Pay TV
If it is implemented properly, personalization at scale can increase total watch time in case of an online video domain, which is a function of how many users there are, how often they come and how long they stay, while having positive impact on customer experience. In addition, also conversion probabilities to subscribe and churn can be calculated, the models are updated in real-time, therefore they do not get obsolete. The higher the watch time the higher the probability that a subscriber will continue to be paying the monthly fee, and that an ad-hoc user will convert to subscriber.
Content recommendations
Definition
The personalization engine can automatically suggest relevant content, based on data about the visitor, or feeds data to another application for purposes of making changes to the presentation layer. These are additional elements on the site where one or more content pieces are displayed. The contents displayed and their order are defined by the personalization engine.
Use cases
- Home Page “Recommended for you”
- Home Page – recommendations in highlighted topics (Watching now, Emmy Nominees 2019, Action movies, etc.)
- Video page, “Further Videos to Watch”
- Video page, “Related Movies”
- No result page, “Interesting”
- 404 page: … to redirect visitors to a valid site
- Channel recommendation for linear TV
Personalized content listings
Definition
Personal ordering of complete list of contents displayed on the site according the selected filtering criteria (e.g. contents from a selected section, or all contents matching a tag).
On-site personalization
Definition
On-Site personalization includes the ability to present personalized, on-screen content or messages to a visitor based on specific data gathered about the visitor. This also includes the functionality to adjust elements of the page based on visitor characteristics, and it applies to any page of the site, whether it’s the landing page or subsequent pages.
Use cases
- Personalized carousel, which means selection of the most relevant carousel image for the given user in the main page carousel
- Personalized category ordering on the main page
- Personalized section ordering, which means modification of the order of main page sections, based on personal preference
- Personalized behavioral pop-ups, which means to display the most relevant pop-ups across the whole domain based on past behavior after a certain time period. E.g. popup to promote subscription package,
- Personalized welcome messages, which means displaying relevant welcome content on the main page or any landing pages,
- Personalized banners on the top or bottom of the page, which means to display banners (e.g. internal promotions) depending on user behavior
Search personalization
Definition
Search personalization includes the ability to customize or modify search results as search terms, either as search terms are being typed or on the search result page. The functionalities of a full-fledged search engine are supported, which will provide additional advantages for customizing and personalizing the on-site search experience.
Use cases
- Auto-complete, which means personalized search keyword recommendation based on proprietary algorithm,
- Instant recommendations below the search box, aka type-ahead search based on keyword matching and personalized recommendations,
- Personalized search result ordering, which means search result generated by Elasticsearch reordered by proprietary algorithm and click events on the previous search results
Mobile and Smart TV Personalization
Definition
All the modules of the content recommendation, personalized content listing, personalized search and on-site personalization is recommended for mobile app and Smart TV apps as well. Probably some adjustments are necessary due to the different form factor and due to differences in the UI, but the main features should be the same.
Personalized email marketing
Definition
Email marketing can include transactional emails (like application confirmations, purchase receipts, account creation), relational emails (like new subscriber welcome, gated content delivery, blog articles, survey / review, social update, contest announcement, referral request) and promotional emails (like promotional content, sale announcement, new movie release, upgrade offers). Personalization engine can help to increase the efficiency of several of these emails by personalizing the content, or the offer, or the sending time.
Personalization engine is capable to apply this functionality to other channels as well such as SMS or push notification.
Use cases
- Personalized video selection in newsletter and transactional e-mails
- Email sending time personalization for relational or promotional emails based on the recipient’s response rate on past e-mails
- Email subject line personalization, which means to use the (short) title of recommended product in the e-mail subject line
Triggered emails and messages
Definition
This functionality is a category separate from email marketing, because it requires a specific trigger to trigger the email. It enables sending marketing messages to customers in real time as response to customer activities. Messages can be triggered by any incoming events if the event is synchronized with the personalization engine. Messages can be delivered by 3rd party applications through multiple channels like email, SMS, push notification. This functionality can be combined with personalized email marketing to personalize the content of the triggered emails.
Use cases
- New release notification
- Personalized content recommendation in transactional e-mails
- Program on the air notification, which means notifying customers when their favorite show is on the air on a live channel
Ad retargeting personalization
Definition
Personalization engine gathers data and use algorithms for recommendations and decisions, just like when provides on-site personalization. However, personalization engine takes the functionality a step further to personalize retargeting ads on third-party sites. In case of telecommunication companies, Ad retargeting works more effectively for known customers. The display of advertisements is typically done through an integration with a 3rd party ad server or DSP.
Use cases
- Next best recommendations via dynamic banner Ad
Probability to subscribe and churn
Definition
Besides real time content personalization, calculation of probability to subscribe is also included in the offering.
