Workshop delivered for the Leeds business Week 2017 event with an emphasis on SMEs building a better customer engagement. Best practices for personalisation and marketing automation through data management, integrated IT architecture and creative content. We looked at how companies can improve their engagement through building personas, design customer journey, better customer interface through integrating IT support to core marketing activities.

1. Personalisation & Mrkt.
Automation
Improving Customer Engagement & Retention
@andylima

2. 63%
...of consumers report “name only” contact no longer has an
impact due to the volume of emails they receive (Lyris
Survey)

3. Intro
❏What business are we in? (Jack Ma and Jeff
Bezos) - We are all in the data business!
❏If Content is King, Data is the Kingdom
❏From dialogue to trialogue - a little
creepiness is acceptable (?!)
❏Predicting Behaviour is a profitable
business.
❏FAAG (The big four)is reshaping society and
businesses

4. Before you start...
❏Personalisation is the interface, the moment of truth you
customers experience.
❏Automation is the IT support you need to deliver to get
the above.
❏Always starts with your end-user in mind.
❏Understand the underlying IT architecture needed to set
you in the right direction - get a close relationship
with the IT team.
❏Know your capabilities - What are you up against
(immediacy and capabilities).

5. Start with your end
user in mind!
❏ Research and design your buying or customer
personas.
❏ Design a customer experience blue print based
on your customer’s profile (CX).
❏ Build your customer journey - end to end
journey - (remember that most journeys already
exists with or without you) - Pain points -
(Check Clickfox).
❏ link every touchpoint with processes and
automated off-stage activities.

6. Build your AIR-flow
Attention Intention Retention
Capabilities + Content + Context + Consistency = Results

7. Steps to Personalisation
Step 1: Start with your business context
Step 2: Sort your data out
Do I have enough data about my customers?
Do I have the resources to do personalization?
Do I have a process for validating my personalization ideas?
Step 3: Science the s*&t out of data - Personalization
insight and ideation
Step 4: Get the right deployment software AND people in
place
Step 5: Execute Personalisation

8. What to avoid...
Use of Off-the-shelf solution without any strategic planning.
Weak Personalisation based on little or no data analysis and a blueprint
driving the implementation.
Lack of rigorous process to hypothesize, test, and validate personalization
ideas.
Lack of resources to sustain the many additional marketing messages that
must be created to support multiple, personalized target segments.
Lack of interdepartmental integration, wrong expectations among the parts of
the project and silo-thinking.
Widerfunnel, 2017

9. 38% of companies still not undertaking any form of
personalised communication.
32% of those who have done it report a considerable increase
in conversions rates across channels
CRMT, 2016

10. Data Management
+
Automation Apps
+
Personalised
Creative content
❏ Personalisation through
relevant content to your
target customer AND the
marketing channel they are in;
❏ Automation set your your
personalisation alive and
releases your sales and
marketing teams to focus on
closing qualified leads;
❏ Data gathered feeds back into
your data management system
and the loop restart
stronger and more streamlined.

11. “Personalization requires the same inputs and
workflow as testing; sound technical
implementation, research-driven ideation, a clear
methodology for translating concepts into test
hypotheses, and tight technical execution. In this
sense, personalization is really just an extension
of A/B testing and normal optimization activities.
What’s more, successful personalization
campaigns are the result of testing and
iteration.” – Hudson Arnold

12. Personalisation
Continued
Charlotte Tyson
@Tyson_Digital

13. 19%
...average uplift on conversions through personalisation
(Sagittarius)

14. Types of Personalisation
Content
[showing relevant content for the consumer]
E-Commerce
[showing related products, or products
previously purchased]
Email
[Automated, relevant content]

15. Who does it well?
Subscription Services:
Graze, Birchbox, Netflix,
Spotify

16. Who does it well?
Naked Wines
Start the customer journey with a
questions about preferences,
content will then be personalised
to that individual based on the
answers.

