Personalisation & Mrkt. Automation

Improving Customer Engagement & Retention@andylima

63%...of consumers report “name only” contact no longer has an

impact due to the volume of emails they receive (Lyris

Survey)

Intro

❏What business are we in? (Jack Ma and Jeff

Bezos) - We are all in the data business!

❏If Content is King, Data is the Kingdom

❏From dialogue to trialogue - a little

creepiness is acceptable (?!)

❏Predicting Behaviour is a profitable

business.

❏FAAG (The big four)is reshaping society and

businesses

Before you start...

❏Personalisation is the interface, the moment of truth you

customers experience.

❏Automation is the IT support you need to deliver to get

the above.

❏Always starts with your end-user in mind.

❏Understand the underlying IT architecture needed to set

you in the right direction - get a close relationship

with the IT team.

❏Know your capabilities - What are you up against

(immediacy and capabilities).

Start with your end user in mind!

❏ Research and design your buying or customer

personas.

❏ Design a customer experience blue print based

on your customer’s profile (CX).

❏ Build your customer journey - end to end

journey - (remember that most journeys already

exists with or without you) - Pain points -

(Check Clickfox).

❏ link every touchpoint with processes and

automated off-stage activities.

Build your AIR-flow

Attention Intention Retention

Capabilities + Content + Context + Consistency = Results

Steps to Personalisation

Step 1: Start with your business context

Step 2: Sort your data out

Do I have enough data about my customers?

Do I have the resources to do personalization?

Do I have a process for validating my personalization ideas?

Step 3: Science the s*&t out of data - Personalization

insight and ideation

Step 4: Get the right deployment software AND people in

place

Step 5: Execute Personalisation

What to avoid...Use of Off-the-shelf solution without any strategic planning.

Weak Personalisation based on little or no data analysis and a blueprint

driving the implementation.

Lack of rigorous process to hypothesize, test, and validate personalization

ideas.

Lack of resources to sustain the many additional marketing messages that

must be created to support multiple, personalized target segments.

Lack of interdepartmental integration, wrong expectations among the parts of

the project and silo-thinking. Widerfunnel, 2017

38% of companies still not undertaking any form of personalised communication.

32% of those who have done it report a considerable increase in conversions rates across channels

CRMT, 2016

Data Management+

Automation Apps+

Personalised Creative content

❏ Personalisation through

relevant content to your

target customer AND the

marketing channel they are in;

❏ Automation set your your

personalisation alive and

releases your sales and

marketing teams to focus on

closing qualified leads;

❏ Data gathered feeds back into

your data management system

and the loop restartstronger and more streamlined.

“Personalization requires the same inputs and workflow as testing; sound technical implementation, research-driven ideation, a clear methodology for translating concepts into test hypotheses, and tight technical execution. In this sense, personalization is really just an extension of A/B testing and normal optimization activities. What’s more, successful personalization campaigns are the result of testing and iteration.” – Hudson Arnold

Personalisation Continued

Charlotte Tyson

@Tyson_Digital

19%...average uplift on conversions through personalisation

(Sagittarius)

Types of Personalisation

Content

[showing relevant content for the consumer]

E-Commerce

[showing related products, or products

previously purchased]

Email

[Automated, relevant content]

Who does it well?Subscription Services:

Graze, Birchbox, Netflix,

Spotify

Who does it well?Naked Wines

Start the customer journey with a

questions about preferences,

content will then be personalised

to that individual based on the

answers.

Who does it well?

Late Rooms

Geolocation used in

Email Marketing

campaign, warning

British customers

about an upcoming

storm.

ToolsHotjar - Help to understand your customer journey

Jumplead - Marketing Automation Software

Mailchimp - Email platform offering automation

Buffer - Social Media Management Platform

Wordpress Site?

There are a number of plugins available to support

personalisation on a wordpress site.

- Content Aware Sidebars // Dynamically changing

content + Free

Personalise Smart, Not Creepy!

Working towards a single, 360°customer viewYPO

Don’t just

segment, make

each customer’s

experience an

individual one.

77%...of consumers have chosen, recommended, or paid more for a

brand that provides a personalised service or experience.

(Forrester)

ChallengesStreamlined customer data

Data required for personalisation should be streamlined

in a 360° viewpoint, from marketing to customer service

and every other department involved in the customer

journey.

● Amount of content needed

We have lots of customers that may all want different

experiences on the website, meaning that the content

authors will need to create more blog posts than on the

standard website, especially with the implementation of

A/B testing.

Ensuring it will workStrategy

Customer Personas and sound knowledge

of their journey

Working in line with other

departments

What could stall the project?

General Data Protection Regulation (GDPR) comes into

effect on 25th May 2018. Are you ready?

GDPR will have a major effect on Marketing and, if your

business is not compliant you could be faced with

fines of 4% of turnover or €20m, whichever is higher.

If you begin to prepare now, you will less likely need to

disrupt any marketing activity next year.

How will it help?

Our mission is to be the UK's number one public sector

buying organisation.

Personalisation will:

- Increase conversion rates

- Enable us to be a leader of personalisation within the

public sector

- Give us a better understanding of our customer

GDPR

DON’T FORGET!

Referencing & LinksBusiness Matters (2015). Five steps to creating a personalisation strategy. Available at: <http://www.bmmagazine.co.uk/in-business/advice/five-steps-to-

creating-a-personalisation-strategy/>. Published on September 7th, 2015. Retrieved: 22/09/17.

Freeman,A.(2016) 8 ways to introduce personalisation into your marketing strategy. Avaiable at: <https://www.crmtechnologies.com/insights/8-ways-

introduce-personalisation-your-marketing-strategy>. Published on July, 14th 2106. Retrieved: 22/09/17.

Goward, C. (2017). Build the most effective personalization strategy: A 4-step roadmap. Avaiable at: <https://www.widerfunnel.com/personalization-

strategy/. Published on February, 7th 2017. Retrieved: 22?09/2017.

Kraft, B. (2017). 6 Savvy Steps to Dive into Personalisation Today. Available at:

<http://digitalmarketingmagazine.co.uk/digital-marketing-features/6-savvy-steps-to-dive-into-personalisation-today/4023>. Published on January 13th, 2017.

Retrieved: 22/09/17

LinkedIn Marketing Solutions (10 May 2015). McKinsey: How The Digital Age is Disrupting the Marketing Framework [Video File]. Available at:

<https://www.youtube.com/watch?v=E6nZiGIr8VQ&index=123&list=WL>. Retrieved: 22/09/17.

Moth, D. (2015).38% of marketers do not use personalisation: report. Avaiable at: <https://econsultancy.com/blog/65930 -38-of-marketers-do-not-use-

personalisation-report/>. Published on January, 5th 2015. Retrieved: 22/09/17.

Myles, M (2015). How to personalise your marketing – four easy steps. Avaiable at: <http://www.experian.co.uk/blogs/latest-thinking/personalising-

marketing/>. Published on March, 4th 2015. Retrieved: 22/09/17.

Severinghaus, E. (2015). Getting Started With Personalization: 3 Simple Steps. Available at: <https://www.forbes.com/sites/theyec/2015/08/25/getting-

started-with-personalization-3-simple-steps/#6e4ade7f383a>. Published on August, 25th, 2015. Retrieved: 22/09/17.