We’ll get started with an overview of mobile and desktop website personalization as an approach to driving better conversions. We’ll help you discern which one is right for you as you encounter different situations.

Topics covered:

• What are different forms of web optimization and how do they differ? A/B testing. Multivariate testing. Rules based personalization. Predictive personalization.
• Which approach is right in which situation?
• Some of the tools you can use today for each
• Personalization applied to various verticals: ecommerce, financial services, lead gen, b2b, and more
• How much and what kind of data do I need for effective personalization?
• Where do we, as marketers, add the most value?

In this session, we’ll talk about different approaches to segmenting your customers and what that means for your personalization strategy.

Topics covered:

• Segmentation approaches
• What’s ideal and what’s practical?
• How does the customer life cycle fit into your personalization approach?
• How do you choose what to optimize for? What impact does your optimization goal have on your work?

Where do we start? What experiences should we focus on? Once we have data, where do we focus our next round of energy?

Creative is important for personalization. The words, images, and layouts that change the mobile and desktop web experience are foundational for personalization. How do we practically go about doing this? What workflow is important?

Topics covered:

• How to develop variation ideas
• Typical types of creative used in personalization
• Workflow for creating personalized creative
• Working in house and working with agencies
• Managing approvals and setting expectations

In this session, we’ll start by setting up an A/B test and a multivariate test, step-by-step, to drive better conversions. We’ll explore what kind of personalization is possible using these tools. We’ll then talk talk about where we, as marketers, can add the most value.

Topics covered:

• • A hands on view of driving conversions with an A/B test
  • Advantages and disadvantages of A/B testing
  • Advantages and disadvantages of multivariate testing (MVT)
  • How marketers and agencies add value with A/B and MVT

In this session we’ll dive deeper into personalization approaches with a focus on driving consumer behavior. We’ll walk through example setups with rules based and predictive personalization.

Topics covered:

• Goals of b2c personalization
• A hands on view of driving conversions with rules based personalization (RBP)
• A hands on view of driving conversions with predictive personalization (PP)
• How marketers and agencies add value with RBP and PP

In this session we’ll dive deeper into personalization approaches with a focus on driving the behavior of business customers. We’ll address the unique challenges of b2b personalization, which often include low traffic volume and low conversion rates. We’ll walk through example setups with rules based and predictive personalization.

Topics covered:

• Goals of b2b personalization and key differences from b2c personalization
• A hands on view of driving conversions with rules based personalization (RBP)
• A hands on view of driving conversions with predictive personalization (PP)
• Account Based Marketing and anonymous marketing
• How marketers and agencies add value with RBP, PP, ABM

In this session, we’ll talk about the typical ways marketers demonstrate lift, progress, and insight. Our goal is to help you, the marketer, be a hero.

Topics covered:

• Integrating with Google Analytics and Mixpanel
• Integrating with in-house systems
• What is the right granularity of analysis?
• What is the right time horizon of analysis?
• How does personalization analysis differ from A/B testing analysis?
• What do takeaways mean when you’re continually personalizing?
• What should I focus on next?
• Connection to paid media

We will tie everything together in this final session. We will talk about practical rules of thumb to consider as you set up personalization in your business. We’ll cover things to watch out for and typical pitfalls.

Topics covered:

• How to set yourself up for early success
• Typical pitfalls to avoid
• Pulling it all together