Let’s Get Personal: Unlock the Power of the Personalized

Web with Data & Testing

Today’s Speakers

Clarissa BukhanTechnology Partnerships

Manager

Elizabeth RobillardVP, Customer Success

Craig SchinnSr. Director, E-commerce

& Online Marketing

Housekeeping

This webinar is being recorded

Slides and recording will be e-mailed

There will be time for Q&A at the end

Submit questions via the Q&A box below

Agenda

Why Personalization?

The Challenges of Personalization

How The Clymb Used Data and Testing to Build a

Personalization Strategy

1

2

3

73% of consumers prefer to do

business with brands that use

personal information to make

their shopping experiences

more relevant

- Digital Trends

Data

Audience

Experience

How do I make my data actionable?

How do I know who to target?

How do I deliver the right experience

?

The

Challenge

Data

Audience

Experience

How do I make my data actionable?

How do I know who to target?

How do I deliver the right experience

?

The

Challenge

The Data Challenge

87% OF CMOS EXPECT TO

INTEGRATE EVERY CUSTOMER

TOUCHPOINT WITHIN 5 YEARS

• Proliferation of channels & da

ta

• Customer data is in silos

• Behavioral data doesn’t fit int

o

traditional customer database

s

Data

Audience

Experience

How do I make my data actionable?

How do I know who to target?

How do I deliver the right experience

?

The

Challenge

The Audience Challenge

• Traditional personas do

n’tmatch digital persona

s

• Hard to find the signals

• Brand lifecycle stages ar

e different in digital

Data

Audience

Experience

How do I make my data actionable?

How do I know who to target?

How do I deliver the right experience

?

The

Challenge

The Experience Challenge

• Many tools aren’t

real-time

• Matching content to

customer lifecycle

• Keeping the offer

consistent across chann

els

The new B2C marketing competencies

focus on user identity data and

personalization, with a goal of having the

right content and experience for each user

(during the 3 seconds they are looking at

the page).

- TechCrunch

Lytics helps you get your data together & run

targeted campaigns

How The Clymb Tackled Personalization

• Focused on customer

data

• Orchestrated content

& audiences together

• Experimental

The Clymb

• The largest daily deals provider in the outdoor good

s, apparel, and adventure travel market

• ~5 million members

• $60mm revenue

• 2-3 mm monthly visits

• Over 800 brands represented

• Thousands of adventure travel trips sold

What do you know about your

customers?

TO INCREASE THE WELL-BEING OF THE PLANET AND ITS INHABITANTS….

360 View of the Customer

How do you decide what

content to deliver to your

audiences?

Onsite Personalization is Important

• Member interests are varied

• 10-20 new sales daily

• Diminished email engagemen

t

• Cart recommendations work

• Next logical step from testing

Personalized Site Merchandizing

Typical Website Visitor VIPs powered by Lytics/Optimizely

12%more sales

How it works

How it works for the Clymb

Custom Point

of Sale

WEBSITE

PERSONALIZATION

EMAIL

MOBILE APP

PREDICTIVE & CUSTOM

SEGMENTS

WEBSIT

E

360 PROFILES

Example: Recent Oakley Buyer Visitors

Activate the Audience

12312sdfsdfawe23

Personalized homepage for Oakley powered by Lytics +

Optimizely

What is next for The Clymb?

Build a rich and robust a view into your

customers

Make sure your segments are real-time and

actionable in your marketing tools

Experiment and learn what works for your

audiences

Key Takeaways

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3

Visit the Optimizely Partner Directory:

www.optimizely.com/partners/technology

Q&A

Let’s Get Personal!

Thank You!

Appendix