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Find Out the Game Changing Ways You Can Use Onsite Personalisation with Segmentify’s Murat Soysal

eCommerce Growth Show

One of the most effective ways to improve the performance of your website is to put in place personalisation software – but just installing it is not enough. In this second episode of the first series of the eCommerce Growth Show, we talk with Murat Soysal co-founder of Segmentify to discover how successful retailers are approaching their on-site personalisation strategy. Using the tools well will delight customers, improve conversion rates, AOV and repeat purchase rates. Plus the same technology can be used to increase purchases from first time buyers and get customers to your website in the first place. Find out how you can achieve all that in this episode.

 

 

Welcome to the eCommerce Growth Show brought to you by Segmentify. The fast lean learning machine. The fastest learning, most revenue generating personalisation platform for e-commerce.

Chloe Thomas:

Hello, this is the second episode of the first series of the eCommerce Growth Show. In this series, we’re focusing in on what you as a retailer need to know about to take your sales growth to the next level in 2020. There are six episodes in this series. Each focusing on a different area that’s essential for e-commerce growth. Already live is our interview with BigCommerce’s, head of Europe, where we take a look at how the big changes in the tech space over the last few years can give you a huge competitive advantage.

In this episode, we’re continuing our look at the tech stack and how it’s changing. This time getting into on site personalisation. Make sure you subscribe in Apple Podcasts on Spotify or your podcast app of choice so you don’t miss the rest of the series. Which is going to include getting traffic to your site, payments, reviews, and the post-purchase experience. I’m Chloe Thomas, I’m the host of the eCommerce MasterPlan Podcast, the bestselling author of multiple books on e-commerce and the co-host of this show too. I’m joined on every episode of this series by Phill Kay from Segmentify.

Hi Phill?

Phill Kay:

Hello Chloe.

Chloe Thomas:

How are you doing?

Phill Kay:

I’m great, thank you. How are you?

Chloe Thomas:

I’m all right. I’m wondering why it is you wanted to include Murat from Segmentify in this series.

Phill Kay:

Yeah. Let me think. Maybe it’s because he’s my boss.

Chloe Thomas:

Nice choice really that was.

Phill Kay:

Yeah, yeah. No, I mean, seriously. I mean, I’ve been, had to pleasure to be in a couple of roles actually within the machine learning space in e-commerce and I just find it extraordinary area. And when I learned about, well, first of all, I had the fortune of joining the team. But then secondly, start to deep dive on the platform and understand the phenomenal place if you like that Segmentify has brought itself to within the market. I just thought that we’ve got to explain what is going on here to brands and e-commerce managers. So, well yeah, that’s really why.

Chloe Thomas:

And it is such an important part. So, listeners, you are going to find out about why personalisation is an essential part of your marketing strategy, the different ways it can work on your website, what the key factors are you need to consider when you’re choosing who to pick as your personalisation provider. And we get into quite a lot of really clever strategic things that you should really be considering because it’s not just a simple thing. Is something you have to work at if you really want to go to get the best results. So you need to pick the right partner and hopefully, this podcast will give you lots of ways in which you can make sure you do just that. So Phill, should we get Murat on?

Phill Kay:

Sure. Let’s do it.

Chloe Thomas:

It’s time to welcome our guest. Murat Soysal is one of the founders of Segmentify. Segmentify is an e-commerce personalisation platform that helps online retailers to optimise their customer lifetime value by enabling them to deliver a unique shopping experience for every visitor. Murat’s got a PhD in electrical and electronics engineering and he spent his career working on very complicated tech projects. That makes him exactly the sorts of person you want behind an AI driven website personalisation system. Hello, Murat?

Phill Kay:

Hello boss.

Murat Soysal:

Hello Chloe. Hello Phill. How are you doing?

Phill Kay:

I’m good, I’m good. How are you doing?

Murat Soysal:

Not bad. Not bad.

Phill Kay:

Excellent. So, boss, I have to tell our listeners about the jaw dropping moment I had in the boardroom within about two days of joining this amazing company. So I was asking you about why we had won and continue to win all of the 75 plus A/B split tests against our competitors in this space. And you happened to mention that our machine learning algorithms refine themselves like 15,000 times a second. But now they’re being improved can you believe? To about 20,000 times a second. After I recovered from this revelation and could actually speak. I was like, “What? This is unbelievable.” So why don’t you tell our listeners about how Segmentify managed to achieve this perhaps a little backstory about how Segmentify came to be this groundbreaking disrupter in e-commerce.

