Utilizing Onsite Personalization Strategies & Tools To Get More Intimate With Your Customers

Peter Hobolt Jensen VP Online Communications LEGO

With so much competition flooding the online marketplace, if you don’t add more value to your customers than your competitors, you’ll lose. The online shopper is more savvy than ever, and price sensitive, especially in a down market. LEGO is utilizing some pretty advanced personalization tools – they made the decision to dive into personalization knowing full well that differentiation and value could propel them above their competitors. Peter will evaluate the tools they are using, from product recommendations to onsite tracking, and report the results that they’ve seen.

• Examining the different approaches to onsite personalization and how you can efficiently begin tying them into your site
  
• Deciding whether to build or buy: How easily adaptable are the onsite personalization tools to your existing infrastructure?
  
• Achieving real-time dynamic content delivery based on click behavior
  
• Personalizing the experience for new and returning customers
  
• Tying your results into other customer touch points like email
  

Panel Discussion: Targeting Customers And Improving Your Marketing ROI Through Innovative Personalization & Segmentation Strategies

	David Kohel Director of eCommerce Fred Meyer Jewelers
	Kristi Hobbs Web Marketing Manager National Instruments
	Mark McWeeny VP Corporate Development and Marketing SmartBargains.com
	Pete Olson Vice President Product Management Amadesa

• Focusing on internal metrics as an underlying support mechanism to link business decisions to corporate goals
  
  • Examining channel, segment and department sales data to identify connections between marketing expenditures and consumer purchase patterns
    
  • Quantifying the potential impact of a proposed marketing effort
    
• Starting with targeted email campaigns and carrying your focused marketing messages into other sales channels like catalog or store
  
• Delivering targeted marketing messages on the phone via customer service reps with an optimized segmentation strategy
  
  • Presenting relevant future promotions, offers and discounts using your segmentation data
    
  • Maintaining up-to-date marketing messages across channels
    
• Offering dynamic messaging on your website to reinforce your personalized marketing messages
  

It’s All About The Individual! The New Era Of Adaptive Content And The Personalized Consumer Experience

Meyar Sheik CEO Certona & Retail Client

With the explosion of dynamically generated content on the Internet and the emergence of exciting new media and channels such as social networks and mobile, consumers want and expect far more relevant products and content and a more personalized online experience. There are tremendous “revenue optimization” opportunities for online retailers to dynamically personalize products, offers and content for their consumers across all the channels and to fully leverage their brands and communities.

• Different approaches to personalization and product optimization
  
• Advantages of real-time behavioral targeting for different revenue models
  
• Using real-time and personalized profiling for automated revenue optimization
  
• Making the consumer experience more relevant across multiple channels and platforms
  
• Respecting consumer privacy and overall experience
  
• Tracking and improving targeting for optimal revenue uplift
  

Panel Discussion: Creating A Personalization Strategy That Is Customer Focused & Engaging

	Peter Hobolt Jensen VP Online Communications LEGO
	Jack Kiefer President & CEO BabyAge
	Ranjana Sharma eCommerce Director Urban Outfitters

• Gathering customer specific preferences based on customer touch-points throughout the site
  
• Utilizing the knowledge of your customers purchasing patterns to set up strategic cross-sell promotions
  
• Examining the keys to making intelligent recommendations to your client base
  
• Identifying technologies that are enhancing the process of delivering a personalized message
  

Taking A Dynamic Approach To Understanding Your Customer

For Fred Meyer Jewelers, it’s not all about usability anymore. It’s about making the experience for the customer dynamic, and basing that experience on purchase patterns and site behavior. David is helping Fred Meyer launch what they are calling “intelligence tracking” – with the goal of allowing the behaviors of the consumer dictate the process and the environment that they are in. In his talk, he’ll report back first results and show you how usability is now being determined by the customer.

• Creating a dynamic customer experience based on purchasing patterns and site behavior
  
• Allowing the behavior of the consumer to dictate the process and the environment that they are in – customer generated usability
  
• Customizing traffic stream based on patterns as customers move throughout the site
  
• Utilizing dynamic personalization to “intelligence track” and create the ultimate in customized, customer experiences