The Secrets of Lawyer-to-Lawyer Referral Based Marketing
Power of Personalization Webinar
1. How to Personalize Your
Customers’ Experiences
Auren Hoffman
auren.hoffman@rapleaf.com
2. Web Conference Agenda
• Rapleaf Overview
• What is Personalization?
• Personalization 101
• The Power of Personalization
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3. About Rapleaf
Quick Facts
• 400+ million people
• Data on 1.1+ billion email addresses
• 52+ billion friend connections
Rapleaf helps companies
personalize customer
interactions through
deeper customer insight.
Headquarters:
San Francisco
Satellite Offices:
Chicago New York
Mommy
blogger
I like
NASCAR
Influencer
alert!
I like cats
About Rapleaf
4. Personalization 101: Who are Your Customers
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Email or Postal
Address
Deep Insight
into your
customers
• Lifestyle: income, presence of children, occupation,
home ownership, more
• Social: influencers, activity, more
• Demographics: age, gender, location, more
• Interests: pets, sports, luxury items, charities,
smartphone owner, new car buyer, more
5. What Is Personalization?
• Creating a unique experience
for every customer based on
individual demographics,
interests, and characteristics
• Making them feel like they are a
top priority: treat them like a
valued customer, not a number
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6. Know Your Customers
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• Engage with the right
customers in an effective
way to keep them happy
• Give customers a better
experience
7. Personalize Offers For Every Customer
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• Use interest segment data to
personalize offers effectively
to people based on
individuals’ interests,
demographics, and more.
• Increase your purchasing
power by sending them deals
they are more likely to buy.
8. Know Your Influencers
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• Use influencer data to find your
most social customers online.
• Engage people who you know
will give viral buzz
• Influencers help you spread the
the word
• Offer private sales, product updates, coupons to pass
along to friends, higher customer service
10. Case Study: Major U.S. Airline
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Data: used social graph data to
find top 3 cities where a
customer’s friends lived
Action: Sent relevant travel offers
personalized to their customer’s
social lifestyle
Result: Large uptick in ticket sales
to test group during traditionally
quiet weekends
11. Case Study: Daily Deal Site
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Data: Used age, gender, income
data to segment offers
Action: Better targeted offers
Result: Company was able to
create more relevant offers which
led to significant increase in
conversions.
12. Case Study: Big Clothing Retailer
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Data: Found influential customers in
NYC, LA, and SF markets, one month
before launch of new clothing line
Action: Gave early product look to
influencers (and gave them higher level
of customer service)
Result: Massive viral buzz leading up to
launch of jean line. Total blow-out.
13. Case Study: Direct Mail Fundraising
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Data: Political campaign segmented postal
list based on likelihood to respond
Action: Sent direct mail fundraising appeal
only to people who had high likelihood of
responding
Result: 210% greater ROI, and 121% greater
monetary donation than un-segmented
control group
14. Rapleaf’s Commitment to Privacy
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• Rapleaf is strongly committed to
privacy and safeguarding every
consumer’s information
• Working with only the most
reputable customers
• Simple opt-out
• Choice: ability to view, delete (and
soon) change information
• Safe personalization
15. Want to Learn More?
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Click for additional info or set up your free API trial:
http://www.rapleaf.com/developers/api_overview
16. Thank you! Questions?
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Auren Hoffman (@auren)
auren.hoffman@rapleaf.com
Rapleaf (@rapleaf)
667 Mission St
San Francisco, CA 94105
www.rapleaf.com
info@rapleaf.com
415-886-7270
We’re hiring … http://www.rapleaf.com/careers