Murat Soysal:

This is how I promised you to join us actually, Phill.

Phill Kay:

Absolutely, absolutely.

Murat Soysal:

Yeah. I believe in the stories a lot. And I try to build up basically being the founder of a startup. I started my story, tried to improve the story and it goes all back to my academic days, seven, six years before when we were actually heavily doing research on identifying computer network security fraud which helps off on developed machine learning technologies, algorithms. This might be irrelevant that we are talking about e-commerce, how we will grow it now during that podcast series. But actually we are looking something for computer security, helped us a lot in Segmentify with those actually in premise dimensions, a lot of A/Bs, a lot of processing and generating more contributions, revenues to our customers. So I need to give a little bit of details comparison of those security incidents and e-commerce.

So in computer security frauds, you have very limited time to identify an incident. So when a package, messaging package, this is a digital package actually it writes to a computer host, you have maybe a couple of seconds. Let’s say most a minute to identify if this is a fraud activity, make a decision and try to take relevant actions to prevent it from happening. So the time to make a decision is quite limited there. This is one thing. And when we met this to the e-commerce world, when a visitor or a customer arrives in our website, our merchant website, so actually we have a longer period that is five minutes for a session to aggregate the information.

But if this is an existing customer, we already know a lot of things about this individual customer based on their past purchases or past browser behaviour. Or even if this is not an existing customer, but a second time, third-time anonymous visitor we still know a lot of things. What they’re interested, how much money they are planning to invest in that product, where they are coming. So we have some time to get this data and aggregate.

The second important thing when you move from the security domain to the e-commerce domain is the amount of the information you have. In network incidents, you are looking network packages from an upper layer which means you can only and will get a couple of information like how many amounts of bytes transferred, which ports are used. So a little bit of technical data but very few data. But in the e-commerce world I might know your size, I might know your home address, I might know the products you already bought, the size of the couch you are checking now. So if it is a three people couch or a two people couch or the bed you are looking for. If it is a king-sized bed or a small-sized bed. I am looking for a toddler’s pyjamas for six months or 11 years, so actually, the amount of the data that we can aggregate from e-commerce behaviour is even not comparable to the security side. So I developed algorithms to identify network security frauds in limited time with limited data, report and match those algorithms to the e-commerce world, which has longer decision times and more data there. So just we realised those algorithms are really working perfectly.

Phill Kay:

That is amazing. So I suppose to summarise this into an opening topic question, I hear the term customer lifetime value quite a lot actually in previous roles as a massive part of what I’ve been trying to do in understanding that in-depth, particularly when it comes to real-time personalisation. So why don’t we start off as explaining how realtime personalisation actually increases customer lifetime value.

Murat Soysal:

Very important metric indeed. And unfortunately, sometimes it is one of the underestimated metrics that we are doing individually. We are not talking about the revenues, conversion rates, which are usually daily basic metrics. We are checking as e-commerce managers, head of e-commerce, head of digitals. But the customer lifetime value is sometimes underestimated, but which is all and above of all these metrics. So I started Phill, with this discussion from zero to one. The customer lifetime value might be zero. So it is not a customer actually, it’s a visitor which we couldn’t convert. So initially what we should do, we should get one from that zero. First, we need to convert that customer. How personalisation helps this conversion, e-commerce companies are launching a bunch of products. Let’s say 1,000. Let’s say 500. Sometimes it goes up to eight million in one of our customers. So which specific product that customers or visitors are interested and what alternatives should I actually highlight to those visitors that I can keep them on my website keep browsing rather than selling first. Let them understand who am I, as the company. What I can extra provide to them. Try to understand what they need. So this needs some time, so let them stay on my website. This is the first thing personalisation does. It increases the engagement with the current visitor or customer. On top, the more we understand about that customer we can serve better, which means we can highlight much more relevant alternatives to them. So we can actually get better engagement. This will help us going from zero to one. Okay. That is a one time shopper made a purchase or added something to the basket. How I can increase the average order value. So this is going from one to let’s say two, three, five with that at least first initial purchase how we can increase the amount of revenue generates from that individual customer.

