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PERSONALIZING THE CUSTOMER JOURNEY
Charles Brun | Director, Enterprise Sales
March 23rd 2017
Dynamic Yield helps marketing, merchandizing and product teams increase revenue by personalizing each customer interaction across web, mobile web, mobile apps and email.
$36M IN FUNDING BY:
NEW YORKBERLIN
TEL AVIV
Unique users per month Page views per month Events captured per month
ABOUT DYNAMIC YIELD
SINGAPORE
LOS ANGELES
TRUSTED BY GLOBAL BRANDS
Personalization Use Cases (10 minutes)
Fireside Chat with Noah Goldberg from Mackage (15 minutes)
What is Personalization & Why Should You Care? (10 minutes)1
3
2
TODAY’S TALK
WHY PERSONALIZE & WHAT IS PERSONALIZATION?1
For every $92 spent acquiring customers
Just $1 is spent converting them
YOUR SPEND IS IMBALANCED
THE BIGGEST DEALS FOR YOUR LITTLEST ONES
Yellow Wellington Boots (Younger Boys) $19
Navy Desert Boots (Younger Boys)$25
BLOOMINGDALE’S SHOULD KNOW
ME BETTER.
5% of users generate 50% of revenue
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
USER PERCENTILES
REVENUE PER USER
ECOMMERCE SHOPPERS ARE NOT THE SAME
2% out of 20M Uniques: $200,000,000 in sales
98% of users: $0 value
LEADING ECOMMERCE RETAILER
BROWSING SITE
PRODUCT VIEW
ADD TO CART
PURCHASE
REACTIVATION
1. Homepage Main Creative Personalization 2. Site Menu Personalization 3. Personalized Grid Pages 4. Incentivizing Registration Overlay
8. Cart Based Product Recommendations 9. Checkout Flow & Layout Optimization
10. Personalized Email Recommendations
USE CASES
5. Incentivizing Add to Cart Notifications 6. Product Recommendations on PDP 7. Back to Context Notifications
MAIN GOAL
Guide the user to the relevant products
Get the user to add products to the cart
Get the user to revisit / buy again
Get the user to complete the checkout and increase cart value
DISSECTING THE USER’S STATE OF MIND
SEGMENTED EXPERIENCES
Define Cohort
Choose Experience & Content
AUTOMATED 1-TO-1 PERSONALIZATION
Algorithmic-Based
Manual Rules and Filtering
TWO MAIN WAYS TO DRIVE PERSONALIZATION
THE PUZZLE PIECES OF EFFECTIVE PERSONALIZATION
Site Personalization
API’sApp Personalization
Email Personalization
Triggers
Testing & Optimization• A/B/n Testing • Automated optimization
Recommendations
Data Management• 1st, 2nd & 3rd party • CRM, Loyalty, PoS etc
• Algorithms • Merchandizing Rules
• App SDK Support • Experience building tools
• ESP Integration • Product & content recommendations
• Event based • Push, Email and Onsite
• Audience segmentation• Experience Creation
Machine Learning• Automation • Predictive Analytics
• Server Side decisioning • Integration with existing tech stack
DESKTOP MOBILE APP MOBILE WEB EMAIL ADVERTISING
PERSONALIZING ACROSS TOUCHPOINTS
EASY WINS FOR ONLINE RETAILERS2
PERSONALIZE YOUR HOMEPAGE
Personalize the Homepage Slider Based on 3rd Party Data, or weather.
Personalize the Site Menu
Display High-Performing Calls-to-Action
Personalize Banners, based on Affinities
Sync data and experience across channels to ensure cross-channel continuity.
Be the first to know Visit a storeYour email Sign me up Find a store
5% - 10%Boost in conversions
1% - 3%Increase in AOV
10% - 15%Lift in RPV
PERSONALIZE YOUR HOMEPAGE
35%Decrease In Bounce Rate
20%Increase in
Homepage AOV
35%Sales Uplift
DELIVER USER-AWARE CATEGORY PAGES
Run Automated Multivariate Tests, Optimized for Revenue Uplift
Automatically Display the Right Sort Order to Maximize Yield
Personalized Grid Based on Behavior and Product Affinity
10% - 20%Lift in ARPU
Name: Ira E. ID: 1985490376
- Color Affinity: Purple - Life Time Value: 42,835 руб. - Segment: Price-Sensitive
Auto Personalized Product Grid
DISPLAY INCENTIVIZING OVERLAYS AND NOTIFICATIONS
Low in stock notifications
triggered to visitors
10% - 20%Lift in Conversion
Emphasized Top Reviews to Engage
Idle Visitors
SERVE PERSONALIZED SHOPPING CART EXPERIENCES
Fuse Multiple Recommendation Strategies
Increase Items Per Order with Cart Recommendations
Fit by AbBY
5% - 15%Lift in Revenue Per Visit
Be the first to know Visit a storeYour email Sign me up Find a store
45% LIFT IN CONVERSION WITH PERSONALIZED RECOMMENDATIONS, BANNERS & MESSAGES
$15M FIRST YEAR GROSS PROFIT UPLIFTWITH PERSONALIZED MESSAGES, COUPONS & BANNERS
35X Return on Investment
8% Overall Increase in Revenue Per Session
FIRESIDE CHAT WITH MACKAGE
NOAH GOLDBERGEcommerce Director
3
19 DIFFERENT HOMEPAGE VARIATIONS
Personalization based on weather, temperature, gender, language and geo.
Uber weather targeting differentiates between extreme cold, cold, and mild temperatures to recommend the right coat or jacket.
POWERFUL PRODUCT RECOMMENDATIONS ON
THE PRODUCT PAGES
Automated product recommendations on the product
pages significantly increased conversions.
Product recommendation results paid for the software
investment in matter of weeks.
Reap the Benefits of Personalized Customer Experiences
THANK YOU
@_charlesbrunTALK TO US AT [email protected]