Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging
Transcript of Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging
![Page 1: Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging](https://reader035.fdocuments.net/reader035/viewer/2022062503/58f01cab1a28abdd1a8b45d7/html5/thumbnails/1.jpg)
Karen PetersonVP, Relationship Marketing
Ancestry’s Move to Personalized Messaging
![Page 2: Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging](https://reader035.fdocuments.net/reader035/viewer/2022062503/58f01cab1a28abdd1a8b45d7/html5/thumbnails/2.jpg)
About Ancestry• Ancestry is the world's largest online family
history resource
• More than 2 million worldwide subscribers
• 16 billion global historical records
• Over 70 million family trees containing over
6 billion profiles
• Over 1 million in our DNA database2
![Page 3: Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging](https://reader035.fdocuments.net/reader035/viewer/2022062503/58f01cab1a28abdd1a8b45d7/html5/thumbnails/3.jpg)
Integrated Campaigns
3
One-time use assets
Short-term gains
Not fully aligned with customer
expectations
![Page 4: Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging](https://reader035.fdocuments.net/reader035/viewer/2022062503/58f01cab1a28abdd1a8b45d7/html5/thumbnails/4.jpg)
Personalization Strategy
4
“Marketing isn’t campaigns.It’s a systematic process to deliver the right experience to the right customer at
the right time in the right place(s).”
![Page 5: Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging](https://reader035.fdocuments.net/reader035/viewer/2022062503/58f01cab1a28abdd1a8b45d7/html5/thumbnails/5.jpg)
Programmatic Personalization
• Enables personalization to scale
• Delivers higher return on efforts
• Increases lifetime value throughout the customer lifecycle
5
![Page 6: Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging](https://reader035.fdocuments.net/reader035/viewer/2022062503/58f01cab1a28abdd1a8b45d7/html5/thumbnails/6.jpg)
6
Personalization Vision
Partially-differentiated
marketing
Segmented marketing
PersonalizedMarketing
Behaviors
CommPref
Models/Profiles
Demo
User Status
Onsite Activity
![Page 7: Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging](https://reader035.fdocuments.net/reader035/viewer/2022062503/58f01cab1a28abdd1a8b45d7/html5/thumbnails/7.jpg)
Deliberate evolution
Broad, high impact high volume campaigns
Personalized programs•Abandon•Nurture | Education•Cross-sell•Engagement•Onboarding
Limited Targeting Highly targeted
Volu
me
• Behaviors• Explicit preferences
• Member status• Relationship• Demographics• Inferred preferences
Today Future2012
![Page 8: Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging](https://reader035.fdocuments.net/reader035/viewer/2022062503/58f01cab1a28abdd1a8b45d7/html5/thumbnails/8.jpg)
What we learned . . .8
![Page 9: Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging](https://reader035.fdocuments.net/reader035/viewer/2022062503/58f01cab1a28abdd1a8b45d7/html5/thumbnails/9.jpg)
9
Obstacles
• Processes
• Performance visibility
• Prioritization
• Customer data accessibility
• Real-time targeting
![Page 10: Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging](https://reader035.fdocuments.net/reader035/viewer/2022062503/58f01cab1a28abdd1a8b45d7/html5/thumbnails/10.jpg)
10
Invest smartly
• “Right” time v. real time
• 1:1 v. micro-segmentation
• Drive technology innovations with strong business cases
• Embrace a variety of triggers
![Page 11: Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging](https://reader035.fdocuments.net/reader035/viewer/2022062503/58f01cab1a28abdd1a8b45d7/html5/thumbnails/11.jpg)
11
Iterate, iterate, iterate
• Email is the perfect launchpad
• Get things in market – don’t wait for perfection
• Embrace manual batches to prove success
• Document faithfully
![Page 12: Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging](https://reader035.fdocuments.net/reader035/viewer/2022062503/58f01cab1a28abdd1a8b45d7/html5/thumbnails/12.jpg)
Abandon Cart Program | Initial Launch
• One email instead of a series
• Daily send through a manual batch
• Tested near real-time send through one-off ‘hack’
• Hold out group to assess lift
![Page 13: Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging](https://reader035.fdocuments.net/reader035/viewer/2022062503/58f01cab1a28abdd1a8b45d7/html5/thumbnails/13.jpg)
13
Identify metrics that matter
• Understand your baseline
• Develop assumptions and hypotheses upfront and then test
• Use data to help predict behaviors
![Page 14: Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging](https://reader035.fdocuments.net/reader035/viewer/2022062503/58f01cab1a28abdd1a8b45d7/html5/thumbnails/14.jpg)
Personalization at Ancestry Today
• Over 20 automated programs across 5 geographies promoting 9 products• Email primary• Multi-channel extension• Created internal advocates• Focused area of investment
![Page 15: Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging](https://reader035.fdocuments.net/reader035/viewer/2022062503/58f01cab1a28abdd1a8b45d7/html5/thumbnails/15.jpg)
15
Iterate
Keys to Personalization • Focus on customer first• Invest smartly• Iterate, iterate, iterate• Identify metrics that matter
![Page 16: Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging](https://reader035.fdocuments.net/reader035/viewer/2022062503/58f01cab1a28abdd1a8b45d7/html5/thumbnails/16.jpg)
Thank youKaren [email protected]