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Inbound Marketing Summit - Powered by Personalization - Nate Wolfson
- 1. Powered by Personalization Presented By Nate Wolfson, President of Digital Bungalow 10.16.2013 @nwolfson @digitalbungalow
- 2. PERSONALIZATION: MYWELL-BEING.COM Generic, Non-Segmented Homepage Digital Bungalow // 209 Essex Street // Salem, MA 01970 // digitalbungalow.com 2
- 3. PERSONALIZATION: MYWELL-BEING.COM Health Segment Homepage Digital Bungalow // 209 Essex Street // Salem, MA 01970 // digitalbungalow.com 3
- 4. PERSONALIZATION: MYWELL-BEING.COM Family Segment Homepage Digital Bungalow // 209 Essex Street // Salem, MA 01970 // digitalbungalow.com 4
- 5. PERSONALIZATION: MYWELL-BEING.COM Retiree Segment Homepage Digital Bungalow // 209 Essex Street // Salem, MA 01970 // digitalbungalow.com 5
- 6. PERSONALIZATION EXAMPLE MYWELL-BEING.COM 6 2013 OVERALL BEST IN SHOW Total visits: +36% Unique visitors: +46% Page views: +72% Visit duration: +74% 2013 BEST WEB EXPERIENCE MANEGEMENT SITE 2013 MOST INNOVATIVE ONLINE FORMAT 2013 BEST WEBSITE DESIGN 2012 OUTSTANDING ACHIEVEMENT | 209 Essex Street 2nd Floor Salem, MA 01970 www.digitalbungalow.com | Confidential
- 7. WEM CASE STUDY RESULTS 7 2013 OVERALL BEST IN SHOW Total visits: +36% Unique visitors: +46% Page views: +72% Visit duration: +74% 2013 BEST WEB EXPERIENCE MANEGEMENT SITE 2013 MOST INNOVATIVE ONLINE FORMAT 2013 BEST WEBSITE DESIGN 2012 OUTSTANDING ACHIEVEMENT | 209 Essex Street 2nd Floor Salem, MA 01970 www.digitalbungalow.com | Confidential
- 8. 8 Internet Retailer Top 10 Retailer Revenues 1. Amazon $61.1 BN 2. Staples Inc $10.3 BN 3. Apple $8.83 BN 4. Walmart.com $7.70 BN 5. Liberty Interactive Corp $4.30 BN 6. Sears Holdings Corp. $4.20 BN 7. Office Depot Inc. $4.06 BN 8. Dell Inc. $3.90 BN 9. Netflix Inc. $3.61 BN 10. Best Buy Co. $3.35 BN Digital Bungalow // 209 Essex Street // Salem, MA 01970 // digitalbungalow.com $50.25 BN
- 9. 9 Amazon Digital Bungalow // 209 Essex Street // Salem, MA 01970 // digitalbungalow.com
- 10. 10 Amazon Digital Bungalow // 209 Essex Street // Salem, MA 01970 // digitalbungalow.com
- 11. Amazon Digital Bungalow // 209 Essex Street // Salem, MA 01970 // digitalbungalow.com 11
- 12. Netflix Digital Bungalow // 209 Essex Street // Salem, MA 01970 // digitalbungalow.com 12
- 13. Nordstrom 13 Example: Nordstrom.com Homepage Not Smart! Use Case: Semi-Frequent Male Shopper (cookied) Smart! Digital Bungalow // 209 Essex Street // Salem, MA 01970 // digitalbungalow.com
- 14. 14 Nordstrom Example: Nordstrom Email Marketing Use Case: Semi-Frequent Male Shopper Digital Bungalow // 209 Essex Street // Salem, MA 01970 // digitalbungalow.com Wasted Impression = Not Smart!
- 15. Getting Started Have a conversation with your CMS provider to see if your CMS can support personalization…be concerned if it can’t! Research users and define personas/segments. Define what conversion means for each user persona and map out what the funnel looks like. Develop a content strategy around each persona funnel. Implement, test, and optimize—forever! Digital Bungalow // 209 Essex Street // Salem, MA 01970 // digitalbungalow.com 15
Editor's Notes
- Segment Attributes: Brand new visitors to the site with no click activityUsers who have yet to be modeledWEM Output: Default version of the page
- Segment AttributesDemographics: Male or Female, Under 60Tracked Site Activity: Users who have predominantly clicked on health related content. WEM Output: Web and email featured content is weighted toward new health content.
- Demographics: Female, Age30-60Tracked Site Activity: Users who have predominantly clicked on Family & Social content. WEM Output: Web and email featured content is weighted toward new Family & Social content
- Demographics: Female, Age30-60Tracked Site Activity: Users who have predominantly clicked on Family & Social content. WEM Output: Web and email featured content is weighted toward new Family & Social content
- Demographics: Female, Age30-60Tracked Site Activity: Users who have predominantly clicked on Family & Social content. WEM Output: Web and email featured content is weighted toward new Family & Social content
- WEM has been a huge success. User engagement is up across the board.Our client is thrilled!This project is a shining example of our ability to innovate beyond what we thought was possible, and to craft new technology that delivers on the WEM vision.
- Amazon = 55% of the top 10, more than #2-#9 combinedWhy? What are they doing so right?
- Amazon does a great job of leveraging heuristics to get users to purchase. They really understand how humans make purchasing decisions. Main concerns users would have? Is it a good product? Detailed descriptions, videos, ratings and review address this. What other products would I consider? “Based on previous purchases…”Is it the best price? Amazon marketplace prices address that [not shown]What else would I buy with it? “Frequently Bought Together” tells me thatSmart!
- Amazon does a great job of leveraging heuristics to get users to purchase. They really understand how humans make purchasing decisions. Main concerns users would have? Is it a good product? Detailed descriptions, videos, ratings and review address this. What other products would I consider? “Based on previous purchases…”Is it the best price? Amazon marketplace prices address that [not shown]What else would I buy with it? “Frequently Bought Together” tells me thatSmart!
- Extend this to email marketing. I looked at cameras on their site, so they sent me this email as a follow up.
- Netflix suggests movies and TV shows based on what you’ve watched and what you’ve rated. Two axes: -Taste Preferences—what I’ve told them about what I like-Because You Watched Mad Men—activity based.Winning because they are really good at recommendations. Offered $1m prize. That’s how important recommendations are
- Incorporate Netflix examples
- Drupal