Meyar Sheik, CEO, Certona

1. Presented by: Meyar Sheik, CEO & Co-Founder | Certona
Personalization – Use Cases for Enabling
Customer Experience and ROI

2. 14YEARS
In Marketplace
(Est. 2004)
100BILLION
Personalized Experiences
Served Per Month
Over 600+ eCommerce Sites Across 70+ Countries
IN REAL-TIME
$6.4BILLION
Generated for Clients
In 2017
30OF
THE TOP IR
100 Retailers
by
16OF
THE TOP IR
Category Retail Leaders
10
YEARS
Consecutive
#1 PERSONALIZATION
PROVIDER
COMPANY OVERVIEW

3. Certona is a Leader.
The company is a longtime personalization
technology provider to large retailers and other
consumer brands with a digital commerce
presence. Certona’s Personalized Experience
Management Platform is a cloud-based offering
that supports more than 600 brands across more
than 70 countries. Global B2C marketers seeking
digital commerce personalization should
consider Certona.
Magic Quadrant for Personalization Engines

4. ABOUT MEYAR SHEIK
• CEO & Co-founder of Certona
• Over 18 years of SaaS experience
• Pioneer in Real-Time Web Analytics
• Pioneer in Real-Time Omnichannel Personalization
• 1st to Use AI-based Real-Time Personalization for
eCommerce back in 2004
• Member, Shop.org Board of Directors, and NRF
Digital Council, and Associate Member Council

5. CLIENT SNAPSHOT

6. PERSONALIZED EXPERIENCE MANAGEMENT
SEARCH
&
DISCOVERY
CONTENT
ENGAGEMENT
PRODUCT
RECOMMENDATIONS
EMAIL
PERSONALIZATION
Predictive Landing
Pages
Site Search
Visual Search
Visual Navigation
Auto Discovery
Product & Gift Finder
Images
Offers
Promotions
Videos
Content
Landing Pages
Search Results
Category Pages
Product Details
Shopping Cart
Remarketing
Emails
Transactional
Emails
Marketing
Emails

7. CERTONA AI & MACHINE LEARNING PATENTS
Patent Number Description Status
US 8,566,256
Universal system and method for representing and predicting human
behavior
Issued
US 8,788,445
System and method for quantifying and detecting non-normative
behavior
Issued
US 8,903,811 System and method for personalized search Issued
US 9,094,262
Fault tolerance and maintaining service response under unanticipated
load conditions
Issued
US 9,147,159 Extracting predictive segments from sampled data Issued
US 9,317,584 Keyword index pruning Issued
US 9,697,478
System and method for generating automated self-optimizing targeted
e-mails
Issued
US 9,916,611 System and method for collecting and targeting visitor behavior Issued
12/416083 System and method for combining and optimizing business strategies Pending
12/416524
System and method for automating market analysis from anonymous
behavior profiles
Pending
13/731071 Recommending repeated transactions Pending
14/868387 Extracting predictive segments from sampled data (CIP) Pending
Patented solutions that leverage
AI, predictive analytics, neural
networks and machine learning.

8. AI-POWERED REAL-TIME OMNICHANNEL PERSONALIZATION PLATFORM

9. IMPORTANCE OF
PERSONALIZATION

10. $2.5TRILLION
Retailers Lost
Globally in 2017
due to poor personalization
and a lack of trust
Source: https://retail.emarketer.com/article/price-of-personalization-failure-756-billion/5a2719bbebd4000570c897f5

11. 50%of U.S. consumers said they
stopped purchasing from
certain retailers due to poor
customer experience.
Source: https://retail.emarketer.com/article/price-of-personalization-failure-756-billion/5a2719bbebd4000570c897f5

12. 41%U.S. consumers said they
ditched a retailer because of
“poor personalization and
lack of trust.”
Source: https://retail.emarketer.com/article/price-of-personalization-failure-756-billion/5a2719bbebd4000570c897f5

13. Retailers report that successfully
implementing personalization can
increase revenue by as much as 7.6%.
Source: Art & Science of PersonalizationSource: RIS “Closing Big Gaps in Personalization” Report

14. In fact, just 4% of retailers rank their
omnichannel maturity level for executing
personalization initiatives and campaigns as
high, and a shocking 54% rate it as low.
Source: Art & Science of Personalization

15. 76% of retailers named personalization capabilities as
either important or extremely important to their
organization’s business model
Source: Art & Science of PersonalizationSource: RIS “Closing Big Gaps in Personalization” Report

