Tips from the Experts: Introducing Cheetah Personalization
Patrick Tripp: Personalization is one of those terms that means a lot of things to a lot of people. Ultimately, it's about delivering a unique experience for every individual based on their history, their preferences, and their individual data. For instance, I'm from Boston, I have local family in the area, and I love golf. And I'm a huge sports fan. If you live in Boston, you got to go see the Red Sox at Fenway Park. Go Red Sox. Go Patriots. Go Bruins. Go Celtics. I'm a huge music fan and I'm a musician. Maybe someday I'll play under the big lights, like at the Paradise Rock Club. Boston is loaded with rich history, but I'm not really a history buff. You know what? I'm not into politics. Pretty cool building though. I have a dog and I bring her here to the dog park all the time. And I shop for her on Amazon. You know what? I get these," You might like" recommendations for diapers. My kids had been potty trained for three years, so what's the deal? As you can see, Personalization has a unique meaning to each and every consumer. Personalization can be everything from dear name, to insert product, to implicit- explicit insights, like has children, loves music, to fully automating a sequence of offers, content in Journeys, leveraging AI machine learning. Marketers struggle with this complexity. Gartner predicts 80% of marketers will abandon Personalization efforts by 2025. Why is that the case? Well, marketers are throwing their hands up in the air. They can't drive meaningful results in ROI from Personalization. The challenge is 27% of marketers believe data is the key obstacle to Personalization, revealing their weaknesses in data collection, integration, and protection. This is a challenge that Cheetah is uniquely positioned to solve. It's all about leveraging data for good, in a value exchange with consumers. They say content is king, but context is queen. The intelligence and decisioning about who gets what, when, where, and how, is the way marketers will thrive? The stakes are high, and if done right, marketers can drive 20% plus more efficient marketing, 30% plus uplifted revenue, and 20% plus incremental boost in conversion rates when coordinating orchestrated and personalized Journeys. Gartner shows a maturity progression for personalization from crawl, to walk, to run. Crawl involves customizing multichannel messages by name, offer, and call to action. Walk includes triggered events and leveraging send time optimization and product recommendations. And run moves to personalizing experiences based on AI based optimization and dynamic sequencing. The next generation of personalization goes beyond this model, that aims to solve these challenges with a system that leverages analytics and machine learning to evaluate every customer on an individual level and determine not only the right content, not only the right offer, but the right sequence of events from conversions to purchase, to retention. As Bill and Sameer, and our customer panelist mentioned in the Signals keynotes, Personalization is a strategy, as a technology, and as a market, are ripe for change. I'm excited to showcase the beginning of our journey on next generation Personalization. And don't just take it from me. Today, I'm joined by a steam product colleagues and experts, Iain Short, our VP of Products, and Paul Abrams, Senior Director of Engineering. Let me toss it over to the gents to say hello and describe how they see Personalization evolving. Iain?
Iain Short: Hi there, I'm Iain Shorts, VP of Product Management at Cheetah Digital. I'm based here in the beautiful city of Oxford in the UK. As Bill said in his keynote, Personalization has been a road well traveled. I for one, remember working on a number of projects a long time ago, where Personalization was a core requirement. It was almost always expressed as ensuring that the right content could be presented in the right place and at the right time. And looking back, I think it'd be fair to say that we struggled to just do anything more than the basics, but now, I believe we have the technology and the platform to deliver on the promise and to reach beyond it. To provide a personal, helpful and coherent consumer experience across all channels and touch points and throughout the customer life cycle. We're going to talk a lot more about this later, but first let me hand over to Paul to introduce himself.
Paul Abrams: Thanks, Iain. I'm Paul Abrams, Senior Director of Engineering at Cheetah Digital. I'm here at a beautiful day in San Francisco. And today, we'll talk about Personalization use cases. For me, Personalization is mostly about the relationship you build with the customer, which comes down to three key things, to listen, to share relevant content, and stay connected. These days that requires a bit of sensitivity and the light touch, but if you do this right, you boost value and customer loyalty. And today, we're going to tell you how to do that using Cheetah Personalization.