So now comes the personalisation from cross-selling perspective. So we need to make better cross-sell alternatives for that customer. So we need to bring what might be the cross-sell opportunities of the products he or she is looking for, highlight those products to them and let them buy these cross-sell opportunities. So let’s say we achieved this second step as well. So what might be the third step? 

So he or she was already on my website, bought multiple products so I know some information about them and I have other assets like other products. So now let’s build up a lifetime relationship with this customer. Not only try to sell them more, try to understand more what they need, and make them comfortable when they land to our webpage. Or even if they are not on our webpage, let them think about us. Okay, what might I need to buy from these guys? Why do I need to visit them again? So that is increasing the actual relationship. They will have a relationship between us and the existing customers. So if you ask me, this is the real lifetime value. So how can personalisation help merchants on this specific end? I know them, I know my products as the merchant. So let’s call them back with the relevant products. If I have some new arrivals, let them know because they might be interested. But I have 200 new arrivals this week. So which products should I highlight to Phill? Which products should I highlight to Chloe? And which products should I highlight to that customer ID XYZ? So that decision should be coming from the personalisation. Or if I know Phill was on my website, checked a very nice shoe, which is size nine but when he was on my website it was out of stock. So when it is in stock again, I need to ping Phill and call him back to my website: ‘Hey Phill, come on back the product you checked is in stock again, why don’t you have a look on this?’ So this is a really, really personalised level of communication. Definitely will increase the customer lifetime value.

Phill Kay:

Yeah. And interesting you mentioning about if I’m size nine, I’m going on a website and we just talked about this in the day and you were showing me how our platform can actually make sure that if that product was out stock in that size I wanted. But in that split second, I’ve come away from that product and the recommendations have reloaded knowing within that very, very short amount of time that actually there are other size nine products that are like the one I’ve looked that are actually in stock. Our platform cannot do that, can’t it?

Murat Soysal:

Yeah, exactly. Exactly. So with Segmentify what we are focusing on is to provide the highest level of personalisation because what we realised Phill after operating in let’s say four different continents working with 200 plus customers. Most of the major merchants are already doing some kind of personalisation activities. So they already started it. The personalisation is a hot topic for the last three, four years. And especially in 2020, all the research shows that personalisation is one of either first or second top priority items that e-commerce companies want to invest in. All right, this is good. But the level of personalisation is important there. So it is not just being related products recommendations, which Amazon taught us and even the built-in functionalities of e-commerce platforms are providing search widgets. So if you bring that overall personalisation concept to a very specific small example, then actually you lose the money on the table. You lose the opportunity. You lose the opportunity to build up a better relationship with your customers. So personalisation means to know your customers and match the best assets you have to those each individual at the right time at the right channels.

Chloe Thomas:

Now, Murat, there’s a couple of things you mentioned that I want to kind of dive a bit more deeply into. Because you’ve told us some really amazing things thus far and I want to make sure the audience fully grasps them. And one of those was when Phill asked you about the customer lifetime value and how you go about doing that. The first thing you started off with was the unknown visitor to the website and how great personalisation software can help convert someone who you would have thought you know nothing about. But actually the algorithm has learned a lot about what they should be putting in front of that person. Even though they’re there for the first time. And I think that to me is something that a lot of retailers focus on personalisation software and what it can do for people they already know stuff about. But actually there’s a lot it can do for people who are visiting your website pretty much for the first time, isn’t that?

Murat Soysal:

Exactly. I mean the ratio depends based on the verticals, the history of the e-commerce company. But my estimation is 50% of the current visitors should be the first time visitors. Which means they generally don’t get registered to our websites before they buy anything. Which means literally we don’t know anything about them in our famous CRM. Which is the kind of, I don’t want to say this in a high voice, they said, but it’s kind of an old school relationship building.

Chloe Thomas:

I certainly have been in this industry for 15 years. I still think what I know about the customers in the CRM, it’s in the order file. It’s in the maybe I’ve got my head as far as what they’ve clicked on it in an email. But actually there’s a huge world of data on the website from the moment they arrive. And that’s what personalisation software enables us to capitalize upon, isn’t it?

