personalisation, behavioral targeting and online mkt optimisation

INTRODUCING

PERSONALISATION,

BEHAVIOURAL TARGETING &

ONLINE MARKETING OPTIMISATION

AGENDA

On the subject of Behavioural Targeting,

Personalisation and Online Marketing

Optimisation.

Headline topics for the content are

1. Explain each concept

2. Highlight some good\bad examples

3. Describe how the Coremetrics applications can be

used to help our clients in this area.

USER CENTRIC APPROACH

Personalisation

Behavioural

Targeting Online

Optimisation

CREATING EXPERIENCES THAT BUILD RELATIONSHIPS WHICH DRIVE RESULTS

Behavioural Targeting Making the Online Experience Relevant

Sources: IAB UK, AOL Advertising, eConsultancy, Wikipedia,

We can attract prospects with customized campaigns according to their interests, engage site visitors with dynamic content in response to their conduct and desires, and put the right message in front of the right person at the right time. We can create a more pleasant and more individual buying experience. We can quickly identify the offers that will more likely convert those prospects to buyers.

Jim Sterne

Behavioural advertising enables advertisers to reach valuable customers no matter where they are surfing on the web. By targeting consumers behaviourally, advertisers can engage people when they are most receptive to their message delivering these with frequency and at scale.

Rob Blake, head of agency sales, AOL Advertising

GOALS: IMPROVING EFFECTIVENESS OF YOU MARKETING STRATEGY IMPROVING EFFICIENCY RE-TARGETING ADVERTS

The Idea:

Iqola was an invented energy drink – “the first drink to improve your IQ” – to build awareness for a new brand amongst a niche audience of senior media executives purely via targeted display advertising. The Campaign:

Spread over a three week period, the iqola campaign re-targeted everyone who registered online to attend a Microsoft Advertising organised conference on behavioural advertising in late September 2009. Impressions were delivered across AOL, Facebook, MSN, Specific Media Network and Yahoo! The Result:

50,000 impressions served.216 unique users.

67% of those polled recognised iqola as a brand they had seen online.

IQOLA Case Study


Sources: IAB UK

Yahoo has a 2-petabyte, specially built data warehouse, which it uses to analyze the behavior of its half-billion Web visitors per month, processing 24 billion events a day.

Yahoo! retains search requests for a period of 13 months.

In response to European Regulators Yahoo scrambles the last eight digits of a users IP address after three months, rendering them partially anonymous.

YAHOO PORTAL


Personalisation Making the Online Experience Relevant

Sources: eConsultancy, Wikipedia, Web Analytics Demystifies, Dave Chaffey

Personalisation involves using technology to accommodate the differences between individuals.

Wikipedia

Delivering customised content for the individual through web pages, e-mail or push technology.

Dave Chaffey

Web personalisation is about delivering targeted content and adaptive web experiences based on what you know about each visitor.

eConsultancy

Leveraging site visitor and customer profile data with marketing technology to create relevant and target conversations between customers and merchandises.

Coremetrics

GOAL: IMPROVING EFFECTIVENESS OF YOU MARKETING STRATEGY

Behavioural Targeting : Personalisation


Context – Relevant – Engaging – Automatic – Real Time – Enhancing Users Experience

4. Automatically served them the right product at the right time using the right channel using the right media format

1. Knowing your customer Buying Decision Making Process

a. New vs. Returning b. Historical buying behavior

models c. Immediate behavior d. Sources e. The Context f. The dynamic environment

2. Proactively anticipating their needs (Predictive Modeling)

3. Create “Real Time” Dynamic individual profiles.


IMPLICIT PERSONALISATION EXAMPLE

2. Tracked/monitored user behaviour as they navigate the website (Registered user).

1. Early adopter of personalisation technology to recommend products

3. Use a rules-based filtering model, based on "if this, then that" rules processing, couple with a collaborative filtering approach, which serves relevant material to customers by combining their own personal preferences with the preferences of like-minded others.

4. Email Re-Targeting model


IMPLICIT PERSONALISATION – SEARCH EXAMPLE

Bing personalises search results for all users based on an individual's previous searches.

Google uses factor weighting model which includes as variables factors as user history, bookmarks, community behaviour, site CRT and stickiness. Need to be logged in Google Account


EXPLICIT PERSONALISATION EXAMPLE

This is something like recommendation button shown along with the each search result, by pressing this button it will be shown in search results to your friends(your friends, chat and contacts in Google) that you have “+1’d this” (that you like or recommend this) if they have search for the same term.

When a visitor elects a profile that determines they will see content in a manner that it is specific to their requirements. Also known as Customisation


Personalised Subject Line: “I coulda been a contender”).

Strong, Simple Image: Timberland = boots – sponsoring the Sundance Film Festival in Park City = Snow

Simple Yet Provocative Headline Content

Navigation, Pre-header, and Mobile are all

IMPLICIT PERSONALISATION EXAMPLE

ISSUES WITH PERSONALISATION & BT Why some people are simply not interested

1. Anonymity preferred. Cookies deletion, log out.

2. Lack of relevance. People do not want a relationship with

companies that have no real relevance to them.

3. Lack of credibility. Relevant vs. Intrusion.

4. Lack of security. What about my personal details?

5. Technological barriers. Latest Mobile phone apps.

6. Infrequent contact.

7. Misunderstood terminology.

Personalisation When things go wrong

WRONG PERSONAS

Build around Company’s needs, not customers


A “targeted” email campaign, 'Dedicate a Flower for Mother's Day', supporting the initiative with "send to a friend" viral options and a link to the Interflora Site for information and purchase.

Mums received an email from Interflora's epartner Communicator, which included a link to the page where her message is featured, and a confirmation email is sent to the poster.

AN EMAIL EXAMPLE – WRONG TARGETED SEGMENT

Badly targeted: It was sent to everyone in their mailing list


AN EMAIL EXAMPLE – WRONG TECHNOLOGY

SO Big Brother

Behavioural targeting When things go wrong

I made the mistake of clicking an ad re those websites once, more than 2 months ago.

They are still appearing in disparate and not contextual sites.

INTRUSIVE AND OUT OF CONTEXT

ADS

5. Lack of Resources/Budget

Inaccurate Attribution Online Marketing Model (last session or last click 100% attribution)

1. Technological Barriers (first vs. last touch strategy), vendors limitations

2. Historical data not fully available or too difficult conciliating diverse data sources

ONLINE MARKETING OPTIMISATION To capture and maintain your most valuable segment

4. High Risk in developing model fitting the past but predicting poorly the future

3. Segmentation based on inaccurate Personas

6. Continually test your results

1. Identify an universal key point, e.g. Order ID – depending on business objectives.

2. Conduct Path Analysis, Historical Customer Purchasing Cycle, e.g. last 3-6 months days data (proper

segmentation)

3. Click sequence analysis before purchasing – timing depends on product/industry. Use at least the last known 4 touch points

Econometrics↔ Multivariate Regression↔ (Math) Optimisation Model ↔ ?

ONLINE MARKETING OPTIMISATION To capture and maintain your most valuable segment

In Order to Boost Avg Order Value, Increase Conversion, strength loyalty and retention we need to unlock the Jewel Box

4. Build a MKT attribution model

5. Predicting Model and automatic services

Q & A ?

personalisation, behavioral targeting and online mkt optimisation

Business