The Personalization Spectrum
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Transcript of The Personalization Spectrum
MASTERING THE ART OF ANONYMOUS PERSONALIZATION
Kevin Lindsay, Director of Product Marketing
Adobe Target
@kevlindsay
IP address
Country of origin
Time zone
Device type
Operating system
Browser type
Screen resolution
Customer/prospect
New/return visitor
Previous visit patterns
Previous product interests – top level
Previous product interests – low level
Searches
Previous online purchases
Previous campaign exposure
Previous campaign responses
CRM
Call center
Store sales history
3rd-party data
Time of day
Day of week
Recency
Frequency
Referring domain
Campaign ID
Affiliate
PPC
Natural search
Direct/bookmark
Social graph/ login
COMING TOGETHER FOR REAL-TIME PERSONALIZATION
CONNECT THE DOTS PUT THE DATA TO WORK WATCH FOR SIGNALS
Sabrina Pasini Senior Marketing Manager American Express
David Bacon Digital Marketing Strategist, Internet Sales & Operations Verizon Wireless
WATCH FOR SIGNALS
s5 verizon
••••
WATCH FOR SIGNALS
CONNECT THE DOTS
CONNECT THE DOTS
Learn More
••••
PUT THE DATA TO WORK
Offer : Discounted smartphones for value driven shoppers
Example: Shoppers who visit our site from promo code affiliates and are shown discounted devices will convert higher
Visitors from discount affiliate sites
Discounted smartphones
Optimized landing pages
$100 off select Smartphones!
Just for being a RetailMeNot.com customer. Shop Now!
PUT THE DATA TO WORK
CURRENT STATE
TO 30%
AWARDS
24%
CONNECT THE DOTS PUT THE DATA TO WORK WATCH FOR SIGNALS