using analytics data for real-time personalization and crm profiling

FLORIAN ENGELFLORIAN ENGEL

Twitter: @moreonionTwitter: @moreonion

florian@more-onion.comflorian@more-onion.com

Strategy & interface designStrategy & interface design

We have geo dataWe have geo data

We have a browsing historyWe have a browsing history

We know where people come fromWe know where people come from

WHY LET IT SIT THERE TOWHY LET IT SIT THERE TO

ROT?ROT?

Why separate?Why separate?

Analytics WebsiteDatabase and Email

JUST IMAGINE...JUST IMAGINE...

USE THE DATA IN

REAL REAL TIMETIME

You have a landing pageYou have a landing page

First nameFirst name

Last nameLast name

Email addressEmail address

People come from facebook...People come from facebook...

First nameFirst name

Last nameLast name

Join via facebook now!Join via facebook now!

WITH SUPPORTER RECORDSWITH SUPPORTER RECORDS

COMBINECOMBINEDATADATA

Do supporters use Twitter, Facebook?

Where are supporters based?

Do they have a mobile device?

Which pages did they visit?

You like segmentation?You like segmentation?

How this data can be used...How this data can be used...

Split test within a geographic area

Only ask facebook users for a post on a wall

Target those who have a smart phone

HOW WE'LL MAKE IT

WORKWORK

First test case will go online in May.

First test case will go online in May.

Not quite ready yet.

Close the gapClose the gap

Analytics WebsiteDatabase and Email

An ordinary open source analytics toolAn ordinary open source analytics tool

An extra ordinary CMS / web frameworkAn extra ordinary CMS / web framework

A few hacks later...A few hacks later...

Supporters in the CRM (Drupal) are „mapped“ to piwik visitors

Website (Drupal) is personalized on the basis of Piwik data

CREEPY?CREEPY?

YOUR CHOICEYOUR CHOICE

It's tempting. But don't join the dark side of the force!

FLORIAN ENGELFLORIAN ENGELTwitter: @moreonionTwitter: @moreonion

florian@more-onion.comflorian@more-onion.com

THANK YOU!THANK YOU!