When you watch videos on YouTube, you get suggestions of other videos you might like, based on your behavior. You get similar suggestions when you visit Amazon, ebay. .. Nice, isn't it? Well, it's more than that. Personalization is becoming a standard and your online presence should not lag behind. Take a look here to see how to increase turnover and customer engagement using personalization.

1. Personalization for Marketers:
The value of getting personal
Vassilis Giannakopoulos
Marketing Management
SciFY.org
This work by Vassilis Giannakopoulos is licensed under a
Creative Commons Attribution-ShareAlike 3.0 Unported License.
Based on a work at www.scify.org.
Α SciFY Academy presentation
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2. Personalization: A new concept?
Let’s see a 30 sec video…
 Probably the oldest concept in the history of trade
➔ Get to know the customer
➔ Offer what (s)he likes
➔ Get personal, Get paid for it.
“One
to One”
Marketing
 Yet, e-commerce used to lack this feature
➔ Personalization solutions are usually expensive
➔ You need to invest Time, and Time is precious
➔ …Well, Time and Attention are precious for the
customer, too
Must offer
Value for
Time and
Attention

3. Personalization: What?
Personalization:
 Delivering targeted content
 Based on user behaviors, preferences and
provided user-related information.
Personal
level,
Self-relevant
Personalization technology enables the dynamic insertion,
customization or suggestion of content
Products,
text, images...
in any format that is relevant to the individual user,
Sites, e-mails,
apps, kiosks...
based on the user’s implicit behaviour and preferences,
and explicitly given details.
Behaviour
and disclosed
info

5. Personalization: A commodity ?
We cherish it online ever y day…
…and consider it a standard
 Social Networks (Youtube, Facebook, Twitter)
 E-shops (e-bay, Amazon…)
 News sites...
Yours ?
 Is becoming a standard
 Offers Value for Time
 Offers Value for Attention
Too late in,
means lagging
dangerously behind

6. Personalization: The value
from a marketer’s standpoint
Get Personal…and get more

7. Personalization: The benefits
Offer services and
content (news,
suggestions, images…)
that are self-relevant
- Increase customer / user
engagement
- Increase conversions
Become more competitive:
responsive and cost-efficient
Learn customer behaviour
and act accordingly
Positive results
var y depending on
variable and mix
Incorporate acquired
knowledge in the
Marketing Mix

8. Personalizing Online: The value
Customized
suggestions
+ Time
on site/app
Ad model
+ Ads seen
+ Clicks
+€
Interesting
content
+ Pages
visited
Sell
online
+
Chances
to sell
Right
Mix ?
Self-Relevant Content
Branding
Sharable?
+ Social shares
Authority…
Site visits

9. Personalizing: For the offline store
Customized
suggestions
e.g. From newsletter / site
Interesting
content
Visit the
store
S elf-Relevant
Content
+ Chances
to sell
Right
Mix ?
Customer Profile
knowledge
from analysis
e.g. Customer brings coupon
that reveals identity and profile
+ $ales

10. Personalization:
Key Success Factors
Get Personal…and get more

11. Key Success Factors
 Choose the right solution
✔ Powerful, adaptive, easy start
✔ Work with an expert
✔ Keep costs low (e.g. PSer ver)
 Get to know your customers; one step at a time
 Adapt your mix to your customers’ preferences
✔ Use knowledge across all channels (e.g. site, newsletter…)
✔ Personalize using more ways (e.g. responsive design)
 Start small, keep learning and adapting
✔ Measure, plan, try, learn, adapt

12. The value of being close
 Personalization is becoming a standard service
 It offers Value for Time and Attention
 Huge potential
 Clear benefits (monetization, engagement…)
 Easy start
 You need some time to fully exploit it
You can start now
Or wait for the competition to do it
first...

13. SciFY Academy
“Sharing knowledge, we become better”