The What, Where, How and Why of Personalisation – Ian Coupland – Nottingham Digital Summit

Posted on 21/06/2018 by Team Hallam

Next up today is Ian Coupland, of the Digital Media & Marketing Services team at Experian. He delivered a really insightful talk on marketing personalisation, breaking down what it is, who's doing it well, where it can be used, why should we bother with personalisation, and how to approach it.

Video: Ian Coupland – The What, Where, How and Why of Personalisation

Slidedeck presentation: Ian Coupland – The What, Where, how and Why of Personalisation

Ian Coupland – Marketing Personalisation – Evolving Consumer Engagement – Nottingham Digital Summit from Hallam

What is Personalisation?

Ian covered a few examples of companies that are doing personalisation well.

Everyone’s familiar with the Amazon homepage, which uses its mountains of customer data to present you with recommended items – based on both what you’ve browsed in the past, and also what users who have browsed similar items are interested in.

Similarly, Netflix uses the power of other peoples’ data to highlight TV and films you’re likely to be interested in, based on the fact that ‘people like you generally like these things’.

Spotify’s Discover Weekly feature, which presents users with music they’re likely to be interested in but haven’t heard before, works on a similar principle. Using massive amounts of user data, they are able to make personalised recommendations.

Where Can Personalisation Be Used?

Users have a large number of devices and use a range of different browsers, which are all used at different times. How can all of these touch-points be tied together with a single personalised experience?

This is where the traditional marketing funnel, based on awareness, interest, decision and action comes in. At the awareness stage, personas should be built and utilised throughout the funnel.

The consumer should be identified as accurately as possible, and this information should be used to inform all marketing activity throughout the funnel.

This will yield some great results:

  • More relevant messages
  • Better user experience
  • Better acquisition and retention
  • Improved conversion rates

What’s not to like?!

Why Should You Bother with Personalisation?

Looking in a bit more detail at the benefits of marketing personalisation, there are some really impressive stats:

  • Users are 79% more likely to engage with a personalised offer
  • 88% of marketers reported seeing measurable improvements due to personalisation. More than half reported a lift greater than 10%
  • 78% say personally relevant content from brands increases their purchase intent
  • 50% reduction in acquisition cost
  • 5 – 15% increase in revenues

So, overall, it leads to an increased efficiency of marketing spend.

How Do You Personalise?

Despite all the different browsers and channels used, seven out of ten people still expect consistent experiences across all channels. Despite this, only 28% of marketers are currently personalising their on-site experiences.

It can be difficult to understand customer identities, as up to 40% of visitors are “unknown”. In addition, you may only find out who they are after they’ve converted. How do you personalise to these groups?

Experian data, covering 70% of connected UK households and 120m digital identifiers, can be used to inform on-site experiences, making insight into audiences available to brands at the point of interaction.

Key Takeaways

  • If you have data on your customers, use it to personalise
  • Personalisation isn’t all about the individual – it’s about groups and personas, which make users feel like an individual
  • Match your content to the customer’s profile/persona
  • If you don’t know who it is, ask someone who does

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The What, Where, How and Why of Personalisation – Ian Coupland – Nottingham Digital Summit

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