The Power of Personalization: Gaining Deeper Insights on Your

Customers

Phil Davis phil@rapleaf.com

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Agenda

• Opportunity

• Personalization

• Know your Customers

• Segmentation

• Case Studies

• Rapleaf

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Opportunity

• Create more personalized messaging

• Relevant content with your subscribers

• Improve ROI

• Improved Brand Reputation Management

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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

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

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Know Your Customers

• What do they look like?

• What are they interested in

• What are they looking for?

• Why do they want to

engage with you?

• Engage with the right customers in an effective way to keep them happy

• Give customers a better experience

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Effective Segmentation

• Understand your customer

• Segment offers

• Send the right products to the right people

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Personalize Offers For Every Customer

• 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.

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.

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.

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

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.

Mommy blogger

I like NASCAR

Influencer alert!

I like cats

About Rapleaf

How It WorksHow It Works

Easy as 1, 2, 3………

1. Rapleaf partners with hundreds of data providers that feed data such as census and public records into our system.

2. We sort, connect and store the dots to process data associated with an email address.

3. When Rapleaf receives a request, we return information associated with the domain– all in real time.

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

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Thank you! Questions?

Jamie Ryanjamie@rapleaf.com

Phil Davisphil@rapleaf.com

Rapleaf (@rapleaf)667 Mission StSan Francisco, CA 94105www.rapleaf.com info@rapleaf.com