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2020 © AB Tasty
How to Create Meaningful Consumer
Experiences that Propel Growth
December 2020
2020 © AB Tasty2020 © AB Tasty
● B.S., Marketing
● Certifications: Google, Optimizely,
Tealium, Demandbase, etc.
● Started ...
2020 © AB Tasty
| Accelerating Growth & Digital
Transformation Through Experimentation
20,000+60+2010
CroMetrics.com
2020 © AB Tasty
2020 © AB Tasty
Let’s Talk Personalization
per·son·al·i·za·tion
noun: personalization; plural noun: personalizations; noun...
2020 © AB Tasty2020 © AB Tasty
Expectations for
Personalization
Are High
2020 © AB Tasty2020 © AB Tasty
Consumers feel frustrated when a
shopping experience is impersonal.
Segment
A Personalized
...
2020 © AB Tasty2020 © AB Tasty
Consumers are willing to share their
data to create a more a personalized
experience.
Accen...
2020 © AB Tasty2020 © AB Tasty
Digital businesses are investing in
personalization.
Forrester
89%
End-to-End
Personalized
...
2020 © AB Tasty2020 © AB Tasty
End-to-End
Personalized
User Journey
Marketers report that
personalization can boost revenu...
2020 © AB Tasty
2020 © AB Tasty2020 © AB Tasty
Marketers are very or extremely
confident that they have a successful
strategy for personali...
2020 © AB Tasty2020 © AB Tasty
Personalization
Isn’t Easy
Marketers cite data quality as a
leading technical challenge.
Fo...
2020 © AB Tasty
Just Getting Started = 1
Executing with Limited Success = 2
Personalizing Like a Boss = 3
2020 © AB Tasty
2020 © AB Tasty
2020 © AB Tasty
#1
Not real data
2020 © AB Tasty
#1
When Safe, Make
Assumptions to
Move Faster
Existing Customer
Personalization
2020 © AB Tasty
#2
Why are they
waiting?
2020 © AB Tasty
#2
If You Don’t
Have It, Build It.
You’ll Need It.
Data problems
2020 © AB Tasty
#2
If You Don’t
Have It, Build It.
You’ll Need It.
Key user
behavior data
2020 © AB Tasty
#2
If You Don’t
Have It, Build It.
You’ll Need It.
Customer type
Personalization
2020 © AB Tasty
#3
Do you have
a CDP?
2020 © AB Tasty
#3
Experiment With All
Existing Capabilities
& New Tools
ABM
Personalization
2020 © AB Tasty
#4
2020 © AB Tasty
#4
AB Tasty Optimizely Segment
Find Ways to
Start Forming
Audiences
2020 © AB Tasty
#4
Find Ways to
Start Forming
Audiences
2020 © AB Tasty
#5
2020 © AB Tasty
#5
Prioritize
Targets By
Opportunity
Size
Biggest
opportunity
2020 © AB Tasty
#5
Find High
Volume and/or
High Value
Locations
PPC
Personalization
2020 © AB Tasty
#6
2020 © AB Tasty
#6
Always Calculate
Your Estimated
Sample Size
2020 © AB Tasty
#6
Ask Yourself:
Where Is It?
Who Is It For?
How Useful Is It?
Customer type and
behavior Personalization
2020 © AB Tasty
#7
Lucid Chart
Do you have a
customer journey map?
2020 © AB Tasty
#7
Hypothesize Ways
to Personalize
Touchpoints
Homepage
Landing pages
Navigation
Blog
Navigation
Category ...
2020 © AB Tasty
#7
Hypothesize Ways
to Personalize
Touchpoints
Homepage hero
Personalization
2020 © AB Tasty
#8
Measure what
matters
2020 © AB Tasty
#8
Don’t Assume.
Always Test
to Measure
Impact.
ABM Personalization
2020 © AB Tasty
2020 © AB Tasty
One-to-Moment Strategies
One-to-One Strategies
One-to-Few Strategies
One-to-Same Strategies
One-to-Many St...
2020 © AB Tasty
1. When it comes to data. Make it, don’t fake it.
2. Invest in build a rock solid data foundation
3. Under...
2020 © AB Tasty
2020 © AB Tasty
years years years
Grant.Tilus@crometrics.com
Connect with me on LinkedIn!
Visit www.CroMetrics.com
Submit ...
