Creating Superaudeinces: Personalizing The Customer Experience By Kyle Duford

Kyle DufordGlobal Vice President of Digital & eCommerceDr. Martens

@kyleduford

GREAT TO BE BACK IN BOSTON

#MARTECH17

@kyleduford

GREAT TO BE BACK IN BOSTON

#MARTECH17

@kyleduford

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BORN FROM INDUSTRY AND TRADITION

OUR HERITAGE

@kyleduford

OUR HERITAGE

A SYMBOL OF REBELLIOUS

SELF EXPRESSION

@kyleduford

OUR BRAND EMBODIESAUTHENTICITY AND

EMPOWERMENT

IN THE DIGITAL ERA, BRANDS HAVE A CHOICE

Use data to treat people like

targets and clicks

Use data to treat people like

individualsOR

@kyleduford

WE CHOOSE PERSONALIZED, AUTHENTIC MARKETING

RIGHT PERSON. RIGHT MESSAGE. RIGHT PLACE.

KNOW YOUR TRIBE

PERSONALIZE THE EXPERIENCE

ENGAGE ON CHANNELS THAT WORK FOR THEM (NOT YOU)

@kyleduford

I’M LOOKINGTO REPLACE MY HAT

#MARTECH17

@kyleduford

I’M LOOKINGTO REPLACE MY HAT

#MARTECH17

@kyleduford

MOREOVER, THE RED SOXWANT ME TO BUY A HAT

(2017 POST SEASON PLAYOFFS)

BUT I DON’T LIVEIN BOSTON.

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#MARTECH17

@kyleduford

I NEVER GET SERVED AN ADVERTISING

I GET THIS...

#MARTECH17

@kyleduford

…OR THIS.

#MARTECH17

@kyleduford

OUR HERITAGE

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@kyleduford

OUR HERITAGE

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OUR HERITAGE

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OUR HERITAGE

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Geography

Gender

Age

Visits

Geography

Gender

Age

Visits

Affinity

Engagement

Behavior

Purchase History

Search

Likes/Fans

VS.

RIGHT PERSON. RIGHT MESSAGE. RIGHT PLACE.

KNOW YOUR TRIBE

PERSONALIZE THE EXPERIENCE

ENGAGE ON CHANNELS THAT WORK FOR THEM (NOT YOU)

@kyleduford

HOW DO YOU LEARN REALITY?SWIPE RIGHT.

RIGHT PERSON.

@kyleduford

PROGRESSIVE PROFILES:DATE YOUR CUSTOMER

RIGHT PERSON.

@kyleduford

PROFILE EXAMPLE ?

Demographics: Location, Age (7-70!)

Awareness Level:1. Know the brand, have worn but MIA2. Know the brand but never purchased3. Haven’t heard of us

RIGHT PERSON.

@kyleduford

THE SILOEDMARTECH STACK

RIGHT PERSON.

@kyleduford

RIGHT PERSON.

THE SILOEDMARTECH STACK

@kyleduford

RIGHT PERSON.

THE SILOEDMARTECH STACK

CustomerData

Platform

@kyleduford

RESOLVED,COMPREHENSIVE

PROFILES• Known vs. anonymous• Personal affinities• Purchase history• Web engagement• Email engagement• Heuristics• Behavioral scoring

RIGHT PERSON.

PROFILE EXAMPLE ?

@kyleduford

LEVERAGE DATA SCIENCE TO LEARN AFFINITIES

RIGHT MESSAGE.

@kyleduford

Image here or chart here.+AFFINITY FOR KIDS BOOTS AND SHOES+ LIKELY TO ENGAGE

-(EXCLUDE RECENT PURCHASERS OF KIDS BOOTS/SHOES)

DATA SCIENCE-BASED AUDIENCES OFF-SITE

#1: BACK TO SCHOOL CAMPAIGN

@kyleduford

• 33 DAY CAMPAIGN

• DECREASED COST PER ACQUISITION

• IMPROVED RETURN ON AD SPEND

LOWER CPA,+ 49% ROAS

Generic Facebook Retargeting

[

Lytics-Powered Audience Using

Data Science

[

$11.73

$23.03

COST PER ACQUISITION

RESULTS: BACK TO SCHOOL CAMPAIGN

@kyleduford

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+AFFINITY FOR MADE IN ENGLAND LINE+ LIKELY TO ENGAGE

-(EXCLUDE RECENT PURCHASERS)

PERSONALIZATION POWERED BY DATASCIENCE ON-SITE

#2: MADE IN ENGLAND CAMPAIGN

@kyleduford

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PERSONALIZATION POWERED BY DATASCIENCE ON-SITE

#2: MADE IN ENGLAND CAMPAIGN

+AFFINITY FOR MADE IN ENGLAND LINE+ LIKELY TO ENGAGE

-(EXCLUDE RECENT PURCHASERS)

@kyleduford

DATA SCIENCE POWERS NEARLY 100% HIGHER

CONVERSION RATE

RESULTS: MADE IN ENGLAND CAMPAIGN

All Visitors

[

Lytics-Powered Audience Using

Data Science

[

0.85%

1.85%

Ecommerce Conversion Rate

@kyleduford

DATA SCIENCE POWERS 30% HIGHER

AVERAGE ORDER VALUE

All Visitors

[

Lytics-Powered Audience Using

Data Science

[

$140

$182

Average Order Value

RESULTS: MADE IN ENGLAND CAMPAIGN

@kyleduford

DATA SCIENCE POWERS HIGHER PURCHASE

MARGINSSUPER TARGETED AUDIENCE PURCHASE

HIGHER MARGIN PRODUCTS THAN AVERAGE SITE VISITORS

RESULTS: MADE IN ENGLAND CAMPAIGN

@kyleduford

GEO-FENCINGLOCALLY

SUPER TARGETED AUDIENCE PURCHASE HIGHER MARGIN PRODUCTS THAN

AVERAGE SITE VISITORS

#3: GEO-FENCING LOCAL STORES

@kyleduford

GEO-FENCINGLOCALLY

SUPER TARGETED AUDIENCE PURCHASE HIGHER MARGIN PRODUCTS THAN

AVERAGE SITE VISITORS

#3: GEO-FENCING LOCAL STORES

@kyleduford

@kyleduford

IT’S GETTING COLD

SUPER TARGETED AUDIENCE PURCHASE HIGHER MARGIN PRODUCTS THAN

AVERAGE SITE VISITORS

#4: WEATHER-BASED

IT’S GETTING COLD

SUPER TARGETED AUDIENCE PURCHASE HIGHER MARGIN PRODUCTS THAN

AVERAGE SITE VISITORS

#4: WEATHER-BASED

RIGHT MESSAGE TOYOUR SMALLER

AUDIENCES

#5: INDUSTRIAL VS. FASHION

REDUCE THE CHAFFLOWER SPEND

CONCENTRATE ON AUDIENCEPRESERVE EMOTION CONNECTION

RIGHT PERSON. RIGHT MESSAGE. RIGHT PLACE.

KNOW YOUR TRIBE

PERSONALIZE THE EXPERIENCE

ENGAGE ON CHANNELS THAT WORK FOR THEM (NOT YOU)

THANK YOU.

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