Using analytics data for real-time personalization and crm profiling
Real-Time Personalization Workshop
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Real-Time Personalization Workshop David Myers Product Manager, Marketo July, 2015
Transcript of Real-Time Personalization Workshop
Real-Time Personalization Workshop
David Myers
Product Manager, Marketo
July, 2015
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Overview
• Planning your RTP Personalization Campaigns• Optimizing your Campaigns• Predictive Content Recommendations• Latest Product Release
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Marketo RTPWeb EngagementsB2B Analytics
Personalized Ads Predictive Content Recommendations
Account-Based Marketing
Planning• Use Cases
• 3 W’s
• Campaign Matrix
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Planning - Use Cases
Location Vertical Known Lead
Demo OffersCase StudiesLocal Events
Account-Based
White Papers
Behavioral
Special Deals
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Planning – 3 W’s
WhoOrganization / Vertical
Product interest Location
Behavior / Stage
WhatContent
Case StudiesVideos
WhereWebsite Mobile
Advertising
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Planning – Campaign Matrix
Target Segments Anonymous1st-2nd visit
Anonymous3rd-5th Visit Known Lead Score > 75
HealthCareCompany Intro for
Healthcare Specialists
Intro Video
1. Public Hospital2. Private Hospital
Testimonial
How Video Boosts Health Services by 45%
White Paper
Annual Executive Healthcare Summit
Conference
• Vertical
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Planning – Campaign Matrix• Personas
Target Segments Anonymous1st-2nd visit
Anonymous3rd-5th Visit Known Lead Score > 75
CEO / Decision MakerState of the Video
Conferencing
Infographic
1. Top Customer A2. Top Customer B
Case Study
Making the right Video Conf. decisions
Data Sheet
Why our solutions trump the others
Comp. Comparison
Campaign Creation• A/B Testing
• Mobile
• Collision Control (Priority Score)
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A/B Testing and Auto-Tune
• Optimize site content and landing pages by A/B testing different CTA’s per targeted segment
• Auto-Tune to automatically identify and accelerate the most effective CTA or content
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A/B Testing and Auto-Tune
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Mobile Campaigns
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Collision Control (Priority Score)
Predictive Content Recommendations
• Recommendation Bar
• Rich Media Recommendations
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Predictive Content Recommendation Engine1. Auto-Discovers and maps all of your content assets
2. Learns which content works best and for who
3. Recommends relevant content to web visitors & leads
Increases content consumption and onsite engagement
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Content Recommendations – Bar
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Content Recommendations – Bar
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Content Recommendations – Rich Media
Predictive ContentRecommendation
Engine
Latest Releases
• Summary Report
• User Role Permissions
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Summary Report
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User Permissions
Resources
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Resources• Docs.marketo.com
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Resources• Discussions / Ideas - community.marketo.com
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Resources• Webinars / Resources - Marketo.com/targeting-and-personalization/
Thank you.
David Myers
Product Manager, Marketo
July, 2015
