Personalizing Healthcare Consumer Experience by Eugene Borukhovich
Personalizing the Consumer Experience with Data
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Transcript of Personalizing the Consumer Experience with Data
UP NEXT… 3:00pm
Personalizing the Consumer Experience
with Data
MARINA RAKHLIN
Follow the action on Twitter using #AtE2014
Data-Driven Personalization
Tools • POS data • Persona
Brief History of Personalization
Tools • POS data • Persona
Brief History of Personalization
Challenges • Web
Tools • Cookies • Recommenders
Brief History of Personalization
Tools • Cookies • Recommenders
Brief History of Personalization
Challenges • Consistency • Relevancy
But there is a problem
Tools • Tracking • Internet of
Things • Social Graphs
Brief History of Personalization
Tools • Tracking • Internet of
Things • Social Graphs
Brief History of Personalization
Challenges • Disjointed data • Noise
“ The signal is the truth. The noise is what distracts us from the truth.”
~ Nate Silver
Segmentation
But there is a problem
3 assumptions behind segmentation:
But there is a problem
3 assumptions behind segmentation: A segment can be • Identified
But there is a problem
3 assumptions behind segmentation: A segment can be • Identified • Described
But there is a problem 3 assumptions behind segmentation: A segment can be • Identified • Described • Reached selectively and
efficiently
Identify: get your data in order
But there is a problem
Data: • Contextual • Behavioral • Historical
Segments
Demographics
Preferences Behavior
Segments
Demographics
Preferences Behavior
Describe
Segment Definition: • “A priori” (pre-determined)
• Has purchased from category X
• “Post-hoc” (market-defined) • Conversion based on demographics, psychographics
A priori – getting started • New vs returning visitors • Brand loyal vs brand switchers • Demographics • Geographics • Census data (income groups)
A priori – getting started • New vs returning visitors • Brand loyal vs brand switchers • Demographics • Geographics • Census data (income groups)
Post-hoc analysis • Cluster analysis • Aggregation models • Disaggregation • Optimization
3 segmentation best practices:
• Pay attention to segment stability • time, situations, seasonality
• Groups that do not differ in behavior are not segments, just groups
• Segmentation should be an on-going effort
Reach selectively and efficiently
Customers in your DMP
Customers in your DMP
25% come to your site
Customers in your DMP
25% come to your site
10% are part of a segment
Steps to data-driven personalization: • Unify data sources to identify segments • Describe and analyze segments • Create relevant targeted messaging
Thank you [email protected]