Make it personal, each user is unique
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Transcript of Make it personal, each user is unique
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Make it personal, each user is uniqueMarch 2014 :: Rob Jackson
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We are facing an industry challenge
Profile Behaviour
Channel
¡Hola!
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Meet Pedro
Life Time Value €550 Lives in Chueca Earns > €35,000
3 visits this week Uses iPad to browse Purchase on desktop
Responds to display Affiliate offers
Doesn’t click email
Estoy aquí
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The opportunity
“Companies personalising web experiences are seeing, on average a 19% uplift in sales”
eConsultancy Report 2013
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Where most companies are today
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What we are doing
Universal Analytics
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An ideal solution?
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Loyalty is important
“5% increase in customer retention can generate a 75% increase in profitability”
Bain Consulting
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Anonymous users are shouting
Added to Basket
Pages Browsed
Banners Clicked
Affiliate Offer Referrals
KW Clusters
Internal Search
Product interest
Category ViewsRecency / Frequency
Email ClicksQuiero
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What to do with that data?
Internal Search
Product Holding
Banners Clicked
KW Clusters
Pages Browsed
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Which model should we use?
Linear Regression
Neural Network
Logistic Regression
Decision Tree
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SKY customer decision trees
Prospect
Existing Customer
Keyword
Pages“Premier league tv”
SKY TV Sky HD Box
CampaignBroadband | Telephony
Get TV!
Entertainment Extra
Product Holding
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How do we get the data?
Google Analytics
BigQuery Export
Data Processing
Model development
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Summary
Customer centric metrics, think customer first
Break down data silos where possible
A user identification strategy is essential
Work towards a consolidated environment for your data
Personalise content on the data you have
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Thanks!