The document discusses personalizing a website for a company's number one customer to increase sales. It provides steps to identify the number one customer based on data like location, interests, needs and demographics. The example shown is for a luxury travel brand whose number one customer is identified as a male from New York City who likes Caribbean all-inclusive resort vacations and books trips on Mondays. The document suggests personalizing the website specifically for this customer, nicknamed John Tavenport, by highlighting offerings that meet his needs like the best all-inclusive resorts with direct flights from NYC and Monday alerts about deals.

1. SEGMENTATION
CUSTOMER
101
5 steps for your No. 1 Customer to buy more

2. EVERYONE
Your website serves
.

3. CUSTOMERSarelostinthecrowd.
But your best

4. BUYINGliketheywantto.
So they aren’t

5. What’s the solution?
PERSONALIZATION

6. CUSTOMERSexactlywhattheywant.
Give your best

7. 0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
Ecommerce industry average Personalized websites
Conversion rate
6.4%
2.8%
Source: Monetate Ecommerce Quarterly Report (Q4 2014)

8. Where do you start?
CUSTOMER NO. 1
Let’s say your company is a luxury travel brand…

9. Ignore the long tail of customers
(for now)

10. New York Los Angeles San Francisco Miami Boston Houston Chicago Seattle Charlotte San Diego
Customers by U.S. market

11. New York Los Angeles San Francisco Miami Boston Houston Chicago Seattle Charlotte San Diego
Customers by U.S. market
New York

12. No. 1 Geographic Segment
NEW YORK

13. Ignore the long tail again
(and again)

14. New Yorkers’ Top Vacation Spots
Caribbean Europe South America Australia Africa OceaniaNew York
customer

15. New York
customer
Caribbean Europe South America Australia Africa OceaniaCaribbean
New Yorkers’ Top Vacation Spots

16. No. 1 Interest
CARIBBEAN

17. All-inclusive resort Cruises Private islands Windsurfing
Top Caribbean Trips
New York
customer
Caribbean
vacation

18. All-inclusive resort Cruises Private islands Windsurfing
Top Caribbean Trips
New York
customer
Caribbean
vacation
All-inclusive
resorts

19. No. 1 Need
ALL-INCLUSIVES

20. Distill a customer story
(from even more data)

21. Customer demographics
Female
44%
Male
56%
Gender
65+
55-64
45-54
35-44
25-34
Age
$50-100k $100-$150k $150-200k $200k+
Income
Sun Mon Tues Wed Thurs Fri Sat
Purchases

22. No. 1 Customer demographics
Female
44%
Male
56%
Gender
65+
55-64
45-54
35-44
25-34
Age
$50-100k $100-$150k $150-200k $200k+
Income
Sun Mon Tues Wed Thurs Fri Sat
Purchases
45-54
$200k+ Mon

23. No. 1 Customer data points
Male
$200k+ income
49 years old
Books trips on
Mondays
New York
customer
Caribbean
vacation
All-inclusive resort

24. ISLANDthis weekend.”
the city stress on an
“I need to escape
Customer’s story

25. Create your No. 1 Customer
(with a nice name)

26. ISLANDthis weekend.”
the city stress on an
“I need to escape
Meet John Tavenport

27. FOCUSon me for now.”
the faceless masses.
“Don’t worry about
Serve John Tavenport

28. Best all-inclusives
NYC direct flights
Monday alerts
How can you help John?

29. Personalize for John
(so he can buy)

30. EVERYONE
Your website for

31. JOHN
Your site for
Book this
quick getaway
from NYC
using a website
personalization service

32. CUSTOMER
Your happy No. 1
(who forgot to pack beach clothes)

33. CUSTOMERsegment.Andhelpthem.
Now find your next

34. STORY
Show the
DATAFORDECKS.COM
in your data