The days of a one-size-fits-all solution are long gone. Digital today is about creating a customer experience that caters to an individuals needs. The recent Econsultancy/Adobe Digital Intelligence Briefing found that the number one digital priority for organisations in 2015 was lead by Targeting & Personalisation. This is a deck I recently presented at a conference to some of Australia's largest ecommerce retailers. It outlines the fundamentals of digital personalisation and how the big players in digital are focusing their efforts (and budgets) on creating a personalised customer experience for their audience. It touches on the big three - Amazon, Facebook and Google, as well as discussing the personalisation and customisation offerings available in the market today. Hope you find it helpful.

1. A High Level Introduction to
Digital Personalisation
An Internet all
about you
1

2. 2
When most people think of the Tom Cruise
movie Minority Report, the thing that sticks in their minds
most is usually the cool hand-waving interface
he uses.

3. 3
But it was this scene that really stood out to me.

4. 4
Where ads were talking directly to the character.
Asking him how he enjoyed his previous purchase, or if
he’d like to see other products catered for him.

5. 5
Yet, just 12 years later and this ‘imaginary’ sci-fi
movie technology is the norm of today.

6. Smart businesses are finding a way of merging both
online and offline environments, and focusing their
efforts not only the platform, but on the individual.

7. 7
“Which three digital-
related areas are the
top priorities for your
organisation in 2015?”
Adobe Quarterly Digital Intelligence Briefing 2015

8. 8

9. 9
“Over the next five years,
what is the primary way
your organisation will
seek to differentiate
itself from competitors?”
Adobe Quarterly Digital Intelligence Briefing 2015

10. 10

11. 11
The days of a one-size fits all solution
being enough are over.
Digital today is about creating a customer
experience that caters to an individuals
needs.

12. 12
So who are the ones leading the way as far as
online personalisation goes?

13. Amazon
13

14. 14
Amazon are amazing at creating a personalised online
Experience for their customers. Every visit provides
recommendations based on your interactions.

15. Logged in users are reminded about specials and items that
they have shown interest in previously directly to their inbox.

16. 16
of consumers in the U.K. said that no company offers the
same levels of web-personalisation as Amazon
%
Digital Personalisation Study 2014 - BloomReach

17. Facebook

18. Facebook’s Graph Search has made it easier for users (and
marketers) to personalise the Facebook experience .

19. The ability to search Facebook’s social graph has essentially
turned Facebook into a search engine for – and based on -
your life.

20. Of course with such a personalised experience, comes the
possibility of doing some super creepy stuff…

21. …and sometimes the data
required for such
personalisation can have
unintended consequences.
Particularly for people who are
unaware of security/privacy
settings, who often unwittingly
open up otherwise private data
to a very public forum.
In this particular test we were able to find out personal details for over 1000 members of the
Australian Military, 400 members of Victoria police, 250 of the Australian Air Force amongst others.
All this information is publically available via Graph Search in any Facebook account

22. And now with Facebook Atlas, marketers can personalise the
‘off-Facebook’ experience based on Facebook information.
Making Facebook one of the most powerful personalisation
and targeted marketing tools online today

23. 23
Amazon may be perceived as being number 1 for
personalised web experience…
… and Facebook is clearly customising their platform
experience for the individual too.

24. 24
But the title of ‘most personalised web experience’ is
definitely held by another company…

25. Google

26. 26
Google have perfected the
art of capturing data.
And they are capturing
A LOT of it!

27. 27
They use data you provide to customise the experience you
have with their products & services.
And you may be unaware that you are giving it to them.
Here are a few examples as to how…

28. Google search
The center-piece of the Google ecosystem.
Catering answers to all your questions. This data builds
a profile of how and what you do online.

29. YouTube
The world’s biggest search engine for video.
Similar to Google search data collection, but based around
the types of, and how you consume video content

30. Chrome
For what isn’t captured about your web interactions via
Google search, Chrome gets the rest. All the stuff you do
using Chrome is linked to your Google account (when
logged in to Google services)

31. Gmail
Everyone’s favorite email service, and Google’s robots are
reading all of them. Your emails, interactions and contacts are
linked to your account. Content & services from Google are
catered to you based on information in your emails.

32. Android
The mobile platform linked to your Google profile. A data
goldmine for Google! Services such as Google Now and
native Android apps cater information to you based on
elements such as location, habits, interactions and more.

33. Google Plus
Some see this as a failed attempt to take on Facebook, but in
reality Google Plus is the glue that pulls together your Google
profile. This is the pretty face you add to your data that Google
has on you. It allows you some autonomy as to how you want
Google to structure information about you.

34. Google Display Network
The GDN contributes to a very large amount of the ads you see
displayed on websites you visit. When you do see these ads,
Google assigns this data to your profile. This data helps to
cater demographic information about you.
(You can see this in action via Demographics reports in Google Analytics)

35. Google Fiber
Google’s very popular, ultra-fast ISP offering. Essentially
closing the loop on data capture. What isn’t captured via your
account or device is now captured at the source. They not only
point you to the information – they can now provide it.

36. Google Drive
Storage for all things that you’d like in the cloud, but not
necessarily for public consumption. This information is also
scraped and assigned against who and how you interact
throughout the Google ecosystem.

37. Car O.S.
GM, Honda and Audi have partnered with Google to make
Android the operating system in their upcoming models of cars.
It’s all the data captured via Maps, navigation and more – in
your car.

38. Google Fit
Google’s foray into the health space. Capturing data on all
sorts of fun stuff like your weight, activity, heart rate and even
sleeping patterns.

39. Nest
The Wi-Fi enabled in-home thermostat business Google
purchased for $3.2billion.
Still very early, but the Nest purchase is believed to be the next
major step to a Google connected house.

40. Loon
The Google-X project to take connectivity world-wide and
without cables.
Loon is the Google moonshot project to send up massive
balloons that provide internet anywhere, at anytime.

41. Google pretty much have – or are about to have – data for
every moment of your life. Home or at work. Awake or asleep.
Interacting with a device or not.

42. 42
“The destiny of Google’s search engine is to
become that Star Trek computer, and that’s
what we are building”
Amit Singhal,
Head of Google’s search rankings team

43. 43
But what
about me?
“Yeah sure, personalisation is all
good if you’re a multi-billion dollar
business…”

44. 44
Fortunately there are some pretty great
platforms available for businesses today that
are focusing on the entire personalised web
experience.

45. Sitecore’s powerful DMS (Digital Marketing Suite) is at
the core of their enterprise level CMS.
It allows users to set cards (profiles) of users and cater
the experience the platform offers based on pre-defined
rules, events or actions.
https://www.sitecore.net/platform.aspx

46. Part of the Adobe Marketing Cloud, Abode Target allows
for intuitive A/B tests that learn and optimise themselves
based on user behaviors.
Allowing your site to be able to alter and customise the
user experience in real-time.
http://www.adobe.com/au/solutions/testing-targeting.html

47. 47
And if your budget doesn’t permit a CMS/web solution
with baked-in personalisation capabilities, there are a
number of providers that can get you up and testing
asap for cheaper.

48. http://optimizely.com/
http://unbounce.com/
https://vwo.com/

49. The customers perception is
your business’s reality.

50. Be sure you are giving them
an experience that is
awesome!

51. 51
Thank you
Daylan Pearce
Digital Experience Manager – Next Digital
@DaylanDoes