3P’s of Personalisation People, Performance and Pitfalls
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Transcript of 3P’s of Personalisation People, Performance and Pitfalls
Digital Marketing Show20 November, 2014
3P’s of PersonalisationPeople, Performance and Pitfalls
Who is this guy, then?
Simon Lassam
Whose party
are your
customers
going to?
Where are your peers?
1. How do I personalise without being creepy?
2. What technology and skills should I be using?
3. How do I learn from and grow revenue based on customer
behaviour?
Three key questions
Pitfalls
• Born 1948
• Grew up in England
• Divorcee, remarried
• 2 children
• Successful in business
• Won awards for work
Data vs behaviour
• Extremely wealthy
• Holidays in the Alps
• Likes dogs
Knowledge is power
Will you marry me?
Nothing stays the same
Beware the alter ego
Performance
Help the customer
Location
User IP: USA.NYC.NY.BRKLYN
Capture information and
build your relationship
Bring customers back
Cross-selling
Strengthen your bond &
shout from the rooftops
People
A crack team…
ARTIST SCIENTIST
ENTREPRENEUR
Creates
compelling copy
and designs that
target the
audiences in line
with the company
brand
Tests, measures
and reports the
success of
designs and
campaigns to
find which ones
work best with
business goals
Works with data to understand how business
goals balance with customer demand to
translate research into design briefs
The skills…
Technology on your team
+ +
Proof
twinings.co.uk
Personas
Research & requirements
Customer journey
Contact
groups
Actions &
scoresAutomated
processes
Assign to group
(persona)
Custom product
recommendations
and promotions
Personalised content on site
and in marketing emails
Customer browses content or
products / adds an item to
basket or makes a purchase