Murat Soysal:

Yeah. Yeah, exactly. I mean for the anonymous visitors it is more crucial. You don’t know anything about them. So any data they provide to you, any single click in real-time, you need to process that data and act accordingly. So if I picked one size or if I land to one webpage of yours and check one product, I say a lot actually about you. I am looking for a dress, I want to pay 50 pounds. It should be in this colour and I’m interested in this brand actually. This is just caused by one click of the visitor. If you can get this data, process it in real-time and just change the rest of your page based on this information. This is actual real time personalised content to those visitors. And what we believe in, if you can do it properly, that will generate revenue at the end of today.

Chloe Thomas:

I love the fact you’ve mentioned real time a couple of times there. Because that was the other big thing I think I’m taking from the interview thus far. Is the speed at which the algorithm works is crucial. We hear a lot over the last couple of years about the speed of website loading times to stop the customer from going away. And we hear a lot about how fast your checkout has to be to let people go through, which I guess directly relates to what you were talking about, about the importance of fraud algorithms running really fast because one, the merchant wants to know whether it’s fraud or not. But also the customer wants to know. Or doesn’t want to get held up in the checkout because they likely to stop.

I think another thing which people don’t consider is how fast that personalisation software is working. Because it’s not enough for someone to come to the visit and get an experience and then the personalisation to update overnight and the next time they come back to the website get a different experience. I think what you made really clear today is the importance of that algorithm updating thousands, tens of thousands of times a second so that if someone arrives on your site immediately clicks on sale, it’s going to show them discounted product, not the most expensive lines you’ve got going. Is that something which you see making a real difference for customers, that speed of personalisation?

Murat Soysal:

That is the number one thing that makes Segmentify successful today. So that is a very competitive market. And our main power is that to be able to process 20,000 data points in a second. You find algorithms and make that personalisation. How this helps, yeah, as I said, I mean I have some data for that existing customer. I know Murat, I know his size, I know his brand selections. I know his estimated budget for each individual category I’m actually selling as a merchant. Murat arrives again, but now he lands to some women fashion part of my webpage where he never visited before. So if you process that data in a daily, in half an hour and  in an hour, it is not enough now because Murat is now here in my webpage and is visiting a category page, women fashion retailer. Or let’s say he’s looking for some appliances. We never had him in our webpage in that category. So our knowledge is quite limited. So if you want to wait some time to process that data, you will lose him. And this is mainly driven by the social media today. We are all prone to scrolling down immediately Instagram and Twitter and seeing a lot of things in couple of seconds and skipping to the next one. So in the e-commerce world, if you cannot collect that information immediately and act accordingly, you will lose that visitor or customer.

Chloe Thomas:

There’s obviously different ways in which the speed becomes important. And there’s different ways in which personalisation can be done on a website and different things it can integrate with. What in your experience are some of those key types of personalisation that it’s important to have on a website in order to get the results?

Murat Soysal:

A bunch of. It is quite different, a lot actually. But what I like on this, since we are a personalisation solution. Your personalisation strategies should be personalised based on your market strategies. So if that e-commerce company has an idea to improve their conversion rate that they need different personalisation algorithms in different parts of the webpage. If they want to increase their new acquisitions of customers, they need to have different algorithms. So actually it is not easy to say, ‘yes there is one fits all out of the box set, so you just turn the key and get as much as possible from the personalisation solution’. That is why the e-commerce company should be ready to start personalisation. They need to invest in time to tell what they need, to tell what they want to do so tools like us should be offering the best possible solution among all the solutions they had. At least for us, yes, we have multiple. For example, for now Segmentify we have 25 different algorithms.

Chloe Thomas:

25 different algorithms, all running incredibly fast to deliver different results of people. Wow. I like what you’re saying knows that it’s not a case of plug and play. We’re not just chucking this in and then forgetting about it. We’ve got to treat it like we would treat any other marketing strategy. Any other customer lifetime value improvement strategy, which is we’re going to go, “Right, what’s the key lever we need to pull at the moment?” Is it AOV? Is it a conversion rate? Is it something else, the checkout? Which bit is it we’re trying to pull that lever on? And for which customer segment are we’re trying to do it and then we can deploy the right algorithm in the right place to make that happen. Am I rephrasing you well there Murat?

