Poor Man’s Personalization

w/ GMP

Sayf Sharif, VP of Analytics @sayfsharif

Has This Happened To You?

My Profile, History, Recommendations. All Gone.

We’ve gotten spoiled

I Never Saw The Last Episode of Star Blazers

91% prefer brands who employ personalization79% expect personalization

74% will share data for personalization

Mary Meeker’s Internet Trends Report 2019https://www.getg5.com/mary-meekers-internet-trends-report-2019-what-marketers-need-to-know/

They expect it. So what?

64% of companies rated customer

experience as the best tactic for improving Customer Lifetime Value, followed by

better use of data and personalization.

93% of companies see an uplift in Conversion

Rates using personalization

Online retailers increase their Average Order Value by up to 33% after introducing

personalization

Personalization can increase the Marketing Efficiency by up to 30% delivering better cross

channel ROI.

Personalization techniques generated

17% more Revenue and were able to realize ROI of upwards of $20 for every dollar invested.

The Goal Today

● How To Use Personalization Techniques Today● How To Do It Without Expensive Software● How To Do It Without Tons of Dev Time● How To Do It Without Being Creepy

Target and the Pregnant Teen(You’ve all heard this one before)

Target & The Pregnant Teen

“...we learned that some women react badly”

Relevance & The Reticular Activating System

“As long as we don’t spook her, it works.”

The Problems With Personalization(Let’s Get These Out of The Way)

The Problems With Personalization

Structural

● Lack of Buy-In● IT Resources● Lack of Integration

Functional

● Lack of Awareness● Lack of Consent● The Filter Bubble● Content Fatigue● Blanket Algorithms● Being Creepy

Lack of Buy In

Only 7% of organisations identify personalization as their number one priority

Gartner for Marketers report predicts 80% will stop investing in Personalization over next five years

27% believe that data is the key obstacle to PersonalizationStudies by Pure360, Gartner, Econsultancy Digital Trends

Lack of IT Resources

1 out of 4Study by The Relevancy Group

Lack of Integration

66% ‘technology platforms are not sufficiently joined-up’

70% no single source of truth for customer intelligence

Bridging the Customer Experience - Econsultancy

Median number of Data sources: 15

Those are Structural… Now for the Functional...

Lack of Awareness

Lack of Consent

Echo Chambers & The Filter Bubble

Content Fatigue

Blanket Algorithms

Being Creepy

How To Do Personalization Right(with some actual examples)

How To Do Personalization Right

● Give Customers Control

● Be Invisible

● Only Use Some Of Your Data

● Reduce Information & Choice

Overload

● Be Contextually Relevant

● Behavior Based Personas

● Seamless Experience

● Real-time Data & Messaging

● Dynamic Content & Rendering

● Broaden Your Segments

● Mix it Up

Give Customers Control

Be Up Front About It (and honor GDPR obviously)

Be Invisible

Only Use Some of Your Data

Reduce Information & Choice Overload

Contextually Relevant

Personalization with Google Tag Manager

Create a Variable

If the variable is true, modify the style

Trigger it on the right pages

Personalization with Google Tag Manager

32X More Likely To Convert

Behavior Based Personas

Creating Behavioral Audiences

Session 1Views one piece of residential content

Session 2Views residential content, downloads a help article and plays video content geared toward homeowners

Session 3Views one piece of residential content

Unique User Profile | ScoreResidential | r:5 | c:0

Residential score of 5Commercial score of 0

You can make em even more complicated

Apologies for the upcoming slightly outdated slides...

Step 1:Create “1st Party Cookie” Variables

Step 1:Create “1st Party Cookie” Variables

Step 1:Create “1st Party Cookie” Variables

Cookie 1: “residential value”Cookie Name: “ltr”

Cookie 2: “commercial value”Name: “ltc”

Cookie 3: “current profile”Name: “ltp”

Step 1:Create “1st Party Cookie” Variables

Step 2:Create Custom HTML Tag

https://seer.is/user-scoring-script

https://seer.is/user-scoring-script

Step 3:Trigger the Custom HTML Tag

Step 3:Trigger the Custom HTML Tag

Step 4:Add Values to a Custom Dimension

Step 5:Don’t forget to add the Dimension in GA

Step 5:Don’t forget to add the Dimension in GA

Step 5:Don’t forget to add the Dimension in GA

Step 5:Add Values to a Custom Dimension

Step 6:Create Your GA Audience

Step 6:Create Your GA Audience

Step 6:Create Your GA Audience

Step 6:Create Your GA Audience

What the results were for Amerigas

Improved CVR for residential audiences

Creating Behavioral Audiences

Once you get “buy in”...

Seamless Experience

Real-time Data & Messaging

Television Attribution Analysis

1536 New Sessions0.05% CVR

$80 CPA50,187 New Sessions

2.3% CVR

$0.48 CPA

Television Attribution Analysis

60%higher conversions per impression

48%higher conversion rate

69% higher conversions on site

Site Personalization Based on Ads

Dynamic Content & Rendering

Dynamic Content & Rendering

Dynamic Content & Rendering

REGION INITIAL TEMPERATURE THRESHOLD TIMING

TEMPERATURE CHANGE TRIGGER

1 56° October 1 -6°

3 62° September 20 -5°

4 49° September 20 -4°

6 44° October 15 -7°

A Few Last Caveats

Broaden Your Segments

Mix it Up

Bonus: Optimize 360(yes it costs money)

Bonus: Personalization with Optimize 360

Bonus: Personalization with Optimize 360

Bonus: Personalization with Optimize 360

Bonus: Personalization with Optimize 360

Bonus: Personalization with Optimize 360

Summing Up

Solutions

● Give Customers Control

● Be Invisible

● Only Use Some Of Your Data

● Reduce Information & Choice

Overload

● Be Contextually Relevant

● Behavior Based Personas

● Seamless Experience

● Real-time Data & Messaging

● Dynamic Content & Rendering

● Broaden Your Segments

● Mix it Up

Problems

● Lack of Buy-In

● IT Resources

● Lack of Integration

● Lack of Awareness

● Lack of Consent

● The Filter Bubble

● Content Fatigue

● Blanket Algorithms

● Being Creepy

Thanks!

Sayf Sharif, VP of Analytics @sayfsharif