The New State of Personalization
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Transcript of The New State of Personalization
How Personalization is Revolutionizing Marketing Strategies
The New State of Personalization
March 23, 2017
Nate WrightDirector, Product Marketing
Optimizely
Scott TiemanManaging Director of Personalization
Accenture Interactive
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
Agenda
1. The New State of Personalization
2. Customer challenge and Optimizely solution overview
3. Questions and Answers
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
The New State of Personalization
•How Personalization is Revolutionizing Marketing Strategies
THE NEW STATE OF PERSONALIZATION
BIG TREND IN MARKETING #1
THE HUMAN EXPERIENCE
8
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…
9
B2ME
10
BIG TREND IN MARKETING #2
PRODUCT OR SERVICE?
11
EXPERIENCE
12
EMOTION
13
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
BIG TREND IN MARKETING #3
LINEAR OR CIRCULAR FUNNEL?
15
PERSONALIZED JOURNEYS
16
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
4 R’s of PersonalizationRECOGNIZE REMEMBER RECOMMEND RELEVANCE
ORCHESTRATE
OPERATIONALIZE
ORGANIZE
19
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
WHATS NEXT?
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
Copyright © 2016 Accenture. All rights reserved. Accenture Confidential Information | 21
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
WHAT All THIS MEANS FOR
Your Customers Your Corporation
ACCENTURE INTERACTIVE
AGENCY* OF ACCENTURE DIGITAL
WE ARE
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
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
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.
Questions?
Thank you!