Murat Soysal:

More or less, more or less. One addition to this actually, so not rephrasing the different of rephrase but. So we start from not a cold start. So we have some best practices from the domain. Since we are working in multiple, multiple countries. We provide at initial offerings and start from a point, on top of this point we will start discussions with e-commerce company about their marketing plans and their targets quarterly ones, six month ones or yearly ones based on, yes AOV then conversions. But at least from the starting point. Yes, we provide some best practice to them initially.

Chloe Thomas:

Oh, cool. So we can kind of plug and play the best practices and then as those start kicking in and we start to identify areas we want to push it further, then we can deploy more and more and more solutions?

Murat Soysal:

Very well said. That is why you are sitting there doing the podcast.

Phill Kay:

Absolutely. It’s great we got a man in the team to actually help with that. I think it’s worth mentioning that one of the things that we can do is we’ve got a dedicated team to actually help with the optimisation process. So that it takes the weight off the e-commerce manager or director or their team. And I just thought I’d mentioned that in addition to what you’ve been talking about. But I’ll let you carry on Chloe.

Chloe Thomas:

We’re saying there’s the plug and play best practice piece to get you started. Then as you start having those challenges, what you want is you want someone on your side who fully understands the software, who can help you work out the right strategy to take it forward. And that’s what you guys have got Segmentify. But there’s one part of the personalisation piece that we have completely not mentioned yet. Because we’ve been talking about what happens on the actual website. And of course there’s huge power with integrating personalisation softwares with your marketing activity to actually bring people back to the website. So do you find these days Murat … Your team are spending a lot of time working on off-site personalisation as well as the on site?

Murat Soysal:

Sure, sure Chloe. So it is a never-ending story. So when we started, the main thing was the algorithms and we started to use the on site widgets as a channel to do the personalisation. The more we worked with e-commerce companies, we realised we need to provide that intelligence to any possible channel our customers, e-commerce companies are using to communicate with their own customers. Their visitors or customers. So which I mean now we are doing the personalisation on the site again with the search bar. So, starting as a new channel from our perspective, yes we know what Chloe needs. Even if she writes a ‘black shirt’ to the search bar, Chloe, Murat, Phill should see different sets of products. Because A, they’re all different. B, sizes, prices, brand selections. So at the end of today, we will show up the black shirts. Yes. But they will be different for each individual visitor and customers.

What we saw, this completely changed the text matching search algorithms into a personalised version. And it’s simply increases the revenue generated by search. Answering your question on top on-site marketing, yes but our visitors are not visiting our webpage continuously so we should make off-site personalised marketing with emails which have been heavily used both by all e-commerce companies. But let’s add that personalisation bit on top of email communications. Push notifications, which I actually I’m proud to say when I came to UK to start our expansion two years before when I was talking about push notifications, there were very little applications in the domain among e-commerce companies here in UK and Ireland. But now, two years later, with our customers and also I think we can be proud of this and bringing that concept to the e-commerce domain in the UK. More and more merchants started to use that channel, which is crucial because e-commerce managers know email marketing very well. And it is a very basic maths problem. You can send emails only to your customers which allow you to make communications. So when I say customers, it is maybe the 10% of all visitors. And when I say allowed customers, it is the 5% of all actually visitors. So what happens, the remaining 90% non-customers visitors you do not do any communication with them out of your site. So push notifications allow us another channel to get permission from our visitors. And communicates with them exactly the same in the emails. Bulk emails, bulk push notifications.Triggered personalised emails, triggered personalised push notifications. So you can actually double the revenue you are generating from email with push notifications.

This is another channel. Even one step further going from the digital world to the offline world. What we are adapting now, if you are a retailer with online and offline presences, so to adapt the real only channel, not just click-and-collect, you can use the knowledge you get it of what your customers in their offline behaviours to the online world. So use their purchases in the offline and make some personalisation in the online and do it vice versa as well. If you already get the some information about them in the online, use that data in the offline world when they are in your shops, in their stores, use that data as well. 

