How to Execute and A/B Test Cross-Channel Personalization
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The webinar focuses on executing A/B testing for cross-channel personalization, emphasizing the importance of a unified customer profile and effective data synchronization. It addresses challenges like organizational misalignment and siloed data, while offering a structured A/B testing process consisting of research, prioritization, experimentation, and analysis. Additionally, it provides insights on improving customer experience through personalization and ensures a culture where insights lead to wins.
How to Execute and A/B Test Cross-Channel Personalization
- 1. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Executing and A/B Testing Cross-Channel Personalization Andy Zimmerman, Evergage Shanelle Mullin, ConversionXL
- 2. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Agenda • The Cross-Channel Imperative • Challenges • Solution Requirements • Examples • A/B Test Process • Prioritization • Duration • Results and Archiving • Q & A
- 3. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION The Cross-Channel Imperative
- 4. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Challenge: Cross-Channel is Happening Now
- 5. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Challenge: Cross-Channel is Happening Now
- 6. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION 70% OF WALMART.COM TRAFFIC LAST HOLIDAY SEASON WAS MOBILE DEVICES. Forrester: Your Digital Experience Technology Starts With A Customer Journey Map
- 7. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION
- 8. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION 69%
- 9. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION $1.5 Trillion retail sales generated by cross-channel interactions – Forrester, The Omnichannel Commerce Playbook for 2016
- 10. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION 47% of bank customers engaged in at least one cross-channel interaction over 90 day period. – Forrester, Design Better Cross-Channel Banking Journeys
- 11. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Top Goal is Customer Experience
- 12. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION 4 Key Elements of a Great Customer Experience 4 1 Remember me. 2 Understand me. 3 Help me achieve my goals. Surprise me. Delight me.
- 13. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Cross-Channel Personalization
- 14. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience. – Forrester’s North American Consumer Technographics® Brand Compass Survey, Q3 2015
- 15. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION The Cross-Channel Challenge
- 16. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Challenge: Organizational Misalignment – Forrester, The Omnichannel Commerce Playbook for 2016
- 17. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Challenge: Organizational Misalignment – Forrester, The Omnichannel Commerce Playbook for 2016
- 18. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Challenge: Data is Siloed Marketers are using SIX or more tools to collect performance data. Marketing Analytics Tool Website Analytics Tool arketing Automation Tool Operational Analytics Tool ness Intelligence System Sales Automation Tool rketing or Online Surveys rformance/Analytics Tool CRM System ERP System 0% 20% 40% 60% 80% 30% 42% 43% 44% 54% 54% 57% 57% 69% 79%
- 19. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Requirements for a Cross-Channel Personalization Solution
- 20. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Track Behavior Across Channels Website Email SearchMobile Web App
- 21. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Synch Data with Other Systems CRM Marketing Automation Email Marketing Data Warehouse Data Lake Call Center
- 22. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION One Unified Customer Profile
- 23. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Core Capabilities of Personalization Platform Cross-channel Targeting Algorithmic Recommendations Real-Time Segmentation A/B & MV Testing Analysis & Attribution Behavioral Tracking Unified Customer Profile
- 24. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Cross-Channel Personalization Maturity Evolution Beginning Intermediate Part A Intermediate Part B Advanced Step 1 Digital Channel 2 or 3 Digital Channels Synch with other systems All channels, including agents Web Mobile App Open-time Email Search Web Mobile App Open-time Email Search CRM System Email/MAP Data Warehouse Call Center In-Store Kiosk Reps/Agents Benefit One Team Multiple Teams Better data, Targeting x-channel Organization-wide Challenge Getting Started Cross-Team coordination needed Coordinate synch if not out-of-box, APIs Additional Integrations
- 25. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Examples of Cross-Channel Personalization
- 26. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Ski Resort Example
- 27. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Ski Resort Example
- 28. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Ski Resort Example
- 29. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Rue La La Example
- 30. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION How to A/B Test
- 31. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION
- 32. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Only 32% of small companies and 42% of large companies have a structured, documented process.
- 33. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION
- 34. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION 1. Research 2. Prioritize 3. Experiment 4. Analyze and Learn
- 35. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION
- 36. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Prioritization Problems 1. Ease and impact are too subjective 2. Too rigid. 3. Doesn’t encourage a data-driven culture
- 37. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION
- 38. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Prioritization Fixes 1. Binary responses 2. Customizable variables 3. Ask everyone to bring data
- 39. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Grab the Template bit.ly/pxlmodel
- 40. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION
- 41. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION
- 42. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION
- 43. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Determining How Long to Test 1. Calculating sample size 2. Running for full weeks, usually two cycles
- 44. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION
- 45. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION
- 46. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION
- 47. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Use the Calculator bit.ly/evansample
- 48. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Ensuring a Representative Sample 1. Every day of the week 2. Various traffic sources 3. Ad, email, social, content schedule 4. External factors (e.g. holidays) 5. Comparison shoppers
- 49. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION On External Factors... 1. Season 2. Day of the Week 3. Press 4. PPC / SEM / SEO 5. Word of Mouth
- 50. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION On Sample Pollution... 1. Length pollution 2. Device pollution 3. Browser pollution 4. Cookie pollution
- 51. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Watch Out... 1. Regression to the mean 2. The novelty effect 3. Simultaneous testing
- 52. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Creating a Hypothesis 1. Is it designed to solve a conversion problem? 2. Is it measurable / testable? 3. Will you gain insight, win or lose?
- 53. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION
- 54. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Skills That Help with Testing 1. HTML, CSS, JavaScript, jQuery 2. Design 3. Copywriting
- 55. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION
- 56. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Get the Details bit.ly/gaabresults
- 57. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION No Difference? Not So Fast... 1. Maybe the implementation sucked. 2. The variation might’ve won in a segment.
- 58. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION
- 59. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Segmentation 101 1. Desktop vs. Mobile 2. New vs. Returning 3. Traffic Direct on the Page vs. Traffic via Internal Link
- 60. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Insights > Wins
- 61. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Why Archive? 1. To avoid repeating tests 2. To better communicate wins and insights 3. To improve the quality of future tests 4. To create an insights > wins culture
- 62. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Archive Methods 1. Iridion 2. Effective Experiments 3. GrowthHackers Projects 4. Experiment Engine 5. Testing Tool 6. Excel
- 63. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Conversion optimization training program. evergage-webinar
- 64. WEBINAR: EXECUTING AND A/B TESTING CROSS-CHANNEL PERSONALIZATION Questions?