Digital Marketing Show20 November, 2014

3P’s of PersonalisationPeople, Performance and Pitfalls

Who is this guy, then?

Simon Lassam

Whose party

are your

customers

going to?

Where are your peers?

1. How do I personalise without being creepy?

2. What technology and skills should I be using?

3. How do I learn from and grow revenue based on customer

behaviour?

Three key questions

Pitfalls

• Born 1948

• Grew up in England

• Divorcee, remarried

• 2 children

• Successful in business

• Won awards for work

Data vs behaviour

• Extremely wealthy

• Holidays in the Alps

• Likes dogs

Knowledge is power

Will you marry me?

Nothing stays the same

Beware the alter ego

Performance

Help the customer

Location

User IP: USA.NYC.NY.BRKLYN

Capture information and

build your relationship

Bring customers back

Cross-selling

Strengthen your bond &

shout from the rooftops

People

A crack team…

ARTIST SCIENTIST

ENTREPRENEUR

Creates

compelling copy

and designs that

target the

audiences in line

with the company

brand

Tests, measures

and reports the

success of

designs and

campaigns to

find which ones

work best with

business goals

Works with data to understand how business

goals balance with customer demand to

translate research into design briefs

The skills…

Technology on your team

+ +

Proof

twinings.co.uk

Personas

Research & requirements

Customer journey

Contact

groups

Actions &

scoresAutomated

processes

Assign to group

(persona)

Custom product

recommendations

and promotions

Personalised content on site

and in marketing emails

Customer browses content or

products / adds an item to

basket or makes a purchase

Thank you

ridgeway.net @ridgeway

simon.lassam@ridgeway.net @simonlassam