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Strategic Personalization – Chris Goward im exklusiven Interview

Am 31. August 2017 haben sich wieder einmal die cleversten Optimierer auf dem growthmarketingSUMMIT in Frankfurt versammelt. Chris Goward von WiderFunnel gibt uns in einem exklusiven Interview einen Einblick in seinen Vortrag „Strategic Personalization – Better process, better insights, better sales“. Erfahre in diesem Blogpost, weshalb dieses Thema so wichtig ist.

Auf dem growthmarketingSUMMIT 2017 hat Chris Goward seine Insights und Learnings über strategische Personalisierung mit uns geteilt. Im exklusiven Interview beantwortet er uns alles Wichtige zu diesem spannenden und hochaktuellen Thema.

interview mit chris goward

Wer ist Chris Goward?

When companies like Google, IBM, Magento, and 1-800 Flowers want to improve their marketing results, they call Chris Goward. Chris founded WiderFunnel with the belief that marketing agencies should prove their value. He is the brain behind the LIFT Model® and Infinity Optimization Process™, growth marketing strategies that consistently lift results for leading enterprises. He wrote the book, „You Should Test That!,” which redefined conversion rate optimization and has spoken at 300+ events globally, showing how to create dramatic business improvements. You should sign up for his blog at WiderFunnel.com/blog

1. konversionsKRAFT: What are the first steps to make for a great personalization strategy?

Chris Goward: The biggest mistakes being made in personalization involve implementing technology too fast based on assumptions about what you think you know about your customers. The first step is to make sure you have the necessary components for success, which include: 1. The right process for creating your program, 2. The right people with expertise to implement the program, and 3. The right data that reveals important customer insights. Here are some getting started tips for marketing personalization success.

2. konversionsKRAFT: Which segments and data sources should be analyzed and why?

Chris GowardAt first, you should collect all the data sources available, including quantitative and qualitative, that help you understand the mindset of your customers and your assumed target segments. Understand what you know, what you think you know, what assumptions you’re making, and what data you can collect. Your first personalization opportunities are at the intersection of: 1. The meaningfully differentiated segments you believe you should speak to in a unique way and 2. The data you have available to identify them in your marketing experiences.

But, that’s only the first stage of personalization, which I call your „Existing Knowledge Insights.“ Personalization gets even more interesting when you move beyond that into developing New Research Insights that you can find in your experimentation data.

3. konversionsKRAFT: How do you develop an effective personalization campaign? Which frameworks can be used?

Chris GowardFrameworks should always be used to answer important business questions. Most of WiderFunnel’s general optimization frameworks still apply to a personalization program too, like the LIFT Model for understanding your customers‘ perspectives, the PIE Framework for prioritizing personalization opportunities, and the overall Infinity Optimization Process for structuring your personalization program.

In addition, it’s important to understand the stages of a personalization program’s maturity, which I’ve simplifies into three layers:

  • Existing Knowledge Insights – the first stage of personalization where you can validate what you already believe you know and get started with quick wins.
  • New Research Insights – where you structure your personalization experiments to reveal new insights about your customers using Deductive, Inductive, and Self-Identified customer data.
  • Automation – where you embed the insights validated from the first two stages into business rules that are baked into your marketing.

4. konversionsKRAFT: How does experimentation and personalization work together?

Chris Goward: It’s important to understand that, no matter how exciting personalization is right now, it is simply a tactic, not a strategy. Personalization solves a marketing Relevance problem (which is one of the six conversion factors from the LIFT Model.) Experimentation is an overarching strategy that should be used to validate personalization along with all your other marketing tactics.

5. konversionsKRAFT: How do you make sure that the frontend doesn’t get unstable because of all the a/b tests and personalization campaigns?

Chris Goward: Personalize carefully. Marketers often overlook the maintenance cost in a personalization program. The best optimizers understand that, just because something *can* be done, doesn’t mean it *should* be done. New personalization segments should only be embedded in your marketing once they’ve been proven to lift your results by more than the ongoing maintenance cost of sustaining them.

6. konversionsKRAFT: What is the uplift of a good personalization campaign? What ROI do you expect?

Chris Goward: I look at personalization as part of an overall experimentation program. In that light, we always aim for a program to deliver at least 4x ROI.

Wir bedanken uns herzlich bei Chris Goward für dieses Interview und hoffen sehr, dass Euch das Interview gefallen hat!

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André Morys

André Morys ist Gründer und Vorstand von konversionsKRAFT und beschäftigt sich seit 1996 mit der Conversion Optimierung von Websites und Onlineshops. André Morys ist Dozent für User Experience an der TH Mittelhessen und Autor des Fachbuchs "Conversion Optimierung". Er ist häufiger Sprecher und Moderator auf Konferenzen.
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