The document outlines an Optimizely workshop on personalization strategy essentials. The agenda includes an overview of key concepts, core principles of personalization, discovering audiences, creating targeted experiences, running effective campaigns, and personalization tactics. Personalization is defined as delivering tailored experiences to meaningful audiences to improve business metrics. Audiences are subsets of visitors that share common attributes, and experiences are where personalized messages can be delivered.

2. Personalization
Strategy Essentials
Hudson Arnold
Strategy Consultant
An Optimizely Online Workshop
Daniel Quick
Customer Education Manager

3. • We are recording this workshop!
• http://community.optimizely.com
• Feel free to ask questions!

4. • Overview of Key Concepts
• Core Principles of Personalization
• Discovering your Audience
• Creating Targeted Experiences
• Running Effective Campaigns
• Personalization Tactics
Agenda

5. What is personalization?

6. What is personalization?
Sup, bro?

7. What is personalization?
What a beautiful
day. Good morning!
Sup, bro?

8. What is personalization?
Click that!
Buy this!

9. What is personalization?
Delivering a tailored experience
to meaningful audiences
so you can improve metrics
important to your business.

10. •Overview of Key Concepts
• Core Principles of Personalization
• Discovering your Audience
• Creating Targeted Experiences
• Running Effective Campaigns
• Personalization Tactics
Agenda

11. Audiences are subsets of visitors that
have something in common with each other.

12. Audiences are subsets of visitors that
have something in common with each other.

13. Audiences are subsets of visitors that
have something in common with each other.

14. Audiences are subsets of visitors that
have something in common with each other.

15. Audiences are subsets of visitors that
have something in common with each other.

16. Experiences are the aspects of your
site or app where you’ll deliver
personalized messages.
Banner
Headline
Lightbox

17. Campaigns are the intersection between your
audiences and your targeted experiences.
Campaigns
x xx
Audiences
x
Experiences

18. • Overview of Key Concepts
• Core Principles of Personalization
• Discovering your Audience
• Creating Targeted Experiences
• Running Effective Campaigns
• Personalization Tactics
Agenda

20. Teenage + Girl + Spring =
Apparel Site:

21. Teenage + Girl + Spring =
Adult + Income + City =
Apparel Site:
Bicycle Site:

22. Data
• Qualitative Surveys
• Web Analytics
• Purchase Data
• CRM
• Bounce Rates

23. • Are there drop-offs in your conversion funnel that are
more severe for particular device types?
• Is there an overabundance of negative survey data
from users who are new to your site?
• Is there a cohort of your customers that you’d like to
incentivize more aggressively because they haven’t
purchased in a long time?
Questions you might ask your data:

24. Visitor Attributes
Behavioral
• Groupings based on similar behavior
• For example: browsing behavior, purchase behavior, abandonment

25. Visitor Attributes
Behavioral
Contextual
• Groupings based on similar behavior
• For example: browsing behavior, purchase behavior, abandonment
• Groupings based on current state of visitor (but change over time)
• For example: device type, time of day, new vs. repeat visitor

26. Visitor Attributes
Behavioral
Contextual
Demographic
• Groupings based on similar behavior
• For example: browsing behavior, purchase behavior, abandonment
• Groupings based on current state of visitor (but change over time)
• For example: device type, time of day, new vs. repeat visitor
• Groupings based on stable individual attributes
• For example: age, gender, income

27. Discover Audiences
• Create User Personas
• Analyze Historical Data
• Reference Technical Attributes

28. • Overview of Key Concepts
• Core Principles of Personalization
• Discovering your Audience
• Creating Targeted Experiences
• Running Effective Campaigns
• Personalization Tactics
Agenda

29. Brainstorm Messages

30. Brainstorm Messages
Go somewhere warm!Go somewhere warm!

31. Brainstorm Messages
Go somewhere warm!

32. Where are the places that we an
apply personalization messages?
Consider:
• Headlines
• Images
• Light-boxes
• Recommended Content
• Promotional Banners
• CTAs
Experience Review
x

33. Messaging Matrix

34. Prioritize & Test
• Targeted A/B Testing
• Validate your audience
and experience
hypotheses
• Prioritize tests based on
their value and effort ratio

35. Creating Experiences
• Brainstorm Messages
• Review your Experiences
• Create a Messaging Matrix
• Test and Prioritize

36. • Overview of Key Concepts
• Core Principles of Personalization
• Discovering your Audience
• Creating Targeted Experiences
• Running Effective Campaigns
• Personalization Tactics
Agenda

37. Managing Overlap
Men’s
Swimsuits Bags

38. Managing Overlap
Men’s
Swimsuits Bags

39. Managing Overlap
Men’s
BagsSwimsuits

40. Managing Overlap
Men’s
BagsSwimsuits

41. Measuring Performance: Holdbacks

42. 5% 95%
Measuring Performance: Holdbacks

43. A B
Measuring Performance: Holdbacks

44. A B
Measuring Performance: Holdbacks

45. A B
Measuring Performance: Holdbacks

46. Running Campaigns
• Manage Overlap
• Measure Performance with
Holdbacks
• Sync A/B Testing and
Personalization

47. • Overview of Key Concepts
• Core Principles of Personalization
• Discovering your Audience
• Creating Targeted Experiences
• Running Effective Campaigns
• Personalization Tactics
Agenda

48. Symmetric Messaging

49. Symmetric Messaging

50. Symmetric Messaging

51. Behavioral Re-targeting

52. Behavioral Re-targeting
• You Recently Viewed
• You Might Also Like

53. Behavioral Re-targeting
• Use past browsing +
purchase history
• Show promotional banner

54. Contextual Empathy
• Location
• Show images and text with
emotional resonance

55. Contextual Empathy
• Device
• Custom CTAs,
messaging, etc.

56. Contextual Empathy
• New vs. Returning
• Registration Incentive

57. • Give us Feedback!
• Check out the Optiverse!
• Next workshop:
-Taking Action with Statistics, Sep. 23
Closing

58. • Questions?
Closing