So we are continuously building up new channels to be personalised because it should be a complete strategy Chloe. It is not enough to do widget recommendations on the web pages anymore.

Chloe Thomas:

Yeah, it has to be that complete strategy doesn’t it? We have a mind there Murat. I think we’ve gone into a lot of depth there on how people need who those who are running e-commerce businesses need to have great personalisation software in place. And I hope, I suspect we’ve converted quite a few of the listeners to going, “Oh, right, I need to put this higher up my to do list. I need to get on with it.” So for those who have done that and those of you who haven’t done that, yes, this should really be on your to do list this year. Very high up at two. Could you Murat please tell us a little bit more about Segmentify and how the listeners can get in touch with you if they’d like to get a bit of help on that journey?

Murat Soysal:

Yeah, sure. I mean, how our journey starts with our partners, customers is always with an introduction call which we call the famous ‘demo call’. Where we deep dive on to their webpage, try to understand their ongoing personalisation activities. Kudos to the best of level of ones and we highlight the missing ones and we know our experts know what we are doing best and we try to match what is those available 25 different algorithms, how many of them and how many of the channels we have, can contribute to that existing customer. So we try to identify the gap first and then we met that gap with our already ongoing solutions. Somehow, two things I think make difference from our perspective. A, I really believe in the technology we have, our main thing is the quality of the machine learning. The quality of the machine learning is kind of yes, good to talk about, but for e-commerce managers, it directly means the amount of the revenue you generate from your personalisation activities.

So I provide a personalised communication to a visitor with push notification, send them a product, come and buy this. If they come and buy that product, the revenue coming only from that product A should be the revenue from personalisation. If you do it on site say, if you do it in email say so if you sum up those revenue you generate from the personalised communications, you should be not maybe day to day, but weekly basis checking, tracking that revenue. In our analysis we hit an average rate of 20% revenue coming from personalisation in our 200 plus customers. That is the one thing that we are chasing.

So if we talk to a customer who is already doing personalisation heavily, let’s say, which we meet nowadays more and more, we just start from that point. Yes let’s talk about individual actually flaws with the gaps you have in the webpage or the other communications but in the bottom line, personalisation should mean revenue uplift. So how much revenue you are generating from your current tool, taking into consideration of that calculation mechanism. So if it doesn’t hit 20%, let’s see how we can improve that because our average is hitting that 20%.

Chloe Thomas:

Nice. And if someone wants to grab on these demo calls, who wants to have a chat with your expert team about exactly how they can go about improving things. What’s the best way for them to get in contact with Segmentify?

Murat Soysal:

Simply, please visit segmentify.com and you will see ‘talk to an expert’ or ‘book a demo’, ‘contact us’ on the webpage. Immediately after that we will be touching you, checking, doing a health check of the website and actually providing that gap analysis, what we might actually be treating in that gap.

Phill Kay:

Brilliant. Thanks Murat. That was really, really interesting. I learned even more during that session with yourself. Just to finish off, quick question, I know I touched on it earlier regarding the managed services team. Just very briefly let the guys know, how does that work in terms of any costs involved? How does it work in terms of driving that sort of contribution revenue increase that we’re doing. And maybe very quickly, a standout story that those guys have managed to achieve for brands that have come on board with us.

Murat Soysal:

Sure, sure. And very important point indeed, it is the part of the personalisation strategy I strongly believe. And this is not something we invented by ourselves after visiting that many customers and talking to them, asking them how much your revenue you are doing with your current solution. What are the features there? What I realised, e-commerce managers are quite busy. They need to handle a lot of things at the time. Acquisition, running the platform, PPCs, working with the agencies. So even if they sign to a personalisation solution, they have their concentration couple of months initially. They have a setup but after two, three months, they need to switch back to something more important.

So the priority of personalisation tool solution activities from their perspective goes below the acceptable levels. Which means they started to lose opportunities. When I saw that gap, we decided to build up a dedicated team who will be advocates of our customers in our team in a daily basis. They are checking the revenue we generate for our customers. And if it is below the thresholds we set, they will be in charge of actually going to the data, finding out why this is happening and they’re in charge of fixing this.

