Winning the moments that matter
Personalized moments
5. September 2016
Rasmus LynggaardSenior UX & Business Development Consultant
Born digital in the business since 2000
twitter.com/rlynggaard linkedin.com/rlynggaard
Microsoft Certified Profesional (2001)
Scrum Master (2008)
Umbraco Certified (2008)
Sitecore Certified (2010)
KRAFTVAERK
Established January 2004
Offices in Copenhagen, Aarhus, Helsinki, St. Petersburg
90+ employees
12 financial statements given with a positive bottom line
It must be easy to become a client
- And it must be easy to be a client
EPISERVERUMBRACOSITECORE.NET
Customizing mobile and web experiences can lead to a 30% increase in conversion rates and up to 270% increase in content consumption
Source: Marketo
What is personalization
Appear relevant to every individual in your audience
Personalized content is:
Content that meets your users interests
Fits their profile
Provides your best pitch to their segment
Or is otherwise specifically relevant to them
Product specific personalization
User focused personalization
Real time personalization
The 3 Ws of personalization
Who
What
Where
The 3 Ws of personalization
Who will you personalize for?
What
Where
The 3 Ws of personalization
Who will you personalize for?
What will you personalize?
Where
The 3 Ws of personalization
Who will you personalize for?
What will you personalize?
Where will you personalize?
Example - Nordea
Example - Nordea
Example - Nordea
Example - Nordea
Example - Nordea
Create and target segments
Create and target segments
Is Client
House Owner Loan Through Nordea
Savings Account Above 500.000
Low Retirement Plan
No Shares
Example - Nordea
Lufthansa Getting there
Example - Geolocation
Moments
~40.000 moments in two months
87% on mobile device
400 moments regarding a trip to Disney World
Behavior on travel sites
Almost 50% increase in mobile searches
Decreasing time per visit
Almost 2x increase in mobile conversion rates
Identify the moments
When
Why
How
Winning the moments
Analyzing the users daily routines
Needs thourough investigation
Data crunching
Rasmus LynggaardSenior UX & Business Development Consultant
Born digital in the business since 2000
twitter.com/rlynggaard linkedin.com/rlynggaard
Microsoft Certified Profesional (2001)
Scrum Master (2008)
Umbraco Certified (2008)
Sitecore Certified (2010)
Slide Number 1Personalized momentsRasmus LynggaardSenior UX & Business Development ConsultantKRAFTVAERKSlide Number 5Customizing mobile and web experiences can lead to a 30% increase in conversion rates and up to 270% increase in content consumptionSource: MarketoWhat is personalizationProduct specific personalizationUser focused personalizationReal time personalizationSlide Number 11The 3 Ws of personalizationThe 3 Ws of personalizationThe 3 Ws of personalizationThe 3 Ws of personalizationExample - NordeaExample - NordeaExample - NordeaExample - NordeaExample - NordeaCreate and target segmentsCreate and target segmentsExample - NordeaLufthansa Getting thereExample - GeolocationMomentsBehavior on travel sitesIdentify the momentsWinning the momentsSlide Number 30Rasmus LynggaardSenior UX & Business Development Consultant