Free Guide: How to Strategize & Execute Profitable Personalization Campaigns

When I speak with our clients, it often strikes me how many of them feel overwhelmed by the very idea of personalization. Our imagination, often fueled by the marketing teams of various software companies, creates a perfect world where personalization enables every interaction to be completely custom for every individual. In this dreamland, artificial intelligence […]

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When I speak with our clients, it often strikes me how many of them feel overwhelmed by the very idea of personalization.

Our imagination, often fueled by the marketing teams of various software companies, creates a perfect world where personalization enables every interaction to be completely custom for every individual. In this dreamland, artificial intelligence and machine learning solve all our problems. All you have to do is buy a new piece of software, turn it on, and…BOOM: 1:1 personalization.

As a data scientist, I’ll let you in on a little secret: that software only provides the technological capability for personalization. Even further, the algorithms found within these tools simply assign a probability to each potential experience that maximizes the desired outcome, given the data they have access to. Suffice to say, they’re not as intelligent as you are led to believe.

If you caught our first post in this series, you already know that we define personalization a bit more broadly, as any differentiated experience that is delivered to a user based on known data about that user. This means personalization exists on a spectrum: it can be one-to-many, one-to-few, or one-to-one.

And while there are many tools that enable you to do personalization from a technical standpoint, they don’t solve for one of the main sources of anxiety around personalization: strategy

Most personalization campaigns fail because of a lack of a strategy that defines who, where and how to personalize. So I’ve put together a free downloadable guide to help you do just that. This seven-page guide is packed full of guidelines, templates and best practices to strategize and launch a successful personalization campaign, including:

  • Major considerations and things to keep in mind when developing your personalization strategy.
  • More than 30 data-driven questions about your customers to identify campaign opportunities.
  • A template for organizing and planning your personalization campaigns.
  • Guidelines for determining whether to deliver your campaigns via rule-based targeting or algorithmic targeting.

Free Download: Plan & Launch Profitable Personalization Campaigns.

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Thank You + Brooks Bell’s Best of 2018

It’s January 3, and if you’re like us, you’re already heads down at your desk and neck deep in emails. But we’d be remiss if we didn’t take a minute to reflect on the previous year. In November of 2018, we quietly celebrated 15 years of being in business. When Brooks Bell was founded, experimentation was in […]

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It’s January 3, and if you’re like us, you’re already heads down at your desk and neck deep in emails. But we’d be remiss if we didn’t take a minute to reflect on the previous year.

In November of 2018, we quietly celebrated 15 years of being in business. When Brooks Bell was founded, experimentation was in its infancy. But despite all the changes we’ve experienced since then, one thing remains true: it is the opportunity to connect with so many interesting people that are solving big problems for their business that makes our work worthwhile. Thanks for walking with us.

A look back at some of our big moments from 2018

Winning like Winona

In January, our Founder & CEO, Brooks Bell, was recognized as one of 25 women who rocked digital marketing in 2017. Later in the year, she was also announced as a Southeastern Finalist for EY’s Entrepreneur of the Year award. 

We also celebrated 2017’s record-breaking growth, were recognized as Optimizely’s North American Partner of the Year, and we garnered our local business journal’s Best Places to Work award.

Getting Lit with Illuminate

Fun fact: We originally built Illuminate to help us better manage and iterate upon our clients’ tests. Over time, we got so much great feedback, that we decided to make it available to everyone this year.

Now, with a successful beta launch under our belt and even more new features being added to the software, we’re excited to see where this new endeavor takes us in 2019.

F is for Friends, Fun and…Fear?

In October, things got a little spooky around the office and it had everything to do with Scott, our Director of Sales, who decided to channel his inner Ellen Degeneres for the day (much to our colleagues’ horror). Watch the video if you dare.

Making Bacon for our Clients

Back in 2014, we set a Big Hairy Audacious Goal to achieve $1 billion in projected revenue for our clients. By the end of 2017, we’d reached $500 million. And this past December, we hit $1 billion. (cue ::gong::)

But we’re not resting on our laurels. We’ve set some aggressive goals for 2019, with a focus on personalization, and we’re pumped to get to work.

Brooks Bell takes the Bay Area 

In September, we officially opened the doors to our San Fransisco office. This decision came after years of working with clients on the West Coast and our desire to work even more closely with them. And with the Bay Area’s rich history of innovation, we can’t think of a better place to help more companies push their boundaries through experimentation.

