#MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by...
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Agency Oasis Big Data magicians by day....
description
-Jason Fields, Vice President, Agency Oasis -Nick Laidlaw, Chief Technology Officer, Agency Oasis We all know we should be creating personalized experiences, but knowing is very different than pulling the trigger and understanding how to actually do it. What data is most important? Which actions are best to personalize? Which behaviors do you measure? In this session, Agency Oasis will offer a presentation of what to consider when planning for personalization from a behavioral analysis perspective, and will describe how to use data for personalized experiences when faced with limited resources. After the presentation, the attendees will be invited to participate in an interactive planning session for a 'Client' where we can see how deeply personalization can contribute to conversion, brand advocacy and heightened User Experience.
Transcript of #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by...
Agency OasisBig Data magicians by day....
Audience Poll
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Why use Big Data?
61% Of retailers say that personaliza>on is the MOST IMPORTANT aspect of an interac>ve experience
$77BILLION
Will be spent on interac7ve marke7ng by2016
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Dissec>ng Audiences
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Iden>fy the Profiles
CRAZIES SMARTIES CASSONOVAS BRUTES SKEPTICS
DANCERS PARTIERS ITCHIES CREEPERS SCREAMERS
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Make Educated Guesses
x x x x x x x x x x
x x x x x
x x x
x x x
x x x
x x x x
Brains
Water
Beer
Young Adult
Injured
Loners
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Welcome to Your Persona Group
Trick TreatNaughty
Nice
Adult costumeseeker
Planning aparty foradults
Kids costumeseeker
Planning aparty for kids
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How do we use Big Data?
Altering the user experience in response to predicted or expressed user preferences:
-‐ Explicitly-‐ Implicitly
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Welcome to Your Persona Group
Trick TreatNaughty
Nice
Adult costumeseeker
Planning aparty foradults
Kids costumeseeker
Planning aparty for kids
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Trick or Treat?
Trick TreatNaughty
Nice
Adult costumeseeker
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Trick or Treat?
Trick TreatNaughty
Nice
Planning aparty foradults
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Trick or Treat?
Trick TreatNaughty
Nice Kids costume
seeker
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Trick or Treat?
Trick TreatNaughty
Nice Planning a
party for kids
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Are you ready to use Big Data?
Data reali7es– Conduct a data inventory– Where are you geZng your data?– Does your data analysis match your audience segments?
– Can you match your data against your content?– Set up content “trigger points”
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Are you ready to use Big Data?
PlaGorm and Hos7ng reali7es (IT)– Is your site dynamic (Applica>on code driven)?– Is your site content database driven?– Can your site query Big Data?– Content management systems have evolved to include decisioning capabili>es
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When does it get creepy?
• Are you pregnant?• Take queues from real life
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Implementa>on Op>ons
• Base needs
• Intermediate Approach
• Advanced Approach
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Internal Resources
• Skill Set• Time dedica7on
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What do we do when we are wrong?
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Q&A
Thank you
