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New School Marketing &
Personalisation
Sarah & Mark’s Journey
Sarah sees a pair of shoes on Pinterest
Confidential / June 2012
She pins them, then later clicks through to the product page
Confidential / June 2012
She selects in-store pick up for her new purchase
Confidential / June 2012
She opts in to receive a text alert when her trousers are ready
Confidential / June 2012
Sarah checks her email and finds her e-receipt
Confidential / June 2012
Sarah decides to sign up for Jaxon’s email program
Confidential / June 2012
Sarah receives a mobile email
Confidential / June 2012
Weeks later, she sees a top that will go with her new trousers
Confidential / June 2012
Sarah follows Jaxon’s on Facebook and Pinterest
Confidential / June 2012
She receives the new product launch email
Confidential / June 2012
A personalised experience throughout the customer lifecycle
Confidential / June 2012
Opportunity
— Collect profile data for new and unengaged
subscribers
— Target upcoming campaigns based on profile
data to increase relevancy
Solution
— Used progressive profiling to understand skin
care concerns
— Version upcoming skin care launch campaigns
using problem/solution messaging
— Included skin care survey question in ongoing
campaigns
Result
— Targeted campaigns generated 5x higher RPE
than default version
Philosophy Case Study:
Increasing Relevancy Through Progressive Profiling
— Include standardized
personalisation module in all
campaigns to increase relevancy
— Develop templates that
accommodate “on-trend”
messaging and personalised
content
— Leverage in market data to
determine targeting
Three lessons from Coach:
Balancing Promotions with Personalisation
Three areas of focus for
testing:
1. Optimal data source
— Browse, transactional, profile
— Merchant led
— Third-party
2. Optimal placement — Above the fold, right rail, footer
— What is the hierarchy of personalised
content?
3. Which segments are worth targeting — Who responds better with
personalised content?
— Do certain segments perform
regardless of relevancy
Finding the Right Strategy:
Testing Recommendations
Personalised content derived from website behaviour, email responses, purchase history and social apps
Confidential / June 2012
Personalised content delivered via email, mobile and display
Confidential / June 2012
Many thanks. Any questions?
Jane Dixon, Strategic Consultant, Responsys, EMEA
Connect with me on LinkedIn:
http://www.linkedin.com/in/jeedixon
Responsys Confidential
