PERSONALIZE  YOUR  MARKETING

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Amrit  Kirpalani  Founder  and  CEO  of  nectarOM    Ma.  Koppelman  Digital  Marke6ng  Manager  at  Riddell  

The  Obligatory:

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For  the  Summit:   For  this  Session:  

#MUISS   #HappyCFO   #HappyCust  

For:  

•  Social  Business  

•  Entrepreneurship  Counsel  

•  Leadership  Advice  

For:  

•  Ironic  Pop  Culture  T-­‐shirts  

•  Cursing  the  CTA  

•  Complaining  about  the  Cubs  

How  Are  You  Talking  To  Your  Customers?

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INDUSTRIAL AGE INFORMATION AGE CONVERSATION AGE

A  ShiH  In  The  MarkeIng  Landscape  (again)

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Already  Here  Today

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What  is  Hyper-­‐PersonalizaIon?

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hy-­‐per  per·∙son·∙al·∙iz-­‐a6on  The  quality  or  state  of  catering  to  consumers’  needs  and  wants  by  using  preference  data  to  create  meaningful  connecPons  ·∙  

“70% of customers indicate a willingness to disclose personal details for more relevant messaging”

Personaliza+on  Sees  Payoffs  in  Marke+ng  Emails,  eMarketer,  January  28,  2014

How  Does  It  Work?

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Customer  Data  

Personalized  Recommenda6ons  

In  AcIon

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Two  Editors  from  The  Atlan*c  reversed-­‐engineered  the  NeTlix  microgenre  algorithm:    

Netflix possesses not several hundred genres, or even several thousand, but 76,897

unique ways to describe types of movies.  

How  many  microtags  can  you  apply  to  each  member  of  your  potenPal  customer  base?    

Sally  has  been  Browsing  Amazon  to  Purchase  Fitness-­‐Related  Items:

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Data  Creates  AcIonable  Profiles

What She

Buys

• Transaction History • Ability to Segment

Purchase Behavior • But has Selection Bias

Where She

Goes

• Online Browsing Habits & Preferences

• Provides Context to Enrich Profile

How She Lives

• Marketing Channels • Major Life Events • What She Believes • Likes / Dislikes, Interests,

Activities • Education / Family

Background

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Who  They  Are  +  How  They  Live  =  AcIon

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Name Purchase History

Online Behavior

Social Profile

Life Events

Brand Affinity

Desired Action

Jane Doe Loyalist “Window” Shopper

Light Green / Gen-Y

Just Got Engaged

Mid to Upscale Brands

Up-Sell

Jen Smith Moderate Deal Seeker

Single Mom / Active

Moving for New Job

Value Brands

Retain

John Doe Dormant Not Known Tech-Savvy / Travels & Reads

Planning a Vacation

Upscale Brands

Re-Activate

Alice – ‘Best Customer’

Loyalist Online Influencer

Socially Conscious / Younger

Family Oriented

Mid / Value Oriented

Ideal Acquisition Target

How Customer Lives What Customer Does

Omni-­‐Channel  DistribuIon Email Website Mobile

•  Dynamic on-site widgets or content blocks, even displaying banners or shadow boxes, depending on the unique user experience of your site

•  Don’t forget that consumers are using a multitude of devices to interact with you

•  Scheduled and Event-Driven or “Triggered” Campaigns

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Happy  Customer  Equals…

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Increased  conversions  

Increased  loyalty  

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Not  At  All  Likely,  18%  

Extreme  Likely,  8%  

Very  Likely,  17%  

Somewhat  Likely,  56%  

Your  Customers  Will  Thank  You

Personaliza+on  Sees  Payoffs  in  Marke+ng  Emails,  eMarketer,  January  28,  2014

Likelihood  that  US  Shoppers  Will  Purchase  More  Items  A9er  Receiving  Personalized  

Emails  About  Products    

81%  of  respondents  stated  

they  are  more  likely  make  addiPonal  

purchases  as  a  result  of  targeted  

emails.  

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Not  at  all  

willing,  18%   Extremel

y  Willing,  7%  

Very  Willing,  19%  

Somewhat  

Willing,  56%  

Willingness  of  US  Digital  Shoppers  to  Receive  AddiConal  PromoConal  Emails  

from  Retailers  if  Personalized    

Your  Customers  Will  Thank  You

82%  were  willing  to  handle  the  increase  in  messaging  if  personalized  

Personaliza+on  Sees  Payoffs  in  Marke+ng  Emails,  eMarketer,  January  28,  2014

Get  On  Your  CFO’s  Good  Side

Revenue  

Costs  

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Increase  of    2-­‐5%  Profit  

Margin  points  

How  Hyper-­‐PersonalizaIon  Decreases  Costs:

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Costs  

Reduces  Returns  

OpPmizes  PromoPonal  Spend  

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How  Hyper-­‐PersonalizaIon  Increases  Revenue:

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Increases  CTR  

Increases  Conversions  

Revenue  

Increases  Loyalty  

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3  Steps  to  Start  Personalizing:

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1   Conduct  a  quick  audit  

2   Convince  your  CFO  

3   Demand  more  from  your  partners  

   

QUESTIONS?

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