prwd reveal 2015: online experience personalisation - oren cohen
TRANSCRIPT
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Online Experience Personalisation Oren Cohen
Optimizely
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How People Imagine Their Conversion Funnel
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Personalisation the Wrong Way
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Personalisation the Right Way
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The Disconnected Data Desert!
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The Analytics Swamp!
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The Mountains of Development Work!
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The Cliffs of Uncertainty!
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Getting Started with Website Personalisation
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80/20 RULE
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3 Personalisation Attribute Types
Contextual Demographic Behavioural
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Contextual
Indicates a current state, but changes over time
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Demographic
Based on an individuals personal attributes
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Behavioural
Grouping based on current or past behaviour
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3 Personalisation Attribute Types
Contextual Demographic Behavioural
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+123%Clicks!!
Original - No Personalisation Variation - Targeted for Healthcare
Demographic
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+19%Sign-Ups!!
Contextual
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+37%Sign-Ups!!
Behavioural
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Personalisation the Right Way
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Visual Tagging!Instrument behavior
without code!
Tracking APIs!Capture events & tags!
programmatically!
User Lists!Upload audiences from!
any source!
Integrations!Import/export audiences
with one click!
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Audience Explorer!Explore your data
and discover patterns!
Recommended Audiences!Predictive analytics surfaces
interesting segments!
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5%! 95%!
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A! B!
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A! B!
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A! B!
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Measure Lift!Learn which changes work,
measure your impact!
Stats Engine!Personalize with the!
confidence of an AB test!
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but theres hope!
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Go To: www.op)mizely.com/Personaliza)on