16. EARLY PERSONALIZATION
MAKING PERSONALIZATION
WORK FOR YOU

17. Personalized Email & Retargeting Campaigns
Optimized Google Paid Search Campaigns
B2B Segment and Persona Based Experiences
ADVANCED TACTICS FOR PERSONALZING THE
CUSTOMER EXPERIENCE
Visual Navigation Experience
Geo + Weather Driven Content Experiences
Visual Search Suggestions
Personalized Suggestions for No Search Results
Personalized Category Listing Pages
Quick View Overlay

18. LAMPS PLUS: LANDING PAGE AND PAID SEARCH OPTIMIZATION
Lava lamps
Lava lamp
Up to
40% Reduction
in
Bounce Rates
*average performance from sample client
sites
3% Increase
in
Conversion Rates
*average performance from sample client
sites

19. THE NORTH FACE: HOME PAGE HERO IMAGE PERSONALIZATION
Visitor Profile 1: Dry Weather
Location: Aspen, Colorado
Weather: No rain in next three days

20. Visitor Profile 2: Wet Weather
Location: Buffalo, New York
Weather: Anticipated heavy rain in next three days
THE NORTH FACE: HOME PAGE HERO IMAGE PERSONALIZATION
15% Increase
in
Click-Through Rates
*average performance from sample client
sites

21. BEBE: VISUAL SEARCH
DRES
25% Increase
in
Click-Through Rates
*average performance from sample client
sites

22. DICK’S SPORTING GOODS: NO SEARCH RESULTS
norditrack
8% Increase
in
Conversion Rates
*average performance from sample client
sites

23. MAGID GLOVE: VISUAL NAVIGATION
25% Increase
in
Click-Through Rates
*average performance from sample client
sites

24. LULUS: PERSONALIZED CATEGORY PAGES
5% Increase
in
Conversion Rates
*average performance from sample client
sites

25. CHICOS: PERSONALIZED QUICK VIEW OVERLAY
9% Increase
in
Click-Through Rates
*average performance from sample client
sites
12% Increase
in
Conversion Rates
*average performance from sample client
sites

26. PERSONALIZED EMAIL: MARKETING, REMARKETING & TRANSACTIONAL
Marketing Remarketing Transactual
26% Increase
in
Click-Through Rates
*average performance from sample client
sites
31% Increase
in
Revenue per Email
*average performance from sample client
sites
21% Increase
in
Recovery Rates
*average performance from sample client
sites

27. SUPPLY WORKS: B2B SEGMENTS AND PERSONAS

28. SUPPLY WORKS: B2B SEGMENTS AND PERSONAS

29. SUPPLY WORKS: B2B SEGMENTS AND PERSONAS

30. SUPPLY WORKS: B2B SEGMENTS AND PERSONAS

31. SUPPLY WORKS: B2B SEGMENTS AND PERSONAS

32. SUPPLY WORKS: B2B SEGMENTS AND PERSONAS

33. Brands Innovating the Customer Experience

34. Predictive Modeling to Deliver Real-time Personalization
Mobile First Strategy + Location Data (geo-fencing, push
notifications)
Technology Integrations: Google, Adobe, Epsilon, Oracle,
Braze, Bazaarvoice, Narvar & more
Personalized AI Beauty Expert
Channels: Mobile, Web, In-Store, Email, International
SEPHORA: OMNICHANNEL PERSONALIZATION
CRM Data + Store Purchase Data + Real-time Clickstream
Behavioral Data

35. CRM Data + Store Data + Clickstream
SEPHORA: OMNICHANNEL PERSONALIZATION

36. SEPHORA: OMNICHANNEL PERSONALIZATION
Predictive Modeling + Geo-fencing + Store Inventory + RFID = Real-Time Offers

37. SEPHORA: OMNICHANNEL PERSONALIZATION
AI-Powered
Shopping
Assistant Guides
Consumers via
Web or Native
Mobile Apps

38. Individualized
Product Listings
Post-purchase
Engagement and
Retention
Marketing
SEPHORA: OMNICHANNEL PERSONALIZATION

39. UNIQLO: OMNICHANNEL PERSONALIZATION
AI-Enabled Chat Bot

40. • Approach personalization strategically &
holistically across all channels and
touchpoints.
• Aim to personalize the entire customer
journey
• Good personalization is impossible without
good customer data
• Implement personalization in phases…walk
before you run and do not try to boil the
ocean!
Takeaways

41. Meyar Sheik, CEO & Co-Founder
msheik@certona.com
Thank you!
Visit Our Booth #410