Matthew Niederberger, channel manager conversion at Ziggo, the largest cable operator in the Netherlands, talked to a group of marketing a-listers about the competitive advantage of using personalization to offer winning customer experiences. His presentation, "From Purpose to Person," walks you through how to get started your organization on board with personalization efforts and how to get started. Like what you saw? Check out Matthew on Twitter at www.twitter.com/MatthewNL or on his blog at www.actualinsights.com/.

1. From Purpose to Person!

2. Actually…!
it is about the progression of both.!

3. What stops us from starting?!
Ajourney of a thousand miles
must begin with a single step.!
- Lao Tzu
Translated The way of the path and the virtue
(loosely)

4. Wu Wei & Theory of NonAction!
The Wu Wei theory states that beings
act naturally in accordance with the
Tao, they do not "do" something, they
just behave as they are naturally
ordained to.
Example Trees don’t take action to grow, they just
do.

5. Wu Wei & Websites!
Websites are the ultimate
example of ‘always on’ mass
communication.
“They do not ‘do’ something, they just behave as they are naturally ordained to.”
Users are the trees,
our websites their environment
We limit user interaction and
block natural behavior by not
respecting the individual.

6. Wu Wei & Personalisation!
Knowing to Act
Knowing Not to Act
Not Acting
Acting
1
2
3

7. Start with ‘should you act’.!
Why? To convince the boss…

8. Get data to build your case!
Digital analytics, heatmap analysis, surveys, or even simpelA/B testing*
* focus on getting data, not the method

9. The proof is inside…

10. 1 simple persuasion technique!
Show them that users act different based on 3 simple segments (2 shown here):
All Visitors
Returning Visitors
Looking at 95% significance or higher, all visitors matches returning visitors
various goals
various goals

11. Returning Visitors
1 simple persuasion technique!
Show them that users act different based on 3 simple segments (2 shown here):
Customers
Looking at 95% significance or higher, returning visitors behave differently than customers
various goals
various goals

12. 1 simple persuasion technique!
Conclusion #1!
Returning visitors natural drive is to:!
• need more information before committing and
therefore proceed to the product detail page!
• choose a welcome gift (new customers only)
and then proceed to purchase process
various goals

13. 1 simple persuasion technique!
Conclusion #2!
Existing customers natural drive is to:!
• seek more contact with company; research
suggests for customer support reasons!
• enter the purchase process from this page
which lets them up-/downgrade their
subscription

14. What stops us from starting?!
“Ajourney of a thousand miles must begin with a single step.”!
Some of the more common reasons for not starting:!
• Don’t know where to start!
• Not enough (skilled) resources!
• Costs are to steep!
• Worried about privacy lash back

15. Acting & Knowing toAct!
Knowing to Act
Knowing Not to Act
Not Acting
Acting
1
2
3

16. It all boils down to this.!
Scan
Focus
1 = many
1 = few
1 = 1
1 = plenty
Personalisation is the
most granular level of
user segmentation.
Personalisation is also a
process of adapting a
business culture to a user’s
natural flow.

17. Rule #1 = Bite < Chew!
Resources needed
1 = many
1 = few
1 = 1
1 = plenty
People
Time
Money

18. Rule #1 = Bite < Chew!
1 = many 1 = few 1 = 11 = plenty
Are you generating internal traction and ROI, becoming more skilled?
Increase investment and move on to next level of granularity.

19. 100 1 2 3 4 5 6 7 8 9
10
-2
-1
0
1
2
3
4
5
6
7
8
9
Time
Money
Investment
ROI
Skills & Resources
Initial Investments
Bottom Line!
Move to next level

20. Acting & Knowing toAct!
Knowing to Act
Knowing Not to Act
Not Acting
Acting
1
2
3

21. Some of the more common reasons for not starting:!
• Don’t know where to start!
• Not enough (skilled) resources!
• Costs are to steep!
• Worried about privacy lash back
What stops us from starting?!
“Ajourney of a thousand miles must begin with a single step.”!

22. Privacy Matters!
…but privacy isn’t anonymity.
In a 2014 study on offline
shopping, consumer stated, 8 out
of 10, that they would not like it if
their in-store behavior would be
tracked, but 61% would be
willing to consider it if given
enough incentive, something in
return.!

23. Privacy Fears!
“Fear stems from lack of
understanding.”
Tips to improve understanding:!
!•!talk about recommendations (helpful),
not personalisation (pushy and infringing)!
!•!make users feel in control!
!•!trigger participation by incentives, or
gamification like Amazon Betterizer!
!•!be transparent on personalisation usage!
!•!don't be the stalker, be the assistant,
be the bringer of good news!
!•!always allow users to change their
settings

24. Recommendations & Control!

25. Recommendations & Control!

26. Be the assistant!
“improve your shopping experience”

27. Allow users to change settings!

28. Acting & Knowing toAct!
Knowing to Act
Knowing Not to Act
Not Acting
Acting
1
2
3

29. Some of the more common reasons for not starting:!
• Don’t know where to start!
• Not enough (skilled) resources!
• Costs are to steep!
• Worried about privacy lash back
What stops us from starting?!
“Ajourney of a thousand miles must begin with a single step.”!

30. This is you… after
today.

31. The only thing standing between
you and your goal is the bullshit
story you keep telling yourself as
to why you can't achieve it