Making Personalization Real Webinar

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Making Personalization Real:Delivering the Right Message to the Right Audience

February 15, 2012

PRESENTED BY

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Introductions

Beau BrewerVice President of Business Development, Siteworx

Beau Brewer is the VP of Business Development Siteworx, where he oversees strategic alliances and partners with the Siteworx Sales, Marketing and Client Management teams to build scalable, repeatable business development processes. This wide-ranging area of responsibility gives Beau insight into trends, shifts, and points of difference across many complementary software categories, including WCM, enterprise search, online analytics, eCommerce, and social media. By working with established software companies as well as tracking cutting-edge new innovators, Beau enables Siteworx’ delivery teams and clients with relevant and timeline insight to make the best forward-looking technology decisions.

Patricia MejiaVice President of Marketing, Siteworx

Patricia Mejia has more than 15 years of experience helping public, private and not-for-profit organizations improve the quality, consistency and clarity of their marketing and communications. Patricia is passionate about all topics related to interactive marketing (social media, search engine optimization, mobile, etc.), as well as the more technical components of marketing and sales, such as marketing automation and CRM. At Siteworx, Patricia is responsible for marketing, public relations, and analyst relations.

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Personalization Defined

How Consumers and Marketers View Personalization

Achieving ROI from Personalization Investments

5 Types of Personalization with Case Examples

Personalization Product Demonstration

Tips for Success

Questions

Agenda

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Siteworx Overview

Award-Winning Interactive Agency

Specialize in WCM/CMS, Search, and Analytics

Expertise in Leading Analytics and Customer Experience Management Solutions

Strong Qualifying Track Record for Financial, Media and Nonprofit

Reston, VA703.964.1700

Atlanta, GA404.736.6980

New York, NY917.477.7346

Rochester, NY585.487.8291

Raleigh, NC919.371.2420

Chicago, IL312.981.0405

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What is Personalization?

Creating experiences on websites or through

interactive media that are unique to individuals or

segments of consumers. – Forrester Research

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Consumer Perception of Personalization

Off-Site Browsing

Multichannel Interactions

On-Site Browsing

Past Purchasing

Loyalty Program Data

31.0%

42.0%

50.0%

50.0%

66.0%

Positive Responses to Personalization by Data Source

Source: eMarketer, June 2011

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Focus of Online Marketing Budget in 2011

No budgetPodcasts/webcasts

Rich mediaBehavioral advertising

Banner adsMobile

Online videoWebsite personalization

Social MediaConverting traffic

Website creation/optimizationSearch/keywords

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

Source: Maxymiser Survey, Sept 2010

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Banner adsMobile




0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%


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Banner adsMobile




0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%


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Achieving ROI with Personalization

Attracting Visitors: Paid Search, SEO, Social Media

Retaining Visitors: Personalization of Initial Experience

Converting Visitors:

Optimization

Engaging Visitors: Personalization of Ongoing

Experience

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Converting Visitors: Optimization

Percentage of Respondents

Highly effective and measurable ROIBetter response rate than mass-marketWould be better with more relevant dataResponse has been marginal

Source: EPiServer “2011 Personalization Survey” May 2011

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Types of Personalization

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Case Example

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Browser

Geography

Demographic

Profile

Behavioral

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Browser

Geography

Demographic

Profile

Behavioral

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Browser

Geography

Demographic

Profile

Behavioral

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Browser

Geography

Demographic

Profile

Behavioral

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Browser

Geography

Demographic

Profile

Behavioral

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Why it Works?

Living Social and the Rule of Reciprocation

“… one of the most potent of weapons of influence around us—the rule of reciprocation.

The rule says that we should try to repay, in kind, what another person has provided for us.”

- Robert B. Cialdini, Ph.D., “Influence: The Psychology of Persuasion”

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Case Example

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• Inexperience with personalization

• Uncertain ROI

• Security and privacy concerns

• Internal barriers to communication

• Unclear ownership

• Lack of internal support

• Unfamiliar with current technology

Obstacles to Personalization

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• During the presentation, we showed a live scenario of Adobe at this time.

Adobe Demo

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• Deploy quickly and improve over time

• Leverage search behavior as key input

• Respond to small behaviors as well as big signs

• Allow technology to do most of the work

• Incorporate across channels

Tips for Success

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Making Personalization Real

Thank You!

Beau [email protected]

Siteworx Inc. [email protected]: @Siteworx703-964-1700

For more on this topic, visit us at www.Siteworx.com.

1. Identify actionable segments

2. Discriminate between segments using available information

3. Create customized experiences for each segment

Patricia [email protected]

Making Personalization Real Webinar

Business

Transcript of Making Personalization Real Webinar