Optimizely Connect with Tealium: How segmentation lets you create targeted online experiences

How segmentation lets you create targeted online experiences

Jan 21st, 2016

Optimizely

Amara Shah

Tealium

Jen Brown Stephanie Perozo

Optimizely

Welcome to Optimizely Connect

Jen Brown

Senior Business Consultant

[email protected]

Your presenters for today

Amara Shah

Sr. Tech Support Representative

[email protected]

Stephanie Perozo

Marketing Coordinator

[email protected]

1.  Intro - Why target online experiences?

2.  Tealium - How to use your cross channel & device data to

build rich audiences

3.  Optimizely - Leveraging audiences for personalized

experiences

4.  Q&A

Our Program for today

-  Duration: 45 Minutes

-  Ask questions at any time

-  Use the question panel

-  We will answer qs at the end

-  Slides & recording will be

sent out after the webinar

Housekeeping

Why target online experiences?

Keep up with quickly changing consumer expectations

Consumers expect personalized experiences…

…and business leaders want to deliver

Source: Accenture Technology Vision 2015

Most welcome communication options

Executive priorities in 2015

Segmentation is the practice of grouping different sets of like people (customers or potential customers) based on distinct needs and/or characteristics.

Reading Tip: 7 Essential Customer Segments for Your E-commerce Website

1.  New vs. Returning visitors

2.  Client vs. Non-Client

3.  Bargain Hunters vs. Heavy Spenders

4.  Location

5.  Source-Type (Where did they come from?)

6.  Recently Purchased (Did visitor buy in the last 30 days?)

Potential Segments

Most companies today want to personalize.

But it’s hard.

© 2016 Tealium Inc. All rights reserved. |

Optimizely & Tealium Audience Integration Jen Brown, Senior Business Consultant


© 2015 Tealium Inc. All rights reserved. | 15

Segment & Engage Customers Everywhere Atmospheric Marketing

•  Collect visitor interaction

data across every channel & device

•  Act on that data in real-time

to improve engagement & conversion rates


Atmospheric Marketing How do you create it?


A unified view of your customers in a neutral, cross-vendor platform is needed

Connect that data in real-time to every channel in your digital marketing stack

Enrich with new attributes, audiences and offline data

Leverage your first-party data


Fragmented Customer View © 2015 Tealium Inc. All rights reserved.

| 17 17



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Unified Customer

View The Best View

First-‐party, real-‐.me, cross-‐channel



19

The Customer Data Platform

Audience CDP Action



Customer Data

Across Every Touchpoint On-site experience Mobile app Mobile push Display ads Re-targeting Search ads Social ads Email In-store Call CentreAnalytics

Targeted Testing & Personalisation



Build and enrich unified, real-time audience segments

Tealium AudienceStream™

Manage and control your tags and vendors

Tealium iQ™

Own all of your data to fuel deeper customer insights

Tealium DataAccess™

Tealium Customer Data Platform



World’s Largest Enterprise Tag Management Solution

Tealium iQ™

Solve tag management, data fragmentation & security vulnerabilities in a single platform. Gain efficiencies, agility and dramatically improved ROI across your vendor mix.

Experience Layer Unlock the power of your data to optimize your web and mobile experiences

Universal Data Layer Standardize all of your data across every vendor, unlocking its potential

850+ Turnkey Integrations Choose, launch, and manage every vendor in your ecosystem



Real-Time Customer Data in Every Channel

Tealium AudienceStream™

Create a single customer view & eliminate technical barriers to boost conversion rates & retention.

Universal Identity Stitch together visits across touchpoints into a single view of your customers

Real-Time Triggers Take action immediately or leverage time-based actions

Vendor Connectors Power all of your vendors with real-time and lifetime customer data points

Universal Data Layer Clean data unlocked through Tealium iQ

Build Audiences Create living customer segments based on online and offline behavior


Product Walkthrough


3. Optimizely Llleveraging audiences for personalized experiences

•  Optimizely in a Nutshell • Out of the box Audiences

•  Integration with AudienceStream •  Basic Personalization Techniques •  Example Use cases

Optimizely, Audiences & Use Cases

Visual Editor

Code Editor

Optimizely in a Nutshell

Audience Targeting

Optimizely makes testing and targeting easy

Create an audience by dragging conditions into the box

1

2

Select desired conditions

1

2

Turn on the integration and enter your Tealium Account ID

Optimizely Audiences Live in Audiences Tab

Drag the relevant Tealium segment into the audience builder

1

2

Default Experience Personalized Experience

Retail Use Case

Audience: High Spenders


Media Use Case #1 - CBS

Audience: visitors who have browsed >4 soap-related pages


Media Use Case #2

Audience: Sports Fan from San Francisco


Media Use Case #2

Travel Use Case


Travel Use Case

Audience: Couples


Travel Use Case

Audience: Family Travellers


Travel Use Case

Audience: Golf Travellers

Target audiences with predictive analytics and segmentation

Optimize every digital experience with ease through Testing and Personalization

Understand the impact of your optimization strategy with Analytics

Connect the essential data from visitor behavior, 1st-party and 3rd-party sources

Optimizely enables you to…

4. Q&A

Sign up for our next Connect Webinar!

Date: Feb 9th

Time: 15:30 CET

Sign up here

Optimizely Connect with Tealium: How segmentation lets you create targeted online experiences

Technology

Transcript of Optimizely Connect with Tealium: How segmentation lets you create targeted online experiences