Personalization - Truth, Trends and Technology
-
Upload
stefan-tornquist -
Category
Internet
-
view
183 -
download
0
Transcript of Personalization - Truth, Trends and Technology
24 November 2014 Copyright © Econsultancy
Personalization – Truth,
Trends and Technology
Stefan Tornquist, VP Research
@MarketingStefan
Festival of Marketing
24 November 2014 Festival of Marketing 6
100%+80%
70%
60%
50%
40%
30%
20%
10%
- 10%- 20%
Immediate Impact
24 November 2014 Festival of Marketing 7
100%+80%
70%
60%
50%
40%
30%
20%
10%
- 10%
- 20%
Immediate Impact
Conversion +15%
Session Time +20%
Login frequency +20%
24 November 2014 Festival of Marketing 8
100%+80%
70%
60%
50%
40%
30%
20%
10%
- 10%
- 20%
Immediate Impact
R e t a i n i n g C u s t o m e r s
A l i e n a t i n g C u s t o m e r s
Conversion +15%
Session Time +20%
Login frequency +20%
24 November 2014 Festival of Marketing 9
R e t a i n i n g C u s t o m e r s
A l i e n a t i n g C u s t o m e r s
24 November 2014 Festival of Marketing 10
R e t a i n i n g C u s t o m e r s
A l i e n a t i n g C u s t o m e r s
Creepy and the Bubble
24 November 2014 Festival of Marketing 18
When is it feasible…how far does
the “stack” need to evolve?
Do you need third party data?
24 November 2014 Festival of Marketing 31
96%
24%
0%
20%
40%
60%
80%
100%
120%
First-party data (i.e. data you own) Third-party data (i.e. data coming frompartners and data providers)
Do you need third party data?
24 November 2014 Festival of Marketing 32
50%
54%
62%
68%
70%
74%
88%
53%
68%
68%
73%
77%
0% 25% 50% 75% 100%
Social graph data
Personal data (including name, gender, location)
Browser history (including referrer, search term, ad viewed)
Behavior on your web properties
User preferences (explicit customer preferences, e.g.interests)
Purchase history
2012 2014