Putting the personalisation journey into practice

Personalisation is about connecting with the customer not just creating a unique experience for the sake of it.

Personalisation isn’t the end-goal. Instead it’s the aim which will enable your business to improve what it does by putting the customer at the centre.

That was the lesson from Dexus digital marketing project manager, Jo Gartner, who spoke at the Sitecore Experience 2019 event in Sydney and the rationale behind her company’s recent personalisation journey.

“We went on a journey in rebuilding Dexus with a view to having platform in place to embrace personalisation,” Gartner explained to attendees.

The ambition was to continue the strong sense of customer centricity by overhauling its digital footprint. Increasingly, Dexus had been creating microsites to utilise certain features and for new projects because of the limitations of its main site. However, this wasn’t building traffic to the main site and prevented the company from being able to create awareness between its different offerings.

“We needed a solution that would give scale and flexibility," Gartner explained. "What started as a challenge, soon become an opportunity."

Initial steps included understanding the customers, a content audit, identifying marketing objectives and simplifying the user journey. The content audit encompassed looking at existing and future content to showcase more of the business with rich media and interactive floor plans. To do this, Dexus looked at what’s relevant and how to personalise it, then made sure it’s embedded in Y frame, Gartner said.

Dexus then matched personalisation goals with its marketing objectives to ensure the result was simplifying the user journey, regardless of the page.

“There are multiple entry points to the site, but we treat every page like it’s a home page," Gartner continued.
"Different pages will have different needs in how they’re put out to the audience.”

Dexus formulated two checks for each page: How does someone navigate to a single page from the home page? How does each page sits as it’s its own microsite?

The results have been immediate and include an uptick in traffic and enquiries. For Gartner, the journey starts with questioning how personalisation will benefit the customer first. Then allowing time to listen and learn about what customers are interested in.

“Every page is a homepage. And the user experience is an extension of the customer experience,” she added.

Checklist: Personalisation in Practice

As part of the session, Sitecore senior marketing consultant, Alison Sainsbury, outlined a four-step process to achieve quick wins when putting personalisation into practice.

1. Define objectives and digital goals

  • What are the strategic objectives?
  • What are the marketing objectives?
  • What are the digital goals?

2. Prioritise key customer segments for quick personalisation wins

  • How important is each one in relation to traffic volume?
  • What the potential business impact?

3. Identify available data inputs

  • Default data: Device, date/time, campaign, location, source
  • Gathered data: Visits, pages, forms, goals
  • Inferred data: Profiles, personas, patterns, segmentation
  • Third-party data: Contacts, orders, bookings, preferences, IoT data
  • External data: Open data such as weather, location, transport

4. Map data inputs to content components

This is the start of personalising the customer experience

  • Choose a key page and pick a component.
  • Identify a goal and current default content.
  • Check if personalisation message can be created with the available data.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.     

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith

Behavioural science lead and regional consulting partner, Ogilvy

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in