Still Clickin’ 

Last May, we hosted our annual Click Summit conference. We might be biased but this remains one of our favorite events as it’s filled with meaningful connections and seriously impactful takeaways. 2019 marks our 10th Click Summit, and we’ve got big plans. Request your invite today.

2018 on the blog

 


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Who’s Hiring in December?

Here are our picks: Sr. Director – Customer Experience Leader – Equifax is looking for a Senior Director in St. Louis, Missouri, to lead the Customer Experience Team in “intuitive design workflows and overall customer experience as they interact with Workforce Solution products.” Senior Software Engineer, Build Automation – Blizzard Entertainment is “seeking a talented […]

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Here are our picks:

Sr. Director – Customer Experience Leader – Equifax is looking for a Senior Director in St. Louis, Missouri, to lead the Customer Experience Team in “intuitive design workflows and overall customer experience as they interact with Workforce Solution products.”

Senior Software Engineer, Build Automation – Blizzard Entertainment is “seeking a talented and enthusiastic software engineer to join the Hearthstone team” in Irvine, California to improve testing, building and developing Hearthstone through software automation.

Conversion Optimization Specialist – Vivint Smart Home is looking for an “action-oriented thought leader to partner with the digital marketing channel manager to optimize ad creative, product lifts in on-page response rates and improve conversion rates for Vivint’s digital marketing portfolio.” in Provo, Utah.

Head Of Customer Marketing – Kabbage is “looking for an extremely analytical, results-oriented leader to join their data science team in Atlanta with a passion for growing customer relationships and increasing the value of customer marketing.”

Associate Director of Experimentation – Marketing Analytics – Join Walmart in San Bruno, California and “help the World’s largest omni-channel retailer develop, promote and lead execution of a rigorous testing and experimentation roadmap.”

Senior Product Manager, Data & Analytics – In New York, HBO is “looking for someone who has a proven track record of leading teams to identify unique market and consumer requirements, with experience in digital products portfolio management.”

Digital Product Manager – Cole Haan is looking for a manager in New York to “own the front-end digital site experience on ColeHaan.com and drive the overall user experience, optimization efforts and road map.”

UX Manager (E-Commerce) – iHerb is looking for a UI/UX Manager in Orange County, California to “enhance iHerb’s customer experience on their industry-leading, global e-commerce site through design and maintenance.”

Senior Manager, UX Planning & Insights – Join Leapfrog Online’s Strategy & Insights team in Evanston, Illinois and “help lead the strategy and cross-channel, digital user experience planning for Leapfrog clients.

Senior, UX Development – Fidelity Investments is looking for a web developer in Durham, North Carolina to join the User Experience Design team.  This role will be “supporting the Health Care Group’s digital employee and employer platforms, which customers and plan sponsors use to manage their health and welfare benefits.”

Looking for a job or to fill a position?  Give us a shout and we’ll help spread the word in our next careers blog post.

 

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New Features in Illuminate: Impact Analysis, Enhanced Filters, Updated Dashboard & More

Since we launched Illuminate back in May, our team has been working around the clock to develop even more features to help optimization teams better organize experiments, report performance and maximize impact. Today, we’re excited to share a few of these with you. What’s new in Illuminate? Show impact and determine priority Use our new Impact […]

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Since we launched Illuminate back in May, our team has been working around the clock to develop even more features to help optimization teams better organize experiments, report performance and maximize impact. Today, we’re excited to share a few of these with you.

What’s new in Illuminate?

Show impact and determine priority

Use our new Impact Analysis to show the overall impact of your tests by page type and identify where you should be focusing your testing efforts.

Sort and filter by what matters most

Filter your tests by 15 attributes including target audience, page type, start and end date, KPIs, revenue impact and more. Not seeing what you need? Add your own using our new custom tagging feature.

Keep sight of the bigger picture

Our new dashboard view enables you to view your program’s overall performance or view performance by a specific team or line of business.

+ a new tiled layout

If you love a good masonry layout (á la Pinterest), then you’re going to love our updated experiment view. Easily switch between a basic list of your experiments or a super slick-looking tiled layout.

Many of these features were developed in response to feedback from our beta users, bringing more of Brooks Bell’s advanced experimentation methodologies directly into the software.

“With Illuminate, you’re not just getting another test repository,” said Suzi Tripp, Senior Director of Innovative Solutions at Brooks Bell. “You’re getting 15 years of experimentation expertise and proven frameworks to help you do more, and do it better.”

Interested in learning more about illuminate? Learn more on our website or schedule a demo using the form below.

