Nick Fleetwood, Head of Financial Services, Oracle’s Maxymiser - Optimization: Taking the...

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Optimisation: Taking the Personalisation Journey from the Landing Page to the Funnel

Nick FleetwoodHead of Financial Services EMEAOracle, EMEA Client ServicesNovember 24, 2015

Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 3

Oracle’s Maxymiser Achieves Highest Scores for both Current Offering and Strategy

“To support continuous optimization, online testing practices need to scale across the enterprise, supporting use cases and processes that coordinate multiple stakeholders, multiple types of digital touchpoints, complex testing, and high test volumes.”

The Forrester Wave ™: Online Testing Platforms, Q3 2015

The Forrester Wave™ is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave™ are trademarks of Forrester Research, Inc. The Forrester Wave™ is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. SOURCE: The Forrester Wave™: Online Testing Platforms, Q3 2015


Agenda

Building the data map

Searching for significance

Taking action

A winning personalized strategy

Q&A

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Agenda



Taking action


Q&A

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Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |

DEVICE

LOCATIONTIME OF VISIT

NEW OR RETURNING

WHAT THEY DID LAST VISITPRODUCTS THEY VIEWED

DID THEY START AN APP AND NOT COMPLETE?

CAR TYPE

CAR USAGE

CURRENT INSURER

MARITAL STATUS

AGE

CAR MILEAGE PER YEAR

MARKETING CHANNEL CAMPAIGN CONTENTPRODUCT MATCH

OTHER INTERESTS KEY DEMOGRAPHICS


DemographicsStatusCampaignsTraffic SourcePreferences

Just Maxymiser Geo Location

Referral Source

New V. Returning

Type of Insurance

+

Logged In / out

HomepagePage 3 Confirmation Page

Quote Pg 1 Quote Confirm Payment Confirm

Payment Method

Just DMP

Maxymiser AndDMP

Geo LocationReferral Source

New V. Returning

+

HomepagePage 3 Confirmation Page

Quote Pg 1 Quote Confirm Payment Confirm

EducationMarital StatusHousingAgeCredit Score

Type of Insurance

Logged In / out Payment

Method


UsingMaxymiser + Email Provider

A B C

Just Email Provider

A B C

+

Homepage Page 3 Confirmation PageQuote Pg 1 Quote Confirm


Case study: first directHypothesesDoes showing customers from email a hero banner image that matches the most relevant product which has been identified using CRM data increase likelihood to start an application?

FindingsServing targeted content based on off-line data was hugely impactful at driving customers to start an application.

This effect was especially pronounced in the Savings product set, but all products showed a significant increase against a randomly shown product image.


Agenda



Taking action


Q&A

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Searching for Significance

Identifies how visitor segments are doing on your page(s)

Tells you where to focus

Drill down for more segment attributes


Agenda



Building relevancy and taking action


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Delivering Relevancy for every interaction

The Known Audience

Contextual Intelligent Decision linked to Known

Segmentation

The Anonymous Audience

Identifying Significant Segmentation Behaviour to Predict Experience and

Content

Continual Experience Optimisation


Agenda



Taking action


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A winning strategy

DISCOVERY

• Analytics• Criteria

Definition• Single View

EVALUATION

• Testing Program

• Data Analysis

ANALYSIS

• Algorithmic• Campaign

Level Analysis

PROFILING

• Context• Theorising

Hypothesis

TESTING

• Targeted• Hypothesis

matching


Agenda



Taking action


Q&A

1

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Nick Fleetwood, Head of Financial Services, Oracle’s Maxymiser - Optimization: Taking the...

Data & Analytics

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