real-time personalization in action (alvin glay)
DESCRIPTION
Focusing on targeting customers in a near instantaneous manner and using specific data points to personalize messages and product offerings across all channels and devices is crucial to success. The pace of technological change is shifting customer expectations, both consciously and subconsciously, and marketing in real time not only creates a truly relevant customer experience, but also differentiates your company from the rest. Here Verizon’s Alvin Glay explains how the telecom giant has used real-time marketing to make its customer experience more personalized, relevant, and ultimately, more profitable.TRANSCRIPT
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#monetatesummit
Real-Time Personalization in Action
AlvinGlay, Verizon Wireless
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Agenda
• Personalization overview • Why it matters • Biggest barriers • Our approach to personalization • Personalization in action
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Defining Personalization
Personalization is: • The right content for the right person at the right time Personalization is not:
• A/B testing • UX “fixes”
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Consumers Want to be Accommodated
Source: Econsultancy / Monetate Real-Time Marketing Report
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Consumers Want to be Accommodated
“Consumers are now used to having everything they want, when they want it. There is no margin for error anymore for the wrong message, the wrong time, the wrong audience or the wrong product.”
Source: Econsultancy / Monetate Real-Time Marketing Report
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Benefits of Personalization
Source: Econsultancy / Monetate Real-Time Marketing Report
Perceived Benefits:
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Benefits of Personalization
Source: Econsultancy / Monetate Real-Time Marketing Report
Companies reported a 26% uplift in conversion rate
coming from real-time marketing activities
Perceived Benefits:
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It’s Everywhere
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It’s Everywhere
Source:'Amazon.comSource:'Google.com'
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Source: Econsultancy / Monetate Real-Time Marketing Report
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…but it’s not the easiest thing to start doing
Barriers to effective real-time marketing
Source: Econsultancy / Monetate Real-Time Marketing Report
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Personalization onVerizonWireless.com
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The Verizon Wireless Customer
Example Customers • Prospects • Techies • Fitness experts • Innovators • Early adopters • Brand loyalists • Comparison shoppers
There are many unique customers, all shopping multiple products and categories:
Buying... • Network • Device • Home services • Accessories
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Making the Choice:Partnering with Monetate
A Winning Product • Make multiple site-wide changes for multiple segments without
requiring any IT involvement • Speed to market, we can start right now, no development deployments • Run multiple experiences at the same time for different segments
Full-Service Digital Optimization and Personalization Team • Strategic services • Innovative recommendations/guidance • Great collaboration and partnership
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• Monetate, eCRM, BlueKai, Neustar
Approaching Personalization• Tools we use to approach personalization:
• Our people/corporate strategy
• Monetate• Agencies• Partners• Multiple team members
• Who we use to implement personalization across the site:
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!
• Verizon initially focused on high-volume, and then shifted to high-value segments.
!
• Through this, we learned that it is okay to start out with simple campaigns.
Figuring Out Where to Start
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Phases of Personalization
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Phase 1
Macro Segments New/Returning Geo-location
Mobile/Desktop
Phases of Personalization
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Phase 1
Macro Segments New/Returning Geo-location
Mobile/Desktop
Phase 2
Key Segments Marketing Channel
Product Affinity Loyalty
Phases of Personalization
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Phase 1
Macro Segments New/Returning Geo-location
Mobile/Desktop
Phase 2
Key Segments Marketing Channel
Product Affinity Loyalty
Phase 3
Personas Life-Cycle
Multiple Attributes Driven by Phase 1 & 2
Phases of Personalization
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Phase 1: Start Using Macrosegmentation, High Volume
Start off looking at consumer segments
at a high level (i.e. new vs. returning)
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Start combining segments with each other to move toward a more personalized site experience.
Phase 2:Moving From Macrosegments to Key Segments
Additional target options: • iPhone vs Android • Urban vs Suburban • High-purchase frequency • Affiliate network shopper
• New visitors coming from key search terms
• Previously purchased X product • May Like Y
Examples of key segments:
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Phase 2 Example: Affiliate Segment
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Phase 2 Example: Galaxy Gear
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• Use data from Phase 1 and Phase 2 to build and drive persona-based examples
Phase 3:Driving Persona-Based Experiences
• This is the ultimate goal of personalization: to have your customers feel as if their website experience is totally unique
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!
• High penetration and high LTV • Highest rate of connected tablet ownership • Most tech-savvy group • First to buy new technology and fashion • Heavy travelers and users of public transit • Likes a good deal but will also pay more for quality • Online activity includes fantasy sports, shopping, travel
Verizon Wireless Personas
Big city couples
Customers close to deactivation• On-site behavior showing that they may be
close to closing their accounts • 3rd party data indicating in-market for
competitive providers
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• Challenge: To successfully motivate users to complete transactions within the online channel instead of going to Verizon store locations !
• Hypothesis: Users who seek physical Verizon Wireless store locations via search engines and the store locator page can successfully be pulled back into the online channel when the value propositions of online options are reinforced
Phases of Personalization in Play
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• Added a banner and dynamic text offering free shipping on the store locator page, reinforcing the value proposition to entice shoppers to buy online
Phases of Personalization in Play Phase 1
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• Added a banner and dynamic text offering free shipping on the store locator page, reinforcing the value proposition to entice shoppers to buy online
Phases of Personalization in Play Phase 1
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• Updated banner and dynamic text to read ‘Free Next Day/Overnight/Weekend Shipping’ based on time of visit
Phases of Personalization in Play Phase 2
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• Updated banner and dynamic text to read ‘Free Next Day/Overnight/Weekend Shipping’ based on time of visit
Phases of Personalization in Play Phase 2
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• Updated banner and dynamic text ‘Stay off the roads & order online’ on store locator page to visitors in areas where it’s currently snowing (paired with shipping promo)
Phases of Personalization in Play Phase 3
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• Updated banner and dynamic text ‘Stay off the roads & order online’ on store locator page to visitors in areas where it’s currently snowing (paired with shipping promo)
Phases of Personalization in Play Phase 3
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1. Focus on core personas – remember high value, high volume
2. Partner with the right tools 3. Start simple 4. Use your data to drive your decisions
Key Steps to Implementing Personalization