chicago website personalization strategy workshop
Post on 11-Jan-2017
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Zach Lawryk, Director of Global Sales Engineering
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Strategy & Demo
Zach Lawryk, Director of Global Sales Engineering
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Our Mission: Deliver remarkable experiences and superior results for our clients.
Our Vision: To be leaders in leveraging data to help brands make smarter marketing investments.
Website Personalization Strategy8.31.2016
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Why Personalization
Leverage the relevant and tailored experience solidifying loyalty and increased customer value
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What About Personalization
You can have any color, as long as it’s black
-Henry Ford
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Orchestrating a Personalized Experience
•Audit
•Drivers
•Enablers
•Mythbusters
•Q & A
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Rise InteractiveOverview
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Agency Snapshot
• Founded in 2004
• Media, Analytics, & CX
• 250 Employees
• Consistent & Rapid Growth
• Senior Advisors• Jack Kraft
• Dave Friedman
• Cheryl Berman
• Recognized Industry Leader
• Andrew DeGuire
• Chris McGowan
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Depth & Breadth of Services
Interactive Investment Management
CXANALYTICS
• Search• Display• Affiliate• Email• Social
• User Experience & Analytics• Customer Insights• Business Intelligence• Marketing Measurement
• Creative Design• Web & Mobile
Development• Content Marketing
MEDIA
PERSONALIZATION
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Centers of Excellence
Rise Analytics
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Audit
What stage in their life- cycle is my customer?
What are my customers
seeing when they visit my
site?
What media channel & content
drove the traffic?
How does A/B testing fit into my
digital strategy?
Goals & Stakeholders
Enhance Experience
Increase Efficiencies
Customized Experiences
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Driver – A/B TestingEnabler: Data Driven Hypothesis
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Driver: Testing & Optimization
Apply UX Research methods to uncover main gaps in critical pathing and visitor experience
Test, test and test again to fine-tune your users’ journey to conversions and increase engagement
Segment test results to find best performing audiences and shape your personalization strategy
Personalize on-site experiences and deeply connect with your target personas
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• CRO Cognitive Framework
• Competitive Analysis
• Heat Maps• Web/App Analytics
• Session Analysis• UI/UX Testing
• Surveys• Sentiment Analysis
UX Analytics Audit
Quantitative Qualitative
On-Page Intelligence
Voice of Customer
Usability Assessment
TestingRecommendations
Enabler: Behavioral Research
• A/B/n, Multi-Variate Tests• Advanced Segmentation
Personalization• Targeted Content For
Specific Segments• Increase Conv% with
relevant experiences
• Testing Ideas• Quick Wins
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Testing & Personalization
•Not mutually exclusive
•Economies of Scale
•Strategy for Hypothesis creation
•Audience Impact Discovery
•Documentation & Momentum building
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Driver – Right AudienceEnabler: Data
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Driver : Identify and define Audience
Reach
Complexity
Impact
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Enabler: Leveraging Data
•Foundation : Complete set of data •Prioritization•Segment , Segment & Segment – Behavioral– Demographic– Lifecycle– Psychographic
•Transform data to CX is key
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Driver – Relevant Experience Enabler: Content | User Personas
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Keys To Successful Experience Strategy
Audit to Identify Content Opportunities
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Sample Data
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Using Data To Fuel Content Strategy
•Search Trend Data•Web Analytics •Consumer/Persona Data•Social Listening • Industry Research •Competitive Intelligence
Keyword Rank Search Volume
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Sample Data
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Enabler: Personas |Curate content
•Cross-Channel Learnings•User Journeys & Customer Life stages•Prioritization•Leverage existing content•VOC – chats, OE feedback, communities•Start small – Call To Actions, USPs,
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Summary
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Myths Busted
•Personalization does not replace testing
•No magic number for audience segments
•Leverage & curate existing content
•Rules based personalization is impactful
•Personalization is not a mammoth undertaking
THANKYOU
Please Contact: Ashmita.Chatterjee@riseinteractive.com
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Thank You!
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