Optimizely Connect with Tealium: How segmentation lets you create targeted online experiences
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The document outlines a webinar on using segmentation to create targeted online experiences, emphasizing the importance of personalized marketing strategies to meet consumer expectations. It discusses integrating data across channels and devices to form unified audience segments and improve engagement through tools like Tealium and Optimizely. The session includes practical examples of leveraging audience data for personalization and invites attendees to ask questions and sign up for future webinars.
Optimizely Connect with Tealium: How segmentation lets you create targeted online experiences
- 1. How segmentation lets you create targeted online experiences Jan 21st, 2016 Optimizely Amara Shah Tealium Jen Brown Stephanie Perozo Optimizely
- 2. Welcome to Optimizely Connect
- 3. Jen Brown Senior Business Consultant jen.brown@tealium.com Your presenters for today Amara Shah Sr. Tech Support Representative teja@optimizely.com Stephanie Perozo Marketing Coordinator stephanie@optimizely.com
- 4. 1. Intro - Why target online experiences? 2. Tealium - How to use your cross channel & device data to build rich audiences 3. Optimizely - Leveraging audiences for personalized experiences 4. Q&A Our Program for today
- 5. - Duration: 45 Minutes - Ask questions at any time - Use the question panel - We will answer qs at the end - Slides & recording will be sent out after the webinar Housekeeping
- 8. Keep up with quickly changing consumer expectations Consumers expect personalized experiences… …and business leaders want to deliver Source: Accenture Technology Vision 2015 Most welcome communication options Executive priorities in 2015
- 11. Segmentation is the practice of grouping different sets of like people (customers or potential customers) based on distinct needs and/or characteristics. Reading Tip: 7 Essential Customer Segments for Your E-commerce Website
- 12. 1. New vs. Returning visitors 2. Client vs. Non-Client 3. Bargain Hunters vs. Heavy Spenders 4. Location 5. Source-Type (Where did they come from?) 6. Recently Purchased (Did visitor buy in the last 30 days?) Potential Segments
- 13. Most companies today want to personalize. But it’s hard.
- 14. © 2016 Tealium Inc. All rights reserved. | Optimizely & Tealium Audience Integration Jen Brown, Senior Business Consultant
- 15. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 15 Segment & Engage Customers Everywhere Atmospheric Marketing • Collect visitor interaction data across every channel & device • Act on that data in real-time to improve engagement & conversion rates
- 16. © 2016 Tealium Inc. All rights reserved. | Atmospheric Marketing How do you create it? © 2015 Tealium Inc. All rights reserved. | 16 A unified view of your customers in a neutral, cross- vendor platform is needed Connect that data in real-time to every channel in your digital marketing stack Enrich with new attributes, audiences and offline data Leverage your first-party data
- 17. © 2016 Tealium Inc. All rights reserved. | Fragmented Customer View © 2015 Tealium Inc. All rights reserved. | 17
- 18. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 18 Unified Customer View The Best View First-‐party, real-‐.me, cross-‐channel
- 19. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 19 The Customer Data Platform Audience CDP Action
- 20. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 20 Customer Data Across Every Touchpoint On-site experience Mobile app Mobile push Display ads Re-targeting Search ads Social ads Email In-store Call Centre Analytics Targeted Testing & Personalisation
- 21. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 21 Build and enrich unified, real- time audience segments Tealium AudienceStream™ Manage and control your tags and vendors Tealium iQ™ Own all of your data to fuel deeper customer insights Tealium DataAccess™ Tealium Customer Data Platform
- 22. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 22 World’s Largest Enterprise Tag Management Solution Tealium iQ™ Solve tag management, data fragmentation & security vulnerabilities in a single platform. Gain efficiencies, agility and dramatically improved ROI across your vendor mix. Experience Layer Unlock the power of your data to optimize your web and mobile experiences Universal Data Layer Standardize all of your data across every vendor, unlocking its potential 850+ Turnkey Integrations Choose, launch, and manage every vendor in your ecosystem
- 23. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 23 Real-Time Customer Data in Every Channel Tealium AudienceStream™ Create a single customer view & eliminate technical barriers to boost conversion rates & retention. Universal Identity Stitch together visits across touchpoints into a single view of your customers Real-Time Triggers Take action immediately or leverage time-based actions Vendor Connectors Power all of your vendors with real-time and lifetime customer data points Universal Data Layer Clean data unlocked through Tealium iQ Build Audiences Create living customer segments based on online and offline behavior
- 24. © 2016 Tealium Inc. All rights reserved. | Product Walkthrough © 2015 Tealium Inc. All rights reserved. | 24
- 25. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 25
- 26. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 26
- 27. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 27
- 28. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 28
- 29. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 29
- 30. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 30
- 31. 3. Optimizely Llleveraging audiences for personalized experiences
- 32. • Optimizely in a Nutshell • Out of the box Audiences • Integration with AudienceStream • Basic Personalization Techniques • Example Use cases Optimizely, Audiences & Use Cases
- 33. Visual Editor Code Editor Optimizely in a Nutshell
- 34. • Optimizely in a Nutshell • Out of the box Audiences • Integration with AudienceStream • Basic Personalization Techniques • Example Use cases Optimizely, Audiences & Use Cases
- 35. Audience Targeting Optimizely makes testing and targeting easy
- 36. Create an audience by dragging conditions into the box 1
- 38. • Optimizely in a Nutshell • Out of the box Audiences • Integration with AudienceStream • Basic Personalization Techniques • Example Use cases Optimizely, Audiences & Use Cases
- 39. 1 2 Turn on the integration and enter your Tealium Account ID
- 40. Optimizely Audiences Live in Audiences Tab
- 41. 1
- 42. Drag the relevant Tealium segment into the audience builder 1 2
- 43. • Optimizely in a Nutshell • Out of the box Audiences • Integration with AudienceStream • Basic Personalization Techniques • Example Use cases Optimizely, Audiences & Use Cases
- 44. Default Experience Personalized Experience Retail Use Case Audience: High Spenders
- 45. Default Experience Personalized Experience Media Use Case #1 - CBS Audience: visitors who have browsed >4 soap-related pages
- 46. Default Experience Personalized Experience Media Use Case #1 - CBS Audience: visitors who have browsed >4 soap-related pages
- 47. Default Experience Personalized Experience Media Use Case #2 Audience: Sports Fan from San Francisco
- 48. Default Experience Personalized Experience Media Use Case #2
- 49. Default Experience Personalized Experience Media Use Case #2
- 50. Travel Use Case
- 51. Default Experience Personalized Experience Travel Use Case Audience: Couples
- 52. Default Experience Personalized Experience Travel Use Case Audience: Family Travellers
- 53. Default Experience Personalized Experience Travel Use Case Audience: Golf Travellers
- 54. Target audiences with predictive analytics and segmentation Optimize every digital experience with ease through Testing and Personalization Understand the impact of your optimization strategy with Analytics Connect the essential data from visitor behavior, 1st-party and 3rd-party sources Optimizely enables you to…
- 55. 4. Q&A
- 56. Sign up for our next Connect Webinar! Date: Feb 9th Time: 15:30 CET Sign up here