We4IT lcty 2013 - keynote - ibm messaging & collaboration roadmap 2013
Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging
Transcript of Keynote: Ancestry.com’s Sea-Change Move to Personalized Messaging
Karen PetersonVP, Relationship Marketing
Ancestry’s Move to Personalized Messaging
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
Integrated Campaigns
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One-time use assets
Short-term gains
Not fully aligned with customer
expectations
Personalization Strategy
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“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).”
Programmatic Personalization
• Enables personalization to scale
• Delivers higher return on efforts
• Increases lifetime value throughout the customer lifecycle
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Personalization Vision
Partially-differentiated
marketing
Segmented marketing
PersonalizedMarketing
Behaviors
CommPref
Models/Profiles
Demo
User Status
Onsite Activity
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
What we learned . . .8
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Obstacles
• Processes
• Performance visibility
• Prioritization
• Customer data accessibility
• Real-time targeting
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Invest smartly
• “Right” time v. real time
• 1:1 v. micro-segmentation
• Drive technology innovations with strong business cases
• Embrace a variety of triggers
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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
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
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Identify metrics that matter
• Understand your baseline
• Develop assumptions and hypotheses upfront and then test
• Use data to help predict behaviors
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
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Iterate
Keys to Personalization • Focus on customer first• Invest smartly• Iterate, iterate, iterate• Identify metrics that matter
Thank youKaren [email protected]