How to choose target audiences for personalisation
Let the PIE model be your guide.
By Lars Birkholm Petersen, Sitecore VP of Business Optimisation
Hi and welcome to another Sitecore Session. My name is Lars Petersen, VP of Business Optimisation at Sitecore. Today, I’m going to talk to you about for whom you should be personalising. We often find that if you’re not taking the right approach, using the right model, chances are that you are over analyzing for whom to personalize, or even making it too simple, playing it by heart. So when you start focussing on for whom to personalise, we often find using a model like the PIE model is very effective.
The PIE model
The PIE model is very useful in conversation rate optimisation, and effectively it has three different factors to examine.
- Potential The first factor is potential. Potential is: "How much potential does this audience segment have for your business?" Of course, the more potential there is, the more business value you will achieve.
- Importance The importance is in terms of size. Here, you can start looking at your data from your different digital channels and determine: what are the behaviours? What are some of the inbound channels that are bringing a lot of visits to your website? Look for those big segments of different audiences for which you can start personalising. If you don’t have access to analytics or you can’t find anything in analytics, another good strategy is to follow the money. If you spend a lot on PPC or display advertising, or send out big email campaigns, those would be great first steps for personalisation, because you typically have huge size, and it will be essentially easy to get started with personalisation.
- Ease Then, the third factor is ease. The way we use ease is focussing on how easy is it to identify the intent of a visitor, and how we can use that ease of identifying the intent to map them into a certain audience segment and start personalising the experience based on that. The easier it is to identify the intent, the quicker we can get started personalising for them and mapping them into the right segment.
How to use PIE
A good first step is to look at the PIE model. Take a piece of paper and write down the segments. That is potentially important in terms of volume, and it is where you can easily identify the intent of the visitor. Now, look at those segments you have written down, and start grouping them based on importance and potential. Using a chart like this where you have volume, the importance, the traffic size, the business value and the potential, you can start plotting in all of those different segments.
Now, you don’t want to start where there isn't any business value, because that really doesn’t bring you anything or excite your executives. What you can do then is focus on those audience segments that you have identified that have the most potential and importance. Now, select the top three of those audience segments, and then we recommend that you put them into a table similar to this one. Now, for each one of those segments that have high potential and importance, and of course you have also looked at them from the point of view of ease, you can go to the next step which is to assign them a score.
Scoring audience segments
For each one, you assign them a score from one to five. Start with the potential. Here, you focus on how much business value does this bring to the business? A high value means a high score. That means a five. If it doesn’t bring a lot of business potential to your business, then it’s a low score. Go with one.
Importance Here, you will be looking at the data you have from your different digital channels, and naturally quantify how big these audience segments are. The bigger they are, the more score is assigned.
The last bit here is ease. How easy is it to identify this visitor and their intent, and then did they meet a specific audience segment?
Now, you select that audience segment that has the highest total. In this case, it will be the known prospects. Then, we go to the next step where we can put in more details about the known prospects.
Optimising the business case for known prospects
Here, we want to identify what’s the business case for optimising the experience for known prospects? What could it bring in in terms of a lift in value? Here, you can use, in terms of importance, the data you have gathered from different digital channels. Put in the exact numbers. What to expect What are the different channels? How much traffic are they bringing in for this specific audience? Then, ease, justify why is it easy to identify the intent of those visitors belonging to those different audience segments.
That’s how you get started in identifying for whom you should be personalising. If you have any questions, feel free to reach out or watch any of the other Sitecore Sessions online. Thank you so much for watching.