poor man’s personalization w/ gmp · 2020. 1. 28. · increase their average order value by up to...
TRANSCRIPT
Poor Man’s Personalization
w/ GMP
Sayf Sharif, VP of Analytics @sayfsharif
Has This Happened To You?
My Profile, History, Recommendations. All Gone.
We’ve gotten spoiled
I Never Saw The Last Episode of Star Blazers
91% prefer brands who employ personalization79% expect personalization
74% will share data for personalization
Mary Meeker’s Internet Trends Report 2019https://www.getg5.com/mary-meekers-internet-trends-report-2019-what-marketers-need-to-know/
They expect it. So what?
64% of companies rated customer
experience as the best tactic for improving Customer Lifetime Value, followed by
better use of data and personalization.
93% of companies see an uplift in Conversion
Rates using personalization
Online retailers increase their Average Order Value by up to 33% after introducing
personalization
Personalization can increase the Marketing Efficiency by up to 30% delivering better cross
channel ROI.
Personalization techniques generated
17% more Revenue and were able to realize ROI of upwards of $20 for every dollar invested.
The Goal Today
● How To Use Personalization Techniques Today● How To Do It Without Expensive Software● How To Do It Without Tons of Dev Time● How To Do It Without Being Creepy
Target and the Pregnant Teen(You’ve all heard this one before)
Target & The Pregnant Teen
“...we learned that some women react badly”
Relevance & The Reticular Activating System
“As long as we don’t spook her, it works.”
The Problems With Personalization(Let’s Get These Out of The Way)
The Problems With Personalization
Structural
● Lack of Buy-In● IT Resources● Lack of Integration
Functional
● Lack of Awareness● Lack of Consent● The Filter Bubble● Content Fatigue● Blanket Algorithms● Being Creepy
Lack of Buy In
Only 7% of organisations identify personalization as their number one priority
Gartner for Marketers report predicts 80% will stop investing in Personalization over next five years
27% believe that data is the key obstacle to PersonalizationStudies by Pure360, Gartner, Econsultancy Digital Trends
Lack of IT Resources
1 out of 4Study by The Relevancy Group
Lack of Integration
66% ‘technology platforms are not sufficiently joined-up’
70% no single source of truth for customer intelligence
Bridging the Customer Experience - Econsultancy
Median number of Data sources: 15
Those are Structural… Now for the Functional...
Lack of Awareness
Lack of Consent
Echo Chambers & The Filter Bubble
Content Fatigue
Blanket Algorithms
Being Creepy
How To Do Personalization Right(with some actual examples)
How To Do Personalization Right
● Give Customers Control
● Be Invisible
● Only Use Some Of Your Data
● Reduce Information & Choice
Overload
● Be Contextually Relevant
● Behavior Based Personas
● Seamless Experience
● Real-time Data & Messaging
● Dynamic Content & Rendering
● Broaden Your Segments
● Mix it Up
Give Customers Control
Be Up Front About It (and honor GDPR obviously)
Be Invisible
Only Use Some of Your Data
Reduce Information & Choice Overload
Contextually Relevant
Personalization with Google Tag Manager
Create a Variable
If the variable is true, modify the style
Trigger it on the right pages
Personalization with Google Tag Manager
32X More Likely To Convert
Behavior Based Personas
Creating Behavioral Audiences
Session 1Views one piece of residential content
Session 2Views residential content, downloads a help article and plays video content geared toward homeowners
Session 3Views one piece of residential content
Unique User Profile | ScoreResidential | r:5 | c:0
Residential score of 5Commercial score of 0
You can make em even more complicated
Apologies for the upcoming slightly outdated slides...
Step 1:Create “1st Party Cookie” Variables
Step 1:Create “1st Party Cookie” Variables
Step 1:Create “1st Party Cookie” Variables
Cookie 1: “residential value”Cookie Name: “ltr”
Cookie 2: “commercial value”Name: “ltc”
Cookie 3: “current profile”Name: “ltp”
Step 1:Create “1st Party Cookie” Variables
Step 2:Create Custom HTML Tag
https://seer.is/user-scoring-script
https://seer.is/user-scoring-script
Step 3:Trigger the Custom HTML Tag
Step 3:Trigger the Custom HTML Tag
Step 4:Add Values to a Custom Dimension
Step 5:Don’t forget to add the Dimension in GA
Step 5:Don’t forget to add the Dimension in GA
Step 5:Don’t forget to add the Dimension in GA
Step 5:Add Values to a Custom Dimension
Step 6:Create Your GA Audience
Step 6:Create Your GA Audience
Step 6:Create Your GA Audience
Step 6:Create Your GA Audience
What the results were for Amerigas
Improved CVR for residential audiences
Creating Behavioral Audiences
Once you get “buy in”...
Seamless Experience
Real-time Data & Messaging
Television Attribution Analysis
1536 New Sessions0.05% CVR
$80 CPA50,187 New Sessions
2.3% CVR
$0.48 CPA
Television Attribution Analysis
60%higher conversions per impression
48%higher conversion rate
69% higher conversions on site
Site Personalization Based on Ads
Dynamic Content & Rendering
Dynamic Content & Rendering
Dynamic Content & Rendering
REGION INITIAL TEMPERATURE THRESHOLD TIMING
TEMPERATURE CHANGE TRIGGER
1 56° October 1 -6°
3 62° September 20 -5°
4 49° September 20 -4°
6 44° October 15 -7°
A Few Last Caveats
Broaden Your Segments
Mix it Up
Bonus: Optimize 360(yes it costs money)
Bonus: Personalization with Optimize 360
Bonus: Personalization with Optimize 360
Bonus: Personalization with Optimize 360
Bonus: Personalization with Optimize 360
Bonus: Personalization with Optimize 360
Summing Up
Solutions
● Give Customers Control
● Be Invisible
● Only Use Some Of Your Data
● Reduce Information & Choice
Overload
● Be Contextually Relevant
● Behavior Based Personas
● Seamless Experience
● Real-time Data & Messaging
● Dynamic Content & Rendering
● Broaden Your Segments
● Mix it Up
Problems
● Lack of Buy-In
● IT Resources
● Lack of Integration
● Lack of Awareness
● Lack of Consent
● The Filter Bubble
● Content Fatigue
● Blanket Algorithms
● Being Creepy
Thanks!
Sayf Sharif, VP of Analytics @sayfsharif