personalisation for the 21st century marketer
DESCRIPTION
In this talk for Smart Data Analytics Forum, Ian McCaig talks you through how to get the most out of your personalization with 6 simple, straightforward steps. Find out how you can drive conversions and get the most out of your ecommerce site.TRANSCRIPT
Personalisation for the 21st century marketer
Ian McCaig@QubitGroup
Monday, 17 June 13
Understandvisitors
Break down IT barriers
Personalise websites
What we do
@QubitGroupMonday, 17 June 13
Digital marketing: Ad tech made optimisation pretty easy
3
Digital marketing AD tech +ROI
Search
Display
Social
Monday, 17 June 13
Conversions have now got a whole lot more important
4
CPC Growth
+288%2005-2010
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Driving conversions isn’t always easy
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Impossible to beat amazon
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CoachReturning customerFirst timer
Three types of boxer
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First timer: browsing aimlessly, nothing in basket
Best sellers
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Returning customer: specific search or logged in
welcome backYour recommendations
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Coach: multiples of same item in basket
Punch bag details:----
Item added:You’re £34 away
from 15% discount
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52% agree that ‘the ability to personalise web content is fundamental to their online strategy’Source: Econsultancy 2013
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72% agree they ‘understand importance of personalisation, but don’t know how to do it’Source: Econsultancy 2013
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Key products
Best seller
Specialoffer
What is personalisation?
Latest stock
Impulse products
Monday, 17 June 13
Website personalisation is...
Messaging Offers Announcements
Theme and layout Recommendations Widgets
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For all the different types of people who visit your site
Basket casesPeople who put things
in their basket and don’t buy
Lost soulsOn site search users who never find what they're looking for
First timersNew users in
need of brand reassurance before
they engage
Careful spendersPeople who leave long gaps between making
purchases
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Optimising all your different technologies as well
Recommendations
Live helpMerchandising
Reviews Retargeting
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Modern businesses should be able to enjoy 10% conversion rates
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Which businesses are thinking like this?
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Data drivenCreating new a heart around digital
Facebook/Google/Apple generation
Forward thinking consumer-focused businesses
Monday, 17 June 13
Data drivenCreating new a heart around digital
Facebook/Google/Apple generation
Forward thinking consumer-focused businesses
Monday, 17 June 13
Data drivenCreating new a heart around digital
Facebook/Google/Apple generation
Forward thinking consumer-focused businesses
Monday, 17 June 13
Delivering personalisationin six steps
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1. Choosing the right mix of technologies
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Content Management Systems haven’t adapted enough
Analytics; but this didn't move beyond a reporting function in a company- Web analytics- Site diagnostics
TMS; to help marketers deploy 3rd party technology and manage their data - Tag management- Data management
Optimisation; focused on site optimisation but drove limited ROI- Testing- Targeting
CMS
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The technologies needed for personalisation
Data structuring and collection
Insight and analytics
Widgetsand apps
Messaging,personalisation
platformTesting
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Penetration of Analytics
99%
AnalyticsDoes not use analytics
Analytics
WithoutWith
@QubitGroup
Qubit research on technology adoption in travel and retail
Monday, 17 June 13
Penetration of Analytics
99%
AnalyticsDoes not use analytics
Penetration of testing and targeting
66%
34%
T&T technologyNo T&T technology
Analytics Testing & Targeting
WithoutWith
@QubitGroup
Qubit research on technology adoption in travel in retail
Monday, 17 June 13
Qubit research on technology adoption in travel in retail
Penetration of Analytics
99%
AnalyticsDoes not use analytics
Penetration of testing and targeting
66%
34%
T&T technologyNo T&T technology
Penetration of TMS
78%
22%
TMSNo TMS
Analytics Testing & Targeting Tag Management
WithoutWith
@QubitGroupMonday, 17 June 13
2. Getting the right skills in house
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Businesses used to have a head of electricity...
