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Hazlo Personal, cada usuario es único.
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Make it personal, each user is uniqueMarch 2014 :: Rob Jackson
We are facing an industry challenge
Profile Behaviour
Channel
¡Hola!
Meet Pedro
Life Time Value €550 Lives in Chueca Earns > €35,000
3 visits this week Uses iPad to browse Purchase on desktop
Responds to display Affiliate offers
Doesn’t click email
Estoy aquí
The opportunity
“Companies personalising web experiences are seeing, on average a 19% uplift in sales”
eConsultancy Report 2013
Where most companies are today
What we are doing
Universal Analytics
An ideal solution?
Loyalty is important
“5% increase in customer retention can generate a 75% increase in profitability”
Bain Consulting
Anonymous users are shouting
Added to Basket
Pages Browsed
Banners Clicked
Affiliate Offer Referrals
KW Clusters
Internal Search
Product interest
Category ViewsRecency / Frequency
Email ClicksQuiero
What to do with that data?
Internal Search
Product Holding
Banners Clicked
KW Clusters
Pages Browsed
Which model should we use?
Linear Regression
Neural Network
Logistic Regression
Decision Tree
SKY customer decision trees
Prospect
Existing Customer
Keyword
Pages“Premier league tv”
SKY TV Sky HD Box
CampaignBroadband | Telephony
Get TV!
Entertainment Extra
Product Holding
How do we get the data?
Google Analytics
BigQuery Export
Data Processing
Model development
Summary
Customer centric metrics, think customer first
Break down data silos where possible
A user identification strategy is essential
Work towards a consolidated environment for your data
Personalise content on the data you have
Thanks!