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Running conversion optimization experiments the right way with Chad Sanderson

Learn how to run conversion optimization experiments the right way. In this video, I sit down with Chad Sanderson, Program Manager on the Microsoft Experimentation Platform team, to discuss statistical testing, calculating sample size, and selecting the right tools to help you run statistically significant conversion optimization tests. Subscribe to our YouTube Channel  

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Learn how to run conversion optimization experiments the right way. In this video, I sit down with Chad Sanderson, Program Manager on the Microsoft Experimentation Platform team, to discuss statistical testing, calculating sample size, and selecting the right tools to help you run statistically significant conversion optimization tests.

[This post contains video, click to play]

Subscribe to our YouTube Channel

 

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Built to Wow: An Introduction to Launching Personalization At Your Company

The promise of personalization is enticing: a complete 1-to-1 experience for every customer, driven by every detail and data point about that person: who they are, their interests, needs and history. Their customer experience is completely optimized to deliver the right content at the right time, influencing brand engagement, purchase activity and “wow”-worthy customer experiences. […]

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The promise of personalization is enticing: a complete 1-to-1 experience for every customer, driven by every detail and data point about that person: who they are, their interests, needs and history. Their customer experience is completely optimized to deliver the right content at the right time, influencing brand engagement, purchase activity and “wow”-worthy customer experiences.

For years, this vision has been a pipedream among marketers, product managers and customer experience professionals. Many clients come to us wanting to “do personalization” but face significant challenges in doing so.

Part of this is due to the fact that “personalization” is so ill-defined.

At Brooks Bell, we define personalization as any experience that is delivered to a user based on known data about that person. By that definition, personalization exists on a spectrum: it can be one-to-few, one-to-many, or one-to-one. In the digital environment, product recommendations, customized search results and even segmented experiences are all considered examples of personalization.

But while many companies are already implementing these experiences, there’s still an overwhelming sense that many brands have yet to arrive in terms of personalization.


Got a bunch of burning questions about personalization? Submit them using the form below.

We’ll use this information to make sure we cover these topics in our upcoming posts.


A 2018 study of 300 marketers by Evergage and Researchscape International found that 98% of respondents believe personalization helps advance customer relationships, but only 12% were “very” or “extremely” satisfied with the level of personalization in their marketing efforts.

This is because (not unlike experimentation) personalization is a business strategy that should evolve in order to deliver long-term value. And while it’s true that many brands already have the ability to do personalization, they’ve also found that elevating and scaling a personalization program is difficult, costly and, frankly, can feel pretty darn impossible.

So, how to do this? In addition to the fundamentals for a standard optimization program, there are three critical working components that need to be established for personalization:

  • Technology: you need top-notch tools to centralize user profiles and deliver personalized experiences;
  • Data: personalization requires a clean, unified view of relevant customer attributes, and
  • Strategy: you need research and planning to purposefully and effectively launch, scale and benefit from personalization.

In the coming weeks, we’re going to break down personalization further by each of these components. We’ll outline the best practices, advice, strategies and tips to go from scrappy to smart when it comes to introducing and scaling personalization at your organization.

Struggling to execute a scalable personalization strategy? We can help. Contact us to schedule a free 30-minute consultation.

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Video Series: Conquer Your Biggest Testing Challenges

Here at Brooks Bell, we work with clients that are at varying stages of maturity when it comes to experimentation. Despite the differences in these partnerships, you might be surprised to learn that regardless of whether we’re working with a new or established testing program, they all face common enemies: pressure to deliver results; inefficient […]

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Here at Brooks Bell, we work with clients that are at varying stages of maturity when it comes to experimentation. Despite the differences in these partnerships, you might be surprised to learn that regardless of whether we’re working with a new or established testing program, they all face common enemies: pressure to deliver results; inefficient processes; a lack of understanding and support for testing; and difficulty iterating on and applying learnings from test results.

In this four-part video series, you’ll hear from Suzi Tripp, our Sr. Director of Innovative Solutions, Jonathan Hildebrand, Sr. Director of Design & UX, and Claire Schmitt, VP of Strategic Consulting and Solutions at Brooks Bell. They’ll discuss tips and tricks for addressing these challenges. You’ll also get insight into best practices for organizing your testing program, developing smarter tests, showcasing your results and obtaining insights about your customers.

Check out the first video below, or watch the full series by filling out the form at the bottom of this post.

Part 1: Storing and Learning from Past Tests

Fill out the form below to view the other three videos, covering:

  • Collaborative Ideation / Strategizing Better Tests
  • Communicating Testing Insights Up The Ladder
  • Retaining and Growing Testing Budget

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