Monday, 17 June 13
Building an organisation for the future
Development
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DevelopmentDigital
Marketing
Building an organisation for the future
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Development
Acquisition
Merchandising
Retention
Building an organisation for the future
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Development
Acquisition
Merchandising
Retention
Analyst / Data Scientist
Agency
Building an organisation for the future
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It can help your business work more efficiently
Development
Analyst / Data Scientist
Agency
Merchandising
Optimisation
Retention
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the shortage in data scientists by 2017
190K
New skills are in demand
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CMOs need to become CMIOs!
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Future CMO
Uses tech as a must have tool
Present CMO CIO
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3. Collecting the right data
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Visitor behaviour has changed; traditional tools don’t work
Then: The purchase funnel
Now: The custumer decision journey
Awareness
Familiarity
Consideration
Purchase
Loyalty
Evaluate
Commit
Experience
Consider Buy
Interest trigger
Decision trigger
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More advanced models are now required
Quantitative dataUniversal Variable structures all the data from each page
Your products are hard to
find
< navigation >
< description >
< price >
< image > < colour >
Qualitative dataVisitor Opinion gathers useful
insight as people leave the page
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Universal Variable: data collection for the 21st century marketer
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4. Finding insights you can act on
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Visitors arriving at lunchtime are 33% more likely to purchase than at other times of the day
Time of day
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Qubit research, 2013
Monday, 17 June 13
Geo insights
The average US customer coming to a UK website is worth over three times as much as a UK customer to your business
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Qubit research, 2013
Monday, 17 June 13
Chrome users are the most price sensitive - they’re 7% more likely to complain about price!
Browser
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Qubit research, 2013
Monday, 17 June 13
Browser insights
Internet Explorer users are much more likely to convert than other browser users
Qubit research, 2013
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5. Deliveringpersonalisations
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A new means of delivery, led by the marketer
A presentation layerDiscovering insights, delivering content, offers and widgets to your site; through your browser
CMS / eCommerce platform
A data layerTag Management deploys your technologies and aligns your data
Website
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The ability to target on precise variables
Amount in basket Search query Referrer
Shopping behaviour
Product criteriaBrowser or device
Geo location Stock availability Any JS variable
e.g. people who put more than £75 stock in their basket and look like they’re about to leave the page
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Act quickly
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6. Measure performance
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Site optimisation vs Merchandising
50% 50%
95%
5%
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AB Testing Campaign delivery
• Optimisation led• Find best variation for
specific customer segment• Test and push winning
variation live• E.g. testing new landing pages
• Campaign led• Serve to all relevant customers. • Run 5% global control to learn
about impact of campaign• E.g. 75% off end of season
stock announcement
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A need for constant measurement
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7% conversion uplift For Crew Clothing
55
New visitors encountering the brand for the first time.
Three layers designed to increase brand engagement; email sign-up, free delivery and customer service promise.
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Worked example
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biceps
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bicepsBehavioural data
InsightContent
ExecutionPerformance
Simple workflow
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French Connection
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Behavioural data
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InsightPaid and natural search had low conversions and complained about price
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ContentAn on-page message layer
A simple message encouraging this segment to buy and experiment with FCUK products.
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ExecutionThe message was served to all visitors on paid and natural search
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Performance
7.3% conversion uplift
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Simple workflow
Behavioural data Insight Content Execution Performance
Simple workflow
two weeks@QubitGroup
Monday, 17 June 13
Closing thought
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Utility web
Forward thinking consumer-focused businesses
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App storesUtility web
Forward thinking consumer-focused businesses
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Experience webApp storesUtility web
Forward thinking consumer-focused businesses
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Sign up for the Forrester research
Sign up here:bit.ly/qubitforrester
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Some Qubit research you might enjoy
71
bit.ly/quresearch bit.ly/qutech
Monday, 17 June 13
Thanks
Follow us @QubitGroup
Monday, 17 June 13