kristian lorenzon o2

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One. Not Everyone. Personalised Marketing at Scale Kristian Lorenzon @krislorenzon

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In strictest confidence

In strictest confidence

In strictest confidence

“Reaching the right people with the right creative, “Reaching the right people “Reaching the right people with the right creative, at scale, “Reaching the right people with the right creative, at scale, across media channels and partners”

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PERSON AD

PERSONALISED CONTENT

EXPLICIT

IMPLICIT

PERSONALISATION IS ACTIONED IN TWO WAYS

Yahoo! 2014

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78% of people express a desire for some type of personalised content.

Yahoo! 2014

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But only 37% of ads I see are relevant to me.

Yahoo! 2014

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PERSONALISATION BRINGS HEIGHETED RELEVANCE, TRUST & CONNECTION

Why would you interact with it? Personalised Not Personalised

The ads are relevant to me 64% 32% I’m interested in the products and services being advertised 54% 36% I am curious about the advertiser/product 50% 38% I like the advertised brand/product 48% 34% I trust the companies/brands that I see advertised 39% 26% I feel connected to the brands that I see advertised 37% 20% I enjoy the ads 35% 23%

Yahoo! 2014

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BRAND LOVE & CONSIDERATION

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BRAND LOVE & CONSIDERATION

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LOYALTY & RETENTION

Explicit preferences Implicit behaviour

Precision targeted offers & experiences

Deep-linked experience

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RESIGN AND SELLING

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PERSONALISED CREATIVE FOR EACH LIFECYCLE STAGE

Early  Upgraders   Upgraders   Out  of  Contract  

1. Start simple 2. Identify the data you have 3. Look at context 4. Work with partners 5. Think programmatically 6. Make the most of the connection

BUILDING BLOCKS

1. Comply with privacy laws 2. Protect customer data 3. Multi-channel data management 4. Preference control 5. Clarity & transparency

BEST PRACTICE

1. KNOW ME

2. SPEAK MY LANGUAGE

3. VALUE MY TIME

3 POINTS TO TAKE AWAY

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