Kristian lorenzon o2
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Transcript of Kristian lorenzon o2
In strictest confidence
One. Not Everyone. Personalised Marketing at Scale Kristian Lorenzon @krislorenzon
In strictest confidence
In strictest confidence
In strictest confidence
In strictest confidence
“Reaching the right people with the right creative, “Reaching the right people “Reaching the right people with the right creative, at scale, “Reaching the right people with the right creative, at scale, across media channels and partners”
In strictest confidence
PERSON AD
PERSONALISED CONTENT
EXPLICIT
IMPLICIT
PERSONALISATION IS ACTIONED IN TWO WAYS
Yahoo! 2014
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78% of people express a desire for some type of personalised content.
Yahoo! 2014
In strictest confidence
But only 37% of ads I see are relevant to me.
Yahoo! 2014
In strictest confidence
PERSONALISATION BRINGS HEIGHETED RELEVANCE, TRUST & CONNECTION
Why would you interact with it? Personalised Not Personalised
The ads are relevant to me 64% 32% I’m interested in the products and services being advertised 54% 36% I am curious about the advertiser/product 50% 38% I like the advertised brand/product 48% 34% I trust the companies/brands that I see advertised 39% 26% I feel connected to the brands that I see advertised 37% 20% I enjoy the ads 35% 23%
Yahoo! 2014
In strictest confidence
In strictest confidence
In strictest confidence
BRAND LOVE & CONSIDERATION
In strictest confidence
BRAND LOVE & CONSIDERATION
In strictest confidence
In strictest confidence
LOYALTY & RETENTION
Explicit preferences Implicit behaviour
Precision targeted offers & experiences
Deep-linked experience
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RESIGN AND SELLING
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PERSONALISED CREATIVE FOR EACH LIFECYCLE STAGE
Early Upgraders Upgraders Out of Contract
1. Start simple 2. Identify the data you have 3. Look at context 4. Work with partners 5. Think programmatically 6. Make the most of the connection
BUILDING BLOCKS
1. Comply with privacy laws 2. Protect customer data 3. Multi-channel data management 4. Preference control 5. Clarity & transparency
BEST PRACTICE
1. KNOW ME
2. SPEAK MY LANGUAGE
3. VALUE MY TIME
3 POINTS TO TAKE AWAY
In strictest confidence