17. Who does it well?
Late Rooms
Geolocation used in
Email Marketing
campaign, warning
British customers
about an upcoming
storm.

18. Tools
Hotjar - Help to understand your customer journey
Jumplead - Marketing Automation Software
Mailchimp - Email platform offering automation
Buffer - Social Media Management Platform

19. Wordpress Site?
There are a number of plugins available to support
personalisation on a wordpress site.
- Content Aware Sidebars // Dynamically changing
content + Free

20. Personalise Smart, Not Creepy!

21. Working towards
a single, 360°
customer viewYPO
Don’t just
segment, make
each customer’s
experience an
individual one.

22. 77%
...of consumers have chosen, recommended, or paid more for a
brand that provides a personalised service or experience.
(Forrester)

23. Challenges
Streamlined customer data
Data required for personalisation should be streamlined
in a 360° viewpoint, from marketing to customer service
and every other department involved in the customer
journey.
● Amount of content needed
We have lots of customers that may all want different
experiences on the website, meaning that the content
authors will need to create more blog posts than on the
standard website, especially with the implementation of
A/B testing.

24. Ensuring it will work
Strategy
Customer Personas and sound knowledge
of their journey
Working in line with other
departments

25. What could stall the project?
General Data Protection Regulation (GDPR) comes into
effect on 25th May 2018. Are you ready?
GDPR will have a major effect on Marketing and, if your
business is not compliant you could be faced with
fines of 4% of turnover or €20m, whichever is higher.
If you begin to prepare now, you will less likely need to
disrupt any marketing activity next year.

26. How will it help?
Our mission is to be the UK's number one public sector
buying organisation.
Personalisation will:
- Increase conversion rates
- Enable us to be a leader of personalisation within the
public sector
- Give us a better understanding of our customer

27. GDPR
DON’T FORGET!

28. Referencing & Links
Business Matters (2015). Five steps to creating a personalisation strategy. Available at: <http://www.bmmagazine.co.uk/in-business/advice/five-steps-to-
creating-a-personalisation-strategy/>. Published on September 7th, 2015. Retrieved: 22/09/17.
Freeman,A.(2016) 8 ways to introduce personalisation into your marketing strategy. Avaiable at: <https://www.crmtechnologies.com/insights/8-ways-
introduce-personalisation-your-marketing-strategy>. Published on July, 14th 2106. Retrieved: 22/09/17.
Goward, C. (2017). Build the most effective personalization strategy: A 4-step roadmap. Avaiable at: <https://www.widerfunnel.com/personalization-
strategy/. Published on February, 7th 2017. Retrieved: 22?09/2017.
Kraft, B. (2017). 6 Savvy Steps to Dive into Personalisation Today. Available at:
<http://digitalmarketingmagazine.co.uk/digital-marketing-features/6-savvy-steps-to-dive-into-personalisation-today/4023>. Published on January 13th, 2017.
Retrieved: 22/09/17
LinkedIn Marketing Solutions (10 May 2015). McKinsey: How The Digital Age is Disrupting the Marketing Framework [Video File]. Available at:
<https://www.youtube.com/watch?v=E6nZiGIr8VQ&index=123&list=WL>. Retrieved: 22/09/17.
Moth, D. (2015).38% of marketers do not use personalisation: report. Avaiable at: <https://econsultancy.com/blog/65930 -38-of-marketers-do-not-use-
personalisation-report/>. Published on January, 5th 2015. Retrieved: 22/09/17.
Myles, M (2015). How to personalise your marketing – four easy steps. Avaiable at: <http://www.experian.co.uk/blogs/latest-thinking/personalising-
marketing/>. Published on March, 4th 2015. Retrieved: 22/09/17.
Severinghaus, E. (2015). Getting Started With Personalization: 3 Simple Steps. Available at: <https://www.forbes.com/sites/theyec/2015/08/25/getting-
started-with-personalization-3-simple-steps/#6e4ade7f383a>. Published on August, 25th, 2015. Retrieved: 22/09/17.