virgin and 2datafish symposium - final
TRANSCRIPT
Personalisation of Anonymous visitors
About Us
Associate DirectorClient Solutions
Jason FonsecaDigital Marketing &
Optimisation Specialist
Ady PorterPerformance
Media & Analytics
Drew Ascough
DataTechnology Agility
Enterprise marketingtech implementations
Technologyevaluation & selection
Technology strategy& architecture
Use case identification& alignment
Data Strategy
Data sharing & democratisation
Data monetization
Onsite Analytics
Enterprise data management
Onsite realtime personalisation
Cross channel coordination
Single customer view
ROI framework development
Customer journey mapping
Team enablement& training
Process & methodologydevelopment
Enterprise scale strategy
Documentation& best practice
Personalisation
Personalisation
Segment
New Visitors
Location Time/Day
Campaign Referrer
Returning Visitors
On-site search
Abandon Cart
Micro behaviours
Action
Measure
Segment CR(Flight Booking Search) *
Uplift in conversion vs. New Visitor *
New Visitor 5.00%
VFF member 10.00% 5.00%
Post Search Triangle AU 11.00% 6.00%
Post Search Leisure AU 12.00% 7.00%
Post Purchase > 2 13.00% 8.00%
Post Purchase < 2 14.00% 9.00%
* not actual results
Platforms
1Analytics
2Segmentation
3Optimisation
4Cross Channel
Marketing
Organisational Change
Creating a business case
Educating stakeholders
Upskillingteam
Buildinga team
Personalisation Maturity
Capability
Perf
orm
ance
Start• Targeting based on
single dimension
Build• Targeting
based onmultiple visitor traits/segments
• Multiple locations
Agile• Integration of 1st, 2nd
and 3rd party data• Complex segments• Display ad targeting• Testing and iteration
Recurring• Persona based
targeting• High/low value
customers• Propensity modelling• Lead scoring
Predictive• Predictive analytics• Clustering• Complex lead
scoring/propensity models
Customer Centric Architecture
CMS
Marketing AutomationAnalytics
Content& Assets
Contact Profile Attributes
Content Usage
Customer data
OptimisationDMP
Online Customer Segment
Content & Assets
Paid Media
Web Profile& Behavior
Behavioural Customer Data CRM
Social
Search
Where to next?