The Balancing Act: How to Toe the Line Between Personalization & Privacy
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Transcript of The Balancing Act: How to Toe the Line Between Personalization & Privacy
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Meet Your Experts
Sam SiegelDirector of Account Management
Samantha CarnallSenior Account Manager
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The Agenda
How to identify the best customer data
How to apply data to marketing programs
Two quick tips for personalizing without data
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The Set-upCapturing data while maintaining privacy
Homepage Page
Product Pages
Checkout Pages
Cart Page
• Every site’s architecture is different
• Tailor each page’s collection method
• Only collect data points necessary to the campaign
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Ask new questions to determine filters
• Last-product viewed
• Last-page viewed
• Basket value
Traditional:
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Ask new questions to determine filters
• Geo-location
• Past-browsing history
• Net new vs. returning customer
Advanced:
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How to Use the Data Set
What You Can Collect? What Does it Tell You?Net new vs. returning
customerReturning customer
Geo-location California Age-bracket 45-55
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Personalizing based on segments
• Non-incentives based messaging
• Product specific creatives
• Progress in the sign-up / registration cycle
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Send Compliant & Click-worthy Emails
What is the average open rate for banking, finance and insurance industries?
8.3%
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Send Compliant & Clickworthy Emails
Check your email deliverability
If open rates are below 40 percent, flag email campaign
Remove spam triggers
Make sure your server or vendor is an authorized sender
Spam Triggers
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2 Quick Tips for Engaging without Piles of Data
Reduce friction in the checkout process
Pre-populate as many fields as possible
Incorporate visuals
Split test checkout page variations
The average checkout process has 14.88 form fields
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*Baymard Institute
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2 Quick Tips for Engaging without Piles of Data
Design for mobile-first
Single-step, multi-page checkout process
Large and pre-populated form-fills
Mobile input type keyboard
74% of millennials say that mobile banking is very important to them.
That’s 76% greater than the baby boomer response.
*ICBA
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Key Takeaway Tweets
Mobile responsive isn’t enough, mobile-first will win the hearts of mobile customers #NoRevLeftBehind
#Avoid #Spammy #SubjectLines #To #Increase #OpenRates
Personalize with a proactive checkout experience #NoRevLeftBehind
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5 Powerful Ways to Segment Your AudienceApril 12th at 1 p.m.