- In comparison to pure personalization which is a ranking task, we do not provide just the ranking but also conversion probabilities;
- In comparison to just an offline probability to buy estimation, our models are updated in real-time, therefore they do not get obsolete;
- The previous campaign setups in the personalization engine can be reused for the next campaigns, as only the target needs be redefined.
Probability of churn can be estimated as well.
Estimations for an item by touchpoints and each client
Definition
Next best recommendation probabilities can be estimated for several other attributes, as follows:
Use cases
- Sending time of the messages;
- Email subject line;
- Different design elements, for example, background color;
- Variants of the same text, for example, discount in % or absolute number;
- Next best action;
- etc.
Retail
In case of a telco retail domain, personalization increases total spending, which is a function of how many users there are, how often they come and how many products they buy, while having positive impact on customer experience. Implementing all relevant use cases both in digital and physical, added value is 5-15% revenue increase across the full customer base.
Product recommendations
Definition
The personalization engine can automatically suggest relevant products or content in the e-commerce store, based on data about the visitors, or feeds data to another application for purpose of making changes to the presentation layer. These are additional elements on the site where one or more products are displayed. The products displayed and their order are defined by the personalization engine.
Use cases
- Main page, “Special offer”
- Main page, “Have you seen these products?”
- Main category page, ”Recommended for you”
- Main category page, ”Popular”
- Subcategory page, ”Recommended for you”
- Item page, “Other products from the store”
- Item page, “Others bought this”
- Item page, ”Accessories”
- Cart page, ”Recommended for you”
- Cart page, ”Special discount”
- No result page, “Interesting”
- 404 page: … to redirect visitors to a valid site
- After purchase page
- Personalization of particular user registration and log-in campaigns
Personalized product listings
Definition
Personalized product listing means personal ordering of complete list of products displayed on the e-commerce site according to the selected filtering criteria, for example, products from selected category, or all promotional products.
Search personalization
Definition
Search personalization in the e-commerce store includes the ability to customize or modify search results as search terms, either as search terms are being typed or on the search result page. The functionalities of a full-fledged search engine are supported, which will provide additional advantages for customizing and personalizing the on-site search experience.
Use cases
- Auto-complete, which means personalized search keyword recommendation based on proprietary algorithm
- Instant recommendations below the search box, aka type-ahead search based on keyword matching and personalized recommendations
- Personalized search result ordering, which means search result generated by Elasticsearch reordered by proprietary algorithm and click events on the previous search results
On-site personalization
Definition
On-site personalization includes the ability to present personalized, on-screen content or messages to a visitor based on specific data gathered about the visitors. This also includes the functionality to adjust elements of the page based on visitor characteristics, and it applies to any page of the site, whether it’s the landing page or subsequent pages.
Use cases
- Next best recommendations in personalized carousel, which means selection of the most relevant carousel image for the given user in the main page carousel
- Personalized category ordering on the main page
- Personalized section ordering, which means modification the order of main page sections. based on personal preference
- Personalized behavioral pop-ups, which means to display a popup for a certain target group or it is triggered from an event, for example, a welcome message for new visitors, or popup after a certain time of inactivity
- Next best recommendations in personalized banners on the top or bottom of the page
Mobile-commerce personalization
Definition
For separate mobile site and native mobile-commerce apps very similar use cases to the e-commerce site personalization can be implemented. Probably some adjustments are necessary due to the different form factor and due to differences in the UI, but the main recommendation scenarios and related logics should be the same.
Ad retargeting personalization
Definition
Personalization engine gathers data and use algorithms for recommendations and decisions, just like when provides on-site personalization. However, personalization engine takes the functionality a step further to personalize retargeting ads on third-party sites. In case of telecommunication companies, Ad retargeting works more effectively for known customers. The display of advertisements is typically done through an integration with a 3rd party ad server or DSP.
Use cases
- Next best recommendations via dynamic banner Ad
Personalized email marketing
Definition
Email marketing can include transactional emails (like order confirmations, purchase receipts, shipping notices, account creation), relational emails (like new subscriber welcome, gated content delivery, blog articles, survey / review, social update, contest announcement, referral request) and promotional emails (like promotional content, sale announcement, new product release). Personalization engine can help to increase the efficiency of several of these emails by personalizing the content, or the offer, or the sending time.
Personalization engine is capable to apply this functionality to other channels as well such as SMS or push notification.
