Discover Experience Optimisation 2019

Event Roundup:
Preparing for Personalisation at Scale

20 March 2019, London

Unlocking the future: achieving next-level personalisation in 2019

We were delighted to bring you the first House of Kaizen event of 2019, where our four expert speakers took us on a journey into 'Personalisation'. The exciting discussion focused on discovering the ways in which businesses can take their personalisation to the next level in 2019.

Thinking of the future, the event answered some big questions: How to improve your personalisation strategy? How important is technology and which tools are available? How to get the balance between personal and private?

If you weren't able to make the event then don't worry - you can check out the video highlights and speaker summaries below.

Registration for the next event in our series will be opening soon. We’re planning on uncovering pragmatic approaches to Behavioural Insights and how they can be applied to optimise digital customer experience. Seats for previous events ran out quickly, so please register your interest at the bottom of this page and we'll share more information with you soon. We hope to see you there!

Key Speeches from the event

Balancing personalised user experiences to keep your brand 'unintrusive' in 2019
Eoghan Beecher
Shelter
Personalise your digital media investment to maximise revenue
Paul Meston
House of Kaizen
A single customer view: the starting point for your personalisation strategy
Asa Dargue
Formerly 118118 Money and William Hill
How to create personalised retail experiences for customers
Gagan Malik
John Lewis

Balancing personalised user experiences to keep your brand 'unintrusive' in 2019

Eoghan Beecher, Fundraising Digital Manager, Shelter

Eoghan Beecher

Fundraising Digital Manager, Shelter

Eoghan's talk focused on the fine line of balancing appropriate personalisation and safeguarding data. Eoghan also busted preconceived myths in the industry, using real-life examples from processes that he's implemented, and how he discovered an appropriate level of personalisation on his own marketing activities.

"Ensure you're looking at the right type of connections with your customers - choose whether to use a valuable interaction or actually no interaction is better."

Eoghan's key takeouts

  • Identify what 'personal' means to your customers.
  • Discover what data is valuable to your business and which you are certain of.
  • Find your line between personal and private to craft personalised message without crossing boundaries.

Personalise your digital media investment to maximise revenue

Paul Meston, Director of Media, House of Kaizen

Paul Meston

Director of Media, House of Kaizen

Paul described his experiences bringing personalised experiences to life and how these can maximise customer revenue opportunities. Paul shared his expertise in modeling existing customer needs and behaviours and mapping these to a digital media investment index, for a crucial end goal: individualised experiences that engage customers.

"While everyone else may be serving boiler plate copy, those that get personalisation right can cut through the clutter, because people read what is relevant to them and sometimes that can be an ad."

Paul's key takeouts

  • Audience identification is challenging with a fragmented digital landscape and the many programmatic personalisation options.
  • Utilising customer data helps you understand who is most valuable and how to reach them with a personalised experience.
  • Join up the brand user experience - from the ads potential customers see, through to the pages they land on and interact with.

A single customer view: the starting point for your personalisation strategy

Asa Dargue, Digital Marketing Consultant, Formerly 118118 Money and William Hill

Asa Dargue

Digital Marketing Consultant, Formerly 118118 Money and William Hill

Asa's engaging talk described the process of crafting your personalisation journey and the steps involved to get there. He delved into the common challenge of lack of scale, arguing that by starting at the top, you can make small gains on larger segments. Making a 1% improvement on 50% of your audience is far more powerful, than a 4% increase on a smaller audience subset.

"Make sure you’ve got the right tools behind you, programme them in the right way, review them often and make sure they are doing all the heavy lifting for you."

Asa's key takeouts

  • Start at the top (smaller gains on larger segments).
  • Beware of common challenges and have a plan to deal with them.
  • Pay attention to your technology. It is (but isn’t) the answer to everything.

How to create personalised retail experiences for customers

Gagan Malik, Senior UX Designer, John Lewis

Gagan Malik

Senior UX Designer, John Lewis

As a Senior UX Designer at John Lewis, Gagan shared how the company has used personalisation to achieve a competitive advantage in engaging its customers. Gagan argued that a ‘customer first’ approach across all customer touchpoints is the key to crafting highly personalised retail experiences for its customers.

"Given the landscape we are living in, personalisation is not an exception, it is an expectation. We take that really seriously."

Gagan's key takeouts

  • Set objectives, pick metrics, run frequent experiments and share them with the team.
  • Understand your users' lifestyle and context and let them know you're adapting to their tastes.
  • UX is absolutely critical to crafting engaging personalised experience for your customers.

Download an overview of this event

June Event: Optimising digital experiences through research & behavioural science

We'll update you with more information about this event soon