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An Internet all about you презентация
Содержание
- 1. An Internet all about you
- 2. When most people think
- 3. But it was this scene that really stood out to me.
- 4. Where ads were talking
- 5. Yet, just 12 years later
- 6. Smart businesses are finding a
- 7. “Which three digital-related areas are the
- 9. “Over the next five years, what
- 11. The days of a one-size fits
- 12. So who are the ones leading the way as far as online personalisation goes?
- 13. Amazon
- 14. Amazon are amazing at creating
- 15. Logged in users are reminded
- 16. of consumers in the U.K. said
- 17. Facebook
- 18. Facebook’s Graph Search has made it
- 19. The ability to search Facebook’s
- 20. Of course with such a
- 21. …and sometimes the data required
- 22. And now with Facebook Atlas, marketers can
- 23. Amazon may be perceived as being
- 24. But the title of ‘most personalised web experience’ is definitely held by another company…
- 25. Google
- 26. Google have perfected the art
- 27. They use data you provide to
- 28. Google search The center-piece of the
- 29. YouTube The world’s biggest search engine
- 30. Chrome For what isn’t captured about
- 31. Gmail Everyone’s favorite email service, and
- 32. Android The mobile platform linked to
- 33. Google Plus Some see this as
- 34. Google Display Network The GDN contributes
- 35. Google Fiber Google’s very popular, ultra-fast
- 36. Google Drive Storage for all things
- 37. Car O.S. GM, Honda and Audi
- 38. Google Fit Google’s foray into
- 39. Nest The Wi-Fi enabled in-home thermostat
- 40. Loon The Google-X project to
- 41. Google pretty much have –
- 42. “The destiny of Google’s search engine is
- 43. But what about me? “Yeah sure,
- 44. Fortunately there are some pretty
- 45. Sitecore’s powerful DMS (Digital Marketing
- 46. Part of the Adobe Marketing
- 47. And if your budget doesn’t permit
- 48. http://optimizely.com/ http://unbounce.com/ https://vwo.com/
- 49. The customers perception is your business’s reality.
- 50. Be sure you are giving them an experience that is awesome!
- 51. Thank you Thank you Daylan Pearce Digital Experience Manager – Next Digital @DaylanDoes
When most people think of the Tom Cruise movie Minority Report, the thing that sticks in their minds most is usually the cool hand-waving interface
he
Слайд 2
When most people think of the Tom Cruise
movie Minority Report,
the thing that sticks in their minds most is usually the cool hand-waving interface
he uses.
Слайд 4
Where ads were talking directly to the character.
Asking him how he
enjoyed his previous purchase, or if
he’d like to see other products catered for him.
he’d like to see other products catered for him.
Слайд 6
Smart businesses are finding a way of merging both online and
offline environments, and focusing their efforts not only the platform, but on the individual.
Слайд 7
“Which three digital-related areas are the top priorities for your organisation
in 2015?”
Adobe Quarterly Digital Intelligence Briefing 2015
Слайд 9
“Over the next five years, what is the primary way your
organisation will seek to differentiate itself from competitors?”
Adobe Quarterly Digital Intelligence Briefing 2015
Слайд 11
The days of a one-size fits all solution
being enough are
over.
Digital today is about creating a customer experience that caters to an individuals needs.
Digital today is about creating a customer experience that caters to an individuals needs.
Слайд 14
Amazon are amazing at creating a personalised online
Experience for their
customers. Every visit provides recommendations based on your interactions.
Слайд 15
Logged in users are reminded about specials and items that they
have shown interest in previously directly to their inbox.
Слайд 16
of consumers in the U.K. said that no company offers the
same levels of web-personalisation as Amazon
82%
Digital Personalisation Study 2014 - BloomReach
Слайд 18
Facebook’s Graph Search has made it easier for users (and marketers)
to personalise the Facebook experience .
Слайд 19
The ability to search Facebook’s social graph has essentially turned Facebook
into a search engine for – and based on -your life.
Слайд 20
Of course with such a personalised experience, comes the possibility of
doing some super creepy stuff…
Слайд 21
…and sometimes the data required for such personalisation can have unintended
consequences. Particularly for people who are unaware of security/privacy settings, who often unwittingly open up otherwise private data to a very public forum.
In this particular test we were able to find out personal details for over 1000 members of the Australian Military, 400 members of Victoria police, 250 of the Australian Air Force amongst others. All this information is publically available via Graph Search in any Facebook account
Слайд 22And now with Facebook Atlas, marketers can personalise the ‘off-Facebook’ experience
based on Facebook information.
