#mitxdata "the secret sauce to manageable personalization: small steps, big impacts"...
DESCRIPTION
-Jason Fields, Vice President, Agency Oasis -Nick Laidlaw, Chief Technology Officer, Agency Oasis We all know we should be creating personalized experiences, but knowing is very different than pulling the trigger and understanding how to actually do it. What data is most important? Which actions are best to personalize? Which behaviors do you measure? In this session, Agency Oasis will offer a presentation of what to consider when planning for personalization from a behavioral analysis perspective, and will describe how to use data for personalized experiences when faced with limited resources. After the presentation, the attendees will be invited to participate in an interactive planning session for a 'Client' where we can see how deeply personalization can contribute to conversion, brand advocacy and heightened User Experience.TRANSCRIPT
![Page 1: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/1.jpg)
Agency OasisBig Data magicians by day....
![Page 2: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/2.jpg)
Audience Poll
2
![Page 3: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/3.jpg)
Why use Big Data?
61% Of retailers say that personaliza>on is the MOST IMPORTANT aspect of an interac>ve experience
$77BILLION
Will be spent on interac7ve marke7ng by2016
J
![Page 4: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/4.jpg)
Dissec>ng Audiences
J
![Page 5: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/5.jpg)
Iden>fy the Profiles
CRAZIES SMARTIES CASSONOVAS BRUTES SKEPTICS
DANCERS PARTIERS ITCHIES CREEPERS SCREAMERS
N
![Page 6: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/6.jpg)
Make Educated Guesses
x x x x x x x x x x
x x x x x
x x x
x x x
x x x
x x x x
Brains
Water
Beer
Young Adult
Injured
Loners
N
![Page 7: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/7.jpg)
J
![Page 8: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/8.jpg)
Welcome to Your Persona Group
Trick TreatNaughty
Nice
Adult costumeseeker
Planning aparty foradults
Kids costumeseeker
Planning aparty for kids
J
![Page 9: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/9.jpg)
How do we use Big Data?
Altering the user experience in response to predicted or expressed user preferences:
-‐ Explicitly-‐ Implicitly
N
![Page 10: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/10.jpg)
Welcome to Your Persona Group
Trick TreatNaughty
Nice
Adult costumeseeker
Planning aparty foradults
Kids costumeseeker
Planning aparty for kids
N
![Page 11: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/11.jpg)
N
![Page 12: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/12.jpg)
Trick or Treat?
Trick TreatNaughty
Nice
Adult costumeseeker
J
![Page 13: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/13.jpg)
![Page 14: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/14.jpg)
![Page 15: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/15.jpg)
Trick or Treat?
Trick TreatNaughty
Nice
Planning aparty foradults
N
![Page 16: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/16.jpg)
N
![Page 17: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/17.jpg)
N
![Page 18: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/18.jpg)
N
![Page 19: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/19.jpg)
Trick or Treat?
Trick TreatNaughty
Nice Kids costume
seeker
J
![Page 20: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/20.jpg)
J
![Page 21: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/21.jpg)
J
![Page 22: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/22.jpg)
Trick or Treat?
Trick TreatNaughty
Nice Planning a
party for kids
N
![Page 23: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/23.jpg)
N
![Page 24: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/24.jpg)
N
![Page 25: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/25.jpg)
Are you ready to use Big Data?
Data reali7es– Conduct a data inventory– Where are you geZng your data?– Does your data analysis match your audience segments?
– Can you match your data against your content?– Set up content “trigger points”
N
![Page 26: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/26.jpg)
Are you ready to use Big Data?
PlaGorm and Hos7ng reali7es (IT)– Is your site dynamic (Applica>on code driven)?– Is your site content database driven?– Can your site query Big Data?– Content management systems have evolved to include decisioning capabili>es
N
![Page 27: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/27.jpg)
When does it get creepy?
• Are you pregnant?• Take queues from real life
J
![Page 28: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/28.jpg)
Implementa>on Op>ons
• Base needs
• Intermediate Approach
• Advanced Approach
N
![Page 29: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/29.jpg)
Internal Resources
• Skill Set• Time dedica7on
J
![Page 30: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/30.jpg)
What do we do when we are wrong?
N
![Page 31: #MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis](https://reader033.vdocuments.net/reader033/viewer/2022060108/554cfe97b4c905ae138b55ff/html5/thumbnails/31.jpg)
Q&A
Thank you