contextual personalization
DESCRIPTION
What to know about contextual personalization. [Brit Version]TRANSCRIPT
Don't Become
Brand Spam.
Fight Back
with Context!
© 2014 Webtrends, Inc. 1
© 2014 Webtrends, Inc. 2
factsthe
© 2014 Webtrends, Inc. 3
Blimey!
facts
The average Brit has 260 emails unopened in their inbox
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of these emails are from brands
of Brits say brand spam drives them mad
facts
56% 84%
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Brilliant!
facts: get personal
The average Brit has 260 emails unopened in their inbox
81% of Brits respond positively when they receive personalized content from a brand
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of those who NEVER open emails say they would if the subject line was
personalized
of the people who SOMETIMES open brand emails say they would if it
was personalized
facts: get personal
60% 82%
© 2014 Webtrends, Inc. 7
challengethe
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Personalization isn’t what it used to be
challenge
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challenge
Marketers are faced with the process of customer’s
“Self-selecting.”
Ignoring emails that they signed up for but are simply not
relevant at the time they are sent–personalized or not.
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solutionthe
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What IF brands could improve personalization by understanding the context of each customer’s visit?
solution
Because it’s all about relevancy,contextual relevancy
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At Webtrends, we call that...
contextual personalization!
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Wicked!
solution
So... what is contextual personalization?It’s the combination of historical and real-time data to come to
context-sensitive insights about customers.
Contextual
Time of day, current site activity,
weather, device
Personalization
Purchase history, personal
preferences, demographic (age, gender, etc)
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insight!personal + contextual =
Let’s see an example...
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solution: contextual personalization
Hello!
Meet Jill...She is a fashion-loving female
who has purchased items
from this retail site in the past.
Today she is visiting the site
from her mobile device,
looking at women’s shoes on
a rainy day in London, where
she lives.
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solution: contextual personalization
Personal
Jill-27
London
Historical
Contextual
12:31 p.m.
Mobile
Shoes
Rain
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solution: contextual personalization
Because we know from historical data
that Jill is a frequent shoe-shopper
and from real-time data that she is
browsing via mobile, from London,
on a rainy day, we can recommend a
deal on wellies – likely the item Jill was
looking for!
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solution: contextual personalization
© 2014 Webtrends, Inc. 19
w e b t r e n d s
learn: download the whitepaper!
Want to learn more about
Contextual Personalization?
Download the whitepaper here
© 2014 Webtrends, Inc. 20
Contextual PersonalizationThe next frontier in customer engagement.John Fleming – Marketing Director, Webtrends EMEA & AsiaPac
Webtrends® Whitepaper © 2014 Webtrends, Inc. All Rights Reserved