To make this happen and to make this work. This is a good value proposition, but we have a lot of dream right in life. So you can find out several opportunities, but to make it happen is not easy. So we try to make it realistic. That is why that dedicated team has the bonus scheme on top of the revenue we generated to our customers. So if they defend the customers properly, hit the thresholds that will definitely affecting their bonuses, which is a pretty clear and realistic application as far as we see now. And ‘Segmentify Success Team’ we call them, is one of the parts I’m proud of that we did up to now perfectly. And if our listeners go back to our webpage and check couple of customer success stories, yes, numbers are good, we hit our ratios, but mainly what I hear from our customers is the service they get from the customers. And which is still included in the package. So Phill, as you said, it’s not charged. It’s not an extra cost actually this is the part of the service. I believe this is the part of the personalisation.

Phill Kay:

Sure. Fantastic. Thanks Murat.

Chloe Thomas:

I would say one of the things I like about that is, and from everything you said today really Murat is how everything at Segmentify is aligned behind success for the customer. So you earn when it’s successful for the customer. The business earns when it’s successful for the customer. And the success team earn when it’s successful for the customer. And everyone’s aiming for that one goal, which I think is how things should work for anyone supplying services to an e-commerce business. Because at the end of the day, it’s what we’re all here for is to keep those digits going up.

So Murat, thank you so much for taking us through in brilliant detail today. I know I’ve learned a lot and I love the fact that Phill’s learned stuff even though he works at Segmentify.

Phill Kay:

Always learning, always learning.

Chloe Thomas:

So Murat, thank you so much for being part of the show. We really do appreciate it.

Murat Soysal:

Thank you very much having me in. And all the best for you guys.

Chloe Thomas:

So Phill I know we’ve both learned a lot from that with Murat, so what were your key takeaways?

Phill Kay:

I think if I was just bolted down to one thing, it was how we started this chat. It is very much speed is the key here in all the technologies that Segmentify is providing. The ability to utilise that speed, to maximise the customer lifetime value and all the sort of different channels and ways that are relevant for the customer and the brand is just massively important. And I think why I now realise having been in the company for a few months as to why the brands are engaging with us even though they already have a solution actually and have invested actually in some cases quite a lot. They’re talking to us and we are basically smashing it up to a new level. And that’s what the jaw dropping moment was in the boardroom. I just couldn’t believe why. I just kept asking, “Murat, how are we doing this?” And so obviously when we found out we talked about it, it was just, yeah. I think that was the key thing as to why it’s such an exciting time to be working at Segmentify. It’s a real blessing, I must admit.

Chloe Thomas:

Yeah, I think for me the two things was that speed element. And I think I get the feeling that’s something else which we’re going to hear a lot more in the personalisation space over the next couple of years, if not later this year. Because I think it’s going to become a key battleground is not quite the right word, but a key point of difference between suppliers. And then the other thing was that pay thing which I think a lot of retailers forget, which is the good quality personalisation algorithms. They’re learning in a way that enables them to help you convert first time visitors as well as repeat visitors. And I think that’s a really important part too.

Phill Kay:

Absolutely. And I mean, I suppose I would just say that this whole element around the managed services team optimising that as part of the service that we provide on an ongoing basis is kind of the other backbone I suppose if you like. You got speed of the learning with the optimisation through a third party team. Obviously, our team on behalf of the e-commerce retailer. Obviously the combination of that is providing massive results for brands.

Chloe Thomas:

Now personally, unless you’ve got only one skew, I don’t know why you wouldn’t have personalisation on your website and be eager to get the best personalisation option for your business too. So much potential there to grow sales. Now we covered a lot of big information in this interview. So you’ll be pleased to know that you can get the full transcript of this episode. That means everything that we’ve said at segmentify.com/podcast. There you’ll find details of the rest of the series as well as links to get a free demo of Segmentify.

So what’s coming up next? I hear you cry. Well, in our next episode, Phill and I, will be joined by Gavin Laugenie from dotdigital. Gavin always brings great ideas to the table. And we’ll be shifting from pure tech stack strategy to customer communication strategy. A change of focus, but with just as many growth ideas, I promise. Don’t miss it.

Put us to the test and let us prove we can drive more revenue for you. Sign up for a completely free proof of concept. Or split test against your current provider. Set up an optimised by our team within a few days at segmentify.com/demo.

 

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