The New State of Personalization

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How Personalization is Revolutionizing Marketing Strategies The New State of Personalization March 23, 2017

Transcript of The New State of Personalization

Page 1: The New State of Personalization

How Personalization is Revolutionizing Marketing Strategies

The New State of Personalization

March 23, 2017

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Nate WrightDirector, Product Marketing

Optimizely

Scott TiemanManaging Director of Personalization

Accenture Interactive

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Housekeeping

• We are recording this webinar• You’ll receive the recording and

slides• Use the question box to ask

questions during the presentation• We’ll answer all questions at the

end

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Agenda

1. The New State of Personalization

2. Customer challenge and Optimizely solution overview

3. Questions and Answers

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75% Customers have higher than ever expectations.

SOURCE: Accenture Personalization Pulse Check, 2016

of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, or knows their purchase history

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The New State of Personalization

•How Personalization is Revolutionizing Marketing Strategies

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THE NEW STATE OF PERSONALIZATION

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BIG TREND IN MARKETING #1

THE HUMAN EXPERIENCE

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TOO MUCH CHOICE

From 50,000 products in 50,000 sq. ft. stores to millions

of products on a 4” screen

How do I know I’m choosing the best product?

Could I get a better deal elsewhere?

Choice can be paralyzing…

NOT ENOUGH TIME

Ultra-competitive workplace, overscheduled families,

always connected…

TOO MUCH CONTENTSolicitations, offers,

promotions, social streams…

Product sites, third-party research, news, reviews, ratings, blogs…

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B2ME

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BIG TREND IN MARKETING #2

PRODUCT OR SERVICE?

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EXPERIENCE

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EMOTION

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EXPECTATIONS ARE NO LONGER LIMITED TO BEST-IN-CLASS FOR YOUR INDUSTRY

DIRECT COMPETITORS

EXPERIENTIAL COMPETITORS

PERCEPTUAL INFLUENCERS

Change customer’s expectations

Set expectationsacross industries

Compete directly with you

DIRECT CATEGORY COMPETITORS

Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 14

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BIG TREND IN MARKETING #3

LINEAR OR CIRCULAR FUNNEL?

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PERSONALIZED JOURNEYS

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The goal of personalization is not about cross or up selling. Nor is it about the right product in the right place at the right time.

The goal of Personalization is to use data to make it easier for customers to find & consume what they want, how and when they want.

Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 17

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4 R’s of PersonalizationRECOGNIZE REMEMBER RECOMMEND RELEVANCE

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ORCHESTRATE

OPERATIONALIZE

ORGANIZE

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THREE PRIMARY CHALLENGES TO SCALE

TALENT & CULTURE NEEDED TO TEACH SYSTEMS TO BE

PERSONAL

TECHNOLOGIES & DATA TO CREATE A SEAMLESS

PERSONALIZED EXPERIENCE

PROCESSES & GOVERNANCE TO EMBED PERSONALIZATION ACROSS ALL EXPERIENCES

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WHATS NEXT?

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FEATURES• Lavender and Vanilla aroma• Helps lull baby to sleep• Tear-free • Cleans hair and skin• No phthalates, parabens,

petrolatum, or SLS• Pediatrician-tested and

hypo-allergenic• Safe, effective and natural

INGREDIENTSAqua (water, eau), caprylyl/capryl glucoside, sodium lauroyl glutamate, disodium cocoyl glutamate, oryza sativa (rice) extract, sodium cocoyl hydrolyzed soy protein, origanum vulgare leaf oil

MERCHANDISING• Size: 12oz• Price: $9• Package: no pump• Category: Health & Beauty• Sub-Catg: Children Shampoo• Shelf Position: top• Display: no

RATINGS & REVIEWS• Ratings: 5.0 stars• Review Cnt: 9• Review Tokens: babysitting,

fussy, love this product,grandmother

• Reviewer Avg Age: 45• Percent Incentivized: 0%• Sensitive Skin: 50%

BRAND• Name: Burts Bees• Klout Score:50.7• Green Score: 8.9 • Manf Location: USA

ORGANIC BRAND CRUELTY FREE

LAVENDER HYPOALLERGENIC ALOE

DNA & LIVING PROFILE OF THE GENOME

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Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 22

USE MY DATA TO SERVE ME

3 CONSIDERATIONS FOR EFFECTIVE USE OF PERSONAL DATA

BE TRANSPARTENT WITH MY DATA

GIVE ME CONTROL OF MY DATA

70%

75%

68%

Say yes

Say yes

Say yes

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WHAT All THIS MEANS FOR

Your Customers Your Corporation

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ACCENTURE INTERACTIVE

AGENCY* OF ACCENTURE DIGITAL

WE ARE

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Optimizely X Personalization: Deliver High-Performing Personalized Experiences

Target content and experiences based on customer behavior and 1st and 3rd party data

Experiment with personalization strategies and see what works

Power personalization with a single view of the customer

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Optimizely X: Operationalize Experimentation Across the Organization

Enable Rapid Experimentation by Everyone

Experiment Everywhere on Any Channel and Device

Deliver High-Performing Personalized Experiences

Optimize Anything that Matters to your Business

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Key Takeaways1) Customers now expect

personalized experiences wherever they interact with your brand.

2) Personalization means using data to deliver your customers what they want, how and when they want it.

3) With Optimizely X, you can deliver personalized experiences and iterate through experimentation.

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Questions?

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Thank you!