Use cases
- Personalized product recommendation in transactional or relational emails
- Promotional product offers for promotional emails, where personalization engine selects from already discounted offers (both target product and target customer selection)
- Promotional product offers for promotional emails, where personalization engine identifies discounts for each product
- Email sending time personalization for relational or promotional e-mails based on the recipient’s response rate on past e-mails
- Email subject line personalization, which means to use the (short) title of recommended product in the e-mail subject line
Triggered emails and messages
Definition
This functionality is a category separate from email marketing, because it requires a specific trigger to trigger the email. It enables sending marketing messages to customers in real time as response to customer activities. Messages can be triggered by any incoming events if the event is synchronized with the personalization engine. Messages can be delivered by 3rd party applications through multiple channels like email, SMS, push notification. This functionality can be combined with personalized email marketing to personalize the content of the triggered emails.
Use cases
- Triggered message sending by online events
- Triggered messages based on external events
- Next best recommendation in ”shopping cart abandonment email”
Value Added Services
Next best offer (NBO), action (NBA), content, etc. (NBx) probabilities guide sales efforts, promotions, product and other recommendations, both in the digital and physical touchpoints. The scoring, the conversion probability, the affordability and the profitability estimations can deliver 5-15% revenue uplift across the whole customer base, while having positive impact on customer experience.
Estimations for the whole VAS portfolio and each client
Definition
Next best recommendation probabilities can be estimated based on the customers’ characteristics, for example, user metadata, behavioral data, purchase history, etc. by utilizing power of machine learning algorithms and advanced statistical analysis:
- In comparison to pure personalization which is a ranking task, we do not provide just the ranking but also conversion probabilities;
- In comparison to just an offline probability to buy estimation, our models are updated in real-time, therefore they do not get obsolete;
- The previous campaign setups in the personalization engine can be reused for the next campaigns, as only the target needs be redefined.
Probability of churn can be estimated as well.
Estimations for VAS offering by touchpoints and each client
Definition
Next best recommendation probabilities can be estimated for several other attributes, as follows:
Use cases
- Sending time of the messages;
- Email subject line;
- Different design elements, for example, background color;
- Variants of the same text, for example, discount in % or absolute number;
- Next best action;
- etc.
On-site personalization
Definition
On-site personalization includes the ability to present personalized, on-screen content or messages to a visitor based on specific data gathered about the visitors. This also includes the functionality to adjust elements of the VAS page based on visitor characteristics, and it applies to any page of the site, whether it’s the landing page or subsequent pages.
Use cases
- Next best recommendations in personalized carousel, which means selection of the most relevant carousel image for the given user in the main page carousel
- Personalized category ordering on the main page
- Personalized section ordering, which means modification the order of main page sections. based on personal preference
- Personalized behavioral pop-ups, which means to display a popup for a certain target group or it is triggered from an event, for example, a welcome message for new visitors, or popup after a certain time of inactivity
- Next best recommendations in personalized banners on the top or bottom of the page
Ad retargeting personalization
Definition
Personalization engine gathers data and use algorithms for recommendations and decisions, just like when provides on-site personalization. However, personalization engine takes the functionality a step further to personalize retargeting ads on third-party sites. In case of telecommunication companies, Ad retargeting works more effectively for known customers. The display of advertisements is typically done through an integration with a 3rd party ad server or DSP.
Use cases
- Next best recommendations via dynamic banner Ad
Personalized email marketing
Definition
Email marketing can include transactional emails (like application confirmations, purchase receipts, account creation), relational emails (like new subscriber welcome, gated content delivery, blog articles, survey / review, social update, contest announcement, referral request) and promotional emails (like promotional content, sale announcement, new product release, upgrade offers). Personalization engine can help to increase the efficiency of several of these emails by personalizing the content, or the offer, or the sending time.
Personalization engine is capable to apply this functionality to other channels as well such as SMS or push notification.
Use cases
- Next best recommendations in transactional or relational emails
- Next best offers for promotional emails
- Email sending time personalization for relational or promotional emails based on the recipient’s response rate on past e-mails
- Email subject line personalization, which means to use the (short) title of recommended product in the e-mail subject line
Personalized email marketing
Definition
Personalization engine is capable to apply the email marketing functionality to other channels as well such as SMS or push notification.
Use cases
- Next best recommendations in SMS or push notification
- Message sending time personalization based on the recipient’s response rate on past messages
Triggered emails and messages
Definition
This functionality is a category separate from email marketing, because it requires a specific trigger to trigger the email. It enables sending marketing messages to customers in real time as response to customer activities. Messages can be triggered by any incoming events if the event is synchronized with the personalization engine. Messages can be delivered by 3rd party applications through multiple channels like email, SMS, push notification. This functionality can be combined with personalized email marketing to personalize the content of the triggered emails.
Use cases
- Triggered message sending by online events
- Triggered messages based on external events
- Next best recommendation in ”shopping cart abandonment email”
In-branch sales efforts guided by next best recommendations
Definition
Always the most relevant offers, content, next best action, etc. are displayed for relationship managers for the frontend they are using during customer calls and personal meetings