Making Facebook one of the most powerful personalisation
and targeted marketing tools online today
Слайд 23
Amazon may be perceived as being number 1 for personalised web
experience…
… and Facebook is clearly customising their platform experience for the individual too.
… and Facebook is clearly customising their platform experience for the individual too.
Слайд 27
They use data you provide to customise the experience you have
with their products & services.
And you may be unaware that you are giving it to them.
Here are a few examples as to how…
And you may be unaware that you are giving it to them.
Here are a few examples as to how…
Слайд 28
Google search
The center-piece of the Google ecosystem.
Catering answers to all
your questions. This data builds a profile of how and what you do online.
Слайд 29
YouTube
The world’s biggest search engine for video.
Similar to Google search data
collection, but based around the types of, and how you consume video content
Слайд 30
Chrome
For what isn’t captured about your web interactions via Google search,
Chrome gets the rest. All the stuff you do using Chrome is linked to your Google account (when logged in to Google services)
Слайд 31
Gmail
Everyone’s favorite email service, and Google’s robots are reading all of
them. Your emails, interactions and contacts are linked to your account. Content & services from Google are catered to you based on information in your emails.
Слайд 32
Android
The mobile platform linked to your Google profile. A data goldmine
for Google! Services such as Google Now and native Android apps cater information to you based on elements such as location, habits, interactions and more.
Слайд 33
Google Plus
Some see this as a failed attempt to take on
Facebook, but in reality Google Plus is the glue that pulls together your Google profile. This is the pretty face you add to your data that Google has on you. It allows you some autonomy as to how you want Google to structure information about you.
Слайд 34
Google Display Network
The GDN contributes to a very large amount of
the ads you see displayed on websites you visit. When you do see these ads, Google assigns this data to your profile. This data helps to cater demographic information about you.
(You can see this in action via Demographics reports in Google Analytics)
Слайд 35
Google Fiber
Google’s very popular, ultra-fast ISP offering. Essentially closing the loop
on data capture. What isn’t captured via your account or device is now captured at the source. They not only point you to the information – they can now provide it.
Слайд 36
Google Drive
Storage for all things that you’d like in the cloud,
but not necessarily for public consumption. This information is also scraped and assigned against who and how you interact throughout the Google ecosystem.
Слайд 37
Car O.S.
GM, Honda and Audi have partnered with Google to make
Android the operating system in their upcoming models of cars. It’s all the data captured via Maps, navigation and more – in your car.
Слайд 38
Google Fit
Google’s foray into the health space. Capturing data on all
sorts of fun stuff like your weight, activity, heart rate and even sleeping patterns.
Слайд 39
Nest
The Wi-Fi enabled in-home thermostat business Google purchased for $3.2billion.
Still very
early, but the Nest purchase is believed to be the next major step to a Google connected house.
Слайд 40
Loon
The Google-X project to take connectivity world-wide and without cables.
Loon
is the Google moonshot project to send up massive balloons that provide internet anywhere, at anytime.
Слайд 41
Google pretty much have – or are about to have –
data for every moment of your life. Home or at work. Awake or asleep. Interacting with a device or not.
Слайд 42“The destiny of Google’s search engine is to become that Star Trek computer,
and that’s what we are building”
Amit Singhal,
Head of Google’s search rankings team
Слайд 43
But what about me?
“Yeah sure, personalisation is all good if you’re
a multi-billion dollar business…”
Слайд 44
Fortunately there are some pretty great platforms available for businesses today
that are focusing on the entire personalised web experience.
Слайд 45
Sitecore’s powerful DMS (Digital Marketing Suite) is at the core of
their enterprise level CMS.
It allows users to set cards (profiles) of users and cater the experience the platform offers based on pre-defined rules, events or actions.
It allows users to set cards (profiles) of users and cater the experience the platform offers based on pre-defined rules, events or actions.
https://www.sitecore.net/platform.aspx
Слайд 46
Part of the Adobe Marketing Cloud, Abode Target allows for intuitive
A/B tests that learn and optimise themselves based on user behaviors.
Allowing your site to be able to alter and customise the user experience in real-time.
Allowing your site to be able to alter and customise the user experience in real-time.
http://www.adobe.com/au/solutions/testing-targeting.html
Слайд 47
And if your budget doesn’t permit a CMS/web solution with baked-in
personalisation capabilities, there are a number of providers that can get you up and testing asap for cheaper.
