We’ll get started with an overview of mobile and desktop website personalization as an approach to driving better conversions. We’ll help you discern which one is right for you as you encounter different situations.

Topics covered:

• What are different forms of web optimization and how do they differ? A/B testing. Multivariate testing. Rules based personalization. Predictive personalization.
• Which approach is right in which situation?
• Some of the tools you can use today for each
• Personalization applied to various verticals: ecommerce, financial services, lead gen, b2b, and more
• How much and what kind of data do I need for effective personalization?
• Where do we, as marketers, add the most value?

In this session, we’ll talk about different approaches to segmenting your customers and what that means for your personalization strategy.

Topics covered:

• Segmentation approaches
• What’s ideal and what’s practical?
• How does the customer life cycle fit into your personalization approach?
• How do you choose what to optimize for? What impact does your optimization goal have on your work?

In this session, we’ll start by setting up an A/B test and a multivariate test, step-by-step, to drive better conversions. We’ll explore what kind of personalization is possible using these tools. We’ll then talk talk about where we, as marketers, can add the most value.

Topics covered:

• A hands on view of driving conversions with an A/B test
• Advantages and disadvantages of A/B testing
• Advantages and disadvantages of multivariate testing (MVT)
• How marketers and agencies add value with A/B and MVT

In this session, we’ll talk about the typical ways marketers demonstrate lift, progress, and insight. Our goal is to help you, the marketer, be a hero.

Topics covered:

• Integrating with Google Analytics and Mixpanel
• Integrating with in-house systems
• What is the right granularity of analysis?
• What is the right time horizon of analysis?
• How does personalization analysis differ from A/B testing analysis?
• What do takeaways mean when you’re continually personalizing?
• What should I focus on next?
• Connection to paid media

We will tie everything together in this final session. We will talk about practical rules of thumb to consider as you set up personalization in your business. We’ll cover things to watch out for and typical pitfalls.

Topics covered:

• How to set yourself up for early success
• Typical pitfalls to avoid
• Pulling it all together