Patrick Tripp: Thanks, gents, and welcome everyone to our action packed Practitioner Session. Let's get started. Yesterday, we announced Cheetah Personalization to the world. The only solution that allows marketers to orchestrate real- time interactions, content, and promotions across all channels and touch points from a single platform. Cheetah Personalization is a first- class citizen and sister solution to the other majors in the customer engagement suite, including Cheetah EDP, Experiences, Messaging, and Loyalty. Cheetah Personalization allows marketers to deliver a unique and human moment for each and every customer. Our approach to next generation personalization includes delivering the next best experience. Cheetah can capture real- time data events on web and mobile devices and apply targeted recommendations in real time. The next best Journey, Cheetah provides the most comprehensive set of omni- channel journeys in the market, from triggered, to multi- step, to fully custom Journeys, and next best offers. Cheetah allows you to personalize offers, leveraging business rules and machine learning for all touch points. All of this is powered by our platform, the Engagement Data Platform, which leverages in ML and decisioning engine to drive all interactions. Cheetah Personalization flows through the veins of all of our solutions in the Customer Engagement Suite. Let's take a look at how Cheetah leverages the power of Personalization to drive an increased value exchange with customers. Okay, so let's take a look at how Cheetah Personalization comes to life through the lens of a consumer. I'm a health conscious consumer, I go to INFINI, my health and wellness website, I wear INFINI dot com, where I can browse for women's gear, men's gear, yoga gear, classes, and even personalized offers and coupons, and deals, just targeted for me. So, what you'll see is I'll browse on the site and I'll click on men's tops, then I'll choose the everyday sleeveless train tee, and then I'll click back on the homepage. And what you'll notice is through the power of Cheetah real- time Personalization, we're able to target specifically a men's range." Hey Patrick, would you like to learn more about our men's products? Take a 20% off discount." So, see a specific targeted offer for me right on the page, based on my browsing activity. You'll see if I click on the women's category and click on women's tanks, I'll click on the Brielle training tank and then I'll click back on the homepage. And you'll see now, the targeting offer on the page is," Patrick, would you like to learn more about our women's products in our women's range? Here's the 20% off discount." So, Cheetah real- time Personalization can really target you on digital, on mobile devices, based on your activity, your browsing, your clicks, all of your behavior in digital channels. But what we're going to do is we'll choose a product here, I'll choose men's tops. I will choose the everyday Marino tee. I choose large and add it to my cart. What happens with work and family and life? You know, we get distracted, we don't be able, we aren't able to complete all of the purchases, so what happens is I'll abandon in my session here, and I'll go to my email. What you'll see is I've already started to receive targeted, triggered messages to me, based on my activity onsite, the first one is," Don't leave us behind. Patrick, you left items in your cart." You have a click, you can click a button in the email to resume the order. And then the second email, which can be sequenced over time was," Resume your order and get free shipping." So, there's a real specific offer in that email to continue that experience. And you'll see the coupon code is INFRESHIPABC. So, I'll apply that code and resume the order. What happens then, it takes me back to the site and I can then click checkout. What you'll see is that free shipping order is now embedded in the checkout experience, we're able to convert and continue that experience for me as a consumer. Now, I'd like to hand it over to Iain short, our resident marketing expert. Who's going to take you through how to create this entire journey from the view of a marketer within Cheetah Digital.
Paul Abrams: Thanks Iain. So, now that he has showed you about the product, we're going to discuss a way to look at the product and use the product for Personalization and some key Personalization use cases. As I mentioned before, to me, it's about listening. It's about sharing relevant content and staying connected. So, rather than thinking about the product as capabilities, we'll focus on how to do those three things and do them well. So, for listening, the thing you need to do is collect a lot of signal across your channels. You need email, you need web, you need mobile. For web signal, Personalization allows you to record things people are doing on your website, listen to things that are showing interest in, how long they stay on the page, what they look at, and build their profile. Because that profile is the key cornerstone of Personalization. If you have good data and you understand your customer because you've been listening, you'll know how to personalize to them, you'll understand what they want. That leads into the second piece, which is showing relevant content. Once you know the customer, because you've been listening, you can then intelligently optimize your offers and your content to show them what they want to see. You can show them the side of your brand that they most want to interact with, and predict what they might want to see in the future, even though they haven't yet looked at those pages themselves. So, now that you've been listening to your customer and sharing relevant content, the third step is to stay connected. They're not always going to be on your website or mobile app, which means you need to connect them on other channels. You can use our Cheetah Journeys to orchestrate those communications. When you have a new customer who's interacting with your brand, you can send them into an onboarding Journey to nurture them about your brand and develop that relationship right away. If later on, they forget something in the shopping cart, you can use an Abandoned Cart Journey to help bring them to the moment of purchase. You can also use our Journeys to bring a customer back, who maybe has lost touch with your brand and is no longer opening their emails anymore using our Win- back Journey. Now these were just examples of Journeys you can run on our Journey engine. You can also create custom Journeys to meet your business outcomes. So, now that you've been listening, showing relevant content, and stay connected, it's time to create some magic. You can use ML and AI to boost each of these three activities. When you want to listen, you can use propensity models to determine what to listen for. What's going to be most impactful when you're building out your models for what content to show. When you're showing content, you can use Intelligent Offers to use those ML models to prioritize and rank offers and product recommendations for your customers. And when you want to stay connected, you can use ML models to predict when you need to send someone through a Win- back Journey, who might not be connected to your brand at that moment, but you want to keep them. So, what's next? So, you want to get started. The place to go is our CES help center. We've collected companion guides for these use cases, so that you can get started with each and every one you want to try. You can mix and match these convenient guys together. You can remember their cart and track an abandoned cart to put them through a Journey. You can build a profile using our web tag and then use that for our ML models for targeting offers. Each of these use cases has its own companion guide that talks about the business case, the benefit to you, and the steps to take to set this up and enable it for your brand. So, you can explore these companion guides and help at Cheetah Digital dot com, or you can reach out to your account representative. Well, that's all I have from beautiful San Francisco, back to you guys.
Patrick Tripp: So, there you have it. Cheetah Personalization Practitioner Session. Hope you got a lot of value out of the content. I know for myself in Boston, Paul out in California, Iain in the UK, we had a lot of fun creating the content. If you want to learn more about Cheetah Personalization, you go to Cheetah digital dot com slash Personalization, or go to our CES help center to learn more about documentation and materials around Personalization. Thank you.
Speaker 3: Signals 20, the content series for marketing rockstars.
Introducing: Cheetah Personalization!
It’s here and you can attend a chat with the experts behind it. In this session, you’ll learn how Cheetah Personalization allows brands to connect with customers on a personal level and meet their expectations on a one-to-one basis. Join Patrick Tripp, SVP of Product Marketing, Iain Short, and Paul Abrams from the Cheetah product team to learn about and demo Cheetah's approach to next-generation personalization.