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The Promise of Personalization: How to Create Meaningful Consumer Experiences that Propel Growth

  1. 1. 2020 © AB Tasty How to Create Meaningful Consumer Experiences that Propel Growth December 2020
  2. 2. 2020 © AB Tasty2020 © AB Tasty ● B.S., Marketing ● Certifications: Google, Optimizely, Tealium, Demandbase, etc. ● Started ‘testing’ in 2011/2012 ● Experience leading optimization for variety of B2B & B2C brands: ○ Radisson Hotel Group, Logitech, Ring, Zendesk, Doordash, Clorox, etc. ● Husband and father of 3 little girls
  3. 3. 2020 © AB Tasty | Accelerating Growth & Digital Transformation Through Experimentation 20,000+60+2010 CroMetrics.com
  4. 4. 2020 © AB Tasty
  5. 5. 2020 © AB Tasty Let’s Talk Personalization per·son·al·i·za·tion noun: personalization; plural noun: personalizations; noun: personalisation; plural noun: personalisations 1. the action of designing or producing something to meet someone's individual requirements. "the goal of search personalization is to help the searcher save time" Interest over time continues to grow
  6. 6. 2020 © AB Tasty2020 © AB Tasty Expectations for Personalization Are High
  7. 7. 2020 © AB Tasty2020 © AB Tasty Consumers feel frustrated when a shopping experience is impersonal. Segment A Personalized User Experience 71%
  8. 8. 2020 © AB Tasty2020 © AB Tasty Consumers are willing to share their data to create a more a personalized experience. Accenture A Personalized User Experience 83%
  9. 9. 2020 © AB Tasty2020 © AB Tasty Digital businesses are investing in personalization. Forrester 89% End-to-End Personalized User Journey
  10. 10. 2020 © AB Tasty2020 © AB Tasty End-to-End Personalized User Journey Marketers report that personalization can boost revenues. Adweek 15%
  11. 11. 2020 © AB Tasty
  12. 12. 2020 © AB Tasty2020 © AB Tasty Marketers are very or extremely confident that they have a successful strategy for personalization. Evergage Personalization Isn’t Easy 14% Only
  13. 13. 2020 © AB Tasty2020 © AB Tasty Personalization Isn’t Easy Marketers cite data quality as a leading technical challenge. Forbes 48%
  14. 14. 2020 © AB Tasty Just Getting Started = 1 Executing with Limited Success = 2 Personalizing Like a Boss = 3
  15. 15. 2020 © AB Tasty
  16. 16. 2020 © AB Tasty
  17. 17. 2020 © AB Tasty #1 Not real data
  18. 18. 2020 © AB Tasty #1 When Safe, Make Assumptions to Move Faster Existing Customer Personalization
  19. 19. 2020 © AB Tasty #2 Why are they waiting?
  20. 20. 2020 © AB Tasty #2 If You Don’t Have It, Build It. You’ll Need It. Data problems
  21. 21. 2020 © AB Tasty #2 If You Don’t Have It, Build It. You’ll Need It. Key user behavior data
  22. 22. 2020 © AB Tasty #2 If You Don’t Have It, Build It. You’ll Need It. Customer type Personalization
  23. 23. 2020 © AB Tasty #3 Do you have a CDP?
  24. 24. 2020 © AB Tasty #3 Experiment With All Existing Capabilities & New Tools ABM Personalization
  25. 25. 2020 © AB Tasty #4
  26. 26. 2020 © AB Tasty #4 AB Tasty Optimizely Segment Find Ways to Start Forming Audiences
  27. 27. 2020 © AB Tasty #4 Find Ways to Start Forming Audiences
  28. 28. 2020 © AB Tasty #5
  29. 29. 2020 © AB Tasty #5 Prioritize Targets By Opportunity Size Biggest opportunity
  30. 30. 2020 © AB Tasty #5 Find High Volume and/or High Value Locations PPC Personalization
  31. 31. 2020 © AB Tasty #6
  32. 32. 2020 © AB Tasty #6 Always Calculate Your Estimated Sample Size
  33. 33. 2020 © AB Tasty #6 Ask Yourself: Where Is It? Who Is It For? How Useful Is It? Customer type and behavior Personalization
  34. 34. 2020 © AB Tasty #7 Lucid Chart Do you have a customer journey map?
  35. 35. 2020 © AB Tasty #7 Hypothesize Ways to Personalize Touchpoints Homepage Landing pages Navigation Blog Navigation Category pages PLPs Landing pages Search & SERP Product listing pages Product pages Landing pages Cart Cart Checkout Product pages Product listing pages Order confirmation Account Sitewide Blog ELEMENTSLOCATION STAGE
  36. 36. 2020 © AB Tasty #7 Hypothesize Ways to Personalize Touchpoints Homepage hero Personalization
  37. 37. 2020 © AB Tasty #8 Measure what matters
  38. 38. 2020 © AB Tasty #8 Don’t Assume. Always Test to Measure Impact. ABM Personalization
  39. 39. 2020 © AB Tasty
  40. 40. 2020 © AB Tasty One-to-Moment Strategies One-to-One Strategies One-to-Few Strategies One-to-Same Strategies One-to-Many Strategies One-to-All Strategies (Most Are Still Here)
  41. 41. 2020 © AB Tasty 1. When it comes to data. Make it, don’t fake it. 2. Invest in build a rock solid data foundation 3. Understand your tech stack, each tool’s capabilities and integrations 4. Outline key user data attributes and assess feasibility 5. Use data to identify your primary locations for targeting experiences 6. Evaluate the size of your audience segments 7. Map out what you could personalize in the customer journey 8. Bring an experimentation mindset to personalization
  42. 42. 2020 © AB Tasty
  43. 43. 2020 © AB Tasty years years years Grant.Tilus@crometrics.com Connect with me on LinkedIn! Visit www.CroMetrics.com Submit your questions!
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