#MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis
-Jason Fields, Vice President, Agency Oasis -Nick Laidlaw, Chief Technology Officer, Agency Oasis We all know we should be creating personalized experiences, but knowing is very different than pulling the trigger and understanding how to actually do it. What data is most important? Which actions are best to personalize? Which behaviors do you measure? In this session, Agency Oasis will offer a presentation of what to consider when planning for personalization from a behavioral analysis perspective, and will describe how to use data for personalized experiences when faced with limited resources. After the presentation, the attendees will be invited to participate in an interactive planning session for a 'Client' where we can see how deeply personalization can contribute to conversion, brand advocacy and heightened User Experience.
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#MITXData "The Secret Sauce to Manageable Personalization: Small Steps, Big Impacts" presented by Agency Oasis
- 1. Agency Oasis Big Data magicians by day....
- 3. Why use Big Data? 61% Of retailers say that personaliza>on is the MOST IMPORTANT aspect of an interac>ve experience $77 BILLION Will be spent on interac7ve marke7ng by2016 J
- 5. Iden>fy the Profiles CRAZIES SMARTIES CASSONOVAS BRUTES SKEPTICS DANCERS PARTIERS ITCHIES CREEPERS SCREAMERS N
- 6. Make Educated Guesses x x x x x x x x x x x x x x x x x x x x x x x x x x x x Brains Water Beer Young Adult Injured Loners N
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- 8. Welcome to Your Persona Group Trick Treat NaughtyNice Adult costume seeker Planning a party for adults Kids costume seeker Planning a party for kids J
- 9. How do we use Big Data? Altering the user experience in response to predicted or expressed user preferences: -‐ Explicitly -‐ Implicitly N
- 10. Welcome to Your Persona Group Trick Treat NaughtyNice Adult costume seeker Planning a party for adults Kids costume seeker Planning a party for kids N
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- 12. Trick or Treat? Trick Treat NaughtyNice Adult costume seeker J
- 15. Trick or Treat? Trick Treat NaughtyNice Planning a party for adults N
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- 19. Trick or Treat? Trick Treat NaughtyNice Kids costume seeker J
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- 22. Trick or Treat? Trick Treat NaughtyNice Planning a party for kids N
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- 25. Are you ready to use Big Data? Data reali7es – Conduct a data inventory – Where are you geZng your data? – Does your data analysis match your audience segments? – Can you match your data against your content? – Set up content “trigger points” N
- 26. Are you ready to use Big Data? PlaGorm and Hos7ng reali7es (IT) – Is your site dynamic (Applica>on code driven)? – Is your site content database driven? – Can your site query Big Data? – Content management systems have evolved to include decisioning capabili>es N
- 27. When does it get creepy? • Are you pregnant? • Take queues from real life J
- 28. Implementa>on Op>ons • Base needs • Intermediate Approach • Advanced Approach N
- 29. Internal Resources • Skill Set • Time dedica7on J
- 30. What do we do when we are wrong? N
- 31. Q&A Thank you