Dynamic Personalisation - Channelling Conversations Through Relevance
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This presentation was delivered at an AIMIA Forum in Sydney, Australia on April 8th, 2010. It discusses the practical applications of dynamic personalisation technology on the web.
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Dynamic Personalisation - Channelling Conversations Through Relevance
- 1. CHANNELLING CONVERSATIONS THROUGH RELEVANCE DYNAMIC PERSONALISATION Jason Davey Managing Director, Digital Marketing
- 3. WHY? WHEN HOW WHO WHAT ACTIONABLE DATA 1. Content topics 2. Content categories 3. Geographic data 4. Demographic knowledge 5. Device preference 6. Timeliness CONTEXT
- 5. CASE STUDY IN ACTION
- 6. Gender Age DYNAMIC PERSONALISATION Channelling broadens conversations Channel: Fitness & Energy Topic: Information about joints Topic: Energy support levels Narrow entry point (highly relevant) (SEO, forums, blogs, promotions) Channels broaden relevance into new Topics (using ambient personalisation) Discovered relevance lengthens engagement (increases advocacy and value proposition) 1 2 3
- 7. CHANNELLING THE CONVERSATION Dynamic personalisation deepens engagement Most popular (Highly ranking content) Engaging (in context to the user’s current behaviour) Relevant (the user has asked for it) Priority messages (guarantees the user will see it)
- 9. Unsegmented Segmented High Medium LowInteraction/Engagement Level of personalisation Profiled DATABASE TARGETING SEGMENTATION: • Category loyalty • Level of spend • Point in time PROFILING: • Behavioural dynamics • Preferences • Real-time
- 10. PERSONALISED CONTENT DELIVERS >50% OPEN RATES FOR PERSONALISED EMAILS 4X THE CTR OF NON-PERSONALISED EMAILS PERSONALISED CONTENT + EFFECTIVE DESIGN =
- 11. THE HEROES OF PERSONALISATION • Technology • Understanding your target audience(s) • Information Architecture • Design / Interface • End-to-end customer experience
- 12. @jasondavey
Editor's Notes
- This is a presentation delivered at an AIMIA Forum on Personalisation on Thursday 8th April 2010.
- Dynamic personalisation revolves around this familiar phrase. What people do, and what *they say they do* are rarely the same thing. Today I’m going to discuss some of the practical applications of dynamic personalisation technology that you’ve just heard about from Greg at Sitecore....
- The core dimensions of actionable data: Specific content topics or articles selected to view Or, preference to a particular content category Then we have where the person is located, or where the service is offered (geo located) We have the usual stuff like age, gender, life stage, spending behaviour etc ..and how the consumer wants to interact with you (mobile or web, for example) Then of course, we have how often they want to be communicated with, do they want certain alerts etc. But of course, important to ALL of these aspects is CONTEXT. This tells you WHY someone is interacting with you!
- The driving engine of personalisation is a solid information architecture. Doing this step well should be left to the experts!
- JASON