The Future of PersonalizationOctober 2016

@Hazjier

Hazjier PourkhalkhaliLead Consultant, Optimizely

u Lead consulting strategy for Optimizely Services worldwide

u Manage global Quarterly Business Reviews program

u Product Owner, Metricsfor Optimizely X

@HAZJIER

A tale of two appsPlaying the next episode of the last show you watched

Steps to play last episode:1. Scroll to Continue Watching2. Optional: Scroll to episode3. Tap episode

Steps to play last episode:1. Tap hamburger icon2. Scroll to category3. Tap Comedy category4. Scroll to Show5. Tap show6. Tap Seasons7. Select season8. Tap episodes9. Scroll to episode10. Select episode11. Tap play episode12. Tap confirm play

Seamless Handovers

Intelligent Funnels

Targeted Messaging

Recommendations

@Hazjier

@Hazjier

@Hazjier

+113%ContentViews

+117%FunnelEntries

Case Study: Obama Contribute Form

@Hazjier

DONATE NOW

PLEASE DONATE

WHY DONATE?

DONATE AND GET A GIFT

CONTRIBUTE

UnregisteredUsers

RegisteredUsers

ReturningDonors

0.0%

+2.3%

-27.8%

+15.2%

+8.5%

0.0%

+27.8%

N/A

-24.6%

+2.9%

0.0%

+16.3%

N/A

+11.9%

+18.4%

@Hazjier

Intelligent Funnels

Targeted Messaging

Recommendations

Seamless Handovers

@Hazjier

+26%SIGNUPS

PERSONALIZEDORIGINAL

+24%Click to Sale

+30%Add-to-Cart

+210%Conversions

Seamless Handovers

Targeted Messaging

Recommendations

Intelligent Funnels

Content Download

Attend Event

Sales Meeting

Account Sign-up Activation

Small Business

Mid-Market

Enterprise

@Hazjier

1 2 3

1 2 3 4

1 2 3 4

Example: Company segment

SMALL BUSINESSES ENTERPRISE

@Hazjier

Example: Funnel stage

PRE-SALE POST-SALE

@Hazjier

Experiment: Branded Google SEM Traffic

@Hazjier

Experiment: Branded Google SEM Traffic

+20%Conversions

@Hazjier

Case Study: Behaviorally targeting tire shoppers

<TARGETED TIRE OFFER> Buy 1, Get 1 Free!

+30%Add-to-Cart

+12%Product View

+18%Revenue

+10%Checkout

@Hazjier

Seamless Handovers

Intelligent Funnels

Targeted Messaging

Recommendations

@Hazjier

+30%ViewedArticles

ACCESSORIESOFFICE

PHONES

CONSOLES

TABLETS

ACCESSORIES

§ Co-browse:Viewers also viewed

§ Co-buy:Buyers also bought

§ Popular:Most frequently viewed

§ Recently viewed:Continue your journey

§ User-based:Recommended offshared behavior

Intelligent Funnels

Targeted Messaging

Recommendations

Seamless Handovers

ThankYou!

@HAZJIER