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How to Deliver Personalized Experiences with Optimizely Whitney Littlewood Jon Noronha

Audiences webinar 10.22.2014

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Personalizing the web or mobile experience for your audience can seem like a daunting task. In this webinar, Whitney Littlewood (Director of Strategic Optimization) and Jon Noronha (Audiences Product Manager) walk you through how you can leverage Optimizely to create more relevant experiences for your target customers through a tour of practical use cases for a range of business goals.

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Page 1: Audiences webinar 10.22.2014

How to Deliver Personalized Experiences with Optimizely

Whitney LittlewoodJon Noronha

Page 2: Audiences webinar 10.22.2014

#OptimizelyAudiences

Housekeeping Notes

Just a reminder:● Chat box is available for questions● There will be time for Q&A at the end● We will be recording the webinar for future viewing● All attendees will receive a copy of the slides and

recording of today’s webinar

Page 3: Audiences webinar 10.22.2014

How to Deliver Personalized Experiences with Optimizely

Whitney LittlewoodJon Noronha

Page 4: Audiences webinar 10.22.2014

#OptimizelyAudiences

Table of Contents

● The What and The Why

● Optimizely Audiences

● Customer Attributes

● Personalized Experiences (Use Cases)

● Getting Started

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Don’t stop at the average best experience

create the very best experience!

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#OptimizelyAudiences

Relevancy drives engagement

Retail Travel Media

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#OptimizelyAudiences

Is “personalization” personal?

It depends…

● different types of attributes● different appetites for personalization● need to balance effort & impact

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Boost ROI

The sum of the best performing experiences is greater the average.

Broad Granular

Value

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Types of Attributes

● Contextual● Behavioral● Demographic

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Contextual

Contextual attributes are those that indicate the current state of a visitor but they can change over time.

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Behavioral

Behavioral attributes are groupings based on a current or past behavior.

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Demographic

Demographic attributes are based on individual characteristics available through first or third-party data sources.

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#OptimizelyAudiences

Map your decision treeDirect Visitor Marketing

Channel

New NewRepeat Search SocialEmail

NewGeo/Time Browser Geo/TimeCustomer Interest

Use contextual clues to create relevant experiences for new visitors.

Use contextual, behavioral or demographic clues for repeat visitors and customers.

Use behavioral clues to create a symmetrical landing page experience for marketing channel visitors.

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#OptimizelyAudiences

Apply the 80/20 rule to your efforts

1:1 Personalization comes

with a cost:

● content creation● ongoing management

Get 80% of the value with

20% of the effort!

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#OptimizelyAudiences

Getting Started

1. Start with broadest groupings that display different needs/behaviors.

2. Test to identify the best experience per audience.

3. Deliver optimized experiences to key audiences to drive continuous improved ROI.