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© 2016 Tealium Inc. All rights reserved. | 1
From A/B Testing toA/B Personalization
Dave Rose, Brooks Bell
The recognized leader in enterprise-level A/B testing, targeting,
and personalization services
SOME OF OUR CLIENTS
A/B TestingWhole-Site Optimization
A/B Testing has dominated site optimization for almost a decade.
Massive wins becoming less and less likely
Segmented analysis dominates conversation
SegmentationOpportunity has been observed…but often discovered after the fact during analysis.
How many is too many? This discussion alone, can slow down an optimization program.
PersonalizationNeeds to be defined for best results
Can it really be done?
1 : most
EASYWhere most
programs are
1 : few 1 : 1
HARDWhere most
programs should be
IMPOSSIBLE?Where most
programs think they should be
Personalization
SHARE OWNERSHIP
COLLABORATE WITH YOUR DATA TEAMS
STEP 1: AUDIENCE DISCOVERY
Start with DataLearn behavioral predictors
Go beyond the outcome, learn the preceding actions to a conversion
MANUAL SEGMENTATION
CASUAL
FEMALEMALE
FORMAL
1 : most
Women’s Jeans
Men’s Formal
Women’s Formal TopsMen’s Tops
Women’s Pants
Women’s Formal
Men’s Jeans
1 : few
ALGORITHMIC CLUSTERING
“STITCH” YOUR DATA
USE BEHAVIORAL DATA ACROSS DIFFERENT PLATFORMS
STEP 2: SHIFT FROM VISIT TO JOURNEY
Tools to HelpAudienceStream can connect across channels and platforms
Information about the person, not the computer
Long-Term BehaviorTagging actions for long-term discovery takes your data teams to a new level of prediction
Provide and test personalized experiences when the audiences reach an actionable size
ExamplesRegistries
Wish Lists
Catalog and In-Store Purchases
SELECT VALUABLE ACTIONS
1 TO 1 PERSONALIZATION MIGHT NOT BE THE MOST PROFITABLE
STEP 3: PICK YOUR BATTLES
1 : fewHow do we determine the profitability of personalizing to each group?
A CCESSIBLE
DIFFERENTIAL
A CTIONABLE
MEASURABLE
SUBSTANTIAL
PROFITABLE PERSONALIZATION
AccessibleIs it possible to reach each group efficiently?
ADAMS5 ESSENTIAL ELEMENTS OF
PROFITABLE PERSONALIZATION
DifferentialWould all groups actually respond differently if exposed to different campaigns?
ADAMS5 ESSENTIAL ELEMENTS OF
PROFITABLE PERSONALIZATION
ActionableDo you have a product to fit the specific needs of each group that you identified?
ADAMS5 ESSENTIAL ELEMENTS OF
PROFITABLE PERSONALIZATION
MeasurableCan the impact of personalizing to each group be measured?
ADAMS5 ESSENTIAL ELEMENTS OF
PROFITABLE PERSONALIZATION
SubstantialAre the groups large or valuable enough to warrant the added expense of personalization?
ADAMS5 ESSENTIAL ELEMENTS OF
PROFITABLE PERSONALIZATION
85%
15%
42%
30%
10%
4%
9%
5% 1%IMPACT
CUSTOMERS EVOLVE
DEVELOP A CULTURE OF OPTIMIZATION!
STEP 4: TEST, MEASURE, REPEAT
It’s a Program;not a ProjectPersonalization will be a culture of discovery and optimization
Never one and done – Evolve with the customer
Optimize the ProgramNew tools, new data, new opportunity!
Keep discovering
Repeating the cycle isn’t starting over...it’s optimizing your efforts for the best results.
1
2
3
MAKE IT HAPPEN!
4
AUDIENCE DISCOVERY
SHIFT FROM VISIT TO JOURNEY
PICK YOUR BATTLES
TEST, MEASURE, REPEAT
© 2016 Tealium Inc. All rights reserved. | 27
AUDIENCE Q&A
© 2016 Tealium Inc. All rights reserved. |
