segmentation vs personalisation - digital in kent - 20th april 2016

@SagittariusMktg @JoshWhiten

Josh Whiten Digital Marketing Director

Segmentation versus PersonalisationDigital in Kent 20/04/16

my journey.› 1991 clientside marketing› 1998 marketing consultancy› 2002 digital marketing consultancy› 2009 small digital agency› 2014 large digital agency

@SagittariusMktg @JoshWhiten

the agency.›Based in Ashford and London› Team of 23 (and looking for more)› Travel, health and wellbeing, ecommerce

@SagittariusMktg @JoshWhiten

growth acceleration programs.

digital marketing that drives traffic and creates raving fans.

ecommerce websites and apps that convert more sales.

@SagittariusMktg @JoshWhiten

@SagittariusMktg @JoshWhiten

seo paid search social strategy content marketing email marketing

website design & build mobile u/x and optimisation global ecommerce digital transformation

growth acceleration programs.

@SagittariusMktg @JoshWhiten

recognition.

what are they and why should we care?

@SagittariusMktg @JoshWhiten

@SagittariusMktg @JoshWhiten

in a digital context...› Segmentation is targeting your marketing

based on what you know about individuals

› Personalisation is adapting your marketing based on what you know and what users do

but this is nothing new

@SagittariusMktg @JoshWhiten

@SagittariusMktg @JoshWhiten

models.

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the different stages of the consumer journey.

examples.

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Attention Interest Desire Action

Unawareness Awareness Comprehension Conviction Action

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channels.

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Image: Josh Whiten

@SagittariusMktg @JoshWhiten

Image: Josh Whiten

now.

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• the channels have changed

• but some things remain the same

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Image: Josh Whiten

@SagittariusMktg @JoshWhiten

Image: Josh Whiten

@SagittariusMktg @JoshWhiten

channels play different roles in the customer journey.

examples.

@SagittariusMktg @JoshWhiten

Attention Interest Desire Action

Unawareness Awareness Comprehension Conviction Action

@SagittariusMktg @JoshWhiten

the past meets the future.› Segmentation has been marketing

theory for decades

› Personalisation has evolved thanks to the latest technology

@SagittariusMktg @JoshWhiten

but enough theory.

audience participation.

@SagittariusMktg @JoshWhiten

Image: http://nos.twnsnd.co/

1. stand up if you’re a business owner.

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2. stand up if you are employed in marketing.

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3. stand up if you’re from an agency or a consultant.

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you’ve been segmented.

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interested in digital

@SagittariusMktg

business owners employed in

marketing

agency people

interested in digital

@SagittariusMktg @JoshWhiten

now for personalisation.

@SagittariusMktg @JoshWhiten

›Adapt my content›Adapt my format›Adapt my delivery›Cross reference other data

context.

@SagittariusMktg @JoshWhiten

Image: http://nos.twnsnd.co/

making it happen.

@SagittariusMktg @JoshWhiten

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data is the key.

@SagittariusMktg @JoshWhiten

Image: Flickr

@SagittariusMktg @JoshWhiten

b2c segmentation.›Demographics› Interests ›History›Value

Image: Flickr

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b2b segmentation.›Role or responsibility›Company›Vertical or sector›History ›Value

Image: Flickr

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personalisation by context.

@SagittariusMktg @JoshWhiten

personalisation by channel.

@SagittariusMktg @JoshWhiten

personalisation by journey stage.

Source: Think With Google

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hands on examples

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segmenting via facebook insights

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uk teachers.

segmenting via google

analytics.

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what we use

what’s available

Image: Flickr

analytics segments.› Campaign› Source / Medium› New / Repeat› Super Users› Device› Converting / Non-Converting

@SagittariusMktg @JoshWhiten

@SagittariusMktg @JoshWhiten

email personalisation.

Image: Sagittarius

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ppc personalisation.

Image: Josh Whiten

@SagittariusMktg @JoshWhiten

campaign personalisation.›Landing page relevance and intent›Google Search Remarketing (RLSA)›YouTube video creative remarketing›Facebook Ads remarketing for Page Likes›Context – time of day, season, day of week

@SagittariusMktg @JoshWhiten

website personalisation.›Reducing the Friction› Improving User Experience›Conversion Rate Optimisation›Mapping user and behaviours›Building engagement scores›Personalising the content

22%less bounce

rate

7%more holiday

searches

32%more hotel page

views

107%increase in

facebook likes

120%increase in customer

feedback

55%more conversions to

booking process

ski weekends.

@SagittariusMktg @JoshWhiten

@SagittariusMktg @JoshWhiten

device and locationpersonalisation.

Image: Sagittarius

recap.›Segmentation = data›Personalisation = decisions

@SagittariusMktg @JoshWhiten

in the past....

we segmented by who users are

@SagittariusMktg @JoshWhiten

in the future...

we’ll personalise by what users do

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if you’re still in doubt...

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“the future is now”

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Peter Drucker

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thank you.

@SagittariusMktg @JoshWhiten