Audiences webinar 10.22.2014
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Transcript of Audiences webinar 10.22.2014
How to Deliver Personalized Experiences with Optimizely
Whitney LittlewoodJon Noronha
#OptimizelyAudiences
Housekeeping Notes
Just a reminder:● Chat box is available for questions● There will be time for Q&A at the end● We will be recording the webinar for future viewing● All attendees will receive a copy of the slides and
recording of today’s webinar
How to Deliver Personalized Experiences with Optimizely
Whitney LittlewoodJon Noronha
#OptimizelyAudiences
Table of Contents
● The What and The Why
● Optimizely Audiences
● Customer Attributes
● Personalized Experiences (Use Cases)
● Getting Started
#OptimizelyAudiences
Don’t stop at the average best experience
create the very best experience!
#OptimizelyAudiences
Relevancy drives engagement
Retail Travel Media
#OptimizelyAudiences
Is “personalization” personal?
It depends…
● different types of attributes● different appetites for personalization● need to balance effort & impact
#OptimizelyAudiences
Boost ROI
The sum of the best performing experiences is greater the average.
Broad Granular
Value
#OptimizelyAudiences
Types of Attributes
● Contextual● Behavioral● Demographic
#OptimizelyAudiences
Contextual
Contextual attributes are those that indicate the current state of a visitor but they can change over time.
#OptimizelyAudiences
Behavioral
Behavioral attributes are groupings based on a current or past behavior.
#OptimizelyAudiences
Demographic
Demographic attributes are based on individual characteristics available through first or third-party data sources.
#OptimizelyAudiences
Map your decision treeDirect Visitor Marketing
Channel
New NewRepeat Search SocialEmail
NewGeo/Time Browser Geo/TimeCustomer Interest
Use contextual clues to create relevant experiences for new visitors.
Use contextual, behavioral or demographic clues for repeat visitors and customers.
Use behavioral clues to create a symmetrical landing page experience for marketing channel visitors.
#OptimizelyAudiences
Apply the 80/20 rule to your efforts
1:1 Personalization comes
with a cost:
● content creation● ongoing management
Get 80% of the value with
20% of the effort!
#OptimizelyAudiences
Getting Started
1. Start with broadest groupings that display different needs/behaviors.
2. Test to identify the best experience per audience.
3. Deliver optimized experiences to key audiences to drive continuous improved ROI.