SCOOPING THE POT

You can win the high stakes game of customer engagement; with a focus on a content strategy.. ..detailed understanding of the customer.. …using this data and their behavior to deliver a contextual content experience… …that provides value for both the consumer and the brand.

NEXT STEPS

•  FREE WORKSHOP!* Two hours of interactive discovery discussion about understanding the customer, developing a content marketing strategy and delivering in context (that we call the 3 C’s) that includes shared best practices, industry examples and insights (and no gambling analogies!**) E-mail David Nie, MRM//McCann NY - David.Nie@mrm-mccann.con

•  FREE WHITEPAPER As a follow up for registering for this webinar

*ForqualifyingorganizaCons**Can’treallypromisethat

ANY QUESTIONS?

Personalization HOW TO MAKE THE BIG BET PAY

Thank you!