planning for personalisation: partnering planning with tech to push the personalisation agenda
TRANSCRIPT
Planning for PersonalisationPartnering Planning with Tech to push the personalisation agenda
@Becquers
Paul Becque (Tangible)
#signalnoise #personalisation
Be ready to share…
CELLO SIGNAL
# Which of your clients are really pushing personalisation of comms?
# What opportunities are there to help clients that are lagging?
# What are the barriers you face?
?CELLO SIGNAL
A dynamic adapting conversation based on knowledge about the individual
and driven by data
ContextualReacting in real-time to behaviors, time of day, current location and conditions can be highly relevant and very persuasive.
• During the so-called Snowmageddon of 2015, Nick Jr. created an email campaign to help parents with children at home during a ‘snow day’
• Content adapted in real-time according to the local forecast
• People affected by snow received a ‘Snow Day’ email
Results:
A 75% higher click-through than the control.
CONTEXTUAL PERSONALISATION
• One of many contextual Finish Line email campaigns
• It used geo-targeting to display the
basketball kit of the college team closest to the location of each recipient upon open.
Results
+300% click-through rates+100% open rates+50% email revenue
CONTEXTUAL PERSONALISATION
• AutoTrader created contextual driving tips that adjusted to live weather conditions.
Results
+93% click-through rate
CONTEXTUAL PERSONALISATION
By using weather-targeted,responsive emails,Allen Edmonds saw morethan a 300% increase inclick-throughs.
CONTEXTUAL PERSONALISATION
{Personalised in-email infographicsEven simple information like electricity usage cleverly presented can add service and value.
PERSONALISATION USING PERSONAL DATA
To the owner of this household the detail about their fuel consumption with this film and how that compares in their neighbourhood is enlightening and engaging.
PERSONALISATION USING PERSONAL DATA
Suggested tile ads will be presented to Firefox users, based on their browser history
PERSONALISATION USING PERSONAL DATA
Interactive infographics like this are a great way to either present personal information or even collect data to then use in future comms.
PERSONALISATION USING PERSONAL DATA
Giving customers live information makes this communication informative. And, creates a sense of ‘personal service’.
PERSONALISATION USING PERSONAL DATA
The simple addition of a map showing customers where they can redeem reward points - the next best thing to having a personal guide.
The emails with maps increased click-through rates by 66.67% over the emails without maps.
31% of all clicks going to the map.
PERSONALISATION USING PERSONAL DATA
This film shows how elegantly simple personalisation can be used in a personalised video. These films can be produced and served up almost instantly. almost instantly.
PERSONALISATION USING PERSONAL DATA
Using facial recognitionwe now have the capability of showing ads based on sex and age.
AMBIENT PERSONALISATION
Virgin are using Google glass with face recognition to greet at help their first and business class customers.
AMBIENT PERSONALISATION
55%
…of UK consumers would be more likely to buy from retailers
if they were services with targeted, relevant offers
[Source: Infosys 2015, sample 1000 UK consumers]
78%…of consumers want personalised experiences through all engagement
channels, perfectly tailored to their personal
needs
[Source: Accenture research, 2015]
CONSUMER ARE COMING WITH US
14%
…are interested in on screen offers in fitting rooms.22%
…of us would use cameras in fitting rooms to share with friends via apps or social media
[Source: Accenture’s Technology Lab]
40% …of us want to check if products are available in-store via an app.
CONSUMER ARE COMING WITH US, BUT CAUTIOUSLY
“Technology has progressed far faster than business and marketing’s ability to re-define itself around
personalised delivery. Hence we find today a situation where personalisation, at scale, is for the first time
theoretically possible but few have mastered it”
Giles Pavey – Chief Data Scientist, Dunnhumby
“It seems as if personalisation is about to cross a marketing Rubicon into territory where progress is not
answering consumer demand but is progress for progress sake. Maybe it’s time to let the consumer
catch-up”
Nigel Collett – Chief Executive of RPA group
…of marketers report that personalisation increases customer engagement and improved conversions.
[Source: eConsultancy]
74%
84%…of digital marketers report that personalisation has directly impacted customer retention and loyalty.
[Source: ExactTarget & Forrester]
MARKETERS BELIEVE
We can help clients get the value from personalisation capabilities…
…and help sell in tech capability when it comes WITH the planning support to use it.
HEADER
1. Customer mapping & understanding
2. The value of personalisation
HOW PLANNING CAN DRIVE THE PERSONALISATION AGENDA
HEADER
1. Customer mapping & understanding
2. The value of personalisation
3. The data and the triggers to drive personalisation
HOW PLANNING CAN DRIVE THE PERSONALISATION AGENDA
HEADER
1. Customer mapping & understanding
2. The value of personalisation
3. The data and the triggers to drive personalisation
4. Strategies to acquire the right data, in volume
HOW PLANNING CAN DRIVE THE PERSONALISATION AGENDA
HEADER
1. Customer mapping & understanding
2. The value of personalisation
3. The data and the triggers to drive personalisation
4. Strategies to acquire the right data, in volume
5. Detailed planning of cross-channel content
HOW PLANNING CAN DRIVE THE PERSONALISATION AGENDA
HEADER
1. Customer mapping & understanding
2. The value of personalisation
3. The data and the triggers to drive personalisation
4. Strategies to acquire the right data, in volume
5. Detailed planning of cross-channel content
6. Optimisation of personalisation ROI
HOW PLANNING CAN DRIVE THE PERSONALISATION AGENDA
The drinks giant is positioning its
marketing strategy around three (new) Ps:
personalisedpredictive partnerships
Time to share….
# Which of your clients are really pushing personalisation of comms?
# What opportunities are there to help clients that are lagging?
# What are the barriers you face?